On this episode of Candid Creative, Antonio continues his conversation with Rhonda Glynn, a small business strategist, and coach who works primarily with female entrepreneurs. Rhonda begins by sharing her disappointment with Howard Schultz, CEO of Starbucks, for his decision to ban employees from wearing symbols related to Black Lives Matter. She believes that this is incompatible with the company’s image and a sign of an old way of doing business that no longer works anymore.
Instead, brands must be consistent and find their niche in order to adapt to a value-based economy. Consumers want to know and be known. To hear and be heard. That doesn’t mean that a brand should be strictly ‘political,’ however. It’s about awareness, not an agenda. Know your customer so they don’t ‘strike back’ against a lack of authenticity. Share the truth, or trust will be lost forever.
COVID-19 has sped up this transition. With social interaction at an all-time low, people are looking to be heard on a deeper level. Brands must speak to this need through stories and genuine communication. This may lead many companies to go back to the drawing board or disappear completely. For better or worse, simple transactions are no longer tolerated. There must be an exchange on both ends.
Things will never go back to how they were. Our society has reached a tipping point, and having the right mindset will determine your success. Rhonda points to a greater need for preparation to remove uncertainty. Because we live in a binary era where everything is virtual, pivoting your strategy through innovative technology like video will restore the human connection in a positive, but completely different way.
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Visit Rhonda at https://www.rhondaglynn.com/
Follow Rhonda on IG: @zoma.business.solutions
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09/17/20 • 38 min
The Candid Creative - A Brand is a Story | Ep. #14 with Rhonda
Transcript
Welcome to the candid creative show made for creators, creatives and entrepreneurs. Whether you're starting out, growing or established, this is the show for you. This is part two with Rhonda, thank you so much for continuing listening. And I'm going to give you a little rewind into the previous episode. Let's jump right in. Yeah, I think it's important to because I feel like how you said like people people are more intuitive about or like,
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