Welcome to the What's Next! Podcast with Tiffani Bova.

This week, I'm listening back on a conversation with Allen Adamson and I wanted to share it with you too.

Allen is a noted industry expert in all disciplines of branding and the Co-Founder of Metaforce. He is also a published author with multiple marketing titles including Shift Ahead, Brand Simple, and The Edge. Prior to co-founding Metaforce, Allen was the Chairman of North America of Landor Associates, a global branding firm. Before joining Lander, Allen was an executive at Unilever and held senior management positions at Ogilvy & Mather and DMB&B. Allen is also a sought-after industry commentator and has appeared on shows such as NBC's Today Show and Fox Business Network's Closing Bell.

THIS EPISODE IS PERFECT FOR… individuals who are trying to build a memorable brand with advertising, social media, product design and user interfaces to convey a story which resonates with employees and customers.

TODAY'S MAIN MESSAGE… find your relevance! Get out of your marketing bubble and don't wait for things to go wrong to step on the gas and shift your strategy. Once the marketplace signals your misstep, it's too late. Shifting ahead to success is all about being proactive and attentive and learning not just to listen passively, but to watch actively and ask the right questions!

WHAT I LOVE MOST… I loved talking about what "brand" truly is and how we can better understand it. It is one of the most misunderstood concepts in business and sales today. Everyone is chasing after what they think it means, and often this leads to a sense of disingenuousness.

Running time: 29:54

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