🎙️ Innotion Conversation: Building Brands for Growth — Insights with Lorraine Carter

In this episode of Innotion Conversation, host Ricardo Pascual speaks with Lorraine Carter, an expert in brand strategy and growth, about how founders can build powerful, emotionally resonant brands that stand the test of time.

They dive into:

• The psychology behind customer decisions and emotional drivers.
• How early-stage founders can position their brands effectively in competitive markets.
• The importance of cultural sensitivity in today’s globalized world.
• How to handle branding mistakes with transparency and integrity.
• The power of scarcity and how it builds brand value.
• The role of visionary leadership in educating consumers about new categories and products.

Lorraine offers practical advice for founders looking to create authentic, differentiated brands that drive growth and customer loyalty.

Brought to you by Startup Summit 2025 — Europe’s leading startup and investor summit, happening September 18–19, 2025, in Lisbon.

🎟️ Learn more and secure your spot at www.startupsummit.io

🕒 Chapters 00:00 — Building Brands for Growth 04:47 — Advice for Early-Stage Founders 10:32 — Cultural Sensitivity in Branding 15:17 — Handling Brand Mistakes 20:15 — The Power of Transparency 25:21 — Visionary Branding and Consumer Education 29:55 — Scarcity and Brand Value 31:50 — Navigating Market Positioning

💡 Key Takeaways

• Customer psychology and emotional drivers are key to brand loyalty.
• Early positioning is critical for startup brand success.
• Cultural sensitivity is non-negotiable in a global marketplace.
• Transparency builds trust, especially after mistakes.
• Scarcity can enhance perceived brand value and exclusivity.
• Visionary leadership educates markets and shapes consumer behavior.
• Strong brands are built on authenticity and customer connection.