Bridging the Brand Activation Gap with Mitch Duckler
b'\\u201cIf your brand was to go away tomorrow, would anyone miss it?\\u201d Awkward silence. That\\u2019s because, for the most part, very few brands today are truly indispensable. Mitch Duckler is out to change that. The author of the new book The Indispensable Brand and founder of Full Surge was my guest this week on the On Brand podcast.\\nAbout Mitch Duckler\\nMitch Duckler is author of The Indispensable Brand, and a founder and managing partner of FullSurge, a brand and marketing strategy consultancy based in Chicago, Illinois. He has more than 25 years of brand management and management consulting experience, at Unilever, The Coca-Cola Company, Vivaldi Partners Group, and Prophet, where he co-led the brand strategy practice area. His client base includes Fortune 500 companies and numerous world-class brands, such as Boeing, Deloitte, and General Electric. Mitch is a faculty member of the Association of National Advertisers (ANA) School of Marketing.\\nEpisode Highlights\\nThe trouble with brand strategy. It has to work at both the 1,000-foot level and the 10-foot level. Mitch shared some of his favorite tactics for bridging this brand-activation gap across the three phases of experience \\u2014 pre-purchase, purchase, and post-purchase.\\nWho is a truly indispensable brand? I had to ask. \\u201cStarbucks is a brand that\\u2019s indispensable even though you can get coffee elsewhere.\\u201d\\nWhat can you do to make your brand indispensable? Start with the \\u201cjournalist questions\\u201d \\u2014 what, how, why, and who. Mitch recommends using these lenses to identify what\\u2019s truly unique about your business and your brand.\\nWhat brand has made Mitch smile recently? Peloton! Mitch shared how the brand took something as pedestrian (pun intended) as stationary biking and turned it into a social movement.\\nTo learn more, go to fullsurge.com and connect with Mitch on Twitter and LinkedIn.\\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 new 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, Google 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'