Summary In today's episode, I break down what thought leadership really means and how you can build mind share using four proven principles of memory. Here's what this means for you. You can become the go-to authority in your industry by getting correct information out faster than your competitors and leveraging how human memory actually…
Summary In today's episode, I explain why companies still hire SEO firms but warn that large language models like ChatGPT pose an existential threat to traditional search optimization. Here's what this means for you. You need an insurance policy built on brand and community because your unbranded content is likely feeding AI models without driving…
Ollyvia asks, “If you are starting a brand from scratch, where should I start?” The emotional aftertaste of a brand is the sum of a series of experiences. If you’re starting a brand from scratch, you need to decide what emotional aftertaste you want to evoke in your customers. Consider what other brands in your…
Summary In today's episode, I walk through how to define a brand's emotional aftertaste when starting from scratch, drawing on examples from coffee chains and consulting firms. Here's what this means for you. You gain a practical framework for choosing specific emotions that set your brand apart instead of defaulting to generic satisfaction that every…
Hannah asks, “What is identity marketing?” Identity marketing is the use of consumers’ identities for marketing purposes. This can be done by creating identities that customers adopt, or by bonding brands to customers’ existing identities. Identity marketing can be beneficial for customer retention, but it can also be detrimental by promoting polarization and inflexibility. Can’t…
Summary In today's episode, I break down what identity marketing really means, walk through vivid examples from Harley Davidson to political tribalism, and explore both its marketing power and its societal risks. Here's what this means for you. You gain a sharper lens for deciding whether fusing your brand to a customer's identity will lock…
Summary In today's episode, I tackle Jake's question about keeping tone of voice consistent between sales and marketing teams. Here's what this means for you. You protect your brand promise and customer trust when you unify messaging across every customer touchpoint. You'll also learn these concepts: why tone gaps reveal missing governance rather than personal…
At a recent event, I listened to a discussion about brand voice and it occurred to me that there really isn’t such a thing. Summary: A brand voice is the way a company or brand chooses to communicate with the public. It is the aggregate voice of the people who run that brand, the people…
Summary In today's episode, I challenge the idea that brand voice exists as a coherent entity and explore why most corporate brand voices end up sounding watered down. Here's what this means for you. You gain a sharper framework for cutting through committee-speak by empowering specific people to speak authentically for your organization. You'll also…
