Confessions of a Marketer

<p>On Episode 102, we've got award-winning experiential marketer Steve Randazzo. Steve has had an idea for a book in his head for a while and finally was able to get it out this year. It’s about how brands can stand out in this cluttered world. We talk about the book, the work he does at his company around building experiences, and the “aha” moment he had that helped him change the title of his book. Oh, and we also talk about the key to a good customer experience. The key? Emotion. And that leads us into a discussion about B2B and B2C experiences.</p><ul><li><a href="https://www.linkedin.com/in/steverandazzo/" target="_blank">Steve Randazzo on LinkedIn</a></li><li>Steve's book, <a href="https://www.steve-randazzo.com" target="_blank">Brand Experiences: Building Connections in a Digitally Cluttered World</a></li><li>Steve's company, <a href="https://promotion1.com/" target="_blank">Pro Motion, Inc.</a></li></ul>

<p>On Episode 101, we're back with Lindsay Pattison, chief client officer of WPP. In the second part of our discussion, we look at what it's like to manage such a large organization, the transition of WPP, and the advice she gives to clients on working with an agency. Have we been spending too much time on technology and programmatic work and not enough on creative? Creativity can make a difference. Listen and learn.</p>

<p>On Episode 100—and the first episode of the third season of Confessions of a Marketer—we're chatting with Lindsay Pattison, WPP's Chief Client Officer. Lindsay is right there on the front lines with WPP's clients around the globe. She has an interesting point of view on her role, and the ongoing changes at WPP. In the first part of our interview, Lindsay gives us a glimpse at her background, what drives her every day, and what she’s hearing from clients—their confessions.</p>

<p>On Episode 99, we feature a look back over the wisdom we've heard from our guests. We feature some of brainy people I've had the good fortune to talk with, including Tony Temple, Tony Rudel, Duncan Chapple, Jacques van Niekerk, and Elle Woulfe.</p>

<p>On Episode 98, David Lemley is back to continue our chat about retail marketing. This time we focus on his time early on at Starbucks, which taught him a lot. He takes that education with him today to help him current client roster. There are some valuable lessons in David’s story—plus he gives us a look at the future.</p><p><br></p>

<p>On Episode 97, we have David Lemley in to chat about marketing in retail—he calls it retail voodoo. David was an early employee at Starbucks, and that experience taught him a lot. His company, Retail Voodoo, does brand strategy for specialty food and beverage brands. David’s expertise in brand strategy, innovation, consumer markets, and consumer behavior is deep, so I wanted to talk to him about retail marketing, what the retail landscape looks like, and of course Starbucks (which we get to in part two). But in part one, we get the low down on retail voodoo. </p><p><br></p>

<p>On Episode 96, Christina Mallon and and I continue our discussion on the way in which fashion brands like Tommy Hilfiger have been on the vanguard of celebrating our differences. We discuss how Tommy Adaptive elevated the brand by making functional and fashionable clothing available. We also delve more into the work that Wunderman Thompson did. The key, Christina says, is staying away from inspiration porn. We also talk about the non-profit organization she co-founded—the Open Style Lab, which works on accessible technology, teaching STEM through accessible fashion design. Great—important—discussion.</p><ul><li><a href="https://www.youtube.com/watch?v=vkTP2zaCBXE" target="_blank">Tommy Adaptive on YouTube</a></li><li><a href="https://usa.tommy.com/en/shop-by-solution?cid=cpc_generic_adaptive_textad_google_us_%7BAdaptive%20Brand%20Unisex%7D_%7BAdaptive%20Clothing%7D_tommy%20adaptive&gclid=EAIaIQobChMIs_W-1Pza5AIVElYMCh2zMAatEAAYASAAEgJPEPD_BwE" target="_blank">Tommy Adaptive on the web</a></li><li><a href="https://www.wundermanthompson.com" target="_blank">Wunderman Thompson</a></li></ul>

<p>On Episode 95, we're talking with Christina Mallon, Inclusive Design Lead at Wunderman Thompson and Partner/Board Member of Open Style Lab, which was founded at MIT. Christina has a fascinating story to tell about her career path and her creation of the inclusive design practice at Wunderman Thompson. We discuss the three principles of inclusive design, how we see inclusive design in practice, how Christina employs design thinking in her inclusive design work (they’re really the same thing), the use of cross functional teams, plus we get the story on the inclusivity practice at Wunderman Thompson and the work they did for Tommy Adaptive. </p>

<p>On Episode 94, Mitch Duckler is back to discuss brand strategy. Mitch has a book out called The Indispensable Brand. In part one, we touched on the premise of his book and the value of brand equity. This time, we cover the five key components of brand strategy—brand positioning, brand portfolio strategy, brand experiences, brand extension, and brand story. </p><p><strong>Episode Notes</strong></p><ul><li>Mitch's firm: <a href="https://www.fullsurge.com" target="_blank">FullSurge</a></li><li>Mitch's book: <a href="https://www.fullsurge.com/indispensable-brand?hsCtaTracking=af45b2de-9a66-4267-aedb-1443143593e1%7C18f7ea0b-d291-4341-b2b3-3d48443387e4" target="_blank">The Indispensable Brand</a></li><li>Mitch on <a href="https://www.linkedin.com/in/mitchduckler/" target="_blank">LinkedIn</a></li></ul>

<pre><code> <p>On Episode 35, Garnet and Mark talk with Ryan Merkley, CEO of Creative Commons. In this first part of our discussion, we learn Ryan's background, get the story on the Creative Commons mission, and find out the central challenges Creative Commons faces.</p><p><strong>Episode Notes</strong></p><ul><li><a href="https://creativecommons.org" target="_blank">Creative Commons</a></li><li><a href="https://ccsearch.creativecommons.org" target="_blank">CC Search</a></li><li>Ryan Merkley's <a href="https://en.wikipedia.org/wiki/Ryan_Merkley" target="_blank">Wikipedia entry</a></li><li>Ryan Merkley on <a href="https://www.linkedin.com/in/ryanmerkley/?originalSubdomain=ca" target="_blank">LinkedIn</a></li></ul>

<p>On Episode 93, we're joined by Mitch Duckler to talk about differentiating your brand in this era of sameness. Mitch has a book out called The Indispensable Brand. In this first part, we talk about the premise of his book: that brands are very much copycats these days, what's lost in the effort to measure everything, the value of brand equity, and the keys to standing out in this crazy world. It's fairly simple: what, how, why, and who.</p><p><strong>Episode Notes</strong></p><ul><li>Mitch's firm: <a href="https://www.fullsurge.com" target="_blank">FullSurge</a></li><li>Mitch's book: <a href="https://www.fullsurge.com/indispensable-brand?hsCtaTracking=af45b2de-9a66-4267-aedb-1443143593e1%7C18f7ea0b-d291-4341-b2b3-3d48443387e4" target="_blank">The Indispensable Brand</a></li><li>Mitch on <a href="https://www.linkedin.com/in/mitchduckler/" target="_blank">LinkedIn</a></li></ul>

<p>On Episode 92, we chat more with fellow podcaster Ben Shapiro. I read something recently that said, with some 700 thousand podcasts, we have reached peak podcast. I wanted to run that by Ben. He thinks we’re not even close. We talk about that and a few other geeky podcast things.</p><p><strong>Episode Notes</strong></p><ul><li>Ben’s Podcast: <a href="http://martechpod.com/" target="_blank">The MarTech Podcast</a></li><li><a href="http://alongroadhomepod.com/" target="_blank">A Long Road Home</a>, the podcast Ben mentions that started in his Lyft ride</li><li><a href="https://www.linkedin.com/in/benjshap/" target="_blank">Ben on LinkedIn</a></li></ul>

<p>On Episode 91, we take a different approach--collecting wisdom on brand, creativity, the words we use, and the value of a good creative brief from some our our guests over the past two years.</p><p>We're joined by Elle Wolfe talking about her secret weapon during a rebrand at Path Factory, Tony Temple on how to approach the work, Alex Withers on creativity throughout an organization, Ben Afia on the power of words and and how it's really about culture, he says. And then there's the dreaded creative brief. Greg Quinton has an idea on the purpose of the brief and how to write it. </p><p><br></p>

<p>On Episode 90, Benjamin Shapiro, host of the MarTech Podcast, joins us. Ben and I have bumped into each other a few times over the past year. We chatted on the phone a while back about our shared experiences as podcasters. In this first part of our chat we get a look at Ben’s background, and how he came up with the idea of starting a podcast. He says he started it as an art project and that it can all be traced back to a few too many beers and a ride in a Lyft.</p><p>Episode Notes</p><ul><li>Ben's Podcast: <a href="http://martechpod.com" target="_blank">The MarTech Podcast</a></li><li><a href="http://alongroadhomepod.com" target="_blank">A Long Road Home</a>, the podcast Ben mentions that started in his Lyft ride</li><li><a href="https://www.linkedin.com/in/benjshap/" target="_blank">Ben on LinkedIn</a></li></ul>

<p>On Episode 89, Joe Martin of CloudApp is back to finish our discussion about video, visuals, and marketing. We learn about what CloudApp has been up to, the kinds of customers they have and how they use it to enhance productivity. Then we turn to the future, and Joe sees video and mobile at the center of the marketer's universe in the years to come. And, we agreed, we need to do better with mobile--much better.</p>