Ignore The Inside

It's easy to focus on the outside customer demands when it comes to building a company brand, but Mayer said it is also important to focus on the inside metrics that can achieve the same goals. For example, Mayer shared the brand challenges of Knowles, a global leader of microphones and speakers. He said the company is facing challenges of delivering sound in more hostile environments, growth of low-end technology and more immersive sensory experiences. By looking inward, Knowles has approached the same problems as becoming a leader in acoustic technology, managing the cost curve, and focusing on collaborative development. It achieves the same end goal, he said, but helps the company stay more authentic in its vision and brand.