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Christopher Willis on What it Means to Create “Fit Content”: A Story of Brand Identity
Manage episode 328228961 series 3233317
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Meet Christopher Willis, the CMO/CPO of Acrolinx. He joins the Radically Transparent podcast to talk about an interesting lesson he learned back in 2011 that he wished he would have known sooner.
Throughout the episode, Chris opens up about a former rebrand that happened to coincide with a magic quadrant where the organization he was leading at the time was being tracked. That specific year, there was no product launch or major product innovation, yet they moved up and right (which is the direction you want to move on a quadrant!) but the question remained, how did they do that?
Christopher attributes the move in the right direction to all the work the team had done in rebranding around defining the true identification of the brand. He even opens up about the multiple challenges of category creation, and some of the biggest obstacles he’s facing today as he creates a new category while trying to align everything together.
Hot Topics of this Episode:
- Going beyond the product and how to talk about all the things that matter to the outside world about your organization
- Christopher’s biggest challenge when it comes to category creation and what he would have done sooner to make the concept of content governance easier to consume
- How to get your competitors to speak the same language as you, so your audience understands and sees value in both you and your category
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