In this episode of the Duct Tape Marketing Podcast, I interview Jacqueline Lieberman. Jacqueline is the former Managing Partner and the Head of Strategy Story Worldwide and the current founder of BrandCrudo.
Key Takeaway:
Brands are people’s introduction to businesses and their way to interact with companies. The more human a brand is, the better that interaction is going to be. All of the beloved brands that are out there are the ones that behave like human beings. They have a conscience, a point of view, a soul, and a personality. In this episode, Jacqueline Lieberman discusses the work that she does with her clients and the ways in which she has helped many brands become more human.
Questions I ask Jacqueline Lieberman:
- [1:04] One of the things you’re talking about often is making brands more human and putting purpose into practice – can you talk about taking it beyond the tagline?
- [3:54] Some companies brand themselves in a way that has nothing to do with their product – like insurance companies for example. Is creating a brand personality an effective approach?
- [5:36] How do brands address the fact that there are so many channels to reach consumers that are in a lot of ways out of their full control?
- [8:26] What’s generally going on when a business calls in an outside brand strategist, what’s your process, and then what do you do to try to turn the ship?
- [12:28] What role does internal politics play in bigger companies when it comes to branding?
- [13:42] How often do you get the chance to go deeper than marketing?
- [14:58] Do you have any examples where typical gaps happen and there’s no internal communication that is creating a bad experience?
- [19:26] 2021 is still going to be a year where people are reeling from 2020. Is there a message of trends, behaviors, or things that people need to be aware of?
More About Jacqueline Lieberman:
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