How Leaders Lead with David Novak 3 More Questions (Paul Brown) with David Novak and Koula Callahan
Sep 29, 2025
Discover how to simplify marketing with the principle of 'sell what you sell' through Arby's impressive turnaround. Learn about balancing brand consistency with local menu flexibility, showcasing how understanding cultural relevance can drive success. The hosts dive into the importance of centralizing tech while granting local teams autonomy in customer decisions. Finally, explore strategies for managing centralization and autonomy in multi-brand environments, ensuring effective leadership in diverse markets.
AI Snips
Chapters
Transcript
Episode notes
Sell What You Sell
- Sell exactly what you offer: simplify your message and avoid cleverness that obscures the product.
- Make sure everyone knows the core offer so marketing pounds the same clear message every time.
Freezer Sparked A Turnaround
- Paul landed on Arby's "We Have The Meats" by literally looking in the freezer and seeing the brand's strength.
- That simple observation became the centerpiece of a successful turnaround campaign.
Maintain Core, Adapt Locally
- Keep core brand products consistent globally so customers recognize the brand's essence everywhere.
- Tailor local menus and experiences to cultural tastes when entering international markets.