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#28: Branding Expert Danny Matthews – How to build a seaweed startup brand, avoid common pitfalls, understand the neuroscience of buying decisions, find Problem-Solution fit and craft the right story.
Manage episode 429131238 series 3567398
Danny Matthews is a branding expert with a big vision to solve the world’s biggest problems with creative design and brand strategy. Among his accolades he has been featured in the Huffington Post, BBC Radio, the FSB’s First Voice and has shared a stage with Facebook and Google. In 2019, Danny founded Short Story Ventures, a Venture Studio that helps early-stage founders build a fundable startup brand, gain traction and get to market successfully.
Check out Inside Seaweed Newsletter! Just one short email per month, no spam and you can cancel at any time. If you'd like to give it a try, head over to insideseaweed.com
Timestamps:
00:00:00 - Intro
00:01:11 - Setting the Scene: Building a Fundable Brand
00:01:26 - What is a Fundable Brand?
00:03:00 - Key Considerations in Setting Up a Brand
00:04:00 - The Concept of Pitching
00:05:00 - Effective Networking Pitches
00:08:00 - Example of an Introductory Pitch
00:10:00 - The BIO Framework: Brand, Investor, Origin Story
00:12:00 - Crafting an Investor Story
00:13:00 - Crafting a Brand Story
00:14:00 - Neuroscience of Buying Decisions
00:17:00 - Common Pitfalls in Building a Brand
00:19:00 - Importance of Obsessing Over the Problem
00:21:00 - Problem-Solution Fit vs. Product-Market Fit
00:23:00 - Traction: Data Plus a Promise
00:24:00 - Guidelines for Crafting the Right Story
00:26:00 - Storytelling Framework: Hero, Problem, Guide
00:28:00 - Real-Life Example: Cold Water Thermometer
00:31:00 - Role of Sustainability in Product Development
00:33:00 - Insights from the Mushroom Industry
00:36:00 - Tactical Advice for Brand Building
00:38:00 - Closing Remarks and Contact Information
Useful Links:
Danny Matthews on LinkedIn, Instagram and Twitter
Short Story Venture: Website
Get in touch Inside Seaweed's host Fed DeGobbi on LinkedIn, Twitter, Instagram or by emailing him directly at fed@insideseaweed.com - Please send in your feedback: what do you want to hear more or less of? Any suggestions? Would love to hear what you think!
29 episodios
Manage episode 429131238 series 3567398
Danny Matthews is a branding expert with a big vision to solve the world’s biggest problems with creative design and brand strategy. Among his accolades he has been featured in the Huffington Post, BBC Radio, the FSB’s First Voice and has shared a stage with Facebook and Google. In 2019, Danny founded Short Story Ventures, a Venture Studio that helps early-stage founders build a fundable startup brand, gain traction and get to market successfully.
Check out Inside Seaweed Newsletter! Just one short email per month, no spam and you can cancel at any time. If you'd like to give it a try, head over to insideseaweed.com
Timestamps:
00:00:00 - Intro
00:01:11 - Setting the Scene: Building a Fundable Brand
00:01:26 - What is a Fundable Brand?
00:03:00 - Key Considerations in Setting Up a Brand
00:04:00 - The Concept of Pitching
00:05:00 - Effective Networking Pitches
00:08:00 - Example of an Introductory Pitch
00:10:00 - The BIO Framework: Brand, Investor, Origin Story
00:12:00 - Crafting an Investor Story
00:13:00 - Crafting a Brand Story
00:14:00 - Neuroscience of Buying Decisions
00:17:00 - Common Pitfalls in Building a Brand
00:19:00 - Importance of Obsessing Over the Problem
00:21:00 - Problem-Solution Fit vs. Product-Market Fit
00:23:00 - Traction: Data Plus a Promise
00:24:00 - Guidelines for Crafting the Right Story
00:26:00 - Storytelling Framework: Hero, Problem, Guide
00:28:00 - Real-Life Example: Cold Water Thermometer
00:31:00 - Role of Sustainability in Product Development
00:33:00 - Insights from the Mushroom Industry
00:36:00 - Tactical Advice for Brand Building
00:38:00 - Closing Remarks and Contact Information
Useful Links:
Danny Matthews on LinkedIn, Instagram and Twitter
Short Story Venture: Website
Get in touch Inside Seaweed's host Fed DeGobbi on LinkedIn, Twitter, Instagram or by emailing him directly at fed@insideseaweed.com - Please send in your feedback: what do you want to hear more or less of? Any suggestions? Would love to hear what you think!
29 episodios
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1 #29: Sea6 Energy with Sowmya Balendiran – The Evolution Of Mechanised Ocean Farming, Enhancing Productivity, Navigating Logistic Challenges And Regulatory Hurdles, Market Expansion and Local Impact. 1:02:57
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1 #28: Branding Expert Danny Matthews – How to build a seaweed startup brand, avoid common pitfalls, understand the neuroscience of buying decisions, find Problem-Solution fit and craft the right story. 40:38
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1 #27: Doctor Seaweed with Dr Craig Rose – Seaweed nutraceuticals, how to develop a dietary supplement product, from understanding market trends to manufacturing, sales and compliance with regulatory… 50:45
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1 #26: Bright Tide with Harry Wright - The investment ecosystem for regenerative farming on land and water, successful business models in the blue economy and the Regenerative Farming Accelerator… 58:29
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1 #25: Rootless with Sachi Singh - The health benefits and composition of seaweed, thyroid health and sex hormones, creating a habit-forming product. 1:13:38
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1 #24: Andrew Wilkinson (Chef) - The role of chefs in the future of seaweed, bringing sustainable and healthy meals to America's schools. 58:20
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1 #23: Seadling with Simon Davis – Southeast Asia and why production scale-up will happen in the tropics, the potential of red seaweeds, lessons from the East and opportunities for innovation. 46:36
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1 #22: Akua with Courtney Boyd Myers – How to build a seaweed brand, engaging with your audience and learning what they want, developing a kelp burger, sustainability and why people buy a product. 48:44
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1 #21: Macro Oceans with Matthew Perkins – Biorefining to create profitable seaweed products, lessons from a decade in terrestrial agriculture and the role of technology in building positive change. 45:00
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1 #20: Sway with Julia Marsh - How a design led company is making bioplastic from seaweed, what will drive adoption, understanding the supply chain, the flow of information and biological circularity. 48:41
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1 #19: Arctic Seaweed with Matthias Boeing - Technology to disrupt the industry at a "make or break" moment, farming and offshore wind, Seaweed as a Service (SaaS) as a framework for partnerships. 44:09
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1 #18: Kaly with Daniel Hillman - Seaweed meets finance: thoughts and perspectives from an impact investor and entrepreneur, existing gaps, creating a scalable model and the path to sustainable growth. 38:44
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1 #17: GreenWave with Sam Garwin - How to build a business that works, market development, making seaweed a "cash crop" and the new "dating" app for the seaweed industry. 56:21
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1 #16: Vincent Doumeizel, Author of "The Seaweed Revolution" - Lessons and takeaways from writing the book, how to work with the Global Seaweed Coalition and its framework for collaboration, and more! 50:15
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1 #15: Nordic SeaFarm with Simon Johansson - Cultivating and using sea lettuce and dulse, disrupting the food industry, reaching product-market fit, developing food products and a downstream market. 53:11
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