Episode #052: The Buyer’s View of a Brand with Steve McKee

In This Episode of The Buyer’s Mind with Jeff Shore:

Steve McKee, author of Power Branding, and Jeff discuss how branding is more about what your customer thinks of your brand than what you think of as your brand.  How do some companies get it right while others get it so wrong?  Could it be that as a sales professional, you’ve forgotten the core of your company?  Are you consulting the manual for answers or can you give the answer that represents your brand?  It makes all the difference in how your customer perceives your organization.



Topics we’re going to cover on today’s podcast:


[2:09] Quote of the Day

[2:53] Sales Tip of the Day

[4:44] Brand as a personal relationship

[8:05] Brand equals reputation

[12:00] Brands that are carrying it through the consumer experience

[16:46] Consumers are rationally irrational

[20:22] The effect of discounting on brand perception

[26:12] Advice to frontline salespeople and their managers

[30:03] Motivational Summary

More about our guest Steve McKee:

When he’s not sitting in his not-so-oval office looking official, he’s busy consulting clients, making speeches and writing award-winning books. Check out When Growth Stalls and Power Branding. He has more than three decades of experience as a leading brand strategist, is the inventor of ADBOWL® and is the pioneer of MWC’s noted Charrette® planning process. He writes a monthly column for SmartBrief on Leadership and is the co-founder of Passare, a Bay-Area spinoff of MWC which is redefining an entire industry. Steve has been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor’s Business Daily and The Los Angeles Times (among others), and has appeared on CNBC, ESPN2, CNNfn, Bloomberg television and radio, and network TV affiliates across America. He’s also a popular speaker for a long list (see below) of corporate and association events, from convention keynotes to in‐depth seminars. Give him a shout—you might like what he has to say.


Links from today’s podcast:

Homestreet Bank

Steve’s website 

Power Branding: Leveraging the Success of the World’s Best Brands

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.