The Connected Brand Episode 5: Clicking Into Place

“Only 5% of our target audiences are ever in market for a solution like ours. That means that we need to optimize for the other 95% for long-term sustainable growth and long-term sustainable connection and building the brand” -Pete Vomocil

In this imaginative episode of Connected Brand, host MK Getler and Pete Vomocil, Fractional CMO, explore the power of intentional design and meaningful connection in building authentic brands that resonate with audiences.

Together, MK and Pete dive into the concept of "total brand experience," which makes alignment between customer experience (CX), employee experience (EX), and brand experience (BX) vital for driving growth and loyalty. They discuss real-world examples of brands like ZoomInfo and Starbucks, examining how listening to feedback and maintaining a balance between these three key elements can make or break a company's success.

Pete also shares the story of creating #opentohelp, a grassroots movement on LinkedIn aimed at fostering a community of professionals who are willing to lend a hand and pay it forward without expecting anything in return.

This episode is packed with valuable insights and heartwarming stories galore that’ll inspire you to think more intentionally about your brand's impact on the world. If you want to connect with Pete and join the #opentohelp movement, be sure to find him on LinkedIn and engage with his posts to help spread the message of kindness and collaboration.

Selected Links From the Episode

• Pete's LinkedIn 

Show Notes

• How Pete's love for LEGO and the brand's ability to create magical, immersive experiences for customers and employees alike exemplifies the power of intentional design. [04:07]
• The parallels between theater and marketing, and how understanding audiences, creating experiences, and collaborating with others to build something meaningful are key to success in both fields. [12:35]
• The importance of focusing on the "total brand experience" by aligning customer experience (CX), employee experience (EX), and brand experience (BX) to achieve sustainable growth. [14:25]
• How brands like ZoomInfo are repairing their reputation by listening to feedback, being accessible, and making changes to improve their overall brand experience. [33:12]
• The cautionary tale of Starbucks and how prioritizing one aspect of the brand experience over others can lead to imbalance and erosion of customer and employee loyalty. [37:10]
• The power of feedback loops and constant calibration in maintaining a healthy balance between CX, EX, and BX as market conditions and customer needs evolve. [44:14]
• Pete's inspiring story of creating "Open to Help," a grassroots movement on LinkedIn aimed at fostering a community of professionals who are willing to lend a hand and pay it forward. [45:38]
• The importance of creating nodes within an organization and community that serve as conduits of energy, helping people find direction and support when they need it most. [54:06]
• How Pete's upbringing on a farm and his grandfather's influence instilled in him the value of helping others without expecting anything in return. [54:19]
• The three simple asks Pete makes of everyone who participates in "Open to Help": keep him posted, pay it forward, and engage with his posts to help spread the message. [56:19]