Page 35 - Poze Magazine Volume 80

Dead Horse Branding has
Photography Credit: Ari Lyon
The DH7 branding module you
developed is now being integrated
into educational programs like the
Joel Katz Music Business Program.
Can you explain the importance of
this module and how it prepares
students for success in the industry?
Imagine learning how to brand yourself,
your company you want to build, or a
talent/creative you want to work with; this
DH7 module really is the leapfrog of all
leapfrogs into the working world with an
incredible knowledge base equipped to take
over your life. It takes all of the HOW’s out of You do NOT have to be authentic—
it. It’s so incredible to take what we do on a your BRAND has to be authentic, and
daily basis to real brands and people and be
able to educate that in the schoolroom. If I
had had these formulas and brand-building
experience in school, I most definitely would
not have dropped out to go and find out how
to do it on the street, and it would have saved who you are till everyone knows who
me years in time, years! I am so happy we get
to do this; it’s an incredible school with
amazing students, and we cannot wait to
keep growing it.
achieved remarkable success
under your leadership, growing
from a startup to a multi-million
dollar company in under five
years. What key strategies or
philosophies have contributed to
this rapid growth and success?
I identified some branding gaps in the
whole branding/marketing system and
put several things together that my now-
husband and business partner Rick had
educated me on in the early days, plus
with the promotional and sales
information I knew. Together we created
a linear branding formula that we tried
and tested in a very specific order from
brand to brand and saw awesome
results. So the ability to identify market
and product gaps mixed with a do-or-die
attitude and meeting my business
partner is what made it all fall into place.
As someone who has worked with a
wide range of high-profile clients and
brands, from HGTV to Steven Tyler’s
band, what are the essential elements
of a successful branding strategy in
today's competitive market?
Reiterate who you are to your
audience over and over and over till
you are sick of it, FROM EVERY
ANGLE. That is something that has
never changed and that has nothing
to do with the word "be authentic."
you and your brand can be two
completely different brands at the
end of the day—but whatever one is
forward-facing, you drum that baby
in till the end of time: “No one knows
you are.”
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