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DANNY DENHARD
EP.81
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Danny Denhard
How to take them from product to community using your brand
In Episode #81, Ross is joined by Danny Denhard, Interim Chief Growth Officer and coach.
Danny has over two decades of experience helping to operationalise and grow businesses of all sizes. Danny has led Product, Growth and Marketing Departments, helping household names and challenger brands grow and connect with customers' hearts and minds.
Ross and Danny discuss how your brand makes you memorable and the roles community, logistics and advertising play in building successful businesses these days.
Highlights
If you're not really thinking deeply about your customer and how they could be connected to you more deeply and each other, I think you're going to be a product that has to resell and has to remarket and re-advertise to your customer over and over again
So if you don't quite hit it from a product perspective, people are going to go away and research a cheaper or another alternative anyway. So you may as well have a brand promise, have a good product that people always come back to and remember
It’s very easy to copy your brand, very easy to copy your distribution model, very easy to copy your website, very easy to copy your campaigns; all of these things we can do, almost at a click of a button, but how do you copy the culture of a business?
So you have to really understand the utility level of your brand and your product and then really invest, or overinvest, in creating that and one thing that most marketplaces really learn is that you have to be the brand destination. You have to have something more than just, you know, high volumes of SKUs or a number of different products that are available
If you send out through the cheapest delivery option, most of the time, it doesn't actually get to the customer and that really impacts you as a brand. So all your brand partners also have to be highly vetted and have to have really good SLAs
You can't turn community on and off at your design. Once you start, you’re committed for the long term because you're essentially inviting people into your product for the long term. The other one is that you're going to have to build with people, which means they're going to tell you things that you might not want to hear and you can't just ignore them
More about Danny Denhard
Danny has over two decades of experience helping to operationalise and grow businesses of all sizes. Danny has led Product, Growth and Marketing Departments, helping household names and challenger brands grow and connect with customers' hearts and minds.
Danny has helped shape and develop several successful companies, taking startups through hyper growth to maturing agency offerings, going through to IPO and working in leadership positions in global listed brands, alongside running EMEA’s largest crowdfunding platform.
Danny is currently an Interim Chief Growth Officer, a coach, consultant and advisor, helping Marketing, Product & Growth Leaders build trust, and confidence and improve their performance and long-term successes.
Find Danny Denhard here:
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One More Question is a podcast dedicated to sharing our best conversations with significant brand builders, experts, and communicators— people who go about their work of making people care by creating impactful brands.
In this podcast, we explore the idea of brand building by speaking to founders who have built multi-billion dollar brands and experts who think deeply about how to get people to connect with their products, services, or companies. If you’re looking for insight into the best ways to invest in and build your brand or company, this may well be the podcast for you.