Today’s episode is a masterclass on building your brand strategy. Susan Gillmeister, SVP of Planning at Havas, has spent her entire life, in some shape or form, in advertising. Driven by storytelling, Susan realized advertising is all about telling your brand’s story. If it’s a good story, you’ll connect to it on a human level - not just as a company trying to sell you something. 

Regardless of what you’re selling, you need to resonate with your consumer. Susan elaborates on why if you’re for everyone, you’re really for no one. Plus, she explains a Venn diagram that will help form the basis of your brand strategy. 

Tune in to learn: 

• The fundamentals of building a brand strategy 
• Why you need to keep up to date with popular culture 
• Why you can’t do strategy without research 
• Why you need to be a two-year-old and keep asking why 

Sue also shares a great example of how a brand properly connects to its consumers on that fundamental human level with The Tough Turban.

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