Lenny's Podcast: Product | Growth | Career

The art of building legendary brands | Arielle Jackson (Google, Square, Marketer in Residence at First Round Capital)

115 snips
Aug 18, 2022
Arielle Jackson, a brand consultant with a rich background from Google and Square, reveals the secrets to building legendary brands. She discusses the significance of a powerful name and purpose that not only excites teams but also resonates with customers. Listeners learn about effective branding strategies, the importance of authenticity in brand identity, and approaches to avoid pitfalls when naming startups. With real-world examples, Jackson emphasizes how a strong brand can drive long-term success in a competitive market.
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ANECDOTE

Square Stand Launch

  • Arielle Jackson's favorite project was working on the Square Stand, Square's first hardware product.
  • She volunteered to lead its launch, managing everything from positioning to retail partnerships, while being pregnant.
ADVICE

Product Positioning

  • When positioning a product, consider its target audience and their needs.
  • Clearly define the product's benefits and differentiators compared to existing solutions.
ANECDOTE

From Merchant to Marketer

  • Arielle Jackson's personal experience as a Square merchant led to her job there.
  • She emailed former Google colleagues about her positive experience, which resulted in an interview.
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