On this 229th episode of "Marketing Today," host Alan Hart interviews Tony Wells, Chief Brand Officer at USAA. We begin with an inside look into Wells's basketball days playing alongside David Robinson during The Naval Academy's magical Elite Eight Run. Wells then dives into his unique transition into the corporate world from his military service. "I love this idea of engaging with consumers or members," Wells says regarding his attraction towards the marketing function. After a handful of positions at various top companies, Wells found his home at USAA. "One of the challenges in marketing...is you want to talk to everybody. We've been able to narrow this thing down to those who have served." We then discuss how and why USAA has brought the function of Diversity & Inclusion under the organization that Wells runs. Wells describes how important it is to the company's future branding because "the pie can get bigger and deeper for everybody when we all seek to win and live and succeed together." Wells believes that if you can put your ego aside and know your role, you can help your team achieve something greater than individual success! Highlights from this week's "Marketing Today": Tony had the opportunity to play in the NCAA Tournament alongside NBA HOF David Robinson. 1:32 Committing to The Naval Academy was inspired by a plethora of factors. 2:55 You have the option of going to The Marine Core out of The Naval Academy, and that's exactly what Tony did. 3:54 Making a transition from a career in military service to the corporate sector 4:42 USAA is a brand with a purpose, which made Tony feel at home when he started there. 6:02 Tony's success can be partly attributed to his ability to speak the same language as those in his company. 8:20 A promotion to Chief Brand Officer has changed Tony's role in the company, though the storytelling has stayed the same. 9:39 USAA was formed almost 100 years ago by 25 officers and has experienced a plethora of changes along the way. 10:50 Tracking a wide range of metrics has allowed USAA to stay connected with its members at a personal level. 12:27 Customer satisfaction is based on so much more than the numbers. 13:26 Due to being a member-driven company, USAA has given back massive dividends to its members during the pandemic. 14:25 COVID has forced all companies to change their marketing techniques, and USAA decided to focus on the things that mattered. 15:53 Remote production has been a challenge but has allowed USAA to learn about its capabilities. 17:51 Diversity & Inclusion has been brought into the marketing side of the company, which is unusual in large corporations. 19:15 It only makes sense that D&I be included in the branding and marketing of a company. 21:40 Tony's bad and good experiences as a black male have helped fortify his diverse mindset in the boardroom. 23:57 People want to be their authentic selves at the workplace, and Tony is trying to promote that. 26:22 Uncomfortable conversations need to be had so that everyone has an opportunity to be successful and included. 29:08 Technology has caused the marketing and branding space to undergo a dramatic change. 31:39 Tony's experience playing basketball taught him the importance of playing for the name on the front of the jersey, not on the back. 34:00 If Tony could go back, he would take more risks on his way up. 35:20 Environmental Societal and Governance (ESG) are only going to become more important to consumers in the future. 37:51 The pandemic has forced a digital transformation and could shrink the number of brands in various spaces. 38:58   Resources Mentioned: USAA U.S. Naval Academy USNA Basketball NCAA Bid Tony Wells David Robinson (former NBA player and USNA teammate) Marine Corps Nissan, Visa, 24 Hour Fitness, ADT, Schneider Electric History of USAA $1B in dividends to auto insurance policyholders – USAA $30MM in donations to US military societies and organizations Diversity & Inclusion Emmanuel Acho, Uncomfortable Conversations with a Black Man Baratunde Thurston, author of How to be Black and podcast We're Having a Moment User-generated content, USAA advertising Pattern89 – AI for advertising ESG – Environmental, social and corporate governance Marc Pritchard Antonio Lucio   Subscribe the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/tonywells1/ https://twitter.com/Tony_Wells_ https://twitter.com/USAA Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Marketing Today with Alan Hart

USAA's Tony Wells on Marketing & Diversity

On this 249th episode of "Marketing Today," host Alan Hart speaks with Jonathon Morgan, the founder and CEO of Yonder, an AI company that helps Fortune 500 communication teams identify and counteract online disinformation about issues that matter to their organization.  In this episode, Morgan talks about the power of groups with extreme ideals and how thought radicalization can mean something different for marketers.  Our conversation starts with understanding Yonder's mission and how the company originated. Early in his career, Morgan conducted internet research, advising the state department on how they could counter the impact of online radicalization worldwide.  Morgan explains that the modern concept of the internet is based on a fundamental premise — "there is wisdom in the crowd."  He soon found out, however, that "if you value crowds, you inadvertently value mobs," and that someone who manipulates social platforms can have an immeasurable amount of power in swaying the crowd's thinking.  From there, Morgan provides insights on the pros and cons of social media censoring and how easily misinformation and extremist ideals can leak into mainstream media. Finally, he talks about how the idea of radicalization isn't always a bad thing when it comes to brand marketing.   In this episode, you'll learn: The vulnerability of the internet and our social ecosystem What contributes to the origins of radical groups and how misinformation can spread The difference between good and bad radicalization The importance of authentically communicating your company's values How to build a coalition for your brand and leverage communication better   Key Highlights: [02:16] Yonder's mission and how they got started [05:46] How a person can have an incredible influence on the way the public thinks [07:44] Motivations behind a mob; looking at the riots on the Capitol [11:17] The pros and cons of censoring on social platforms [15:21] How radical ideals spread into mainstream media [18:40] When radicalization isn't always a bad thing [24:00] Jonathon's advice to brand marketers about building a network [32:53] How taking a stand is complicated but essential [35:02] An experience that defines Jonathon made him who he is today [36:27] Jonathon's advice to his younger self [37:38] An impactful purchase Jonathon has recently made [41:15] The brands, companies, and causes Jonathon follows [42:38] What Jonathon thinks is the biggest opportunity for marketers today   Resources Mentioned:  Yonder Jonathon Morgan - CEO of Yonder, his personal site The prior episode on Marketing Today with Lisa Roberts, CMO at Yonder 4Chan (Wikipedia) QAnon (Wikipedia) Overton Window (Wikipedia) Coalition Building (Wikipedia) Alan's dream weights and workout equipment - Rogue Fitness Queen's Gambit (Netflix) Example Chess Set   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/jonathonmorgan/ https://twitter.com/jonathonmorgan https://twitter.com/therealyonder Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

What Radicalization Means to a Brand Marketer with Yonder CEO Jonathon Morgan

On this 248th episode of "Marketing Today," host Alan Hart speaks with Amir Hirsh, the chief executive officer and founder at Audioburst. This AI-powered audio discovery platform helps connect content consumers with relevant audio clips. Our conversation starts with how people have a tendency to call Hirsh crazy due to his innovative and forward-thinking. Hirsh discusses how 2020 acted as gasoline on the audio fire and how "audio connects people much stronger and creates brand affinity." In the last year alone, the podcast industry more than doubled in size as more and more people crave content that doesn't hurl visuals at their eyeballs. We then dive into Hirsh's company Audioburst and how it has "built an AI engine that listens to that vast amount of content," analyzes, and cuts it into short clips to make it more discoverable on the internet. Hirsh explains the massive opportunities that await marketers who can create or participate in their own audio content, as well as sponsor and attach their name to the audio content of others. The power of audio lies in the fact that "it can pretty much follow you throughout your day without interrupting whatever it is that you're doing at that moment in time." No matter how many people call him crazy, Hirsh sticks to the guiding principle that has gotten him here. "As long as you are true to yourself, you'll be a happier and more contributing person in life." Highlights from this week's "Marketing Today": As an entrepreneur that has spent his life in innovation and forward-thinking, Amir has been called crazy plenty of times. 1:13 2020 saw the audio industry explode with more people connecting via audio and technology than ever. 2:20 Podcasting doubled to 5.5 million podcasts in 2020 alone as more and more time has been spent at home. 2:54 Consuming content through the ears rather than the eyes frees up the consumer to do so much more. 3:40 Though Amazon was a little bit late to the audio game, it has positioned itself to be the 800lb gorilla in the room. 4:27 Voice penetration through Alexa will allow Amazon to push audio content at an entirely new level. 5:36 It's vital for marketers to think about audio as it becomes more available in all industries. 6:40 People can connect with brands at a much higher rate through audio than just being bombarded with visuals. 7:10 If you are not moving your ads into the audio dimension, you miss out on half of the consumers' attention span. 8:00 Amir started Audioburst to help podcasts and other audio connect with internet searchers. 9:27 By adding as much metadata as possible to the audio clips, Audioburst makes audio much more discoverable. 11:00 Other than making it accessible, Audioburst aims to make audio easy to use on many different platforms. 11:42 Currently, Audioburst partners with the likes of Samsung and Hyundai to integrate into multiple industries. 13:31 Rather than answering questions with an automated voice, Audioburst provides an audio clip from an expert in that field. 15:15 Audio finds its power in its ability to follow you around throughout the day without interrupting your activities. 16:44 Brands and marketers should be open to opportunities both in audio and on audio. 17:56 Opportunities in audio involve brands and marketers creating their own audio content, whether producing or being interviewed. 18:24 Placing a brand around a playlist, podcast, or audio event is how brands can participate in audio. 19:28 Amir attributes all the ups and downs that created his personality as someone that remains true to himself. 22:00 Looking back, Amir thinks it's important never to lose your inner child as you go through the ride of life. 24:26 It's important to actively care about the world you live in and the people around you. 27:30 There's still time for brands and marketers to get in on the audio pie, but the longer they wait, the more they risk missing out. 29:00   Resources Mentioned: Audioburst Amir Hirsh $1B M&A Audio Market Amazon Music, Audible, Alexa Spotify launches audiobooks   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/amir-hirsh-2a80384/ https://twitter.com/audioburst Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

The Power of Audio with Audioburst founder and CEO Amir Hirsh

On this 247th episode of "Marketing Today," host Alan Hart speaks with Julie Roehm, the chief marketing and experience officer at Party City. More than most, Party City had to make a massive pivot in response to the pandemic, as parties became all but outlawed. We start our conversation talking about Roehm's unusual path to where she is today, actually beginning with a degree in environmental engineering before moving to finance and ultimately marketing. Roehm then explains how each industry taught her to view challenges "as opportunities rather than an obstacle." Next, Roehm dives into the beginning of her marketing career at Ford Motor Company, stating, "that's where I started to get the taste for this out-of-the-box, different way of thinking about marketing." As she made the jump from company to company, Roehm stayed true to her No. 1 rule, "culture eats strategy for lunch." We then discuss the challenges presented by the pandemic to her current company, Party City, during a time when "pandemic and party were not synonymous." Roehm explains how she was able to set up a same-day delivery service with Hertz in just eight days as her team made an attempt to "get people to see celebration around every corner." People need something to be happy about during the pandemic, and Party City is trying to give it to them. Finally, Roehm talks about the importance of knowing "yourself and the kind of environments you're going to thrive in!" Highlights from this week's "Marketing Today": Julie created The Conversational Podcast in her free time after she successfully flipped an auto body company. 1:27 Throughout her career, Julie has been able to know some incredibly successful people on a personal level. 2:26 Julie's Holy Shit moments have given her direction throughout her life, leading to her greatest success. 3:18 Born in the Midwest as the oldest child, Julie's family moved around a lot before attending Purdue for college. 5:22 Upon finding out that engineers were paid well, Julie decided to go into engineering at Purdue. 6:26 After her first year in college, Julie chose civil engineering to buy more time to figure out what she wanted to do. 7:00 Julie ultimately chose environmental engineering and being accepted into a co-op program. 8:36 During her time in the co-op program, Julie learned that she did not want to be an engineer, but she did want to be a businesswoman. 9:10 Once she began attending business school in Chicago, Julie worked for American Airlines as an intern in the New Business and Marketing area. 9:55 Julie ultimately chose to work in marketing for Ford Motor Company right out of business school. 11:05 Back in 1999, Julie helped launch the first Ford Focus in the United States. 11:36 After Mercedes bought Chrysler, Julie made the jump and created the Grab Life by the Horns campaign. 12:00 Spending under a year at Walmart, Julie decided to start her own consulting company that lasted for five years. 12:56 Julie was excited to work as CMO for Abra Autobody & Glass because of the incredible culture that had been built. 14:00 After flipping Abra, one of the board members extended an offer to Julie to come to Party City. 15:50 Before agreeing to join Party City, Julie made sure to spend time with the executive board to make sure the correct culture was there. 16:33 With enough skills, training, and confidence, you can do anything, but the culture will be what ultimately launches you to success. 18:10 Party City Holdings Inc. designs, produces and manufactures around 80% of what is sold in Party City. 19:00 When the pandemic hit, Julie's team adopted the fail fast forward strategy to thrive during a time where parties had disappeared. 21:03 Utilizing Hertz, Party City started its same-day delivery service, something that was vital to the survival of the business. 23:15 Julie's team went deep to understand the customers' needs, focusing on virtual celebrations and parties. 24:20 Once summer hit, Party City created camp itineraries for their customers who had jobs and kids at home. 26:07 Party City leaned in heavily to influences, how-to videos, and other forms of content to make fun accessible and easy. 27:00 Now, we all have a language to celebrate with others that aren't in the same room as us. 28:50 Party City celebrated the end of 2020 with its "F U 2020" campaign, that being Forget You 2020. 30:10 In 2021, many people and organizations look to redo or blowout in honor of missed celebrations from 2020. 32:27 The role of digital services in the shopping industry has exploded as a result of the pandemic. 34:39 Party City has positioned itself well to succeed in the post-pandemic world with many locations and a solid online presence. 36:36 Julie attributes her childhood of constantly joining new schools and making new friends to her success in multiple industries. 39:00 Looking back, Julie would trust her gut more when prioritizing culture over strategy. 41:47 Big tech, pharmaceuticals, and environmental protection are three areas that Julie is interested in moving forward. 44:43 For Julie, experience is just what marketing is now, whether from the customer or the employee. 47:28   Resources Mentioned: Party City Julie Roehm The Conversational podcast Career stops: Bristol Myers Squibb, Ford, Daimler Chrysler, Dodge, Walmart, Consulting, SAP, Abra Autobody & Glass, Party City Education: Purdue, University of Chicago MBA Bill McDermott, former CEO of SAP Adapting to COVID-19 at Party City with curbside pickup and same-day delivery Party City Party Ideas Party City Joy Squad FU 2020 Sean Thompson, Chief Commercial Officer at Party City Bearaby Velvet   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/julieroehm/ https://twitter.com/jaroehm https://twitter.com/PartyCity Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Forget 2020? Party City and Julie Roehm have made the best of it and more

On this 246th episode of "Marketing Today," host Alan Hart speaks with Minter Dial, the author of "You Lead: How Being Yourself Makes You a Better Leader." Dial knows shares what it takes to use your authentic self to lead a successful brand. We start our conversation by talking about how the ongoing global pandemic has taken away Dial's source of energy, that being, talking and communicating with other people. Dial then dives into his new book, "You Lead: How Being Yourself Makes You a Better Leader," and how he hopes it will "change the way we lead, not just in business, but within ourselves." Inside each and every individual, Dial feels "that everybody has leadership potential," but before a person can lead, they must come to terms with their authentic self. We then break down the disconnect that exists between being authentic and professional, a lesson that he learned when bringing life to L'Oréal's brand. "Too often, there's no real link between who you are legitimately...and what you're doing professionally." Ultimately, Dial believes that "if you can dial into the kind of person you want to be, then every decision should be orchestrated around making that happen." Highlights from this week's "Marketing Today": Minter has hit a point where his energy isn't always the highest, something he is trying to stay self-aware of. 1:19 The motivation for Minter's most recent book is his desire to help others be authentic to themselves. 2:33 Minter hopes to change the way that we lead in both business and within our own lives. 3:12 After writing 30k words in Croatia, Minter hit a wall when PBS reached out to put his story on TV. 3:55 Telling a friend about his book idea while on a walk acted as a catalyst to reignite the book. 4:48 The initial premise of Minter's book was getting to know who you are before chasing who you want to be. 5:15 Once you have established who you are, you can become the kind of person that works better with others. 6:18 Many people want to be authentic without knowing why they do these things besides that they are good to do. 6:45 Originally, the name of Minter's book was supposed to be "Brand NEWS," as in North, East, West, and South. 8:50 The ability to tell a story turns takes people from a professional into someone who can spread a real light. 11:14 In reality, on both a personal and brand level, we aren't doing enough work on authentically connecting to our story. 12:25 Beyond life-altering experiences, it takes time to make that connection with your brand or story. 14:30 With L'Oreal, Minter learned how to take the brand and bring it to life from the inside out. 15:42 In order to move forward, there are some things that brands need to unlearn, but stay practical with what they choose to unlearn. 17:26 It was a challenge for Minter to unlearn the thought that home life has no impact on work. 19:08 Whether you're the top person or middle management, everyone should carve out some time to figure out who they are. 20:52 Without a clear vision of who you want to be, it's very hard to get where you want to go. 22:37 Chief Marketing Officers must face the challenge of aligning the way the company works internally with how it operates externally. 23:43 You must make policies within your company that align with how efficiently you want it to operate. 26:00 It's safe to say that if you haven't done the work on establishing who you are, then you'll find yourself on the fast track to mediocrity. 28:10 Finding out who you are is a tough process that could take a lifetime of experiences to achieve. 29:27 Take a look at who you want to be and make the connection with what you are doing at work. 31:00 Think about your top 3 values out of the roughly 75 to choose from and making those specific to you. 33:33 Until you've established your true North, your authentic self, bad events will always throw you off course. 35:23 Having conversations with other people, whether in big or small groups, gives Minter great energy. 36:30 Lunch club is Minter's favorite way to meet new people and set valuable appointments. 37:45 Clubhouse is something that piques Minter's interest as it is based on adding value through solely audio. 40:18 The United States of America has forgotten what it is supposed to be united around. 41:41 Minter believes that the biggest threat to marketers right now is burnout, as he sees it all the time. 43:13   Resources Mentioned: Minter Dial You Lead: How Being Yourself Makes You a Better Leader (book) Episode 150 – Minter discusses last book Heartificial Empathy: Putting Heart into Business and Artificial Intelligence (book) PBS Special Film – The Last Ring Home Clubhouse App | Lunch Club iRobot Rymora Compression Socks   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/minterdial/ https://twitter.com/mdial https://www.minterdial.com/ Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

How Being Yourself Makes You a Better Leader with author Minter Dial

On this 245th episode of "Marketing Today," host Alan Hart speaks with Mauro Gatti, the chief creative officer at JibJab. Gatti is driven by his love for creativity and a desire to use that creativity to make the world a better place for all living beings that call this planet home. We start our conversation by diving into Gatti's life growing up in Northern Italy, an area full of workaholics, where he began working in his uncle's butcher shop as a 10-year-old boy. Though he grew up in a small town, Gatti believes that "the best part of Italy is the drive between different cities because there are so many different gems" and "driving around is a great way to discover the real soul of Italy." Gatti then discusses his meteoric rise in the creative advertising industry that took him from creating artwork for CDs in Italy to his current position as the chief creative officer for JibJab in Los Angeles, California. "We all have a gift. Maradona had that gift, Michael Angelo had that gift," and Gatti's gift is being a creative person. JibJab believes that "creativity can inspire and mobilize people," an important concept in a year that has brought the world to a halt. Gatti also discusses The Happy Broadcast project in which he does his best to promote the good things that are happening in the world while media outlets seem only to promote the bad. "The challenge is not to erase the past; it's just to create a new present!"   Highlights from this week's "Marketing Today": Mauro grew up in a small town out in the country in Northern Italy, a very different place than what most people think of Italy. 1:55 Growing up in an area where everyone was a workaholic, Mauro's dad taught him how to make a living at only 10-years-old. 3:00 Alan knows first-hand that Italy looks very different depending on where you are, having proposed to his wife there. 5:52 Mauro believes that the most amazing part of Italy is the drive between cities because you get to see everything that is not mainstream. 7:10 Besides a short time when he wanted to be a doctor, Mauro has always been passionate about commercial design and creativity. 9:08 At the age of 15, Mauro created some illustrations for CDs, which was his first creative position. 10:30 When most advertising agencies in Europe were still using the same old methods, Mauro saw an opportunity to start a digital advertising agency. 11:23 With the creation of the first iPhone, Mauro's digital agency became one of Italy's first to create apps. 12:27 After spending his entire life in Italy, Mauro decided to move to California to lead Story Bots' digital expansion. 13:48 The creators of Story Bot asked Mauro to work on JibJab before selling the company to Catapult, where he stayed on as Chief Creative Officer. 14:58 A variety of different projects provide Mauro with an outlet to express his creativity. 18:09 Though it will always be remembered for the dancing elves, JibJab tries to offer consumers a way to connect and share happiness with loved ones. 19:02 JibJab believes that there is nothing better than making someone you love happy. 21:20 Today, JibJab tries to create content that provides laughter in a year that has seemingly halted life for many people. 22:17 Happiness is very subjective, differing in how it shows itself or how it is defined from person to person. 26:01 Mauro sees happiness in his work and how it allows him to use his creativity to bring happiness to others. 26:55 Every company around the world has had its culture tested this year, with most not working in the office. 29:24 Mauro does not believe in motivation, but rather he believes in sharing a vision with his team. 30:18 At JibJab, creators have the freedom to do whatever they want within the rules they work under. 32:00 A couple of years ago, Mauro decided to start The Happy Broadcast project because of the anxiety that he was getting from the news. 34:13 Digging deep to find the good news in the world, Mauro creates basic illustrations to go with them and then posts. 36:40 The Happy Broadcast doesn't just help other people; it helps Mauro stay positive in his world. 39:47 Mauro has experienced self-doubts and challenges related to learning about the market when creating children's books. 41:08 Finding a way to continue after his many failures have shaped Mauro into the person that he is today. 45:48 Looking back, Mauro wishes he would have cared more about the journey than the result. 48:17 Mauro suggests that everyone follows the Human Society because of his love of animals. 55:18 After decades of working with marketers, Mauro believes that honesty is the best way to promote a product. 57:29   Resources Mentioned: JibJab Mauro Gatti - https://maurogatti.com/ Northern Italy Vegan Ask the Story Bots on Netflix | Emmy Award Catapult buys JibJab Dancing Elves Year in Review Video Go Vote Video Quarantine Birthday Song The Happy Broadcast - https://maurogatti.com/thb | Instagram Books Mauro has published Italian Flour No One Likes a Fart (book) How the Other Half Lives (book) Humane Society (cause) Beauty 2 the Streetz (cause)   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/gattimauro https://twitter.com/maurogatti https://twitter.com/JibJab Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Creativity, Humor, and Happiness with JibJab's Mauro Gatti

On this 244th episode of "Marketing Today," host Alan Hart speaks with Clayton Ruebensaal, executive vice president of Global B2B Marketing at American Express. Ruebensaal talks about his experience developing brand strategies for premium brands and his vision for the future. We start our conversation with a dive into Ruebensaal's world-travel experience as a child, having grown up with a father in the foreign service. Ruebensaal discusses how his time spent in so many different cultures shaped his view of the world and brought about his interest in all people. We then speak on Ruebensaal's journey to the present day and the success that he has had with Ritz Carlton and American Express, where he works now, and attributes that success to his teams' ability to refresh the brand. "We reached into that history and found truths that we could bring to life," Ruebensaal claimed. He then breaks down the challenges that brands face when attempting to revamp and how "the difference between success and failure is the change management." We then discuss how not only COVID but the death of George Floyd changed the mission at AMEX. Marketers "sit at this intersection between what the business needs and what the consumer needs." Ruebensaal sees that as an opportunity to make a positive impact on the world. Highlights from this week's "Marketing Today": Clayton was born in Georgetown to a military family that took him all over the world to places like Thailand and Israel. 2:19 With the traveling experience at such a young age, Clayton was still able to feel gratitude. 2:56 Clayton didn't exactly have a path after graduating from college as a Creative Writing major. 3:45 After his first advertising internship at an advertising firm, Clayton knew precisely what he wanted to do. 4:30 Before going to the client side at Ritz Carlton, Clayton ran multiple advertising agencies, then ultimately moving to American Express. 5:10 At both Ritz Carlton and American Express, there was plenty of need for a refresh in the respective brands' clarity. 5:55 Before Clayton arrived, the American Express brand and logo hadn't been updated since 1975. 7:27 Clayton knew that with the arrival of the internet came the need to think bigger for American Express. 7:50 It takes effective change management to bring a brand to life after years of continuity. 8:47 Clayton and his team have spent time speaking to AMEX teams all over the world to understand how the brand could help them. 9:38 Having revamped two big brands, Clayton has found that it's best to start with understanding the problem that needs to be solved. 10:59 Though the events of 2020 have accelerated things, they have not changed the fundamentals of marketing. 12:45 What started as a health crisis turned into multiple crises in the economic and cultural sectors. 13:27 When COVID broke out, Clayton and his team paused to examine where they could be of most assistance. 14:12 American Express launched its Business Class platform in an attempt to educated businesses on what they could do. 15:37 Every week, American Express tries to provide education in a different and attractive fashion. 17:16 Over the last 40 years, business has become sexy and something people love to be a part of. 17:58 It's incredibly important for marketers to put out organic content that adds value to the company. 19:17 Useful does not have to mean uninteresting and useful content must be able to compete with everything out there. 21:06 After George Floyd was murdered, AMEX made sure they didn't appear to be taking advantage of the moment. 22:34 AMEX started its 100 for 100 Program to provide education and mentorship to black female entrepreneurs and business owners. 23:40 The gap between the percentage of black-owned businesses and the percentage of revenue from those businesses is rooted in systemic racism. 25:28 Clayton attributes his experience in so many different cultures to his world view and interest in people. 29:03 Looking back, Clayton wishes he would not have stressed so much about little things. 30:00 The Lincoln Project is one of the brands that Clayton admires the most. 33:45 Clayton believes that marketers and their tunnel focus can be detrimental to their ability to change customer behavior. 35:45   Resources Mentioned: American Express Clayton Ruebensaal The Ritz Carlton The Ritz Carlton rebrand American Express Logo Change Pentagram – the agency behind both rebrands Ruebensaal speaking to the change in the brand at American Express Small Business Saturday Amex Business Class initiative American Express 100 for 100 program Women of Color Entrepreneur Statistics Rollbahn Notebooks The Lincoln Project   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC )  Connect with the Guest: https://www.linkedin.com/in/claytonruebensaal/ https://twitter.com/claytonIII https://twitter.com/AmexBusiness Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Premium Brands and Business Marketing with AMEX's Clayton Ruebensaal

On this 243rd episode of "Marketing Today," host Alan Hart speaks with Esperanza Teasdale, vice president and general manager of the Hispanic Business Unit for Pepsico Beverages North America. Teasdale is responsible for the overall strategy, engagement, and sales for a Hispanic business unit that brings in over $2 billion per year. We start our conversation with Teasdale's experience from growing up with two parents that had both immigrated to the US from Ecuador in search of a better life. Since they both had demanding blue-collar jobs, Teasdale "grew up as a latch key kid," taking herself to and from school as a child, essentially responsible for herself. Teasdale then discusses her engineering education, spending time in manufacturing environments after graduation until attaining her MBA and ultimately moving onto sales. Once Teasdale realized that the sales sector wasn't for her, she moved to marketing. We then dive into the Hispanic business unit and the "untapped potential" that led to its creation. Now and into the future, Teasdale and her team are focused on multicultural marketing, as "everything we do should be multicultural because that is the fabric of our country." Teasdale takes us through the helping hands she received throughout her career as a result of her willingness to be vulnerable. "You don't have to wait for someone to ask you to take a seat; you can take it yourself." Lastly, we discuss the opportunity that marketers have today to think differently about their previously rejected ideas because "the world today is different than it was before!"   Highlights from this week's "Marketing Today": As the daughter of immigrants, Esperanza greatly appreciates the sacrifices that her parents made to have a better life. 1:37 Esperanza's parents came from the hot ecosystem of Ecuador to the cold winter in the US. 2:30 Equality is something that everyone is trying to achieve in today's world, especially with all that has gone on this year. 3:22 There were times when Esperanza's parents were injured or sick, and no money came in the door. 3:54 After studying engineering in her undergrad in college, Esperanza spent quite a bit of time in a manufacturing environment. 6:58 Esperanza's company paid for her MBA, after which she had her choice of path, ultimately choosing marketing. 7:48 The Hispanic Business Unit at PepsiCo was created to tap into the previously untapped Hispanic sector. 10:36 Multicultural marketing has gone through a revolution that parallels the makeup of our country. 12:29 There is no one-size-fits-all in the melting pot that is the US, even within each culture. 13:13 P&G has shown to be a champion of diversity and inclusion by driving cultural relevance through its advertising. 16:03 Heading into the future, we need to be more culturally relevant, and the Hispanic Unit is an example of what the marketing industry should look like. 19:10 The chaos and uncertainty of 2020 caused PepsiCo to pause during the initial breakout of COVID. 22:10 Esperanza and her team made sure to study the effects of COVID on the habits of Hispanic consumers. 22:50 The Hispanic population has shown resilience in its journey to get to the US and this helped maintain optimism in the face of chaos. 24:37 To promote passionate multicultural youth's ability to vote, PepsiCo launched its Unmute Your Voice Campaign. 26:12 Esperanza's team is focused on leaning into the communities that need the most help as it enters 2021. 28:06 2020 has shown Americans to be empathetic, looking for ways to help however they can. 29:30 PepsiCo finds itself in so many households in the US that the decision to make a bold message brings a lot of risk. 32:41 Esperanza takes responsibility in her role as a Latina executive to bring others along to change their paths for the better. 35:06 The ability to show up, take action without someone asking, and put yourself out there will bring the greatest rewards. 38:30 Throughout her career, Esperanza has received advice and help from high-level executives to be successful. 39:15 The experience of losing both of her parents, while devastating, taught Esperanza a lot about herself and her family history. 42:10 Esperanza feels a responsibility to be empathetic to the motivations behind the actions of the people around her. 44:15 Looking back, Esperanza would encourage herself to take the offered hands of anyone that had done her wrong. 46:01 The Mastercard Initiative created a card that allowed anyone that is transgender to have their true identity on the card. 48:35 For those marketers with a fixed mindset, current times offer the opportunity to think about things differently. 50:52   Resources Mentioned: Ecuador Latchkey kid P&G's Marc Pritchard Marc Pritchard's work to drive diversity (Adweek) Marc Pritchard from P&G on Marketing Today Pepsi Unmute Your Voice Campaign Scott Finlow from PepsiCo on Marketing Today Growth mindset Orange Theory Arm Band Mastercard Card for LBTQIA+   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/esperanza-teasdale-a867225/ https://twitter.com/espyt https://twitter.com/PepsiCo Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Hispanic Business at PepsiCo with Esperanza Teasdale

On this 242nd episode of "Marketing Today," host Alan Hart speaks with Rob Holland, the CEO at Feedback Loop, a technology growth company that provides rapid consumer feedback through its agile research platform. We begin the interview with Holland's upbringing in Staten Island and eventually to the West Coast, but wherever he went, it never seemed to be permanent. Holland believes "being comfortable with mobility has been a real game-changer," allowing him to adapt quickly to new environments. We then move to Holland's financial background and how it helped him when making the transition to managerial positions. Though he started in finance and eventually found his way to the marketing side, Holland has "always been connected to the consumer in some way." Holland then dives into Feedback Loop, defining agile research as a tool that "provides directional guidance early and often to guide decisions that might otherwise be made by opinion or rank, rather than data." Holland has seen first-hand that "the whole idea of getting rapid consumer feedback to solve rapidly changing needs in very dynamic markets has never been greater," and it's not going to go away anytime in the foreseeable future. Lastly, we end our conversation on the current polarizing state of the world and how "it's forcing marketers and brands to take sides in places that they really have no need to get into." Marketing teams need to tread lightly! Highlights from this week's "Marketing Today": Rob grew up in Staten Island before heading to the West Coast after high school, though he has remained a Mets fan. 1:20 Both sides of Alan's wife's family are your typical Italian family from Staten Island. 1:49 Throughout his career, Rob has stayed connected to the end-consumers the entire way. 2:38 Starting in finance, Rob moved into market analytics, where he began to climb the management ladder. 3:16 Rob's operational finance background gave him an advantage when he made the transition to the management side. 4:11 Find someone who knows the finance side of the company, as it will always be an advantage. 5:50 Feedback Loop provides an agile research platform that serves teams that want to do their own research. 6:06 The Founder of Feedback Loop recognized the lack of ability to get rapid consumer feedback. 7:16 Over time, Alpha's platform (prior name) evolved and grew with its customers and product development teams. 8:10 After so much growth, Alpha stopped describing the platform accurately, so the company changed its name to Feedback Loop. 8:56 Rob has seen the impact of the constantly evolving market on Feedback Loop and the marketing research industry as a whole. 10:48 Research teams are having a hard time trying to keep up with the shifting market, and that's where Feedback Loop hopes to help. 11:36 Agile research provides small chunks of information quickly to inform incremental decisions. 12:45 The rapid feedback provided by Agile Research is most comparable to using windshield wipers during a storm, allowing you to keep moving forward. 13:55 Product teams and research teams need buffers, and Agile Research provides those controlled parameters. 15:05 Feedback Loop works with consumer-faced businesses of various sizes across a variety of industries. 17:25 Farmers Insurance, a client of Feedback Loop, created Toggle, a direct-to-consumer product that allows them to connect to younger generations. 17:48 Due to COVID, the behaviors and expectations of consumers are changing rapidly. 20:50 Feedback Loop is working with brands that are being forced to re-evaluate because of the massive shift that the world is going through. 22:17 Industries that had pre-understood truths have to re-evaluate what those truths are and show consumers that they are adapting. 23:40 Moving around often while growing up gave Rob the flexibility to adapt to new environments very quickly. 25:25 Looking back, Rob would have taken more calculated risks by moving faster through his career. 27:06 Apple and Amazon are brands that Rob likes to stalk and watch grow by continuously surrounding their consumers. 30:22 Digital transformation has shown maturity by blending things that you can't touch and feel with real physical products. 33:48 Differing political and socio-economic views are sucking companies into black holes right now. 35:00   Resources Mentioned: Feedback Loop Rob Holland Agile Research at Feedback Loop Farmer's Insurance and Toggle Case Study Rhino Case Study Staten Island Karate Kid Ralph Macchio Miyagi (Pat Morita) com – Design your custom planner Apple, Amazon, Amazon Prime Marketing in the #FakeNews Era (book) by Peter Horst Marketing Today episode with Peter Horst on book Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/rob-holland-9800ab1/ https://twitter.com/feedbackloopcom Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Agile Research with Rob Holland CEO at Feedback Loop

On this 241st episode of "Marketing Today," host Alan Hart speaks with Ashley Reichheld, principal at Deloitte. Reichheld discusses the findings of Deloitte's 2021 Global Marketing Trends Report and dives deep into a few of its seven trends. We start our conversation with Reichheld's background of traveling. She talks about her experiences living and working in over 40 countries across six continents and how it helped her gain insight and perspective into different cultures. From there, we dive into the meat of the interview, Deloitte's 2021 Global Marketing Trends Report. With this report, Deloitte aimed to dispel some of the uncertainty that this past year has brought to marketing. Reichheld then discusses her favorite trend category, trust, and how "overall, trustworthy companies outperform their competitors by 2 ½ times." For a long time, public trust in corporations and governments has been on the decline and presents both a threat and opportunity to marketing departments worldwide. Deloitte uses its metric, HX Trust ID, which measures trust drivers: humanity, transparency, capability, and reliability. By measuring these four drivers, Deloitte can predict buying tendencies and motivations for consumers and employees.  Lastly, we talk about marketing effectiveness and how to know if your efforts are working or not. Highlights from this week's "Marketing Today": Ashley has lived and worked in over 40 countries, picking up an appreciation and empathy for cultural differences. 1:19 The level of uncertainty in 2020 fueled Deloitte's 2021 Global Marketing Report. 2:23 Purpose, human experience, and fusion are the three trends that confused most people. 3:13 There has been a drop in confidence across the board in C-Suite executives from consumers during 2020. 4:52 Organizations have had to pivot to better serve their customers and that ability largely affects a customer's continued loyalty. 6:40 Interpreting and acting on data is especially difficult for marketing departments because people are irrational creatures. 7:55 For a long time, trust in companies and the government has been on the decline and has only been exasperated by the pandemic. 8:50 Trust is the key to continued loyalty from both consumers and employees. 9:51 Deloitte uses its metric, HX Trust ID, which measures trust drivers: humanity, transparency, capability, and reliability. 10:37 By measuring these four drivers, Deloitte can predict buying tendencies and motivations to work for consumers and employees. 11:40 Deloitte's Global Marketing Trends Report shows a direct link between employee trust and consumer trust. 12:34 Recent research suggests that governments and corporations can't be both ethical and competent. 14:20 Being aligned around common goals and being driven by a purpose takes companies further than being driven by incentives. 15:38 The airlines are all dealing with the same problems, but the companies that have remained customer/employee-centric are gaining traction.16:08 Alan believes that the perfect storm exists when the purpose is aligned with business results. 17:28 Bringing in the right talent and preparing employees for C-Level positions is one of the biggest challenges in marketing today. 18:04 CMOs have an extensive range of responsibilities, making it hard for employees outside of marketing to transition. 19:23 Marketing isn't finance, but a finance background isn't useless in marketing. 20:44 The best way to measure your marketing's effectiveness is to simply turn your marketing off for some time. 22:20 Because Ashley believes that we are the sum of all experiences, she can't point to just one experience that has helped shape her. 23:04 If she could look back, Ashley would practice more mindfulness and take things slow. 23:49 Ashley has recently joined the board of The Center for Women & Enterprise to help underserved populations through these difficult times. 25:27 Trust, or brand promise, both represents the biggest opportunity and threat to marketers today. 26:27   Resources Mentioned: 2021 Global Marketing Trends from Deloitte Deloitte Deloitte Digital A new measurement for Trust – HX Trust ID HX in Uncertainty – Trust Episode with US Bank Edelman Trust Barometer The CMO Club & Deloitte Report Center for Women & Enterprise Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/ashleyreichheld/ https://twitter.com/DeloitteDigital https://twitter.com/Deloitte Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

2021 Global Marketing Trends with Deloitte's Ashley Reichheld

On this 240th episode of "Marketing Today," host Alan Hart speaks with Rodney Williams, president and CEO of Belvedere Vodka. With a bevy of experience leading successful marketing campaigns across a plethora of industries, Williams is truly an expert when it comes to closing the gap between a product and its consumers. To start our conversation, Williams discusses his business school experience and the nonprofit sector before he began his journey to become a marketing expert. In school at Northwestern, Williams quickly learned that "you have a strong chance of getting a good grade by joining a group with people that don't think like you." This experience helped him understand a simple fact of life; to truly be successful, you must be open to the perspectives of others. We then dive into Williams's experience working for large companies like Johnson & Johnson and Procter & Gamble. It was his success at these companies that taught him both "the element of brand-building where you're really fundamentally problem-solving" and not only the importance of "really tapping into what was already there." Williams then takes us into his induction into the Wind and Spirits industry, which eventually led him to his current position at Belvedere. To end the conversation, we discuss how "the push for social justice has opened up brands in a big way" and how "the need for brands to take a stand and stand up for values that they believe in has never been more important." Williams touches on how the views of different cultures in the corporate business world have changed since he entered the workforce. "We're not there yet, but we're making progress!" Highlights from this week's "Marketing Today": Before business school, Rodney ran a direct mail business in Chicago that hired disadvantaged employees.1:53 Rodney has stayed in-tune with how the business world affects the communities that it is in. 3:03 Growing up in Evanston, Illinois, it was a natural fit for Rodney to attend Northwestern's business school. 3:35 After business school, Rodney worked for J&J and Procter & Gamble in a pursuit to learn sophisticated marketing. 5:32 Figuring out how to get the brand in the right position where it can connect with its customers is like a game to Rodney. 6:20 In his time at J&J, Rodney learned the ins and outs of working in an intrapreneurial environment. 6:55 Over time, Rodney slowly developed into an enhance-growth guy that has been able to take companies over the top. 8:47 J&J required that 25% of each business under its umbrella's revenue had to be from new products in the last three years. 9:15 When Rodney arrived at Band-Aid, he was able to take it from stagnant to The New York Times by using Barry Manalo's jingle. 10:22 The ability to understand the essence of a brand and what it means to the consumers allows a brand to enhance its imagery. 12:26 A former colleague's call about a dot-com opportunity led Rodney to quit his job and head to the West Coast. 13:04 Rodney's time working with OnStar eventually led to his entrance into the Wine and Spirits industry. 14:41 It was the health benefits of wine that initially drew Rodney to interview with his first wine company. 15:58 Robert Mondavi taught Rodney the importance and value of presentation. 17:20 Kendall Jackson, the number 1 chardonnay over $10, presented Rodney with an opportunity to launch the biggest product in company history. 18:37 In 2011, more women than men graduated from high school for the first time in history and saw the gender gap begin to grow. 20:28 Since coming to Belvedere, Rodney has seen that vodka takes people back to experiences they have outgrown. 21:30 Belvedere aims to add some class and flavor to an alcohol category that has become stagnant. 22:30 Just before the pandemic, Belvedere ran a study that showed people in different markets around the world valued the same things in nature. 25:12 Being the nerd that he is, Rodney used to love reading the American Demographics magazine because social culture absolutely fascinates him. 27:05 A person's lifestyle or desired lifestyle is usually reflected in the brand of alcohol that they prefer. 28:47 Due to the emotion attached to alcohol brands, they can build community, unlike other consumable products. 29:50 Nas's background as an incredibly successful venture capitalist has allowed Hennessey to include inspirational voices in their campaign. 31:22 With Rodney's vision, Belvedere has been able to connect with many demographics while also crossing borders. 34:05 Rodney's time at the direct-mail business had a huge effect on who he is today because it gave him the opportunity to change lives. 35:54 Looking back, Rodney would have been bolder and taken more risks with the opportunities that were presented to him. 38:54 Since the death of George Floyd, Belvedere has supported Race Forward, an institution that seeks to rid society of institutional racism. 42:00 As a successful African American CEO, Rodney uses his position to support diversity and spark change. 45:23 Rodney believes that social media and brands have a dark side in their ability to distort the truth. 48:30 Resources Mentioned: Belvedere Vodka Procter & Gamble Johnson & Johnson Pampers Band-Aid Band-Aid Jingle and Antibiotic on the pad OnStar / pivot from tech to benefit drove a huge increase in unaided awareness – 1999 Ad Robert Mondavi Wines (the man) Kendall Jackson, Jackson Family Moet Hennessy USA Hennessey What's your wild rabbit? Campaign – never stop, never settle. Playlist of Videos | Marshall "Major" Taylor Manny Pacquiao – fighter, Philippine Senator | Ad Campaign Nas, Campaign Ad Rye Belvedere Made with Nature Belvedere RED Campaign American Demographics Magazine Race Forward (cause) Burberry Campaign Singing in the Rain Vodka is gluten-free, so are all distilled spirits   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/rkw1115/ https://twitter.com/belvederevodka Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Unlocking Brand Growth with Belvedere Vodka CEO Rodney Williams

On this 239th episode of "Marketing Today," host Alan Hart speaks with Rizwan Merchant, CEO at Media Merchant. Merchant is the first guest from Pakistan and brings over a decade of experience in the Pakistani Media Industry. Today, we talk about the 2016 ANA Transparency Report and how these issues are still present today, four years on. We start our conversation with the exploding media industry in Pakistan, which has gone from less than $100M in advertising expenses to over $550M in just ten years. With that massive growth has come a plethora of problems, not only in Pakistan but also for marketers worldwide. Merchant has seen "exactly what goes on behind the doors." Merchant then takes us through the ANA Transparency Report that came out in 2016, which identified a myriad of problems and fraudulent practices among the agencies that bridge the gap between the media houses and advertisers. The advertisers have forgotten that "agencies are there in the business to make money as well," so their intentions may have nothing to do with the benefit of their client. Advertisers are still losing boatloads of money because of their inability to structure contracts for themselves. Merchant says, "the easiest way to plug that financial outlet is to start paying the media directly instead of going through the agencies." Merchant suggested that the best way to battle this problem is for clients "to upgrade their knowledge when it comes to the media supply chain." Another problem now is that "many agencies have started to own the media that they are pushing to advertisers." It seems if there is money to be made, agencies will find a way. The onus is on marketers to be smarter and more vigilant. Highlights from this week's "Marketing Today": Rizwan currently lives in Pakistan, part of Southeast Asia, and is a growing market with a booming media industry. 1:45 The Pakistani media industry has grown from less than $100M in advertising expenses to $550M in the last ten years. 2:30 An accountant by education, Rizwan joined Mediacom on the finance side when he returned to Pakistan in 2004. 3:35 In 2015, Rizwan started his media audit agency, Media Merchant. 5:10 The ANA Transparency Report identified problems with the rebates received by the agencies based on advertiser money. 6:00 Principal transactions came up in the ANA Transparency report, showing that agencies were buying inventory through holding companies. 6:50 Agencies were found to be selling free inventory they received from the media houses to their marketing clients. 7:15 Advertisers were found to be trusting agencies blindly, a failure on the part of the advertisers. 7:47 Rizwan identified multiple problems that didn't come out in the ANA report. 8:15 Media Buying Houses came into existence by providing the agencies with multiple suggestions that acted as a financial bomb. 9:20 The agencies exploited the lack of connection between the advertising clients and the media outlets. 11:50 While there are specific rules and regulations in different countries, this is still a problem all over the world. 12:24 With media outlets being drained of their finances, their ability to create content is greatly affected. 14:30 The relationship between the media and advertising industries the opposite of what it should be right now. 16:00 As a result of the ANA report, guidelines were created to guide the creation of the contracts. 17:34 The main problems are found in the governance of the agencies within the creation of the contracts. 19:24 The creation and execution of one's own media plan make it hard to do their own homework. 23:28 Marketers and financing departments should act as the custodians in the creation of contracts. 24:05 The best thing that marketers can do is stay up to date on policies and control the abundance of fraud amongst agencies. 26:20 Agencies are in this to make money, and because of that, Rizwan does not blame them for the problem. 29:41 The Big 4 financial institutions do not know the media industry and therefore are less effective when it comes to auditing services. 32:10 A desire to challenge himself has shaped Rizwan as a person as he has taken on many different positions throughout his life. 34:20 Patience is a virtue that Rizwan wishes he had learned earlier in his life. 36:16 Fragmentation in the Pakistani social-economic classes inspired Rizwan to start a soccer league for over 10,000 kids to earn money and skills. 38:15 Digital marketers have the opportunity to connect directly with consumers in a way that has never existed before. 40:26 A lack of knowledge threatens marketers as agencies are the ones that provide them with information. 41:50   Resources Mentioned: Media Merchant – M2 (Rizwan Merchant's media audit business) Pakistan ANA Transparency Report K2 (author of the report) Jon Mandel (whistler blower from Mediacom) Transfer Pricing WFA contract guidelines ANA Media Contract Guidance Maybe the smartest thing I’ve ever heard from Gary Vaynerchuk   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/rizwan-merchant-912a1b22/ https://twitter.com/laizee78 Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Media Assurance & Transparency Still a Global Issue with Rizwan Merchant

On this 238th episode of "Marketing Today," host Alan Hart speaks with Lana Buchanan, vice president of marketing for Beyond Beer at Anheuser-Busch. Buchanan oversees the marketing for everything that does not fall in the category of beer and, as such, has a massive portfolio full of product categories that require different marketing approaches! We start our conversation with Buchanan's background in the alcohol industry and the horror story that forced her to become an expert cocktail creator. Then Buchanan discusses what it's like working with such an extensive portfolio of products and why she loves it. "With every different category, I get to think differently in terms of the consumer," Buchanan says. At Beyond Beer, all the separate teams have the same goal, "create an innovation that really fits the needs and the wants of the consumer in the different moments." Buchanan then breaks down different marketing techniques that help them connect with consumers on an emotional level, because at the end of the day, "the most powerful brands are the ones that make you feel something." We then discuss how Buchanan's time working on Bon Viv and her experience from traveling Europe after college helped her learn how to pivot with the changes in front of her. Lastly, Buchanan dives into the BLM movement and the importance of changing your marketing strategies with the world's continually shifting landscape. "If you don't evolve with the consumer, you're going to get left behind!" Highlights from this week's "Marketing Today": Lana bought a puppy during the pandemic. 1:33 During her time at Campari, Lana was forced to learn how to create a smattering of classic cocktails. 2:15 Lana currently handles everything that is not in the category of beer at Anheuser-Busch. 4:30 With so many categories, Lana chooses to take a consumer-first approach when handling her extensive portfolio. 5:33 Between categories, there are similar marketing frameworks that are used, each having its subtle differences. 6:49 Innovation goes beyond just the business opportunities in growing categories, and Lana must find out what factors are driving that growth. 8:28 Each team keeps a vision board that includes both the short and long-term goals. 10:10 Through small-market tests, each team does their best to see if they can connect to the consumer. 10:38 Small tests are still brewed in the full tanks but are strictly tested in very small regions for months at a time. 11:34 Next year, on top of launching big campaigns, Lana's team will be conducting 4 or 5 small tests. 12:22 When it comes to marketing alcohol, connecting with the consumer at an emotional level is an incredibly important goal. 14:00 Knowing your target and what they want is one of the most powerful things a marketer can have. 15:42 Wherever a drink lies on the spectrum, they all have the same goal of connecting with the consumer. 16:32 Social Club is one of the projects that Lana is most proud of because it challenged the standards that have been created in its category. 17:14 The business dynamics have already changed 4 or 5 times this year alone because of the pandemic. 19:35 During her time at Bon Viv, Lana learned how to pivot a marketing plan to connect with what's important at present. 20:20 With a safety-first mindset, traditional sampling has been adjusted so that consumers can have the experience. 22:41 Don't be afraid to pivot when something doesn't feel right. 23:52 After graduation, Lana decided to pass up on multiple job prospects to travel around Europe and get closer to her Russian background. 24:57 Lana looks back and wishes she had stopped to celebrate the wins more. 26:34 Lana recognizes the importance of the BLM movement and works to implement change in her team. 29:37 Too many marketers and agencies are afraid to recognize the change in the world and refuse to evolve. 30:48   Resources Mentioned: Anheuser-Busch Beyond Beer Portfolio Other places Lana has worked: Pernod Ricard, Diageo, Bacardi, Campari Cut Water High Ball Bon ViV Priyanka Chopra Jonas #TogetherWeRise Social Club Hard Seltzer Google Home Philips Smart Bulb Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/lana-buchanan-17432519 https://www.instagram.com/lananyc76/ https://twitter.com/AnheuserBusch Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Beyond Beer at Anheuser-Busch with Lana Buchanan

On this 237th episode of "Marketing Today," host Alan Hart speaks with Heidi Zak, the co-founder and CEO of ThirdLove, the 3rd largest online bra and underwear company in the United States. Zak is passionate about making sure all women feel comfortable in their underwear, no matter their shape or size. Our conversation starts with a glimpse of Zak's past, growing up in a town of just 3,000 people and working at a farmers market. After college, Zak finally found her way to the Big Apple while working in an investment bank's retail division. Zak then talks about the cushy job with Google that pulled her out west, the same cushy job that she decided to leave to start ThirdLove. In a market dominated by men, Zak had a hard time finding investors for her women's bra and underwear company, that is until some men were able to see the "opportunity to do things differently in all aspects." We then dive into the challenges presented by COVID that forced ThirdLove to "cut back on marketing expenses to focus on efficiency." Zak then tackles the issue of creating content when the world is shut down, claiming, "as a marketer, you're constantly in the cycle of content creation, but sometimes you might not maximize the assets that you've already created." Lastly, Zak discusses ThridLove's support of entrepreneurs with its TL Effect program in an attempt to show everyone that "you can support causes through what you show to the world!"   Highlights from this week's "Marketing Today": Heidi grew up in a 3,000-person town just outside of Niagara Falls and learned a lot from her time working at a farmers market. 1:41 It wasn't until after college that Heidi found her way to the retail group at an investment bank in NYC. 3:01 Like most college graduates, Heidi had no idea what she wanted to do after school. 4:09 Banking served as an excellent entryway for Heidi to understand basic business skills that she used to build her own company. 4:32 Heidi made the switch to the operations side out of a desire to learn more about operating a retail business. 5:12 A job at Google brought Heidi out to the West Coast, where she got her first taste of entrepreneurship and the startup industry. 5:50 Heidi quit her job at Google to start ThirdLove with her husband after seeing a need in the market. 6:40 It was difficult to raise seed money for ThirdLove in a world dominated by men at the time. 7:31 When COVID hit, ThirdLove hunkered down and prepared for the worst-case scenario. 8:49 The market for bras has changed a little as more and more people have started working from home. 10:24 ThirdLove had to cut back the most in the Television marketing sector while becoming more efficient in all other sectors. 11:38 In the last month or two, ThirdLove has been able to reinvest in mid to upper-funnel marketing. 12:30 Heidi is always testing out new markets to see where the potential lies for innovation. 13:00 Creating content became trickier when COVID hit, forcing ThirdLove to do things differently with the same stuff. 14:25 Leveraging content from customers and the team has allowed the brand to connect with its audience. 15:32 With so many social movements going on in today's society, ThirdLove has put the elements of inclusivity and diversity at the company's forefront. 16:55 TL Effect supports a new-business female founder of color by providing mentorship, a monetary grant, and promotion through ThirdLove. 17:55 Kyutee Nails was the first winner of the TL Effect and provides unique nail services while many salons are shut down. 20:02 Competitive gymnastics during her childhood showed Heidi the power of dedication and determination. 21:45 Just like Alan, Heidi struggled with how the apparel industry makes its clothing around these one-fit models. 23:14 If Heidi could go back, she would focus more on the moment and less on the future. 25:35 ThirdLove has been conducting more testing and research with SMS technology to connect with its customers. 28:23 Heidi believes that the sheer amount of brands competing for consumer mindshare makes it hard to stand out from the competition. 30:25   Resources Mentioned: ThirdLove Farmstand, investment banking, Aeropostal, Google ThirdLove founding story TL Effect TL Effect Winner - Kyutee Beauty and founder and CEO Arah Sims Kyutee Kyutee Vote Collection Magic Mind drink Community SuperPhone (founder Ryan Leslie) Ryan Leslie on Marketing Today Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/heidizak/ https://twitter.com/heidizaks https://twitter.com/ThirdLove Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

ThirdLove Agility and Empowerment through Tough Times with co-founder Heidi Zak

On this 236th episode of "Marketing Today," host Alan Hart speaks with Travis Montaque, the founder and CEO of Holler. This messaging technology company uses AI and content to improve consumer communication online. Holler is on the frontline of the ongoing battle to bring human emotion into the world of technology. The conversation with Montaque begins with his time at Chick-fil-a as a teenager, starting as a cashier and eventually working his way to the role of district manager by the time he was 19-years-old. Montaque was able to make the "fastest transition from Main Street to Wall Street" that I have ever seen, leaving Chick-fil-a to work for a private equity firm at only the age of 20. Montaque then discusses the difficulties of deciding not to accept an offer with Goldman Sachs and instead start Holler and how the pursuit of passion "inspires people around you to invest with whatever they can." We then dive into Montaque's efforts as a successful black entrepreneur to bring diversity into the corporate environment, but "diversity shouldn't be the end goal, changing the current corporate culture should." Holler is working to create a culture that is inclusive and focused on belonging. Finally, Montaque breaks down this idea of "service, not surveillance" and how big-tech needs to change how it interacts with its consumers if there is to be a relationship of trust heading into the future. Highlights from this week's "Marketing Today": Travis went from working at Chick-fil-a as a teenage cashier to a private equity firm in Miami during college. 1:43 At an early age, Travis was able to learn valuable lessons through hard work at Chick-fil-a. 4:00 Travis had aspirations of working on Wall Street but ultimately felt that he couldn't make the impact that he wanted. 4:28 A side data in Big Tech led Travis to leave his job at Goldman Sachs and start Holler. 5:38 It was a rough process to explain to his mother the switch to a job that didn't guarantee an income, but it was worth it. 6:58 Holler uses AI to make consumer conversations online better by providing content that consumers want. 8:19 Any sticker that you have been able to add to a Venmo note has been provided by Holler. 9:41 Travis partnered with students in the engineering school to create the prototype, pitched to investors, and hired employees. 10:18 Until he had the seed money that he needed, Travis had to use inspiration to bring in the investors he was looking for. 12:40 Initially, focusing on expressive emojis wasn't a thing, but evolving from the initial company brought the ability to share feelings. 14:16 There has been a rise in categorical messaging, spreading to just about every category you can think of. 16:06 Body language makes up so much of home emotions are perceived, which led to the use of emojis in Holler's peer-to-peer communication. 17:12 Holler is expanding into different brands and marketing companies, allowing those companies to connect with their consumers. 18:35 Share rates have reached up to 21% with some companies, bringing engagement to an all-time high. 21:10 Travis has achieved a tremendous amount of entrepreneurial success and also happens to be a black man; unique experiences have been had. 24:18 There is an issue of investment pipelines in industries where institutions only get their resources from the same source. 25:45 Travis believes that America's entire corporate culture needs to be changed to include diversity at the highest ranks. 28:45 Holler is working on expanding its perspectives to include people from all over the world. 30:20 There are so many issues at this moment in time that the responsibility of leaders to take care of people is more prevalent than ever. 33:03 People will get upset when their leaders don't know their beliefs, but that doesn't mean they need to know all the answers. 36:00 Travis's experience as a first-generation American and watching his mother's work ethic shaped who he is today. 37:41 As a younger man, Travis learned from the fundamentals that he gained from his first jobs. 39:41 Bringing good practices and standards into how next-gen tech companies behave towards their consumers is something that Travis supports. 42:14 Travis believes that the largest threat to marketing today is the inevitable end of identity. 44:19 Resources Mentioned: Holler Travis Montaque Chick-fil-a Career to Private Equity University of Miami Bulge Bracket Goldman Sachs Venmo Stickers 1% of all VC goes to Black Tech Entrepreneurs (Washington Post) Bone for Dog (Siberian Husky) Disney restructure (MSNBC.com) Center for Humane Technology, Global Data Ethics Project iOS 14 changes to identity (wired.com) Fortune article – Change Corporate Culture should be the goal vs. bolt-on   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC )  Connect with the Guest: https://www.linkedin.com/in/travismontaque/ https://twitter.com/travismontaque https://twitter.com/holler_io Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Emojis, Expression & Leadership with Holler's Travis Montaque

On this 235th episode of "Marketing Today," host Alan Hart speaks with Steve Schlesinger, founder and CEO of Schlesinger Group, a market research company. Schlesinger has been a part of the family business for over 35 years, working to take the company to greater heights than it has ever seen! We start our conversation with the history of Schlesinger Group and how Schlesinger's mother's affinity for hard work set the foundation for years to come. Over the last 35 years, Schlesinger Group has experienced multiple chapters of growth. "The goal for us is really to maintain a nimble and agile approach to how we run the business and how we build the business," Schlesinger says regarding that growth. Schlesinger then dives into the recent partnership with the private equity firm Gauge Capital and how that has led to the company doubling in size in just the last 14 months. Schlesinger talks about the best ways to ensure success when growing a business and how it's vitally important to "make sure you have a great team around you." We then talk about Schlesinger's angel and private investments. When I ask what Schlesinger's criteria are when deciding what businesses to invest in, he says, "at the end of the day, I actually look at the people first, then the idea." Schlesinger knows that people, whether they be employees or clients, are a critical component to any business's success! Highlights from this week's "Marketing Today": Steve lives in New York City and had COVID back in March, but he didn't find out until his knee surgery in May. 1:31 Taking a year off from grad school at Georgetown, Steve worked in project management for his mother's research company. 2:36 Steve's mom was a hard worker and really enjoyed talking to people, but that didn't necessarily make her a natural entrepreneur. 4:13 Growing up in the depression helped Steve's mom set the foundation for her company and her family. 5:10 In his youth, Steve and his siblings always did what they could to contribute to the business whenever they could. 5:42 Over the last 35 years, there have been multiple chapters in the family business that has seen drastic change and growth. 6:47 Bringing in Gauge Capital as a private equity partner helps set the business up for its next chapter as more digitally focused. 7:45 Finding a private equity partner helped Steve and his partner further craft their strategy moving into the future. 8:29 Quantitative and online qualitative sectors saw massive growth after partnering with Gauge. 9:40 Massive growth to different markets all over the world has left gaps that present an opportunity to make the process more seamless. 11:15 Steve looks at the time horizon in two ways regarding Gauge Capital and the business itself. 12:30 To help your business grow significantly, make sure you have the right team around you. 13:26 Keep a good handle on the market and what your clients think of you at all times. 13:55 Don't let that desire slip away. It's only going to become more challenging as you grow. 14:15 The Insight industry's future consists of brands utilizing technology to have a greater understanding of consumer demands. 15:13 After acquiring Market Cube, Steve's business has transformed from a user to a developer. 17:30 Many industries are trying to leverage tech and create products but have left the critical people component behind. 18:56 There are a multitude of roles and asks with the types of work that clients do for their internal clients. 20:38 Steve has a handful of successful side businesses that help him support other people's entrepreneurial journeys. 22:08 Being the executive for other businesses has allowed Steve to reflect on his journey as an entrepreneur. 23:10 A few of Steve's favorite side businesses lie in the Spirits, Tech, and HR Management industries. 24:00 Having the right team and people involved in a company is Steve's guiding principle when investing in a business. 26:31 The encouragement to work and hustle from his parents shaped who Steve is as an entrepreneur and a man today. 28:00 It is incredibly important to be reflective of your experiences as you are going through them. 29:05 Tech businesses are successfully changing the world right in front of our eyes. 32:00 Knowing how to work with the wealth of information available today presents both an opportunity and a threat to marketers today. 34:56   Resources Mentioned: Schlesinger Group Steve Schlesinger Sarah Schlesinger (founder and mom) University of Vermont Gauge Capital Focus Pointe Global acquisition Market Cube 20|20 Research acquisition Angel's Envy, Bacardi purchase Heaven's Door com HRAcuity Debbie Muller, CEO and founder   Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: https://www.linkedin.com/in/steve-schlesinger-0360171/ https://twitter.com/SchlesConnect https://www.linkedin.com/company/schlesinger-group/ Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Leading 2X Growth with Steve Schlesinger in the Market Research Industry

Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

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USAA's Tony Wells on Marketing & Diversity

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