How Montana and Spirit Airlines Won by Being Honest - With Chris Do | Episode 345

The Futur with Chris Do

The Futur

Arts, Education, Marketing, Design, Business, Self-improvement

4.9 • 998 Ratings

🗓️ 10 May 2025

⏱️ 10 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

We want to hear from you. If you're open to a quick chat with our producer or any of the other options, it only takes a few seconds to sign up: https://forms.gle/Enzzpq5FCVQKbHV9A In this episode, I explore the critical issue of brand misalignment—when the public’s perception of your brand doesn’t match your internal vision. Using examples from major companies like Chevy, Jaguar, and Domino’s, I break down how businesses either fail or succeed in bridging that gap. We discuss the power of social listening, the importance of honest brand positioning, and why execution always trumps ideas. From Spirit Airlines embracing its budget identity to Montana’s tourism campaign flipping “nothing here” into a strength, this conversation is all about aligning perception with reality. If you're looking to refine your brand’s message and build stronger trust with your audience, this episode is for you. Timestamps: (00:00) - Why execution beats ideas (00:34) - What happens when branding goes wrong (01:17) - The Chevy Camaro & Jaguar missteps (02:06) - How to fix brand perception (03:45) - The Domino’s Pizza rebrand success story (06:12) - Spirit Airlines and brand honesty (07:01) - How Montana turned “Nothing Here” into gold (08:46) - The power of embracing public perception Check out The Futur: Website: https://www.thefutur.com/ Courses: https://www.thefutur.com/shop Linkedin: https://www.linkedin.com/company/the-futur/ Podcasts: https://thefutur.com/podcast Instagram: https://www.instagram.com/thefuturishere/ Facebook: https://www.facebook.com/theFuturisHere/ Twitter: https://x.com/thefuturishere TikTok: https://www.tiktok.com/@thefuturishere Youtube:https://www.youtube.com/thefuturishere Check out Chris Do: Website: https://zaap.bio/thechrisdo LinkedIn:https://www.linkedin.com/in/thechrisdo/ Facebook:https://www.facebook.com/BizOfDesign Instagram:https://www.instagram.com/thechrisdo/ Twitter:https://x.com/thechrisdo TikTok:https://www.tiktok.com/@thechrisdo Threads:https://www.threads.net/@thechrisdo Zaap: https://zaap.bio/thechrisdo Clubhouse:https://www.clubhouse.com/@thechrisdo Behance: https://www.behance.net/chrisdo Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

Click on a timestamp to play from that location

0:00.0	We know that in business, ideas are cheap.
0:02.9	It's execution that wins the game.
0:05.1	So you have to take your brand as seriously as you do in a product or the delivery of a service.
0:11.1	You have to take it all the way through.
0:12.7	So you have to hire different.
0:14.0	You have to hire better.
0:14.9	You have to train and implement certain things so that people are living up to the promise of the brand.
0:19.9	Thank you. so that people are living up to the promise of the brand.
0:39.9	We recall that a brand is the person's got feeling about a product service organization as defined by brand legend himself, Marty Neumeier. So what happens if you're in a situation where the
0:45.3	perception of your brand is different than your own image and your mind or what you wish it to be?
0:50.1	And this happens all the time. There's a misalignment. And if we go with the conceit that your brand isn't what you say and it's what they say it is,
0:59.5	then the only one that really matters is what they say it is.
1:02.7	And we know that recently, I think Chevy got into some heat because they came out with a Camaro
1:08.3	that is an electric, I believe, or a hybrid engine that loses all of the identity of Camaro, which is American muscle car that's loud and powerful.
1:17.6	And so the perception from the audience is Chevy's lost their way.
1:21.2	They've neutered this masculine vehicle, and they're moving in the wrong direction.
1:25.8	There's another one that came, I don't know why I'm talking about car companies,
1:28.9	but with Jaguars, Jaguars rebrand,
1:31.2	and trying to appeal to a whole different demographic, that's more feminine,
1:35.2	that's more inclusive, that's more fashion for than the traditional heritage.
1:39.5	They change everything about it.
1:41.2	And so people are up in arms saying,
	...

Please login to see the full transcript.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from The Futur, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of The Futur and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.