My guest today is… Nicole Ertas, she is a recognized global brand strategist, author, and speaker who has helped build many of the world's finest and most powerful brands. According to Nicole, whether it's mash-ups or crowd-sourcing, the new consumers require brands to connect with them in authentic and genuine ways. But who are the new consumers and what do they need? And they fall into 4 main archetypes · LORDS · LOVERS · HACKERS · HAWKS In this episode Nicole walks us through each of them so that you can identify who your best customers are. Nicole says, "The world our brands live in has permanently changed. Her thinking has been embraced by companies such as Beam, Wrigley, SC Johnson, Mike's Hard Lemonade, Johnson & Johnson, General Mills, Kraft, and more. Nicole's success in global innovation and brand leadership gained her recognition in Forbes, The New York Times and selected to be one of Crain's Chicago "40 Under 40." Nicole Ertas is also the founder and president of The Ertas Group, a distinguished network of provocative thinkers, strategists, innovators, and creative change-agents who help global brands cultivate, validate and activate cutting-edge brand strategies. The advancements in technology and particularly social technology has arguably changed industry of branding more than any other industry. And as leaders, we have to grasp what this means to our companies and to ourselves. Nicole Ertas is the author of a brand new book: Free Range Brands…A book that speaks to the vastly changing landscape of Branding, and that many of the smaller brands have an agility that is killing the big brands. Find out more about Nicole Ertas and Free Range Brands: http://FreeRangeBrands.com Find out More about Hiring The Host Dov Baron here: http://FullMontyLeadership.comGet bonus content on Patreon

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