{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Nirm Shanbhag sees brand architecture from the consumer's perspective","description":"Nirm Shanbhag is the Chief Strategy Officer of Sid Lee USA, an international creative company. He\u2019s also my old boss. Back in 2012, he was running the San Francisco office of Interbrand, and he hired me as Director of Verbal Identity. Before Interbrand, Nirm earned his MBA from London Business School and worked in advertising, at firms like Mullen and McCann. He also ran his own, independent agency, Notch Strategy, for about six years between his roles at Interbrand and Sid Lee. Nirm and I have worked together quite a bit\u2014first at Interbrand, then as independent consultants. We\u2019ve been called in on brand architecture projects a few times, and Nirm is one of just a handful of people I consider an expert on the topic. Since I haven\u2019t had too many (any) episodes focused on brand architecture, I was eager to get Nirm to share some of his insights into brand architecture\u2014what it is, why it matters, and how it should be done. Throughout the conversation, Nirm came back time and again to the idea of keeping the consumer\u2019s journey front and center, considering their motivations and approaches to decision-making. We also talked about brand purpose, and whether brands are good or bad for society (heady stuff). At the end of the conversation, Nirm recommended two very different books: The Experience Economy (\u201ca seminal work and \u2026 one that not a lot of people know about\u201d) and A Brief History of Time, by Stephen Hawking. I\u2019ve probably read [A Brief History of Time] four times in my life. The reason I think it\u2019s worthwhile is because, yeah, it\u2019s about physics, but at its heart it\u2019s a book about perspective and recognizing that your perspective can change.\u201d \u2013 Nirm Shanbhag To learn more about Nirm and Sid Lee, visit sidlee.com. I also recommend you check out some of Nirm\u2019s blog posts on the Notch blog. ","author_name":"How Brands Are Built","author_url":"https:\/\/www.howbrandsarebuilt.com\/podcast\/","html":"