Ten years in the life of a brand: the podcast
Every year, I look forward to the release of the FutureBrand Index, now in its tenth year.
In fact, it’s just over ten years now since I started my FutureBrand career and so I feel as though I’ve ‘grown up’ with the Index.
It was in November last year that I shared my reflections on the latest study and the lessons to be learned for brand and business leaders, click the link below to have a read.
In particular, I highlighted three lessons, inspired by ten years of data.
Keep it simple. Be specific. Make it real.
Lessons not simply for one managing one brand or another, but for the practice of branding at large.
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At around the same time, Darren Woolley invited me to join him for an episode of TrinityP3’s Managing Marketing podcast – conversations with thought-leaders, professionals and practitioners of marketing and communications on the issues, insights and opportunities in the marketing management category.
It’s always interesting to chat with Darren about all things brand and marketing, reflecting on a decade of data and what it all means for brand-building past, present and future.
Building on those three lessons, we talk about why managing brands as intangible assets risks doing them a disservice; why valuing a brand is not always useful for a business; and, why there's an all-important distinction between customer experience and brand experience.
…and so much more, from neuroscience to naming to why even the most corporate of corporations has an emotional need to engage via the employee experience.
Listen here, let me know what you think – and by all means let me know if you’d like to learn more about how your brand can mean more people want to work for or buy from your business.
I’ll be back at the end of the month with my regular newsletter, looking forward to sharing more news, views and insights then. (Spoiler alert: ‘customer experience’ seems to be the term on everyone’s lips right now, so you can expect a CX theme to the next monthly newsletter.)
Marketing Strategy | Brand Awareness & Management | Digital Engagement | Campaign Management | Customer Acquisition & Retention | Data & Insights | Super Review’s Marketer of the Year
1 周This was a great interview with lots of insights to apply. Brand experience, meaningful points of friction, getting the whole organisation to be brand advocates, purpose and even a nod to the Superannuation industry. Took notes and am sharing it across the team.