The Hummingbird Effect with Wendy Coulter

Join Wendy Coulter and marketing strategist Hanna Jernigan as they sit down with Jackie Woodward, a seasoned CMO with experience at McDonald's, MillerCoors, General Mills, Krispy Kreme, and Bojangles. Discover Jackie's expert insights on branding, including the power of small innovations, the revitalization of iconic brands, and the role of media investment in driving growth. Learn about transformative campaigns like McDonald's 'I'm Lovin' It' and Miller Lite's introduction of the aluminum bottle. Jackie also shares her journey and passion for the Olympics, her experiences with Russian adoption, and the importance of curiosity and understanding consumer behavior to stay relevant in an ever-changing market.

00:00 Unlocking the Hidden Power of Brands

00:53 Introducing Hanna Jernigan and Jackie Woodward

01:23 Jackie's Impressive Background and the World University Games

02:54 The Hummingbird Effect in Branding

03:27 Fun Facts About Jackie Woodward

05:19 Jackie's Current Ventures and Executive Coaching

09:20 Revitalizing Bojangles' Visual Identity

16:50 The Importance of Innovation in Branding

24:07 Consultant's Perspective on CFO Pushback

24:38 The Power of Immediate Retail Impact

25:27 Digital Attribution and Data-Driven CFOs

27:10 Marketing Mix Models and Econometric Modeling

27:52 The Cultural Impact of Marketing: McDonald's Case Study

30:52 Global Marketing and Franchisee Engagement

33:46 McDonald's Nostalgia Marketing Strategy

37:53 Curiosity and Market Trends in Marketing

41:26 Balancing Innovation and Brand Identity

44:35 Conclusion and Final Thoughts

In this engaging episode, host Wendy Coulter discusses the profound impact of small innovative changes with Dr. Rebecca Corbin, President and CEO of the National Association for Community College Entrepreneurship (NACCE). The conversation delves into the 'Hummingbird Effect,' where minor tweaks in branding and marketing lead to significant, often surprising results. Dr. Corbin shares insights from her leadership journey, recounts the strategic move to Cary, North Carolina, and talks about how simplifying a mission statement catalyzed NACCE's growth. The episode is rich with practical examples and emphasizes the importance of an entrepreneurial mindset, collaborative leadership, and continuous learning. Concluding with Dr. Corbin's thoughts on gratitude and readiness to seize unexpected opportunities, this conversation offers valuable lessons for leaders and innovators alike.

00:00 Introduction to Brand Power

01:12 Meet the Guest: Dr. Rebecca Corbin

03:52 The Journey to North Carolina

06:02 Testifying Before Congress

07:28 The Buffalo and Hummingbird Effect

12:42 Simplifying the Mission Statement

21:00 Reflecting on Leadership Styles

21:49 Embracing Direct Feedback

22:47 The Hummingbird Effect

23:49 Small Changes, Big Impact

25:18 Adapting Branding and Marketing

28:34 Staying Nimble and Adaptable

29:55 The Power of Facilitated Retreats

32:53 Embracing Change in the Media Industry

35:28 Leadership Journey Recap

39:54 Final Thoughts and Gratitude

Thanks for listening!

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Schedule a quick 30-minute call with Wendy at https://calendly.com/ideastakeflight/.
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In this episode of "The Hummingbird Effect with Wendy Coulter," we turn the tables and interview our host, Wendy Coulter, to delve deeper into what the Hummingbird Effect means to her and how it has shaped her journey and success. Wendy, a seasoned expert in strategic marketing and brand building, shares her experiences and insights on achieving transformational results through small yet impactful changes.

Key Topics Discussed:

1. Wendy's Journey:
   • Wendy recounts her beginnings in her father's shoe store in Statesville, North Carolina, where she first learned about marketing and advertising through creative promotions.
   • Her academic journey at NC State School of Design, earning degrees in architecture and industrial design, and a minor in communications.
   • The evolution of her career from graphic design to founding Hummingbird Creative Group and focusing on strategic branding.
2. The Essence of the Hummingbird Effect:
   • The concept of making small tweaks in marketing strategies that can lead to significant outcomes in business growth, company culture, and sales success.
   • Real-life examples of how minor adjustments have led to major impacts for various clients.
3. Client Success Stories:
   • OX: A homegrown message evolved into a campaign centered on "OX Cares," which led to the creation of a culture committee that significantly impacted the company's community involvement and legacy.
   • Annual Meeting Rollout: How helping a client roll out a new "why statement" at their annual meeting, complete with a neon sign, transformed internal motivation and external client engagement.
4. Challenges in Marketing:
   • Navigating client requests that may not align with their brand and the importance of staying true to core values and tone of voice.
   • Ensuring all team members are well-informed about brand elements to maintain consistency in marketing efforts.
5. The Importance of Staying True to Your Brand:
   • Avoiding the temptation to follow competitors' trends and focusing on what makes your brand unique.
   • Emphasizing the significance of small, strategic tweaks that are aligned with the brand's core values and culture.
6. Internal Hummingbird Effect Example:
   • An internal story about adjusting a social media strategy to better align with a client's brand identity, resulting in a more effective and authentic marketing approach.

Key Takeaways:

• Small Changes Lead to Big Impacts: Focus on making incremental improvements that are true to your brand’s core values and culture.
• Stay Informed and Consistent: Ensure all team members are well-versed in the brand's elements and strategies to maintain a cohesive marketing message.
• Embrace Innovation: Be open to new ideas and approaches, but always align them with your brand's identity and values.

Call to Action:

• Subscribe to "The Hummingbird Effect with Wendy Coulter" to discover more insights and stories about achieving transformational results through strategic branding and marketing.
• Join us on this journey to learn how you can find your own Hummingbird Effect and apply these principles to your business.

Get Hummingbird Creative Group’s “20 Powerful Reasons To Brand Your Business.”
Schedule a quick 30-minute call with Wendy at https://calendly.com/ideastakeflight/.
Sign up for the Birds of Wisdom newsletter from the Hummingbird Creative Group.

Welcome to the first episode of "The Hummingbird Effect with Wendy Coulter." In this premiere episode, Wendy introduces the concept of the Hummingbird Effect and how small innovations in branding can lead to significant transformations for businesses. Wendy is joined by Hanna Jernigan, a team member at Hummingbird, to delve into the journey and explore the concept together.

Key Topics Discussed:

1. Introduction to the Hummingbird Effect:
   • Wendy explains how the idea of the Hummingbird Effect is inspired by the co-evolution of hummingbirds and flowers, emphasizing that small changes in one area can lead to large results in another.
   • The importance of building a strong brand rather than just focusing on marketing tactics.
2. Real-World Examples:
   • Lego: How the simple idea of construction toys led to innovations in robotics and team-building activities.
   • Apple: The evolution from mainframe computers to personal computers and the subsequent development of the iPod, iPad, and iPhone.
   • Nike: The creation of the waffle-pattern sole inspired by a waffle iron, leading to a focus on performance enhancement in running shoes.
   • Beyoncé: Her strategic changes in music style and brand extensions to resonate with evolving social changes and fan base expectations.
   • Prince: His gender-fluid fashion and innovative music style that broke boundaries and influenced fashion and music industries.
3. Application to Marketing:
   • How seemingly insignificant changes in a marketing plan can lead to major shifts in other areas of a business.
   • The importance of understanding core values and making small, strategic tweaks to align with them.
   • Examples of how small innovations can differentiate a brand and create lasting connections.
4. Advice for Brands:
   • Share ongoing changes within the company with marketing partners to identify potential small tweaks that can lead to big outcomes.
   • Avoid sticking to the status quo even when something is working well; small changes can help stand out to customers and market targets.
5. Encouragement to Innovate:
   • Embrace innovation and seek inspiration from past developments.
   • Recognize the power of small changes and their potential to create significant impact.

Call to Action:

• Subscribe to "The Hummingbird Effect with Wendy Coulter" to learn about other instances of the Hummingbird Effect and be empowered to discover your own.

Tune in to explore the power of small changes and how they can lead to monumental success in branding and marketing. Join Wendy and her guests as they uncover the secrets behind the Hummingbird Effect and inspire you to implement these insights in your own business.

Get Hummingbird Creative Group’s “20 Powerful Reasons To Brand Your Business.”
Schedule a quick 30-minute call with Wendy at https://calendly.com/ideastakeflight/.
Sign up for the Birds of Wisdom newsletter from the Hummingbird Creative Group.

Host: Wendy Coulter, CEO of Hummingbird Creative Group

Episode Description: In this introductory episode of "The Hummingbird Effect," host Wendy Coulter shares her journey and the inspiration behind starting this podcast. Wendy, the CEO of Hummingbird Creative Group, has been helping business leaders redefine their brands for over 25 years. This episode sets the stage for what listeners can expect from the podcast, focusing on how small innovations can significantly impact brand valuation and business growth.

Key Points:

• Wendy Coulter's background and experience in brand strategy.
• The concept of brand orientation and its influence on business value.
• The shift from focusing on marketing tactics to building a strong brand orientation.
• The importance of culture, core values, mission, and vision in brand building.
• The Hummingbird Effect: How small, adaptive changes can lead to significant business outcomes.
• Stories and insights that will be featured in future episodes.

Quotes:

• "Your brand is not your marketing; your brand is your culture, who you are, and what your reputation is."
• "Like Jeff Bezos says, your brand is what people say about you when you're not in the room."
• "The Hummingbird Effect helps clients make small tweaks that evolve their brand, attracting more business and increasing value."

Takeaways:

• Understanding the deeper meaning of a brand beyond logos and colors.
• Recognizing the long-term value of brand orientation over short-term marketing ROI.
• Learning how small innovations and strategic branding can enhance business valuation.

Resources Mentioned:

• Steven Johnson's book, How We Got to Now

Call to Action: Subscribe to "The Hummingbird Effect" for more stories, tips, and insights on how to innovate and grow your brand effectively.

Connect with Wendy Coulter:

• Website: Hummingbird Creative Group
• LinkedIn: Wendy Coulter

Tags: Brand Strategy, Business Innovation, Marketing Tips, Brand Orientation, Business Growth