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This one's about: Why simple is often always better. How we can all lose ourselves in a story. A subscription service for self-improvement. And personalized gastrointestinal care for long-term relief.
When it comes to designing experiences, when is it time to be direct and obvious versus painting the whole, elaborate picture? Can a website be clever and engaging, but also convey what's being offered within a few seconds?
In response to a recent Dr. J.J. Peterson webinar, Matt, Steve, and Emily discuss the brand and marketing messaging we encounter every day, what separates the good brand stories from the not-so-good ones, and wrap-up with a stroll through the digital world of some of the best (and worst) messaging for products being sold today.
Marketing answers the question of what do you do how does it make my life better and how do I get it? Branding answers the question of how does your brand make me feel?
- Dr. J.J. Peterson of Storybrand
Mentioned in this episode:
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This one's about: The formative impact of Spielberg, Scorsese, and a father's love of film. The power of emotional storytelling and short-form content. How does a creative vision become tangible through a filmmaker's eyes? How does one craft something new and original in times like these? Join us for Sam Oddo's story and see why the passion behind a creative career path can be there all along yet undiscovered for a little while.
Take a look at Sam's and his team's most recent work
Hilton 100 Years of Hospitality Video
Bluebird Cocktail Room: A Brand Film
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This one’s about: Six hundred dollar heated bidet solutions, the ever-present possibility of overnight disruptions, and the critical moment of becoming interesting and exciting. Why are shared beliefs between brands and customers so important? Should all brands seek to deeply understand why they exist? And what about generic products and boring, mature markets? Today, Steve, Matt, and Emily ask the hard question: should all brands pursue tribal devotion?
Further Reading
What is tribal devotion and why does it matter?
The Design of Experience: The Tribal Devotion Talk
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This one's about: Fu Manchus, podcast overpopulation, and the detailed Instagram breakdowns of a Whole Foods aficionado. What is it that you want to be? And—more importantly—what do you want to say? In the final episode of season one, Steve, Emily, and Matt discuss the secret sauce of podcasting.
We’ll dive into these ideas and questions as we reflect on the season:
Why do you really want to want to do this?
How to pick a topic: think both narrow and broad.
What do you have to offer?
Do you really know what your audience wants?
Do you need a script?
Does every episode follow the same format?
Do you have some genuine conflict?
Do your research and invest the time.
High quality editing is a must.
Invite some VIP guests (but don’t make every episode an interview).
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This one’s about: Anthropomorphism and hot dogs. The psychology of sounds. Grating voices. The joy of the jingle. Why have jingles fallen out of favor? Will they regain their former glory or continue to be a form of self-parody? Today, Steve, Matt, and Josh discuss the rise and fall of jingles in advertising and riff on the importance of mnemonic branding.
Resources referenced in this episode:
Jingles
I'd Love to be an Oscar Mayer Weiner
McDonald’s: You Deserve a Break Today
Mnemonic Branding
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This one’s about: Witty copywriting, faulty car electronics, the role of music in advertising, the smell of crayons, and cars that float. How can a brand redeem itself after a worldwide scandal? Can we forgive a brand when it overdramatizes a crisis it created? Today, Steve, Emily, and Matt discuss Volkswagen’s evolution from the people’s car to a major lifestyle brand.
Resources referenced in this episode:
Doyle Dane Bernbach print ads for Volkswagen
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This one’s about: Cathead whimsy, avant-garde food establishments, and a nerdy J.K. Simmons. Why is humor so disarming and connective? How do you find the right kind of humor for a brand? Today, Steve, Emily, and Creative Director of Animation, Ryan Thurber, discuss the brilliance and timelessness of humor in the brand experience.
Resources referenced in this episode:
Fifteen4: Animation reel
Artist: Yayoi Kusama
Artist: Ed Ruscha
Artist: Andy Warhol
Bruce Cockburn: Humans, Fascist Architecture
Ryan O’Leary: How 3 Consumer Brands Use Humor to Create Memorable Brand Experiences
Fifteen4: The Adaptive Network video
Bankwest: Halo Payment ring commercial
Brian Regan: Pop-Tarts
Brian Regan: Reading
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This one’s about: Motorcycle gang morality, software taste testing, and Apple evangelism. Is culture more impactful than company strategy? How can you find what truly holds meaning for consumers? Today, Steve, Emily, and Matt discuss the consumer journey to tribal devotion.
Resources mentioned in this episode:
Delivering Happiness by Tony Hsieh
Tribal Marketing, Tribal Branding by Brendan Richardson
Slack’s $25 Billion Dollar Secret Sauce by Andrew Wilkenson
How I Built This with Guy Raz: Slack & Flickr, Stewart Butterfield
Tribal Leadership by Dave Logan, John King, and Halee Fischer-Wright
Stages of Tribal Leadership cheat sheet
Nielsen Norman Group: Don Norman
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This one’s about: Redemption burritos, the Woke Washing Epidemic, and the striking similarities between guts and guac. How has authenticity become commercialized? What can seeing into a restaurant’s kitchen teach us about running a business? Today, Steve, Emily, and Matt get transparent about transparency.
Resources mentioned in this episode:
Adweek: 3 Big Cannes Lions Takeaways Marketers Can Learn From
AdAge: Why top-to-bottom rebrands are all the rage
Upserve Restaurant Insider: The Naked Restaurant: Restaurants Bare All in Move to Transparency
Fierce Conversations by Susan Scott
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This one’s about: The attitude adjusting powers of Woodford Reserve, the party scene in airport terminals, and moments of clarity in a P.F. Chang’s. What’s the ROI of a smile? How can anticipation and spontaneity take your brand from respected to preferred? Today, Steve and Emily discuss how the smallest moments can have the biggest impact.
Resources mentioned in this episode:
The Culture Blueprint by Robert Richman
Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh
How I Built This with Guy Raz | Zappos: Tony Hsieh
The Advantage: Why Organizational Health Trumps Everything Else in Business by Patrick Lencioni
Ideas to get you started on some little things:
Personalization
Anticipation
Familiarity
Empathy
Complimentary goods/services
Establishing trust
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This one’s about: Indestructible hot beverage containers, shooting Womp rats in a T-42, and the surprising positives behind cardboard pizza crust. What stories need to be told? How does a brand cast their buyer as the hero? Today, Steve and Emily talk about the elements of storytelling that resonate with human beings.
Resources referenced in this episode:
Save The Cat! The Last Book on Screenwriting You'll Ever Need by Blake Snyder
Reply All - a podcast by Gimlet Media
Diamondback Brewing Company - Locust Point, Baltimore, Maryland
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This one’s about: Parenting-induced time travel, The Cult of Anti-Instagrammers, and the definition of digital as told by Walt Whitman. Should you tell stories you don’t believe in? Are there analog experiences impossible to translate into the digital world? Today, Steve and Emily—and Matt, again—discuss how to discern genuine acts of authenticity in an age where being authentic is a trend.
Resources referenced in this episode:
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