In this Duct Tape Marketing Podcast episode, I interview Jacqueline Lieberman. Jacqueline is the former Managing Partner and the Head of Strategy Story Worldwide and current founder of BrandCrudo.
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 are 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?