Aug. 15, 2019
Zambezi - Brands are the New Elected Officials!
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For , Founder & President of , the financial disaster of 2008 changed things for brands. Not only did it cause a recession of trust with institutions, banks, politicians, etc., but it changed what people expect from Brands. As he puts it,...
For Chris Raih, Founder & President of Zambezi, the financial disaster of 2008 changed things for brands. Not only did it cause a recession of trust with institutions, banks, politicians, etc., but it changed what people expect from Brands. As he puts it, “Brands are the New Elected Officials”.
In Part 1 of this feature, Chris shares with us the concepts and ideas that have made Zambezi successful. We cover: What is the Super Power of Brands and how should they use that power, How customer loyalty can transcend reason, Why community is the secret sauce, Why a brand is either be a Pimp or a Patron (and why being a pimp is no good) and examples of each including Venmo vs. Neo-Nazis case study, Auto Trader and the Environment case study, Why Brands are the New Elected Officials where customers vote every day at the cash register and why brands have and must stand for something. Lastly, he shares some insider stories on how the Nike "Just Do It" slogan was developed and the most classic "Entrepreneur-near-disaster" story that anyone who has ever run a business will relate to and understand.
In Part 1 of this feature, Chris shares with us the concepts and ideas that have made Zambezi successful. We cover: What is the Super Power of Brands and how should they use that power, How customer loyalty can transcend reason, Why community is the secret sauce, Why a brand is either be a Pimp or a Patron (and why being a pimp is no good) and examples of each including Venmo vs. Neo-Nazis case study, Auto Trader and the Environment case study, Why Brands are the New Elected Officials where customers vote every day at the cash register and why brands have and must stand for something. Lastly, he shares some insider stories on how the Nike "Just Do It" slogan was developed and the most classic "Entrepreneur-near-disaster" story that anyone who has ever run a business will relate to and understand.
Join us while Ramon Vela interviews Chris Raih in Part 1 of this episode and hear him share the inside story of a brand.
For more on Zambezi visit: https://zambezi-la.com/
For more on Zambezi visit: https://zambezi-la.com/
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