“It’s no longer enough to sell the sizzle. Customers today want to know what’s behind it — what the brand stands for.” While many (mis)categorize branding as simply a logo or a department or responsibility within the marketing department, strategist and author Mona Amodeo sees branding as a way of managing an organization. We discussed all of this and more on this week’s episode of the On Brand podcast.
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About Mona Amodeo
Mona Amodeo, Ph.D. is an innovator and catalyst for transforming organizations into brands that matter. She is an award-winning management strategist and recognized expert in organization development and change on a mission to move business-as-is to business-as-it-can be. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization culture. In her book, Beyond Sizzle: The Next Evolution of Branding, Mona shares the secrets to igniting transformation by leveraging organization development principles and change management approaches as a new framework for business leaders to manage their brands.
Brand is grounded in meaning. First, we set the stage with some definitions. “The word brand is so complex. There’s probably ten definitions in the dictionary. My definition of brand is the meaning people associate with a name. Branding is the process of creating meaning.”
The trouble with story. “You’re not in control of your brand story — it’s what other people say about you. But you are in control of your internal narrative.” And that has real impact because “we change behaviors to fit stories — stories are aspirational.”
Branding from the inside out. To engage the entire organization, your people need to understand what you stand for as a brand and what it is you’re trying to do. To do this, Mona recommends creating an internal ID narrative. “This gets people on the same page and people internally drive brands.”
What brand has made Mona smile recently? “Subaru. I love driving my Subaru. I love going to the dealership. Brands that make you smile make you feel important.”
As We Wrap …
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On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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