Business
Are marketers addicted to advertising? Is there a better way to lead growth and innovation? Our host Marc Binkley explores questions like these and some potential solutions with the always engaging Chris Kneeland. BioChris is the CEO of Cult Collective, one of North America's premiere engagement marketing firms. He's also the Co-Founder of The Gathering, on of the best marketing conferences in North America and Co-Founder of Communo, a marketing talent outsourcing agency. Time Stamps 0:49 – Intro to Chris Kneeland4:38 – Why Chris believes advertisers are addicted to advertising9:32 – Discounting is only one lever for marketers to increase revenue and customer benefits15:09 – Why marketing has devolved to just advertisers 17:26 – What makes Southwest Airlines a unique brand21:25 – Why the sales funnel is a flawed mental model 26:20 – How we might get into a customer’s initial consideration set without advertising29:44 – The genius of Elon Musk’s approach to positioning Tesla32:51 – The inspiration for Cult Brands and The Gathering36:12 – Cult Brand Principle #1 – Culture39:40 - Cult Brand Principle #2 – Co-Creation45:20 - Cult Brand Principle #3 – Relatable 49:11 - Cult Brand Principle #4 – Creation of rites and rituals57:00 - Cult Brand Principle #5 – Congregate1:07:48 – How to find out more about Chris and CultLinksPricing Thermometerhttps://cultideas.com/white-papers https://cultideas.com/philosophy https://www.linkedin.com/in/chris-kneeland-838b2921/ Communo McKinsey Consumer Decision JourneyTesla PlaidThe value of Elon Musk tweetNFL Superbowl viewershipHow Glossier turned itself into a billion-dollar beauty brand