))
What’s your Brand’s Job?
Manage episode 281319694 series 2801738
Content provided by Benno Duenkelsbuehler. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Benno Duenkelsbuehler or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Are you looking for a Third Growth Option ℠ ?
Interested in organizing principles to “focus the blur” of branding, marketing and strategy? This conversation with Ben Greenberg and Sebastien Hue – thinkers and doers, food truck laborer and foodies, co-founders of the BS LLC agency – offers insight on growth.
They love deeper questions, hate becoming commoditized, love being the liaison between left and right brain, and strive to architect a way to do that.
On the Jobs Theory:
3:32: “it’s a business lens in which you can simplify questions and problems…to understand why people make decisions and do what they do”
4:00: “People don’t buy products and services… they hire them to do a job”
6:12: “we try to reduce down (the client’s) essential product or service into the simplest phrases of what those jobs do for the community at large, and how they bring utility”
6:28: “from there it goes to…the experience quotient…to integration…”
6:54: “…we can get to a purpose brand…like Kleenex…integrated…so now you ask for a Kleenex and not a tissue”
11:02: “thru qualitative interviews we’re better able to understand why they’re making a decision to fix or change something…you have to go through this exercise over and over again to start revealing the deeper job.”
11:20: “Jobs is a much more work-a-day term than brand, which is amorphous and abstract.”
25:40 “is there a danger of becoming unfocused? The Jobs Theory has focused you on becoming indispensable, doubling down on being client-centric and doing what needs to be done…”
18:40: “…how did your late 2019 decision to open up to new problems your clients have, how did that change your business…since COVID crisis started?”
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
166 episodes
Share
