What does it take to reinvent a 100-year-old brand? In this episode or We Built This Brand, Diana “DQ” Quinmoen, Head of Design at Colle McVoy, shares how her team helped La-Z-Boy rediscover its soul and transform from a furniture brand into a full sensory experience. From brand scent and store experience to AI-powered activations and the “ah-place” philosophy, this conversation explores how modern brands must think beyond campaigns and build systems that connect emotionally at every touchpoint.
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Show Highlights:
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(01:17) DQ Origin Story
(05:18) Trust and La-Z-Boy Kickoff
(09:00) Finding the Ah Place
(18:37) AI Powered Recliner Stunt
(19:14) Rebrand Pushback Fears
(20:58) Campaign Results Metrics
(22:42) Lessons Relationships Research
(24:31) Future Branding Systems AI
(27:21) Authenticity In AI Era
(29:44) AI Media Case Studies
(30:48) Brands Beyond Products
(33:52) Where To Connect
(34:26) Final Podcast Wrap
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