86: 3 Strategies to Build a Quality Brand, Live from PSFK Part 1

Jul 6, 2018

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Throughout this episode, recorded live at the PSFK conference, Drew speaks with two professionals that explain 3 strategies on how to build a quality brand. Both guests focus on how a brand can help people think about big ideas and create change in their own lives and in their communities.

Jordan Schenck is the Head of Global Consumer Marketing at Impossible Foods, and she talks about how a brand can spark change across multiple business platforms.

Amber Case is a Research Fellow at MIT and is an expert in “calm tech,” an area of research that focuses on eliminating unnecessary tech systems. She wants to see every marketing professional avoid distracting systems, and get back to the heart of working for a quality brand.

You don’t want to miss these inspiring conversations.

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What You’ll Learn

[0:01] Drew’s overview for this episode of Renegade Thinkers Unite
[1:38] Jordan Schenck from Impossible Foods is Drew’s first guest
[8:27] How Impossible Foods maintains brand integrity across multiple platforms
[10:49] Impossible Foods is helping people make decisions they can feel good about
[15:04] Jordan’s key insight into marketing a product brand
[17:14] Amber Case, MIT Research Fellow, is Drew’s second guest
[22:00] AI is not about replacing humans
[25:29] You have to know what can and cannot be automated

#1 - Creatively market your mission-led brand

Jordan explains that in order to effectively market a mission-led brand, you have to go beyond spouting off your values. People are always willing to follow a quality brand, but you have to first get their attention. Your job as a marketer working for a quality brand is to get people into the headspace of getting behind a message they can support.

#2 - Help people make beneficial decisions they can feel good about

Quality brands push people towards decisions that are better for their communities, themselves, and the world we all live in. That the mindset Jordan and her team believe in at Impossible Foods. They are always trying to go beyond being a consumer brand and start bigger conversations about how the brands we follow can ultimately influence and change the world.

#3 - Know when to use AI to make your life easier, not full of distractions

Amber is a supporter of calm tech - a method of using technology that allows you to still be human and not become immersed in complicated technology systems. She explains that quality brands are well designed and built for optimal human use. Truly great products take more time, but they can help people do tasks in a more focused, efficient way. If you choose to use artificial intelligence (AI) in your company, understand that AI systems still require human insights. If not, your data will be flat and not useful.

Connect With Jordan Schenck:

Impossible Foods’ company webpage
Connect with Jordan on LinkedIn
Follow Jordan on Twitter
Follow Jordan on Facebook
Follow Impossible Foods on Twitter
Follow Impossible Foods on Facebook

Connect With Amber Case:

About Amber
Amber’s book: “Calm Technology: Principles and Patterns for Non-Intrusive Design”
Connect with Amber on LinkedIn
Follow Amber on Twitter
Follow Amber on Facebook

Resources & People Mentioned

Connect with Drew