210. Activating Employees to Build Go-to Brands.
Tyler Holden
April 14, 2022
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Today we’re speaking with Tyler Holden, a brand strategy partner at Lippincott, a leading global brand and innovation consultancy. Tyler recently co-authored a white paper on the value of employee activation called Building Go-to Brands from the Inside-Out.
During our conversation Tyler walks us through why engaging your employees to build your brand is a winning strategy and how to effectively tap into one of your most valuable marketing resources.
Topics discussed include:
What makes a brand a ‘go-to’ brand and why they have 5x the revenue growth of other brands.
Why being customer centric is necessary, but not sufficient.
Why engaged, motivated and activated employees are a critical component of building a go-to brand.
Tyler Holden is a partner at Lippincott and co-leads the firm’s marketing strategy capability. Tyler solves problems at the heart of brand and business strategy. With over a decade of experience across consulting, government and media, Tyler’s core passion is in understanding and influencing consumer behavior – be it through customer segmentation, investment prioritization, offer design, or consumer-driven growth strategy and experience design. She works collaboratively with her clients and Lippincott colleagues to develop robust and actionable solutions, grounded in analytical rigor and creative thinking.
Prior to joining Lippincott, Tyler was an Engagement Manager at Oliver Wyman, where she specialized in pricing, sales and marketing strategies. At Oliver Wyman, she authored the “Consumer Goods Innovators Index”, a new methodology to deconstruct innovation and equip incumbents to react.
Previously, Tyler worked in the Office of Digital Strategy at The White House during the Obama administration. She also served as a production assistant and stills photographer for Watchers of the Sky, a Sundance Film Festival award-winning documentary feature.
Lippincott is a global creative consultancy. We have a passion for solving our clients’ toughest challenges with a proven combination of strategic rigor and design excellence. A pioneer since 1943, we have shaped some of the world’s most iconic brands and experiences. To help our clients grow, we focus on six primary areas: brand, innovation, design, experience, marketing and activation. From Coca-Cola to Samsung and Starbucks to Delta, our work drives growth and adds meaning to customers’ lives. As the brand and innovation experts of Oliver Wyman, we integrate deep industry, risk and operational expertise to deliver end-to-end solutions. Together, we create new possibilities for our clients to thrive in the future.
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