The second part of my conversation with Edward Burghard:
Ed spent 35 years sharpening his branding skills at Procter & Gamble, one of the world’s most preeminent branding companies, where he earned the distinguished title of Harley Procter Marketer in recongition for his expertise. Ed also led the start up of the Ohio Business Development Coalition (501 C-6) and development of the Ohio brand. He played a key role in the state earning the annual Site Selection Governor’s Cup Award in 2006, 2007, 2008, 2009, and 2011.
In this episode, host Filiberto Amati and guest Edward Burghard discuss the essential elements of building robust brands, emphasizing the importance of a strong brand promise. The conversation highlights how a compelling brand promise forms the cornerstone of effective marketing strategies, guiding decision-making and ensuring consistency across various platforms. The discussion also touches on evolving brand promises, the myth of rebranding vs. brand refresh, and effective communication across marketing and sales teams. Practical insights from their experiences from Procter & Gamble underscore the significance of understanding a brand's origin story and leveraging that narrative to maintain relevance and competitiveness over time.
In this Episode:
00:00 Introduction
01:01 The Importance of Brand Promise
05:16 Evolving and Communicating Brand Promise
08:49 The Myth of Rebranding
14:17 Consistency in Brand Communication
23:23 Cross-Functional Leadership in Marketing
29:11 Building a World-Class Marketing Team
29:33 Conclusion and Book Recommendations
In the episode, we refer to these books that are available on Amazon.
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