Episode 106 - Behavior-Based Brand Building
11/15/23 • 9 min
Unfortunately, the folks who talk loudest about brand-building are either a) branding agencies, b) venture capitalists or c) overly enthusiastic founders. Curb your enthusiasm. You can design a brand identity, a symbolic system. But, ‘brand’ is an outcome. It is an outcome based on influencing real human behavior, entering social networks with memorable consumer experiences, potent symbolism, and grassroots ‘influence,’ not social media puffery. Learn the rules of behavior-based brand-building or get ready to struggle unnecessarily on your journey up the Skate Ramp.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
Please send feedback on this or other episodes to: [email protected]
Unfortunately, the folks who talk loudest about brand-building are either a) branding agencies, b) venture capitalists or c) overly enthusiastic founders. Curb your enthusiasm. You can design a brand identity, a symbolic system. But, ‘brand’ is an outcome. It is an outcome based on influencing real human behavior, entering social networks with memorable consumer experiences, potent symbolism, and grassroots ‘influence,’ not social media puffery. Learn the rules of behavior-based brand-building or get ready to struggle unnecessarily on your journey up the Skate Ramp.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
Please send feedback on this or other episodes to: [email protected]
Previous Episode
Episode 105 - Advertising ROAS and Repeat Purchase
In the world of consumer brands, it’s common for investors to look down on paid advertising. Why? Because they often don’t see the same kind of trial surge that a temporary price reduction or change in attribute-outcome signaling can deliver. So, they generally see no real return on the expense. However, ROAS has to be calculated on the basis of a longer-term view of how repeat purchasers contribute to the brand.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
Please send feedback on this or other episodes to: [email protected]
Next Episode
Episode 107 - Is The Bad Funding Environment Necessarily a Bad Thing?
Lots of well-run, patient brands need an angel infusion right now. But the absence of VC right now is still a blessing. Instead, founders will need to network for angel cash, be much more focused and disciplined and yes fewer people will get to play. Fewer, better businesses actually improve the whole ecosystem in my opinion. In this episode, I lay out how I came to this conclusion recently.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
Please send feedback on this or other episodes to: [email protected]
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