A company’s brand has the power to shape customer expectations before they have even experienced the product. In the video below, Robin Chase explains that if the "promise through branding is matched by the experience" through execution, customers will continue to come back and spread the word.
Robin is the Co-Founder and former CEO of the largest global car sharing service, Zipcar, which went public in April 2011. She also founded GoLoco, Meadow Networks, sits on two national advisory committees for the US government, and was named as one of Time Magazine’s 100 Most Influential People. Robin is currently the CEO and Co-Founder of the French car sharing service Buzzcar.
In this talk from the Paris Founder Institute, Robin shares how she created an authentic brand that helped Zipcar grow to the largest car sharing company in the world. She outlines how to conceptualize a brand, and its importance to the success of a company.
If you like the video below, follow Robin on Twitter @rmchase.