Crafting Brand Intent for Greater Customer Impact

This episode features an interview with Rachel Konrad, Chief Brand Officer at The Production Board, a holding company established to solve the most fundamental problems that affect our planet, by reimagining global systems of production across food, agriculture, biomanufacturing, human health and the broader life sciences.

In this episode, Rachel shares with us her take on conventional marketing, why the most disruptive companies are the ones who think from a tech and marketing perspective, and the need to throw out the incumbent’s chess board and play your own game. Rachel also shares her mission for crafting brand intent first and foremost in order to make greater customer impact.

Key Takeaways:

• Conventional marketing doesn’t always cut it. It’s hard to be disruptive in a busy marketing space with your brand if you aren’t willing to throw out the way everyone has done the same thing in the past.
• You can cut anything in your budget. Especially in startups, hire people who are swiss army knives to keep costs low and who give you the ability to internally support your company better.
• Craft brand intent first. If you don’t know who you are and what your purpose is, you cannot create effective campaigns that reach your target audience(s) well.

Quote:

“It's actually a lot easier than you think if you break it down into these, what does the consumer want? What does the consumer care about? And everything else is just not even something you should over, overly worry about. You just have to be in the same zone of the incumbents on those, but you have to dominate the few things that really profoundly matter to the customer. The goal is not for us to be thumping our chests, telling our story, in our own words, using a lot of marketing jingo. The goal is users. The goal is having user generated content, having your true believers, your advocates, and... Convincing and converting the non-believers, right? That is the goal.”

Episode Timestamps: 

*(07:17) - The Trust Tree: Disruptive companies throw out the incumbent’s chess board

*(38:04) - The Playbook: Don’t get too precious about any of your uncuttables

*(48:29) - Quick Hits: Rachel’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Rachel on LinkedIn
• Learn more about The Production Board
• Learn more about Caspian Studios