Case study of brand management, to see how a French podcast use management strategies.

2. INTRODUCTION
01
THE BRAND
POSITIONING
AND VALUES
02
ISSUES IN
MANAGEMENT
03

3. WAYS TO HANDLE THE
ISSUES
01
RECOMMENDATIONS
02

4. The name La Poudre means The Powder in
French. La Poudre is a feminist podcast. It was
founded in 2016 .Lauren Bastide is a French
journalist , feminist, podcaster , spokesperson for
the better representation of women and an
activist on intersectional feminism. She founded
"New Ways to Listen," a podcast production
company.

5. Feminism is a complex set of ideologies and
theories, that at its core seeks to achieve equal
social, political, and economic rights for women and
men. Feminism refers to a diverse variety of beliefs,
ideas, movements, and agendas for action. It refers
to any actions, especially organized, that promote
changes in society to end patterns that have
disadvantaged women.

6. Who Asked Her – Pacific
Mothers of Invention – Europe
The Wildness with Tiff and Manda – Africa
This is Our Time – Antarctica
Confessions of Successful Asian Women – Asia
Backtalk – North America
Bitter Brown Femmes – Americas
“Bad” Behavior – Australia

7. In La Poudre Lauren Bastide interviews successful
women for them to tell us about their lives and
ideas about society. In the past few years, Bastide
has become one of the most prominent feminist
figure in France, reaching several hundred thousand
people through her podcast and social networks. She
is a regular guest of most French media, where she
raises the general public awareness of feminist issues
while asking political powers to act on it.

9. It’s no secret that podcasts are gaining in popularity these days and are one of today’s
trending media platforms. But just like magazines, TV shows or companies, podcasts should
have a specific branding strategy to differentiate themselves from the competition, create a
unique universe, and attract new audiences.
A podcast is a series of episodic audio files that users can listen to via streaming
platforms such as iTunes, SoundCloud, Spotify and other podcast sites and apps. Podcasts
share aspects with traditional radio programs but are different in their distribution model:
internet stored files vs. radio diffusion. A podcast episode usually has a length of around 20
minutes. However some podcasts can last between one to two hours.

10. La Poudre is with the purpose of
offering a safe space for women to speak
and share their ideas without taboos.
Based on the information available online
and on the episodes, we can deduct that
the main values of La Poudre are respect,
gender equality, freedom of speech, and
education.

11. How to creating a strong brand
identity with the restriction by the
medium？

12. The name La Poudre means The Powder in
French. On each episode, hostess Lauren Bastide
likes to ask her guests what this word means to
them. The answers provided are as diverse as
they are interesting: make-up powder, the
powder related to explosions, magic dust, just
to name a few.
Choosing a name that can evoke different
concepts is an interesting move. The audience
can identify itself with its own vision of the
podcast name and of feminism in general.

13. Audio Brand Identity
The audio branding strategy is mainly based on a famous jingle composed of
music and powerful feminine voices with a vintage twist. It directly makes people
dive into La Poudre’s world and allows them to connect with the universe created
by the hostess and her guests.
The jingle is also a powerful way to express the brand’s personality. It uses a
mix of catchy melodies and recordings of feminine activist voices, evoking courage,
strength and a willingness to move forward.
Another important factor of La Poudre‘s credibility is the tone of voice used by
the hostess of the podcast. Lauren Bastide’s soft and benevolent voice also helps
create a secure and intimate environment for women to share ideas – aligned with
the purpose of the podcast.

14. Brand Visual Identity
To make the podcast brand image attractive to listeners it is important to
maintain a coherence between audio and visual communications.
In terms of the visual identity, the font used for the logo fits the style of
the illustration that represents the podcast. La Poudre‘s illustration of a
woman on a pale pink background also perfectly matches the brand’s values and
audio attributes .The pink color is relevant to Feminism .It is easily identifiable
on podcast platforms.

15. Brand Visual Identity
On Instagram, La Poudre
uses the same font and pale
pink color combined with
backstage pictures in black
and white, making the visual
identity coherent across
platforms

16. Brand Visual Identity
The visual identity is also
100% aligned with the podcast
studio Nouvelles Écoutes’ brand
architecture: almost all
podcasts from this studio share
a similar visual identity (same
font + illustrations on a
colored background). This is a
very smart decision as it allows
the audience to easily recognize
other podcasts produced by
the studio and communicates a
professional image to the
public.

17. Brand Visual Identity

18. As stated above, a podcast allows to deeply connect with
targeted audiences via intimate conversations and stories. The
audio format allows producers to share emotions in a unique
way, by only focusing on voices, sounds but also on silence.
Choosing to communicate via a podcast is also a way of freeing
the guests from having a camera pointed at them and
therefore provides more comfort and ease during the
interviews. The podcast format is therefore fully aligned with
the La Poudre‘s purpose of offering a safe place for women to
speak freely.

20. La Poudre podcast focuses on providing informative
and authentic content. The interviews of women are
long, allowing sufficient time to discuss important topics
around women and feminism in a non-judgemental way.
The guests are never interrupted and have the freedom
to express their feelings and ideas.
This probably contributed to the growing success of La
Poudre. The Podcast often appears within the Top 5
French podcasts on iTunes and their Instagram now
counts more than 56,000 followers.
Authentic content is the key resulted in more loyal
and emotionally connected consumers.

21. Marketing is an organizational function. Marketing is not done only by the
marketing department . To create a strong marketing organization ,marketers must
think like executives in other department, and executives in other departments must
think more like marketers. La Poudre did well in multiple departments collaboration.
Successful marketing management includes developing marketing strategies and
plans, capturing marketing insights , connecting with customers, build strong brands,
creating, delivering and communicating value , and creating long term growth. More
strategies on using the influence of social network will contribute to more audiences.

22. La Poudre’s brand strategy is consistent across different
communication touch points with the audience. The chosen
name, audio and visual elements perfectly reflect the brand’s
identity. They have contributed to the creation of a unique
experience for the audience, making the community grow and
engaged over the years.
This is a clear example of how a well-thought-out brand
strategy can create a unique and consistent podcast experience.
It does not only allow the podcast to attract and retain
audiences, but also contributes to the creation of a world that
listeners want to be part of.

23. Peripheral Products
T-shirts with the pattern of
illustrations on a colored
background.

24. Bloggers and Influencers
Brands and retailers are turning towards
influencers as major marketing channels.
Bloggers and influencers are not merely
marketing tools, but rather social
relationship assets with which brands can
collaborate to achieve their marketing
objectives.
A lifestyle feminist blogger could add
listening the podcast of La Poudre to her
daily routine ,and drink with a mug with the
La Poudre illustration pattern. Peripheral
products can be sent as a gift to them.

25. https://www.thebrandingjournal.com/2020/02/how-brand-podcast-la-poudre-case-study/
"LAUREN BASTIDE". http://www.womarts.eu/ Retrieved 2019-11-01 .
https://soundcloud.com/nouvelles-ecoutes/la-poudre-episode-64-mazarine-pingeot
https://www.nouvellesecoutes.fr/a-propos/
https://iwda.org.au/8-feminist-podcasts-from-around-the-world/
https://influence.co/category/feminism
https://influencermarketinghub.com/what-is-an-influencer/
Marketing Management Kotler Keller