Brand Fast-Trackers
By Brian F Martin, Chairman of Brand Connections
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Podcast Description
Brand Fast Trackers is a weekly podcast focused on helping you become a top marketer. Whether your specific discipline is advertising, media or brand marketing, the goal is still the same...to build brands and sell more product. Each week we will speak with some of the best in the business working on some of the biggest brands in the world. We will all collectively learn from those who are doing it every day...not those who are talking about it, but those who are doing it. If you are passionate about marketing, are passionate about your career and want to be the very best, we think you will love this podcast.
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1 |
Gini Dietrich | For those of you that don't know Gini Dietrich, you need to make her acquaintance. First, she's one of the nicest people I know and second she is a blogging and content marketing rock star. You may recall Gini's appearance on Brand Fast-Trackers last year, when she made the bold statement that soon, social media will be everyone's job (if it's not already), meaning that social is not going away and brands need to be actively engaging their customers. Gini has a new book out called Marketing in the Round that she co-authored with Geoff Livingston. Geoff is a marketing strategist, fundraiser and the VP of Strategic Partnerships at Razoo, a fantastic organization we will talk more about next week. Marketing in the Round is all about breaking down the organizational silos that exist on both the brand and agency side and how to market in an open, communicative and ultimately more successful business model. There are many books on social media, but this is a honest to good marketing book. Gini and Geoff clearly explain the pros and cons of every single marketing strategy, including social. They guide us through breaking down communication barriers between departments and forming a truly integrated marketing program on multiple levels. For a great review of the book, skip on over to Inkling Media and read Ken's review, posted today. Tune into our interview with Gini and Geoff to learn more and don't forget to buy the book! | 5/14/12 | Free | View In iTunes |
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2 |
Brad Audet, Co-President, Team Detroit | Well known brands are today using dozens of agencies, focusing on social media, digital media, PR, promotion, and creative all operating in their own silos. One very unique agency trying to break that model is Team Detroit. Team Detroit was formed from 5 agencies coming together with the idea of operating with an open architecture and an ability to bring the best resources to clients all over the world. Today, we are joined by Team Detroit's Co-President, Brad Audet. He introduces the approach and philosophy of Team Detroit and explains why their vision is so different. Brad has vast experience in both auto and non-auto categories and addresses topics like marketing non-auto companies in an auto town, newsjacking, and forming symbiotic relationships with your accounts. | 5/11/12 | Free | View In iTunes |
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3 |
Mitch Joel, Media Hacker | The shift in social landscape has been remarkable during the last couple of years. New opportunities for brands to push their marketing to incredible places are constantly created. Yet, the technology and the opportunities it provides requires a real understanding of what it shift means and how to take advantage of it. in today's episode, we turn to Mitch Joel, one of North America's leading digital visionaries, and also president and partner of Twist Image. Mitch shares his forward thinking perspectives on brands and social and digital marketing in what he calls "the one screen world." It doesn't matter what the screen is, it matters is what's on the screen. Mitch aims for brands to better understand who their consumers are, what they want and especially how they want to be connected to brands. Building a powerful direct relationship to consumers and prevent brand confusion requires a clear vision of the relationship you want with your consumers. | 5/8/12 | Free | View In iTunes |
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4 |
Dan Portnoy, Author, The Nonprofit Narrative: How Stories Can Save the World | Storytelling is one of the most vigorous tools we have to influence, educate and share, but both for- and non-profit brands struggle with it. To successfully market your brand, you actively need to think about storytelling and be constantly aware of its importance. Today we are speaking with Dan Portnoy, the author of The Nonprofit Narrative: How Stories Can Save the World. Dan shares his insights and explains the difference between sharing facts and telling stories. He also describes the importance of knowing how to create your own story, which parts of it you should tell, and ultimately how to tell it. The best way of getting attention is, according to Dan, connecting emotions to your story. Emotions comes first, attention comes after. | 5/2/12 | Free | View In iTunes |
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5 |
Cavas Gobhai, Strategist/Innovator/Inventor - Part 4 | This is fourth and final episode in our strategy series. We wrap up our discussion with Carl Johnson and Cavas Gobhai. As a reminder, Carl is a seasoned C-Suite veteran and has been on the show several times; he is truly one of our favorite guests. Cavas is a world-renown strategist and has been called "the most creative and powerful player on Wall Street." Listening to these episodes will allow you a peak into what a high-level strategic session is like for the world's largest and most influential brands. | 4/30/12 | Free | View In iTunes |
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6 |
Cavas Gobhai, Strategist/Innovator/Inventor - Part 3 | In today's episode, we hear more from Carl Johnson and Cavas Gobhai. Carl is a seasoned C-Suite veteran and has been on the show several times; he is truly one of our favorite guests. Cavas is a world-renown strategist and has been called "the most creative and powerful player on Wall Street." Listening to these episodes will allow you a peak into what a high-level strategic session is like for the world's largest and most influential brands. | 4/27/12 | Free | View In iTunes |
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7 |
Cavas Gobhai, Strategist/Innovator/Inventor - Part 2 | In today's episode, we hear more from Cavas Gobhai. He is joined in this episode (and the next two episodes) by Carl Johnson. Carl is a seasoned C-Suite veteran and has been on the show several times; he is truly one of our favorite guests. Listening to these episodes will allow you a peak into what a high-level strategic session is like for the world's largest and most influential brands. | 4/24/12 | Free | View In iTunes |
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8 |
Cavas Gobhai, Strategist/Innovator/Inventor - Part 1 | In today's episode, we are lucky to get the chance to talk to Cavas Gobhai, who, according to senior executives at some of the largest corporations in the world, knows the answers to the above questions. Cavas shares his thoughts around how strategy is about creativity and collaboration and explains how senior managers should not only involve, but also embed the strategy into the whole organization. He also shares his remarkable views of measuring strengths and weaknesses, recognizing different trends and learning "the real heart of strategy": to know your destination, to know your major paths and to know the engine you need to power you to that destination. | 4/23/12 | Free | View In iTunes |
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9 |
David Kolbusz, Creative Director, BBH London | The Guardian is an extremely respected global newspaper and is coming off of a very successful year with their coverage of the Arab Spring and the phone hacking scandal. Following this, they wanted to communicate how their form of open journalism can benefit the news experience and demonstrate how stories can grow and change over time. They partnered with BBH London and came to an incredible long-form video with print support that retells the "Three Little Pigs" fable. In today's episode, we speak with the campaign's Creative Director, David Kolbusz. He explains the idea of doing something big, famous and loud often turns it into something super social as well. David also explains the importance of finding a way to tell your story in an exciting way and how he makes all the pieces fit in his role as a creative director. | 4/19/12 | Free | View In iTunes |
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10 |
Jon Mandel, CEO, PrecisionDemand | From a business and marketing perspective, we mainly focus on social, digital and interactive media, and how the market is continuously changing. We don't really speak a lot about television, despite that the vast majority of ad dollars still go to television. Today, we speak with Jon Mandel, the CEO of PrecisionDemand, who strongly believes that television is still the most powerful media. We all know TV advertising works; but the traditional issue has been exactly how we measure and determine its effectiveness. Jon describes the challenges of the segmenting and targeting process, and how it to could be improved in order to modernize television advertising in a very revolutionary way. | 4/2/12 | Free | View In iTunes |
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11 |
Adam Kmiec, Social Media Director, Walgreens | Big brands have traditionally turned to agencies for social media and emerging technology expertise. Nowadays, they are bringing developing centers of excellence inside their organizations. In today's episode, we are joined by Adam Kmiec, the Social Media Director at Walgreens. Adam shares his views on social media, and how organizations should relate to it. According to Adam, social media is by definition a team sport. It requires good collaboration, not just within the organization, but also with agency and technology partners. He says organizations need to consider social media as a way of doing business and connecting with consumers, and not as an individual, vertical department. Adam concludes that social media is not only about wall posts, tweets and videos uploaded on YouTube; it is a catalyst for interactivity and engagement between the consumer and the product. | 3/28/12 | Free | View In iTunes |
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12 |
Jason Zada, Commercial, interactive and music video director | A top goal for most brands, aside from sales, is building and maintaining top-of-mind awareness with their consumers. The best way to "get into your customer's mind" is of course through stories. People can relate to stories, and if those stories relate or signal back to your brand, it is a big, and long-term payoff. We speak with an early adopter in this new marketing discipline, Jason Zada. Jason is the genius behind Take This Lollipop, the fastest growing Facebook App of all time, with over 13MM likes to date. Take This Lollipop is a social experiment on storytelling and just won Best in Show and the Experimental category at SXSW's interactive awards. Thousands of years ago, stories were passed down from one generation to a next. Today, the level of sharing has dramatically shifted. In today's episode, we get the chance delve into Jason's view of sharing, and also hear his thoughts of being an entrepreneur, following your dreams and reinventing yourself. | 3/26/12 | Free | View In iTunes |
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13 |
Paul Aaron, Director of Interactive, Amalgamated | More and more brands are realizing the power of sharing and storytelling. In today's episode, we speak with Paul Aaron, the Director of Interactive for Amalgamated, who understands this power intimately. Paul shares how using technology and the open social graph can be leveraged to share your brand's stories in truly remarkable ways. He knows how to get engage consumers and measure their engagement. Even though there is never a "one size fits all" takeaway, the combination of continuously pushing the brand through different channels and marrying great technology will, according to Paul, lead to success. | 3/21/12 | Free | View In iTunes |
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14 |
Katrina McGhee, CMO, Susan G. Komen | Recently we read an amazing statistic: 83% of consumers want brands to support causes. That is 8 of out 10 consumers! So we went out into the marketplace, looking for both brands that support causes, as well as new and existing non-profits to better understand how brands need to design and align their CSR Initiatives and how causes use marketing to further their messaging. We've had and continue to have some fascinating conversations and look forward to sharing them with you. In today's episode, we speak with Katrina McGhee, the CMO for Susan G. Komen.* For over thirty years, Susan G. Komen has been raising awareness and funding breast cancer treatment and research. With the help of perhaps 1-2 other organizations, thy have taken breast cancer from being a behind closed door, private famil issue to one that is now a global and very aware movement. Katrina gives us some insight here on how they did it. | 3/19/12 | Free | View In iTunes |
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15 |
Mark Mandell, Chairman of The National Center for Victims of Crime | In today's episode, we address an essential question for non-profits. How can an organization that is doing phenomenal work develop a clear vision for the brand? We went through this process with Mark Mandell, the Chairman of The National Center for Victims of Crime, a truly incredibly organization. Mark and I come to a great insight: sometimes you know the answers, but you don't always know how to apply them because you don't know what questions to ask. For both non-profits and start-ups, this is a great episode to discover what questions to ask when developing your branding strategy. | 3/14/12 | Free | View In iTunes |
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16 |
Fahad Khan, Chairman & CEO, One Public | In today's episode, we speak with Fahad Khan, Chairman & CEO of One Public, a leading provider of Facebook Marketing Solutions. Fahad shares why Facebook is the most authentic marketing platform, how you should be looking at Facebook as a marketing tool, and what the world's leading brands need to understand about Facebook. As a brand marketer, this is a great episode dedicated specifically to the business of Facebook and one you won't want to miss! | 3/12/12 | Free | View In iTunes |
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17 |
Sophie Delaunay, Executive Director, Doctors Without Borders | In today's episode, we speak with Sophie Delaunay, who is the Executive Director of Doctors Without Borders/Médecins Sans Frontières (MSF). Sophie speaks about how their brand identity evolved as the corollary to the incredible work that MSF does around the globe. The lesson here for big brands is that sometimes the brand strategy is really just a mirror of your product. If your product is great, the strategy and brand story develops itself. | 3/5/12 | Free | View In iTunes |
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18 |
Jane Randel, SVP of Corporate Communications and Brand Services, Liz Claiborne | In today's episode, we speak with Jane Randel, who is the SVP of Corporate Communications and Brand Services at Liz Claiborne.* For the last twenty years, Liz Claiborne has been passionately pursuing an end to domestic violence, and particularly teen and dating violence through their Love Is Not Abuse initiative. Jane speaks on how to think strategically when developing a Corporate Social Responsibility (CSR) initiative for your brand. The first step, says Jane, is research. Knowing what is most important to all of your stakeholders - executives, staff and customers - is key. This is the best way to initiatives into your brand DNA. | 2/27/12 | Free | View In iTunes |
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19 |
Carol Cone, Global Practice Vice Chairman, Edelman Business + Social Purpose | In today's episode, we speak with Carol Cone, who is the Global Practice Vice Chairman, Edelman Business + Social Purpose. Carol has over 25 years of experience creating substantive public-private partnerships that advance solutions for social issues with brands like Avon, P&G and the American Heart Association. We discuss why an authentic CSR initiative is a must for top-tier brands. Carol discusses why cause partnerships needs to be launched as completely and as strategically as any other business initiative and what brands need to do to build global awareness for their Corporate Social Responsibility (CSR) programs. Take a listen to our full conversation here. | 2/20/12 | Free | View In iTunes |
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20 |
Caryl Stern, CEO of the US Fund for UNICEF | In today's episode, we speak with Caryl Stern, the CEO of the US Fund for UNICEF. Caryl shares incredible insights on how she applied for-profit thinking to the building and running of one of the most successful non-profits in the world. There is often a view that for-profits and non-profits must be run in a fundamentally different way, but Caryl shows us that the exact opposite is true with the US Fund. There are incredible lessons here for both non- and for-profits alike. If you are a brand marketer in either arena, this is a must listen episode. Enjoy! | 2/13/12 | Free | View In iTunes |
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21 |
Jonathan Levitt, CMO, OpinionLab | Today, we speak with Jonathan Levitt, the CMO of OpinionLab about listening to customers in a whole new way. Jonathan discusses the blind spots of traditional market research. Historically, a business would see a 30% purchase conversion rate and be pleased with results, but Jonathan points out that what that really means is that 70% of your customers are walking into your store and NOT buying. He discusses how business can improve the customer experience by soliciting feedback from them and measuring it while the customer is in location (in store, website, etc) and use this to make a real impact on sales. If you are either a business owner or a brand marketer, you need to hear Jonathan's insights. | 1/13/12 | Free | View In iTunes |
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22 |
Ken Mueller, Inkling Media | Today, we speak with Ken Mueller on the beauty of small business, why it is uniquely positioned to reap the benefits of social engagement. We also speak about cause marketing and why aligning with a cause makes sense for businesses (small and large alike). Ken is an active social media blogger and curator, and offers important lessons for all marketers, particularly those of you looking to launch your own businesses. | 1/9/12 | Free | View In iTunes |
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23 |
Billee Howard, Creative Development Officer (CDO) and Managing Director, Allison & Partners | Today, we speak with Billee Howard and talk about the shifting role of creativity. We used to think of it as an area of the building (creative floor) or a group of people (art department), but creativity is changing the conversation. Allison & Partners recently conducted a study on this and spoke with hundreds of C-Level executives. Today, we speak with Billee Howard on how creativity is permeating everything we do. It is a really fascinating study and you will look at creativity differently. Billee reveals why this is a paradigm shift, which only has an upside for your brand, agency or business. | 11/4/11 | Free | View In iTunes |
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24 |
Gini Dietrich, Founder and Chief Executive, Arment Dietrich, Inc | Today, we speak with Gini Dietrich, a top PR professional who is really doing it, utilizing social media as a way to engage, connect and communicate with clients and consumers. She has taken the digital medium and utilized it as a tool to re-invent her business model. Gini's strategy has placed her at the top of the digital sphere and has proven to be a success story for many clients, peers, colleagues and communities. In this podcast, Gini shares why listening, monitoring and making sure your brand goes to the audience is so critical, and why you cannot participate online without engaging. She also shares how the human element can change customer loyalty and create brand ambassadors. Gini predicts that you have about 24 months to begin re-inventing your own business and personal models because engagement through social media will become a common denominator in all job descriptions. | 10/27/11 | Free | View In iTunes |
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25 |
David Epstein and Steven Revare, authors of Social Butterflies | There is tremendous data to suggest that social media has fundamentally changed the way we live and communicate. We send out 35MM tweets per day and spend 700B minutes on Facebook per month - really astonishing statistics when you think about it. There is no way that usage could not alter how we are communicating and therefore living. In this podcast, we speak with David Epstein and Steven Revare, authors of Social Butterflies. The process they used to write the book was to speak with the social media mavens who are really shaping how consumers use these mediums. Though the book is not written for brands, we were very curious to ask David and Steven how consumers are reacting to the degree to which brands are utilizing the social media space. I think you will be surprised on what they say. | 10/3/11 | Free | View In iTunes |
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26 |
Stephen Denny, Competitive Strategy and Marketing Consultant | Most brands are not giants. In fact, most brand managers are dealing with limited budgets and struggle to break through the status quo. In this podcast, we talk to the author of Killing Giants: How to Topple the Goliath in your Industry, Stephen Denny. The book gives phenomenal examples of how the upstart can dominate by using unique strategies. This story is so brilliant. Stephen Denny studied them. If you are starting a new business, particularly a new digital business, these strategies are practical and applicable. You will love them. | 9/27/11 | Free | View In iTunes |
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27 |
Jacob Ross, Demand Media | Demand Media has tremendous brand awareness with well-known sites like typeF, LIVESTRONG.COM and eHow.com. They held their IPO in January of this year. In this podcast, Jacob shares the paradigm behind their business model. As a marketer, this is a model you want to understand as they are providing content based on what consumers are searching for at any given time. These are great lessons for any marketer on letting your content work for you. | 8/4/11 | Free | View In iTunes |
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28 |
Warren Struhl, Entrepreneur | Today we speak with lifelong entrepreneur Warren Struhl about what it takes to be an entrepreneur, why it doesn't feel like work and his suggestions on finding a way to be first in a super crowded category. In addition to founding, investing in and advising a portfolio of companies over the years, Warren has recently partnered with LeBron James to break into the crowded energy category with the truly innovative SHEETS product. | 7/18/11 | Free | View In iTunes |
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29 |
Jeffrey Hayzlett, 'The Celebrity CMO' | In this episode, Jeffrey Hayzlett, the man Forbes calls 'The Celebrity CMO', shares his advice on marketing, why being radically transparent is the only way for brands to embrace social media, and how the difference between building a small brand and running a big brand is just the number of zeros. | 6/23/11 | Free | View In iTunes |
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30 |
Porter Gale, VP of Marketing, Virgin America | Virgin America launched in 2006, only 5 years ago. In this time, they have risen to top airline according to USA Today and Zagat's. We reached out to their VP of Marketing, Porter Gale, to see what they were doing differently and her insights surprised us. Things like lighting, leather seats and WIFI are more important than you may think. In this podcast, Porter shares how they've been able to create memorable brand experiences to win in a tough category. She offers great lessons you can apply to your brand today. | 6/14/11 | Free | View In iTunes |
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31 |
Frances Allen, EVP/CMO, Denny's | In this podcast, Frances Allen discusses how to reinvigorate a brand, and what steps to take when you get assigned to a new brand or join a new company. She shares invaluable lessons on what has worked while helping to reinvent and reawaken brands like Dunkin Donuts and Denny's. Under Frances' guidance, Denny's has launched a complete brand repositioning campaign of 'America's Diner is Always Open' and is doing some fascinating things with online video and social media. | 6/3/11 | Free | View In iTunes |
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32 |
Bev Thorne, CMO, Century 21 Real Estate LLC | All brand marketers and agency executives consistently struggle with how to divide their marketing budgets among TV, online, print, and promotion; how they opt to spend their money ends up having a huge affect on revenues and profits. Knowing this, we reached out to Bev Thorne, CMO of Century 21. Real estate is the 2nd largest sector with enormous amounts of competition, yet in 2009, Bev and her team decided to shift all of their marketing dollars online and forgo TV. In this podcast, she describes why the move was a great success for them, enabling them to increase leads 248%, and decrease spending by 63%. Through this, Century 21 became a very lean, lead-generating machine. Bev also shares great advice on how brand marketers need to alternate between listening and acting, take advantage of online opportunities and why Century 21 has returned to TV, bigger and better than ever. | 5/16/11 | Free | View In iTunes |
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33 |
Leonard Armato, CMO, Skechers | Skechers is the fastest growing footwear brand, and interestingly, it has surpassed other major brands to become the 2nd largest brand across the whole category. Skechers is effectively using celebrity endorsements, but they've primarily achieved their great success with a truly remarkable product. This episode is about utilizing the product element of the marketing mix to win and winning big. Skechers President Leonard Armato shares some great lessons you can apply to your brand today. | 5/12/11 | Free | View In iTunes |
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34 |
Daniel Koch, Co-Founder, Dual Groupe | Nokia is no longer at the top of their game, but in the mid 90's, they were and successfully moved the cell phone from functional to a fashion accessory by listening across categories and markets. They didn't keep listening, but they should have. Today, with the marketing landscape changing more than ever, we have to ask; how we can learn from other categories to find what is new? I turned to hospitality, trend and lifestyle categories and spoke with Daniel Koch who has reinvented an unexpected element of hospitality with exclusive brunch parties. Soaring reservations led to Daniel being recognized by the New York Times and others as one of New York's most inspiring entrepreneurs. In this podcast, Daniel shares what trends he sees transforming our culture and how we can translate those learnings to national brands. | 5/6/11 | Free | View In iTunes |
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35 |
Mike Hughes, President, The Martin Agency | If you're in the marketing, media and advertising business, you probably have heard of the book Ogilvy on Advertising. Despite it being almost 30 years old, it is still a remarkably valuable reference tool, but reading through it, some of the examples are a bit dated. We need a book written for today and I want Mike Hughes to write it! Aside from Mike's many accolades, The Martin Agency does things differently. We've spoken to their clients (major brands like Wal-mart and Geico), so we know they love it. I hope Mike puts down some thoughts on paper for us to learn from -- in the meantime, we have this interview. Enjoy! | 4/27/11 | Free | View In iTunes |
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36 |
John Swigart, CMO, Esurance | Insurance products are not easy to differentiate, yet it remains one of the most competitive, heavily advertised categories. A very challenging assignment for a marketer. I wanted to learn more about this category to see what lessons we could learn as to how a brand that is not the biggest spender, not the oldest and not the biggest, competes. I learned a lot from the conversation with Esurance CMO John Swigart, especially concerning how a very complex, robust, in-house digital advertising strategy is at the core of their marketing mix. | 4/26/11 | Free | View In iTunes |
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37 |
Jimmy Wales, Founder, Wikipedia | Wikipedia is the 5th most visited site globally and now has 85-90% awareness! The brand was built with no traditional advertising. How? Jimmy Wales gives his advice to brands and the marketing, media and advertising industry around how brands should utilize social media, how they should embrace paid vs. earned media and how brands can make the most of Wikipedia and Wikia. He is certainly a visionary and I think you will love this podcast! | 4/25/11 | Free | View In iTunes |
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38 |
Erin Nelson, CMO, Bazaarvoice | Why did the CMO of Dell move to a small unknown company? In this podcast, Erin Nelson, CMO of Bazaarvoice and former CMO of Dell explains that social media is changing the way we communicate and she wanted to be at a company at the epicenter of that shift. In this podcast, Nelson explains: 1. How brands can find influencers and harness the power of word-of-mouth. 2. What is truly important to a consumer and how brands can use this information to unlock the passion of their consumers. 3. Why the idea that social media is not measurable is a misnomer. | 3/28/11 | Free | View In iTunes |
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39 |
Dr. Clotaire Rapaille, CEO/Founder, Archetype Discoveries Worldwide | In this podcast, legendary market researcher Dr. Clotaire Rapaille explains why we buy what we buy and do the things we do. You'll hear lessons brand marketers can apply today to begin influencing consumers at a deeper level. | 3/22/11 | Free | View In iTunes |
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40 |
Ann Hand, CEO, Project Frog | Why is it that when I think of a ladder of brands in my head for, say, the bottled water industry, I can think of 4 or 5 with no trouble, but when I think of a category like 'homes' or 'buildings' not a single brand comes to mind? It's a far more considered purchase, and certainly more important to me in my life, but I cannot recall a single brand. Ann Hand seeks to change that and in the process of doing so, she went from being an employee to an entrepreneur all while pursuing her true passion! Intrigued? I was! Enjoy the episode. | 2/9/11 | Free | View In iTunes |
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41 |
Idil Cakim, Senior Vice President of Interactive Media, GolinHarris's Dialogue Group | Many of the marketers and agencies we work with are all challenged and excited to answer the following question: How can I better leverage the social web as an element of my marketing mix? We have asked Idil Cakim, author of Implementing Word of Mouth Marketing to draw from her experience in working with national brands to help us answer that exact question! | 2/7/11 | Free | View In iTunes |
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42 |
Mark Sebell, CEO & Founder, Creative Realities | Imagine sitting in on a strategy session with a senior executive advising a CEO of one of the world's largest, most influential brands as they discuss their views on innovation and brand marketing. In this episode, guest host Carl Johnson speaks with Mark Sebell to identify the key drivers of innovation. | 2/1/11 | Free | View In iTunes |
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43 |
Antony Young, CEO, Optimedia | In this podcast, Antony discusses his recent book, Brand Media Strategy and how best to invest your media dollars in this more digital and social media landscape. He captures the most important questions on true communications planning. There are so many books/experts about digital and social media BUT this is the first one I've seen written from someone who is executing on the highest of levels, running a media communications strategy organization, supporting major brands and investing billions of dollars. This podcast cannot be missed! | 1/24/11 | Free | View In iTunes |
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44 |
Sheila Dahlgren, Senior Director of Product Marketing, Adobe | I have never had a conversation with someone who knew more about a platform that could transform a market; in this podcast, we speak with Sheila Dahlgren about smart phone dominance and how the best brands are leveraging new mobile marketing efforts to influence us to buy--you will love this! | 11/22/10 | Free | View In iTunes |
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45 |
Ahmet Abaci, VP of Marketing, Durex | In this episode, we speak to Ahmet about how he is helping Durex to engage with consumers in new and compelling ways. Specifically, how the brand is utilizing the new Love Box to leverage social media, providing a mechanism to drive electronic word-of-mouth for the brand. | 11/19/10 | Free | View In iTunes |
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46 |
Dave Robinson, VP of Marketing, Mozy | In this episode, Dave shares with us the story behind the world's largest online back-up service, detail behind what cloud computing is and in particular why it is important. He also shares what led him to join technology start-up from a regional ad agency and how we can recognize similar opportunities for ourselves. Lastly, he shares how the decision paid off when 18 months after he joined Mozy, the company was purchased by EMC. | 11/15/10 | Free | View In iTunes |
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47 |
Deborah Conrad, CMO, Intel | In this episode, Deborah shares Intel's fascinating brand story. Having been with Intel since 1986, when household penetration of computers compared to today's near ubiquitous penetration, she shares how Intel has achieved an 80% market share and achieved universal brand awareness. Deborah's story shows how to tangibly market a perceived intangible product. | 10/15/10 | Free | View In iTunes |
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48 |
Samir Balwani, Digital Marketing Strategist,PMK BNC | In this episode, I reached out to Samir Balwani, who is brilliant in the space of digital marketing. He shares how brands can better leverage digital tools to connect with their consumers. We also talk about the philosophy behind social media, how it takes us back to the basics of what is essential in human relationships. How it is reconnects people's interaction by linking the offline to the online and connecting the known to the unknown. Lastly, we speak about how the evolution of digital marketing has fundamentally changed how we influence consumers and how consumers influence us, specifically looking at recent examples of major brands such as the GAP shifting their branding based on consumer feedback and demand. Samir Balwani is a digital marketing strategist at PMK BNC, helping businesses create holistic marketing solutions. His areas of expertise include digital communications, online marketing, and new media PR. You can follow his online marketing blog to get access to his free marketing workbooks in the Insider's Library. | 10/13/10 | Free | View In iTunes |
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49 |
Eric Ryan, Co-Founder & Chief Brand Architect, Method Home | In this podcast Eric presents the important steps in transitioning from an employee to the head of your own company, and the mindset to do it. To launch Method, one of the fastest growing and most innovative companies to date, Eric looked to fill in the gaps of a large market (detergent), in order to meet a consumer need or desire that would otherwise be missed. He inspires all to find that empty space in a market and produce a well-targeted innovative product. Eric makes soap. Really nice smelling soap that's non-toxic and good for the planet. Soap that's really beautiful, too, that makes people want to clean. In 2001, Eric and his high school buddy Adam started Method, from their personal savings and $100 in cash as capital, Eric and Adam started innovating chic green products. They launched the first concentrated laundry detergent, ultimately transforming the $4 billion industry. Other milestones include biodiesel shipping, vegan fabric softener and bamboo wipes. Today, Method has over 100 planet friendly cleaning products that can be found in stores across America, Canada and the UK and has risen to a $100 million brand - a brand that was ranked the 7th fastest growing company in America by Inc. Magazine and as one of the most innovative companies in the world by Fast Company. He's been named an eco-leader by Vanity Fair, a Food & Wine Tastemaker, an eco-revolutionary by Time Magazine, PETA's Person of the Year, and one of People Magazine's Sexiest People Alive. Okay, that last one's not really true, but the others are. Eric lives in Marin with his wife Ingrid and two children Anya and Matias. | 10/12/10 | Free | View In iTunes |
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Erin Mulligan Nelson, Former CMO, Dell | In this episode, Erin shares her experience with rebranding Dell by developing the brand's "purpose". She explains how Dell collected research to learn about their consumers and applied this knowledge to programs such as Dell's Listening Posts. Dell worked to set up the right marketing mix by being a globally and socially aware brand, as Erin says all marketers should be. | 9/30/10 | Free | View In iTunes |
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Adam Stotsky, President of Marketing, NBC Entertainment | In this episode, NBC Entertainment's President of Marketing, Adam Stotsky, shares why an intimate understanding of your audience is essential to brand awareness and growth. He also discusses the challenges of creating management structure within a creative environment without stifling ideas. This podcast with an award-winning, innovative marketer is not to be missed! | 9/20/10 | Free | View In iTunes |
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Kendall Collins, CMO, Salesforce.com | In this episode, Kendall shares how the company works to be truly customer-centric and continues to innovate in order to cultivate raving fan customers. He also shares how to manage your own career by keeping in mind how macro trends impact your industry. In particular, we loved his perspective on the roles of sales and marketing and how truly intertwined they are! | 9/14/10 | Free | View In iTunes |
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Anne Globe, Head of Worldwide Marketing, DreamWorks | In this episode, Dreamworks Animation's Anne Globe shares how marketing partnerships organically connect fans to their brands, why social media is one of the most exciting new tools available to marketers and how to more effectively utilize it and how sequels and licensing leverage brand equity. | 8/30/10 | Free | View In iTunes |
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Carl Johnson, Chief Strategist, Campbell Soup Company | In this episode, Carl Johnson, defines what innovation means within the walls of Campbell's. Specifically, how the company has encouraged and utilized innovation in order to sustain a competitive advantage in their category and enhance their existing brand equity. | 7/30/10 | Free | View In iTunes |
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Bart Decrem, Founder and CEO, Tapulous | In this episode, Bart Decrem, Founder and CEO of Tapulous, shares how brand marketers should utilize Apple's new iAd network and IOS platform. The iAd gives an exclusive interactive opportunity for marketers to harness the emotional power of the 30-sec spot. You simply have to hear this podcast! | 7/1/10 | Free | View In iTunes |
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Jim Stengel, President / CEO, The Jim Stengel Company | In this episode, Jim shares invaluable advice for brand managers, marketers and the agencies who support them. Really, a not to be missed episode! | 6/8/10 | Free | View In iTunes |
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Steve Rubel, SVP and Director of Insights, Edelman Digital | In this episode, Steve talks about how PR agencies are embracing and owning social media by developing in-house solutions and strategies for their clients, how social media enables brands to speak with consumers on a person-to-person basis and why knowing what your brand wants to accomplish with social media is your first task when developing your social strategy. | 5/25/10 | Free | View In iTunes |
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Gayle Troberman, Chief Creative Officer, Microsoft | In this episode, Gayle tells us about the challenges of marketing digital and social media and why being agile, rapid and responsive is essential to success. She also shares the philosophy behind Microsoft's decision-engine, Bing, what differentiates it from its competitors, and how she is achieving consistency across brands in her newly created position. Gayle Troberman has been driving marketing innovations at Microsoft for more than 13 years. She founded the industry's first digital branded entertainment team (BEET) at MSN. She purchased some of the first offline advertising for a dot.com brand while heading up marketing for Microsoft's Sidewalk and internet start-up businesses back in 1997. Gayle's team is responsible for global advertising, relationship marketing and digital strategy for Microsoft's consumer, business to business and developer focused products and services including: Windows, Office, Windows Live, SQL Server and more. Prior to Microsoft, Gayle spent ten years in the NYC agency world managing consumer marketing and business development programs at Manning, Selvage & Lee and NW Ayer for a range of clients making everything from software to footwear. She has a Bachelor of Science from Ithaca College and was born and raised in Rhode Island. | 5/20/10 | Free | View In iTunes |
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Lisa Bacus, VP of Marketing, American Family Insurance | In this episode, Lisa offers great insight how she markets a product that you can't touch, smell, feel or see. Marketing the intangible, insurance in this case, takes intelligence and intuition. Lisa has also smartly shifted AmFam's traditional marketing investment in new directions to incredible success. | 5/3/10 | Free | View In iTunes |
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Michael Fasulo, Executive Vice President and Chief Marketing Officer, Sony Electronics | Michael Fasulo is the executive vice president and chief marketing officer for Sony Electronics (SEL). His responsibilities include leading sales, marketing, communications, retail execution and service for SEL. Fasulo also oversees the company's corporate social responsibility efforts, building a sustainable future through innovation and working to attain a carbon-free footprint. As part of these efforts, Fasulo leads a national program promoting the free recycling of its electronics, as well as the development of eco-friendly products. In this episode, Mike shares with us how he is getting 5x ROI through integration, how Sony keeps its equity connected across categories, why social media is not new, and what really gets his attention internally and through his partner agencies. | 4/15/10 | Free | View In iTunes |
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Gary Wohlfeill, Creative Director, Moosejaw Mountaineering & Backcountry Travel Inc. | Gary Wohlfeill is the Creative Director for Moosejaw Mountaineering & Backcountry Travel Inc., a specialty outdoor retailer. Gary is a senior member of the Moosejaw Marketing Squad and oversees the development of the m-commerce initiative at Moosejaw as well as the creative direction of Moosejaw, which includes the catalog, web site, photography and private label. He has been at Moosejaw for the past four years. In this episode, Gary shares how Moosejaw was authentic before it was fashionable to be so. He tells us how they are able to use their authenticity to create a brand experience at every customer touch point, engage their fans through Twitter, Facebook & Mobile, and why they can create the most brand equity with their customers by simply knowing who they are as a company. | 4/12/10 | Free | View In iTunes |
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Paul Venables, Founder and Creative Director, Venables Bell & Partners | Paul Venables is the Founder and Creative Director of a hot independent west coast ad agency Venables Bell & Partners. The agency's big, sweeping, trademark-able philosophy has nothing to do with buzz generation, media agnosticism or content creation, but is simply "our intentions are good." Those good intentions have helped Venables and his partners attract big-time clients like Audi, HBO, Intel, The Coca-Cola Company, ConAgra Foods, Vizio and ConocoPhillips. Venables, Bell & Partners was #10 on 2010 Ad Age's Agency A-List, "Gold" winner in the Graphics 2010 Design Competition, 2009 Kelly award winner, 2009 Cannes Cyber Lyons award winner, and winner of other awards, including D&AD, One Show, Webby, Communication Arts, Addy, Andy, and EFFIE awards. In this episode, Paul shares with us his business philosophy and vision, how he went from receptionist to running his own agency, why you have to be an entrepreneur for the right reasons, and how challenging your clients and turning down business can make you a stronger company. Prior to opening VB&P in 2001, Venables was Co-Creative Director, Associate Partner and heir apparent of Goodby, Silverstein & Partners. By the end of his six plus years there he was running over $400 million in business and had won various industry awards. Venables was also an Associate Creative Director at Korey, Kay & Partners, a copywriter at McCaffrey and McCall and, at the start of his career, a telephone receptionist at a small New York agency. | 4/1/10 | Free | View In iTunes |
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Tom Bedecarré, CEO of AKQA | Tom Bedecarré is CEO of AKQA, the digital advertising agency that uses innovative ideas and technology to deliver results for the world's top brands -- including Coca-Cola, McDonald's, Nike, Schwab, Visa and Xbox. AKQA has more than 800 employees in Amsterdam, Berlin, London, New York, Shanghai, Washington D.C. and San Francisco where Tom leads the corporate team. In this episode, Tom shares with us how digital advertising has evolved, why social media is becoming an ever-increasing part of the marketing mix and offers tips for employees who want to become entrepreneurs. AKQA has been recognized numerous times as "Digital Agency of the Year" and was also recently named one of the Fast 50 - "The World's 50 Most Innovative Companies" by Fast Company magazine. The Wall Street Journal featured Tom as an "Admaker to Watch" and he is a frequent speaker at industry events. An enthusiastic entrepreneur, Tom was a founder and CEO of Citron Haligman Bedecarré, San Francisco's largest independent advertising agency and a leader in launching Internet brands. Tom started his career in advertising on Madison Avenue at Ogilvy & Mather in New York and later returned home to San Francisco where he was a Vice President at Hal Riney & Partners. Tom holds a BA degree from Stanford University and an MBA degree from the Kellogg School of Management at Northwestern University. | 3/18/10 | Free | View In iTunes |
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Keith Levy, VP of marketing for Anheuser-Busch, Inc. | When a marketing executive who manages some of the biggest brands on the planet takes time to share his opinion...odds are...there is something to learn! In this episode, we speak to Keith Levy, VP of Marketing for Anheuser-Busch. He shares with us his philosophy on brand building, creative, building his team, utilizing social media and the value of advertising in the Super Bowl. | 3/12/10 | Free | View In iTunes |
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Jason Falls, principal of Social Media Explorer | More and more brands have been utilizing social media as a part of their marketing mix. But jumping into the social media space can be a daunting task. In this episode, Jason Falls, a leading educator and thinker in social media and public relations shares his key insights. Jason, principal of Social Media Explorer, is consistently rated at the top of the Advertising Age Power 150 Blogs list and works with major brands including Humana, Jim Beam, Maker's Mark and Knob Creek bourbons, NASCAR driver Robby Gordon, Louisville Slugger, and The National Center for Family Literacy. His work has resulted in acclaim and recognition in publication and honors, including a 2009 SAMMY Award for Best Integrated Social/Cross Media Campaign. One of the most in-demand speakers in the social media space, Jason has spoken internationally and nationally and is known for his engaging style, wit and humor, brutal honesty and for adding value to each audience's experience. | 2/28/10 | Free | View In iTunes |
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John Felice, General Manager - Ford Lincoln Mercury Marketing | What did they do differently? What were the key drivers? How did they get consumers re-energized about the brand? And most importantly, how did they invest their marketing dollars to have such a significant turnaround? John Felice, General Manager - Ford Lincoln Mercury Marketing, shares how his team turned it around. | 1/25/10 | Free | View In iTunes |
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Michael Sprague, VP of Marketing, Kia | Creating a new brand and cementing it in the mind of a consumer is one of the most challenging tasks a marketer will face. Now imagine creating that new brand in THE highest spending and most competitive category. | 1/7/10 | Free | View In iTunes |
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Andy Beal, World's top internet marketing consultant | Over the past few months you've probably been hearing about authenticity and transparency. Problem is, as marketing, media and advertising executives, we have not necessarily been trained to communicate in an authentic and transparent way. Today, one of the biggest names in social media marketing, shares clear and precise direction on how to implement these essential tools through social media and regain consumer trust. Andy Beal is considered one of the world's most respected internet marketing consultants, an award-winning blogger, professional speaker and co-author of a critically-acclaimed book. His book, "Radically Transparent: Monitoring & Managing Reputations Online," and blog, Marketing Pilgrim, are relevant and so important to ANY type of company that is online and utilizing social media in their marketing strategy. Andy was named to the Triangle Business Journal's "40 Under 40" and named one of the "Most influential marketers of 2008." He has consulted with huge national brands including Motorola, GlaxoSmithKline, SAS, Lowes, Quicken Loans and NBC. | 12/18/09 | Free | View In iTunes |
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Scott Keogh, CMO of Audi of America | Scott Keogh, CMO of Audi of America, has been overseeing all marketing strategy and department responsibilities, as well as leading the company's marketing efforts to further elevate the positioning of the Audi brand in the U.S. since joining the company in 2006. Scott's team has firmly established Audi in the social web space, earning recognition as having the 2nd largest Facebook fan base of an automaker. This guy has changed the way that brands talk about vehicles. Great insight on how to use the social media space to gain PASSIONATE fans that WANT to go out and speak on your brand! | 12/14/09 | Free | View In iTunes |
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Alexandra Wheeler, Director of Digital Strategy at Starbucks | Alexandra Wheeler, Director of Digital Strategy at Starbucks, has lead the strategy and execution across key digital channels, including Starbucks websites and online communities, social media channels, in-store screens and paid digital media. In the past year, Alexs team has established Starbucks as a leader in the social web space, earning recognition as the #1 engaged brand in social media and the most popular brand on Facebook - and beating out huge brands like Coca-Cola in the process. A must listen to episode for any brand manager, ad agency executive or communications planning executive who wants to better leverage social media as an element of their marketing mix. | 11/16/09 | Free | View In iTunes |
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Andy Lark, VP of Global Advertising for Large Enterprises, Dell | As VP of Global Advertising for Large Enterprises with Dell, serial entrepreneur, and winner of the Most Influential Communicator award, Andy Lark KNOWS marketing. In this episode, Andy shares his thoughts on how marketing will change more in the next 5 years than it has in the past 50 and answers some of the industry's most frequently asked questions. How can you make social media WORK for your brand, big or small? If you've got a great idea, how can you go from employee to entrepreneur? And why the RULES OF SELLING apply to ALL marketing positions. As the creator of one of the most successful online marketing strategies we've seen to date and owner of a series of his own marketing consulting agencies on the side, when this guy speaks - we listen! | 11/11/09 | Free | View In iTunes |
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Eric Hirshberg, President and Chief Creative Officer of Deutsch LA | As the youngest recipient of two WSAA Creative Leader of the Year awards and an inductee into the American Advertising Hall of Fame, Eric Hirshberg, President and Chief Creative Officer of Deutsch LA without question has the chops and is among the best in the business. In this episode, Eric shares actionable advice for brands, entrepreneurs and agency executives alike, spanning a number of topics. In particular, pay attention to his thoughts on the new rules of transparency for brands. There is a lot of power in honesty and authenticity. In today's service oriented society, brands that say thank you and I'm sorry will win! | 10/23/09 | Free | View In iTunes |
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Brandon Berger, VP of Digital, MDC Partners | Brands invest more than $450 Billion to market their products. These brands turn to agencies to help them invest those dollars. Agencies are often owned by advertising holding companies like WPP or Omnicom or MDC Partners. I had the pleasure to speak with Brandon Berger who is the VP of Digital at MDC Partners. Not only does he absolutely know his craft - held positions at Netscape, founded a wireless company and built the digital innovation group at Ogilvy (one of the largest ad agencies in the world) - but now he is in charge of leading acquisitions, investments and strategic partnerships in digital. Said another way, he's trying to find, invest in and grow the next generation of breakthrough companies to serve the ever evolving needs of today's marketers. His opinion matters. | 8/11/09 | Free | View In iTunes |
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Whitney Tidmarsh, CMO of EMC's Content Management & Archiving Division | EMC Corporation is the world's leading developer and provider of information infrastructure technology and solutions. The $15 Billion company is among the top 10 largest technology companies in the world that sits alongside household name brands such as IBM, Microsoft and Hewlett-Packard. Whitney Tidmarsh, CMO of EMC's Content Management & Archiving Division, one of the top 100 most influential women in Tech, discusses how she uses non-traditional marketing tools to drive sales. | 8/7/09 | Free | View In iTunes |
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Suzanne Alecia, President of the Out-of-Home Video Advertising Bureau | Creating a new category to be first in is one of the most powerful rules of marketing. If you can pull it off, often, you win. When you think of the categories of marketing products or tools that national brands invest in, you come up with TV, Print, Online, Promotion, Radio, Out of Home, etc. But over the past few years a new category, Out-of-Home Video has been created. Creating a category or sub-category you can be first in, being relevant and differentiating your product against its competitors are three keys to the successful launch of any new category. Suzanne Alecia, president of the Out-of-Home Video Advertising Bureau, shares how she was able to accomplish this. | 7/30/09 | Free | View In iTunes |
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Peter Hirshberg, Co-Founder and Chairman of The Conversation Group | Nine out of 10 marketers rate themselves "below average" with respect to their utilization of social media. How should a marketer be utilizing these tools? That was the question posed to a man who has been involved in cutting edge technology ever since his start at Apple. | 7/24/09 | Free | View In iTunes |
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Michael Fisher, Senior Vice President of Marketing, Coldwell Banker | Some of the greatest case studies in marketing and advertising have come from times of extraordinary challenge. Without question, the financial crisis that came to a head in late 08/early 09 was one of those challenges. So...what would you do if you were top marketer for a brand right in the middle of it all? In this episode, Michael Fischer, Senior VP of Marketing at Coldwell Banker, shares with us those lessons. | 6/30/09 | Free | View In iTunes |
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Bohb Blair, Director of Invention for Mindshare | Why is it important to challenge the traditional media mix? Why challenge the traditional media mix? The Director of Invention for Mindshare, Global Media Agency of the Year, shares his thoughts, perspectives, and experiences in working with brands like Cottonelle, Kotex, and Huggies. Oh, and if you are as curious as I was to better understand the title Director of Invention, you will truly enjoy this episode! | 6/26/09 | Free | View In iTunes |
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Steve Landau, CMO and founder, ScentSational Technologies | A brand marketer has one primary job - to influence us. Their marketing strategy is to influence our brain so that we associate some of our most desired feelings and wants to their brand. How do they do this? Well typically they utilize our sense of sight and hearing within their branding strategies. Think about it. A print ad utilizes, sight, radio and hearing. A television commercial utilizes both. Question for you, how many print ads do you remember from this past week? TV spots? Here's another question, ever walk through a mall past Abercrombie & Fitch and notice a unique scent in the air? Perhaps you have been onboard Singapore Airlines you are struck by how clean it smells? Cinnabon? Does that smell not make you crave that most unhealthy breakfast on planet earth? Well that's because our sense of smell is controlled through our olfactory system which is the strongest sense linked to memory. And in the end, marketers are trying to get their brand into our long term memory storage, while associating pleasure to that emotion. Master marketers and business branding experts know that one of the fastest, most powerful ways to do this is by leveraging our sense of smell. Now obviously categories such as beauty, fragrance, food, beverages, beer wine, liquor all have this as a critical element of their product design - but do they leverage and execute it in their marketing plan? Do they allow you to experience the smell and use it to influence us? Further, how can other categories like travel, auto, even credit cards use these branding strategies to their advantage? | 6/16/09 | Free | View In iTunes |
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Peter Madden, founder and CEO, Agile Cat | Find a career you love so much you'd offer to do it for free! Peter Madden, founder and CEO of Agile Cat began his career during the dot com boom of the 90's. This exciting time in history proved to be too volatile when he was told one Friday afternoon that he wasn't getting paid that week. He asked himself a series of questions: Did I fail? Am I WORTH it? Can I DO it? What do I truly have a PASSION for? Rather than going back to work for a corporation, he chose to launch his own advertising and marketing company. A few short years later and he went from being an interruption to getting the ATTENTION of major companies like Comcast and Hugo Boss. | 6/10/09 | Free | View In iTunes |
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Ian Leopold, CEO and founder of American Collegiate Intramural Sports | If you work in a job that you don't LOVE and have PASSION for - the kind of passion that makes you wake up early and stay up late - If you work in a job where you don't make ANYWHERE near what you are worth - If you work in a job, or even if you have a career, and want to do more, create more, make more, give more, do it better, win more frequently, call your own shots, be free, make the world a better place, leave a legacy, meet new people, set out on an adventure or create certainty for yourself and those you care about - Then you may want to read a few more lines. If that's what you want, you can have it. You can start part- time. You don't have to quit your job. Just knowing that you can start part time will open your eyes to opportunities that were always there...but that you simply never saw. By doing this you will find your idea. And then you will work. You will get home from your job at 6PM and work until 10 PM, and every other weekend. Then you can begin building your business and quit when it's big enough. Then, once you quit, and focus 100% of your time, passion and attention on that one purpose, amazing things will happen. You will build it, it will grow, and you will (if you so desire) sell it for millions and be able to share that fortune with those who helped you get there! At least that's what our guest on this podcast did. And you can too! Because SUCCESS LEAVES CLUES. | 5/21/09 | Free | View In iTunes |
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Clayton Christopher, Founder, Sweet Leaf Tea Co. | Clayton Christopher sold medical supplies, but had always wanted to have his own business. So while he had his day to day job, he kept his eyes open, knew he could start his own venture part time. In doing so he found an unexploited niche in a BIG category. Even though Clayton had no prior experience in the beverage industry, he started Sweet Leaf Tea Co and worked to fill a very obvious hole within the bottle tea category.He selected a few key points of difference: 1) His product would be premium in nature, created with only the best of ingredients. 2) He would build his brand in an authentic way, without traditional advertising. Fast forward 10 years to 2009 and Clayton has gone from selling medical supplies, to selling a multinational conglomerate like Nestle Waters on the idea of investing in his and his teams well guarded brand...which he just did this past month! For anyone who is working on a brand or in an agency and has a desire to one day start their own business, Clayton did it...and as always...success leaves clues! | 5/14/09 | Free | View In iTunes |
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Lewis Goldman, Senior Vice President of Brand Marketing, 1-800-Flowers.com | This brand has the RIGHT to use social media! And is doing it the RIGHT way! As you are planning for 2010, no doubt every brand strategy out there includes 'exploring' how they can use 'social media'. At least every brand we work with is. And for good reason. If you are, then this podcast is for you. As 1-800 Flowers was kind enough to post a few guideposts with us...questions they ask themselves to keep the program on track. A VERY practical lesson for all brands. 1) Is there a LOGICAL link between the brand and the overall concept? 2) Did we create a VIRTUAL VENUE for them to visit to learn more? 3) Did we recruit someone from within the target audience who is an AUTHORITY? 4) Did we give that authority figure some CURRENCY to use? 5) Are we using social media tools that make it EASY for others to share? Where some brands are struggling is that they are jumping right to #5! Lets put up a Facebook fan page, a corporate blog and 'TWEET' out some promotional messages and there you go. This gets you fans (all of which are from your agency) and 10 followers (also from your agency) Some good, practical, applicable learning for any brand. Happy Mothers Day! | 5/7/09 | Free | View In iTunes |
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Seth Greenberg, Director, Online Advertising & Internet Media, Intuit Inc | In just ten years, internet branding and online advertising has surpassed magazine advertising in terms of total dollars invested by brands. During that time, there have been lots of people talking about how national brands should be using the web. Basically, a lot of opinions. Ironically, most of these people have never worked for a big marketer, nor have they ever marketed a national brand. Today, you'll get an opportunity to hear from someone who has been doing it since the beginning - and his track record suggests that he knows what he is doing! Seth Greenberg is the Director of Online Advertising and Internet Media for Intuit, marketers of brands like Quicken and Turbo Tax. On a side note, notice his title...more and more companies are dedicating headcount solely to focus on directing the brand's online marketing and branding investment. In addition to sharing with us how he sold in Vanilla Ice as the spokesperson for an online tax product, (that in and of itself should tell you that he's a good marketer :) ), you will get an insider's look as to what it's like to be responsible for a major online investment. | 4/28/09 | Free | View In iTunes |
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Annie Young-Scrivner, CMO Quaker Foods & Snacks | The Quaker brand is almost 130 years old and was one of the FIRST brands ever advertised. So the question is, how do you keep it relevant for consumers today? CMO Annie Young-Scrivner and her team answered that question through their newest initiative - Go Humans Go. It is a fascinating case study as to how you can take an existing line of products that fundamentally perform with a solid reason to believe and adjust the positioning & the creative positioning concept so that the message gets through in a relevant way in order to increase household penetration and share of requirements. Why is this product for me? Do I like this message? Annie also talks about the importance of shifting the media mix and how it has become as relevant as the new positioning. Great episode...lots to learn from a leader on a big brand inside an even bigger brand (Quaker is owned by Pepsico) Enjoy! | 4/21/09 | Free | View In iTunes |
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Antony Young, CEO of Optimedia | Antony Young, CEO of Optimedia shares his insights from his 20+ years of experience in working with brands like T-Mobile, Nestle, and British Airways, his two recent books, Profitable Marketing Communications, and Strategies In A Downturn, as well as his frequent contributions to Ad Age. | 4/14/09 | Free | View In iTunes |
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Steve Bassett, Senior Vice President Creative Director, The Martin Agency | Steve is the creative director for brands like Walmart and Geico. Lots to learn from a guy who is charged with making the worlds largest corporation and a pop culture phenomenon 'even more creative' Not an easy job...but one he his team are tackling with great success! Steve shares with us his lessons from the client side, how you can leverage barriers to purchase as a source for new ideas and the one key thing that must be present in order to generate wonderfully persuasive work. | 3/16/09 | Free | View In iTunes |
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Martin Lindsrom, Best Selling Author | New York Times's and Wall Street Journal best-selling author MARTIN LINDSTROM is one of the world's most respected marketing gurus. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, advising top executives of companies including McDonald's Corporation, Procter & Gamble, Nestlé, Microsoft, The Walt Disney Company and GlaxoSmithKline. He has been featured in Wall Street Journal, Newsweek, TIME, The Economist, New York Times, BusinessWeek, USA TODAY, 60 Minutes, and more. His previous book, BRANDsense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. Today the author discusses his latest book Buyology and provides insights as to how national brands can apply the lessons he learned from his study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The shocking results will reveal why so much of what we thought we knew about why we buy is wrong. Buyology rewrites the rules of marketing and advertising. Buyology unveils the results of marketing guru Martin Lindstrom's pioneering three-year, $7 million dollar study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The shocking results reveal why so much of what we thought we knew about why we buy is wrong. | 3/2/09 | Free | View In iTunes |
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Jonah Bloom, Editor, Ad Age | As the editor of Ad Age, the world's leading marketing and media publication, Jonah Bloom has become one of the most well known industry experts in the field today. In this episode, Jonah offers his insight into the increased utilization of social media and what it can mean for your brand. He also shares his thoughts as to what gets his attention when seeking content for his publication. | 2/23/09 | Free | View In iTunes |
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John S. Muszynski, Chief Executive Officer, Starcom USA | As the CEO of Starcom USA, John Muszynski has helped build a company at the forefront of leveraging media partnerships to strengthen the brands of some of the world's biggest marketers. Under his watch, Starcom has been named Agency of the Year by Advertising Age (2006) and by Media magazine two consecutive years (2005-06), and consistently receives one of the highest grades in Adweek's annual Report Card ranking. | 2/16/09 | Free | View In iTunes |
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Tim Connors, VP Marketing, Matrixx Initiatives | As VP of marketing for one of the fastest growing OTC companies in the world, we assumed that Tim Connors was marketing his brand a bit differently than most. After all, to post 30% growth at a time when time the majority brands we speak with are cutting their 08 & 09 forecasts is pretty remarkable. In this episode we dive into some of the things that Tim and his brand team are doing differently...shifting their media mix to connect with consumers in new ways, embracing product experience, intelligently testing social media...all around a messaging platform that resonates with and influences consumers to act. | 2/9/09 | Free | View In iTunes |
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Tim Murphy, VP Marketing Absolut Vodka | Tim Murphy is the VP of Marketing for Absolut Vodka, one of the best selling spirit brands in the world. In this episode Tim shares invaluable advice for any marketer or agency professional with respect to how one can successfully adjust a brand's positioning while staying true to its heritage when the market you compete in is fundamentally changing. | 1/26/09 | Free | View In iTunes |
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Steve Mueller, President Outdoor Services | Out-of-home media has become one of the fastest growing segments of the industry in recent years posting gains of 10%+. When you compare this to the declines being experienced across traditional mediums, without question, there is change occurring. Right in the middle of and driving that change is Steve Mueller the President of Outdoor Services Incorporated, one of the largest Out-of-Home Media Management & Communications Company in North America. In this episode, Steve shares with us why this change is occurring and his vision for the future of the industry. | 1/19/09 | Free | View In iTunes |
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Stuart Bogaty, EVP Global Managing Partner Universal McCann | A 15 year veteran of the interactive advertising community, Stuart Bogaty has been instrumental in pushing forward many initiatives in the space. Based on his vast experience he has a powerful vision on the future of communications. In today's podcast, Stuart discusses that vision along with his path through the advertising world and the evolution of interactive media. | 1/12/09 | Free | View In iTunes |
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95 |
Ed Frechette, SVP Marketing Au Bon Pain | As the SVP of Marketing for Au Bon Pain, Ed Frechette focuses most of his efforts on word of mouth, product innovation and product experience. Au Bon Pain has thrived in its category, even while competing against larger players who utilize more traditional outlets. Ed discusses his current role, as well as his experience on the agency side and the years he spent at Dunkin Donuts. | 1/5/09 | Free | View In iTunes |
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96 |
John Adams, Chairman and CEO Martin Agency | John Adams has spent over 30 years at The Martin Agency - his entire advertising career - a rarity in the industry. Under John's leadership, The Martin Agency became the first advertising agency to be named "Agency of the Year" five times by Adweek magazine, the industry standard. In today's podcast he discusses the growth from a regional shop to one of national prominence, and the path he took along the way. | 12/29/08 | Free | View In iTunes |
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97 |
Manos Spanos, Product Director Johnson &Johnson, Neutrogena Division | Originally from Greece, Manos Spanos discusses the path he took through international marketing to his current position as a Product Director at Johnson & Johnson. In this episode Manos touches on the importance of both traditional and non-traditional media outlets, as well as keys to his success which include passion and teamwork. | 12/22/08 | Free | View In iTunes |
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98 |
David Verklin, Chief Executive Officer of Carat North America, the largest independent media services company in North America. | Last year, companies invested almost $200 Billion to advertise their products. Many of these advertisers turn to one company to create the ad itself and another to recommend where that ad gets placed. This is the role of the media services company. David Verklin is the Chief Executive Officer of Carat North America, the largest independent media services company in North America. During our conversation, David shares insight after insight as to the state of the industry, where it's headed and offers outstanding advice that aspiring marketing, media and advertising executives can use to undoubtedly forward their career. | 12/15/08 | Free | View In iTunes |
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99 |
The When of Marketing | One of the most recognized marketers on the planet has a new question he wants his teams to answer. While answering these questions are important: 1) What is the message? 2) Who is the target? 3) How many of them can I reach...how many times? There is a new one that beggs introspection, analysis and consideration. One that will be the future of marketing. | 12/8/08 | Free | View In iTunes |
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100 |
Erik du Plessis, Chairman, Millward Brown SA | We like to think of ourselves as rational human beings but there is no escaping that the way we think and act is triggered and shaped by our initial emotional response to events, and that includes advertising. The Advertised Mind by Erik du Plessis explores the world of advertising, drawing on information about the working of the human brain to suggest why emotion, as measured by ad-liking, is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy that brand. During our conversation with Erik we explore these areas and outline the practical applications for marketers. | 12/1/08 | Free | View In iTunes |
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101 |
Nicole Hayes, Partner and Group Planning Director, Mindshare | Recently named the 2007 Media All-Star Rising Star by Mediaweek, Nicole Hayes of Mindshare finds ways for her consumer packaged good clients to be truly innovative in their use of new media. In today's podcast she shares her experience in pushing the frontier with these new media platforms in a way that resonate with the consumers, bringing the brand to life and making the connection more meaningful for the consumer. | 11/24/08 | Free | View In iTunes |
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102 |
Robert Swaigen, Director of Marketing, Jelly Belly | Peter Drucker once said that all business is either marketing or innovation. And a privately held company that may not be on your radar screen is excelling at both. Rob Swaigen, the director of marketing for Jelly Belly shares with us what he believes defines innovation and how it is actively applied everyday within his organization. | 11/17/08 | Free | View In iTunes |
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103 |
Kendra Hatcher, SVP Director of Consumer Context Planning, Mediavest | As the Director of Consumer Context Planning, Kendra Hatcher's job is to try and understand how consumers engage with, and consume media. And she does it for the #1 global brand in the US. There is a lot to take away and utilize from this episode. | 11/10/08 | Free | View In iTunes |
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104 |
Jeri Yoshizu, Manager Sales & Promotion for Scion | Recently nominated as one of Ad Age's 40 under 40 executives, Jeri Yoshizu has taken a unique path when compared to most marketers. This bodes well for her though, as both her role and the brand in which she works on has taken a unique path when compared to most new product launches. Scion is a fascinating case study and Jeri takes us behind the scenes to understand how she utilizes lifestyle marketing and leverages it as a significant driver of the marketing mix. | 11/3/08 | Free | View In iTunes |
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105 |
Ann Hand, SVP Global Brand Marketing & Innovation, BP | Green Marketing is commanding more and more headlines these days as it seems as though brands, at an ever increasing rate, are trying to capture the attention of the eco-conscious consumer. Ann Hand, SVP of Global Brand Marketing & Innovation, has been building a brand for the past seven years that has at its very essence a value that says if we take from the environment we must give back. In this episode Ann shares with what she has learned and provides us with guidance on what is and what is not Green Marketing | 10/27/08 | Free | View In iTunes |
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106 |
Lisa Weinstein, Managing Director MindShare | As the youngest managing director in the history of one of the largest communications planning agencies, it's no wonder Lisa Weinstein was cited on this years 40 under 40 by Ad Age. You'll love this episode...worth listening twice! | 10/20/08 | Free | View In iTunes |
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107 |
Andy Bubala, Director of Marketing, Sony | Andy Bubala joined the Sony family in 1995, first working at the worldwide headquarters in Tokya, Japan for many years and then moving to the US HQ. His most recent assignment finds him competing and winning in a number of emerging segments that are capitalizing on a macro trend...we are all paying more attention to the music and sounds we listen to. During this podcast Andy shares several interesting insights that touch on the fundamentals of marketing, new ways to connect with a target group of consumers and the retail experience all while providing insight as to how you take your brand to #1. An outstanding episode...one you will want to listen to twice. | 10/13/08 | Free | View In iTunes |
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108 |
Julie Holcombe, Product Director Wyeth Pharmaceuticals | Before joining Wyeth Pharmaceuticals as a Product Director, Julie Holcombe spent 15 years as an advertising executive. She then chose to make the jump to the client side and is now running a billion dollar plus business. In today's podcast Julie discusses the transition, and the importance of forming relationships along the way. | 10/6/08 | Free | View In iTunes |
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109 |
Jill Lajdziak, General Manager of Saturn | Jill Lajdziak began working on Saturn before it was even a brand, today she heads up the team responsible for over $4 billion in sales. Saturn's most recent campaign challenge's Americans to rethink their assumptions. In today's podcast Jill discusses what led Saturn to create this campaign and the challenge of maintaining a brand's values while adapting the strategy to the constantly changing marketplace. | 9/29/08 | Free | View In iTunes |
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110 |
Jonathan Achenbaum, CMO of Global Strategic Marketing for Bayer HealthCare Diabetes Care | Jon Achenbaum turns brands into megabrands. He has worked on, and built, some of the largest brands in the US. Many of which have been in the health and beauty segment...brands like Suave. Can the skills he honed on brands such as these, translate to marketing blood glucose monitors? Can we switch from brand to brand and account to account and still achieve at the highest of levels? Jon answers those questions as well as many others in this insightful episode. | 9/22/08 | Free | View In iTunes |
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111 |
Jay Popli, Senior Marketing Manager, Lunesta | BrandWeek recently named Jay Popli as a Marketer of the Year. No small feat when considering that this award is independently decided on by BrandWeek...no nominating yourself for this one. If you are a marketer you have to be curious as to what makes the very best...well...the very best. And Jay is. Spend some time with this podcast, as it is rich with learning and insight. | 9/15/08 | Free | View In iTunes |
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112 |
Joe Scalzo, President & CEO, WhiteWave Foods | Working at the highest level of marketing for large scale CPG powerhouse companies such as P&G, Coca Cola and Gillette, Joe Scalzo has proven that he is a master of his craft. But he was looking for a change. Almost two years ago, Joe joined White Wave Foods as its President and CEO...now it's the fastest growing food & beverage company in the country. Much to learn from Joe in this episode about the organic food category and how there is a fundamental shift taking place in the world of marketing. | 9/8/08 | Free | View In iTunes |
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113 |
Steve Wallace, Senior Director of Marketing, CV Technologies | After managing brands like Nivea, Gatorade, Uncle Bens and Softsoap, Steve Wallace, a world class cpg marketer, finds himself faced with a new challenge. Take the #1 brand in Canada and launch it into the US. Steve talks about the some of the strategies and tactics Cold FX utilized and breaks down for us what worked and what didn't. Lots of good learning in this episode...enjoy. | 9/1/08 | Free | View In iTunes |
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114 |
Chris Nemeth, Vice President, Global Marketing, The Coleman Company | Whether it was launching the first ever extreme flavored gum or developing the first international strategy for Coors Light Chris Nemeth is a world class, top of the line marketer. His most recent challenge, to wake up a 100 year old brand while convincing consumers to change some of their habits. After listening to this podcast, I don't think you would bet against him! If you are looking for a model to follow for what to do when you start on a new brand, I urge you to listen...listen twice. Everything from generating the initial consumer insights, testing those insights, developing a crystal clear objective which manifests into a new positioning...then onto the creative and the placement of that creative in an integrated fashion. | 8/25/08 | Free | View In iTunes |
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115 |
A profile of the overachieving marketing, advertising & media executive | After interviewing 10 of the most influential executives in marketing, advertising and media, we have taken their collective learning and distilled down the 10 characteristics of the overachieving marketing, advertising and media executive. These are characteristics that you can take and role model in your own profession. We hope you enjoy. | 8/18/08 | Free | View In iTunes |
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116 |
Tom Denford, Director of Communications Planning, JWT | Have you heard of Communications Planning? I have, on more than one occasion, and it made me curious to understand more. Curious to understand how it could impact the $150 Billion dollars that is spent in the US on advertising. Tom Denford is the Director of Communications Planning at JWT, one of the worlds largest advertising agencies. If anybody could explain it to me, it was him...and he did. I think you will enjoy. | 8/11/08 | Free | View In iTunes |
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117 |
Christopher Baldwin, President of U.S Commercial Group, The Hershey Company | Who doesn't love Hershey? Hershey bars, Reese's, Twizzlers, they even own Ice Breakers. Great brands for sure. But what is most remarkable is that you can find them almost anywhere. That is the job of the President of Hershey's U.S. Commercial Group, Chris Baldwin. His focus is on reaching the consumer at the point of consumption. | 8/4/08 | Free | View In iTunes |
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118 |
James White, Senior Vice President of Consumer Brands, Safeway | Safeway, the 2nd largest supermarket chain in North America is one of the first to build a consumer packaged goods company within its company. Senior Vice President of Consumer Brands, James White, views creating Safeway branded products in the same way as he did at Gillette, Nestle Purina Petcare, and Coca-Cola. This podcast provides a rare opportunity to hear from someone on the retail side, discussing the process of building individual brands that compete with icons such as Kraft, Campbell's and Kellogg's. | 7/28/08 | Free | View In iTunes |
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119 |
Part 2 - Jon Mandel, Chief Executive Officer, Nielsen Connect | With 32 years of experience in the media business, Jon Mandel recently started on a new career path as CEO of NielsenConnect. One of the most influential and well known media buying executives in the industry, Mandel will now be focused on providing measurement tools for today's marketers. In this week's podcast Mandel addresses the challenges marketers face in measuring non-traditional media, and the balance between creative and media services agencies. | 7/21/08 | Free | View In iTunes |
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120 |
Part 1 - Jon Mandel, Chief Executive Officer, Nielsen Connect | With 32 years of experience in the media business, Jon Mandel recently started on a new career path as CEO of NielsenConnect. One of the most influential and well known media buying executives in the industry, Mandel will now be focused on providing measurement tools for today's marketers. In this week's podcast Mandel addresses the challenges marketers face in measuring non-traditional media, and the balance between creative and media services agencies. | 7/14/08 | Free | View In iTunes |
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121 |
Connie Garrido, Chief Strategy Officer, Kinetic North America | In building the largest non-traditional media agency in the U.S., Connie Garrido advises brands on how to utilize this new, powerful tool. In today's podcast she addresses the challenges brands face with media fragmentation, as well as how to bring a brand to life through engagement. Connie also shares her philosophy of business and the lessons that have stayed with her throughout her years in the media industry. | 7/7/08 | Free | View In iTunes |
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122 |
Carl Johnson, Chief Strategy Officer, Campbell Soup | As a key player in the turnaround of the Campbell Soup Company, Carl Johnson has learned in order to have success in brand marketing you must always keep the consumer in mind. Today, Carl discusses the three areas to focus on when marketing a brand as well as the effects of media fragmentation. With his diverse background in working not only with the Campbell Soup Company, but Kraft, ConAgra, Cadbury Schweppes, and others, Carl's advice will prove invaluable. | 6/30/08 | Free | View In iTunes |
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123 |
Jeri Finard, Executive Vice President & Chief Marketing Officer, Kraft Foods Inc. | As CMO for the largest Food and Beverage Company headquartered in North America, Kraft Foods Inc., Jeri Finard provides key insights in to the consumer packaged goods industry. In today's podcast Jeri discusses launching a new brand into the market, integrating the new brand into the current company, as well as the importance of in-store environment. With her vast experience, Jeri provides feedback on the lessons she has learned during her many years at Kraft Foods and advice for those looking to take a similar career path in brand marketing. | 6/23/08 | Free | View In iTunes |
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124 |
Peter Klein, an officer of Gillette; instrumental in the sale to P&G | The largest global Consumer Products Industry Deal to Date was the sale of Gillette to Procter and Gamble. Peter Klein played a pivotal role in the deal, as well as many others in the consumer products industry. You don't get a chance to be a player in discussions like that unless you are among the best marketers in the U.S. In today's podcast, Peter discusses today's challenges in marketing a brand, characteristics of a high potential candidate, as well as advice for those looking to move ahead or break into the brand marketing, media, and advertising industry. | 6/16/08 | Free | View In iTunes |
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125 |
What is Brand Fast-Trackers? | Brand Fast Trackers is a weekly podcast focused on helping you become a top marketer. Whether your specific discipline is advertising, media or brand marketing, the goal is still the same...to build brands and sell more product. Each week we will speak with some of the best in the business working on some of the biggest brands in the world. We will all collectively learn from those who are doing it every day...not those who are talking about it, but those who are doing it. If you are passionate about marketing, are passionate about your career and want to be the very best, we think you will love this podcast. | 6/15/08 | Free | View In iTunes |
| Total: 125 Episodes |
Customer Reviews
One of the best podcasts on marketing
Mr. Martin engages some of the most accomplished marketing talent and brand strategists. Martin brings the conversation into focus through great questioning and insightful follow-up comments. Brand Fast-Trackers is a podcast with rich learning in each episode.
Excellent Content
I have listened to this podcast since the first week it was up. Please keep up the excellent work. The guests are A+ and speak very candidly and openly. I can’t find this type of content anywhere.
Excellent and Informative
A dynamic, enlightening podcast with outstanding guests, this podcast is a must-listen for up-and-coming marketing professionals. Mr. Martin demonstrates his own expertise while asking thought-provoking questions of the industry's top minds. Their answers are insightful and often entertaining. While young marketers are best-served by this podcast, seasoned professionals would do well to listen also, particularly in these uncertain times for our industry.
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