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Today's guest is a marketing maven leveraging technology to create stable, recurring revenue streams. She's an accomplished serial entrepreneur with six- and seven-figure businesses. She co-founded Video Rock Starz and the Stark Raving Entrepreneurs, helping thought leaders monetize their messages. She co-authored the McGraw-Hill book, “Klout Matters: How to Engage Your Audience, Boost Your Digital Influence, and Raise Your Klout Score (2013)” and has contributed numerous articles to Speaker Magazine, The TowneLaker Magazine, and other publications on the topics of marketing, technology, and influence.  She is a long-time member of the National Speakers Association (NSA), the CEO of TEDxDupreePark, and the creator and host of TEDxDupreeParkTV. She's also been named a Top Marketing Thought Leader over 50 by Brand Quarterly and as a Who's Who Among Women in eCommerce by WE Magazine. Please join me in welcoming Gina Carr.   In this episode we discuss: her thoughts on leadership: “Leadership is painting a picture of the future and inviting people to go with you.” Becoming a leader back in fourth grade and seeing the faith people had in her to represent them well. The things she learned while participating in 4-H. How she made her way to Harvard Business School via Georgia Tech. How she was introduced to entrepreneurship and business ownership while working at a consulting firm. How she started a note taking service while in college. Her experience working at Cushman an Wakefield after leaving school and then buying a Century 21 franchise. When she decided that she no longer had the desire to work for other people. How she created a Real Estate magazine to advertise their listings and ended up franchising that concept to other companies. How she turned her desire to connect her community helped her grow her network and her business. How she grew her speaking business. What's on the horizon for she with all of the new technology coming out like ChatGPT and Web-3. How her free workshops help her nurture and sustain her network. What she's looking forward to in the year ahead.   Links Gina Carr on LinkedIn and Twitter. www.ginacarr.com  www.aitools4biz.com   www.starkravingentrepreneurs.com    Books mentioned in this episode: “Klout Matters: How to Engage Customers, Boost Your Digital Influence--and Raise Your Klout Score for Success” by Gina Carr & Terry L. Brock    Other Resources Listen to my episode with Terry Brock. Listen to my episode with Seth Godin.   Subscribing (or following) and leaving a rating and review wherever you are listening helps this podcast be discovered.       

Mathew Sweezey is the Director of Market Strategy for Salesforce, a company best-known for providing and supporting a cloud-based, cross-departmental customer-relationship-management solution. Salesforce has expanded its offerings to include a broad range of integrated service, marketing, sales, front end, and back end business software. Mathew is an award-winning marketer, podcast host, technology pioneer who writes about consumer behavior, media theory, and new marketing strategies. His publishing credits include AdAge, Brand Quarterly, VentureBeat, Forbes, The Observer, and The Economist.  Twelve years ago, Mathew started a marketing technology company that provided online lead generation. This failed experiment provided him with a valuable education. He joined another startup, Pardot, and initiated its thought-leadership practice. Like a string of ever small fishes being consumed by ever bigger fishes, ExactTarget acquired Pardot and then SalesForce acquired ExactTarget, with Mathew maintaining his ever-expanding role as each-organization's marketing thought leader – exploring the future of marketing. What he learns is communicated internally to guide company direction, externally to customers to help them “better their businesses,” and even worldwide to conference attendees in his keynote presentations. Mathew is the author of “Marketing Automation for Dummies: (2014) and, just-released this year, “The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media” (Harvard Business Press). Mathew started writing this book long before the world heard of Covid-19. As companies reel from the overnight environmental changes wrought by this virus, his message is acutely “on target” . . . suddenly the whole world has had to figure out a new way to interact. In this interview, he discusses the changes marketers will need to make to meet the challenges of a “changed environment.”  Mathew spent 5 years researching over 20,000 global consumers and over 20,000 brands and then looked at the general marketplace. He reminds us that, when we have a specific environment, we play a game that fits that environment. When the environment changes, the game, likewise, must change.  Mathew says that today's consumers produce the largest amount of noise (their devices are second). He believes the consumer now controls the environment, which changes marketing's requirements dramatically. Marketing is no longer just a message . . . it is an experience. Purchases now are not just a single “click-here-and-buy decision,” but rather a process of guiding a customer along a curated journey. To “cut through the noise,” companies will need to be agile, distribute marketing functions throughout the organization, build strong relationships with their customers, master internal alignment, continue to invest in strategy, and experiment and adapt rapidly.  From all this research, Mathew believes he has identified the key to the success of today's high-performance marketing organizations . . . executive buy-in to this “new idea of marketing.” With the Covid-19 challenge, he would like to help people understand what we should be thinking about, how we plan a road for recovery, and how, specifically, we deliver moving forward. Context, he says, is a “significant part of what consumers are going to demand.” The Salesforce website is:  https://www.salesforce.com/. Mathew can be reached on Twitter at: @msweezey. To schedule time to talk with him one-on-on-one, reach out to him on LinkedIn. “The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media,” is available on Amazon.   Transcript Follows: ROB: Welcome to the Marketing Agency Leadership Podcast. I'm your host, Rob Kischuk, and I am joined today by Mathew Sweezey. Mathew is the Director of Market Strategy for Salesforce. He's an accomplished public speaker, podcaster, and author of the forthcoming book, The Context Marketing Revolution, published by Harvard Business. Welcome to the podcast, Mathew. MATHEW: Rob, it's so great to be here and talk with you again. ROB: For sure. For those who don't know, Matthew and I go back a little ways from Atlanta; he has since moved on to the beach, basically, I think. But I think that actually transitions well to you telling us a little bit about yourself, your journey, and what might be called a dream job for a marketer. MATHEW: Myself, just a guy that loves marketing, let's start there. The journey really on this current path started, I don't know, 12 years ago when I had a startup. We were a marketing technology company. Essentially, we're doing online lead generation, lead arbitrage for an SEO term. That then ran for about 2 years. Lost a lot of money, learned a lot of stuff. Shut that down and went to work for another startup, which became a great success, out of Atlanta, Pardot. I was Employee 13. I helped grow that company up, and then we were acquired by another company called Exact Target, and I transitioned to the thought leadership team there. I had started the thought leadership practice at Pardot, and then we continued that at Exact Target. Then we were acquired by Salesforce, and then that led me to the thought leadership side of Salesforce, which is where I reside now. I'm really focused on the future of marketing and on that POV for the organization. So that's the nutshell of where I came from and what I do. ROB: That's a pretty awesome journey. Very few people get to take that rollercoaster ride from 13 people to acquired, acquired, public company now. I think unless people are really deep into enterprise marketing stacks, they might find it counterintuitive to have strong marketing thought leadership within Salesforce. There's that typecast view of Salesforce, obviously, on the sales side because sales is in the name. But tell me a little bit about how even with the acquisition, marketing has come to the forefront of Salesforce and how Salesforce as a whole thinks about marketing, and then within the marketing cloud and where that's leading. MATHEW: Marketing is a wide, wide, wide swath. The larger the organization you are, the more facets and the more things it comes to represent. Really at the heart of all of our marketing is helping us connect companies with their customers in new and better ways. Most people know us as the CRM platform. Yes, that's definitely where we started; now we're the number one provider of probably 5 or 6 different business software categories, from service, marketing, sales, there's frontend, backend – there's a whole platform and range of things. That's a large swath. Where my role fits in is helping on two fronts, really diving into looking at what the future looks like to help roll that back in to internal insights as to what we should be thinking about moving forward, and also then helping roll that information and those insights directly to our customers through one-on-one meetings, through lots of different formats, as well as then writing an onstage presence in traditional conferences and keynotes. For us, marketing is a wide range of things. You can look at the brand aspects, the one-to-one aspects, the events. There's so many different facets. But really the heart of all of that is helping our customers be better at business and really helping them connect to their customers. ROB: That's such a good big picture view. You mentioned conferences. We were originally supposed to meet up in person in Austin, Texas for South by Southwest. You were going to hop on up and give a talk, talking about this new book that you've got coming, The Context Marketing Revolution. Amidst the disappointment of not meeting up and South by Southwest being cancelled in this COVID-19 crisis that we are in the middle of, give us the picture of the context marketing revolution and some of what you were excited to share but didn't get to, but you can get to now. MATHEW: Part of my job is doing a lot of research. Over the past 4 or 5 years now, we've really done a lot of research looking into the key traits of high-performing organizations. That's based on multiple largescale surveys, doing both surveys from consumer sides, brand side – we've looked at 20,000+ consumers globally, about 20,000+ brands over the past 4 years globally, and then combining that with looking at the marketplace at large. What I was realizing was there was something that was fundamentally different going on, and a lot of people were simply missing the boat. That's really where this idea of context marketing revolution comes in. It's two basic aspects. One is the basic concept that the idea we have of marketing, we can no longer iterate upon because it was an idea that we created at a different point in time, and marketing is a game that we play given the specifics of an environment. It's game theory. Given an environment, we play a specific game. When the environment changes, we have to change that game. The environment has changed so much that we have to change the very fundamental idea of what this thing marketing even means. This means a whole new role, scope, and function, not just how we take that thing we know and apply new things to it. So that's where the word “revolution” comes in. Then the idea of context is essentially the antithesis of attention. The old foundation of marketing was let's grab someone's attention and come up with some creative way to get them to do what we want them to do. The reality is, now that the entire environment is controlled by the consumer, and to reach them you have to go through multiple layers of AI, through multiple channels – all consumers now, all purchases, are journeys – what we must realize is, one, breaking through, now the foundational element is context, helping them accomplish a goal in a moment. Two is that to motivate a decision, now all decisions are considered, so now our goal must not be to get them to take the final action, but simply guide them to the next step and continue to do that multiple times, and that is how we motivate modern consumers to act. Looking at all of that and taking in the big scale, that was the big thing I was hoping to write about in the book, to show the number one key trait that high performers have right now, high-performing marketing organizations, is executive buy-in to a new idea of marketing. It's not new marketing ideas; it's a radically new idea. That's what I was so excited about to get out with this book. Then this whole thing happened, and now this book is even more relevant because the things that we may not have thought about – we're talking about radical change in the marketplace. A lot of people say, “Yeah, that may affect your demographic, but not my demographic.” The reality is, the entire world was forced into a new way of connecting and communicating overnight. My father is 75 years old, doesn't know how to use a smartphone; is now having to do Bible studies via Zoom over a smartphone and figure that out overnight. Large scales of the population are going to be operating and expecting different things, and they're going to expect us to accomplish their goals in hand. I'm going to stop with that and turn it back over to you, Rob. ROB: Especially in this moment, people don't even know what they want. They don't know what they need. We're all a little bit discombobulated and need someone who cares about our lives, who actually thinks about what we need rather than someone who is going to tell us what we need. There's some stuff you just can't tell people they need, and there's some ways you need to tell them differently. You were scheduled to speak at a conference, go on a book tour – all of that is necessarily in the trash, but you still have a book coming out. How have you even thought about remixing the book launch process amidst this change? MATHEW: Yeah, it's difficult. I think the number one thing I can do is no one cares that you have a book, right? It's like, “Cool, you've got a book coming out.” No one cares. We all have problems. We're all trying to figure out how we take what we were planning on doing and either salvage those efforts or redo those efforts. So everyone's got a lot of work on their plate, and it's happening rapidly fast. The best thing that I can help people do right now is understand, number one, what we should be thinking about, and number two, how we then plan for a road for recovery. The good part is context is a part of both of those answers. It's not the only answer, but it's definitely a significant part of what consumers are going to demand, and then the specifics of how we deliver that moving forward. What I've done is set up personal time. I've opened up my personal calendar to anybody. In fact, there's a post that went up in LinkedIn this morning that says if you want to schedule time with me, I'm more than happy to have any of these conversations with just you one-on-one – this is not a webcast; let's just talk one-on-one. So I'm trying to do those efforts. Definitely reaching out personally to everyone in my network to ask for a hand, let them know what I'm helping out with, so that if anyone that they know needs that help, they can get that information to them, as well as saying, “Hey listen, I need a hand too. If you could simply let one other person know about this, that would be a big help to me right now.” Those are the ways that I'm trying to pivot in this current time, as well as just continue to transition a lot of the other efforts from physical to virtual and just take the rest day by day, like everyone else. ROB: Right. It's definitely been a reset, and I think it's been really helpful, because I had to go into my own business to reach out to some people that I'd worked with before about maybe working together again on some things. In the first couple of days after everybody went remote and everybody shut down business as usual, I struggled a little bit. I said, what is the appropriate way to even reach out to these people? It's human, and it's also realizing that even in this disruption, there are still ways – we all need help, and some of that help is business, and we all need to be thinking about how to help each other rather than how to sell each other stuff. It's actually a really good reminder, I think. MATHEW: Yeah. If we look just as a basic roadmap – in the book, I talk about the 5 elements of context: available, permission, personal, authentic, and purposeful. If we ground our efforts in those 5 elements, we will be fine moving forward. Available. How do we make sure the information and our help is in the way that they want it and where they want it? If they're asking questions, we need to make sure we have answers for those questions and that they're easy to find. That means a single central source of information. Starbucks is doing a great example of this right now. They've got a page of how they're moving everything that they can do in one place. From a business standpoint and a marketing standpoint, we must do this not only for our customers; we also must do this for our partners and all stakeholders at large, as well as our employees. When we're communicating with people, we need to make sure we have the permission to communicate with people and that we're using that permission appropriately. There was a great comic that came out today from Tom Fishburne – he's a comedian, he's a comic. The comic is there's this person reading an email and they turn to their spouse on the couch and say, “Hey, this is great. The company we haven't heard from in 5 years just reached out to let us know how they're going to do things during this current crisis.” It's like, if people aren't engaging with you for 5 years and you're now reaching out to them, they probably don't care. You're probably just now spamming them and flooding their inbox and probably just causing things they don't want. Then we continue down. It's personal. It's not just how personalized we can take a mass message and personalize mass messaging; it's how personally can we actually deliver that message? Human to human, how many people can we connect together? That's really one of the big things we're finding. People are learning to connect without us in new ways. They are easily being able to make connections via all types of new methodologies – working from home, and we talked about Zoom, we talked about all these other things. We need to also be a part of that, whether that is us connecting our advocates to other people, whether that's us connecting our employees and delivering these messages. Then finally, the last two, authentic and purposeful. These messages have to be authentic. What we need to think about in that word is empathy. We have to be empathetic. And to be empathetic, that means you have to have constant conversations with your audience to know what is empathetic right now, and that's going to change day to day. You need to be having conversations with them to find out what those things are. The last element is purposeful. We need to find ways that are purpose-driven, and there's tons of examples right now. One, you could simply find a new way to use your products. You could come up with purpose-driven efforts. Nuun is doing a great example. They're creating care packages. If you're not familiar with Nuun, if you're an adventure athlete or an athlete, Nuun is a thing we drop in water that's full of electrolytes to keep us going. But who needs to keep going right now are healthcare workers, so they're asking their audience, “Tell us who your healthcare workers are so we can send them care packages.” Lessonly created a coloring book so parents that are working from home can simply print out a coloring book for their kids to play with, to help keep them busy. Chipotle is focusing on safety. They've created new ways to ensure that the delivery food is tamper-proof. They've enhanced the functionality to know where your order is to make sure that this whole delivery to home is a seamless and as best an experience as it can be at the current point in time. If we can ground our efforts in those 5 things, we will be contextually marketing and will be poised to break through and still drive growth during this current point in time. ROB: Right, and it's all super necessary. The available, personal, permission, purposeful, authentic – if you're missing some of those elements, if you're not authentic, if you're not purposeful right now, it's going to come across very, very wrong in the moment of what people are dealing with. If you're not thinking about the personal, where people are and why you need to communicate a message of food safety – because you could copy Chipotle's message and it still wouldn't necessarily resonate, depending on who you are. As we're sitting here and looking at perhaps an accelerant for some of this revolution – or maybe it's even a necessity more than ever – when did this revolution start, and what fueled the growth and tipping over of the revolution? MATHEW: The revolution is a direct response to a market change, and that market change is the fundamental aspect. This is like hardcore, fundamental scientific theory of what we should be thinking about. It's media strategy, media theory. Essentially what we look at is, who does the media environment operate for? There was a specific date I was able to find out through research. Up until 2009, we lived in a world that was specific. It was called a limited media environment, and that means media was limited in three specific factors: creation, distribution, and access. Given those factors, it operated for brands. We were the ones who had the capital to break through. We could pay to have content created; we could pay to have content distributed, as well as there was a limited amount of content, so the noise we had to break through was a certain type and a certain way. It created a certain game. But then you start thinking about, what happened when consumers started to be able to create their own content? That really started back with the invention of email, and it's continued forward and has exacerbated over time. We don't really think about how radical today is from 2007, but it's radical. Just think about this: the amount of data we create per day today is 500 times more than the amount of day we created per day in 2007. The amount of mobile connections is 30 times greater than in 2007. The largest human gatherings are 100 times that size. We have 1.6 billion daily active users on Facebook. That's 800 times the size of what it was in 2007. It's a radically different era. What we live in now is the infinite media era, and that's what really is causing this revolution, because now the entire environment operates for the individual. The consumer is the largest creator of noise; number two is their devices. So how we as marketers break through is radically different. And then because there's infinite information, how they make decisions is radically different. That is the cause of this revolution. It's really a shift in media environments, from the limited media era to the infinite media era. What we see now is just an exacerbation of these things. Now consumers' lives – what I say is the tinder was there. All of these elements were there and the change was happening, but what happened is this current scenario sparked that tinder, and it went wildfire. Populations that would've taken 5-10 years to really adapt to these changes had to adapt overnight, and they just adapted. That's really where the revolution came from and what's driving this. ROB: That makes sense. It went from very slow, to your point, to very fast. There was a time of television monoculture, of three national networks. What I hear you getting at is the filter was the media, and now the filter is all the way down to the person. And we had a couple of middle roads there. We had cable, and cable got more and more and more cable, so you were a little bit of a filter, but the brands still had access to shoot content through a cannon at you. Now it really is each person can turn you on or turn you off as a marketer. It's getting more and more overwhelming. MATHEW: Yeah, and increasingly so, the consumer doesn't have to, because the environment is doing it for them. That's really the underlying factor we need to think about. Between you and them in any medium is a layer of artificial intelligence, and that AI is optimizing for the context of the moment. That's why context is the foundational element. Look at anything. If you do a Google search, we can all ask the same question, but we will all receive a different answer based on us in context – who we are, where we are. If we look at a social media feed, they're not chronological feeds. They're contextual feeds that AI is optimizing for whatever you're going to engage with most, which is the most contextual thing for you in that moment. You start to look at how modern media formats operate – TikTok doesn't even have timestamps on posts. You can resort and resift infinitely, and you never even think about time. It's only to the context of the moment. The time doesn't matter. That's really the underlying thing we have to think about. Context is what now the modern environment operates for. And if you can't create that, you're going to be filtered out. The environment is going to filter you out on its own because it's optimizing for the individual, not optimizing for the brands. ROB: That's fascinating even to think about TikTok. I'm not certainly in the core demographic of TikTok, and I hadn't even noticed the timestamp, but it does make sense because within that platform, there are hashtags and there are memes and there are moments, and that's the context. The context is not the time; the context is did you catch the wave when it was going through the platform, or were you late? Or did you happen to make content that intersects with something 4 months from now and then you're back in context, you're back relevant. The algorithm may even resurface you. Is that the direction? MATHEW: Exactly right. ROB: Right on. A lot of our audience for this podcast is in the marketing agency world, and I'm sure plenty of agencies intersect with your world; I'm sure you speak to plenty of people. One of the things I think may be starting to tip over now is there are some very traditional structures for teams that work on brands, that work on marketing content. How do you think we're going to need to change the structure of those teams, the composition of those teams as we are heading into this context world, this revolution, where we can't ignore and we can't just make a content pipeline the same way? MATHEW: There's lots of answers to this question. There's lots of factors. The easy answer is the top of the line is agile. We all have to change the way that we structure and think about work, and that means really moving to an agile format. That's the simple answer, and essentially that just means data-driven and iterative at a very high level. You can go very specific and say agile organization, agile agency, agile workflow. The second is the concept of distributed marketing job. There used to be the concept that the marketing department was the department who created marketing. That's not true anymore because marketing is no longer just a message. Marketing is now an experience, and if all departments now have customer-facing experiences, we must realize that all of these people are now marketers. If we're thinking about this from a brand standpoint, now what we must have is a distributed marketing role. What I believe is going to be happening is we're going to find citizen marketers. The term “citizen” essentially means any person that's not an expert in a field being enabled by artificial intelligence to be about 90% proficient as a trained expert. So what we're going to find is we're going to be able to empower just about anybody inside an organization with technology and artificial intelligence to allow them to be hyper-efficient marketers. That's how we're going to see marketing distributed across the organization. What that means is now who runs marketing needs to be elevated, and there needs to be a CXO or CGO – chief experience officer, chief growth officer – who's monitoring all these experiences and optimizing for the most efficient customer journey that optimizes for the best experience. So those are a couple of ways I think we're going to start to see things change in terms of the way that we work and how we operate. ROB: Really, really interesting. One thing that I think about is you talk about people creating content. Obviously, as we can see from Instagram and TikTok and YouTube and all of that, the quality of content that an individual can make is ever escalating. There are one-person teams that can do amazing things, and because of that it's efficient for them to target perhaps a very small or giant audience in a large and interconnected world. But within that context of increasing content quality and volume, what then is the place for people who are still trying to deploy very large, ambitious projects to create content, to create relevant messages for people? How can they think about that? Is there a budget that can be too big in this new era? MATHEW: Let's tackle the first one. I don't think there's ever a budget that can be too big. We can always find ways to do more stuff and test new ideas. But I think what we need to really think about is it doesn't matter if you're going to create something small or create something big. The whole point is the modern media environment operates for the individual. If you are thinking about creating something and then trying to come up with a creative way to put that in the marketplace, you're fundamentally flawed in your strategy to begin with. We must realize how to work with our audience, not how we work on our audience. There's a major problem we're going to face, and that is the content conundrum – because like you said, if an individual now can create content at such a high level, who are we competing with? We are now competing with an infinite amount of people, creating an infinite amount of content. That radically changes how we think about content creation, in two ways. One, how much we have to create. I firmly believe that we're going to have to move into a fast advertising and fast content model, just like fast fashion has moved into a fast fashion model. Delta, great example. You get on a Delta flight, you don't see the exact same Delta safety video every time. Every month they put a new safety video on. Why? Because it's empathetic. We must realize that we can't put one storyline out into a marketplace and expect that to keep people's interest over a period of time when their normal marketplace is rapidly changing by the moment. We're going to have to move to a new model. There's two ways that we can do that. One is super agile methods; the other is by working with our marketplace. Look at brands like Coca-Cola or Daniel Wellington. Daniel Wellington, the startup watch brand, sells $100 million of watches; 99.5% of the content about that brand that lives on Instagram was not created by the brand. 80% of the social content about Coca-Cola, not created by Coca-Cola. We need to come up with ways to work with our audiences to help create this content and get it out there. If it's not done with them, it's done on them, and no one wants things forced upon them. ROB: We used to have that ability to force things upon people, more or less, right? MATHEW: Totally. That was the whole point of the limited media era. It was a monopoly, and we had control. That's why those ideas that we had came about. But those no longer work. New environment, new games. ROB: It seems like when you think about a big film, the ceiling now is higher than it used to be, but I think the floor is also lower. If I summarize some of what I'm hearing you say, the consumer has a higher ability to say “no” than ever before to a Batman movie – you name it. You can push a Batman movie and people can say, “We don't care.” We can say no, the information travels instantly, and people will say “We don't want to see that.” Whereas you could've had a good week or month at the box office before. They can just go turn on TikTok instead, thank you very much. MATHEW: The hobby of hobby, right? How many hours are people spending watching YouTube videos about how to do hobbies and never doing those hobbies? There was a great piece on the radio this weekend about that. ROB: As you're thinking about the brief or maybe not brief trough that we're in right now, where everybody's cutting back their expectations for the second quarter of the year, and as you're thinking about what will emerge on the other side, whether it's a few weeks or a few months ahead, what do you think – obviously you have this context message, but tactically, what do you see emerging that's going to be the DNA of the strongest products, firms, and teams coming out of where we are? MATHEW: There's going to be a couple of basic things that people are going to have to have moving forward. One is the brands that have the best communication with their stakeholders and customers right now are going to be positioned to be the best moving forward. The question is, what do we do? If you don't have a daily conversation with people and understand how their lives are changing, how their buying processes are changing, how their needs are changing given the current situation, you won't have the right answer. To know what to do, you simply have to talk to those people. Whether that's through daily calls, whether that's through weekly calls, you need to have them. Once again, they have to happen across your stakeholders, your partners, your vendors, your agencies that you work with, as well as your customers. You've got to have that information to know what to do and how to respond. So that's going to be a key thing. The second thing is that we have to realize that even in downturns, there's still a couple of things that we must do. You must have the best internal alignment. You must master internal alignment. There's been a big trend that we've all been working towards removing silos, but still the reality is that there's a lot of companies where silos still exist. This is a massive problem because currently, if you've got different departments talking about different ways of dealing with this scenario, you can imagine how that's going to resonate inside your marketplace. You need to master internal alignment. Second is excel at stakeholder continuity. Third is we need to continue to invest in strategic efforts. When you look at what happens during downturns and during times of crisis, the brands that rebound the fastest and rebound the highest continue to invest in strategic efforts. That means right now, if you're thinking about, “Should we be changing and investing in new technology to give us new capabilities?”, you probably shouldn't put those on the back burner because once we come out of this, those are going to be critical. If you've implemented them and understood them now, you'll be poised to use them best when you can coming out. The fourth is rapid experimentation. Those companies that are experimenting rapidly with what we should be doing and then rolling those learnings back into their standard programming are going to be succeeding faster than anyone else. I see it as a combination of those things that we need to be doing to sustain and rebound quickest. ROB: Perfect. Mathew, very exciting with the book coming out. Very exciting when we let you back outside to go talk to people in public. When people want to find you and learn more about what you have to say and maybe even connect with you on some of these chats, how should they go find you? MATHEW: I'd say the best place is probably LinkedIn. You can follow me on LinkedIn. I publish a lot of stuff on LinkedIn. And then Twitter. It's @msweezey on Twitter. Those are really my two channels. You can find me there; you can catch up with all my information. ROB: That's perfect. Go find Mathew. He's a great follow. He's a great person too, so if you get a chance to see him in person, you should definitely get to know him there as well. But you can also catch him online or maybe catch him on a boat. They still letting you out on a boat? MATHEW: I think, but all the boat ramps are closed. ROB: [laughs] Tough times. We'll look forward to brighter days, and thank you so much for sharing. I think there's a lot to be bright about right now. MATHEW: Hey, man, thanks for having me. ROB: Take care. Thank you for listening. The Marketing Agency Leadership Podcast is presented by Converge. Converge helps digital marketing agencies and brands automate their reporting so they can be more profitable, accurate, and responsive. To learn more about how Converge can automate your marketing reporting, email info@convergehq.com, or visit us on the web at convergehq.com.

Bruno Herrmann has been a guest on the podcast three times before: on episodes #010, #105 and #133. As a digital leader, he has more than 20 years of experience in international product, content, and customer experience leadership. Most recently, Bruno was the Digital Globalization Leader at The Nielsen Company, focusing on global content creation, localization, testing, certification and delivery, as well as on product management and international customer experiences. Before joining Nielsen, Bruno managed online globalization programs at HP, and content management in addition to Web localization at Compaq. Prior that, he worked in the marketing communications and localization industries, taking part in major international projects for high-profile technology clients. Bruno has been a practitioner, a change agent, a thought leader and a strategist in the areas of international information, transformation and product management – both in the offline and online world. He is a regular speaker, panelist, moderator and workshop leader at conferences and events around the world. He is also a columnist for Brand Quarterly and EContent Magazine.   Links: Bruno's article: “Localization Elevates AI Humanization (and Vice Versa)” Bruno's articles in EContent Magazine Bruno's articles in Brand Quarterly Bruno's recent workshop at DigiEx Conference 2019 Bruno & Esther Curiel's upcoming presentation at LocWorld40 Bruno on LinkedIn Bruno on Twitter   This episode was sponsored by Vistatec.

Darren has over 20 years of brand marketing experience spanning Europe, the Middle East, South East Asia, and Japan. He counts BUPA Arabia, Dubai Properties Group, Johnson & Johnson, Maybank, Orange (UK and Group), Ooredoo and PepsiCo amongst the brands he has helped. Darren has also advised the British, Chinese and Lithuanian governments on brand marketing related issues. As the Managing Consultant of Wavelength Marketing, Darren specializes in helping services brands retain relevance through the experiences they build. Darren is frequently invited to speak at international conferences, run executive workshops around the world and comment on brand-related issues in national and international media. He regularly sits on expert panel boards, holds a PhD in brand marketing (University of Birmingham, UK), a MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing. He is a Visiting Lecturer in Corporate Brand Management at the University of Warwick, tweets @onthewavelength, and his LinkedIn profile is https://www.linkedin.com/…/darrencolem…/. Darren has published articles in Industrial Marketing Management, The European Journal of Marketing, Brand Strategy Insider and Brand Quarterly and has recently authored Building brand Experiences: A Practical Guide to Retaining brand Relevance (Kogan Page). Companies that have benefitted from Darren’s experience include: Orange (UK & Group) ● France Telecom ● The British Government ● The Chinese Government ● The Lithuanian Government ● Sony Corporation ● Nikon (Japan) ● Sumitomo Bank ● Credit Suisse ● Toshiba ● Japan Airlines ● All Nippon Airlines ● Etisalat ● BUPA Arabia ● National Health Service (UK) ● Standard Life ● The University of Birmingham ● Aston University ● Tupperware Brands ● IDLC Finance Limited ● Chemical Company of Malaysia ● Bank Islam Brunei Darussalam ● Insurans Islam Taib ● Roche Diagnostics ● Toyota ● Mashreq Banking Group ● Dubai Bank ● Saudi Telecom Company ● Dubai Health Authority ● Saudi Basic Industries Corporation ● Bahrain National Holdings Company Middle East ● University College London ● Al Ahli Bank Of Kuwait ● Arab African International Bank ● Haya Water (Oman) ● Msheireb Properties (Qatar) ● CapitaLand ● National Bank of Egypt ● Allianz Life Insurance ● Abbott Laboratories ● American International Assurance ● Etiqa Insurance ● Celcom (Malaysia) ● Maybank ● Johnson & Johnson (Ethicon) ● Permata Bank ● PT Konimex ● RHB Banking Group ● Ooredoo ● Permodalan Nasional Berhad (PNB) ● Imperial College London ● Bank of Maldives ● PepsiCoFor more information: http://www.wavelengthmarketing.co.uk/

As a movement, “Mindfulness” is gaining traction as an effective form of self-care, used for balancing balancing work/life stressors and strengthening emotional resilience. But how can businesses promote mindfulness in the workplace, in order to boost productivity and morale? Janet Fouts, CEO of Tatu Digital Media, talks to Nicole Jones about how to create effective human-centric strategies for leadership and relationship management to live a more fulfilling life at work and at home. Janet Fouts is an executive coach, speaker, and corporate trainer who believes deeply in the value of emotional intelligence at all levels of business. She's listed as one of the Top 50 Marketing Thought Leaders over 50 by Brand Quarterly magazine, and one of the Top 100 Giving Influencers on Twitter by Give Local America. She's been quoted in USA Today, Forbes Magazine, and Thought Leader Life, and her writing is syndicated on several business-to-business magazines online, including Business 2 Community and Social Media Today. Janet has also authored six books on social media marketing. The question for you is: how do you support team members and employees needing work life flexibility, and what does that look like for you? Share your wisdom and best practices with host Nicole Jones on social media: @kintone on Twitter or via email, at nicole@kintone.com. Read the full show notes for this episode at kintone.com/womendrivingimpact, and find out about how Kintone can change your business for the better at kintone.com.

Bruno Herrmann has been a guest on the podcast twice before: on episodes #TWM010 and #TWM105. He is a seasoned localization and globalization strategist, evangelist and leader with a passion for taking up challenges at the intersection of product, content and technology in various industries and around the world. Over the course of his 25 years of experience, Bruno has helped design and improve processes, he has partnered with stakeholders and team members, and he has acted as a change agent and a business partner in the IT, Operations, Communications, Marketing and Product Management roles that he has held. Bruno is a frequent speaker and moderator at industry events, a regular contributor to industry publications, including Brand Quarterly and EContent Magazine, and he is also an Advisory Board Member for Brand2Global.   Links: Bruno's January 2019 article for EContent Magazine Brand2Global Round Table Barcelona 2019 event Bruno's session at Gilbane's Digital Experience Conference 2019 Bruno on LinkedIn Bruno on Twitter  

VistaTalks Ep 8 - Bruno Herrmann. Bruno is a Global Leader in Digital Product, Content and Experience Effectiveness. He is an Advisory Board Member at Brand2Global, a regular columnist at EContent Magazine, Brand Quarterly and a number of additional publications.

Colin Shaw has been recognized by LinkedIn as one of the world's top 150 business INfluencers, where he has 220,000 followers of his work. Also by Brand Quarterly as one of the 'Top 50 Marketing Thought Leaders over 50'. Established in 2002, Colin is Founder & CEO of Beyond Philosophy, the world's first consultancy & training companies dedicated to Customer Experience. Colin is a best-selling author of five best-selling books. A sought-after keynote speaker Colin’s interactive presentation style uses thought-provoking questions, humor, and real-life anecdotes to engage, entertain and inform his audience. Audaciously Colin calls organizations live from the stage to make a point. Colin is a member of the National Speakers Association and has presented at countless keynote speeches. He has been featured as an expert on CNN, BBC TV, Sky News, BBC Radio. Follow Worthix on LinkedIn: https://www.linkedin.com/company/worthix/ Follow Worthix on Twitter: @worthix Follow Colin Shaw on LinkedIn: https://www.linkedin.com/in/colinrjshaw/ Follow Colin Shaw on Twitter: @ColinShaw_CX Follow Mary Drumond on LinkedIn: https://www.linkedin.com/in/marydrumond/ Follow Mary Drumond on Twitter: @drumondmary

Named Trust Across America 2018 Top Thought Leader in Trust, Anne Bahr Thompson has been inspiring business leaders to use their brands as a motivating force for change for many years. She started to observe and write about how peoples’ connections to companies were turning upside down at the start of the Millennium, before many others identified this shift. With more than 25 years experience as a global brand strategist, Anne is the author of DO GOOD, which explains her pioneering model of Brand Citizenship® – and the cultural dynamics that led to the creation of the model.A former executive director of strategy and planning and the head of consulting at Interbrand, the world’s leading brand consultancy, Anne is the founder of Onesixtyfourth, a boutique consultancy that helps companies align purpose and profit by integrating cultural shifts and a social conscience into brand development. She spent several years in the banking sector in strategic planning and research and began her career at Grey Advertising. Anne brings the knowledge and understanding that only comes from interacting with a lengthy list of the world’s most prestigious brands including: Aegon, adidas, American Cancer Society, Citibank, Emerson, Hard Rock Cafe, IBM, ING, JPMorganChase, Kingfisher, MerckMedco, Microsoft, Pearson, Pepsi, Prudential, Quaker Oats, Roche, Save the Children, Scandinavian Airlines, STA Travel, Stolichnaya, Symantec, ThomsonReuters, Tri-Star Entertainment, UNICEF, Waitrose/John Lewis Partnership and many others.Anne’s writings have appeared in Brands and Branding (Economist Books), hbr.com, Brand Quarterly, Journal of Brand Strategy, Bloomberg News, The Guardian, PR News, and many other industry publications, and she has been interviewed about her mega trends on Fox Business. An active community volunteer, she is extremely proud of the work she has done for non-profit and humanitarian aid organizations, both global and local. She holds an MBA from the Darden Graduate School at the University of Virginia and has been an adjunct professor at New York University Stern School of Business’s London campus.

“People want brands to step in and solve things that government can’t.” With the latest news of #BoycottNRA and the #MeToo movement, it could seem that this is an idea plucked from recent headlines. But the role of business in social issues has been a part of the conversation for centuries. Anne Bahr Thompson is a leading expert on this and author of the new book Do Good.We discussed corporate social responsibility, brand citizenship, and more on this week’s episode of the On Brand podcast presented by Twenty20. About Anne Bahr Thompson With more than 25 years of experience as a global brand strategist, Anne Bahr Thompson is an accomplished researcher, writer and speaker, the pioneer of the strategic framework of Brand Citizenship®, and a Trust Across America 2018 Top Thought Leader in Trust. A former executive director of strategy and planning and head of consulting at Interbrand, the world’s leading brand consultancy, Anne founded Onesixtyfourth, a boutique consultancy, to integrate cultural shifts & a social conscience into brand development. Her writings have appeared in Economist Books, hbr.org, The Guardian, Brand Quarterly, Bloomberg News, and many other publications. Anne’s new book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, is available in stores and online now. Episode Highlights ICYMI: Do Good at SXSW. Last week, I mentioned Anne’s work and her new book Do Goodlive episode from SXSW during our where we discussed brands taking a stand socially and politically. Listen now. Did you know … Being a sucker for interesting brand names, I had to start the conversation with a question about the name of Anne’s consulting practice, Onesixtyfourth. I won’t paraphrase (I’m not sure I can paraphrase). It involves three Egyptian gods and an essential ingredient in taking things apart. Curious? You’ll have to listen to the episode for more. SPOILER: It involves leaving room for magic and exploration. Who excels at brand leadership? The usual CSR suspects always show up: TOMS, Warby Parker, Seventh Generation, Whole Foods, and Patagonia. But in 2011, Anne was surprised to see Apple leading the pack at a time when they were being lambasted for supplier relations. Why the disconnect? “Because Apple enriches people’s lives. It’s a huge ‘me’ proposition.” How brands can “do good” in five steps. Anne has broken this down into a five-step process: (1) You have to deliver on trust — have you done what you said you’ll do? (2) Enrichment — how are you enriching customers’ lives? To the previous point, Apple does this. (3) Responsibility — first to your employees and then the environment; this is where the pivot happens between being a “me brand” and a “we brand.” (4) Community — bringing people together through shared ideas. IBM did this with their values jam. (5) Contribution — this final step is when it’s part of the enterprise like Seventh Generation. Taking the first step. If this sounds scary, read Anne’s book for a step-by-step guide. When I asked Anne for a first step, she replied: “Courage. It takes courage to do something that doesn’t have a formula. It takes vulnerability.” Pouncing on a brand vs. giving a brand a chance. In today’s fast-moving media zeitgeist, many brands stumble and many are called out. “You have to punish companies behaving irresponsibly. But anyone who’s trying deserves a chance. We need to come together to solve problems.” What brand has made Anne smile recently? I was worried when Anne said she was going to deflect this question but her reason was insightful. “There’s no one brand. The ones that make me smile are the ones people city in my research.” A valid and data-driven answer. To learn more, go to brandcitizenship.com and connect with Anne on Twitter and LinkedIn. As We Wrap … Before we go, I want to flip the microphone around to our community … Steve Hutt gave us a shout on Twitter for several of our recent episodes. Thanks for listening! Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

[av_social_share title='Share this entry' style='' buttons='' custom_class='' admin_preview_bg='']   Episode Summary You can create an authentic fundraising experience that is as interesting as it is strategic. All you need to do is to know your story and find leverage in what distinguishes you from the rest. Marketing trends are great to watch because they give you a sense of what’s out there and what people are responding to. However, just because a trend works for one organization doesn’t mean it will work for yours. Each organization has its own purpose, views, and mission. Your organization’s mission will become the backbone of your story. Staying true to your mission and being creative in the process will help you find your story and share it with passionate people who can intimately relate with your story. Find your tribe and share your story. Package your story into your marketing campaign and see how storytelling can easily help others understand your mission. All brands and organizations (whether they’re nonprofits or not) have stories that ensure that they both gain new supporters and retain loyal supporters. Your story and your brand go hand-in-hand. Although design is very important, establishing your brand goes far beyond creating a logo and a style guide. Branding is the combination of your story, personality, and values. What words, feelings, and visuals come to mind when you think about your organization? What about when others think about your organization? Branding even goes beyond showing your audience who you are and what you’re like. It’s also a matter of creating real estate in your audience’s minds. Your audience may know you, like you, and trust you - but will they remember you? Branding is an exploration in trust. A chapter in our book, “Brick By Brick”, delves deeply into the importance of having a great backstory. A prime example wherein this concept is so properly and commonly executed is in the way that superheroes are so successfully marketed. Superheroes and brands have more things in common than what you might think. You can read our book to find out what these commonalities are and how they can greatly affect your fundraising campaign. In this episode, Drew Neisser, of Renegade, shares some moments of storytelling in action. Listen in as he explains why it’s important to think for yourself and to reflect on how to market effectively with a genuine story. About Drew Neisser Drew Neisser, founder and CEO of Renegade, is a recognized authority on cutting-edge marketing techniques having won enumerable awards for creativity and campaign effectiveness. Part strategist, part ideator and part therapist, Drew is well known to numerous CMO’s as their secret weapon. Recognized among “50 Thought Leaders over 50” in 2014 & 2015 by Brand Quarterly, Drew is a prolific blogger for a long list of online publications including Forbes, FastCompany, SocialMediaToday, MediaPost, TheCMOclub, CMO.com and SmartBrief. A frequent speaker at a wide range of events, Drew’s been a featured expert on ABC’s Nightline and CNBC as well as The New York Times, Adweek and Digiday, among others. Through a long-time partnership with The CMO Club, Drew has met and interviewed well over 100 CMOs in the last five years for his articles and for his first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing. Drew is a trusted advisor to many of these CMOs and authors the highly praised CMO of the Week column for Social Media Today and TheCut, his coveted monthly newsletter. He regularly consults on digital and social media trends via the GLG network and currently sits on the boards of the Urban Green Council and Duke NY. [av_button_big label='Join the Grow Your Non-Profit Facebook Group!' description_pos='above' link='manually,https://www.facebook.com/groups/growyournonprofit/' link_target='' icon_select='yes-left-icon' icon='ue8f5' font='entypo-fontello' custom_font='#ffffff' color='theme-color' custom_bg='#444444' color_hover='theme-color-subtle' custom_bg_hover='#444444' custom_font_hover='#421c52!important' custom_class='' admin_preview_bg=''] Click here to join a community of non-profit professionals leveraging digital marketing and technology to grow their communities and improve their fundraising systems.  [/av_button_big]  

I interviewed Brian Lischer, the CEO of Ignyte Branding Agency, about the neuroscience of marketing and the degree to which basic colors and shapes inform many of the fundamental decisions we make. He also educated me on crazy topics like The Sequence of Cognition, Triune Brain Theory, and Panopticism.  With over a decade of experience in branding, digital marketing, and design, Brian has worked with brands in the industries of healthcare, life sciences, technology, financial services, and more. His work has been featured in major publications including Forbes, Entrepreneur, Huffington Post, and Brand Quarterly. Inc. Magazine named him one of the top branding experts in the country.

Episode 117 - Colin Shaw discusses his book The Intuitive Customer and imperatives for moving your customer experience to the next level. Colin has been recognized by LinkedIn as one as one of the world's top Business Influencers and he was voted by Brand Quarterly as one of the ‘worlds top 50 Marketing thought leaders over 50’ for the last 2 years. Includes three action items you can use today.  Host, Kevin Craine   Everyday-MBA.com

Today we transcend the plateaus of current customer experience understanding with Colin Shaw, founder of Beyond Philosophy and co-author of The Intuitive Customer. Creating loyalty with The Intuitive Customer So many companies are focusing on customer experience, yet so many are getting it wrong! That’s why as practitioners in the customer experience field, we’re delighted to interview Colin Shaw to discuss his new book, The Intuitive Customer. We put so much effort into understanding the rational side of the experience, such as time on call and product delivery, we often neglect the irrational side, which is centered on emotion. Unfortunately, this is the side of the experience customers will remember, and what will ultimately influence their decisions. “Paying sole attention to a rational experience,” says Colin, “is at the root cause of why organizations are getting this stuff wrong.” In this interview, Colin shares many of our favorite highlights from The Intuitive Customer. He explains how new academic research and psychology play a critical role in delivering great customer experiences, and how to connect the two. He drills down to the root causes of the general lack of real understanding companies have about their real customers. “The only way to build customer loyalty is through customers’ memories.” -Colin Shaw It’s not just about creating great experiences, but about creating good memories. You can deliver an outstanding customer experience, and yet still be remembered for the one low point in the journey. What do you want to be remembered for? “We go to the bank and they put pens on chains, which says, ‘We don’t trust you.” -Colin Shaw How can you use psychology and research to create memories that customers will want to return to? How can you transcend the common pleaters of customer experience understanding today? In this episode, we cover this and much more than we can list here. Listen in! Highlights from the interview: What inspired The Intuitive Customer, and why is now the perfect time to read it? [4:15] Why is academic research so important to customer experience practitioners? [6:50] Colin explains how lack of understanding manifests itself as poor customer experiences. [9:15] How can telecom companies, for example, better connect emotionally with customers? [11:10] How can you leverage customers’ memories to create customer loyalty? [13:30] What’s the single biggest thing Colin has learned in the past 10 years? [18:20] Why are small, seemingly trivial customer touchpoints, or microinteractions, so important? [21:10] About our guest: Colin Shaw has been recognized, by others, as a Thought Leader in Customer Experience. LinkedIn bestowed him the accolade of being one of the ‘World's Top 150 Business Influencers’.  As a result, Colin now over 242,000 followers on LinkedIn. Brand Quarterly readers also voted him one of the 'top 50 Marketing Thought Leaders Over 50' for the last two years in a row.  Colin has written six bestselling books on Customer Experience. He has made many appearances on TV and radio including CNN, BBC and NPR. He is Founder & CEO of Beyond Philosophy, one of the world's leading Customer Experience companies. Connect with Colin Twitter LinkedIn Beyond Philosophy Colin’s books Related Content 360Connext® post, How to Drive Business Results With The Peak-End Rule Customers That Stick® post, The Peak-End Rule and Customer Experience Episode 054: Marilyn Suttle, Co-Author of Who’s Your Gladys Episode 177: The ROI of Customer Experience We’re on C-Suite Radio! Check it out for more great podcasts Sponsor message: Develop your customer experience mission Do you know how to deliver the superior customer experience you visualize? We can help your team become a force for positive change, starting with a customer-centric mission. The Customer Experience Investigators™ at 360Connext specialize in helping companies across industries and around the globe. Developing and internalizing unique and scalable customer-focused missions has been crucial to their success. Want to compete with the other 89% of companies staying afloat by providing better experiences? You need a compass for making astounding changes in the customer experience while breaking down the silos that are holding you back. We offer evaluations, workshops, and roadmaps to keep your wheels firmly planted on the road to a customer-centric future. Join us on our mission To Create Fewer Ruined Days for Customers™ today. Visit us at 360Connext.com.   Take care of yourself and take care of your customers. Learn more about your ad choices. Visit megaphone.fm/adchoices

  Described by Inc as one of the “sharpest minds” in marketing, Renegade Thinkers Unite podcast host Drew Neisser is a recognized authority on cutting-edge techniques and has won innumerable awards for creativity and campaign effectiveness. In Episode 0, Drew tells you what he's learned from interviewing over 200 Chief Marketing Officer in the last five years and how these lessons can be applied to just about any marketing challenge.   Ranked among “50 Thought Leaders over 50” by Brand Quarterly for 3 years in a row, Drew has been a featured marketing expert on ABC News, CNBC, CBS Radio, iHeart Radio and the Tony Robbins podcast series among many others.  Drew is the author of the highly regarded book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing. He is a frequent keynote speaker and emcee at top marketing conferences including the 2017 Marketo Marketing Nation Summit and is counted among a small group of IBM Futurists. Last but very definitely not least, Neisser is the founder and CEO of Renegade, the NYC-based marketing agency that has been helping CMOs find innovative ways to cut through since 1996.   

"We’re an eclectic group of creative professionals obsessed with brand experience." - Brian Lischer Brian Lischer - Founder and CEO of Ignyte Brian Lischer, Founder and CEO of Ignyte, is an entrepreneur, author, speaker, and brand strategist. He is a leading voice on a range of issues, including the psychology of branding. Brian founded Ignyte, an award-winning branding agency, in 2013. After working for more than a decade in marketing and design, he decided to put his passion for behavioral sciences to work by helping brands discover and express their authenticity. Under Brian’s leadership, Ignyte has grown into a highly sought-after agency that transforms brands around the globe. Brian works closely with the agency’s key accounts to ensure optimal positioning and authentic brand experiences. Brian studied psychology and communication at the University of California San Diego. A frequent blogger, speaker, and columnist, Brian has written for publications including Forbes, Huffington Post, and Brand Quarterly. Major media outlets cite him as a branding expert and successful entrepreneur. Brian is an active member of the Young Entrepreneurs Council, Entrepreneurs' Organization, MIT Enterprise Forum, and American Marketing Association. He is an advisor to startups and is also involved as an investor and partner in a range of digital ventures. Brian donates his time and resources to charitable organizations helping to create positive change in the world. In addition to his various business ventures, Brian is a devoted thrill-seeker and can often be found surfing, snowboarding or mountaineering. When he’s not in the mountains or the sea, Brian dedicates his time to developing his mindfulness practice, which includes yoga, meditation and Buddhist teachings. Connect with Brian: Website | Personal Website | Twitter | LinkedIn Subscribe to the Outlier Newsletter: Click Here Brought to you by: If you enjoy Outlier On Air, please Subscribe & Review on iTunes or Stitcher

Episode 61 - Drew Neisser discusses his book The CMOs Periodic Table and the science and art of marketing as told by 64 of today's top marketing executives. Drew was ranked among “50 Thought Leaders over 50” in 2015 by Brand Quarterly and you’ve seen him in places like The New York Times , Forbes, and CNBC. Stay tuned after the interview for five action items to take advantage of the ideas and advice in this interview, and hear bonus comments from Drew. Host, Kevin Craine   @Everyday_MBA  

Bruno Herrmann is a globalization and localization expert with more than two decades of experience in various industries, on the client and agency side. In 2003, Bruno joined The Nielsen Company to manage international digital marketing programs in Europe, the Middle East and Africa. In his current role, he is responsible for global content operations at Nielsen across 6 regions. Bruno has managed globalization and localization projects for high-profile technology companies such as HP and Compaq. He understands first hand that, in the Digital Age, with the right approach, businesses can take their products to markets around the world. You can read Bruno's excellent articles in Brand Quarterly and EContent Magazine, where he has been a regular contributor on the topic of digital globalization. Links: The Nielsen Company website Bruno's articles in Brand Quarterly Magazine Bruno's articles in EContent Magazine Bruno's recent article in Slator Bruno on LinkedIn Bruno on Twitter