On this special Hyosung Innovue podcast, Daniel Litwin sits down for an interview with Brad Nolan, Executive Vice President and Chief Marketing Officer at Hyosung Innovue, to discuss the power of brand in creating memorable customer experiences. The conversation begins with a discussion of the recent rebranding of Hyosung Innovue and the importance of brand in defining a company’s soul, differentiating it in a competitive market, and fostering long-lasting relationships with customers. The discussion then moves to how Hyosung Innovue redefined itself as a global human experience maker bridging the physical and virtual worlds, harnessing its unique combination of a manufacturer’s soul and an innovator’s mindset to better customers’ day-to-day interactions and journeys. This episode also dives into the process of conducting hundreds of internal and external interviews to define the company’s core capabilities, as well as its direction and impact on the community. The conversation emphasizes that the rebranding process is all about aligning the company’s messaging with the existing perception of its stakeholders, with the challenge of getting the new message out to those unfamiliar with the brand. The podcast concludes with a discussion of brand activation and the importance of getting the fresh message out to the marketplace.
