Stay ConnectedThe Rebrand Podcast tells the stories of the world’s most impactful brand campaigns, as told by the Brands & Agencies who built them. In each episode, you’ll hear about the strategy, framework, launch, & lifecycle of a world-changing marketing campaign.
Host: Scott Harkey – Founder of OH Partners – Ranked by AdWeek as a Top 10 Fastest Growing Agency in North America. OHpartners.com
Producer: I Hear Everything. We connect brands & content creators with their target audience. iheareverything.com
Brands like Crocs that do influencer marketing right are getting tremendous results, but there's one problem, influencer marketing, by nature, isn't a scalable marketing channel. So how do you leverage it to a good effect as Crocs did? What type of results should you anticipate? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses Crocs targeting gen z with influencers. Show Notes
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Marketing agencies can do much more than they are right now, whether helping to run a campaign to reposition a brand like Evite or turning cash flow into private equity for sustainability. The only drawback is that they are dropping the ball on one critical area of business - data, and no, it's not what you think. Want to find out more? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses repositioning Evite and turning agency cash flow into equity. Show Notes
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The days when brands are doing NFTs to win some awards and get a bunch of impressions and earned media are over. We're moving into this web 3.0 with real-life utility activations that make sense for your audience in thousands of different ways. Some top brands are already taking the lead. How can you learn more and join in? Listen to Matt Wurst, Co-Founder and CMO of Mint, as he discusses how top brands use new technology to build stronger relationships between brands and consumers. Show Notes
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There's a reason why mid, large, and super-large brands understand how to monetize their owned audience more. As social platforms push down the level of engagement and email open rates get lower and lower, finding ways to use technology to engage your existing loyal customers and convert fringe customers is critical. That's what web3 and minting tokens for gamification are promising. How do you get started? Listen to Matt Wurst, Co-Founder and CMO of Mint, as he discusses building simple brands from complicated topics such as web3 and minting tokens. Show Notes
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Marketing is the least homogeneous function in the company. It is a multifunction role that requires experience and practice across functions. If you can write your marketing into the financial story, you have a lot more credibility. But how? Listen to Mike Linton, Former CMO of Ancestry, discussing how the Best Buy CMO aligned the company's KPIs with compensation. Show Notes
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Marketing is the most scrutinized job. The company pays attention to every piece of marketing you do, and sadly, consumers do not. How do you show the company from the consumer perspective that your marketing efforts are working? How do you get everyone on the marketing team to see how their diverse functions contribute to the whole that consumers see? Listen to Mike Linton, Former CMO of Ancestry, discussing the consumer scorecard for CMOs to succeed. Show Notes
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Remember that iconic Long John Silver campaign and how they found unprecedented sustainability messaging? Do you know how it worked and how they came up with it? In a marketing world flooded with so many players and so few authentic creatives, what's the way forward? Listen to David Fischette, CEO of Go West Creative, discussing the rationale behind the successful Long John Silver brand campaign and more! Show Notes
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Sexy Hair secured the rights to a likeness of Marilyn Monroe for a two-year campaign to be the face of the Sexy Hair brand. What was the thinking behind such a bold move? And what brand and retail value did the Marilyn Monroe moments generate? Listen to David Fischette, CEO of Go West Creative, as he shares the inside story behind the successful recreation of Marilyn moments for Sexy Hair. Show Notes
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Want to build a global brand? Being global doesn't happen until you build upon your local successes. You need all stakeholders' attention, time, and commitment to flesh out your area of differentiation and then build on it with a clear brand-building strategy. Need more details? Listen to Jeremiah Glodoveza, Senior Vice President, Marketing and Communications of Nium, discussing how they built a global brand from scratch. Show Notes
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When it comes to sports sponsorship, everybody in marketing has a take on it. There have been successes, wasted money, and everything in between. How have some brand marketers found success in sports sponsorship? Listen to Jeremiah Glodoveza, Senior Vice President, Marketing and Communications of Nium, discussing the ins and outs of international sports marketing. Show Notes
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Are you an early-stage company preparing to go to market, or a brand already in the marketplace but struggling to find the right marketing mix, balancing performance marketing and brand building, finding a CPA model that works, and more? Listen to Brad Simmons, Former CMO of Figure, discussing brand building, blended marketing, and marketing mistakes to avoid. Show Notes
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In a competitive industry with little to no product differentiation, how do you take a new brand to the market and be successful? SoFi and Figure are excellent examples from the fintech space. Want to get insider info about how they pulled it off in such a short time? Listen to Brad Simmons, Former CMO of Figure, discussing the epic rise of the SoFi brand. Show Notes
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Marketers are already spending a lot on producing, publishing, and distributing content. What would their marketing outcomes look like if they had to invest in film production rather than product placements? With the rising cost of Superbowl and Tv ads, how can marketers leverage both cost-effectively? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses the King Hawaiian feature film starring Mark Hamill and lessons learned. Show Notes
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There's no question that celebrity-backed brands have the edge over competitors. However, getting a celebrity to back your brand as a small business is no easy feat. Why do stars endorse brands, and what impact can you expect from that partnership? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses how PGA star Rickie Fowler impacted their brand. Show Notes
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Like the Patagonia brand, there are many brands doing brand marketing right. But like Rivian, some brands hurt their products through poor brand marketing. What are the odds that your company is doing brand marketing correctly? Which brands can you model? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why Patagonia and others are models for doing brand marketing well. Show Notes
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Wine is a tough category with crazy competition, and differentiation is a struggle because there are similar grapes and winemakers and similar tastes. Yet some wine brands are more valuable than others. Why is brand value crucial to the wine industry? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why brand value is the wine industry's juicy topic. Show Notes
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When people talk about brands, they mean 1000 different things. But what is a brand, and why do marketers struggle with brand marketing? How is Patagonia doing it that is making them stand out in the marketplace? To know more about these, listen to Alex Chrisman, Creative Director at Alta Co, as he discusses why marketers don't understand brand marketing. Show Notes
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As marketers, we often need to wear many hats to get results from our marketing efforts. One of the many things we do is stay up-to-date with trends. When it comes to building celebrity brands, what at the trends in the marketing space, what’s working and what’s not? Listen to the conversation as Lanie Shalek, the Director of Growth Marketing at Jobi Capital, discusses trends in building celebrity brands. Show Notes
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Celebrity and brand partnerships can be an expensive slippery slope, especially if there's no product-celebrity fit. How do you identify products for the right celebrity? What should your go-to-market strategy be in a saturated market? Who better to learn these things from than someone who has been finding the proper product categories, matching them to the right celebrities, and funding the go-to-market? Listen to the conversation as Lanie Shalek, the Director of Growth Marketing at Jobi Capital, discusses building celebrity brands. Show Notes
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Early-stage companies must be able to communicate. What is the thing you want people to know about you? If they can get to know one thing about you, what's that thing? You need to be able to articulate that as leadership; otherwise, if you can't, how is your sales team going to do it? Listen to Brendan Dell, Messaging Expert and Tech Executive, as he discusses diversifying Expedia in crowded skies. Show Notes
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The biggest mistake people make with messaging is a lack of clarity. But to get clarity, everybody needs to be aligned, sales, marketing, board members, and investors, on where exactly you're going to win and how you're different. Want to know more about this immutable framework of high-impact messaging that works? Listen to Brendan Dell, Messaging Expert and Tech Executive, as he discusses the 12 immutable laws of high-impact messaging. Show Notes
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The CMO role is constantly under pressure, with many lasting less than two years. How can marketers turn this situation around? As a CMO, you also have to partner with different agencies; how do you drive alignment rather than competition? What is the future of marketing, and how do you future-proof your career? Learn about these and more from a former CMO at Ancestry, eBay, and Farmers Insurance. Listen to Mike Linton, former CMO of Ancestry, as he discusses why the best marketers CMO'ed eBay. Show Notes
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Marketing is not a democracy. Do not let the C-suite vote on marketing decisions because they'll overvote and change the story faster than a consumer can absorb, and you'll still be responsible. But how do you negotiate for and retain your decision right? If you want to learn about corporate marketing, how to keep your job, how to do a good job, and how to fail, this episode is for you. Listen to Mike Linton, former CMO of Ancestry, as he discusses rationalizing Best Buy's Geek Squad. Show Notes
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Sports sponsorship can be a great way to build and establish your brand in the community, but if done traditionally, it can become a revenue consumer with little to show. State Forty Eight is one of the few emerging fashion brands that have leveraged sports sponsorships to good effect and picked up lessons along the way. Listen to the conversation as Mike Spangenberg, the CEO & Co-Founder of State Forty Eight discusses how sports collaborations build fashion brands. Show Notes
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There's so much competition in business today, but if you're authentic and people see that you're not in for a money grab, people gravitate toward your brand. That's how State Forty Eight has been leveraging its genuine love for Arizona to build a multi-million dollars fashion brand. It's a story you don't want to miss. Listen to the conversation as Mike Spangenberg, the CEO & Co-Founder of State Forty Eight, discusses how leveraging Arizona Pride has helped his clothing brand startup to early success. Show Notes
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So many fantastic new products are coming into the CPG space, and many more categories, such as organic and natural ingredients in beverage drinks, are here to stay. One thing that is common among these outstanding brands is innovation. Fiji Water is one of the innovative brands in the CPG space everyone loves. What are their ingredients for success? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders, discusses why the world loves water from Fiji. Show Notes
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The CPG space is super competitive, with minimal differentiation between brands, but that slight difference is often a game changer. Earning that brand and product differentiation starts with creating a functional product backed by excellent distribution. Assuming you've nailed down a functional product, how do you bring it to the mainstream in a highly competitive market as Zico Coconut Water did? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders discusses bringing Zico Coconut Water mainstream. Show Notes
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eBay is a classic example of how to build a brand and how to ruin it. It exemplifies that you need to become a well-rounded business person to transition from being a good marketer to a great marketer. You have to be able to think about talent, competition, differentiation, focus, and some of the basic finance and how they align and impact your work as a marketer. Want to find out more? Listen to Benjamin Shapiro, Founder & CEO of I Hear Everything, as he unpacks the rise and dip of the eBay brand and lessons for marketers. Show Notes
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What comes to mind when you hear the brand name NFL? It's become such a powerful brand in the U.S. through exceptional marketing, and your company can learn from it. For example, the power of alignment: where everyone on the team is saying and doing the same things. Want to know more? Listen to Benjamin Shapiro, Founder & CEO of I Hear Everything, and Scott Harkey, the Founder of Harkey Group, as they peel off the layers of the NFL and dissect what makes it such an exceptional brand. Show Notes
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You've heard a lot about Netflix. You've heard a lot about advertising channels, but have you heard about these in-game ads? They're everywhere, but many media buyers miss the boat on potential mobile app gaming advertising opportunities. At the same time, other brands do things successfully in this space. What's in the world of in-game advertising, and how is Zynga helping brands take advantage? Find out more in this conversation as Gabrielle Heyman, the Global Head of Brand Partnerships at Zynga, discusses how Zynga is changing the ad world and how to leverage mobile games app advertising. Show Notes
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Gaming is a stress-free zone where gamers are more receptive to ad messages and convert at a high level. Top brands like Maybelline are taking advantage, but many stereotypes are putting off so many brands. For one, there are more female than male mobile game players. Many mobile game players do not consider themselves gamers, so many brands miss the chance to add in-game ads to their media buying mix. Zynga is changing that narrative and opening up the space. Find out more in this conversation as Gabrielle Heyman, the Global Head of Brand Partnerships at Zynga, discusses how Zynga is defeating gamer stereotypes. Show Notes
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Are you considering adding PR to your marketing mix but unsure what to expect and how to choose the right PR partner? Today's guest offers insights and shares how Hulu used PR as a launchpad for their original shows. Want to find out more? Listen to Nicole Rodrigues, the CEO, and Founder of NRPR Group, as she discusses leveraging PR and why and how Hulu launched original shows. Show Notes
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If you're a mid-size company or a startup, and PR is not part of your marketing mix, you're sacrificing the future credibility of your company. The best part is PR isn't go-big or go-home as some will make you think. Want to find out more and how Yahoo leveraged it? Listen to Nicole Rodrigues, the CEO and Founder of NRPR Group, as she discusses the secrets behind Yahoo's first mommy blogger campaign and the power of PR. Show Notes
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Today's business environment demands more from businesses. It's not enough to make a great product or offer excellent service. Your business needs to become a force for good, whether it is volunteering, beach cleanups or offering scholarships to underrepresented community members. Using your business to make an impact is good for business, the soul, and the community. Find out more as Seth Streeter, Founder & Chief Impact Officer, discusses using your business as a force for good. Show Notes
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Are you in a boring industry like financial services, where everyone is doing and saying the same things with little to no differentiation? How do you sail out of such a sea of sameness? Here's a clue: track down your customer's most challenging pain point. There's more. Listen to Seth Streeter, Founder & Chief Impact Officer, as he discusses how he differentiated his financial services business and grew it to $5 billion in asset value. Show Notes
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Developing the goalie mentality can be beneficial for CPG brand success. Goalies need to remain focused on the task at hand and to think strategically about their goals. The same applies to CPG brands. Listen to Brad Charron, CEO of Aloha, about applying the "Goalie Mentality" to CPG brand success. Show Notes
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What does it take to re-found a brand and still be competitive? If you're a CPG marketer, you know the competition is brutal, from the operations side to distribution and shelf space. As a smaller CPG, there's only one way to stand out and run a sustainable business: profit and purpose. Want to find out how ALOHA is doing it? Listen to Brad Charron, CEO of ALOHA, as he discusses how he and his team have rebuilt ALOHA into a profitable enterprise. Show Notes
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Marketing is beyond the front-facing communication of branding and campaigns. And when you're in a hyper-competitive environment, you need the Steve Wynn genius to win. It is the idea that quality attracts quality to the extent that people were so proud of the hotel brand he built they wanted to buy the hotel's sheets and shirts. How do you replicate such phenomenal marketing in your space? Listen to John Schadler, Managing Director of Harkey Group, as he discusses the golden nuggets of Las Vegas entertainment strategy. Show Notes
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There's so much to learn from Vegas, what that town has done, what people like Steve Wynn have done, and what has been built there. And it's been manufactured from nothing with hardly any assets. Want to find out what went into creating what Vegas is today? Listen to John Schadler, Managing Director of Harkey Group, as he discusses how Las Vegas leveraged an entertainment icon as a brand ambassador. Show Notes
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Are you a new brand getting on Amazon, and want to know the percentage of your sales that should come from ads? Do you want to know what it takes to hit millions in sales on the platform? Get answers when you listen to Will Haire, Co-founder, and CEO of BellaVix, discuss the type of brands that succeed on Amazon and how they do it. Show Notes
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Amazon is a massive platform, and it can be a test, scale, or money-making channel, depending on your needs. But if you're a new or growing e-commerce brand, there are common mistakes you should avoid if you don't want your growth to stagnate and start to plateau. What are these mistakes, and when do you seek outside help? Listen to Will Haire, Co-founder, and CEO of BellaVix, as he discusses protecting your eCommerce brand. Show Notes
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We are in a belief economy, and brands are evolving with culture constantly at a breakneck pace. Brands like Dove that recognize this are running purposeful campaigns like the reverse selfie campaign, while those that don't get it, like American Apparel, fizzle out. How do you align your brand to leverage the belief economy as Dove did? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses Dove's reverse selfie campaign. Show Notes
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In today's marketing climate, people expect brands to demonstrate their purpose. As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. IKEA realized this and used it to build its brand. How? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses how Ikea branded downtown living. Show Notes
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Differentiating a consumer product in a crowded category like energy drinks is a make or mar task. Many brands have come into the category but fizzled out almost as quickly as they launched. But Celsius Energy Drink has differentiated itself as one of the top four brands in that category. Do you want to go behind the curtains to see how they did it? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses differentiating the Celsius Energy Drink and more brand marketing insights. Show notes
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Branding isn't a different animal when it comes to b2b. Like b2c, b2b buying decisions are based on emotions first, then logic afterward. If that's true, how do you brand your b2b company to have a head, heart, and body? What are the common mistakes b2b brand marketers make, and what are some examples of brands doing brand right? Listen to Scott Baradell, the CEO of Idea Grove, as he discusses b2b branding lessons. Show Notes
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People think getting media coverage or PR is about awareness and visibility, but it is genuinely trying to leverage the trust or credibility of different media outlets. But the media is fragmented, and the information sources people trust differ. How do you understand your customers and non-customer audience trust signals and leverage them to grow your brand? Listen to Scott Baradell, the CEO of Idea Grove, as he discusses understanding trust signals and building a trust profile for your brand. Show Notes
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Brand marketing vs. performance marketing, how can your brand win? Both. You can't have the brand without the performance; without the brand, you can't have the performance. But how do you get your brand building to drive your performance marketing, and how do you leverage performance marketing to build your brand? The Dollar Shave Club is a great example. Listen to Dave Fink, the Co-founder, and CEO of Postie, as he deconstructs Dollar Shae Club's viral ascent. Show Notes
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Has your brand worked so hard to drive brand awareness., get people to join your CRM, email list, and buy a product? Are you looking for a different way to engage your customers and drive revenue-generating actions? You can leverage your CRM as MeUndies did, but first, there are attributes of your CRM you're overlooking. Listen to Dave Fink, the Co-founder, and CEO of Postie, discuss how MeUndies exposed the power of its CRM through direct mail. Show Notes
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With the average American consumer receiving 5000 to 7000 promotional messages daily, competing through digital channels is competitive. And when you consider that a consumer needs to see a marketing message 22 times a month before converting, the revert to direct mail for many brands becomes highly justified knowing there's much less competition. However, how do you personalize direct mail and make it as measurable as any digital channel? Listen to Dave Fink, the Co-founder, and CEO of Postie, discuss how Buca di Beppo broke through the noise to connect with prospects in a highly successful campaign using direct mail. Show Notes
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When Tamara Mellon wanted to launch into the luxury footwear market, they knew they had to make a statement and inspire excitement among female buyers, so they chose to go experiential. The concept was a rainbow shoe wall national campaign. What was the result, and how did they pull it off quickly? Hear all about it as Laurel Mintz, Founder and CEO at Elevate My Brand discusses the campaign success behind Tamara Mellon's first steps into luxury footwear. Show Notes
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Experiential marketing is making a forceful return post-pandemic, and many brands are including it in their marketing mix. What can these companies expect from taking their brands on the road? How should you think about experiential marketing, and what results can you expect? Listen to Laurel Mintz, Founder, and CEO at Elevate My Brand, as she discusses how to grow engagement by taking a brand on the road. Show Notes
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When the Arizona Lottery first launched its fast-play game, it did not do so well for many different reasons. It had to decide to shut it down or revamp it. Fast forward a few years later, that same nothing game was turned around and has become a 45 million dollars generating game; what changed? How are they keeping customers engaged and extending their lifecycle? Find out more in this conversation as Chris Rogers, the Deputy Director, Marketing and Products at Arizona Lottery, discusses turning a failing product into a 45 million dollars generating one. Show Notes
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The Arizona Lottery has increased its revenue from $700 million to $1 billion in a short time. One of the products behind its revenue is the Arizona Adventure which has sold over 3 million tickets. What is driving these tremendous results for the lottery brand? How are they creating products that people love and creating campaigns that convert? Listen to the conversation as Chris Rogers, the Deputy Director, Marketing and Products at Arizona Lottery, discusses creating opportunities to win, giving back to local communities, and more. Show Notes
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Are you buying a brand on Amazon or trying to rebrand one? Do you know the complexities and what to expect? Today's guest takes the curtains off what it takes to rebrand a product on Amazon and why the poop like a champion brand is a daring example. Want to glean real insights from a hands-on brand marketer? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about the rebranding process of the poop like a champion brand on Amazon. Show Notes
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At some point, every brand executive has to decide whether to launch into new markets or expand existing services or products. The latter is a nightmare for marketing executives. How do you launch into new markets and establish? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about her former job at ClassPass and how she took the brand into 15 different markets. Show Notes
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Effective SEO is that need-to-have service that casts big shadow businesses can't wish away. You either take the pain to do it and get the results, or you're feeling the pain of no eyeballs to your business. But how do you make SEO work for you like the plumber whose content marketing got national attention? Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he discusses the four main ingredients of SEO and how a plumber used them to get national attention. Show Notes
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Many marketers are obsessed with getting their brands to rank on Google search result pages but forget one critical thing, after getting your brand to rank, what next? Does the resulting traffic automatically turn into revenue? There's a lot to unpack in what Dignity Memorial did, turning their SEO traffic into millions of dollars using the "Send flowers" button. Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he talks about turning SEO traffic into revenue using Dignity Memorial's "Send flowers" button as a case in point. Show Notes
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Your company is one huge marketing bet away from becoming a mega-brand; will you take it? Do you have the creative? Does the data give you the courage to take that bet? As exemplified by Rocket Mortgage's Superbowl campaigns, a lot goes into that process, and their CMO was on hand to tell all about it. Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about how the NFL has helped Rocket sell mortgages. Show Notes
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It's every marketer's dream to build a brand that becomes a household name in fame and sales. Some marketers think it is about following the data and experimenting, while others believe the creative side of marketing is more important. Whichever group you belong to, here's a question: would you take a 20 million dollar bet on a 60 seconds Super Bowl ad spot, and how will you make it work? Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about the science, art, and courage of building the Rocket Mortgage brand. Show Notes
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Professionals in cybersecurity are super-smart people, but the most important thing to remember is that they are people. How do you build your cybersecurity brand to appeal to the human side of these techy and savvy professionals? How do you take away their risk concerns and make them trust you? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she unpacks the layers of brand building in cybersecurity. Show Notes
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Starting a brand from scratch is one thing, but refounding a brand with at least three hundred customers is the next level. It promises a potential 485% growth rate, as Panzura recorded, but the question is, how do you refound a brand? What is the ethos to consider, and what does the process look like? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she discusses the ethos of refounding your brand. Show Notes
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Brands like Crocs that do influencer marketing right are getting tremendous results, but there's one problem, influencer marketing, by nature, isn't a scalable marketing channel. So how do you leverage it to a good effect as Crocs did? What type of results should you anticipate? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses Crocs targeting gen z with influencers. Show Notes
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Marketing agencies can do much more than they are right now, whether helping to run a campaign to reposition a brand like Evite or turning cash flow into private equity for sustainability. The only drawback is that they are dropping the ball on one critical area of business - data, and no, it's not what you think. Want to find out more? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses repositioning Evite and turning agency cash flow into equity. Show Notes
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Although the CBD space is still under regulatory scrutiny, one brand is already well positioned as a leader in the space for when CBD receives a nutraceutical status. Through a mix of traditional media marketing and retail sales, Kadenwood is the leading CBD brand on CVS and holds a sizeable market share. What is the story behind their growth and strategy that does not involve direct response marketing and social media? Listen to the conversation as Todd Davis, the former CEO of LifeLock and Executive Chairman of Kadenwood, discusses how they have grown the Kadenwood brand, their marketing strategies, and lessons so far. Show Notes
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Building a brand is complex and expensive. For a startup with a small budget, you’re almost paralyzed by conflicting demands. How do you cut through the noise and get attention on a shoestring budget? Listen to the conversation as Todd Davis, the former CEO of LifeLock and Executive Chairman of Kadenwood, discusses why he gave out his social security number on live Tv to boost and grow his startup into a unicorn. Show Notes
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The days when brands are doing NFTs to win some awards and get a bunch of impressions and earned media are over. We're moving into this web 3.0 with real-life utility activations that make sense for your audience in thousands of different ways. Some top brands are already taking the lead. How can you learn more and join in? Listen to Matt Wurst, Co-Founder and CMO of Mint, as he discusses how top brands use new technology to build stronger relationships between brands and consumers. Show Notes
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There's a reason why mid, large, and super-large brands understand how to monetize their owned audience more. As social platforms push down the level of engagement and email open rates get lower and lower, finding ways to use technology to engage your existing loyal customers and convert fringe customers is critical. That's what web3 and minting tokens for gamification are promising. How do you get started? Listen to Matt Wurst, Co-Founder and CMO of Mint, as he discusses building simple brands from complicated topics such as web3 and minting tokens. Show Notes
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Want to build a global brand? Being global doesn't happen until you build upon your local successes. You need all stakeholders' attention, time, and commitment to flesh out your area of differentiation and then build on it with a clear brand-building strategy. Need more details? Listen to Jeremiah Glodoveza, Senior Vice President, Marketing and Communications of Nium, discussing how they built a global brand from scratch. Show Notes
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When it comes to sports sponsorship, everybody in marketing has a take on it. There have been successes, wasted money, and everything in between. How have some brand marketers found success in sports sponsorship? Listen to Jeremiah Glodoveza, Senior Vice President, Marketing and Communications of Nium, discussing the ins and outs of international sports marketing. Show Notes
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Marketers are already spending a lot on producing, publishing, and distributing content. What would their marketing outcomes look like if they had to invest in film production rather than product placements? With the rising cost of Superbowl and Tv ads, how can marketers leverage both cost-effectively? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses the King Hawaiian feature film starring Mark Hamill and lessons learned. Show Notes
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There's no question that celebrity-backed brands have the edge over competitors. However, getting a celebrity to back your brand as a small business is no easy feat. Why do stars endorse brands, and what impact can you expect from that partnership? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses how PGA star Rickie Fowler impacted their brand. Show Notes
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Yeti is one of those brands you know and love and wonder why you like them so much when you don't even own any of their products (yet). What makes the Yeti brand exciting, and how have they succeeded in building such a strong brand? Listen to the conversation as Benjamin Shapiro, CEO & Executive Producer at I Hear Everything, interviews the CEO of OH Partners, Scott Harkey. They discuss tearing down the Yeti brand. Show Notes
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Brands are no longer abstract creations that are out to take money from people. On the contrary, people seek out and connect with brands with a philosophy they can relate to and love. Unfortunately, many brands still do not understand how to create a brand philosophy. Some say they want to save the world or are about some mission or purpose, which is great only if it is authentic and backed by a genuine brand philosophy. How do you build a brand philosophy? Listen to the conversation as Benjamin Shapiro, CEO & Executive Producer at I Hear Everything, interviews the CEO of OH Partners, Scott Harkey, to talk about building a brand philosophy. Show Notes
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As marketers, we often need to wear many hats to get results from our marketing efforts. One of the many things we do is stay up-to-date with trends. When it comes to building celebrity brands, what at the trends in the marketing space, what’s working and what’s not? Listen to the conversation as Lanie Shalek, the Director of Growth Marketing at Jobi Capital, discusses trends in building celebrity brands. Show Notes
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Celebrity and brand partnerships can be an expensive slippery slope, especially if there's no product-celebrity fit. How do you identify products for the right celebrity? What should your go-to-market strategy be in a saturated market? Who better to learn these things from than someone who has been finding the proper product categories, matching them to the right celebrities, and funding the go-to-market? Listen to the conversation as Lanie Shalek, the Director of Growth Marketing at Jobi Capital, discusses building celebrity brands. Show Notes
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Sports sponsorship can be a great way to build and establish your brand in the community, but if done traditionally, it can become a revenue consumer with little to show. State Forty Eight is one of the few emerging fashion brands that have leveraged sports sponsorships to good effect and picked up lessons along the way. Listen to the conversation as Mike Spangenberg, the CEO & Co-Founder of State Forty Eight discusses how sports collaborations build fashion brands. Show Notes
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There's so much competition in business today, but if you're authentic and people see that you're not in for a money grab, people gravitate toward your brand. That's how State Forty Eight has been leveraging its genuine love for Arizona to build a multi-million dollars fashion brand. It's a story you don't want to miss. Listen to the conversation as Mike Spangenberg, the CEO & Co-Founder of State Forty Eight, discusses how leveraging Arizona Pride has helped his clothing brand startup to early success. Show Notes
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So many fantastic new products are coming into the CPG space, and many more categories, such as organic and natural ingredients in beverage drinks, are here to stay. One thing that is common among these outstanding brands is innovation. Fiji Water is one of the innovative brands in the CPG space everyone loves. What are their ingredients for success? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders, discusses why the world loves water from Fiji. Show Notes
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The CPG space is super competitive, with minimal differentiation between brands, but that slight difference is often a game changer. Earning that brand and product differentiation starts with creating a functional product backed by excellent distribution. Assuming you've nailed down a functional product, how do you bring it to the mainstream in a highly competitive market as Zico Coconut Water did? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders discusses bringing Zico Coconut Water mainstream. Show Notes
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You've heard a lot about Netflix. You've heard a lot about advertising channels, but have you heard about these in-game ads? They're everywhere, but many media buyers miss the boat on potential mobile app gaming advertising opportunities. At the same time, other brands do things successfully in this space. What's in the world of in-game advertising, and how is Zynga helping brands take advantage? Find out more in this conversation as Gabrielle Heyman, the Global Head of Brand Partnerships at Zynga, discusses how Zynga is changing the ad world and how to leverage mobile games app advertising. Show Notes
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Gaming is a stress-free zone where gamers are more receptive to ad messages and convert at a high level. Top brands like Maybelline are taking advantage, but many stereotypes are putting off so many brands. For one, there are more female than male mobile game players. Many mobile game players do not consider themselves gamers, so many brands miss the chance to add in-game ads to their media buying mix. Zynga is changing that narrative and opening up the space. Find out more in this conversation as Gabrielle Heyman, the Global Head of Brand Partnerships at Zynga, discusses how Zynga is defeating gamer stereotypes. Show Notes
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When the Arizona Lottery first launched its fast-play game, it did not do so well for many different reasons. It had to decide to shut it down or revamp it. Fast forward a few years later, that same nothing game was turned around and has become a 45 million dollars generating game; what changed? How are they keeping customers engaged and extending their lifecycle? Find out more in this conversation as Chris Rogers, the Deputy Director, Marketing and Products at Arizona Lottery, discusses turning a failing product into a 45 million dollars generating one. Show Notes
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The Arizona Lottery has increased its revenue from $700 million to $1 billion in a short time. One of the products behind its revenue is the Arizona Adventure which has sold over 3 million tickets. What is driving these tremendous results for the lottery brand? How are they creating products that people love and creating campaigns that convert? Listen to the conversation as Chris Rogers, the Deputy Director, Marketing and Products at Arizona Lottery, discusses creating opportunities to win, giving back to local communities, and more. Show Notes
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Although the CBD space is still under regulatory scrutiny, one brand is already well positioned as a leader in the space for when CBD receives a nutraceutical status. Through a mix of traditional media marketing and retail sales, Kadenwood is the leading CBD brand on CVS and holds a sizeable market share. What is the story behind their growth and strategy that does not involve direct response marketing and social media? Listen to the conversation as Todd Davis, the former CEO of LifeLock and Executive Chairman of Kadenwood, discusses how they have grown the Kadenwood brand, their marketing strategies, and lessons so far. Show Notes
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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Building a brand is complex and expensive. For a startup with a small budget, you’re almost paralyzed by conflicting demands. How do you cut through the noise and get attention on a shoestring budget? Listen to the conversation as Todd Davis, the former CEO of LifeLock and Executive Chairman of Kadenwood, discusses why he gave out his social security number on live Tv to boost and grow his startup into a unicorn. Show Notes
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One of the goals of the Rebrand Podcast is to make marketers happy and share their most important lessons and stories in a bite-size format that is not overwhelming. It is also to give people the opportunity to hear from people that they never get to hear from. What else should you expect from the Rebrand Podcast? Listen to the conversation as Scott Harkey, CEO of OH Partners, and Benjamin Shapiro, CEO of I Hear Everything discuss the why behind a podcast, how the Rebrand Podcast is different, what to expect, and more.
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