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TV Expert Interviews / Marketing / Jun 27, 2021 / Posted by Whitney Vosburgh / 259 

How to Create a Strong Brand in 2021 (video)

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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 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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