On BOS, we've interviewed so many experts on branding, that it's just not funny! Some have been great and others have been... just mediocre. But let me assure you, this next interview is one of the more practical and entertaining interviews we've done on branding so far. This one should by now be on your must hear list of of great BOS branding interviews!
So sit back and be prepared to go back-to-basics with branding expert Bill Schley of David Inc. and author of Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea. Listen in as Bill outlines some of the 17 critical elements of creating a winning brand (all of which you'll find in the book of course!) and hear some great examples of companies who have moved to the #1 spot in their industries by simply defining their Dominant Selling Idea (DSI). If you happen to think that you're above the back-to-basics approach, be warned -- failure to do so could seriously damage your brands health!
Take this recommendation from one who has been privy to some of the greatest branding experts in the world. Listen to the interview and get a copy of the book -- it's essential to healthy branding.