Joseph Benson is a brand strategist with over thirty years of experience.  He defines and expresses the brand strategies for financial services, educational institutions, non-profits, healthcare, high technology, entertainment, and retail clients.

Joseph also trained as a filmmaker. His films have appeared in over a dozen festivals and have been licensed to HBO. He was nominated for an Academy Award in 1982.

You can find out more by visiting:

www.bensonbrandstrategy.com

www.linkedin.com/in/josephbensonbrandstrategy

Notes From Interview

Becoming the “Clear Choice” 

Differentiate clients/customers in minds of customers 

Understand occasions of choosing company

Center message around a single word

Client Profile

Statistics and demographics

Look at the “stories they tell themselves about themselves”

Understand how they make decisions and why they chose competitors

The Best Stories

Tells the consumer their need will be fulfilled

Come in many forms — pictures, colors, fonts, sounds, words

You have to define the story, not the customer

The Discipline of Market Leaders 

The narrower the focus, the stronger the brand

Overcoming a Bad Story

Standup and admit the mistakes

Hold leadership accountable

Create new clear policies and live up to them

Americans believe strongly in second chances