The Next Evolution of Branding with Mona Amodeo
b'\\u201cIt\\u2019s no longer enough to sell the sizzle. Customers today want to know what\\u2019s behind it \\u2014 what the brand stands for.\\u201d While many (mis)categorize branding as simply a logo or a department or responsibility within the marketing department, strategist and author Mono Amodeo sees branding as a way of managing an organization. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Mona Amodeo\\nMona Amodeo, Ph.D.\\xa0is an innovator and catalyst for transforming organizations into brands that matter. She is an award-winning management strategist and recognized expert in organization development and change on a mission to move business-as-is to business-as-it-can be. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization culture. In her book,\\xa0Beyond Sizzle: The Next Evolution of Branding, Mona shares the secrets to igniting transformation by leveraging organization development principles and change management approaches as a new framework for business leaders to manage their brands.\\nEpisode Highlights\\nBrand is grounded in meaning.\\xa0First, we set the stage with some definitions.\\xa0\\u201cThe word brand is so complex. There\\u2019s probably ten definitions in the dictionary. My definition of brand is the meaning people associate with a name. Branding is the process of creating meaning.\\nThe trouble with story.\\xa0\\u201cYou\\u2019re not in control of your brand story \\u2014 it\\u2019s what other people say about you. But you are in control of your internal narrative.\\u201d And that has real impact because \\u201cwe change behaviors to fit stories \\u2014 stories are aspirational.\\u201d\\nBranding from the inside out.\\xa0To engage the entire organization, your people need to understand what you stand for as a brand and what it is you\\u2019re trying to do. To do this, Mona recommends creating an internal ID narrative. \\u201cThis gets people on the same page and people internally drive brands.\\u201d\\nWhat brand has made Mona smile recently?\\xa0\\u201cSubaru. I love driving my Subaru. I love going to the dealership. Brands that make you smile make you feel important.\\u201d\\nTo learn more,\\xa0go to\\xa0idgroupbranding.com\\xa0or check out Mona\\u2019s new book,\\xa0Beyond Sizzle, on Amazon.\\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\\xa0iTunes,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0iTunes\\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'