The Power of Hospitality in Building a Strong Brand with Marissa Freeman

Sales POP! interview with Marissa Freeman and John Golden [00:00:00]

Definition of Brand [00:01:19] Marissa Freeman defines a brand as what people buy into, not just a product or service, but what an entity stands for its purpose, and what gives others a reason to join.

Importance of Customer Experience [00:02:39] Every business interaction with a customer contributes to their perception of the brand. Marissa Freeman emphasizes the significance of the customer journey and understanding when customers first come into contact with the brand.

Teachings of "Setting the Table" [00:05:20] Marissa Freeman discusses the teachings of Danny Meyer's book, "Setting the Table," which emphasizes the importance of hospitality in making people feel welcome, seen, important, and as though they belong. The book's lessons are applied to their business practices at Union Square Hospitality Group.

Creating an Awesome Brand [00:08:57] Importance of creating positive customer experiences and surprising customers to create an awesome brand.

Hiring for Excellence [00:12:13] Hiring practices and philosophy of Union Square Hospitality Group, including hiring "100 percenters" and promoting from within.

People to People in B2B [00:17:18] Importance of recognizing the individual people involved in B2B interactions and the emotional aspect of purchasing decisions.

B2B experiences [00:18:16] Marissa Freeman talks about the importance of creating a positive customer experience for B2B interactions and how they have developed a mobile experience for corporate event planners and executive assistants.

Consumerization of technology [00:21:08] Marissa Freeman discusses how every business is a technology business and how they have applied this learning to their business practices at Union Square Hospitality Group.

Union Square Hospitality Group [00:23:09] Marissa Freeman gives an overview of Union Square Hospitality Group, including their restaurants, leadership and development practice, and corporate events group.

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