Zappos CEO Tony Hsieh believes many companies miss the boat when it comes to building their brands. They tend to focus on what they want people to believe about their company. The better approach, Hsieh told DIGIDAY at the South by Southwest Interactive this week, is to focus internally. A brand is a “lagging indicator” of a company’s culture, he said. That lag is getting shorter than ever thanks to social media, Hsieh added.
More in Media
Media Briefing: BuzzFeed’s $120M sale marks another step in the repricing of digital media scale
Byron Allen’s $120 million BuzzFeed deals marks another turning point in the collapse of the platform-era media business model.
Mail Metro Media shifts ad strategy toward PMPs and fewer ads as it unifies stack
Mail Metro Media wants to drive 300% PMP growth over the next three years as part of plans to turn a high-volume digital direct business into an outcomes shop.
MrBeast’s creator platform signals a more programmatic creator economy
MrBeast’s first-ever Upfront revealed Beast Industries’ forthcoming creator platform, an infrastructure play that will elevate the company’s offerings.