Branding isn’t something you do once and forget about. Companies that truly transform their brand do it from the inside out . . . in an ongoing process that drives authentic and continuous change. By embracing change, brands are able to create a culture of innovation — and innovation, after all, is key to sustainable success.

With this in mind, we talked branding with some of the session leaders from this year’s held this past March. These folks are respected in their industry and are transforming their brands and continuously re–inventing them through things like brand advocacy, brand culture, social media, design innovation, and the art of telling your brand story — to name just a few.


Brand Culture
We discussed brand culture with Robert Richman of Zappos Insights, an off-shoot of that was started by CEO Tony Hsieh to show other companies how to create a workplace people love and a service customers rave about.

Video interview with Robert Richman on Brand Culture.

Creating Online Brand Culture
Q&A with Robert about building brand culture from the inside out.

Insights from the Liquid Brand Summit: The Secret to a Great Brand Culture
This article captures the findings from a discussion on brand culture that was facilitated by Robert Richman of Zappos Insights at the Liquid Brand Summit 2011.

Brand Relevancy
Making a Brand Relevant . . . Again.
Rosabel Tao of MySpace talks about the challenges involved in making a brand relevant again.

Rosabel is an accomplished corporate communications strategist with two decades of experience creating integrated, multi-disciplinary communications programs and building communications organizations from the ground up. She’s worked with a broad portfolio of companies in a full range of growth stages-from global brands to start-ups, including of Bank of America, Microsoft, HP, Levi Strauss, Safeway and Spot Runner.

Branding and Retail
Retail: The New Experience Centers?
Q&A with Boost Mobile’s Caralene Robinson

Boost Mobile’s Brand and Marketing Director, Caralene Robinson, shared some thoughts on how brands are turning shoppers into buyers with new retail-experience centers.

Brand Advocacy
Turning Customers Into Brand Advocates
Q&A with method Co–Founder Eric Ryan

Incredibly engaging and interesting, method Co-Founder Eric Ryan shares with us some insights on how his company has been so successful in turning customers into brand advocates.

Branding and Customer Relationships
Know Thy customer.
Q&A with Tyson Andrus, Senior Marketing Machine for SkullCandy, on the importance of understanding who your customer is.

When it comes to extreme-sports style, few companies have the street cred of Skullcandy, which is known for making the sickest headphones, earbuds, and iPod docks around. Tyson Andrus sits at the helm of the company’s Channel Marketing division where he leverages the brand’s authentic action-sports DNA with strategic retailer partners to drive growth that has landed the company on the “Inc 500” list three years running.

Brand Storytelling
A Conversation About the Importance of Brand Story
Q&A with Nike Design Director Chuck Eichten

Chuck knows a story . . . and the importance of telling it. We talked with him about how he does that at Nike and why it’s so important for every brand to find, create and share their stories.

Other Interesting Stuff

Liquid Brand Impact Report 2011
Liquid and Socratic release the results of annual Brand Impact study.

Who are the biggest brands in the technology sector? Find out from Liquid’s annual research report done in partnership with Socratic Technologies. The Brand Impact Report is derived from a quantitative study of more than 200 technology brands in 40 business-to-consumer (B2C) and business-to-business (B2B) categories.

We’ll be posting more interviews, including several video interviews and the full Liquid Brand Summit Best Practices Report 2011 in the weeks to come. Watch for them. You can also download the reports from year’s past by clicking here.

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