Welcome to Brands Made Meaningful
A Podcast by Sussner
Welcome to Brands Made Meaningful, the podcast where the team at Sussner dives deep into the world of branding private clubs. Whether you’re a general manager, board member, or marketing professional, we explore how purposeful branding can help your club grow, attract new members, and create lasting connections.
Each episode, we uncover strategies to align your brand with your culture, stand out in a competitive market, and communicate your club’s unique value. With insights from branding experts and private club leaders, you’ll gain practical tips and inspiration to make your club’s brand truly meaningful.
Tune in and discover how to guide your private club’s brand into its next generation.
Reclaiming Reputation Through Brand RevitalizationEpisode 85
Derek and Tucker discuss the potential that a branding initiative can have to restore a club’s reputation.
Branding The Club with Don KovacovichEpisode 84
Don Kovacovich, GM of The Club at Golden Valley, joins Derek & Tucker to discuss the impact that rebranding has had on his club and the opportunity it presents for other clubs
Changing a Club’s Membership ModelEpisode 83
Derek and Tucker discuss key considerations and challenges when changing your club’s membership model.
Connecting a Club with its Story with Jackie CarpenterEpisode 82
Derek and Tucker are joined today by Jackie Carpenter, author of People First.
Branding a Club AnniversaryEpisode 81
Derek and Tucker discuss the unique opportunity presented by milestone and anniversary dates for private clubs.
Private Club Storytelling with Ricky L. Potts, Jr., CCMEpisode 80
Derek and Tucker have the pleasure to speak with Ricky L. Potts Jr. about how powerful storytelling can be for your club members.
Opportunity in Club Facility RenovationEpisode 79
Derek and Tucker discuss pivotal key moments in your legacy and how to transform your story through renovation.
The Evolution of Club Members with Jon LastEpisode 78
Derek and Tucker are joined by Jon Last from Sports & Leisure Research Group to discuss the evolution of club members.
Member Branding vs. Product BrandingEpisode 77
Derek and Tucker discuss the challenges their client's have moved through when approaching differing styles of branding.
The Role of a Private Club's LogoEpisode 76
Derek and Tucker take a look back on private club logos they've designed over the years and explain the strategic reasons behind their choices.
Club Brand GovernanceEpisode 75
Derek and Tucker divulge the steps to evolving your brand while retaining your core values.
Seasonal Member MerchandiseEpisode 74
Derek and Tucker take a look at crafting specific merch to celebrate landmarks and special times of the year.
Who is Sussner?Episode 73
Derek and Tucker take a break from talking shop to talk about who they are and what they stand for.
Club Identities Beyond AmenitiesEpisode 72
Derek and Tucker discuss what it takes to stand out in unique ways for your club.
Little Things Mean EverythingEpisode 71
Derek and Tucker take a look at the often missed and easy to overlook.
Build Flexible Brand SystemsEpisode 70
Derek and Tucker break down the building blocks for long lasting branding.
The Club at Golden ValleyEpisode 69
Derek and Tucker take a close look at one of their recent rebrands.
When to Launch a Club RebrandEpisode 68
Derek and Tucker break down how to find the perfect timing when launching a club rebrand.
Steps to Launching a Club RebrandEpisode 67
Derek and Tucker break down the steps to take and the reasons why you should consider a club rebranding.
Brand Marketing vs. Brand DesignEpisode 66
Derek and Tucker define the line between marketing and design and how they intersect to inform one another.
Building Brand GuidelinesEpisode 65
Derek and Tucker show us how to build infrastructure guidelines to unify your brand experience across the board.
Club Identity SystemsEpisode 64
Derek and Tucker cover what Identity Systems entail and how to discern between internal and external methodologies.
Navigating Branding With a BoardEpisode 63
Derek and Tucker bring clarity to uniting your company under one cohesive vision.
Putting a Committee TogetherEpisode 62
Derek and Tucker assemble your need-to-know facts when putting together your committee.
The Guiding Principles of Private ClubsEpisode 61
Derek and Tucker go over the top ways private clubs can find the balance between pleasing old members while attracting new ones, all while making moves towards the future.
How Color Affects PerceptionEpisode 60
Derek and Tucker cover how to best convey your business with color.
Brand EcosystemsEpisode 59
Derek and Tucker break down how to craft effortless experiences when considering your brand as a whole.
6 Types of Brand TransformationEpisode 58
Derek and Tucker dive into 6 distinct types of transformations for a wide range of brands.
Tournament Branding For ClubsEpisode 57
Derek and Tucker discuss designing and delighting your club members with tailored events.
Brand Promoters & DetractorsEpisode 56
Derek and Tucker discuss how high level promoters increase your NPS and how to turn the tides on your detractors.
The Loudest Voices in the RoomEpisode 55
Derek and Tucker talk about gathering feedback while prioritizing every voice.
Determining A Primary AudienceEpisode 54
Derek and Tucker discuss if and when you should be honing in on your audience vs. casting as wide a net as possible.
Branding For ExclusivityEpisode 53
Derek and Tucker discuss the intricate process of naming your brand.
Measuring Brand SuccessEpisode 52
Derek and Tucker discuss how we measure our success in branding and a few key KPIs that help us understand our impact.
Branding For ExclusivityEpisode 51
Derek and Tucker breakdown how brands can create the perception that they are exclusive and only for a certain type of consumer.
What Makes A Brand SurprisingEpisode 50
Derek and Tucker break down the Sussner formula that we believe leads to a surprising brand.
Breathe Life Into Brand TraditionEpisode 49
Derek and Tucker discuss the intricacies and common pitfalls of branding for Private Golf Clubs.
They Key of Visual DifferentiationEpisode 48
Derek and Tucker break down the importance of differentiating your brand on a visual level.
Branding For Private GolfEpisode 47
Derek and Tucker discuss the intricacies and common pitfalls of branding for Private Golf Clubs.
Dealing With An Identity CrisisEpisode 46
Derek and Tucker breakdown how to identify and remedy a brand's identity crisis throughout thoughtful and intentional brand management.
Branding vs MarketingEpisode 45
Derek and Tucker discuss the differences between Branding and Marketing and how to make the two compliment each other.
Build Your Brand's FoundationEpisode 44
A brand's foundation is a critical element in being successful in the long-term.
Building a Constructive Branding ProcessEpisode 43
Derek and Tucker break down the steps required to build the most constructive and meaningful branding process.
What Makes a Brand Relevant?Episode 42
Relevance is a key piece of a brand's identity for creating clarity and connection.
Your Right to WinEpisode 41
Derek and Tucker discuss the “Right to Win” and the odds of your brand's success within your target market.
An Intro to Sub BrandingEpisode 40
Derek and Tucker discuss the nuances of developing sub-branding and strategies.
Conquer Branding FearsEpisode 39
Derek and Tucker dive into how to overcome the fear of change and the nature of constant refinement of your brand.
Balancing Strategy & DesignEpisode 38
Great strategy is a necessary foundation for great design—and great design brings great strategy to life.
Branding PrioritiesEpisode 37
Branding priorities are the actions and initiatives that shape or enhance a brand's identity, perception, and market position.
Invest in Your BrandEpisode 36
Investing in your brand benefits your company as a competitor in the marketplace, builds trust with customers, increases perception of quality, and drives employee engagement.
Why is Positioning Scary?Episode 35
Narrowing the brand's position is really a strategic decision to focus the brand's offerings, messaging and target audience on a specific niche or segment within the market.
What Are Brand Consultants?Episode 34
Derek and Tucker discuss the importance of hiring expertise with a wider breadth of knowledge than just visuals.
Hire for Brand FitEpisode 33
Hiring people that fit your brand is key in order to maintain brand authenticity, positive culture, and consistent messaging.
Your Brand’s Stance MattersEpisode 32
Your stance can help define your brand from a core level and make branding, hiring, and marketing not only easier, but more meaningful.
Levels of Executing a Brand RefreshEpisode 31
If you have a brand strategy in place, how do you execute it?
The Role of Features & BenefitsEpisode 30
Derek and Tucker discuss the importance of features and benefits within the context of branding, selling, and marketing your products and services.
Should You Listen To or Lead Your Customers?Episode 29
Within the challenge of any rebrand is the challenge of managing customers' perception of change.
Managing a Brand TransformationEpisode 28
Episode 28 discusses the highlights and challenges of rolling out a new brand, both internally and externally.
Living Your BrandEpisode 27
Your brand is not this shiny trophy on the shelf. It is something that you are molding every single day.
What Makes a Brand Authentic?Episode 26
Season 2 starts off with a discussion about building authentic brand experiences, both internally and externally.
Reviewing your Competition's CreativeEpisode 25
Derek and Tucker discuss the process of reviewing your competitors' creative strategy to better position your brand within the market.
Interviewing your Audience for InsightsEpisode 24
This episode details the process and benefits of interviewing your audience as part of the branding process.
Assumption ReversalEpisode 23
Derek and Tucker discuss how we change our thoughts and get into a different mindset to refine and revise our branding.
Developing vs. Amplifying a BrandEpisode 22
Another way to say it is, development is building and crafting your brand story, and amplification is then telling it.
Refreshing a Sporting Goods BrandEpisode 21
This episode shares the steps behind Sussner’s work in refining the Shock Doctor brand.
Defining PerceptionEpisode 20
Derek and Tucker discuss the positive and negative impacts of brand perception.
What is a Brand?Episode 19
Derek and Tucker discuss what defines a brand and what makes them successful.
Branding Golf Courses vs Golf ClubsEpisode 18
Derek and Tucker further hone in on golf course design.
Refreshing a Golf CourseEpisode 17
Derek and Tucker discuss the bar for golf course design – and how to push past it.
Let’s Talk Taglines Episode 16
Derek and Tucker talk taglines in today's episode.
Refreshing an Athletic DepartmentEpisode 15
Derek and Tucker sit down today to discuss what logos mean within branding.
Branding a Club Episode 14
Derek and Tucker discuss how to brainstorm branding a club.
An Intro to Internal Branding Episode 13
Derek and Tucker discuss the power behind internal branding.
The Value of Stereotyping Episode 12
Derek and Tucker sit down today to discuss the meaning of stereotyping within the branding world.
We’re on a Mission Episode 11
This episode digs into the rallying cry for the greatness your team is going to accomplish.
Aren’t Brands Just Logos? Episode 10
Derek and Tucker sit down today to discuss what logos mean within branding.
The Business You Are Really In Episode 09
Derek and Tucker sit down today to discuss how to discover what business you are really in to better understand your mission statement.
Clarity of Vision Episode 08
Derek and Tucker discuss the importance of looking ahead towards the big picture to better hone the purpose behind what we do in the now.
Branding B-2-B Environments Episode 07
Derek and Tucker discuss the Branding of Spaces.
It’s All in the Name Episode 06
Derek and Tucker discuss what a name can say - and not - about your company.
Delving Into Branding Data Episode 05
Derek and Tucker jump into the discovery phase of branding before it hits the drawing board.
Content Made Meaningful Episode 04
Today Derek and Tucker discuss the concepts within content and its common misconceptions such as the phrase "Content is King."
Brand Story vs. Brand Messaging Episode 03
Your story matters.
Visuals That Take The Cake Episode 02
Derek and Tucker sit down to discuss visual impact and what that could mean for your brand.
Are You Different or Distinct? Episode 01
It's not about being the only option, it's about being the right option. Join Derek and Tucker as they discuss Differentiation & Distinction.
