Today Ted speaks with Win Peniston, a digital, mobile and social marketing strategist and innovative agency executive with over 25 years of brand development and digital media experience under his belt.
From early 2016 through mid-2021, Win was the Director of Marketing at London Bay Homes. Today, he consults a variety of builders and developers, and also keeps his Realtor's license at John R. Wood Properties' 5th Avenue South office in Naples, FL.
Today’s conversation focuses heavily on the timeless principles of brand development and longevity. Win also speaks on the art of value proposition, in which the key is “to touch someone’s identity, and how they wear the brand for themselves.”
Through leading campaigns for some of the biggest brands in the world today, Win has learned to always steer the conversation away from, “What’s in it for the company?” to, “What’s in it for the consumer?”
In a similar vein, he criticizes businesses who have strayed too far into the realm of political correctness at the expense of their brand identity. Companies who embrace pure, unadulterated authenticity fare far better, especially in the long-run, than those who rely on hollow messaging in an effort to ride on the coattails of certain cultural trends.
Brand is the cornerstone of longevity. To build repetitional excellence, especially as a service business, it all stems from doing what you say and say what you do, and simply being transparent and authentic.
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