The Living Brand in Barcelona

EIBTM is the leading exhibition for the conference, incentives, events, business travel and meetings industry, held in the fantastic Mediterranean city of Barcelona. It will be held from the 2nd to the 4th of December with over 3,000 international suppliers from over 100 countries across the globe. On the second day of the exhibition, Bridge will be presenting a seminar on The Living Brand, our main concept that connects people to the brand they represent. Dale Smith explains more about The Living Brand on his interview by Simon Greenbury for the event.

 

Simon: If you weren’t talking to me now what would you be doing?
Dale: ‘Well, I guess that would depend on the day – right now I would be at my desk working through a mountain of paperwork.  However, at the moment it seems that I never have two days the same so – ask me again tomorrow.   

A phrase you use too often
‘At the end of the day’ – I have been working hard to irradiate it from my vocabulary as it is over used and it makes it sound like I am wishing my life away.

What is one phrase that annoys you when others say it?
That would have to be – ‘I gave 110%’....   Please someone do the math - it stops at 100%.  There is no need to strive for something that is unachievable or does not exist – aim for 100% and you will be truly successful

I wish more people would take notice of…..
OTHERS – did not even have to think about that one.  Being polite, courteous and respectful of others is something that I hold in the highest regard. I am just amazed by the number of people I meet, see, hear along this journey we call life that are missing out of the joy of just being nice to other people.

How would you define leadership?
Leadership is the ability to empower others with the skills, confidence and guidance to move forward.  To allow them to be part of the process and encourage them to stand beside the leader not behind - I could talk leadership and emotional intelligence for the rest of the interview if you like.

Which leader(s) in the world  - alive or deceased - do you most respect?
I guess I would pick two – One: I have always been fascinated by Galileo and to me he was a leader in his own right.  To look up at the stars and through passion and power of conviction he revolutionised the way we see the world today. Without being too cliché, the other is my mother – raising two children on her own and through many personal sacrifices she led me to become the person that I am today.
 
I’m good at……
Motivating, understanding and moving others forward to where they need to be. I love making a difference in people’s lives.  I get a buzz out of that moment they ‘get it’ – they can do something about it. I thrive on seeing others make personal breakthroughs in confidence and taking control of their lives.  We all need a guide from time to time and I guess I have been given a gift to act as that guide.

I’m bad at……
Letting go – once you give me a challenge I am like a dog with a bone.  Sometimes it is better to just walk away – reflect and come back at it from a different angle.  Yes I know the theory, however in practice, it can be a different world.

If you weren’t in the job you are in what would you be?
Don’t get me wrong because I think that I have one of the best jobs in the world.  However, I have thought about this many times.  I would love to be a photographer – travelling around the world taking pictures of people doing the 1000’s of jobs that people do.  I was given a coffee table book many years ago – with hundreds of photos of random people doing just that.  I still have it and look at it all the time just to remind myself how amazing and diverse this world is.

What makes a successful brand?
Recognition is the most obvious answer – however, at Bridge we work with a concept called ‘The Living Brand’.  This looks at the connection between the marketing department’s view of the brand and the front-line delivery of it.  The marketing department will set the expectation line for customers and, in my mind, the truly successful brands are the ones that are matching what people buy with the delivery of service when they need assistance.  The real test of success is won or lost when, we the customers, have to engage with the people that represent that brand.

What’s your definition of happiness?
I used to think it was money, easy answer... However as I have gotten older and hopefully wiser, that view has changed.  To me happiness does not have one clear definition as I try to see it in most things.  Happiness is that moment when for an instant the world stops spinning – you feel that you can breathe a little deeper and relax in the pleasures around you.  The more we work at anything – the easier it becomes – so if people just took more pleasure in the small things – then happiness will come more easily.

What are your greatest achievements?
Again that will change by the day, month and year.  I have been blessed with the insight to truly appreciate the now.  Back to my mother as a great leader – she allowed me very early on in life to see achievements as something that we do for ourselves and not in competition of others.  I set goals for myself and when I come close to or surpass them I have achieved.  I would not be able to put one over another as then it may devalue the little things that in the now are precious.

What’s the best thing about your job?
The fact that I get paid to do something that I love.  I get to research people – lol, great excuse to be noisy and people watch.  I get to transfer this knowledge to others and allow them to gain personal power from it.  Life is a stage and I enjoy the performance side of my job.  I have sat in on too many lectures and training courses that were, to say the least, dull.  I like to have fun in my work and I love to make others laugh while they learn.

In a nutshell your philosophy on life is?
Life is meant to be enjoyed and change is important if we are to stay fresh.  When life sends us little challenges – see them as gifts – they are an opportunity to practice how we have the amazing ability to overcome them.  Then when life sends you a real curve ball you will be ready and able to take control. Life is all about practice – the more you engage with it the better you are at getting the most from it. Was that in a nutshell?

How will EIBTM delegates benefit by attending your session at the event?
The session is all about ‘The Living Brand’ concept.  It is a very practical concept on how we can ignite our people from being employees of an organisation to true brand champions.  People who are more connected to and motivated by the organisations they work with are more prone to go the extra mile when needed.  I will look beyond the normal ‘do it this way and get this’ – to behavioural science and why and how people respond to different motivators. For many people the session and thinking behind it will be new to them and hence interesting.