David Fischette is Go West Creative’s founder, CEO, and Chief Creative. David has helped hundreds of firms, including UN, HB, Deloitte, CVS, Salesforce, and Dupont, communicate successfully to critical stakeholders.
The Future of Marketing: Lessons Learned About Building a Brand
In today’s world, people crave authentic connections. That’s why brand storytelling is the future of marketing. In a recent podcast episode, John Golden interviewed David Fischette, founder and CEO of Go West Creative, an industry-leading marketing agency specializing in bringing brand stories to life. David shared insights he has gained from over three decades of experience helping major brands communicate their message to key stakeholders.
According to David, the key to creating a connection with the audience and making a brand sticky is through authentic storytelling. He emphasizes the importance of drawing out the story of an organization and creating a congruent story that goes all the way through. This story should be internalized by everyone in the organization and communicated externally. It’s also important to ensure that all aspects of an event or campaign are in service of the brand’s message and theme.
One of the challenges of communicating a brand’s message is reaching a diverse audience with different communication preferences. David stresses the importance of listening to the audience and addressing their concerns from the outset to establish a two-way dialogue. He also notes the need to balance the lessons learned during the pandemic, such as self-care and work-life balance, with work ethic and serving the brand’s stakeholders.
Leadership alignment is another critical factor in ensuring a consistent message. David explains that they work with the entire C-suite to craft a message that is consistent across all presentations and communications. They check for inconsistencies and bring them to the attention of the leadership, but it’s not their job to fix it. They ask the leadership what they want to say as a brand and what their stance is on certain issues. David values authenticity and appreciates when brands are honest about their stance, even if it’s not what he wants to hear.
Go West Creative started as a mobile DJ company in David’s parents’ garage and evolved into a creative agency that helps clients tell their stories through various mediums. David’s experience has taught him that brand storytelling is the key to creating a connection with the audience and making the brand sticky. By drawing out the story of an organization, internalizing it, and communicating it authentically, brands can create a lasting impact in the minds of their stakeholders.
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.