What’s the Buzz: Why Brand Matters
In this episode of What’s the Buzz?, Apis Productions’ Creative Director Jason Schutte takes over hosting duties with Marketing Director Jane Goldman as his guest. Together, they dig into the real meaning of branding—beyond logos and color palettes—exploring how brand drives business decisions, builds trust, and shapes perception in a crowded marketplace. Jane shares insights from her background working with big-name brands like Dunkin Donuts, Citizens Bank, and insurance companies, and applies that knowledge to the unique challenges of the financial and insurance industries.
Why Brand Matters
Episode Notes
Jason Schutte and Jane Goldman go beyond logos and taglines to explore the deeper role of branding in insurance and financial services. From trust-building to differentiation, here are the key lessons they unpack.
Key Takeaways from the Conversation:
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Brand vs. Marketing: Branding is the foundation (your “why” and your identity), while marketing is the ongoing execution of that foundation.
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Consistency Builds Trust: A strong brand resonates when every message, campaign, and touchpoint feels aligned—even if tailored to different audiences.
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Emotional Connection Matters: Insurance is often sold, not bought. Branding helps overcome consumer indifference or aversion by creating relatability and trust.
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Simplicity Wins: Memorable taglines (like Geico’s “15 minutes could save you 15%”) work because of repetition, clarity, and consistency over time.
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Brand Evolution, Not Rebrand: Most companies don’t need a total overhaul—just refinement. The brand should adapt with audiences, products, and technology.
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Differentiation is Critical: In a commoditized industry, branding is what carves out your unique “slice of the pie” and keeps customers loyal.
Branding isn’t just about looking good—it’s about building clarity, trust, and differentiation that makes all other business and marketing decisions easier. As Jason and Jane highlight, the strongest brands are those that stay consistent, connect emotionally, and evolve with their audience. For companies in the insurance and financial space, branding isn’t a nice-to-have—it’s the moat that protects your business and helps you grow.
Experts in this Episode
Jason
Creative Director
With 15+ years of experience in executive marketing strategy and creative direction, Jason has founded two successful ad agencies, launched dozens of products, and helped brands of all sizes craft high-impact, results-driven campaigns. Outside of work, he’s an avid photographer, capturing everything from museum collections to concert tours and street scenes across the U.S.
Jane
Marketing Director
With 25+ years in advertising, branding, and communications, Jane has led award-winning campaigns for Fortune 500 brands and built in-house marketing strategies for financial and insurance companies. Outside of work, she mentors young marketers, volunteers, and enjoys hiking, gardening, traveling, and life by the beach with her husband and rescue dog, River.
