Wow One More®: Secrets to Win Big® from 13 Restaurant Leaders by Arjun Sen - HTML preview
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ELEVEN SECRETS TO WIN BIG® NUGGETS FROM THE CONVERSATION WITH WILLIAM ESPEY
- Build a memorable brand voice
- Be spontaneous, be authentic, be the revolution
- Create moments where your ideas can freely come to you
- The best ad cannot ever make up for a crappy experience
- Creating a brand voice: Always start with “how do I want to be marketed to”
- Best creative happens when you have an egoless team
- Successful brands actually do what they actually say
- Everyone has access to the same damn data. Hence creatives developed solely by data all look and sound the same
- Brands start with clear values. Values lead to a culture of people. External manifestation of culture is your brand voice
- Customers interact with the personality, never a company
- If you do not occasionally cross the line, you are being mediocre and are on the path to being irrelevant