Brand isn't just a catchy name and a pretty looking logo. In fact, those two aspects should be positioned at the back of the list when coming up with a brand strategy. Going deeper than just aesthetics, your brand needs to be defined both internally with your staff as well as externally to your customers what you stand for and how you plan to accomplish that mission.
Our guest today, Kyle Duford, helps us understand how differentiating between listening to the market, your competitors, internal staff, customers you have and the customers you want allow you to set your brand up for success.
Kyle is an executive specializing in crafting outstanding experiences for global brands. A former magazine editor, he has spent much of his career with a focus on the fashion, outdoor, and sports industries through the e-commerce and digital lens for brands such as Nike, Dr. Martens, KEEN, Lululemon, PowerBar, Ariat, Chrome Industries, and others.
Kyle is currently focusing on digital trends online, the future state of retail in a post-pandemic world, the complexity of global brand expansion, and branding post-pandemic.
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