Episode 107 :Traditional Branding is Dead, Here’s What’s Working in 2025

Oh hi 👋 Long time no see! 

I’m starting fresh and leaning into the BIG IDEA. 

And that is: identity marketing!

AKA: connecting your brand with somebody’s self-definition. 

Think of the energy behind lifelong Harley Davidson fans, or the passion behind the Swiftie community. (I know it all too well…)

People will be buried in your branding, sometimes literally (look at the people who design their funerals around their NFL team—it gets intense!)

And identity is only getting more important, especially in the face of change. I’m not the only one going through a huge change lately. 

With everything happening around the globe, people are looking for a sense of community. For an anchor to ground them in the storm. 

And here’s the thing—your consumer is rebranding themselves too!

Times of change are perfect for deciding what we want. Priorities shift, and sometimes, we allow ourselves to want a little more—to go that extra mile.

 2025 is the year to get back in touch with yourself and your business to get the big picture. Where are you at these days? Where is your customer? 

It may have shifted. That’s okay! 

That’s momentum you can use—as long as you take the reins. 

Big brands don’t build by accident. They don’t guess. They don’t rely on trial and error.

They use strategy. They use data. They use precision.

And if you don’t know your numbers, you don’t really know your customer.

Welcome to Build an Obsession Brand—the podcast where we break down the science behind brand-building so you can compete like the big brands and turn your product into a household name.

This week, we kick off with our guest Veronica Romney, the author of Identity Marketing: How To Create Loyal, Lifelong Fans and a Legendary Brand (No Matter What You Sell)! Veronica is a mother, wife, leader, and marketer of over 20 years who is still madly in love with what makes a brand tick.