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b'\\u201cThe old world of branding is falling away and it\\u2019s being replaced by intrinsic branding\\u2014this idea that if you get your inner world right, then how you show up in the outer world will be sincere, authentic, and interesting.\\u201d Emily Soccorsy and Justin Foster have an \\u201ciron-sharpens-iron\\u201d relationship that they bring to bear, sharpening brands as co-founders of Root + River. We discussed their work together and the unique challenges brands face today this week on the On Brand podcast.\\nEnjoy This Episode Now\\n\\nDownload Episode\\n\\nListen on Apple Podcasts\\n\\nListen on Spotify\\n\\nAbout Emily Soccorsy and Justin Foster\\nLike chicken and waffles, branding strategists and Root + River co-founders Emily Soccorsy and Justin Foster are a speaking duo who have the it-just-works factor. The two each have their own acoustic sound as presenters, but together, they make music they couldn\\u2019t alone. Their speeches play out like a compelling dialogue unfolding in real-time. With more than 50 speaking engagements and podcast interviews under their belts, they are able to create a collaboration-in-action experience to capture the minds and hearts of those who are listening. Together, they\\u2019re also the co-authors of the book\\xa0Rooting Up: Essays on Modern Branding.\\nEpisode Highlights\\nBranding and marketing in the midst of COVID-19.\\xa0For branding, the times they are a-changin.\\u2019 Especially in 2020. \\u201cWhat the world needs now is who you really are. Old world branding is interrupting someone else\\u2019s story. The new world is about inviting someone into your story.\\u201d\\nMore on intrinsic branding.\\xa0\\u201cThe old world of branding is falling away and it\\u2019s being replaced by intrinsic branding\\u2014this idea that if you get your inner world right\\u2014your mission, your beliefs, your culture\\u2014then how you show up in the outer world will be sincere, authentic, and interesting.\\u201d\\nThe trouble with mission statements \\u2026\\xa0Listeners of the show know that I\\u2019m not a big fan of most mission statements. That\\u2019s because these often become obtuse constructions instead of statements designed to provide focus and direction. Justin shared the Root + River mission formula: \\u201cThe thing that you\\u2019re here to do that only can do.\\u201d\\nWhat brand has made Emily and Justin smile recently?\\xa0\\u201cI\\u2019m gonna have to go with TikTok,\\u201d says Emily. As a parent, it\\u2019s helped her connect with her kids during COVID-19. Justin shared a brand that has stood out as a result of their pandemic marketing\\u2014Progressive Insurance. Specifically, their Zoom call commercials with the group editing together virtually.\\nTo learn more,\\xa0visit the\\xa0Root + River website, follow\\xa0Justin\\xa0and\\xa0Emily\\xa0on Twitter, and check out their book\\xa0Rooting Up: Essays on Modern Branding.\\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,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\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'