What it means to humanize a brand (and how to do it right)

Marketing podcast with Jacqueline Lieberman

In this episode of the Duct Tape Marketing Podcast I interview Jacqueline Lieberman. Jacqueline is the former Managing Partner and Head of Strategy Story Worldwide and the current founder of BrandCrudo.

Main takeaway:

Brands are people’s introduction to companies and their way of communicating with companies. The more human a brand is, the better the interaction will be. All the beloved brands out there are the ones that act like people. They have a conscience, a point of view, a soul and a personality. In this episode, Jacqueline Lieberman discusses the work she does with her customers and the ways she has helped many brands become more human.

Questions I ask Jacqueline Lieberman:

[1:04] One of the things you often talk about is making brands more human and putting a purpose into practice. Can you talk about going beyond the slogan?
[3:54] Some companies brand themselves in ways that have nothing to do with their product, such as insurance companies for example. Is creating a brand personality an effective approach?
[5:36] How do brands deal with the fact that there are so many channels to reach consumers that are beyond their full control in many ways?
[8:26] In general, what happens when a company hires an external brand strategist, what is your process and what do you do to try to change course?
[12:28] What role does internal politics play in larger companies when it comes to branding?
[13:42] How often do you get the chance to go deeper than marketing?
[14:58] Do you have examples where typical gaps occur and there is no internal communication that creates a bad experience?
[19:26] 2021 will still be a year in which people will be recovering from 2020. Is there a message of trends, behaviors or things that people should be aware of?

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More about Jacqueline Lieberman:

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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network and Zapier.

HubSpot Podcast Network is the audio destination for business professionals looking for the best education and inspiration on how to grow a business.

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