Finding Your Bearings in the Brand Wilderness

Compass in the Wild

Psychologically, there’s little difference between a group of survivors who crash-land on a mountain, and a group of leaders in a boardroom dealing with unexpected changes. Both groups will experience disruption and both can overcome it in the same way. Disruption, whether we like it or not, is our new normal. And it’s not going away anytime soon.

In this episode of In Process Podcast,Trusted Counsel talks with Jonathan David Lewis, a branding and strategist expert about building resilient brands for harsh business environments. He explains ways to help brands navigate through the wild in what he explains is survival psychology. 

The New Economy
Lewis states, “Something that we need to get out of our minds is that things are not going to go back to the way they were. The great recession of 2008 in many ways ushered in trends that were already underway for many years….We’re in a new environment, a new economy that requires new ways of thinking about doing business.” And so, running a business today is fundamentally different than the past 100 years. Why then are so many of us pushing to operate on those old principles of success? Lewis simply states that “it’s just not effective.” Today, the economy is performing better, but across the board all organizations are being disrupted by externalities with the advent of bio-engineering, automation, and artificial intelligence that are changing our business models, whether we like it or not.

Disruption in Organizations
Inside of our organizations we are often faced with fear because you didn’t see it coming or there are unpredicted challenges inside of the organization. Faced with fear, according to Lewis, you begin to drift as an organization and then you lose your focus. Once the focus is lost, you become inconsistent in decision-making and ultimately you become savage and turn on each other. The alignment is lost. “This is the very same thing we see in survival scenarios and real-life research.” In other words, there’s a very predictable response to disruption.  

Find Your Focus
In this new economy that we all inhabit, it’s probable that you’ll go through the wilderness sooner or later. However, do it with resilience. Have a healthy team in place, and adapt. “Have healthy conflict, don’t be passive aggressive…have kind truth when entering the danger. Then you will have a culture of healthy conflict which will allow you to be resilient when you’re facing these hardships.” 

Lewis recommends asking yourself these questions about your organization. “What am I really, really good at? What does my customer actually need? And lastly, where do those two overlap? Because where they overlap is where you find your relevancy and that becomes your focus.

Jonathan David Lewis is a branding and business strategist. As partner and strategy director of McKee Wallwork + Company, Jonathan led his firm to be recognized by Advertising Age as a national leader in branding and marketing, winning the Southwest Agency of the Year. He is a regular contributor of Forbes.com, speaker and author of a new book titled “Brand vs Wild.”

Stream the conversation with Jonathan in the player below to learn more about leading your business through the wild. Listen to real businesses that trenched though the wild and how they emerged out of the wilderness. Don’t miss an episode, subscribe to InProcess Podcast on iTunes to receive this episode as well as future updates from the show to your smartphone.