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TV Expert Interviews / Marketing / Jun 27, 2021 / Posted by Whitney Vosburgh / 1319

How to Create a Strong Brand in 2021 (video)


In this Expert Insight Interview, Whitney Vosburgh discusses the evolution and changing nature of branding, what the future holds for this area of marketing, how to create a strong brand, and what constitutes strong brand attributes. Whitney Vosburgh is the founder and CEO of Brand-New Purpose and a branding expert.

This Expert Insight Interview discusses:

  • The evolution of brand and branding
  • Why the top-down, push-out model is no longer working
  • The elusive nature of people’s expectations

Evolution of Branding

Branding has evolved a lot over the last few years, but the people’s perception of it does not seem to have evolved at the same pace. One thing that has never changed is that a brand is not what the owner says it is; it is what others say about a brand that is true.

It is a continuous ongoing emotional relationship between the brand and its user/customer. This relationship spans from a dynamic, ever-changing perception of the brand/organization.

Branding Is the Opposite of What It Used to Be

What has changed the most in branding is that in the past, it was very much a top-down, push-out model, which has, with the advent of social media and micro-publishing, evolved into more of a conversation between a brand and its audience.

Many large organizations don’t realize that branding has become almost the polar opposite of what it used to be. A brand’s success is now massively influenced by the people’s perception of it rather than the brand’s message itself.

Taking a Stance

People’s expectations are rapidly shifting. It used to be enough for a company to be perceived as providing a valuable product or service to its customers. Nowadays, many clients/customers/consumers look to branded companies and organizations to step up and take a stand on a particular issue, political or otherwise.

What makes the situation extra difficult for companies and brands is the fact that a vocal minority may heavily influence their stance on a subject. This can lead to brands focusing their branding efforts on trying to appeal to a small section of their audience, thereby losing touch with most of their loyal customers.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Whitney Vosburgh is CEO and co-founder of Work The Future! Today, a pathfinding social venture that practices the art of the possible, well in advance to make us all better together, and CEO and co-founder of Brand New Purpose, a brand transformation consultancy that creates purpose-built, value-driven opportunities.

Author's Publications on Amazon

“'Work the Future! Today' is an ebullient paean to the power of story. What we need is a new story based on purpose, not on profit. With a mind toward sustaining the planet rather than just amassing money, this book guides you to finding and…
Buy on Amazon
The WTF! 2019 POCKET PAL is a small book filled with big advice on how to navigate these ever changing and unpredictable times in a highly portable size that will easily fit into your pocket or purse.
Buy on Amazon

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