The Purpose-Driven Brand Strategy Behind Spanx and Coca-Cola’s Marketing Success
with Lori Oliver, Founder + CEO
Audio Only
Episode Description
Purpose-driven brands build deeper connections! In this episode, learn how to spark innovation with authenticity, shape every touchpoint around your mission, and avoid common mistakes leaders make. Plus, get actionable tips for keeping your brand’s purpose crystal clear.
Listen & Learn
- Uncovering and clarifying a brand’s purpose.
- The differences (and similarities) in applying purpose-driven strategy in large corporations versus nimble startups.
- Why patience is a crucial factor in successful innovation, and the risks of chasing innovation for its own sake.
- The warning signs that a brand has lost touch with its purpose, and how companies can re-engage with their original ethos.
- Transitioning from agency and consulting work to entrepreneurship.
- The challenges of extracting purpose from chemists, scientists, and engineers.
- Approaches for bridging the gap between technical solutions and broader purpose.
- Examples from Coca-Cola and Nike founders, and the importance of selling ideas.
Guest Bio
Lori Oliver, founder and CEO of the Inactive Company, has spent over 25 years as a seasoned professional in brand and product development, helping businesses grow for corporate, consulting, and entrepreneurial ventures from global companies to local startups. Lori is also the founder of Birth and works as a consultant for consumer goods startups. Previously, Lori was part of the executive leadership team at Spanx and served as the General Manager of Sara Blakely’s incubator. Throughout her career, Lori has worked with companies such as The Coca-Cola Company, The Home Depot, Georgia-Pacific, The Southern Company, Randstad, The International Olympic Committee, Chick-fil-A, Interface, TRW Inc., and many startups. Besides leading The Inactive Company and mentoring and investing in the Atlanta startup scene, Lori is a dedicated supporter and volunteer leader in education and initiatives for girls’ and women’s development. Lori holds a Journalism degree from the University of Georgia.
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