How Montana and Spirit Airlines Won by Being Honest - With Chris Do | Episode 345

The Futur with Chris Do

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In this episode, I explore the critical issue of brand misalignment—when the public’s perception of your brand doesn’t match your internal vision. Using examples from major companies like Chevy, Jaguar, and Domino’s, I break down how businesses either fail or succeed in bridging that gap. We discuss the power of social listening, the importance of honest brand positioning, and why execution always trumps ideas. From Spirit Airlines embracing its budget identity to Montana’s tourism campaign flipping “nothing here” into a strength, this conversation is all about aligning perception with reality. If you're looking to refine your brand’s message and build stronger trust with your audience, this episode is for you.

Timestamps:

(00:00) - Why execution beats ideas

(00:34) - What happens when branding goes wrong

(01:17) - The Chevy Camaro & Jaguar missteps

(02:06) - How to fix brand perception

(03:45) - The Domino’s Pizza rebrand success story

(06:12) - Spirit Airlines and brand honesty

(07:01) - How Montana turned “Nothing Here” into gold

(08:46) - The power of embracing public perception

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