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. theharkeygroup.com
Producer: I Hear Everything. Podcast production, growth, & monetization. iheareverything.com
The mobile gaming space is intense. One of the biggest issues with many games is that they fail on launch. They think it will be great, but they don't get the downloads. Maybe the marketing doesn't hit, or maybe the app icons aren't attractive enough. There’s only one way to find out: consumer research. Listen to Justin Chen, Co-founder of PickFu, as he discusses how Conor McGregor used customer research to win mobile gaming. Show Notes
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From a brand advertising standpoint, TikTok is the hottest thing out there, like when Instagram first came out. The return on ad spend and content make TikTok absolutely the number one channel for marketers that heavily invest in that channel. And they love it. Will there be a US-wide ban on TikTok? Why is it the app to beat, and how are brand marketers using it? Listen to Meghan Bazaman, Senior Marketing Analyst at Capterra, as she discusses preparing for a TikTok ban. Show Notes
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Marketers need to know that volatile content is on the rise. Close to 60% of marketers are already witnessing defamatory content about their brands. More and more AI-generated content is flooding the market. The pace of AI is moving faster than regulations and guidelines. How do you monitor and safeguard your brand? How do you leverage AI tools in the right way? Listen to Meghan Bazaman, Senior Marketing Analyst at Capterra, as she discusses brand monitoring in the age of AI. Show Notes
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What will you give to know what consumers are going to purchase next? Consumers are more or less habitual, so it’s about understanding and getting intimate with a cohort of consumers to predict what drives a switch. What’s the strategy for investing in retail media? Find partners that have access to unique, relevant, and objective data and use that data to inform. Where does the data come from, and what are three surprising consumer insights from the last six months? Listen to Brian Mandelbaum, the CEO at Attain as he discusses consumer insights after 5 billion retail transactions. Show Notes
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Retail Media Network is a new phenomenon that is growing at a rapid pace in our industry, even faster than connected television and programmatic as a whole. It's going to be a $60 billion industry in the next two years. How are marketers using retail media, and how do you leverage it for your brand? Listen to Brian Mandelbaum, the CEO at Attain as he discusses the exploits of the retail media network and what’s to come. Show Notes
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There's a pent-up demand for experiences. People have adopted a direction that has them more attuned to their computers and being home. It has created a loneliness pandemic. How do you create experiences that lead into communities to help fill this void? Listen to Jeff Stelmach, Global President of Spiro, as he discusses overcoming the experience deficit. Show Notes
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Consumer behavior is constantly changing. What is driving these changes? Firstly, consumer trust has declined so much that there's so little consumer trust for governments, media, and NGOs. It opened up the opportunity for brands to become community builders to build trust and affinity. What are the other ways consumer behavior is changing? Listen to Jeff Stelmach, Global President of Spiro, as he discusses the macro changes affecting consumer behavior. Show Notes
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How do you create content that gets to the heart of things? Many people make it seem like it's this crazy, esoteric science when it's pretty simple. What's the pain point? What's your consumer struggling with? How do we transition them into a world where they're happy? You have to know who you're talking to, what they care about, and why your proposition holds value for them. What more? Listen to Ryan Kutscher, CEO of Circus Maximus, as he discusses how to create content that gets to the heart of things. Show Notes
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If you can’t say your brand description simply, clearly, and compellingly, then you’ve not nailed down your brand narrative. Your brand narrative is a combination of the brand purpose, brand positioning, persona, tone of voice, the things you can credibly speak about with authority, and your brand's values. How do you discover these and create that brand narrative? Listen to Ryan Kutscher, CEO of Circus Maximus, as he discusses the brand narrative process. Show Notes
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Why would a well-known brand like Ford bother about rewarding its customers and audience with an experience? How can you do the same for your brand irrespective of age or size? Listen as Christian Lachel, Chief Creative Officer of BRC Imagination Arts, discuss how Ford Rouge Tour uses experiential marketing to bring visitors into the heart of American manufacturing. Show Notes
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