What it means to humanize a brand (and how to make it better)

Marketing podcast with Jacqueline Lieberman

Headshot by Jacqueline Lieberman who was a guest on Duct Tape Marketing PodcastIn this episode of Duct Tape Marketing Podcast, I interview Jacqueline Lieberman. Jacqueline F.ormer is the management partner and head of Global Strategy Story and the current founder of BrandCrudo.

Key Takeaway:

Brands are the way people identify with businesses and the way they interact with companies. The more people a brand has, the better the interaction will be. All the favorite brands out there behave like human beings They have a conscience, a vision, a soul and a personality. In this episode, Jacqueline Lieberman discusses the work she does with her clients and the ways in which she has helped many brands become more humane.

Questions I ask Jacqueline Lieberman:

  • [1:04] One of the things you often talk about is making brands more humane and putting purpose into practice – can you talk about taking it out of the tagline?
  • [3:54] Some companies brand themselves in a way that has nothing to do with their product – such as insurance companies. Is creating a brand personality an effective method?
  • [5:36] How do brands deal with the fact that there are many channels to reach customers that are in many ways beyond their complete control?
  • [8:26] What usually happens when a business calls an outside brand strategist, what is your process and what do you do to try to turn the ship around?
  • [12:28] What role does internal politics play in big companies in terms of branding?
  • [13:42] How often do you get the opportunity to go deeper than marketing?
  • [14:58] Do you have any examples where common gaps occur and there is no internal communication that is creating a bad experience?
  • [19:26] 2021 is still going to be a year where people are releasing from 2020 Are there any messages on trends, behaviors or things that people need to be aware of?

More about Jacqueline Lieberman:

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This episode of Duct Tape Marketing Podcast is brought to you by Hubspot Podcast Network and Japier.

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