Brand Real: How Smart Companies Live Their Brand Promise [VIDEO]
Apple or Android? Toyota or Jeep? Coke or vitaminwater? Taco Bell or Chipotle? These days, consumers define themselves through brand choices, with the Internet throwing up new brands every day. No sooner had some chosen Facebook over Twitter than they discovered that Instagram was the new Facebook. Then Facebook was buying Instagram for $1 billion! What’s a brand-deluged consumer to do? And how can business leaders navigate this fast-changing landscape, so critical to success in a media age that’s characterized by capricious loyalties and nanosecond attention spans?
If a company wants to be successful, behind all that edgy new branding should be a promise to deliver predictable value, a promise to stand up at every “customer touch point.” Matt DeBord , KPCC’s business and economics reporter, talked about this with brand strategist and author, Laurence Vincent , head of The Brand Studio at United Talent Agency.
This program is a Drucker Business Forum co-presented by SCPR and the Drucker School of Management at Claremont Graduate University.
Matt DeBord : business and economics reporter for KPCC; his DeBord Report economy blog can be found at KPCC.org.
Laurence Vincent : head of The Brand Studio; over the past two decades, Larry has developed brand strategies for some of the world’s most famous brands, including CBS, Coca-Cola, Four Seasons Hotels, MasterCard, Microsoft, the National Football League, Sony Playstation, The Home Depot and vitamin water. His most recent book, Brand Real , was released in March 2012.