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EPISODE 219 36 mins

‘No one shares ordinary’ • Shifting your Direct-to-Consumer Brand Ahead

About the guests

Allen Adamson

Kunle Campbell

Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce, NYU Stern Adjunct Professor, and the author of the books, BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.

In this episode, Kunle interviews Allen Adamson, co-founder and managing partner of Metaforce, a solutions company with an elite team of the industry’s best talent. Allen is an NYU Stern Adjunct Professor, and the author of 4 books: BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World. Listen as Allen shares how to shift your e-commerce business ahead.

Covered Topics:

  • What Branding Is
  • Branding Success of New Businesses
  • The Point of Your Story
  • Amazon and Its Frictionless Customer Experience
  • Allen’s Book, Shift Ahead

Podcast Show Notes:

  • 01:32 – Get The Ultimate Guide for Crushing Holiday Revenue Targets at Klaviyo
  • 02:52 – Join the 2xEcommerce Facebook Group
  • 03:15 – Today’s Guest: Allen Adamson
    • A noted industry expert in branding
    • Listening and learning from people on their success
  • 04:59 – What Branding is
    • The difference between Brand and Branding
    • Common mistake between marketers revealed
    • The Big Challenge: Getting through word-of-mouth
  • 09:37 – Allen’s take on branding success of new businesses
  • 11:43 – You need to figure out the point of your story
  • 15:00 – How it was in the olden days
    • Business owners knew their customers
  • 21:32 – Allen’s take on Amazon handling overall customer experience
    • Amazon’s “frictionless” experience for customers
    • The challenge is to DO BETTER
  • 24:26 – Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World
    • Zoom out and see the world out of your perspective
    • Watch what people do
  • 33:22 – Solve One Problem Really Well

Topic Takeaways:

  • Brand and branding are two different terms.
  • Figuring out the point of your story is critical in a business’s success.
  • Never forget to look at different perspectives.

Tweetable Quotes:

”Oftentimes marketers focus on the tangibles without really thinking through: what do they stand for, why should people care, and what’s different about them.

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:


This episode is brought to you by Klaviyo

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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