Summary

In this episode of the Brand Builders podcast, Preston Rutherford and Tom Montgomery discuss the importance of building a strong brand and transitioning from conversion-based tactics to brand building. They explain the concept of brand and its impact on business performance, highlighting the need to focus on memory structures and emotional connections with customers. The hosts also share their experiences with Chubbies Shorts and provide insights on how to build a strong brand. They emphasize the importance of measuring and evaluating behaviors, iterating and experimenting, and having patience and creativity in the brand-building process. The conversation explores the topic of optimizing marketing spend and reallocating resources.

Takeaways

• Building a strong brand is essential for long-term business success and profitability.
• Brand is about creating memory structures and emotional connections with customers.
• Transitioning from conversion-based tactics to brand building requires a shift in mindset and a focus on behaviors that represent different stages of the customer journey.
• Measuring and evaluating behaviors, iterating and experimenting, and having patience and creativity are key to building a strong brand. A significant portion of marketing spend is often directed towards people who are already convinced about the product.
• Cutting spend on bottom-of-funnel activities may not have a significant impact on the business.
• By reallocating resources, businesses can explore new opportunities and potentially improve overall performance.

Chapters

00:00
Introduction and Purpose of the Podcast

03:15
Understanding Brand and Its Importance

05:12
The Impact of Brand Strength on Business Performance

10:42
Transitioning from Conversion-Based Tactics to Brand Building

24:43
How to Build a Strong Brand

38:04
Overcoming Fear of Transitioning to Brand Building

44:15
Optimizing Marketing Spend