Veronica Romney: Why Some Brands Have A Cult Following

Order Veronica's new book "Identity Marketing" here: https://identitymarketingbook.com/

Warning: this episode might give you an identity crisis 😅

Veronica Romney is a marketing veteran, keynote speaker, and the author of Identity Marketing: How to Create Loyal, Lifelong Fans and a Legendary Brand (No Matter What You Sell).

I asked Veronica about what identity marketing is and some examples of brands who do it well. I challenged her on the inclusivity vs exclusivity of doing identity marketing due to it's controversial nature, which she responded very thoughtfully. We also talked about identity marketing in politics, and some examples of authentic and inauthentic brands.

It was a super interesting conversation. Enjoy!

Chapters:

00:00 - Trailer

01:40 - The Jaguar rebrand: good or bad identity marketing?

06:20 - What is identity marketing and how Harley Davidson does it

11:57 - Inclusivity vs exclusivity in branding

14:52 - Controversies in political marketing

20:34 - Does identity marketing create a divided world?

25:50 - Challenges of public perception

37:27 - Flip flopping based on audience reaction

40:27 - What role does convictions play in branding?

43:17 - How changing beliefs affect identity marketing

46:57 - Why strong convictions are so powerful

51:07 - Some example of brands who do identity marketing well

01:03:39 - Building a personal brand with identity marketing

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