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b'\\u201cBrand and culture are two weird words that are getting put together more and more.\\u201d This week on the On Brand podcast, we explore these two words\\u2014brand and culture\\u2014and how to activate them in the creation of meaningful brand experiences with Dennis Hahn, chief strategy officer at Liquid.\\nAbout Dennis Hahn\\nAs chief strategy officer at Liquid, Dennis Hahn is responsible for the methodologies that Liquid uses to address the strategic challenges of our clients. Dennis leads teams of strategists across all of Liquid\\u2019s offices, providing expertise, mentoring and consulting on a wide range of significant strategic branding initiatives for clients that include John Deere, HP, Microsoft, Motorola, Nasdaq, PayPal and Walmart.\\nPrior to joining Liquid, Dennis spent 10 years as the president and chief strategy officer of ID Branding, a multi-disciplinary agency that grows meaningful brands for consumers and employees. It was here that he worked closely with cultural anthropologists to pioneer methods that help organizations enculturate their brands with their employees and customers. Working with the leadership teams of companies like Microsoft, Intel, Symantec, SAIF and Mercy, Dennis has provided his expertise to create alignment and commitment to organization-wide brand culture programs.\\nDennis holds a bachelor\\u2019s degree in graphic design from Portland State University. He was also an adjunct professor at PSU for eight years, where he taught strategy through the university\\u2019s Professional Development Center. Dennis has spoken at numerous conferences about branding and strategy and has written on the subject of brand culture.\\nEpisode Highlights\\nThe epicenter of branding and culture. \\u201cToday the new power trio in brand culture is the CMO, the CHRO, and the CEO.\\u201d Together this group needs to lead the creation of a culture platform that aligns with the brand platform.\\n\\u201cYou said the A word.\\u201d When Dennis mentioned authenticity, I asked how we can better tackle this buzzword. \\u201cThe \\u201890s was really the golden era of modern branding with the Nike ads \\u2026 In the 2000s the internet exposed what brands were doing.\\u201d Today brands have to walk the talk.\\nWhat\\u2019s swarming? Once I heard the name of Liquid\\u2019s signature brand development process I had to know more. \\u201cIf design thinking and Lean Startup had a baby it would be our process. We get a bunch of minds together to swarm the problem.\\u201d This leads to divergent thinking and innovative solutions.\\nWhat brand has made Dennis smile recently? \\u201cI\\u2019ve been pleasantly surprised by Alaskan Airlines. I don\\u2019t know about you but I never smile when I get on airplanes but I\\u2019ve loved seeing this brand evolve.\\u201d\\nTo learn more, go to the Liquid agency website, connect with Dennis on LinkedIn, and, for extra fun, check out his mixology website vivalacocktail.com.\\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,\\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'