Summary of Episode #38: The Layer Cake Approach to Branding with Allison Capaldi and Robert Wolfe, Zeck
Introduction
In episode #38 of B2B Agility™ with Greg Kihlström, host Greg Kilstrom explores innovative branding strategies tailored for B2B marketers. This episode features Allison Capaldi, Senior Content Manager, and Robert Wolfe, Founder of Zeck, who discuss their unique "layer cake approach to branding." Drawing from their successful ventures with Moosejaw and Crowdrise, Allison and Robert reveal how Zeck is transforming the traditionally mundane board meeting into an engaging and productive experience through nuanced branding.
Background and Journey to Zeck
Allison and Robert share their extensive collaboration history, beginning in 2002 with Moosejaw, where they focused on making outdoor activities fun and engaging. This approach led to Moosejaw’s successful acquisition by Walmart. Subsequently, they co-founded Crowdrise, a platform aimed at simplifying and enhancing charitable giving, which was later acquired by GoFundMe. Their journey culminates with the creation of Zeck, a company dedicated to revolutionizing board meetings.
Emphasizing Brand Across Ventures
Robert Wolfe highlights the consistent focus on branding across all their ventures:
"The through line from the three companies really is brand," [03:16].
He emphasizes their ability to infuse fun and memorability into serious industries, making their brands stand out in competitive markets.
Revolutionizing Board Meetings
The conversation shifts to the common perception of board meetings as dull and inefficient. Robert explains their motivation to transform this space:
"At our own personal experience... we realized this angst was universal," [05:29].
They recognized the universal frustration with board meetings and aimed to create a tool that makes these meetings more engaging and productive.
Integrating Brand into Board Meetings
Allison details how Zeck integrates branding into board meetings without compromising professionalism:
"We are just normal people on that side of things... Let's talk about that misery together," [09:36].
This approach ensures that the brand is present in every customer interaction, fostering a genuine connection rather than a superficial one.
The Layer Cake Approach to Branding
At [10:59], Allison introduces the "layer cake approach," likening branding to a multi-layered cake where each layer represents different touchpoints and experiences. She explains:
"A lot of people get stuck with branding being very one note... But when you cut open an equally beautiful looking cake, it's so much better when it's layered with all these different touch points," [11:15].
This metaphor underscores the importance of a holistic and nuanced branding strategy that goes beyond simple logos and slogans.
Practical Applications of Layered Branding
Robert and Allison provide concrete examples of their layered branding techniques. One standout example is Zeck’s custom cookies sent to customers celebrating their first board meeting using the platform:
"This cookie is to eat or throw at your least productive board member," [09:36].
These personalized gestures create memorable interactions that reinforce their brand identity.
Allison further elaborates on incorporating hidden elements like movie quotes and trivia in customer communications:
"We throw in a little fun and then you respond... you just had a bright point in your day that otherwise would have just been an email," [12:32].
These layers of interaction make the brand experience more engaging and enjoyable for customers.
Building Brand from the Inside Out
The guests stress the significance of internal culture in shaping the brand. Allison explains that Zeck’s internal culture is infused with their brand values, ensuring authenticity in external interactions:
"Our internal staff is naturally infected with the brand," [21:53].
This alignment between internal culture and external branding ensures consistency and authenticity.
Balancing Brand and Business Priorities
When discussing how to maintain a focus on branding amidst business pressures, Robert advises prioritizing branding deliberately:
"If you're not purposefully deciding to prioritize, it falls off the list," [22:42].
He shares past experiences where solely sales-driven campaigns overlooked branding, leading to missed opportunities, and emphasizes the importance of finding a balance.
Maintaining Agility
In the final segments, Allison and Robert discuss maintaining agility through strong internal systems and a supportive culture. Allison highlights the importance of a collaborative environment where every idea is valued:
"We throw out every idea and you never feel like an idiot for throwing them out," [24:22].
Robert adds that structured systems complement their creative processes, allowing them to stay flexible without sacrificing efficiency:
"The blend of those rules allow everyone to embrace the kind of chaos that we help that we think contributes to the brand," [24:59].
Conclusion
Greg Kilstrom wraps up the episode by thanking Allison and Robert for their insights into the layer cake approach to branding. He encourages listeners to explore more about Zeck through the show's notes.
Notable Quotes
- Robert Wolfe: "The through line from the three companies really is brand," [03:16].
- Allison Capaldi: "We are just normal people on that side of things... Let's talk about that misery together," [09:36].
- Allison Capaldi: "When you cut open an equally beautiful looking cake, it's so much better when it's layered with all these different touch points," [11:15].
- Robert Wolfe: "If you're not purposefully deciding to prioritize, it falls off the list," [22:42].
Key Takeaways
- Holistic Branding: Adopt a multi-layered branding strategy that touches every aspect of customer interaction, much like the layers of a cake.
- Internal Culture Alignment: Ensure that internal company culture reflects and supports the external brand, fostering authenticity.
- Prioritized Branding: Deliberately prioritize branding alongside business operations to create lasting connections and brand loyalty.
- Innovative Customer Engagement: Use personalized and creative gestures to enhance brand memorability and strengthen customer relationships.
- Structured Agility: Balance creative flexibility with structured systems to maintain agility and effectiveness as the company grows.
This episode offers valuable insights for B2B marketers looking to build nuanced and engaging brands that resonate deeply with their customers, beyond traditional marketing tactics.