Trini Amador is the Value Creators’ go-to guru for all things marketing. He has a long career as CEO of a global branding consultancy, BHC Consulting, and he is also the founder and proprietor of Gracianna, an estate winery that has established a portfolio of greatly acclaimed, gold medal winning prestige wines from its home in the heart of Sonoma County wine country, on the banks of the Russian River.
Trini joined the Value Creators podcast to discuss his latest thinking distilled from his extensive brand-building experience: his theory of talkability.
0:00 | Intro
03:17 | Understanding Talk Ability Theory: Basics, Floaters and Swimmers
07:20 | Three Areas of Talk Ability Theory
09:06 | Is Managing Expectations and Feelings a Brand's Duty?
11:11 | How digital marketing is typically described and the Traditional Funnel Approach
16:45 | Modern Marketing Innovation: Returns Policies and Proactive Issue Resolution
20:54 | Roger Martin's habit-driven brand strategy is outdated
22:39 | Concept Trini of Expectations
24:41 | Fundamental Elements of the Brand Blueprint and Speed Change
27:56 | Optimizing Social Media for Brand Talkability
28:50 | Heineken Double Zero Strategy
31:24 | Importance of Valuable Feedback in Business
33:18 | Trini’s Business Insights and Lessons Learned
38:46| Wrap up: Find Trini Amador and His Team at Gracianna.com