DIAL IT UP – Branding with Bryan Thomas | Scorpion Studios


There is so much noise out there
in the marketplace Yeah Everyone is trying to compete for that
Little shred of attention A good Brand,
Can Stand Out and help give an edge
to a particular business to a particular business,
If they have a solid brand structure – Hello there, and welcome to Dial It Up, where we’re gonna be
talking about all things franchise marketing and business growth. I’m your host, Jamie Adams. To my right, Mr. Jordan Wilson. – Hi, friends. – Okay. Hey, to my left!
Miss Julia Cook. – I’m so excited that
I just can’t hide it. – Yeah, you can. – That’s very good. – Do you guys wanna sing that? – Following her sucks.
– Oh, we should do that. – Okay, we should.
– Yeah. – Maybe another time.
– All right. – On my far left, Mr. Patrick Crawford. – Walgreens in Pig
Latin is “Al Green’s Way.” – Okay.
– All right. – These are fun facts, folks.
– Yeah, these are fun facts. – Wasn’t fun.
– Is that not right? I think that’s right. – It’s actually not a bad, unintentional lead-in to today’s topic. – He didn’t mean to. – Yep, did not mean to. – He didn’t mean to. – A scholar. Well done.
(laughing) – He’s not the scholar. That’s fine. – We’re gonna be talking about something that everyone is familiar with in concept but I think is sometimes unclear, and that is the topic of brand. – Brand.
– Brand, okay. – Okay, but before we
get too far into this, why don’t we start– – Yep. – With a good old true
definition of what brand is? – Sweet, sweet, sweet. Let’s dive in.
– And as always, and we’re looking for deep knowledge– – Deep knowledge.
– Yes. – We’re not asking Jordan. – Easy. – We’re not asking me. We’re certainly not gonna ask Patrick. – Cool, cool, cool, cool.
– No. – “Certainly?” Why say “certainly?”
(all chuckling) – Was it necessary? It was.
– It was. – Yeah, so who are we gonna turn to? None other than our
resident expert scholar– – The Canadian ginger. – That’s right, the Canadian ginger. She said it, not me. Miss Julia Cook. Julia, tell us a spot-on definition… Actually, I wanna take it a step further. – Sure. – Tell us Scorpion’s
definition, official definition, penned for Scorpion, of brand. Let’s hear it, Julia. A brand is the unique
space that has been allowed to carve out in a
consumer’s mind and heart that leverages its
interactional, transactional, and emotional qualities with
the needs of the marketplace to ideally create differentiation, relevancy, sentiment, and preference. – Boom! That was heavy. – It felt good.
– I love it! It did feel good. It did feel good. – Yeah, it rings true. – It does, and we serve thousands and thousands of small businesses. I know this show is really geared toward the franchise community. Brand is incredibly important
when it comes to franchising through the entire life-cycle, both the brand, the
franchisor and the franchisee. But, brand is becoming really
important to every business, probably even more so than ever. We’re gonna talk about that throughout the episode.
– Agreed. – And, we also have a
special guest later on who actually, we’ve been working with, and actually, who helped
us come up with that, our own definition, of what
brand means to Scorpion. – Yep. – Before we get there, though– – Yep. – That was deep. That was scholarly. We’re gonna need you to come in, bring it down —
– Again, you need resident layman.
– Deeper. – [Jamie] Resident layman, yup. – You want me to dumb this
thing down a little bit. – Not dumb it down. That’s just the wrong word.
– You’re gonna lay it up. – That’s the wrong word.
– You’re right. I’m insecure. – That’s the wrong word. – Yeah, yeah. What we
want you to do though, as I hold your hand– – I love when you do.
– Affirmation, yup. What we want you to do
is just break it down, make it a little more simpler– – Sure.
– A little more concise. – Cool.
– Okay? – So, marketing is what you do, right? – Branding is who you are, and really, what you stand for. – Yeah!
– That’s the key. – That was good!
– Accurate. – I love it. I love it. – I’m following. – There are lots of brands that I have a high level of affinity for. – Okay. – But, I’ve got a fairly recent
story that I could share about a brand that I’m thinking a lot of in the franchise space. – Yeah, sure.
– Okay. – All right, so we were
at IFA earlier this year, at the International Franchise
Association Conference, and we have a client, Miss Heather McLeod. – Yes.
– Yep. – Who is a huge, huge fan–
– Avid. – Of Orangetheory Fitness.
– Orangetheory. – So, we were at IFA and Heather said, “Hey, look, when you come out to IFA, “we are all going one morning
to Orangetheory Fitness.” Now, I’d never been to
Orangetheory Fitness, but I’d seen, of course, I’m familiar with the brand and franchising. I was very familiar with
elements of their brand, logo, color scheme–
– Orange. – Yeah, yeah. Orange, right? – What their theory was. (softly chuckling)
– So anyway, I had an idea of what elements of the brand were, but didn’t really know–
I’d never been there. I’d never experienced it.
– Right. – So we all gather out.
We go to Orangetheory, and the moment
you walk in the store– First of all, storefront.
Branding on point. It’s just what I imagine it looking like in the ads that I’d seen. – Yep.
– Awesome. – You walk in, and the entire experience from the staff, to getting
in, and actually going through the workout process, it was a great brand experience. Like I said, from start to finish, everything from the
things you think about, the visual components like logos, colors, all the way through the
interaction with their staff, to the experience of the workout, it was on point. I gotta
be honest with you. – Probably one of the only
brands that I know that has that same experience, and that their people,
members, rave about it. So we all know that, no
matter if I’m in Atlanta, wherever, I’m gonna go to that– – You’re gonna get that same–
– That location, and it’s– – Experience.
– The same experience– – No matter where you go.
– No matter from Baltimore or Dallas.
– That’s a fantastic point. I mean, that’s a fantastic point. I’m glad that you called that out because that is a big challenge in the franchise community, especially, right, is that
you got this franchisor that goes through all this pain and trial and error to
figure out what is our brand? – Right. – And then you have to, not only have to duplicate that once, twice, in their case, they’re duplicated over 1000 times now, I think, right? – Yep.
– Yeah. – So, one of the most iconic brands, certainly in franchising
is probably McDonald’s. – Yes, let’s talk about that. – [Jamie] Okay. – So, early on in McDonald’s,
you had a situation where a different store started
selling different things. If you’ve seen that film about it, “The Founder,” or read anything about it, you probably already know this story, selling fried chicken.
That’s not McDonald’s. But the interesting
thing about McDonald’s is they have restaurants everywhere,
like across the globe. But you know, and of course,
there might be different, like little things here and there, but you know when you
walk into McDonald’s, it’s gonna taste the same.
It’s gonna look the same. It’s gonna smell the same, and this is all totally intentional. I mean, who else could you think of in the franchising world who’s more on brand than McDonald’s? I challenge you to find one
because that’s something that, I mean, especially with
the size that they’re at. – Yeah, global. – That’s, I mean, literally global. Now of course, there are differences, different menus based
on the location and, you know, different wherever.
– Yeah, sure. – This country has this.
This country has that. But you know, and I know this to be true because I’ve been to
a McDonald’s in Spain, and it tasted like McDonald’s. – Humble brag.
– You’ve been to Spain. – When I was in Espana.
– Have you been to Spain? – Nope!
(Julia loudly laughing) – Neither have I.
Patrick, have you been to Spain? – Nope.
– Didn’t think so, okay. All right, but there was
a time several years ago where there were other new QSR
brands that were popping up that were taking market
share away from McDonald’s. And McDonald’s had to do things
like reinvent their store. Think about the people
coming that may not want to sit down and eat a quarter pounder, but they may just wanna
have a cup of coffee and jump on WiFi and knock some work out. – That’s right.
– They were competing with Starbucks, right?
– Starbucks. Yep, sure. – So as their life-cycle
in business has evolved, they’ve had to reinvent themselves as a brand a couple of times. – Yeah, sure.
– Sure. – That’s right.
– They’ve still remained true, to their core principles. What everybody knows about McDonald’s. It’s that deep American,
first fast food place. – [Jordan] Millions and millions served. – [Jamie] Millions and millions served. They still carry the moniker.
That’s tough to scale brand. – Yeah, right.
– Yeah, of course it is. – So, begs the question,
who’s more responsible for brand continuity? Is it the franchisor?
Is it the franchisee? Ya gotta pick one. Who’s more responsible? – You have to pick one? – Ya gotta pick one. – We do this all the time. Now, you can lay out a case for both. – I’ll lay out a case. – Let’s hear it.
– Oh, will you? – But you gotta pick one at the end of the day.
– Let’s do that. – So in my opinion, it comes from the top. The brand’s coming from the top, so the top would be the franchisor to me. – Okay.
– Okay. – However–
– Yeah. – It is the responsibility
of the franchisee to execute on what was
taught by the franchisor. – Yeah.
– It’s those franchisee owners that are doing that.
They’ve heard the vision. They know what the brand is.
That’s what they stand for, and then they’re executing
on what was taught to them. – Yeah, yeah.
– That’s right. – Think of a marching band. So you have a– – You’re visualizing that marching band? – I got it.
– I see it. – You know how it looks.
Everyone’s dressed the same. They’re all playing the same song. Maybe there’s some people up in front doing some flags, whatever, who knows what they’re doing.
– Love the flags. – Love the flags, right?
Okay, but the point is we’re all wearing the same uniform. We’re all playing the same song. Yes, we’re playing different instruments and there is some
individuality, of course, to any individual franchisee
to their local market. We know that, and we’re okay with it. But you gotta be playing the same song and you cannot be throwing a football when you’re in the marching band! – You’re not gonna throw.
– You can’t be kickin’ the soccer ball, be like, hey,
I just put my clarinet down ’cause I don’t wanna do that anymore. No! You’re playing the song and that’s what you need
to do with your brand. You need to make sure
everyone is corralled in. They’re all wearing the same uniform. They’re all playing the same song. – Awesome.
– Even with a different instrument, that’s okay.
– It’s a great analogy. – That’s okay. But,
we’re not playing sports in the marching band. – Yeah, ’cause you get the
one, the one band member, the one “rogue” ‘zee that goes
and does their own thing, it can affect not only that franchisee, but the entire brand–
– The entire network. – The entire organization. – Our song is not the
way that it should be. – It’s not playing that same song and now all of a sudden, some other franchisee is gonna be like, wait a sec, you don’t, oh, cool, I’m gonna paint my walls
blue now, I’m gonna be this. No, no, no, no, that’s not–
– Yup, affect everybody. – What you’re gonna do.
– I’ll do my own thing, then it slowly falls apart. – But that’s the beauty of having a brand and that’s part of the great
part about being a franchise, is you have that continuity.
– That’s awesome. That’s a great analogy.
– That’s part of what you’re getting into there.
– Yeah, spot on. – Your opinion, Patrick.
Who’s more responsible, franchisor or franchisee? – Franchisor. – [Jamie] Okay. – It’s all on them, and I
agree with Jordan completely. Doesn’t mean the franchisee doesn’t have that responsibility.
– Yeah, they play a part. – You can’t have the rogue franchisee, but the franchisor sets the
tone. They set the vision. they’re not–
– They’re the ones spreading out the communication. – Bought in from day one that this is it, and if it’s not clear, it’ll all fall apart.
– Yeah, there’s nowhere to go, there’s no path.
– That’s it. – We have to know where we’re going. – Yeah, I’m franchisor. All the way. – So, I assume your answer is franchisor as well.
– I agree, yes. – I think my answer is franchisor as well. – It’s rare that we get a four for four. – Look, even if–
– No, that’s actually true. – It is, we never–
– We almost never agree on this.
– Get a four for four. – True, yup.
– It is never a four for four. But again, it is, it comes to the tone at the top, right?
– It does. – You said it perfectly, I think. – Thank you guys, so much. – You’re welcome–
– This is your show. – You’re welcome.
– I love this. Great episode. – Best episode ever.
– Affirmation. – So here’s another thing,
’cause this is something that we’ve got, fortunately,
we’ve got a lot of experience with our franchise customers, and it’s been a lot of
fun seeing success stories over the last couple
years of how we’ve worked with franchisors and franchisees to kinda bring in and help them get clear on what their brand needs to be, certainly on a digital
marketing perspective. – Yeah, that’s good. – So, Patrick, what’s one of the more gratifying things about
that process for you? – The best part about it
is to help a franchisee see that they are a part of a larger team and when they’re going off
track and doing those things, that we can really coach them, and once they go through it, there are some pain points to it, right? There’s some growth struggles with that. But if we show them why this is important, how this is important, and then, show them the big picture after it’s done, it’s super awesome.
– Yeah, those connections are there.
– Yeah, that’s awesome. – Yeah, it’s really a special thing. I mean, it really is.
– Yeah, it is. – Honestly, when people
buy a franchise, part of why they’re buying a franchise is not just for a playbook on how
to run a successful business– – That’s right.
– Sure. – They’re buying into the brand. – That’s right.
– Right? I mean– – Yeah, if you wanted to go
rogue, go do your own thing. – Go open your own thing. – Go do something else.
– When you start struggling, that’s one of the
things that they’re like, “Oh, “the brand’s not the right way,
I need to fix this myself.” You have to stay believing in the vision. But we also have the
ability, at that point, to go to the franchisor
and say, “Hey, look. “You’re losing the franchisee’s faith.” – And look, sometimes
it’s just a simple thing and it’s a communication thing, right? – Yeah.
– Sure. – It’s one of the things you have to over-communicate.
You can’t say it enough. – No, but you can, and
every time you think, “Oh, well, I’ve said it too many times,” well, actually, you haven’t, and you should say it 10
more times after that. – Yep, yep.
– That’s right. – So, listen, we are also
fortunate enough here at Scorpion– We have some great customers. – Yes, we do.
– Yeah. – I mean, we have thousands
and thousands of customers and we love all of them. We have some really exceptional customers. – We do.
– And we’ve been fortunate enough to also have some
customers that have decided to move on and that we’ve
crossed paths with later on. – Yep, small world.
– So today, we’ve got, we’ve got a former customer who has now actually been working
with us as a consultant for the last several months. We’ve got Mr. Bryan Thomas. (Jordan and Patrick hooting)
– Yay! – Welcome, welcome, Bryan!
So Bryan was former CMO at ServiceMaster brands, and for quite a while, he’s actually been working with us here at Scorpion
on how we can help more of our clients get clear on their brands. We’re happy to have you on
set of Dial It Up today. How does it feel to be here?
(Jordan and Patrick hoot) – Just extraordinary. – He’s fired up!
– Extraordinary! That’s a good word.
– He’s fired up, I can tell. – [Jordan] Extraordinary is a great word. – Well before we get started, I got a bunch of questions for you. First, tell us a little bit about your background in marketing. – Well, I’ve started and
sold two marketing agencies. – [Jamie] Okay. – And then I said, I think I wanna see what the client side feels like. – Yeah, yeah, yeah.
– Nice. – So I did some consulting, and worked with that, and then
ended up with ServiceMaster for a period of time to kinda help them with some challenges, and that’s how I got introduced to Scorpion. – Yeah.
– Yes! – And we’re glad you did.
– That’s how we first met. – We sure are. So tell us, just based on your experience,
what makes up a strong brand? What are some attributes
that make up a strong brand? – Well, when you put a brand together, and there is a process to do
that, and it’s best practices. It’s what is the leverageable
attributes of that brand? – [Jamie] Okay. – [Bryan] What do the consumers see in that brand as opposed
to its competitors? – [Jamie] OK. – And then, what are the
weaknesses of its competitors? And if you kinda
triangulate around that, you come up with a brand position. – [Jamie] Okay. – And then, you put
personality and tone on it, and it begins to take form, and then that is the marching
orders for the organization. – Okay. So, you said
“leverageable attributes.” Can you unpack what that
means a little bit more? – Okay, so let’s take a plumbing service. – Okay, wow! That’s a good one. – And let’s go there.
– ‘Cause this is a challenge. – Yeah, that is a challenge.
– It’s a challenge. – Our audience loves plumbers. – But, there’s gotta be something that that plumbing service does better, or they think they do better than anyone else in
their competitive set. – [Jamie] Okay. – It might be better service.
They might have a way to let people know when they’re coming, or it might be they have a better price. There could be a lot of things. Those are the attributes of that product of service. – Got it. Okay, great. – ‘Cause it has to be
authentic to whatever that promise is that that product delivers. – Yeah, I think when it comes to branding, authenticity is almost
the most important part. – Oh my god.
– Because you’re not gonna, you’re not gonna feel that–
– You can’t make it up. – No, you can’t.
– It’s gotta be real, it’s gotta come from that.
– And that’s part of the, I think that’s part of the hard part about getting into your brand, and when you’re finding out what those things are to
leverage. It has to be you. – That’s absolutely right. – You gotta dig into those conversations and actually get in there and find out what that is. – Right.
– And it’s harder and harder to be unique and authentic because of how competitive a lot of spaces are. – Exactly.
– That’s true. – There is so much noise out
there in the marketplace. Everyone is trying to compete for that little shred of attention. A good brand can stand
out and help give an edge to a particular business, if they have a solid brand structure. – Yeah, so let’s just go back
to your plumbing example. – Okay. – ‘Cause I think that’s
a tricky one, right? – Yeah, it can be.
– Branding a plumbing company. – A home service. An emergency-type service.
That is a tricky thing, right? – It’s hard.
– Damage restoration, and ServiceMaster’s a
great example, right? It’s really hard, in my opinion, to create a differentiated
brand experience that makes an impact in
the mind of a consumer when they have an immediate need. They walk in their home and they realize that they got a flood problem. – Well, it starts upstream. – [Jamie] Okay. – Before that crisis happens. – That’s right.
– Yep, okay. – People have either
heard, or they’ve seen, or they have experienced
in another situation and they connect that with
whatever that brand is and it basically has carved its place in that person’s awareness of services in that area. And part of that comes from looking at the competitive
set and saying, where do the competitors
sit, and where can we sit where there’s some white
space and own that– – [Patick] That’s right. – from a positioning standpoint. And that’s what ServiceMaster, or any other brand needs to
do to differentiate themselves and then deliver on
whatever that promise is. – When I think about differentiation,
my mind goes fitness. Every fitness brand, there’s something there,
different than their competition. When I think about plumber, I go, uh… That’s a harder game to me. – It is a harder one.
– Industry wise– – Yeah, that’s a great point.
– Than fitness, they can stand out differently.
– But the consumers, those that have used a particular brand, they will reveal something
that is magic about that brand. – Nice. – And once you find that little nugget, then you exploit it–
– Great point. – And you build it out.
– That’s great. – That’s a great place to look, too– – Exactly.
– Is exactly who’s already using you, what do they love about you? – The market will bear the
truth on a brand real fast. – Great point. – Okay, so you have to
define those things. You have to carve that
niche out for yourself. Like you said, identify the white space, and then go own that piece, right? But once you do that, it’s not just enough to own it and talk about it internally. – No.
– You have to do things, like you said, to get top of mind. ‘Cause like you said, it starts
before the immediate need. – Right. – Which means you have to invest in brand marketing and brand advertising. – [Bryan] You got it. – How do we get your brand top of mind in our target customer?
– Preach to him, Bryan. – A lot of companies don’t
understand the investment and the important part of
investing in that brand upfront because it will pay off in dividends. For those big, mega public,
billion-dollar companies– – Yep.
– Part of their value, almost 50 to, it can be 100% more if the brand is well defined– – That’s it.
– And liked. – [Jamie] Yeah, you’re right. – It makes that value of that particular organization much higher. – Yeah, so you’re talking
about the Nikes of the world– – Oh, yeah, the Cokes.
– The Coca-Colas of the world, the Apples of the world.
– All those you can think up. – Makes perfect sense.
– And McDonald’s. – Yep.
– There you go. – So let’s pull this back a little bit and dig into the relevancy
of brand and franchise. – [Bryan] Of course. – Because another thing
that’s really tricky about franchising is that
you’ve got the franchisor who really owns the brand
and the brand vision, and again, carving out that white space, figuring out what’s our
position in the marketplace. But then they gotta go
sell that to hundreds, maybe thousands of
individual franchise owners. You’ve been in that spot before. Tell us about some of the challenges that involved in communicating the brand, the essence of the brand,
the position of the brand, into the franchisee community so that they leverage
it in their local market and they treat it like it’s their own. – Well, it begins first
of all, the franchisor– – That’s it.
– Has defined the brand– – I agree.
– Yep. – And made it very
clear and represented it so that there is no question of how this brand should
act, sound, and look. And if the franchisor doesn’t make that kind of investment upfront, how can it expect the franchisee to implement something
that’s vague and nebulous? – Yeah, wishy-washy–
– They’ll get lost. – Or not even, no direction at all. – Right. Yeah, and I think
sometimes businesses, new businesses, tend
to just build something and don’t think a lot about,
well, how does this interact with an audience that I wanna attract? And how is it different
from all the other guys that are competing for
that same target audience? – A good concept will only take you so far because somebody’s gonna
copy you down the road. – Yeah, yep.
– So you have to do– – If it’s purely
transactional, you’re screwed. – That’s it.
– Yep. – So, this is a hypothetical, but I say to you, “Hey, Bryan. “All brand is, is logo.” – A brand is not a logo. – Okay.
– Wow. – It’s not an identity. That’s the symbol of the brand, but the brand is the
soul of the organization. – That’s great.
– And if you don’t manifest that and define that for your audience, you’ve missed an opportunity. – That’s great. Good work. Well, you didn’t like,
you said that you were never gonna say that.
– I’m gettin’ a little fiery. – Oh, my!
– I’m a little fiery. – This late? I love that.
– Wow, I thought we weren’t gonna have it happen. – You know what time it is.
– I’m a little fiery. – [Deep Voice] Jam Drop. – Yes, it is time for a Jam Drop because Bryan, I just
baited you into that. I would never ever say
(Bryan and Julia laughing) such a thing!
– You would never say that. – That brand– That brand is only a
logo! But here’s the thing. I’ve talked to way too many businesses. Way too many businesses out there that only think about logo as their brand. And it is a huge mistake. They only think about color schemes as
the brand. Huge mistake. Stop it! – Yeah!
– Stop it! – Yell at ’em!
– Stop it! – Tell ’em to stop it
too, Bryan. Tell ’em. – Stop it. – Yeah, that was more of a whisper. Jamie’s
was more authoritative, but that’s pretty good.
– Just stop, stop. – Here’s the thing that I think– – Stop it.
– I think the reason is, look, the branding thing,
it is a hard thing. – It is! – It is a difficult thing
to really take the time– – It’s challenging. It’s uncomfortable. It sometimes pushes you in a place you didn’t feel like you wanted to go, but you need to do it. – And Julia, you made
a great point earlier, look, you can have a perception
of what your brand is, but ultimately at some point, your customers really start to define the value of your brand, and sometimes that may be different than your own view of what your brand is. – And then it could be too late. – Right, right. But the thing is, there’s a process you have to go through, a very uncomfortable process,
you have to do through to get clear on all the
important parts about a brand and I think sometimes
the easy way out is just, they think about it as a logo. – Sure, let’s just do a logo.
– I’ll create a new logo. – Just keep it going, I’ll
do a little change here. – And that’s our brand, and again, it’s not because they’re lazy, per se, it’s just because, man–
– They don’t know. – They don’t know, and it’s
hard to do. It is really, really difficult to do.
– You have to find the problem and commit to the fix.
– Yes, agreed. Now speaking of logos, today we’re gonna draw a logo
for Pat’s Tricks and Things. – Okay. – Pat’s Tricks and Things is a magic store based on our beautiful co-host, Mr. Patrick Crawford over here. – PTT.
– Very nice. – So, here’s the challenge,
guys. 60 seconds. – Oh, gosh. – We each have a little whiteboard. We got our markers here. We got 60 seconds to draw the best logo that we can that communicates the value
of Pat’s Tricks and Things. So, if the only thing that
we had in the marketplace that represented our brand was this logo… You gotta come up with your best shot (blows raspberry)
that’s gonna communicate the value of your business of Pat’s Tricks and
Things to the marketplace. Everybody ready?
– Wow. – Yeah, no–
– I am game. – I’m not ready at all.
– I love it! (fast forward softly screeching) – Nine, eight, seven, six–
– Okay, here we go. – Wow, he’s using a lot of colors here. – Five, four, three–
– Nope, this is not good. (loudly shrieks)
– Two, one. Time! – All right.
– That looks good. – Thank you.
– Pens down. Boards face down, please.
– Son of a B, B. – Now, Bryan. Bryan, as our
resident branding expert, you’ve been through this
process more than we have, just because you’re younger, of course. So Bryan, your job in this
competition is to judge the best drawing of Pat’s Tricks and Things’ logo. – Okay, all right.
– Okay? So you gotta declare a winner. Now, we have a very strict
rule here at Dial It Up. When we ask a question– – (softly mumbles) Pick a winner.
– You can’t say everyone wins. – No, you can’t do that.
– Yeah, no participation– – We don’t give–
– This is not, no participation trophies here.
– Participation trophies here. – Do we have an eraser? – We do not, and your time is up. – We don’t do participation trophies. I need, once you have a chance to digest all of our drawings– – I prefer to eliminate myself right now. – I need you to declare
a winner. Is that fair? – Okay.
– You can do that? – That’s fair. I think I can do that. – Okay, great.
So, who wants to go first? – Not me.
(Julia laughing) – Okay, look. I think because
she constantly shows us up– – Yeah, good!
– All the time. – Just start there. – Okay. – I don’t wanna pick on her because I love her so much–
– She’s won a lot of contests. – But Julia, you’re
gonna have to go first. – [Julia] Yeah, yeah, yeah, I’m happy to go first.
– Let’s see what you did. – So this is the logo for
Pat’s Tricks and Things, which is a magic shop. ♪ Welcome to the magic shop ♪ – [Patrick] I mean, look at that. That is upsetting. – That’s in 60 seconds?
– So he’s got his arm kinda leaning. It’s like the
top hat’s kinda like a hot tub and he’s got his magic
wand, ’cause you know, Patrick’s relaxed, so it’s a good little– – I love it.
– Oh, gosh. That’s pretty good.
– I gotta be honest with you, for 60 seconds, that pretty solid. – That is!
– It’s unbelievable! – I think it’s the best so far. – It’s the best so far? – I’ll give her a hand on that. – Give her a hand. – Thank you, I’m so glad. – All right. Since we’re
so close to him, Patrick, why don’t you go next? – All right, guys. – Expectations are high. – I just wanna reveal here that I think everyone’s gonna feel
strong about it, okay? – Okay, all right. Let’s see it. – [Julia] Okay. – [Patrick] Mm’kay? (chuckling) – The same as Julia. – Is, is it a (softly giggling) (all laughing)
– Can you…Wait. Hang on. Hang on, hang on, hang on. (laughing) – Is that a rolling pin? – Wait, hang on, hang on–
– Thank you, guys. (laughing) – Please, please–
– Keep it up. – Please unpack this for us, Patrick. – Let me unpack, okay.
– Can you explain it to us– – All right, let me just go through a few things here. This is also a hat here. A magic hat. It turned out to be more like a pilgrim’s, which I was upset about.
Almost even put a buckle. I don’t know why, but I
couldn’t get away from it. (all laughing)
Okay, so I backed off of that, but then I thought, okay, what if this hand holding
this magic wand here was bringing me out of the hat? – Great.
– Okay, right? – That’s your hair right there. – So this is supposed to be me. As you can see, Pat’s Tricks
and Things on the shirt, I’m a big “message tee” guy. (all laughing) – That’s the worst. Nope.
– Yeah, not happy. But listen to this.
What I thought about is if I had an eraser, what I would do is erase the whole thing– – Yep? – And just say, “Wow, this
trick made it disappear.” – Oh, shoulda done it. – Shoulda gave me an eraser, Crew! But we’re fine.
– Okay. All right. Moving on. – All right.
– So, I don’t wanna ask who’s winning so far.
– No, no. – I’ll go quickly. – But I think it’s pretty clear. – Okay, let’s see how Jordan–
– Is it? – I got two more left here. Hang on. – This is gonna be
incredibly underwhelming, so I’ll just turn it around. Yeah, just take it in for a second. – OK, I love what I’m seeing. – [Jordan] No descriptions yet. – Guess it is a–
– Now, it is simple. – Yeah, thank you. I’d rather
you talk about it than me. (all laughing) So, just to be honest. – Multiple colors though. – I had two colors. I got the black in at the bottom.
– It looks alive. – My thought was, I wanted to make sure Pat was talked about more, so the P’s bigger.
– Good. – The tricks were talked about less, and the things were talked about more. – Beautiful.
– Okay, oh it’s– (trombone womp womp music) – Listen, you guys are
not gonna beat me up as much as I’m beating
myself up right now. – Fair.
– I hated it. – I gotta tell ya–
– I panicked. – There’s a chance I don’t come in last. (all loudly laughing) – I panicked–
– He did say that. – I had 60 seconds. I didn’t know what I was doing, and you all saw it. (loudly laughing)
– Okay, are we done? – I am. – Do you guys have any questions for him? – Nope. – Now the pressure’s on you, Jamie. – The pressure’s on
me. Yeah, you’re right. – Can you top this magnificent expose of logos? – Oh, gosh… – Guys, may I present to you my logo, for Pat’s Tricks and Things. (Patrick loudly laughing)
– Oh, come on! Come on, I know who drew
that and it wasn’t you! – That’s great. – You know, there’s a lot
of jealousy on the set. – No.
– It is very good. – This is–
– Wow. – Everybody take it in.
– Oh, my God. – Wow.
– Everybody take it in. I’m coming over to you, Jordan. So I don’t know–
– Look at all the colors you got in.
– I know. – I have a question for
you, if you could take this. – Sure. – We talked about this being
Pat’s Tricks and Things. – Yeah, where’s the things? – Thank you, Julia. – Well listen,
I ran out of space. That was the one mistake that I made. I ran out of space. I didn’t quite draw it to scale.
– I just feel like actually, the mistake you made–
– What card is that above– – I didn’t draw it to scale.
– Was cheating. – What card is that above the king? – That’s the queen. – [Patrick] Let’s show
it to the camera– – It’s the queen, Julia.
The queen is Julia. She’s ruling over us kings, right? – All right.
– So, yeah, let’s get a– I want the audience to have a vote too, so let’s be fair. Let’s show
them everything at once. – Just text four for me. Go now. – All right. So Bryan,
we need you to vote. – Take your time.
– Well, you know, I think it’s pretty clear. I think Jamie, you’ve kinda taken– – Did I win?
– Taken the deal. – I won. I won.
– You blew it out. – Congrats, Jamie.
– I agree. – Congrats.
– Guys, listen, I feel vindicated because
earlier in the episode, I was crying sad tears.
Now I’m crying happy tears. – Well, well done.
– I’m crying happy tears. – Pat’s Tricks!
– I cried. – [Jordan] Logos are important. – So, I think this was a quick exercise on the importance of a logo. While a logo may not be everything about a brand–
– For sure. – If you get the logo wrong,
you can have a little bit of a negative impact on
the brand’s sentiment. – Yep, yep. – And I think everybody would
agree that Jordan did not– That Jordan’s execution would probably not bode well in the marketplace. – They know, Jamie. – Okay, cool.
– I guess. – Bryan, thanks again, man. We really appreciate you.
– You bet, it’s good to be with you guys.
– We love working with you as well–
– Stay with us forever. – Absolutely.
– It was a pleasure. Guys, thanks so much for joining us. We hope you had a great time today. We hope you learned a
few things about brand, the importance of brand. The process as well, it’s a long one, but you gotta go through the process of getting clear on your brand, communicating your brand
to the franchise network, getting them behind the why, and then helping them understand how they leverage
marketing and advertising in their local markets to make
people aware of the brand. So until next time, on
behalf of the entire team, Jordan, myself, Bryan, Julia, and Patrick, thanks so much for joining us. We’ll catch you next time on Dial It Up. – [Jordan] Peace! If you enjoyed this episode,
come back. Come hang out. Click that “subscribe” button right there. Hit the little “ding” button. It’s
gonna notify you of new uploads. I want you to come back. I know
Jamie wants you to come back. Julia for sure wants you to come back,
and Patrick’s somewhere else.

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