Jan 25, 2022

Welcome to another episode of 3-Minute-Marketing, where we sit down with the world's top growth marketing leaders and they provide actionable tips and insights in bite-sized 3-minute segments for your listening pleasure.

Today's guest is the very impressive Amy Barzdukas. Amy is CMO of WiTricity, an electronic vehicle charging startup. Previously, Amy was a longtime executive at Microsoft and HP.

As a direct response marketer at heart, I've always felt that "branding" is a bit fluffy. But brand is really important to Amy. So my question for her is, "How can companies build a brand that drives demand?".

Show notes:

1. Too often brand is not central to either the marketing efforts or to the business strategy. It's seen as something that takes whatever it's given and makes it pretty. That's a big mistake.

2. There's a lot of branding work that people see as pedantic, but words and authenticity matter.

3. Having an authentic brand point of view is a signal to your customers and potential customers that they know what they're signing up for.

4. When you have a great brand, you're also defining the criteria for whether or not a particular product or price point is something that's authentic to you.

5. Customers can smell authenticity (or a lack thereof) from a mile away. When you're not being authentic to who you are as a brand, it will backfire.

6. If you're trying to build a brand by consensus, it won't work. Great brands are usually polarizing.

7. Are you growing in market share and revenue? That's a great way to measure your brand.