Why strong brand awareness won’t help Uber and WeWork — Allen Adamson // Metaforce

Today we're going to discuss how big companies utilize their brand equity. Joining us is Allen Adamson, Co-Founder of Metaforce, which is a marketing agency comprised of an elite team of the industry's best talent with cross-platform experts in strategy, market planning, branding, digital performance, marketing, and production. In today's episode, Allen is going to talk us through why strong brand awareness won't help Uber and WeWork.
About the speaker

Allen Adamson

Metaforce

 - Metaforce

Allen is a Co-Founder of Metaforce, which is a marketing agency comprised of an elite team of the industry's best talent with cross-platform experts in strategy, market planning, branding, digital performance, marketing, and production.

Show Notes

Quotes

  • “I started in brand management, in a company called Unilever. After that, I moved to Procter & Gamble where I have worked on the advertising side of things.” - Allen “A lot of marketers do a lot of things and they do it average. Those days are over. You’re better off doing three things phenomenally well.” - Allen “I help brands figure out if they have a simple story, a way to tell that story and a way to deliver it to the marketplace.” - Allen “If the customer touches your product and it doesn’t wow them then it doesn’t matter how you told that story.” - Allen “Awareness is more difficult today compared to ten years ago when there were only three channels.” - Allen “Uber and WeWork had the benefit of quickly going through awareness of relevant differentiation.” - Allen “Long-term differentiation in many commodity categories is based on who the company is, what their purpose is and what they believe in.” - Allen “If you promise more but deliver less, that’s not a good way to build loyalty.” - Allen “Uber’s challenge is more manageable from a brand point of view because they had a product that was working. What was not working was what they stood for.” - Allen “If it only works today it’s not a brand. It’s a promotional idea.” - Allen 

About the speaker

Allen Adamson

Metaforce

 - Metaforce

Allen is a Co-Founder of Metaforce, which is a marketing agency comprised of an elite team of the industry's best talent with cross-platform experts in strategy, market planning, branding, digital performance, marketing, and production.

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