Episode Title: Ensuring Your Brand’s Lasting Legacy with Kris Ruby

Host: Arlen Robinson

Guest: Kris Ruby, CEO of Ruby Media Group®

In this episode of the E-commerce Marketing Podcast, host Arlen Robinson interviews Kris Ruby, the CEO of Ruby Media Group®, an award-winning public relations and media relations agency. With over 13 years of experience in PR, Kris Ruby shares her expertise on the importance of establishing a lasting legacy for your brand. The discussion covers how e-commerce businesses can strategically plan for their brand’s future, ensuring their digital footprint remains impactful long after they’re gone.

Key Takeaways:

• Introduction and Kris Ruby’s Background [00:00 – 03:00]
  • Overview of Kris Ruby’s career in PR and media relations [00:00].
  • Importance of integrating content marketing, PR, and SEO for a holistic digital marketing approach [02:00].
• Importance of Legacy Planning [03:00 – 08:00]
  • Considering the longevity of your brand and digital assets [03:30].
  • The impact of the COVID-19 pandemic on legacy and crisis communication planning [05:00].
  • Using tools like Giving Docs to plan for digital asset succession [07:00].
• Creating Legacy-Focused Content [08:00 – 15:00]
  • Shifting from a sales-driven approach to a legacy-focused content strategy [08:30].
  • The significance of creating meaningful and lasting content [10:00].
  • Comparison of current digital legacies to historical records [12:00].
• Building a Community and Brand Mission [15:00 – 20:00]
  • The role of community and mission in building a successful e-commerce brand [15:30].
  • Examples of brands like Thrive Market that focus on community values [17:00].
• Ethical and Value-Based Marketing [20:00 – 25:00]
  • The importance of aligning marketing strategies with ethical and social values [21:00].
  • How conscious capitalism and brand activism can drive consumer loyalty [23:00].
• Leadership and Empowerment [25:00 – 30:00]
  • Empowering team members to carry on the brand’s mission [26:00].
  • The importance of inclusive leadership and shared values within the company [28:00].
• Challenges and Opportunities in Legacy Planning [30:00 – 35:00]
  • Examples of successful legacy planning, such as Apple after Steve Jobs [31:00].
  • Strategies for ensuring brand continuity and customer loyalty post-leadership transition [34:00].
• Closing Thoughts and Fun Fact [35:00 – 40:00]
  • Kris Ruby shares her unique skill of speaking backwards [36:00].
  • Final thoughts on the importance of legacy planning for e-commerce brands [38:00].

Guest Info:

• Name: Kris Ruby
• Position: CEO of Ruby Media Group
• Website: Ruby Media Group
• Twitter: @sparklingruby
• Instagram: @krisruby