The best brands in the world ultimately have a crystallized point of view. They know why they exist, whether you call it purpose or experience, it doesn’t really matter. The point is that, whatever you call it, there is consistency. It is recognizable and it is explainable. Inside an organization, somebody has to be the keeper and the ambassador of the brand and to keep it top of mind across all initiatives and endeavors. Ultimately, everybody in the organization should own it. That is what Livia Zufferli, Partner, Customer Marketing & CMO Program Leader for Deloitte defines as the B to E to C model. In her model, the business has to engage and empower the employees to then pass that brand message and experience (or purpose) down to the customer so that everyone is aligned. The best brands must first make sense of and resonate the experience with their employees, to then be able to resonate it with their consumers. That means no matter who is standing there representing the brand, an employee, the CEO, even the brand’s agency, everybody should be an equal owner in the story with a crystallized view.
In this episode, Livia joins me to discuss this and other important aspects of what makes a brand relevant in the age of digital and performance marketing. Livia brings her experience from both agencies and organizations where she has held such roles as SVP Brand for Rogers Communications and VP, Head of Marketing for Target Canada where she lived the incredibly fast rise and fall of that iconic brand in the Canadian market. She might just talk a little bit about that experience and what every marketer should know when it comes to being able to have all departments in an organization take accountability for the brand’s success.
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