---
title: "GF podcast X: Patrick Crawford of Scorpion"
url: https://burnaze.com/article/aa7cb827-aa5f-4eb1-aa21-55718e416657
source: "Global Franchise"
original_url: https://www.global-franchise.com/news/gf-podcast-x-patrick-crawford-of-scorpion
author: "Amanda Peters"
category: "Multi-Unit"
topics: ["Development & multi-unit"]
published: 2021-08-27T09:00:00.000Z
modified: 2026-11-01T22:32:58.457Z
image: https://images.unsplash.com/photo-1554469384-e58fac16e23a?w=1600&q=80&auto=format&fit=crop
---

# GF podcast X: Patrick Crawford of Scorpion

**TL;DR:** The Global Franchise Podcast features Patrick Crawford, senior vice president of strategic marketing at Scorpion, discussing how to understand a franchise's 'why'. The podcast is powered by Scorpion and explores the importance of identifying a franchise brand's purpose and values.

*By Amanda Peters, originally published in Global Franchise on 2021-08-27. [Read the original](https://www.global-franchise.com/news/gf-podcast-x-patrick-crawford-of-scorpion).*

## Story

The senior vice president of strategic marketing at Scorpion takes a deep dive into how to understand your franchise’s ‘why’

The senior vice president of strategic marketing at Scorpion takes a deep dive into how to understand your franchise’s ‘why’.

This episode of the Global Franchise Podcast is powered by Scorpion. For more information, visit scorpion.co/franchises

In today’s business landscape more than ever before, consumers are looking for authentic brands that are driven by more than just commercial gains. But sometimes, identifying the ‘why’ of your business can be trickier than it seems.

In Scorpion’s latest market study, for example, the majority of franchise owners felt that the onus for pursuing brand loyalty and showcasing market differentiation fell onto them, rather than their franchisor. This comes from a misalignment of values from the top-down and can result in customers and even new franchisee prospects being left on the table.

So how do you recenter your approach and identify your franchise brand’s ‘why’? To find out, we’re joined on this episode by Patrick Crawford, senior vice president of strategic marketing at Scorpion. Patrick has built his career on relationship development and business growth, so he’s the perfect person to speak to when a strategy needs a much-needed adjustment.

## Entities

- General (sector)
- Global Franchise (publication)
- international expansion (topic)
- Multi-Unit (company)
- franchise investment (topic)
- James Fell (person)
- Amanda Peters (person)
- brand loyalty (topic)
- market trends (topic)
- Scorpion (company)

---
Originally reported by Amanda Peters, Global Franchise (https://www.global-franchise.com/news/gf-podcast-x-patrick-crawford-of-scorpion). Summarized by Burnaze (https://burnaze.com/article/aa7cb827-aa5f-4eb1-aa21-55718e416657).