Tisha Oehmen Discusses “Finding Brand” on the Bill Meyer Show

Tisha Oehmen, partner at Paradux Media Group and author of “Finding Brand: The Brand Book Tutorial,” was a guest on the Bill Meyer Show, airing on KMED 1440. The interview centered on the principles underlying the book and the broader role that branding plays in achieving business success.

During the conversation, Oehmen and Meyer explored the differences between advertising and branding—two concepts that are often used interchangeably but serve distinct purposes. While advertising is typically campaign-driven and tactical, branding is foundational, shaping how a business is perceived over time and across every interaction.

The discussion highlighted why branding matters for organizations of all sizes, from solo entrepreneurs to large, established companies. Oehmen emphasized that a clear brand position helps businesses make better decisions, communicate more consistently, and build stronger relationships with their audiences.

Much of the interview centered on the practical exercises outlined in Finding Brand. The book includes ten guided exercises designed to help business owners and leaders clarify who they are, what they stand for, and how that identity should be expressed in the marketplace. These exercises are designed to transition branding from an abstract concept into a tangible process.

In addition to discussing theory and strategy, the conversation included real-world examples of effective branding. Oehmen and Meyer referenced well-known campaigns and brand elements, including Kmart’s “Ship My Pants” commercial, Geico’s gecko, and Nike’s iconic swoosh, illustrating how strong brands communicate quickly and memorably.

The interview also touched on how branding influences everyday decisions—sometimes in unexpected ways—and how even casual choices reflect both personal and organizational brand identity. The approachable format of the show allowed for a wide-ranging discussion that connected branding concepts to real-life experiences.

Listeners who were unable to tune in live can listen to the full interview here. For those interested in exploring the concepts further, “Finding Brand: The Brand Book Tutorial” is available on Amazon.

Paradux Media Group appreciates the opportunity to share insights on branding through local media and values the role of conversations like these in helping businesses better understand the strategic importance of brand.