In this fourth special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and they share the third principle discussed in the book: Cue the Remix!

Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth.

In this episode, Liz discusses that not every idea needs to start with a blank sheet of paper and that the messages, products and services we have can be remixed around the needs of the customer as new offerings, markets, and kinds of consumers emerge. This could lead to creating a sub-brand that aligns with a new set of brand attributes and values, citing some great examples from her clients, from the gig economy, local banks and a new offering for ride-share drivers and the hustle economy.

Liz also suggests an approach of making the decisions smaller that this might not need a big tech investment or consulting firm, but smaller steps, remixing what you’ve got, busting the silos and thinking about what you could do with what you have. Great advice for any marketer.


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