Be sure to check out this show featuring Dr. Jenny Darroch, Assistant Professor of Marketing at The Peter F. Drucker and Masatoshi Ito Graduate School of Management. Dr. Darroch will helps us explore the core brand concept.

At Firebone, we like to ask the question, “What business are you in…really?” When organizations allow themselves to be defined only in terms of the products or services they provide—or the features and benefits of those products— they’re reduced to a commodity. Once a commodity, companies fade into the noisy abyss that is the info-loaded marketplace. Winning brands have discovered their primal code and have defined their core beliefs, brand values, unique selling proposition, mission, ambition, vision, positioning statement, meaningful difference, promise and personae. What emerges is a brand dashboard guiding brand behavior that sets the organization apart and connects with consumers on the basis of values.

Dr. Jenny Darroch

Dr. Darroch is a thought leader in marketing strategy with an emphasis on marketing strategies that generate growth. She is also an experienced speaker as well as a regular contributor to the Huffington Post.