Most companies ask customers questions. Far fewer ask the right questions.

If your surveys rely primarily on rating scales and multiple-choice answers, you may be measuring satisfaction while missing the authentic associations that truly shape your brand. The greatest insights often come from open ended questions that allow customers to describe your brand in their own words, revealing the positive associations, negative associations, emotions, and experiences that structured surveys often overlook.

In this episode, Joanne Z. Tan explains why open ended questions are one of the most valuable tools in brand strategy, social listening, and customer research, especially in the AI age where genuine human understanding matters more than ever.

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In this episode, you'll discover:

• Why open ended questions uncover authentic brand associations that structured surveys often miss • How brand association influences trust, reputation, customer loyalty, and buying decisions • The difference between positive associations, negative associations, and neutral perceptions • Why social listening has become an essential complement to traditional market research • How authentic customer language reveals your brand's true surplus value beyond products and services • Why emotional associations often matter more than functional attributes • How AI can help analyze qualitative responses while human judgment remains essential for interpreting meaning • Practical ways leaders can use open ended questions to strengthen brand positioning, messaging, and customer experience

The brands that earn lasting loyalty are not those that speak the loudest. They are the ones that listen most carefully. By asking thoughtful open ended questions and practicing genuine social listening, organizations discover what customers truly think, why they trust or avoid a brand, and which authentic associations shape long-term loyalty. Those authentic associations become the foundation of stronger brands, deeper customer relationships, and better bottom line.

Joanne Z. Tan is the Founder and CEO of 10 Plus Brand, Inc., a brand strategy, executive branding, and thought leadership consultancy. She helps CEOs, executives, entrepreneurs, and organizations build influential, authentic brands through strategic positioning, Brand DNA decoding, AI Experience Design (AIXD™), thought leadership, content strategy, and digital presence.

A speaker, interviewer, writer, photographer, and lifelong learner, Joanne combines analytical thinking with creativity to help leaders and organizations build trust, brand equity, and long-term competitive advantage in the AI age.

Learn more: https://10plusbrand.com https://10plusprofile.com https://aixd.world

Copyright © 2026 Joanne Z. Tan. All rights reserved. Unauthorized reproduction or distribution of this podcast description or its contents is prohibited without written permission.

In this episode, Joanne Z. Tan reflects on one of the most remarkable historical coincidences in American history: three founding fathers, Thomas Jefferson, John Adams, and James Monroe, all died on July 4th, the anniversary of American independence.

She explores the significance of the 4th of July, the founding ideals of the United States, and the timeless words of Benjamin Franklin following the Constitutional Convention:

"A republic, if you can keep it."

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In this episode, you'll discover:

• Why the deaths of three founding fathers on July 4th continue to fascinate historians and Americans alike. • The historical context behind Independence Day and the birth of the United States. • Benjamin Franklin's enduring caution: "A republic, if you can keep it." • Why America's founding ideals remain relevant 250 years later. • A personal reflection on liberty, democracy, and America's enduring promise.

As America celebrates its 250th anniversary, Joanne invites listeners to consider whether the nation has remained faithful to the principles of liberty, democracy, the rule of law, and the values that inspired its founding.

Drawing from her own journey as an immigrant from China who came to America in pursuit of freedom and opportunity, she offers a personal reflection on why the American experiment continues to matter, and why preserving it remains the responsibility of every person and every generation.

About Joanne Z. Tan

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a corporate brand strategy, executive branding, and thought leadership agency. She is a brand strategist, thought leadership coach, writer, speaker, and host of Interviews of Notables and Influencers, where she explores leadership, branding, AI, innovation, and ideas that shape organizations and society.

© 2026 Joanne Z. Tan. All rights reserved.

In this episode, I share my unforgettable 310-kilometer solo travel journey along the Camino Primitivo, the oldest route of the Camino de Santiago for 1,100 years, followed by an extraordinary experience witnessing the 2026 total solar eclipse in León, Spain.

Although I began the pilgrimage alone, I was never truly alone. Along the Camino, strangers became companions. Conversations crossed cultures. Shared meals, encouragement, and kindness transformed a solitary journey into one rich with stories. At the same time, the Camino reminded me that wisdom lies in knowing when to embrace solitude and when to welcome a companion.

This episode is about much more than hiking across northern Spain. It is about perseverance, resilience, friendship, cultural discovery, and the personal transformation that often comes when we step outside our routines and comfort zones.

Whether you're planning a Spain tour, considering your own Camino pilgrimage, interested in solo travel, or simply curious about the lessons learned from walking hundreds of kilometers across Spain, I hope this story inspires you to take your own first step.

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Watch as a video

In this episode, you'll discover:

• What solo travel is really like during a 310-kilometer pilgrimage across northern Spain. • How companionship naturally develops and changes among pilgrims from every corner of the world. • Why walking alone can deepen self-awareness while opening the door to meaningful human connections. • What it was like to continue the journey to León to witness the spectacular 2026 total solar eclipse. • Why the Camino de Santiago is ultimately about far more than reaching Santiago de Compostela.

Every journey changes us. Some through breathtaking landscapes. Some through unforgettable people. Some through rare moments that remind us how small we are beneath the vastness of the universe. My Spain tour offered all three, and more.

I hope you'll join me on this remarkable journey.

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a Silicon Valley brand strategy, executive branding, and thought leadership consultancy. She helps CEOs, executives, entrepreneurs, and organizations build influential, authentic brands through strategic positioning, content, and digital presence.

A speaker, interviewer, writer, photographer, and lifelong traveler, Joanne combines business strategy with creativity to help leaders become recognized authorities in their industries. She is also the host of Interviews of Notables and Influencers, where she explores leadership, branding, innovation, and the stories behind remarkable people.

Learn more: https://10PlusBrand.com

Copyright © 2026 Joanne Z. Tan. All rights reserved. Unauthorized reproduction or distribution of this podcast description or its contents is prohibited without written permission.

What possesses someone to spend 12 straight hours hiking 20 miles through The Narrows, carrying a backpack, climbing over slippery boulders, wading through cold water, through one of the world's most spectacular slot canyons?

From breathtaking canyon scenery to moments of exhaustion, wonder, and quiet reflection, this journey is about far more than completing a difficult hike. It is a story of perseverance, courage, humility, and discovering beauty where few are willing to venture.

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In this episode, you'll discover:

• What it is like to hike 20 miles through The Narrows in Zion National Park. • Why this iconic wilderness adventure challenges both physical endurance and mental resilience. • The unexpected lessons nature teaches about perseverance, preparation, and courage. • How solitude in the wilderness can renew perspective and deepen gratitude. • Why the greatest adventures often transform us long after the journey ends.

Whether you're an experienced backpacker, an aspiring adventurer, or someone who simply loves stories of exploration, this episode invites you to experience one of America's most extraordinary wilderness landscapes through Joanne's eyes.

About Joanne Z. Tan

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a corporate brand strategy, executive branding, and thought leadership agency. She is also an award-winning photographic artist, wilderness backpacker, writer, speaker, and host of Interviews of Notables and Influencers. Through her travels and outdoor adventures, she shares stories of resilience, nature, creativity, and the human spirit.

© 2026 Joanne Z. Tan. All rights reserved.

To watch Pt 1 as a video

To read the FAQs

In Pt. 2, we will continue with the remaining 6 frequently asked questions and answers:

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Joanne Z. Tan is a global brand strategist, thought leadership coach, and founder of 10 Plus Brand, Inc. and AIXD.world. She helps founders, CEOs, executives, and organizations build influential, future-ready brands through strategic positioning, AI Experience Design, and authentic storytelling.

© Joanne Z. Tan, 2026. All rights reserved.

Is performance marketing enough to grow a business in the AI age? Or does long-term success require a stronger branding strategy built on trust, differentiation, and customer experience?

In this episode, Joanne Z. Tan explores why branding strategy and performance marketing are not competing approaches—they are complementary forces. While performance marketing has traditionally measured ROI through clicks, likes, and conversions, these metrics become increasingly inadequate as Agentic AI transforms the customer buying journey. Sustainable business growth depends on brand building, brand positioning, brand trust, and brand equity that influence customer decisions both immediately and over the long term in an AI-driven marketplace.

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As AI increasingly shapes search, discovery, and purchase decisions, organizations must rethink their digital marketing strategy. Winning brands invest not only in measurable performance but also in authentic storytelling, memorable customer experiences, and meaningful differentiation that both AI systems and human customers recognize and trust.

• What is performance marketing, and where it fits into modern business growth
• Why branding strategy is essential for long-term competitive advantage
• How brand building strengthens customer loyalty beyond paid advertising
• The relationship between brand equity, customer experience, and business value
• Why brand trust is becoming one of the most valuable assets in the AI era
• How effective brand positioning helps your business stand out in crowded markets
• How to integrate performance marketing and brand-building KPIs into a comprehensive digital marketing strategy
• Why brands that balance short-term performance with long-term branding outperform those focused only on immediate ROI

Today's AI-powered marketplace rewards organizations that create lasting trust—more than clicks and likes. The companies that thrive will combine data-driven marketing with authentic human connection, building brands that customers remember, recommend, and return to.

- Read the full article: https://10plusbrand.com/2026/06/28/performance-marketing-and-brand-building-in-ai-age-joanne-z-tan/

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for more insights on AI, branding, executive influence, and thought leadership.

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10PlusBrand.com

AIXD.world

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Joanne Z. Tan is a globally recognized brand strategist, thought leadership coach, branding expert, and Founder & CEO of 10 Plus Brand, Inc. She helps founders, CEOs, executives, entrepreneurs, and organizations build influential brands through strategic brand positioning, authentic storytelling, AI Experience Design (AIXD™), and long-term brand building. Her work bridges branding strategy, digital transformation, executive visibility, and customer experience to help organizations earn lasting brand trust and brand equity in the AI age.

Copyright © 2026 Joanne Z. Tan, 10 Plus Brand, Inc. All rights reserved.

In this episode, Joanne Z. Tan explores why trust, authenticity, and human judgment are becoming the ultimate brand moat in the AI era, against low-quality, mass-produced, and often inaccurate information, a/k/a AI slop. Brand trust is the goal, shield, and bottom line against endangerment of data privacy, transparency, and the erosion of authentic human connection.

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- To watch it as a video

Drawing on her work in AI Experience Design (AIXD) and strategic brand building, Joanne explains why companies that rely solely on automation risk commoditizing themselves, exploiting customer data, and losing brand trust while those that combine AI with human intelligence and human EQ can create lasting competitive advantage.

• Why brand trust is becoming more valuable as AI-generated content proliferates.

• What AI slop is, and how it threatens credibility, reputation, and customer loyalty.

• How data privacy concerns are reshaping customer expectations.

• Why authentic, human to human customer service remains a powerful differentiator in an AI-first economy.

• Why trust, not technology alone, will determine the winners of the next decade.

• How leaders can build transparent, human-centered brands that thrive during AI transformation.

As AI increasingly mediates search, discovery, and buying decisions, organizations must ask themselves a critical question: Are we building systems that simply generate more content, or are we building trust?

- Subscribe to our free newsletter, for more thought leadership on AI, branding, executive influence, and the future of customer experience.

Joanne Z. Tan is a global brand strategist, thought leadership coach, and founder of 10 Plus Brand, Inc. and AIXD.world. She helps founders, CEOs, executives, and organizations build influential, future-ready brands through strategic positioning, AI Experience Design, and authentic storytelling.

© Joanne Z. Tan, 2026. All rights reserved.