inner/g 2023: Building Stronger Brands For Over 20 Years!

In the dynamic world of brand development, where innovation and adaptability reign supreme, one name stands out as a pioneer in crafting enduring brand identities: Hank McDaniel, the visionary Founder of inner/g. With an impressive track record spanning over two decades, Hank McDaniel has been at the forefront of building stronger and more resonant brands. His journey is one of relentless creativity, strategic insight, and a deep understanding of the ever-evolving dynamics of consumer behavior. As we delve into the remarkable story of Hank McDaniel and his brainchild, inner/g, we uncover the secrets behind the creation of brands that not only endure but thrive in an increasingly competitive market. Join Delivery Rank as we explore the visionary mind that has redefined brand building for a generation, shaping narratives that resonate and forging connections that stand the test of time.

Could you share the inspiration behind founding inner/g and your vision for how it contributes to strengthening companies' cultures and brands?

That's an interesting question. I originally started my career as an artist and musician (even though my college studies focused on marketing and sociology), which has something (albeit limited) to do with brand development other than my career at that early age, taught and exposed me to human interactions on a personal level. Selling a piece of art or playing music for an audience was a very personal human connection. I didn't realize this fact at the time, but later on in life, the development of inner/g was based on the human connection. All too often, we as company leaders tend to forget that the relationship or the development of any brand is, for the most part, based on human connection. In other words, does my company, product, or service connect with people? I say people rather than consumers. "Consumers" is such an impersonal manner in referring to a human, fellow friend, neighbor, coworker, and so on.

"Strengthen Culture, Strengthen Brand" is a powerful motto. How do you believe a healthy organizational culture directly impacts the perception and success of a brand?

Wow! A powerful motto? I believe these credos should be referred to as the "soul of your company." Any firm, organization, or group of people that are responsible for developing and / or building or enhancing a client's brand should take a deep dive into their own company culture. Do you, as a company, provide a nurturing and educationally focused environment for the team that supports your company? As far as I'm concerned, I (as a leader of the company) need to provide a culture that is inclusive, willing to challenge thoughts and ideals, open to new processes, and willing to take risks to look at alternative approaches in order to build the brands we support.

inner/g focuses on cultural transformation. Can you provide an example of a company you've worked with where a positive cultural shift led to tangible improvements in the brand's performance or market positioning?

Your question assumes that inner/g focuses on cultural transformation. That isn't always the case. Sometimes, the solution to building a stronger brand has more to do with analyzing the company's structure, their sales strategy, market share, technologies, margins, product mix, etc. If your question is specific to changing a company's cultural shift, then I can provide an example. However, I will not name the company for their own protection. This "cultural shift" program took two years to implement. People, in general, do not like change. That's a given. Knowing that we advised the client that this would be a process that would require time - time for research - time for development - and time to implement. The inner/g team went to the core home (the beginnings) of the company and studied the culture - outside the United States.

It didn't take long to discover how food and the family connection were inextricably joined.

The challenge was to deliver that message in a meaningful and entertaining manner. I say entertaining because we as humans like to be entertained, and I dare say we prefer entertainment over education. Think about this point. How much better is your recall of songs, movies, books, etc., than a course you've taken? The cultural transformation of this giant in the F&B industry was amazing.

Your work involves a deep understanding of both human psychology and brand dynamics. How do you balance these aspects to create programs and interventions that resonate with employees and enhance brand equity?

I think my comments above have explained that. As far as balancing aspects? We are all humans. Treat each other with the utmost respect. People are willing to listen and learn if they are treated accordingly. I have a question for you. Name three brands that you trust and why do you trust them. When I conduct a brand workshop, this is the first question I always ask. The second question I ask is to the person sitting next to an employee they see every day. The question is usually - what car do they drive, what clothes do they wear when not at work, what foods do they like, what's their favorite movie, song, play, etc? I always find the process amazing in how little people know about one another and how disarming this process is. I see smiles. Hear laughter. It is an engaging process which is probably the most critical part of evolving a brand. Keep in mind most of us think of a brand as a "thing" when in reality, it's the people that actuate the brand.

In today's digital age, where transparency and authenticity are key, how do you guide companies to ensure their internal culture genuinely reflects the image they project externally to customers?

This is a straightforward and to-the-point answer - always be genuine and truthful. Don't let the digital realm drive your brand. It's people that drive the brand.

If you would like to find out more about inner/g, visit https://www.inner-g.com/