#20 Bill Harper — Deep dive into everything "BRAND"

Throughout his career, Bill has been obsessed with helping businesses discover their true purpose – and turning that insight into exceptional experiences that bind brands and their customers together. Whether helping launch the CarFax Vehicle History Report to the consumer market, positioning Delsey as North America’s lightweight luggage leader or preparing start-ups like Bleep CPAP to disrupt their category, Bill has been passionate about turning consumer insight into category leadership. He believes that every brand has the potential to dominate their category – to create a contagious, market-shattering impact on their customers and competition. Since 1998, Bill has created brand strategies and creative campaigns for more than 300 brands around the globe. He has engaged audiences for brands like EverBank, Music & Arts, Delsey Luggage, Red Hot & Blue, Denny’s, Precision Tune and Enterprise Rent-a-Car, to name a few. On their behalf, Bill uncovered unique insights into the consumer set, created campaigns that positively disrupted their categories and caused countless competitors sleepless nights.  Bill is an optimist at heart. He believes that every good idea has a passionate message standing behind it.  SPEAKER LINKS Host, Paul Syng: ⁠https://linktr.ee/paulsyng⁠ Guest, Bill Harper: https://brandbosshq.com/ EPISODE LINKS Spotify, Apple, Anchor & more: ⁠https://anchor.fm/PAULSYNG⁠ CHAPTERS 00:00:00 Welcome to the show, Bill! 00:05:17 What is a brand? 00:11:20 Breaking the myth of B2B vs B2C 00:19:30 Tow truck story 00:27:13 Helping clients get out of their own way 00:31:27 The creative genius Rolodex 00:40:53 From toxic relationship to true partner 00:56:00 Are you willing to be great? 01:07:02 The right person and the right vision 01:23:02 Eight powerful ideas 01:33:51 Brand is agnostic to what and how you do it 01:38:12 How to bring internal and external stakeholders on the journey 01:44:02 When internal adoption fails 01:57:10 How to build an audience by being irrelevant 02:06:00 What to do with negative comments 02:12:05 Haters grow your brand and audience 02:16:23 How much time Bill spends on making content 02:22:05 3001 Questions all about me 02:23:52 Summarizing the second half 02:32:08 Closing remarks

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