Description

John Tayer has run the Boulder Chamber for thirteen years. He knows the joke — the Chamber is your father's Oldsmobile — and he's not here to argue with it. This episode works through what you actually do when your brand has been aging with its customer instead of recruiting new ones, and the honest answer is more interesting than a rebrand.

Ethan and John pull the Oldsmobile metaphor apart live: product vs. packaging, the fractionalization of the business community into sexier-but-narrower alternatives, and why the cross-sector connective tissue chambers actually provide doesn’t have a direct competitor — it just has an image problem. The most counterintuitive move on the table is the Buckley's cough syrup play: stop hiding the elephant and introduce it yourself. Tastes awful and that's why it works. The tie might be uncomfortable, but growth looks good on you.

MAIN TOPICS COVERED

• The Oldsmobile Problem — why "your father's brand" is one of the oldest running jokes in chamber circles, and why the punchline isn't as funny when it's your membership numbers
• Product vs. packaging — are the services out of sync with what modern businesses need, or is it the haircut? And what's the actual difference between those two diagnoses
• The fractionalization of the business community — clean tech associations, startup weeks, quantum industry networks — none of them do what a chamber does, they just feel more like a Tesla
• The Nike model vs. the Oldsmobile model — two strategies for how a legacy brand relates to time: stay anchored to a generation or stay anchored to a moment in someone's life
• Jaguar's full-stop rebrand — a year with no cars produced, a complete reinvention for the electric era, and what that extreme version tells you about the decision in front of every legacy institution
• Refreshing honesty as a brand strategy — Buckley's cough syrup, "you'll swear by it and you'll swear at it," and why naming the elephant yourself is usually more disarming than trying to hide it
• The research prescription — three practical moves: qualitative conversations with the prospects who aren't joining, competitive diagnosis of what competing organizations are giving people that you aren't, and the case for owning your history rather than polishing over it

ADDITIONAL RESOURCES

John Tayer / Boulder Chamber: boulderchamber.com

Buckley's Cough Syrup — https://www.buckleys.ca/about-buckleys/award-winning-advertising/

Jaguar rebrand coverage — https://www.theguardian.com/business/2024/dec/01/claws-are-out-as-jaguar-heads-down-ev-rebrand-road

Cover Brand Covers Playlist on Spotify: https://open.spotify.com/playlist/6h4QzTqrtn9DIAPvdn1iCI?si=MR0mZB_4T9S7O-qM8w9h1Q

The real R&D isn't in a lab — it's coffee with the people who said no to you. Go find out why. If this one made you look at your own brand's age lines differently, share it with someone carrying the same kind of legacy weight. Subscribe to Cover Brand, go deeper at appliedbrandscience.com, and we'll see you next week.

Produced by BiCurean.com

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