Beloved and Dominant Brands: A Conversation with David Lemley

Everybody Brands

David Lemley has had a creative and strategic hand in shaping some of the world’s most iconic brands including Starbucks, REI, Pampers, and Nintendo. As the Founder and Chief Strategist of Seattle-based Retail Voodoo, David is on a mission to help better-for-you brands win customer’s hearts, minds, and souls. He partners with marketers, investors, and founder-owners to unlock the power of their brand’s promise to engage consumers, spark innovation, identify opportunity, and drive exponential growth.

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David Lemley published his first book, Beloved and Dominant Brands: The Brand Ecosystem that Drives Better-for-you Brands from One of Many to Category Prominence, a highlight of the very first model David and Retail Voodoo uses in their brand strategy development process.

Some of the questions David and Brian discuss include:

• In an age where people care more about “what's in it for me,” are you finding that consumers are still really tied in with the “Why?”
• Based on industry and a culture perspective, how do you define branding?
• What are some of the myths that you encounter around branding?
• What do you tell someone who doesn't believe their brand is a valuable business asset?
• How can a business and brand do a better job of using story to keep promises?

As you listen, you’ll learn about a mutual colleague whom David counts as a major influence on his thinking and interviews in Beloved and Dominant Brands.

Find David Lemley and his work at:

• Retail-voodoo.com
• Buy Beloved and Dominant Brands: The Brand Ecosystem that Drives Better-for-you Brands from One of Many to Category Prominence on Amazon.

Find podcast host Brian Sooy at Aespire Branding and Marketing, LinkedIn, and Amazon.

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