Joseph Benson on the Powerful Storytelling Behind Brands

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.bensonbrandstrategy.com 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