In this episode of the B2B Marketing Excellence Podcast, hosted by Donna Peterson, guest Tamara Loring, Brand Ideologist for The Entrepreneur's Source, discusses the crucial importance of branding for legacy businesses. They debunk myths that well-established companies don't need to focus on branding and explain how a strong brand story and alignment with core values can prevent a company's decline. They highlight the significance of communicating the 'why' behind a brand consistently, both internally and externally, to maintain momentum and relevance. Through examples like Kodak and Blockbuster, they illustrate how neglecting branding can lead to obsolescence. They also touch on the role of leadership in reinforcing brand integrity and adapting to new technologies, while maintaining the core mission and values. The conversation includes insights on the personal and professional impact of having a strong brand ideology, with practical advice on building and maintaining a compelling brand story.
The Crucial Role of Branding in Building Trust and Longevity for Legacy Brands
In this episode of the B2B Marketing Excellence Podcast, host Donna Peterson discusses the importance of branding with Tamara Loring, the brand ideologist for The Entrepreneur Source. They debunk the myth that legacy brands don't need to focus on branding and explore how maintaining a strong 'why' can keep a brand relevant and trusted. Loring shares insights from her experience, emphasizing the need for organizations to communicate their brand story consistently and evolve with changing technologies to avoid obsolescence. The conversation underscores the significance of internal and external stakeholder alignment and the impact of branding on long-term business success.
Timestamps-
00:00 Introduction: Branding vs. Lead Generation
00:34 Meet the Host and Guest
01:18 The Importance of Branding
02:57 Legacy Brands and the Risk of Obsolescence
04:47 Adapting to Change: Technology and Branding
07:04 The Role of Brand Ideology
08:56 Consistency and Repetition in Branding
13:50 Coaching and Finding Your Why
25:19 Conclusion and Final Thoughts
If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.
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