# 43 – Jeppe & Martin: The Promised Brand – why branding matters with Mats Urde, Brand Orientation [Video]

THE GROWTH AGENDA – SALES & MARKETING PODCAST 🎙️
Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book “The Brand Matrix.” They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization’s identity.

With engaging stories, from building sustainable brands to a passion for Icelandic horses – this is an episode you don’t want to miss.

About the podcast: “Where will growth come from?” An old question that increasingly needs new answers, as buyer behaviour is evolving, buyers increasingly self-educate and old sales & marketing tactics are under pressure. This podcast is for sales, growth & marketing professionals that are looking for new and smarter ways of growing. Driven by sales & marketing nerds from Kvadrant Consulting, a growth-focused management consultancy from Copenhagen, we explore topics across the sales & marketing spectrum with a mix of commercial leaders and internal experts. Happy listening and looking forward to put growth on the agenda! Formerly known as “The CRO Podcast”.