In Episode 12 of Acceleration Economy Growth Swarm, John Siefert, Bob Evans, Tony Uphoff, and Scott Vaughan build on last week’s discussion on B2B branding by examining the importance of brand in the B2C category.
00:11 — John introduces the panel and today’s topic: the role of brand in dazzling the B2C space.
02:17 — Scott describes an evolving consumer movement emphasizing a company’s products, values, and mission as equally important to the brand experience. Brands are constantly changing how they use data and technology to better understand how to align each of these components with customer needs.
04:19 — Tony cites Netflix to emphasize the need to create unique customer experiences. Brands extend beyond their visual identity into the whole of what a customer experiences when interacting with your products and media.
06:46 — Scott describes the key differentiators between B2B and B2C branding mindsets.
08:02 — Bob jokes about batting cleanup for the panel again before recounting a conversation with the head of SAP‘s luxury retail business and the need for flexibility when approaching the customers on their level.
10:43 — John details current Weber Interim CEO/CTO Alan Matula’s unique career path, illustrating the importance of technology in the customer experience (even for a company making backyard grills).
13:09 — Tony addresses the presence of tech, including apps and internet connectivity, in everyday appliances, and how data from this connectivity can both accelerate innovation and strengthen the brand-consumer relationship.
14:20 — Scott references Marc Andreessen’s famous line suggesting a company find its smartest technologist and make them CEO, and how the emphasis on tech relates to the reimagination of brand in the B2C space.
17:55 — The business of healthcare tends to feel isolated from customers, despite the very nature of the business being directly tied to a customer’s physical wellbeing. The presently negative consumer experience in healthcare stands to undergo significant changes as new technology changes the game.
19:00 — Scott references how the public sector can learn from the private sector’s use of technology and data.
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