LTB S2 012 Graham Robertson - Beloved brands
Change the pace of your thinking.
In this episode I talk with Graham Robertson, author of the awesome book 'beloved brands' and over 20 years of experience at companies such as Coca-Cola, Johnson and Johnson, General Mills,… He knows his stuff. We talk about the rise of smaller brands, learning about your consumer, finding brand purpose, Mc-donalds, Nike and much more.
We talk about:
His amazing book ‘beloved brands’
The rise of small and mid-size brands or ‘craft' brands as Graham calls them
Nike’s recent campaign
How smaller agencies can play a new role in this world
Strategy is ‘thinking slow’. Execution is thinking fast
Narrowing down your target audience and explaining that to your client
The difference between the ‘selling target’ and the actual target audience
Strategy for startups
See what sticks and stick to what sticks
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