In this episode, Dr. Leigh George makes a compelling case against using demographic markers or a product-centric approach to try to build inclusive brands. The first is inherently exclusive, while the second limits brand expansion.
Instead of alienating some people using demographics, or defining your brand by what you do, make it about an idea that is fundamental to our humanity and our shared human experience.
If you're trying to be truly inclusive, she recommends that you "build your brand on an idea that everyone can potentially believe in.”
To be clear, she isn't advocating for trying to be all things to all people. She's simply stating that to be truly inclusive, your brand may not be for everyone, but everyone should be invited.
It's a subtle, but profound, difference.
Dr. Leigh George is a marketing provocateur, founder of Freedom–a brand and marketing strategy consultancy–, and one the few people on the planet with a PhD in branding.
Dr. George calls Freedom an un-agency, which not only speaks to her rebellious spirit but also points to the many unconventional ways she is building and running her consultancy business.
In her words, she "cuts through the crap" to help people identify what's most important for their brand.
She is not beholden to traditional marketing ideas and frameworks and she isn't afraid challenge or discard them– "whether that’s freeing you from the tyranny of the persona, helping you dodge bland brand stories or extricating you from cardboard cut-out marketing strategies that please no one, including your customers."
Dr. Leigh George is a true expert, one whose ideas and opinions always challenge my own thinking, forcing me to reconsider everything about marketing that I took for granted.
Empathy-Led EP 19/S02
Learn more about her un-agency Freedom
https://find-freedom.co/