It may be a cliche, but it remains true that nothing is certain for business right now and in the future due to the COVID-19 pandemic. Brand building is a long-term sport with no finish line.
Today’s guest is David Lemley, a brand strategist with Retail Voodoo. He has worked with beloved brands, including Starbucks, REI, and KIND. David describes what steps to take to future-proof business and brands to thrive and survive for sustained success.
Some of the highlights of the show include:
- Branding’s Value: More than a logo—develop a truly authentic brand built to last
- Past Background: Branding used to be all about making marks and doing things
- Present and Future Branding: Promises you make, keep, and feel
- New Things: Help food, beverage, wellness, and fitness brands win market share
- Future-proof Brand: Plan to survive and thrive during unforeseen circumstances
- Consequences: Loss of market share and impacts partner/customer relationships
- Essential Component: Data and research from brightest minds erodes resistance
- Future-Proof Process: Understand core audience to anticipate changing needs
- Building Blocks: People view brands as personal identity with values and morals
- Tasks, Tactics, and Tips: Read David’s book, Beloved and Dominant Brands
- Vectors: Ingredient/technology, consumer preferences, worldwide, and relevance
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