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E4: Demystifying Brand Identity and the Emotional Connection
- 2022/06/28
- 再生時間： 24 分
- ポッドキャスト
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サマリー
あらすじ・解説
SHOW NOTES: 00:30: Welcome back! Thanks for finding and joining us again! 00:49: What concerts & shows are you going to this summer? Tell us in the comments! 02:27: In our last episode.. 02:45: What exactly is brand identity? 04:20: On why it’s important to grow an emotional connection 06:01: If you are not aware of any emotion connection, it may instead hinder growth 07:27: On using customer experiences to develop your brand, also via tech 08:00: Every touchpoint is an opportunity to either reinforce your brand, or to have a negative experience. Ref: Concrete Company in Ep.3 @05:28 08:35: Debbie’s impactful, true story “about the small things that can matter so much”. 12:08: Staying on top of the market place & making customers for life. 12:38: The difference between loyalty and commitment. 14:30: On Zappos’s Tony Hsieh 14:50: Money is an issue if your customer does not have their expected experience 16:30: How do you create a strong brand commitment and emotional connection? 16:40: Six questions and a creative brief! Click for: DW4DA_Creative Brief.pdf 19:40: Advertising is no longer a one way street; we must be authentic and listen well. Ref: Hard Rock Reverb Hotels 20:00: At the end, what is your desired response? 22:00: The greatest piece of advice you’ll ever get! (this week) 23:07: End credits Please find us on the Web at: www.disneywaydigital.com Via email: debbie@disneywaydigital.com and kevin@disneywaydigital.com And on the Socials at: Debbie: LinkedIN and @DZmorenski on Twitter and @dkzcoach on Facebook Kevin: @BigBuzzKev on Twitter INSTA & Facebook TRANSCRIPT via Descript: Intro: Magical customer experiences don't happen by accident. They happen through careful planning and meticulous design. Kevin and Debbie have been engineering, extraordinary customer experiences for over 30 years. Join us as we explore corporate culture, branding, service, excellence, and much more through storytelling, technical curiosity, and friendly conversation. The Disney way for the digital age will be revealed. [00:00:29] KK: Hey folks, welcome back. We're so glad that you're listening. This is episode four of the Disney Way for the Digital Age. I'm Kevin Kelly and my partner in crime here Debbie Zmorenski. Hey Deb [00:00:41] Debbie: Hey, good morning. How are you? [00:00:43] KK: I'm okay. I dunno if you noticed, do you know what this shirt is I got on here? [00:00:49] Debbie: uh, well, but , I did Rage Against the Machine? KK: So people I'm gonna say this is, I think it's time. You guys are getting to know us, it’s been four episodes. So maybe, you know, that I'm a, an ex-drummer in kind of a 90’s, uh, heavy Rock guy, but Deb is a Metaler or a head banger. What would you say? You know? Debbie: Yeah, I guess I'm a, I'm a head banger. I'm I'm a heavy metal fan, deep, deep, deep inside. Believe it or not. [00:01:24] KK: So you haven't have you been back to any shows since, uh, lockdown is over? [00:01:30] Debbie: Oh, lockdown has been over and I've been so busy. Um, and they are all out again now and people coming back. Yeah. Yeah. People are coming back and I've missed some of my favorites, which is. Just been heartbreaking. My, my daughter and I are talking about Disturbed as coming back and, uh, Seether. So we're thinking we wanna at least get in a couple concerts this year. [00:01:53] KK: yeah. Summertime get some summer concerts. [00:01:54] Debbie: Yeah. It's so good to see 'em back, you know? [00:01:58] KK: Yeah. It is. Uh, what do I got coming up? Oh, I honestly, I don't, I, I gotta get to some shows. I've been going to Broadway shows lately. Now I sound like an old guy, but, [00:02:08] Debbie: No, I like to do that. I just haven't had a chance to get to New York city. [00:02:13] KK: Yeah, we got a great venue here called the Paramount here in Long Island. And uh, I think Goo Goo dolls are coming. Oh, the Black Crows are coming around, so, oh, wow. Yeah. Oh, in Jones beach theater, which is right Debbie: I haven’t seen the Black Crows in forever. KK: Oh, my God, love those guys. Yeah. Well, anyway, here we are episode four. Last episode we wrapped up our six questions to honestly assess your culture. And today we're gonna talk a little bit about demystifying brand . Um, and the idea, um, that, you know, brand is complicated. You know, you hear these stories about folks like AT&T and Pepsi spending, you know, a hundred, uh, million dollars to, you know, move the blue and red Stripe, three degrees. And, um, I had a friend that worked on the AT&T account when they worked on the, uh, what they call it, the blue ball of death, the, the globe with the, you know, and that was really all about people, you know, publicly focus on the logo. So I think that's one of the things I'll jump into first, this idea that there there's two elements, two pieces of this, the, you know, the brand identity and the brand image. People often think ...