Understanding our voice and telling our story. That is something we all strive to be able to do. We want to know who we are and embrace it. And while most of us have dealt with and talk about the personal journey of discovery, we rarely think about how that same journey happens with the brands we know and love. Brandon Rhoten thinks about that constantly, especially since he became the CMO of Potbelly. On this episode of Marketing Trends, Brandon tells us why finding a company’s voice, and embracing that voice, will help them stick out from the herd. Plus he discusses his philosophy of how companies can work through the discovery process, including the struggles that come with striving to be different.

3 Takeaways:

• Ideas need to be based on who your brand is. Recognize it and play to that voice

• Low-risk high-reward campaigns are what get you noticed. Striving for efficiency will never get you noticed

• Groupthink holds companies back from creative ideas and prevents them from pushing the envelope

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