Strategy Through Brand: Carving the Path for Your Organization

The Strategy Gap

Jonathan and Joe sit down with Cheryl Farr, founder of Signal Brand Innovation, for a powerful deep dive into what makes or breaks a brand. Drawing from her work with giants like Nike and Coca-Cola, Cheryl reveals why true brand leadership goes far beyond logos and slogans—it’s about staying authentic to your core values.
From Minnetonka Moccasins’ rebranding success to Allbirds’ missteps, and a conversation about Southwest Airlines, this episode uncovers the real challenges and triumphs in brand strategy. Cheryl’s bold insights on brand filters and leadership-driven authenticity will have you rethinking how strategy and branding intertwine. If you care about brand loyalty and leadership, you won’t want to miss this one!
In this episode:

• 00:00 - Apple's Brand Strategy: Consistent Perception Management
• 6:05 - How Consistent Brand Connection Cultivates Customer Loyalty
• 10:16 - Balancing Brand Loyalty with Leadership Decisions in Organizations
• 12:38 - Employee Engagement: Key to External Brand Success
• 15:04 - Starbucks CEO's Daily Commute by Private Jet
• 18:13 - The Crucial Role of CEO Integrity in Brand Longevity and Reinvention
• 23:27 - Finding Your Brand's True, Meaningful, and Different Filters
• 24:45 - Company Reassesses Identity to Innovate Future Strategy
• 29:02 - Using Brand as a Vision Tool for Future Commitment
• 32:24 - Advice for Your Younger Strategy Practitioner Self