EP. 16 - The EOS VTO as a Brand Strategy

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Inside The 90™

Jami Mullikin

25 episodes

4 days ago

Conversations from the 90 Day World™ - Inside The 90™ is a podcast where we explore the real-world gains of running a business in the 90-day world of EOS (Entrepreneurial Operating System). Each episode features conversations with people from various roles and industries, all united by their belief in the EOS framework.

Entrepreneurship

Business

RSS

All content for Inside The 90™ is the property of Jami Mullikin and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Entrepreneurship

Business

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EP. 16 - The EOS VTO as a Brand Strategy

Inside The 90™

25 minutes 6 seconds

4 months ago

EP. 16 - The EOS VTO as a Brand Strategy

This episode explores how brand strategy and leadership changes are the fastest ways to shift company culture. By building a clear Vision/Traction Organizer (VTO) and activating it internally through strong values and messaging, companies can align their team and lay the foundation for authentic external branding. Wonder’s Marketing Operating System blends quick execution with long-term strategy, helping businesses turn vision into action and drive lasting growth.

Key Topics:

- Culture Shifts: Driven by leadership changes or brand updates.

- Brand as Strategy: Long-term identity rooted in company vision.

- EOS & VTO: Framework for defining brand direction and values.

- Internal Activation: Aligning team through values, messaging, and rituals.

- Core Values: Actionable, culture-specific values that resonate.

- External Branding: Translating internal culture into customer experience.

- Marketing OS: Wonder’s 90-day insights + 3-year brand/sales alignment.

- Sales-Marketing Alignment: Bridging teams with shared brand language.

- “New” Branding: Focus on brand evolution, not rebranding.

- Getting Started: Begin with an objective-driven discovery call.

Chapters:

0:00 Introduction of the two fastest ways to shift culture: leadership and brand updates.

2:30 Story of early branding success with BMW and the importance of language longevity.

5:40 Relationship between EOS’s VTO and brand strategy formation.

9:15 Activating the brand internally and rallying employees.

15:00 Turning VTO insights into an actionable brand platform.

21:00 Proven process and defining internal and external experiences.

26:30 Core values must be unique and culturally specific ("Make it happen" vs "Get it done").

33:45 Transitioning from internal branding to external activation.

37:10 Wonder’s six-month brand process and the rejection of "rebranding" as a concept.

41:00 Wonder’s Marketing Operating System: 90-day insight + 3-year vision planning.

46:30 The power of synchronizing fast execution with long-term brand alignment.

50:00 Opportunity-based branding, not just issue-driven branding.

53:15 Final recommendations and how to engage Wonder’s services.