Big or Small: How to Build an Ironclad Brand for Your Business

Clorox Bleach is 6% sodium hypochlorite and 94% water, the exact formulation of most generic store brands. Yet Clorox consistently commands 65% of U.S. bleach sales. Why? Because, says Lindsay Pedersen, who oversaw the hygienic cleaner for The Clorox Company, Clorox Bleach is an "ironclad" brand, one of many she showcases in her new book, "Forging an Ironclad Brand: A Leader's Guide." Lindsay, whose Ironclad Brand Strategy consulting firm has also helped build ironclad brands for Starbucks, T-Mobile, Zulily, and other large companies, believes that a business's brand it too important to be left to marketers alone. As she explains to host Dean Rotbart, brand is such a crucial driver of value creation that it needs to be developed and supported by virtually every employee at a company or organization, starting with the CEO. Good brand, Lindsay notes, really is just good business. You may think you know enough about branding or that your business or practice doesn't need to have an ironclad brand to succeed. You'd be surprised at how many customers and how much profit you likely are missing out on. Hear for yourself on this week's edition of Monday Morning Radio. Photo: Lindsay Pedersen, Ironclad Brand StrategyPosted: April 22, 2019Monday Morning Run Time: 45:17