Business

May The Best Brand Win

Marketing has its good points and bad points and depending on how it’s used can either build or destroy brands and companies. May the Best Brand Win will look at what’s happening each week in marketing, branding and public relations and discuss the good, bad and the really, really ugly. Guests will include marketing executives from leading companies, agencies and even some celebrities.

Marketing is an ever-changing topic and you’ll want to be sure to tune in so you know the very latest and best ways to reach your audiences and avoid the many mistakes we see on a weekly basis.

For more info visit www.robertsoncomm.com

Latest Episodes:

01/13/17 Episode 39: Happy New Gear! Jan 14, 2017

Show notes

You did well in 2016. You pushed it hard and you relaxed. Now it’s 2017 and we have a new president, new trade shows, new business and you’ll have to find that next gear to go faster, do more and remain in the lead. In this episode we’re going to talk about companies who are finding a new gear in 2017 with their marketing and communications and how YOU can do the same! We’ll also see who’s winning and losing this week so join the happiness, join the fun and learn a thing or two.

12/16/16 Episode 38: 2016 Marketing in Review Dec 16, 2016

Show notes

Another year and what has marketing learned? Yeah, not very much. But, we still have hope that the rest of them will catch up to us and start doing better marketingin the New Year. On this year recap show, we’ll discuss the stories and trends that shaped 2016 from a marketing perspective and we’ll discuss who’s getting their last wins and losses logged for 2016. Join me for an entertaining and educational look back at 2016 on this week’s May the Best Brand Win on Entertalk Radio!

12/09/16 Episode 37: Being Different Dec 10, 2016

Show notes

Different…Differentiated…Not the same as everyone else who does what you do…. This is what great marketing tries to do. We do it because if there’s only one choice in the “you” category at the store, then the one they pick is probably going to be “you.” (insert cash register cha-ching sound here) This week’s show will tackle the topic of how and why we differentiate brands and will give you some tips about how you can set yourself apart from your competitors brand-wise. We’ll also drill into who’s winning and losing this week and it may not be the best show in the world, but you can be sure it’s gonna be different.

11/02/16 Episode 36: Learning About Relations Dec 02, 2016

Show notes

This isn’t the “when a man loves a woman, they share a very special kind of hug” talk, but it’s important nonetheless. Managing great relationships is the goal of all comms programs so in this episode we’re going to tackle how this is done both with client relationships (external and internal) and with the audiences we’re trying to reach. Get ready to change your relationship status from “it’s complicated” to “oh, I’ve got this” as we hit this topic and also discuss who’s winning and who’s losing the wonderful technicolor world of marketing and communications.

11/18/16 Episode 35: Going All Guerrilla Nov 19, 2016

Show notes

In 1984, the groundbreaking book Guerrilla Marketing changed the way brands thought about the traditional rules of getting the word out. But as the mullet of Entertalk Radio’s Paul B. will attest, 1984 was a LONG time ago and we should probably figure out what it mean to “go guerrilla” in 2016-17. Of course, we’ll also talk about who’s winning and losing in this pre-Thanksgiving special heartwarming episode of May the Best Brand Win where everyone learns a valuable lesson. Save me a drumstick!

11/11/16 Episode 34: Ethical Marketing Nov 12, 2016

Show notes

Here’s one for you. Do you think it’s ethical to persuade someone to do or buy something, even if it’s something they don’t want? Like so many things in marketing, I think the answer is a resounding “it depends.” I know, spoken like a true consultant. …But hear me out. Ethics in marketing is really an area of applied ethics which deals with the moral principles (yes we have them, why do you ask?) behind the operation and regulation of marketing. This area covers fun stuff like: invasion of privacy, stereotyping, targeting (and re-targeting) the vulnerable, excluding potential customers from the market and pricing ethics.When you think hard about how to persuade human beings you realize it’s not going to be easy. Getting into and out of consumers’ heads is a very messy business because our brains most of the time resemble Times Square on New Years Eve. It’s lit-up, exciting and electric, but watch where you step. (gross).The problem with the lion’s share of marketing approaches I see is they lack actual thought and are treated more like a to-do list of boxes to check rather than a series of steps that lead to the goal of persuasion. But it doesn’t have to be that way. A little thought, a little empathy and application of the The Golden Rule will get you quite far. Here’s a few tips —
Understand from the beginning that your presence is neither requested nor welcomed. Your message is an interruption. Now, with that in mind, earn your place in their minds and it better be great. (or don’t send it out).
Always take long-term relationships over short-term sales
Look for ways to attract people to your brand and not have to interrupt them so much.
If it feels wrong to you, just don’t do it. Marketers were given this intuition for a reason.
Listen to your consumers twice as much as you talk. Your insight about how to serve them will most likely come from them and the tools we have today allow you to listen like never before.
Here’s one for you. Do you think it’s ethical to persuade someone to do or buy something, even if it’s something they don’t want? Like so many things in marketing, I think the answer is a resounding “it depends.” I know, spoken like a true consultant. …But hear me out.
Ethics in marketing is really an area of applied ethics which deals with the moral principles (yes we have them, why do you ask?) behind the operation and regulation of marketing. This area covers fun stuff like: invasion of privacy, stereotyping, targeting (and re-targeting) the vulnerable, excluding potential customers from the market and pricing ethics.
When you think hard about how to persuade human beings you realize it’s not going to be easy. Getting into and out of consumers’ heads is a very messy business because our brains most of the time resemble Times Square on New Years Eve. It’s lit-up, exciting and electric, but watch where you step. (gross).
The problem with the lion’s share of marketing approaches I see is they lack actual thought and are treated more like a to-do list of boxes to check rather than a series of steps that lead to the goal of persuasion. But it doesn’t have to be that way. A little thought, a little empathy and application of the The Golden Rule will get you quite far. Here’s a few tips —
Understand from the beginning that your presence is neither requested nor welcomed. Your message is an interruption. Now, with that in mind, earn your place in their minds and it better be great. (or don’t send it out).
Always take long-term relationships over short-term sales
Look for ways to attract people to your brand and not have to interrupt them so much.
If it feels wrong to you, just don’t do it. Marketers were given this intuition for a reason.
Listen to your consumers twice as much as you talk. Your insight about how to serve them will most likely come from them and the tools we have today allow you to listen like never before.
Dale Carnegie said, “a man convinced against his will, holds the same opinion still." There’s a whole lotta truth right there for us marketers.
Persuasion is the very subtle and gentle art of getting your audience to do and think the things that will benefit your brand. But there is an ethical and dare I say “respectful” way to do it that will get you what everyone really wants — strong long-term relationships leading to ongoing business and brand loyalty.

11/04/16 Episode 33: Storytelling Nov 04, 2016

Show notes

Once upon a time in a land far, far away, there was a young and good-hearted marketer who wanted people to notice the things his client (or organization for whom he worketh) was promoting. He tried everything, ads, promos, e-mails, texts even twirling signs on the sidewalk (ok he didn’t do that). But he realized that his marketing was lacking something. Something very powerful. So powerful it should be guarded by a dragon and a lake of fire, yet it was there all the time, like magic. Our hero needed to find and unleash the magical power of story. Will he discover it in time before all credibility and trust has been destroyed by all of that other marketing stuff? Tune in to this episode and find out all while learning about the power of storytelling in your marketing. And if you’re good, you can have milk and cookies afterwards as we all learn about who’s winning and losing and then take a well-deserved nap. (Nap, milk and cookies not included).

10/28/16 Episode 32: Marketing Encouragement Oct 28, 2016

Show notes

Marketing is tougher than ever here in 2016 and there you are trying to make it work, trying to connect, create long-term relationships and rock the house against a backdrop of “the others” who are doing everything they can to destroy what little credibility marketing has left. Today’s show I’m going to offer some marketing encouragement and talk about a lot of the things I think we have hope to turn this thing around. Of course we’ll also review who’s winning and losing this week in marketing communications. Tune in and leave entertained and hopefully encouraged.

10/21/16 Episode 31: Twisted Communications Oct 21, 2016

Show notes

You meant to say X, but it came out a whole bunch of Y? I’ll tell you why in this episode as we examine how to deal with communications when the meaning of your brand’s message gets twisted. We’ll also go over who’s winning and losing this week in MarCom so join me for a truly twisted experience!

10/14/16 Episode 30: A Failure to Communicate Oct 15, 2016

Show notes

You get out your arrow, sharpen it, place it on the string, pull back perfectly, let it fly and what the heck! You missed! How is that possible? You did everything right and still missed the target. Well, it happens and actually, it happens quite often. So we’re going to talk about it — what happens when we fail at communications, what’s next? And of course we’ll discuss who’s winning and losing in the world of MarCom. Learn how to be more successful by analyzing some epic fails on this week’s episode of May The Best Brand Win on Entertalk Radio.

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