Creative Brand Director (with Mike Giles & Chip Allison)

I have a question for you. What is the one thing that permeates EVERY aspect of consumer interaction with a company? If you looked at the title of this episode you can probably guess that the answer is the brand. Think about it. When Chipotle decides to add a new menu item the number one question they need to ask themselves, even more important than ‘Does this taste good?’, is ‘Does this new item fit in with our brand?’. When Apple decides to appoint a new employee as a speaker at an event, ‘Does this person represent our brand?’. When Target decides to update the lighting inside their stores, ‘Does these lights feel cohesive with our brand?’. It’s pretty crazy when you really think about it. The bigger and more successful the company, the smaller and more mundane the change that needs to pass the brand test. Today we learn all about this test and how we can better cultivate our own brands.