marketing opinion uncut


August 2018

In this month’s dose of marketing street knowledge, we’ve definitely crossed the tracks as our writers take us to the wrong side of town. We’ve slapped the parental advisory sticker onto this issue, and there was only one album that could be our theme – welcome to Straight Outta Compton.

Gareth May takes a look at using humor in marketing, Dave Waller fiddles with our moral compass in Selling Death Row, we welcome Stephen Kelly to the band to explore the use of profanity in marketing in Parental Advisory, and John Andrews returns to give us some advice on marketing to kids

As well as, of course, all of our usual beats and rhymes from Ted Rubin and Robert Rose, we get backstage with two more Rockstar CMOs – Christine Bailey and Tom Wentworth, and listen for the splash as we shove Push Marketing into the pool.


The Editor.

“You are now about to witness the strength of street knowledge.”

Dr Dre  

Marketing to Kids Through Their Parents

Photofy CEO – and father – John Andrews on why parents banning their kids from games like Fortnite might be counterproductive, and marketers should be proactive in transforming a product that’s Parental Advisory, into one that’s Parental Recommended…

Selling Death Row

It’s the dilemma every marketer faces sooner or later: is it right to be selling this product? Dave Waller investigates and finds out that the answer’s not as black and white as you might think…

Marketers, Get Straight Outta Your Compton

Ian Truscott looks at rap past and present, and finds that NWA, Public Enemy and Lil Uzi Vert hold the secret to breaking out of your bubble to build a loyal, engaged community.…

No Gag Reflex: Side Splitting Marketing

Rock and comedy make strange bedfellows and the same can be said of marketing and mirth. Gareth May finds out why rib tickling isn’t always tickety-boo for the public image, and the power of laughter if you get it right.…

Into the Pool #5: Push Marketing

It seems Rockstar CMOs do not like anything that’s easy, cheap, driven by the machine and annoys 99.99% of the people it touches. John Andrews chimes in with Push Marketing…

Digital Marketers Need to be Reminded: Walk in Your Customer’s Shoes

Our resident rock star, Ted Rubin, on why marketers need to really understand what their audiences want, before they – and their products – become irrelevant.…

Traditional Retailers Are Failing and it’s Not Amazon’s Fault

Ted Rubin argues that instead of laying the blame for poor performance elsewhere, traditional retailers should be looking in the mirror, taking a closer look at their customers, and innovating to best serve those customers.…

Backstage with Christine Bailey

Christine Bailey is CMO of Valitor, having forged a career in the tech sector, she’s led European marketing for Hewlett-Packard and Cisco Systems, and writes frequently for Forbes Woman…

When Your Competitor Gaslights You

Ever been badmouthed, undermined or falsified? Robert Rose shares some valuable advice on the best way to deal with being ‘gaslighted’…

Backstage with Tom Wentworth

Ian Truscott chats to Tom Wentworth CMO at Boston-based RapidMiner, where he heads up global go-to-market strategy, product marketing and communications…

Parental Advisory

When the sweary, sarcastic Deadpool crashed into our cinemas in 2016, it took over $130 million in its opening weekend, making it the biggest opening for an R-rated movie ever. With the second instalment proving just as successful, Stephen Kelly gets down and dirty, exploring how you can swear your way to an unforgettable campaign…

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