In this fifth 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 this week they share the fourth principle discussed in the book: Remember, product isn’t what it used to be.

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, they discuss values versus value and while a product is a vehicle for value, it does not convey the values of the organization, which Gallup research has shown is important to consumers today. They discuss Studio Bank, a bank for artists and creators who have understood this notion, focusing on the shared values and needs of their target niche and, of course, the poster child for brand purpose and values; Patagonia.

Enjoy!

You can subscribe to this podcast on Apple, SpotifyAmazon and all good podcasting platforms or drop by https://rockstarcmo.com

The links:

Please say hello if you have any thoughts or suggestions on the topics we discuss.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Share this article

Get In Touch

If you are looking for more marketing street knowledge and would like to setup an advisory, or have any feedback, get in touch!

Author