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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

Links:

• Retail Voodoo
• David Lemley on LinkedIn
• Beloved and Dominant Brands by David Lemley
• Essential Water
• LesserEvil
• Managing The Professional Service Firm by David Maister
• Ben Sailer on LinkedIn
• CoSchedule