Why Authentic Experience is the Key to Modern Branding with Lisa Holladay | Right About Now with Ryan Alford podcast

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Episode description

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Episode description

Welcome back to The Radcast! Today's episode is an exciting exploration of authenticity and experience in the world of branding. We are joined by a truly remarkable guest, Lisa Holladay, the Chief Experience Officer at Tiger 21, a pioneering peer-to-peer learning organization catering to ultra-high net worth individuals. Lisa's journey through the realm of luxury brands, including iconic names like The Ritz-Carlton, St. Regis, and Marriott International, as well as her collaborations with esteemed companies like Mercedes-Benz USA, has equipped her with unparalleled insights into the essence of genuine connections and meaningful experiences.

In this episode, we unravel the secrets behind building authentic brand experiences and navigating the ever-evolving landscape of modern branding. Join us as Lisa shares her wealth of knowledge, offering a glimpse into the future of branding in a world craving genuine connections. We are thrilled to welcome you to this enlightening conversation. Listen and learn!

Ryan and Lisa discuss the evolution of branding, emphasizing the significance of experiential marketing in cultivating brand affection. The discussion also explores the transformative impact of social media and the pandemic on brand-audience connections, emphasizing the fusion of experience and branding in the modern landscape. (02:36)

Lisa discusses the strategies for building brand loyalty and fandom. The conversation also addresses the challenge of establishing a robust brand connection, emphasizing the importance of ensuring consumer loyalty even in the face of negative product experiences. (08:08)

Ryan and Lisa go into the strategic mapping of consumer journeys, concentrating on touchpoints and engagement at different stages of the customer relationship. The discussion emphasizes the importance of intentionality in designing these journeys to guarantee a seamless and engaging experience for consumers throughout their interaction with the brand.(10:30)

Lisa explains the Chief Experience Officer (CXO) role, highlighting the significance of curating member experiences at Tiger 21. The organization’s three pillars and the difficulty of crafting memorable experiences for ultra-high net worth individuals and stresses the importance of time in delivering exceptional value, aiming to build loyalty among its members. (10:48)

Ryan delves into the essence of Tiger 21, emphasizing its diverse membership and supportive environment. Lisa elaborates on the group dynamics, highlighting the focus on continuous learning, philanthropy, family, and business growth. The discussion also covers Tiger 21's global expansion strategy. (15:03)

Ryan and Lisa discuss the transition Tiger 21 made from working with large corporations to smaller organizations. They explore the impact of budget constraints and the creative freedom to innovate and take risks in smaller settings. (25:01)

Lisa underscores the significance of fostering a culture of innovation that promotes experimentation and swift decision-making. She discusses her learning experience in embracing the concept of failing fast and taking risks. Additionally, outside of work, Lisa shares her personal passions. (30:34)

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