John Jantsch – In fact when I did this research to write

In fact, when I did this research to write my book and interview about 50 executives from large companies, small companies and various industries, I was most surprised when I interviewed these executives about the value of the brand, the extent to which they viewed it as a tool for building a culture to stimulate employees’ interest in a particular goal or idea. You’re right about that, that there’s only limited control over how it’s perceived in the market, unconditional control. John Janch: Well, that’s interesting, because I’ve been saying it for 20 years to small entrepreneurs who don’t think about the brand, or at least don’t think about it in that sense. If you define your brand strategy one way or another, it’s just a way to define your business strategy, oriented towards the consumer. There is no return on investment for your brand, and this is also the whole strategy of the company. Branding can accept any idea of a business strategy and make it more meaningful to the people who create these connections with the target audience, from person to person, or with the products and messages they develop. This is a step-by-step guide to building the Ironclad brand strategy. Yes, and I believe that when we rethink the brand, it is what you represent in your audience. Take this important, but not urgent, so that the principles of the brand, the elements of culture, do not stop you from getting into an emergency situation with the relationships with customers or employees that run away from the company as soon as the economy is in your favor. Lindsay Pedersen: Thank you for letting me come, John. Glad to be here with you today. It’s like, for example, not developing and promoting expensive products or media if you haven’t done so, because it’s a bad return on investment if you throw too many things into the wall. Like any other strategy, it is about taking a step back, seeing what you have, what your strengths are, what your competitive advantages are, what your target customer wants and needs, and what others cannot offer.