Episode Details

Most nonprofit leaders have been through some version of the brand strategy process. Eric calls it process theater: brand strategy work that sounds great in proposals but leaves everyone wondering what they're actually building toward. This episode puts ten common elements of brand strategy on trial.

Eric and Jonathan each rank them as essential, important, or overrated, and the results surface a real philosophical divide. Where they genuinely disagree is on brand values, and the tension reveals the gap between how brand strategy is supposed to work and how it actually plays out. 

Episode Highlights:

[00:01:00] Brand strategy has a "process theater" problem 
[00:03:00] Mission and vision statements: both rank them overrated 
[00:05:00] Brand values: essential or a motivational poster trap? 
[00:09:00] Why positioning and niche is the most undervalued element 
[00:14:00] Audience segmentation vs. the persona exercise trap 
[00:22:00] Value proposition: Jonathan's "God tier" pick 
[00:30:00] The four questions that replace your entire brand strategy

Notable Quotes: 

[00:01:20]: "Sometimes these processes can be overinflated, a bit of process theater. Things that sound great in proposals, and then halfway through you're like, 'What are we even doing here?'" Eric Ressler 

[00:12:30]: "As an executive director, knowing what your niche is, is like a stress reducer. When other organizations pop up, rather than being fearful, you can just be like, 'Oh no, that's a different thing.'" Jonathan Hicken 

Hosted by Eric Ressler, Founder & Creative Director of Cosmic, with co-host Jonathan Hicken, Executive Director of the Seymour Marine Discovery Center. New episodes every Tuesday.

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