advice on how to build meaningful brands

January 9, 2018

54 | What are the characteristics of a remarkable brand – with Chris Kneeland


Why you’ve got to listen to this episode:

What makes a remarkable brand, well…remarkable? What are their characteristics? What are the decisions organizations and leaders need to make to achieve remarkability? How do they have to act and what are the goals they pursue? Do they share similar attributes? And more importantly, what can we learn from them and apply to our own experience?

These are the questions Chris and I discuss in this episode. Chris Kneeland is the co-founder of The Gathering, a three-day annual event that highlights and celebrates some of the world’s bravest and most cult-like brands.

The event does much of what we try to do here on the podcast, which is to go under the hood, behind the curtains and into the boardrooms of some of the most relevant and loved brands and find out how they’ve achieved their success, what have they learned in the process and what can we take away from their experience and apply to our own journey as brand builders.

Who can benefit from listening in:

If you are in marketing, advertising or branding and trying to build a remarkable brand, this episode is for you. We discuss what it takes to build a brand with a strong culture, where staff are passionate advocates and your audience feels a strong bond and connection to the brand.

Through The Gathering event, Chris has the opportunity to study and interact with some of the most beloved brands and he shares his findings and learnings from that experience.

Key takeaways from this episode:

  • Mediocre brands tend to have a myopic focus on success, cult brands focus on significance.
  • Cult brands are perpetually on the offence trying to disrupt themselves before someone else does it to them.
  • Cult brands have a combination of courage, passion and focus.
  • Culture does eat strategy for lunch. Focusing on your internal audience as much as your external is a characteristic of remarkable brands.
  • It’s hard to become a remarkable brand and it’s just as hard to retain that status. If you “cruise” or rest on your laurels you risk drifting into irrelevance.

Links to resources mentioned in this episode



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