Getting Brandy With Reilly Newman
Reilly Newman is the co-author of a book called Brandy: 101 Sips of Wisdom for Attaining a Successful Brand. Whereas in the past, MULO (multi-location) brands had significant control over how they presented themselves, both at the corporate and local levels. Social media has disrupted that model, and brand reputations are as likely to be impacted by social media influencers as they are by major national ad campaigns.
That’s why we’ve invited Reilly Newman to join us at Street Fight LIVE 2025 to share what constitutes a powerful brand today and how to build long-term consumer loyalty. “Meet” him here and then join us in LA!
How did you become a branding “expert?”
“Simply the fate for someone who is naturally curious and obsessed with human behavior. I’ve always been fascinated by why people make certain decisions(like purchases) and the important role psychology plays. To me, brand is the culmination of psychology, business, and relationships. It is more human than many assume.”
Why is brand consistency so essential for MULO brands?
“Brand is relational, and a significant aspect of any relationship is reliability, which is partially signaled through consistency. When a brand can be consistent across several locations, it avoids cognitive dissonance when it increases the ‘risk’ of a patron visiting the store because they don’t know what to expect. As humans, not knowing what to expect is risky because it involves uncertainty. We all dislike uncertainties; we prefer being able to rely on a person or brand and knowing what to expect from the experience.”
Which MULO brands do you admire at a national AND local level?
“I’m biased towards Starbucks. Although they have lost their way and are trying to find their way back, they have done a great job with creating a consistent experience across stores that do feel like “home” when you enter…. or it may just be the caffeine speaking. The consistent store design and atmosphere when you enter a Starbucks are remarkable, as well as the consistency of the product. As a global brand, they have done an excellent job localizing the stores and training baristas to treat customers like neighbors.”
What have been your best and worst brand experiences as a consumer? Why?
“Trader Joe’s has still been one of my top experiences when it comes to brands. They are creative with their marketing and straightforward in their operations and customer service when shopping. Overall, very consistent.
Taco Bell was a recent flop. I had zero interaction with an employee when ordering; it was a clunky process that felt soulless. Sadly, the soul of the Taco Bell brand has been one I have enjoyed for years. However, the experiences lately have been missing the mark.”
What do you do for fun?
“Read and play with my daughters! My daughters love all things from acro and dance to karaoke and soccer, so I enjoy activities they are passionate about. My wife and I are big film enthusiasts, so we enjoy a good movie. When alone, I’ll either be reading, writing, or gaming.”
The Street Fight brand itself has been thriving for almost 15 years, but like consumer brands, it has evolved to reflect the changing needs of the people it serves. Although we are B-to-B rather than B-to-C, we also know that creating unique and memorable experiences is key in both the physical and digital (phygital) worlds! Join us at Street Fight LIVE 2025, hear from Reilly Newman and 30+ fantastic thought leaders, and discover what OUR brand is all about!
