Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.
For a brand to be good, it needs to make a promise that’s meaningful, differentiated, easy to learn and easy to understand – and then it needs to fulfill that promise every time.
The short answer is yes: brand is particularly relevant for businesses that don’t advertise.
For your business to be enduring and profitable, it must bring something that not only fills a customer need, but is also clearly different.
What’s the single biggest economic rationale for brand?