Jan 9, 2018
Marketing, Branding, Business, Customers, Loyalty
Summary
Our brand is not what we’d LIKE the marketplace to think of us and say about us. It’s what they DO think and say about us. We’ll look at that in our Thought of the Day. And in our interview segment, branding authority, Alison Stratten shares with us the good, the bad, and the ugly when it comes to businesses … and their branding. That and more on today’s show.
Bob's Thought of the Day
We’ll explore:
- The importance of constantly working at being a brand worthy of being chosen over our worthy competitors in the marketplace.
- One way of being “brand worthy” to our customers.
- The
critical difference between how you WANT your customers to feel
about your company, and how they ACTUALLY feel about
it.
Interview with Alison Stratten
You’ll discover:
- How Alison defines branding.
- The two key elements of a brand.
- What it means to be disruptive.
- Four ways to create customer loyalty.
- How the logos of Apple and Volkswagon can elicit polar opposite feelings.
- Why rebranding is about changing practices and creating great brand stories.
- A compelling story about a pizza company whose staff saved a man’s life.
- Why frontline staff are a company’s biggest and best ambassadors.
- An example where trying too hard can come across as...insulting.
- Why a company should take more time to find out its customers’ real needs.
- One example of incongruence and one of congruence with two different brands.
Click to Tweet
- The only “why” we should have is because our customers want it or because our market needs it. #branding #business @unalison
- Your #brand doesn’t actually belong to you. It belongs to your customers. @unalison
- You can’t redesign a #logo to fix your problems, and you shouldn’t even try. #branding @unalison
Interview Links
UnPodcast.com
UnBranding
by Scott and Alison
Stratten
UnSelling
by Scott and Alison
Stratten
QR
Codes Kill Kittens by Scott and Alison Stratten
UnMarketing
by Scott and Alison
Stratten
The Book of Business Awesome/UnAwesome by Scott and Alison Stratten
Connect with Alison on LinkedIn
Connect with Alison on Facebook
Resources