Best Buddies’ Brand Brilliance

Embarking on a journey towards brand building excellence is akin to a path of discovery, often dotted with varied experiences and comprehensive insights. For those intrigued by “Brand Building Brilliance from Best Buddies,” the tale of Lise Lozelle offers a masterclass. From steering major brands like Pepsi and FedEx to launching her clothing line, the path Lise has walked is diverse and rich in lessons. Now, working with Best Buddies International, she merges her eclectic background to champion communication and partnerships, contributing profoundly to enhanced brand presence.

Best Buddies International stands as a beacon dedicated to counteracting the social and economic isolation faced by individuals with intellectual and developmental disabilities. Through Lise’s expertise, significant strides in brand visibility have been attained, amalgamating experiences from enterprises, small businesses, and nonprofits into a formidable force for good.

Deep within the heart of her career, a unique blend of experiences has instilled a repository of brand-building wisdom, presenting invaluable insights applicable across diverse sectors.

Lise Lozelle

Sr. Director of State Communications & Engagement, Best Buddies International

• Fun fact: Fly fishing serves as a sanctuary for Lise. It’s a moment when tranquility fosters creativity. Her inspiration led to the inception of Maven Fly, a fly-fishing apparel line.

• Proudest achievement: Launching a $125 fashion-forward, U.S.-made women’s fishing shirt, Lise defied expectations. The success encouraged other brands to upscale and refine their own offerings, underscoring the ripple effect even small brands can have.

Create Connections Before Making Appeals

One common misconception about nonprofit marketing is that it’s all about soliciting donations. Lozelle dismantles this myth with confidence, and her insight is equally beneficial for those in for-profit sectors.

Reflecting on the adage, “You don’t marry someone on the first date,” Lozelle emphasizes the essence of nurturing connections over hurried appeals. Marketing at Best Buddies focuses primarily on brand fostering rather than immediate solicitation. It’s about gradually constructing relationships, bit by bit, allowing individuals to explore and understand the organization’s mission.

This philosophy is echoed even in platforms like Masters in Marketing, where informative content precedes promotional pitches. Therefore, invest time in developing a rapport with your audience, letting them organically gravitate towards your call to action.

Embrace a Genuine Stand

Brands today must resonate with authenticity. Especially within a generation driven by values, it’s crucial for businesses to articulate what they represent clearly. Lise underscores that half-hearted stances seldom endure scrutiny. A balance between ethos and persona is critical to win an audience’s favor and trust, as is shown by data revealing that 82% of consumers prefer brands sharing their values, particularly among Gen Z.

It’s essential to demonstrate these beliefs continually, as discrepancies between proclaimed values and actions can lead to backlash, a term known in the digital world as “greenwashing.” In essence, a genuine commitment to a cause aligns brand identity with consumer expectations, paving the way for deeper connections.

Empower and Elevate Voices

In a world teeming with engaging narratives vying for attention, authenticity and direct storytelling stand out. Lozelle suggests that allowing participants to narrate their own stories creates impactful connections. Through examples like global ambassador Flava Fran, Lozelle illustrates how personal truths resonate more profoundly than even the most polished marketing narrative.

For brands, empowering individuals to voice their stories offers a genuine connection that outshines conventional promotional tactics. By giving participants or customers a platform, organizations can foster a deeper, more intrinsic connection with their audience.

Exploring New Channels

This Week’s Inquiry

What’s the most underrated marketing channel today, and why should it receive more focus? — Kevin Indig, Growth Advisor for Hims, Reddit, Dropbox, and Snap Inc.

Current Insights

According to Lozelle, direct mail emerges as an underrated channel in today’s digital age. A captivating print piece can stand out amidst online clutter, creating a memorable connection. Direct mail, particularly, appeals even to younger generations like Gen Z, with statistics showing 72% appreciating tangible mail. Therefore, incorporating such traditional methods into a broader strategy could yield delightful results.

Anticipating Future Trends

With artificial intelligence on the rise, how do you envision its role in shaping brand-building strategies and creative innovation?