It started in early 2020 as our weekly “Marketing Amid Corona” update. It merged with the B2CRM news work we do here on PostFunnel – to become our popular Tuesday newsletter (for subscribers only).
But throughout all its revisions and changes, one thing remained constant: our attempt to bring you insights that would help you become better relationship marketers.
We do it with links, tips, and our news coverage, but also with the email’s opening section, which we call “our take,” where insights can come from anywhere – from marketing news to world news, pop culture to finance, sports events to the White House.
The article below brings you these “our take” segments of our past newsletters. Subscribe to get it in realtime.
💌 How about those Lakers? The marketing, we mean (March 8, 2022)
HBO’s new drama, ‘Winning Time’, premiered last Sunday to mixed reviews. It will be interesting to see how the show, which charts the rise of the L.A. Lakers to the NBA mountaintop in the 1980s, is received by the audience since on paper it has much to offer: larger than life characters like Magic Johnson and Pat Riley; a star-studded cast (John C. Reilly, Adrien Brody); and a whole lot of nostalgia, a sentiment in vogue these days.
‘Winning Time’ also offers a treat for marketers not acquainted with a marketing legend: the late Lakers owner Jerry Buss (John C. Reilly). Buss, a chemist turned real-estate mogul, bought the team in 1979. He proceeded to execute his vision, which was much bigger than building a dynasty on the court.
Most of Buss’ initiatives were unprecedented: raising the price of courtside seats by 300% and filling them with celebrities; creating ‘Senate Seats’ for all the events at The Forum (the Lakers’ arena); pioneering naming rights by changing the name of the arena to Great Western Forum for $20 million from Great Western Bank.
“It’s not an exaggeration to say that Jerry was nothing less than a transformational force in the history of sports — creating value proposition through pricing, naming rights, TV rights and entertainment,” said the late NBA Commissioner David Stern.
The NBA’s biggest stars pride themselves on knowing its history and legends. Marketers should do the same. Watching ‘Winning Time’ could be a good start.
💌 Hey brands, listen, climate change? It’s a big deal (March 1, 2022)
We try really hard not to talk politics in this segment. And even though it’s sometimes hard not to use this platform, we hold our personal political takes to ourselves.
That’s why we will talk today about IPCC’s latest Climate Change report. Because Climate Change is not a political issue.
The Feb 28th IPCC report was grim. “Things are way worse than we thought,” said the BBC. “Climate change is driving mess extinction,” said Vox. “Delay means death,” shouts the headline on CNN.
You get the picture.
And, in the post-2020 reality, when customers look at brands to behave responsibly, to take a stand, to act in ways to benefit society and our planet – sometimes almost to the extent in which they expect such things from governmental agencies – IPCC’s report actually means something for brands.
It means that climate – as an issue – is not only here to stay. It’s again on top of people’s minds. It means that your “cause marketing” cannot neglect this issue. It means that, in a world where many commercial companies are more powerful than most states, brands can really help drive change. It’s not just to check your “Corporate Social Responsibility” box.
And it means that to do it right and not to come across as cynical – marketers must remember that the only way to do it “right” is by coming up with initiatives that are authentic to the brand’s familiar values and natural space and audience.
I guess what I’m trying to say is: We should all try very hard, just make sure not to come across as if we’re trying too hard.
💌 Millie Bobby Brown and marketers’ responsibility to their influencers (February 22, 2022)
In case you missed it, Millie Bobby Brown turned 18 late last week.
And we dedicate this week’s opening segment here to her (congrats!) and to everything that happened around it.
Like when a countdown to the launch of an MBB-only “NSFW +18” subreddit gained around 10K subscribers.
Or, like when the comments to her Instagram posts were immediately flooded with crude, sexually explicit messages.
I’m not here to promote puritanism. No. I just want to turn the focus to the responsibility marketers have when they market through someone’s image.
The mental health of public figures, primarily young celebrities, is a major theme nowadays, and rightfully so. Using their popularity to promote businesses exposes them to scrutiny that is not natural. It’s those brands’ responsibility to be there for them when shit hits the fan. Or, when they dare to turn 18.
💌 5 timeless Super Bowl lessons for every marketer out there (February 15, 2022)
Here are five timeless truths for marketing professionals, brought to you courtesy of the Super Bowl. And not a word about football.
1) The super-mega-stars who perform the halftime show? They do it for free. Yes. All of them. Never got a dime. Not Madonna, not Prince, not Bruce, not Dre. They all did it “for the exposure.” Showing the value of “reach,” but also how there’s virtually no limit as to how far asking artists to work for “recognition” can get.
2) This year, the national anthem was performed by Mickey Guyton, that two years ago was nominated for her first Grammy for her “Black Like Me” song. Reminding us how quickly social activism can turn into pop culture iconism.
3) Speaking of Dr. Dre, he was the centerpiece of this year’s halftime show, alongside Snoop Dog, Mary J. Blige, Kendrick Lamar, 50 Cent, and Eminem – a group that won 44 Grammys with dozens more nominations combined. Almost all of which came between the mid-nineties and late aughts. Teaching us, once again, that nostalgia is maybe the most potent chord anyone in communication can strum.
4) Additionally, the show, being performed on a floor showing an aerial photo of Compton, LA – a tough part of the city where most of the artists above came from – was dubbed a “celebration” of Compton—reminding us how fine the line is between highlighting the positives and just being cynical.
5) And, last but not least, the commercials. Oh, the Super Bowl commercials. $6.5-7M for a 30-second slot, where 90% of advertisers prove once again that the number 1 creativity-killer for a marketing team is a wealth of resources.
Congrats, Rams.
💌 From CRM Marketing perspective: Spotify managed the Young-Rogan thing well (February 9, 2022)
Back in early 2020, Spotify was a strong, growing company, with thousands of happy employees and one of the most well-recognized brands in the whole world. Its share price was about 160 USD. The narrative around was almost entirely positive.
Two years later, in early 2022, the company is even stronger, bigger, with more happy employees, an even more well-recognized brand, and growing revenue by 22.7% from the previous year.
Its stock price is… again, about 160 USD. And the narrative? Well, did you open a browser recently?
But, perhaps the unpopular opinion here is that from a branding standpoint, Spotify is getting an A for its handling of the whole Neil Young-Joe Rogan mess.
While the company indeed finds itself in a complex position, being both a platform (for Young’s music) and a publisher (owning Rogan’s podcast) – it navigated the crisis carefully. And the end result – standing by its talent, removing some episodes, adding a note next to others, and generally not freaking out – is borderline masterful crisis management.
So, the stock is on a downturn. Whose isn’t? Markets correct themselves. It’s nothing new. But a global brand stumbling into the hot mess, black-hole that is the world of anti-vax conspiracies, and coming out the other side with dignity, is something customers will appreciate. And where there’s customers’ appreciation, there’s also investors’ appreciation.
💌 NY Times Buying Wordle is a Strong CRM Marketing Play (February 1, 2022)
The New York Times and Raphael Nadal, both gave us this past week a masterclass in one of the finest, most subtle of arts brand advocates can master – the art of blending current affairs into your existing, cohesive brand identity.
Nadal – the Tennis legend who is perhaps the most likable human amongst the cream of the professional world’s corps – won the Australian Open and set a new record, 21 Grand Slam titles.
He did that in the absence of early-favorite Novak Djokic, who got kicked out of the country for Covid/vaccine-related shenanigans. And by doing so with endless personal class, topped with a fitting heroic comeback in the final match, he gave himself, his fans, and tennis consumers worldwide the most pleasantly expected experience they could have asked. Which is how you maintain long-lasting, meaningful relationships with your followers.
The NYT – known maybe most of all for its crossword puzzles, may have just splurged more than half a billion dollars on buying The Athletic. But, as this acquisition may not feel a “natural” move for some, the company proved it keeps a well-rounded view of its existing customers by spending a small, 7-figure pocket-money on acquiring Wordle.
Adding the insanely viral word game to its portfolio is such an on-brand move. It’s even somewhat surprising for such a big company to be moving so quickly. But, if you are an existing NYT subscriber, this addition should make you feel that while the company is putting a lot of resources into external growth, it also values you, the regularly-paying customer.
By being opportunistic, but in a familiar and authentic way, both Nadal and the NYT showed us what goes into maintaining a distinctive brand identity. It’s not all about winning.
💌 Is Adele Too Big of a Brand to Fail? (January 25 , 2022)
Sometimes, you folks respond to this email – with a question, compliment, or complaint. About two months ago, we received “complaints,” in plural, after we wrote about Adele’s “attack of inauthenticity” following that A-list audience at her “An Audience With Adele” show and how she/her team treated that Australian journalist.
That’s probably because Adele has what every brand would die for: true fans.
But we have our own journalistic integrity! And we won’t let a couple of comments shut us up!
In other words, we gotta be honest with you and tell you some of us here think that Adele’s latest publicity stunt – crying on a video where she apologizes to her fans for canceling all of her Vegas residency shows ONE DAY before the first show – is just another dose from that same pool of “inauthenticity.”
The cancelation didn’t happen because of some new covid restrictions or an unforeseeable “wave,” not because of some disaster or tragedy. This time, Adele’s vocal cords are also, thankfully, perfectly fine.
So, no, recording a quick pseudo-authentic video and saying sorry a dozen times just won’t cut it. There’s no excuse, no justification, and it will not compensate her fans for the travel, hotels, and vacation days.
So, yeah, maybe most of her fans will “buy” it – the media, mainly reporting about that video and her facetime with fans that followed, indeed has. But in a world where brands should really care about their customers, a third strike could be one too many.
But then again, maybe she is genuinely playing with different rules.
💌 Now you can Scream: What the horror film’s success means for you (January 18 , 2022)
Yesterday, Ben Henry wrote on Buzzfeed News that the new Scream movie’s success at the box office is nothing short of “important”. According to Mr. Henry, it’s important mostly because it’s maybe the first film since the coronavirus entered our lives that its mere success smells like normality.
I want to approve this message – the fact it’s not a superhero flick and that it took Spiderman’s No Way Home off the top of the charts – really does smell like some other time in our lives.
To be more specific, it smells like… the ’90s. And, of course, that’s the main ingredient in the success of the 5th installment of the slasher franchise, the first since the relative failure of Scream 4 more than a decade ago—Capital N Nostalgia.
And, really, is there a better way to play that card? Offering people 114 minutes of escapism, throwing them back into periods in their lives that had many problems, yes, but none of which included a global pandemic.
Escapism works especially great right now – think, Emily in Paris. Combine it with a healthy dose of nostalgia – also in high demand after 24 months of covid – and you got yourself a box office hit, one that can even overcome previous commercial disappointments.
💌The Golden Globes might be dead (Jan 11, 2022)
Did you know that the 79th Golden Globes awards took place last night and that famous people like Will Smith, Nicole Kidman, Andrew Garfield, and Jason Sudeikis won some of them?
We would say they “took the prizes home,” but the ceremony was held as a private, un-aired event, behind closed doors, only to be communicated to the outer world via realtime tweeting.
It was the worst possible outcome for the Golden Globe and its organizer, the HFPA, almost a year after the LA Times exposed “ethical lapses” in the group’s methods and that there were no Black journalists among its 87 members at the time.
If they had 11 months to fix the issue, you should be wondering how we still ended up with an underground event. And know that at least part of the answer lies in not transpiring a sense of urgency and authentically good intentions.
The story broke in February, in March, the boycott began, in April, it was leaked that their (former) CEO called BLM a “racist hate group” in an email, in May, NBC announced it would drop the January 2022 broadcast.
And in August, the HFPA finally released its new bylaws – three months after Netlfix CEO wrote them in a letter that the streaming giant will not be attending HFPA sanctioned events for now, for the “HFPA’s collective failure to address these crucial issues with urgency and rigor.”
In other words, I guess we can all say the HFPA thanks for a fantastic masterclass in HOW NOT TO TURN A CRISIS INTO USEFUL COMMUNICATIONS. It would be best if you tweeted at them, though, cause I don’t think they’re answering the phone at the moment.
💌The branding power of being casually human (Jan 4, 2022)
When American Football legend, Tom Brady, joined the Tampa Bay Buccaneers in 2020, some people joked that he chose the Florida-based club because they share initials. It was a lighthearted take alluding to the player’s brand, TB12, and Brady’s unparalleled attention to promoting his namesake brand.
And, as the case is with many jokes, it has some truth in it.
But, Brady’s brand is such a successful one not only because he and his team are so meticulous and professional, but because it is based on strong, consistent, authentic values.
Once again, one of them showed itself this week, as Brady took a very clear, compassionate, unapologetic, and caring stance on the Antonio Brown fiasco.
Brown, Brady’s talented but troubled teammate, left the field mid-game this past Sunday and was immediately subjected to a flash flood of mockery and criticism, from media and casual fans to “sources close to the team.”
“I think everybody should hopefully do what they can to help him in ways that he really needs it,” Brady said of his unsettled colleague, “We all love him. We care about him deeply. We want to see him be at his best.”
The way Brady used his platform to turn the attention to the real issue here – helping a person who needs mental support – reminded us how easy it is to be “casually” thoughtful and helpful. And not only because customers expect it.
In other words, here’s one move we can all steal from Brady’s playbook.
💌We hope you didn’t throw away last year’s CRM plans (Dec 28, 2021)
We love ourselves an “end of year” week, with all those summaries, plans, reflections, and resolutions.
But diseases don’t care. And you cannot look back at 2021 as a truly standalone period. Covid-19 became a global health emergency in early 2020, and even before its latest variant reshuffled the cards once again, the pandemic’s impact on life around the globe, from health to the economy, from culture to eCommerce, is still very much an unfolding ordeal.
That’s why we, as marketers and business leaders, while making plans for 2022 and getting all excited about H1 goals, should be very much aware that things we did in Q2 in 2020, or Q3 in 2021, could still be incredibly relevant and useful in the coming months (and beyond).
I guess “don’t get too excited about planning for some post/new normal” is what we’re saying.
To be more precise, being helpful and humane, sensitive and transparent – you know, all the things brands really doubled down on during that “first wave” – and all your “for-covid” and “post-covid” insights and tactics from 10 or 20 months ago, could all be making a comeback. Our calendars be damned.
💌How to ruin your brand equity in one lawsuit (Dec 21, 2021)
The weekly “our take” segment you’re reading now usually looks for some marketing insight in world news. So, it would only make sense if we talked about Omicron or Christmas this time.
But, no – because another recent headline caught our attention – the one about Eric Clapton.
You see, the only constant in life is capital C Change. On the one hand, it’s a hopeful proposition – even the hierarchy in a wolfpack isn’t set in stone. But, on the other hand, it’s a cautionary one. Because, for example, Brand Equity is fragile, too.
It is fragile even when we talk about someone whose first Google search auto-completion suggestion is “is God.”
And it wasn’t even his “anti-vax” song that caused it. After he released “This Has Gotta Stop” back in the summer, many Clapton fans dismissed it, mostly ignored it. They wouldn’t let someone’s personal views on such a hot button topic make them throw his records away.
But then came the news that the artist won a lawsuit against a German widow who tried to sell a bootleg CD of a concert of his for $11 on eBay, and that “The woman now has to pay nearly $4,000 in legal fees for both herself and Clapton,” according to People.com.
And for many, that was the final straw. “I’m done with him” was a typical comment about the issue on social media in recent days – and here lies the lesson: fans/followers/customers can still tolerate different opinions. But the expectation of famous people/brands for some basic human decency is where many draw the line.
💌The genius marketer people expect the unexpected from (Dec 14, 2021)
It’s very rare for anyone, let alone a brand or someone in the Creative business in general, to reach the status of “expect the unexpected” and still deliver. But I think this is where Ryan Reynolds is at right now.
His most recent expectedly unexpected piece of advertising? The way he and his team over at Maximum Effort – his own marketing firm – spun, twisted, and salvaged Peloton from that “Sex and the City” reboot ordeal they’ve found themselves in.
A little background – WITH A MAJOR SPOILER: a few days ago, “And Just Like That” – a S&tC revival season, premiered with a double episode on HBO Max. And Mr. Big died of a heart attack while riding… a Peloton bike.
The plot twist caused some uproar around the brand, including a drop in its stock value. And so, to the rescue comes Mr. Reynolds.
His “he’s alive” spin – a tv spot with Chris Noth (Mr. Big) and a famous Peloton instructor – is subtle and sexy, until it’s not, with Ryan Reynold’s voice-over explaining that cycling is actually good for you.
This is not the first time Peloton and Reynolds appear on the same story on PostFunnel. And, of course, as a publication dedicated to bringing you stories about smart branding, there were other occasions we covered the actor’s deeds. There was one last week.
So, yeah, we can’t all be as charming and charismatic as Reynolds and his marketing firm. But we can all always commit to a specific tone of voice that will become recognizable by prospects and customers over time.
And having an identifiable brand character is a crucial early step in building long-term relationships with customers. Because, you know, they’ll know what to expect of you.
💌 Don’t fire 900 people on a zoom call, okay? ( Dec 7, 2021)
One of the conspiracy theories’ most persistent characteristics is promising a bleak future, always telling you that every “red line” crossed is one we’re never coming back from.
It’s relevant to you as a digital marketing and communications professional because many potential and existing customers of yours may be worried about the uber-digitization of “connections.” You know, with the “metaverse” and with working-from-home, and with too many zoom hours. It could feel like some red lines were crossed and that there’s no going back.
That mass-layoff zoom call by better.com’s CEO from a few days ago must feel not only as another red line but as proof that things are only getting worse.
And now, whether you agree with those notions or not, you have both the platform and the opportunity/duty to ease your target audience’s minds by keeping your language and connections with them as authentic and human as possible. Overcoming this challenge should buy your audience’s trust, a staple of meaningful customer-brand relationships.
And, whatever you do, pray that you won’t have to be on the side doing the PR defense for a mass-layoff zoom call.
💌It’s wrong to prioritize new over existing customers this Xmas ( Nov 30, 2021)
The opening segment here on this weekly newsletter is usually dedicated to extracting a CRM insight or a lesson out of everyday soft news headlines. You know, something like “from Narcos to Squid Game: Marketing is all about testing.”
But this week, right after the Black Friday Cyber Monday weekend, and with still enough time for some last-minute fixes to your Christmas marketing strategy, we got some hard-core CRM real talk to give here.
Here it goes: if you are prioritizing new customer acquisition this time of year over your existing customers, then you are doing it wrong.
Many marketers might find such a claim harsh. But it’s our duty to echo what the data clearly shouts: a brand will generate more revenue during “peak times” (such as the holiday/shopping season for retailers) if they invest more resources (in terms of campaigns, offers, etc.) in your customers in the following order:
VIPs come first, “Active” second, “New Customers” come in at 3rd. Then it’s the “One Timers,” and last are “Churned” customers.
We can’t stress this enough. But, if you have any questions, don’t hesitate to reply. We’ll be more than happy to explain further.
Let’s rock.
💌Adele’s attack of inauthenticity ( Nov 23, 2021)
Last week, we spoke about the way #girlpower currently rules the zeitgeist. Then Adele came in and conquered all the headlines.
But, while the release of her new album “30” has been successful enough to overshadow further record-breaking news from Taylor Swift and Gal Gadot, there’s something to say about the authenticity of this globally orchestrated campaign.
Yes, Adele’s voice and songs still hit home. But the A-list audience at her “An Audience With Adele” felt way too privileged. And the question from Emma Thompson and the subsequent surprise appearance of the singers’ childhood teacher was hard to buy at face value, giving vibes of “reality” shows’ unrelenting attempts to squeeze tears out of everyone.
Then came the news of that interview which now will not be aired just because the journalist missed the email containing pre-released album and did not listen to it before chatting with the star. A miserable ordeal that further separates Adele from her fans and generally reeks of unforgiving corporate protocols.
So yeah, most likely none of these things will hurt the new album’s sales figures. But, in the long run, creating such a forced sense of distance and unattainability – and not for some high-end jewelry brand but for a product that is meant to be accessible and that its power is in how ordinary people emotionally connect with it – is an inauthentic, bad move.
💌Taylor Swift, Gal Gadot, Britney Spears: A Wave You Should Join (Nov 16, 2021)
Comparing nowadays’ list of top scorers in the NBA to those of 20 or 30 years ago shows how a game that used to be all about the tall guys is now owned mostly by the smaller, quicker players.
Similarly, comparing lists of today’s most successful, popular, powerful, and influential pop figures – in music, film/TV, social media, and heck, even sports – to those of 10 or 20 years ago reveals a change just as stark – those lists are mostly populated by female celebrities.
You browse the “culture” news, and it’s Taylor Swift breaking Spotify records, Billie Eilish breaking stigmas, Britney Spears breaking the chains of conservatorship, and Gal Gadot leading the PR of a film also co-starring Dwayne Johnson and Ryan Reynolds.
And, while in the case of the NBA, the “evolution” was manufactured by the men in power to make the game more popular – the change that helped lift women’s cultural presence and impact is a grassroots one.
Yes, the rules have changed. But it was the ordinary people who made it happen. As marketers, you can ride these waves of change, for sure. But you can also help push things the right way. It’s almost 2022. Your customers have long been expecting this from their favorite brands.
💌So apparently Electric Vehicles are LESS GREEN than petrol cars?? (Nov 9, 2021)
Imagine a major car manufacturer, one that is aggressively pushing a green agenda and has doubled down on its commitment to electric vehicles (EV), stumbling upon data that shows how the making and recharging of EVs isn’t that green after all.
Now, imagine that these are the results of internal, private research conducted/sponsored by that same car manufacturer.
And so, in that imagination of yours, what this car company is going to do with that information? If you said, “bury it,” it’s because you saw too many American action films.
But, if you said “publish the results, and spin it to fuel green agendas even further,” well, I guess you’re working for Volvo.
Because this is exactly what the Swedish car maker did just a few days ago, saying this can be changed if EVs are charged with green energy and called on world leaders to accelerate the clean energy investment.
And, while using your lemons to make lemonade is always an encouraged practice, we want to highlight the company’s extreme transparency.
Sure, telling the world it can take up to 9 years of driving an EV before it becomes greener than petrol models can make some people question the value of EVs everywhere.
But, it will surely make customers and the general public respect Volvo even more than before. Which is a totally underrated achievement any marketer should strive for.
💌 Yes, but, how do YOU FEEL about Meta? (Nov 2, 2021)
One marketing exec with a rich history in strategic consulting and eCommerce asked on social media, “many analyses thrown in, but what’s your personal gut feeling about Facebook/Meta’s new vision? How does it make you feel as a person?”
63% responded with “Sad” or “Afraid,” 35% chose “Curious.” Which left just 3% to “Excited.”
Now, yes, only a few dozens of his peers responded, and of course, such a poll is by no means anywhere near being scientifically valid. But still, even the most aggressive standard deviation would have a hard time trying to convince us there’s NOTHING you can read into these results.
Furthermore, it’s the mere question – that aims to suss people’s emotions – that’s especially interesting here. Also, because it’s a question business decision-makers very rarely give proper attention to when making big moves.
Of course, major businesses can’t really – perhaps, even shouldn’t – consider people’s emotional reactions when making any significant changes. People’s emotions are hard to anticipate, contain, assess, especially on large scales.
But what brands can do to tend to customers’ feelings is to ensure that when they do personally communicate with them over emails, ads, SMS, push notifications, etc., these messages are always relevant, valuable, and considerate of the customer’s time, interests, and preferences. You know, to exhibit emotional intelligence in a way that feels 1-to-1. With the right CRM Marketing platform, that, we’re sure even Meta can pull off.
💌 Facebook’s name change: why should you care? (Oct 26, 2021)
So, what’s it gonna be? FACEBOOK’s new name! Ahhhhhhhh!
So exciting. Right? Not really.
But, while some people argue whether a rebrand is the answer to the company’s streak of bad publicity, it’s the talk alone – about how the company wants a new name “to represent its ambitions to create the ‘metaverse’” – that provides us with a nice moment of meta: because people are talking about it, they talk less about all the other stuff.
Headline consumption is a zero-sum game, and FB is playing it right now.
So, yes, this trick will not last for long. And, yes, over time, a move to disassociate the company from its social media product could help both in terms of public image and perhaps legally.
But that’s not what we all can learn from this right now.
Let me suggest two other lessons:
1) don’t do things that would prompt whistleblowers.
2) diversion is one of the book’s old tricks, and if you’re in charge of a company’s communication – taking up people’s attention with side-narratives that serve you better is a tool that should totally be in your toolbox.
But, as opposed to other communication tricks and hacks – this one wears off quickly. As Zucky will be reminded soon.
💌From Narcos to Squid Game: Marketing is all about testing (Oct 19, 2021)
The incredible global success of Squid Game – especially in the US – is somewhat mind-boggling. The American audience isn’t exactly known for its receptiveness to foreign-language content. And here we’re dealing with freaking Korean!
The Korean language is what linguisticians categorize as “language isolate,” a language unrelated to any others. So, to think that a show entirely spoken in such a unique-sounding language will become the biggest Netflix hit ever is really nothing anyone could have expected.
Maybe, besides a few people at Netflix.
See, when the streaming giant launched back in 2015 one of its first mega-gits, Narcos, a few within the company treated it as a kind of test – to see how receptive the American audience is to a “foreign” language show.
We put “foreign” in quotation marks because there are more than 40 million native Spanish speakers in the US. This is exactly what made Narcos a fantastic “first step” in Netflix’s journey to offer the American audience content in other languages.
So, yeah, perhaps no one could have predicted back then that in 2021 a Korean speaking show would become the world’s most talked-about TV series. But the ambitious, forward-thinking, baby-step testing methods behind this journey could remind us what an intelligent testing-driven marketing approach can do to your business.
💌 Be Ready for When Cancel Culture Comes For You (Oct 12, 2021)
Yesterday, Jon Gruden resigned from his position as the Head Coach of the NFL team Las Vegas Raiders after old emails containing homophobic, racist, and misogynistic language were revealed.
It’s a shocking turn of events. And you might think it’s another case of too-quick-to-judge, cancel culture thing.
If you’d be saying it because you think “words” are all made up and the meaning is what should really matter – then I’m all for it. Indeed, words are just a tool. The messenger, if you will. And you should not shoot the messenger.
But, in this case, reading those emails in the context in which they were written shows that it was not just a series of unfortunate misspoken words. The meaning seems pretty damn close to the actual words.
And even though Mr. Gruden swears he did not mean it that way when the context matches the words, that’s when we should all agree that paying the price, the “cancellation” part, is mostly justified.
As for you, professionals who are in charge of a brand’s voice, words, language, and communication, let this be a lesson: Write what you mean. Be authentic to your intentions. Be transparent with your communications.
It’s the only way to save face when shit hits the fan.
Cause you know it will.
💌Facebook missed a chance when it crashed. Don’t be Facebook (Oct 5, 2021)
There are 6 athletes on this years’ Time 100 list of the most influential people in the world, and two are being promoted more aggressively than others: Simone Biles and Naomi Osaka. What do they have in common? Well, they both had a pretty miserable year in their respective fields.
But it was everything around their athletic activity that made them incredibly worthy of their places on the list. It was not the “what” which happened to them, but the “how” that they handled it all by.
The openness, humanity, vulnerability, and social leadership in which they used to deal with adversity is what makes them influential. People connect to them thanks to how they carry themselves through crises.
Yesterday’s Facebook-Instagram-WhatsApp outage – on the day after that “60 minutes” show about the company – may be a coincidence. It may also not be. But it was certainly an opportunity for what is generally a disliked organization to show its vulnerable, human side.
Of course, they did not take it. And without the love of the people, this company’s future is worse off. They will realize that. One day.
Until then, and beyond, actually, all we can wish of your brand is to just not be Facebook.
💌How a one-time classic brand is crying for attention (Sept 28, 2021)
The Rolling Stone is a symbol. Its cover photos are always symbolic. Even iconic. It’s a symbol for what magazine journalism used to be and what had happened to it in the 20-plus years of digitalization of content. The way it changed ownership in recent years, eventually going from its founder to the hands of publishing corporate Penske Media, the paywall it recently introduced. You can tell the entire story of journalism through the milestones of the big RS.
And now, when it is pushing its new and revamped list of “the 500 greatest songs of all time” – which was introduced first in 2004, dusted off a bit a few years later, and now “completely revamped” it for the first time – it can be viewed as another symbol. It is a symbol for what brands do when they scramble for attention and how trying too hard to nail the zeitgeist on its head can lead to inauthentic, somewhat embarrassing results.
A quick look at the top parts of the “completely revamped” list – and the comments from readers and followers – reveals the true nature of this new ranking: it’s got very little to do with musical greatness and way too much to do with trying too hard to be “right.”
The awful reactions to the list are a brilliant reminder that the worst thing a brand can do when communicating new initiatives is to neglect its true values in an attempt to win quick attention.
💌Ted Lasso, FDA livestream, and the value of brand transparency (Sept 21, 2021)
Did you watch the 8-hour “booster shot” FDA special? Yeah, no – the American Food and Drug Administration didn’t just launch its own streaming service just in time for the Emmys (though it would be very 2021-appropriate had it did). But the transparency it allowed into the inner works of its decision-making was not only fascinating, but it was also the most zeitgeist-relevant thing a federal agency probably ever did.
Opening up to “consumers” with an in-your-face live video, letting so many different people and opinions make their case, openly voting on the matters, not hiding the disagreements and misunderstandings – can a “brand” BE any more transparent and authentic and inclusive?
On a week where the wonderfully sensitive Ted Lasso wins big at the Emmys, while the new “The D’Amelio Show” drowns under a wave of bad reviews – mostly criticized for shying away from more sensitive topics and for not talking about the (rich) elephants in the room – marketers should not let this loud and clear message go unnoticed: transparency, authenticity, relevancy, and inclusiveness should be on the Mount Rushmore of your communication guidelines.
💌Radiohead’s brilliant on Tik Tok (what?) (Sept 7, 2021)
One million views for your first Tik Tok video must be nice. About 300-400K on average for the next 10? Hm. Not amazing. Around 100K for the next dozen? Awful trend. Not cracking 100K since? My god, what’s going on!? Call on the bots!
But then, out of the blue, your next clip gets 600K in two days! How on earth can you explain THAT?
Well, you can lose yourself in the unpredictability of social media trends. Or you can give credit to the content creator that maybe it was planned all along.
But, when it comes to Radiohead’s newest Tik Tok vid, the one that generated that spike in views we are talking about, the answer just might be brilliant op-the-fly, good ol’ fashioned “making the most out of the situation” marketing.
In the video, the band’s leader, legendary Thom Yorke, is seen frustrated and complaining about the band’s “embarrassing” Tik Tok analytics.
The video, simply produced, is nothing but smart. Yes, it’s conscious; it’s walking a fine line between authenticity and social commentary. But above all, it’s an intelligent way of taking what is an actual less-than ideal situation (declining metrics on social media) and USING it to create a new wave of hype and attention that is on brand and organic.
Noted, Radiohead. We’re stealing this move. Now go give us another album. Please and thank you.
💌Some marketing “Trends” are just life facts (Aug 31, 2021)
The US ending (at least somewhat officially) its war in Afghanistan after 20 long years is the kind of event that prompts big picture perspective and throws you into a time tunnel.
Which means going back to 2001. The year that started with George W. Bush taking over from Bill Clinton and ended with Enron filing for bankruptcy. The year of both the first Harry Potter and the first Lord of the Rings movies. It’s also when iTunes first launched, and, yeah, the 9/11 attacks happened.
Seems like a lot has changed. But looking at things through the prism of marketing, you could also argue that we’re all still the same at the core.
Googling around for marketing trends from 20 years ago brings up “doing more with less,” “it’s a year of contradictions and wild extremes,” and “unprecedented use of personalization.”
Sounds familiar?
Yes, you can also come across things like “David beats Goliath” and “internet brands either die or show up in stores” – but these can be written off as your regular pendulum swings. While doing more with less, going from one extreme to the other, and improving personalization are evergreenly relevant.
It’s all yet another reminder of what marketing, after everything is said and done, is truly all about: hustling your way through an endless chain of fires to put out while never losing sight of who your customers are and what they want and need.
Some things never, ever change.
💌 Now, we all know what really matters for brands on social media (Aug 24, 2021)
Yesterday, the marketing world learned a fantastic lesson about “brand personality marketability.” For free, courtesy of SportsPro’s list of the world’s 50 most marketable athletes right now.
Glancing over it is a baffling experience for sports fans. Okay, Simone Biles at #1, but Lionel Messi out of the top 10? Lebron James not in the top 20? Tom Brady not even on the list? And how come Naomi Osaka is #2, and the top 10 is including three female soccer players and a Greek tennis dude?
But for marketers, it’s an exhilarating, exciting list – because it reaffirms what many of us know (think? Okay, know!) about what makes influenceability tick in late 2021: It is all. About. Transparency.
Openly exhibiting who you are, what makes you-you, is key in driving engagement on social media. Revealing how you deal with success and with failures, with ups and downs, while not shying away from criticism or adversity. Putting your personality out there – not “your brand.” The more your brand relies on your human nature – the better your chances are of coming across as transparent and authentic.
It wasn’t always like that. Previous years’ lists are more “traditional”. But something seriously changed over the last year in how people on social media expect “official pages” to conduct themselves.
In a way, it’s an evolution of the “telling it like it is” wave that Donald Trump rode all the way to the American Presidency back in 2015. But with the twist that it’s no longer about “calling others out” – nowadays, it’s about putting your authentic self out there. Not in a cruel way, but still in a direct, non-apologetic way. It may sound subtle, but there’s a difference there, and it’s an important one.
The list aims to show which athletes brand should most want to be working with. But not everyone can afford to endorse these famous sportspeople. And so, a closer examination is needed here. And what such a look reveals is how brands themselves should “behave”/come across over social media if they want to create influential relationships with customers.
💌 Kim Kardashian West teaches us branding (Aug 17, 2021)
Since Dax Shepard’s podcast moved exclusively to Spotify, the show’s feed on other podcast apps did not stay deserted. Instead, Dax and his team are using it to post the show’s little sister, “We Are Supported by…”, hosted by Kristen Bell and Monica Padman.
It’s a smart way to expose it to a new audience. But it’s not why we’re talking about it.
“We’re Supported by” is a 10 episode limited series that dives deep with women “who have put a crack in the glass ceiling.” And while putting such focus on these women is intelligent and practical and on-point with the zeitgeist, which we applaud – it’s the episode with Kim Kardashian West that really caught our ears and full attention.
You see, KKW is a hugeeee brand. But, she’s also a human being. And the best way she can strengthen her brand is by exposing the good sides of who she is as a person.
It’s not an easy task – attention is naturally drawn to the sensational. But, when done right, with a good mix of short and long-form, and with dedication and purpose – putting the good sides of people next to the brand they represent/work for, is how you build a brand people want to be associated with, even if just as customers.
You should listen to that episode. You should be a KKW fan. And, you should humanize your brand, too.
💌 The responsibility for solving a global problem- as a marketer, you can’t sit this one out (August 10, 2021)
If you want your customers to develop a meaningful connection with your brand through the way you communicate with them, making global responsibility a recurring theme is a must.
Crowdless Tokyo Olympic games are behind us, clearing the global headlines to the most alarming Climate report as of date – in itself published after long meetings over video calls, for the same reason that kept in a bubble all that wonderful Sports we’ve seen in the past three weeks – COVID.
Are you sensing a theme here?
It’s Crisis. Capital C. Plural. Global Crisis, to be exact.
And you, as a marketer, as a person in charge of how a brand is communicating, as a professional with a platform, as a citizen of the world with an audience – can’t sit this one out.
The responsibility for solving a global problem – lays on global shoulders. Including us. Including you. It’s the humane thing to do. But – thanks to a very active and responsible new generation that is coming of age as we speak – it is also the right business move.
Especially from a CRM standpoint.
💌 “Selling” transparency is crucial. Do you know why? (Aug 3, 2021)
You want Gen Z-ers and young millennials to love you, your brand, and your products. Even if they’re not your natural target audience – you still want that. They move the needle socially now. And they’re tomorrow’s big spenders.
And so, if you want meaningful relationships with them – you should start by listening to them. Lucky you, this past week provided two fantastic reminders into what they are saying.
The main message: Transparency first.
It started with Simone Bile’s openness about her mental struggles last week, with Naomi Osaka’s Netflix miniseries (which deals with similar issues) in the background of it all. And then came Billie Eilish.
To The Guardian, she said that “when I’m on stage, I have to disassociate from the ideas I have of my body. What looks real can be fake. I mean, I’m very confident in who I am. I’m also obviously not happy with my body, but who is?”
This is the level of transparency that younger generations appreciate. It’s a brutally honest mix of vulnerability, crossed with humanity, crossed with self-confidence, crossed with empowerment. And it cannot be faked.
💌 What can your brand learn from Simone Biles’ struggles? (July 27, 2021)
For decades, the advertising industry sold people on perfect dreams. The information age made this strategy much less effective because, when people know more, it’s harder to protect those perfect images.
Simone Biles entered the Tokyo Olympics as a perfect athlete, an unbreakable competitor, unbeatable gymnast – a face in charge of carrying and selling not only the US gymnastics team but women empowerment as a whole, as well as many commercial brands.
Was this too good to be true?
Yesterday, on her Instagram account, she admitted she feels like she’s carrying the weight of the world. Today, she quit the Team Finals after one round – with a perceived injury and reported mental difficulties.
An image disaster? Not necessarily. Because 2021 is not 1998, when Nike forced a broken-down Ronaldo to play the World Cup final, a story it took years to verify amid stubborn denials.
2021 is a world where another huge star of the Olympic games, Naomi Osaka, competed while her Netflix miniseries openly dealt with the mental struggles involved in her profession and stature.
The way Biles quickly returned to stand by her teammates’ side after first leaving the gym and the way early reports talked about that mental aspect – remind us how in the current zeitgesit, huge brands should not be afraid to exhibit a wide range of values. The victorious side, and the more fragile one.
Biles, as a brand, was never more human than she is right now. Owning it is the only way to move forward.
💌 Mila Kunis’ NFT lesson for CRM Marketers (July 20, 2021)
Mila Kunis knows more about NFTs and Crypto than you do. I know, that’s annoying. But, instead of only getting pissed off over it, let’s channel this energy to good customer marketing!
See, today, building meaningful relationships with customers is more than ever based on emotions and offering rewarding loyalty programs. Customers want to buy from brands they identify and can connect with on a more personal level.
And what’s more connecting than allowing customers to not only own your products – but also have some real skin in the game?
Kunis is about to release an animated show that in order to watch it, customers will have to buy one of its unique NFTs (“access tokens”), using the cryptocurrency Ethereum – which will give them the right to view any future content under that title.
It’s basically crowdfunding crossed with pay-per-view crossed with blockchain. It’s not as complicated as it may sound, and it’s all the rage. But more, it creates scarcity out of thin air while also bringing real product and real value and allowing customers to feel more involved with your brand’s success.
And so, yes, Mila still knows more than you about blockchain. But don’t get mad, get even.