Liquid’s chief strategy officer, Dennis Hahn, shares Liquid’s point of view on Brand Culture and how to activate them in the creation of meaningful brand experiences for a company, its customers and employees.
The episode focusses on Liquid’s Brand Culture model
The strongest companies run on Brand Culture.
If you can get your entire ecosystem of brand values aligned between your company, your employees and your customers—that’s the future of what we’re calling Brand Culture. And that’s where a circuit of authenticity is completed. It’s something that is a big struggle for most companies.
Episode highlights from the host
The epicenter of branding and culture. “Today the new power trio in brand culture is the CMO, the CHRO, and the CEO.” Together this group needs to lead the creation of a culture platform that aligns with the brand platform.
“You said the A word.” When Dennis mentioned authenticity, I asked how we can better tackle this buzzword. “The ‘90s was really the golden era of modern branding with the Nike ads … In the 2000s the internet exposed what brands were doing.” Today brands have to walk the talk.
What’s swarming? Once I heard the name of Liquid’s signature brand development process I had to know more. “If design thinking and lean startup had a baby it would be our process. We get a bunch of minds together to swarm the problem.” This leads to divergent thinking and innovative solutions.
What brand has made Dennis smile recently? “I’ve been pleasantly surprised by Alaskan Airlines. I don’t know about you but I never smile when I get on airplanes but I’ve loved seeing this brand evolve.”