The Futur podcast is a show that explores the interesting overlap between design, marketing, and business.Our host (and CEO of The Futur), Chris Do, holds candid conversations with inspirational people from the worlds of design, technology, marketing, business, philosophy and personal development.These conversations go deep. With the aim of understanding who these incredible people are, what drives them to do what they do, and what can we—the listener—learn from it all.Visit thefutur.com/podcast for show notes and additional information from each episode.
How Montana and Spirit Airlines Won by Being Honest - With Chris Do | Episode 345
We want to hear from you. If you're open to a quick chat with our producer, it only takes a few seconds to sign up: https://forms.gle/TTdgZ9R6HykpPaEh6
In this episode, I explore the critical issue of brand misalignment—when the public’s perception of your brand doesn’t match your internal vision. Using examples from major companies like Chevy, Jaguar, and Domino’s, I break down how businesses either fail or succeed in bridging that gap. We discuss the power of social listening, the importance of honest brand positioning, and why execution always trumps ideas. From Spirit Airlines embracing its budget identity to Montana’s tourism campaign flipping “nothing here” into a strength, this conversation is all about aligning perception with reality. If you're looking to refine your brand’s message and build stronger trust with your audience, this episode is for you.
Timestamps:
(00:00) - Why execution beats ideas
(00:34) - What happens when branding goes wrong
(01:17) - The Chevy Camaro & Jaguar missteps
(02:06) - How to fix brand perception
(03:45) - The Domino’s Pizza rebrand success story
(06:12) - Spirit Airlines and brand honesty
(07:01) - How Montana turned “Nothing Here” into gold
(08:46) - The power of embracing public perception
Check out The Futur:
Website: https://www.thefutur.com/
Courses: https://www.thefutur.com/shop
Linkedin: https://www.linkedin.com/company/the-futur/
Podcasts: https://thefutur.com/podcast
Instagram: https://www.instagram.com/thefuturishere/
Facebook: https://www.facebook.com/theFuturisHere/
Twitter: https://x.com/thefuturishere
TikTok: https://www.tiktok.com/@thefuturishere
Youtube:https://www.youtube.com/thefuturishere
Check out Chris Do:
Website: https://zaap.bio/thechrisdo
LinkedIn:https://www.linkedin.com/in/thechrisdo/
Facebook:https://www.facebook.com/BizOfDesign
Instagram:https://www.instagram.com/thechrisdo/
Twitter:https://x.com/thechrisdo
TikTok:https://www.tiktok.com/@thechrisdo
Threads:https://www.threads.net/@thechrisdo
Zaap: https://zaap.bio/thechrisdo
Clubhouse:https://www.clubhouse.com/@thechrisdo
Behance: https://www.behance.net/chrisdo