Brands as Building Blocks of Personal Identity with David Lemley
\u201cThe brand has changed from goods and services to a building block of personal identity.\u201d David Lemley knows this first hand. Twenty years ago he led the team that helped Starbucks grow from a boutique coffee shop to a brand many have cited on this show as one that makes them smile consistently. Today, at his company Retail Voodoo, he helps food and beverage brands stand out while also standing for something in the hearts and minds of those they serve. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout David Lemley\nDavid Lemley\xa0helps brands become legendary. David is the President and Chief Strategist of Retail Voodoo, a U.S. based brand strategy firm l that helps specialty food and beverage brands gain market share by addressing their toughest growth challenges. Armed with a passion for ideology-driven companies and over 25 years of industry experience, David sets the standard for all research, brand strategy, brand positioning, and marketing translation for the firm. Clients include: Essentia Water, KIND Healthy Snacks, Sur la Table, and Dry Soda Company, and Alden\u2019s Organic Ice Cream.\nEpisode Highlights\nBuilding the Starbucks brand.\xa0Twenty years ago, David led the brand team that helped transform Starbucks into a brand most interact with daily. His challenge: how does Starbucks plug into everyday life? \u201cWe started with the words, concepts, and rituals.\u201d Today, they\u2019re still using the toolbox David helped define. He also shared\xa0this touching story\xa0on how Starbucks continues to make a difference today.\nUsable tools are critical to building standout brands \u2026\n\u201cWe want to write the first version of the song but we want to teach everyone to sing it. And we want everyone to scat with it.\u201d\xa0For those new to the term \u2018scatting,\u2019 this is a form of improvised vocal jazz. David reminded us all that brand builders need to create tools that other team members can take and build and change.\nMarketing above and below the waterline.\xa0\u201cMost of us spend too much time up in the tippity-top trees of social,\u201d instead of getting down, below the waterline at the deeper issues that impact your brand such as audience, positioning, and culture.\n\u201cI\u2019m a student of marketing but I don\u2019t yet say I\u2019m a marketer.\u201d\xa0David frames his life and work this way because marketing is changing rapidly. Because of this, he\u2019s learning constantly.\nWhat brand has made Darren smile recently?\xa0Bulletproof. \u201cThey\u2019re the bio-hacker\u2019s spirit guide.\u201d This is a key building block in David\u2019s own personal identity. They also allow him to put butter and coconut oil in his coffee!\nTo learn more,\xa0check out the\xa0Retail Voodoo website.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices