Joseph Benson on the Powerful Storytelling Behind Brands
In Action with Wendy
English - November 28, 2014 17:35 - 46 minutes - 42.6 MBTechnology Business agile changemanagement coaching culture facilitation highfunctioningteams holacracy kanban leadershipbrand organization Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Joseph Benson is a brand strategist with over thirty years of experience. He defines and expresses the brand strategies for financial services, educational institutions, non-profits, healthcare, high technology, entertainment, and retail clients.
Joseph also trained as a filmmaker. His films have appeared in over a dozen festivals and have been licensed to HBO. He was nominated for an Academy Award in 1982.
You can find out more by visiting:
www.linkedin.com/in/josephbensonbrandstrategy
Notes From Interview
Becoming the “Clear Choice”
Differentiate clients/customers in minds of customers
Understand occasions of choosing company
Center message around a single word
Client Profile
Statistics and demographics
Look at the “stories they tell themselves about themselves”
Understand how they make decisions and why they chose competitors
The Best Stories
Tells the consumer their need will be fulfilled
Come in many forms — pictures, colors, fonts, sounds, words
You have to define the story, not the customer
The Discipline of Market Leaders
The narrower the focus, the stronger the brand
Overcoming a Bad Story
Standup and admit the mistakes
Hold leadership accountable
Create new clear policies and live up to them
Americans believe strongly in second chances