your monthly hit of marketing street knowledge

THE BRAND NEW THANG ISSUE

FEBRUARY 2019

This month, we are celebrating a new thing: our first issue launched with our new brand design, on a new platform that went live on New Year’s Eve. So we dug way back into the Rockstar CMO  record box and unearthed a classic collection of the work of one Mr. James Brown: Funk Power – 1970: A Brand New Thang. Welcome to The Brand New Thang issue.

Our rolling stone that’s sharing the good stuff from our super group of Rockstar CMOs continues to gather momentum. This issue we have three articles that tap directly into the source: The Green Room, Tales from the Tour Bus and we go Backstage, for a fabulous Q&A with Margaret Molloy, Global Chief Marketing Officer and Head of Business Development at Siegel+Gale.

The presence of not one, but two of our regular rock stars on a podcast could not go without comment here. We share, uncut, an episode from L. Michelle Smith’s new podcast, The Culture Soup, where she chats to Ted Rubin about persona and branding – it’s a tune you have to drop. And of course Ted tells it straight in his usual column, with some great advice about relationships with employees and customers. Read more.

We also have our usual features, Casey Petersen returns with some advice on smashing your marketing goals with employee content, and in this issue, we try and teach ‘One and Done’ marketing to fly – but instead we end up making a massive splash in the Rockstar CMO swimming pool

I hope you enjoy this issue. If you have any thoughts and comments (or if you have a rant you’d like to get off your chest), get in touch.


The Green Room: Working with an Agency Backing Band

The Green Room: Working with an Agency Backing Band

Each month in the Green Room we return backstage to pose a question to our Rockstar CMOs. This month Ian Truscott catches up with five of them and they share their advice on working with agencies. …
How to Build Better Relationships with Customers by Learning, Participating, and Helping

How to Build Better Relationships with Customers by Learning, Participating, and Helping

Want to learn how to take your customer relationships to the next level? Ted Rubin has you covered …
Two Rockstars, One Podcast: L. Michelle Smith talks to Ted Rubin

Two Rockstars, One Podcast: L. Michelle Smith talks to Ted Rubin

This month two of our favorite Rockstar CMOs got together, as L. Michelle Smith welcomed Ted Rubin to The Culture Soup podcast to talk personal branding. Here we share why we’re shouting for an encore. …
Take Your Employee Advocacy Mindset to the Next Level

Take Your Employee Advocacy Mindset to the Next Level

Your employees are more important to the success of your company than you might think. Our resident rock star Ted Rubin breaks down how you can build an environment that your employees can create, innovate and thrive in. …
Game On

Game On

Welcome to 2019, where the eSports industry is worth a cool $1.65 billion, celebrity video gamers earn $500,000 a month live-streaming Fortnite to hundreds of thousands of viewers, and more of us are playing video games than ever before. Ian Hsieh asks: Will the marketing revolution be gamified? …
Everybody Has a Star

Everybody Has a Star

China is now only a year from launching its Social Credit system, in which every person’s trustworthiness is ranked – like an Uber ride or a hotel on TripAdvisor. David Waller investigates the impact on brands. …
How To Scoop Content With a Real Fresh Flavor

How To Scoop Content With a Real Fresh Flavor

Casey Petersen on how an ice cream shop employee reminded him of the best way to smash those 2019 marketing goals. Changing your attitude to employee generated content. …
Speaking in Tongues

Speaking in Tongues

The world of rock revels in symbolism. It’s a medium where the visual speaks almost as loud as the lyrics and the same is increasingly true of social media, where the emoji rules. Decode them and they’re an untapped well of digital marketing, writes Gareth May. …
Backstage with Margaret Molloy

Backstage with Margaret Molloy

Margaret Molloy, Forbes Top 5 Most Influential CMOs talks about the power of simplicity, always staying relevant to the customer, and building brands into movements. …
Into the Pool #11: One and DONE!

Into the Pool #11: One and DONE!

This month, Ian Truscott is inspired by Wendy Bryant-Beswick, VP of Marketing at Service Credit Union, and ponders if time is up for ‘one and done’ marketing. …
Tales from the Tour Bus: Tom Gatzen

Tales from the Tour Bus: Tom Gatzen

Taking us for a spin in his tour bus this issue is life-long Londoner Tom Gatzen, co-founder of ideal flatmate – a digital matching service for generation rent to find their perfect pairing. Better wave goodbye to those passive aggressive fridge notes …
When It Comes to Content – Let It Flow!

When It Comes to Content – Let It Flow!

Paid, owned and earned – it’s a very neat wrap up of how brands should organize their content. If only it were that simple. censhare’s Morag Cuddeford-Jones explores the perils, pitfalls and potential of how we organize and use our content. …
I Know You Got Soul – Brands Need to Show They Got the Feelin’

I Know You Got Soul – Brands Need to Show They Got the Feelin’

Your brand story doesn’t get you very far if you are just puffing your chest out and telling people what you think they want to hear, whether you are selling soft toys or software, to engage with a consumer every brand has to have a story with some soul and with the Bobby Byrd/James Brown hit “I Know You Got Soul” on repeat, Ian Truscott digs deeper. …
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