Each week the Commical Podcast is committed to bringing you the best podcasts to improve communication skills. In this episode Marie talks to Karl Treacher, CEO of The Brand Institute, who shares with us his practical tips and insights on how brand, culture & reputation are critical elements in businesses both large and small.
As an associate professor at Griffith Business School, Karl’s research has led to 60 published articles along with speaking engagements at TEDx and the committee for economic Development in Australia (CEDA). He delves into topics including, building brand identity from the ground up and how identity means nothing without reputation and culture.
Listen now to one of the best podcasts to improve communication skills organisation wide, and understand the impact it can have on your brand, reputation and culture. You can also download this episode on Spotify, Apple podcasts and all other good podcast apps.
One of the best podcasts to improve communication skills
Karl breaks down what exactly is the difference between brand reputation and culture. He talks big brands like Nike and how they’ve used culture and reputation to overcome the sweatshop saga and thrive as a ‘trusted’ brand. How building reputation and culture through customer centric values is centre point to branding financial institutions such as banks, and how he believes every reputation scandal starts in cultural dysfunction.
Covering a range of topics from working with big iconic brands, overcoming crisis, effective communication and emotional intelligence, Karl also discusses how workplace outlooks have changed over the years. He talks about how ego-based career goals have been superseded in recent times by more fundamental objectives like job security and workplace cultural fit.
About Karl Treacher
Karl Treacher (GAICD) is the CEO of The Brand Institute of Australia and an Associate Professor at Griffith Business School specialising in corporate brand reputation governance. He has 20 years’ experience working with tier-one brands, boards and business leaders and is recognised as an expert in organisational reputation, brand, culture and experience alignment.
As an authority in corporate reputation, Karl has provided education for the Australian Institute of Company Directors and has led boards and executive teams through the repositioning of many of Australia’s iconic companies. Karl recently led NAB’s retail experience program and was heavily involved in the evolution of Bupa (HI Retail), APRA, PwC and RACQ’s customer environments and experiences.
In addition, Karl has worked with a range of high-profile individuals including Arnold Schwarzenegger, Mike Baird (NSW Premiere) Guy Leech and the 2017 Australia of the Year, Alan Mackay-Sim. Karl is an accomplished strategic leader and has been invited to speak at TEDx, CEDA, and for many years was a global strategy advisor at McCann Worldgroup.
Karl’s background in human science, creative advertising and culture & experience development equips him with the unique ability to effectively influence markets and drive brand performance through three interconnected functions: Marketing, Culture and Customer Experience. Karl was the resident brand and culture expert at Marketing Magazine from 2010 – 2016, studied organisational leadership at Oxford University and has written for a wide variety of industry publications authoring of over 65 articles.
Fusing communication expertise and stand-up comedy makes for a unique take on a business podcast, and very easy listening. Commical explores a range of interpersonal, group and mass communication topics through the experiences of my talented guests.
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