Avsnitt
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We're joined by the Co-founder of Hyrox in this episode, Moritz Fuerste. Hyrox is a global fitness race that combines running with functional exercises. Hyrox is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. Their origin story stemmed from identifying a gap in the fitness market for a measurable, repeatable sport that is accessible to everyone. Moritz discussed the model his team has used for a community-driven growth strategy that focuses on organic social media and partnerships with local gyms. This approach has allowed Hyrox to educate potential customers about their new product while creating a mutually beneficial relationship with fitness centers.
We break down Hyrox's unique marketing playbook, which focuses on event-centric promotion and word-of-mouth marketing over paid digital advertising. Moritz explains how their long purchase cycle is similar to buying a car, and how this has influenced their marketing approach. He also touches on the challenges of balancing mass participation with elite competition in their messaging & comms. As Hyrox continues to grow, they're now focusing on maximizing reach through live streaming of major events, seeing this as a key channel for media exposure. Throughout the episode, Moritz emphasizes the importance of adapting messaging, trying new things, and being willing to make mistakes in building a successful challenger brand.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/m8FSZUGMUP4
📚 Chapters:
(00:00:00) - Intro(00:03:45)- Favourite Challenger Brand - Automotive Industry 🚗(00:07:00) - What is Hyrox? 🏃(00:11:50) - Hyrox’s Point-of-difference(00:21:00) - Why Hyrox has never invested in digital marketing(00:24:00) - What actually worked for Hyrox’s growth(00:41:00) Lightning Round ⚡🖊️Mentioned in the show:
CMO of Fever-tree episode - Jeremy KanterFever-TreeScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Moritz Fuerste of Hyrox in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Eric on LinkedIn and tweet him @efulwiler.
Find Moritz on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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We’re joined by the CMO of Fever-Tree, Jeremy Kanter in this episode. Fever-Tree is a global brand that sells premium drink mixers designed to complement the world’s finest spirits 🥂✨. We discuss, 1 - How incumbents view innovation, 2 - The signs that a category is ripe for disruption, and 3 - What it truly takes to build an authentic premium brand. As Jeremy reveals in this episode, customers often don't think about your products as obsessively as you do; They make decisions based on what’s top of mind for them, and their previous experiences with the brand. So, if you want your customer to ‘stick’📌& have a ‘high lifetime value’, then you need to ask yourself if your product is superior to the rest.
Fever-Tree has an obsessive focus on using the best ingredients and processes, which has allowed them to deliver a noticeably superior & better-tasting drink than their competition. They recently overtook Schweppes to become the top tonic water in the US. Jeremy tells us how we need to be “unreasonable” about quality and not accept the category norms because it’s the job of marketers to find innovative ways to add value. We dive into what it takes for a brand to be recognized as “premium” in its category, and how to mobilize ‘advocates’ to build the grassroots support your brand needs, especially in its initial stages 🌱🤝. Jeremy's marketing model begins with an exceptional product, developing channel/ritual advantages, cultivating advocates, and only then moving to broader advertising & comms. If you are in a crowded category and want to stand out with a premium & differentiated brand, then this episode is for you! 🌟🚀
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/8HRwwHaR_rE
📚 Chapters:
(00:00:00) - Intro(00:03:45) - Favourite Challenger Brand 👊(00:08:55) - What is Fever-Tree? 🍷(00:18:10) - When is the right time to innovate in a category?(00:23:30) - How to build a premium brand? 💸(00:31:15) - Customer advocacy: Fevertree’s Playbook 📖(00:36:20) - Does a Grassroots Approach Always Work?(00:42:00) - Fever-Tree’s Marketing Model 🌎(00:45:30) - Lightning Round ⚡🖊️Mentioned in the show:
CMO of Beavertown episodeMonzo bankCognitive bias page El Bulli - Best restaurant in the worldFavorite challenger brand: Bare BiologyScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Jeremy Kanter of Fever-Tree in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Eric on LinkedIn.
Find Jeremy on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Saknas det avsnitt?
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In this episode, we are joined by the SVP of Brand Marketing and Communications at Grindr, Tristan Pineiro. Grindr is an online dating & meetup app predominantly used by gay and bisexual men and the trans & queer community. Tristan’s marketing philosophy is to understand and align the three brand truths - who you say you are, who people say you are, and who you really are. He emphasizes that finding the authentic, true brand narrative serves as the foundation for a successful marketing function 📈.
Throughout the episode, he advocates for a ‘social-led’ marketing discipline, which means that you create engaging content to drive brand affinity while focusing on insights around how the most engaged users actually use the product. He breaks down the mental models that he uses to get buy-in from leadership on brand positioning while balancing commercial realities with the brand's purpose. We also discuss how Grindr uses content to extend the brand’s story across different channels & markets 🌍. If you want to learn how your team’s content efforts can help in building an authentic yet differentiated brand, then this episode is for you!
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/RjxLbD5yss8
📚 Chapters:
(00:00:00) - Intro(00:05:32) - Why Barbie killed it 🌟(00:09:10) - What is Grindr 💡(00:11:45) - Grindr’s Positioning 🎯(00:13:30) - First 6 months as a CMO(00:21:15) - Differentiation: Grindr’s perspective 🔍(00:31:30) - Social-Led Marketing 🌐(00:42:09) - Strategy - the Art of Sacrifice (00:43:35) - Lightning round ⚡(00:43:42) - Best Career Advice(00:44:24) - Marketing Pet Peeve(00:45:30) - One thing People Should do Differently🖊️ Mentioned in the show:
Favorite challenger brand - Mattel Who’s the asshole podcast from Grindr Stats wrap report about Gay culture - Grindr partners with HIV testing companyScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Tristan Pineiro of Grindr in this episode
Find Rival online at www.wearerival.com, LinkedIn.
Find Eric on LinkedIn.
Find Tristan on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode, we are joined by the CMO of Tomorrow.io, Dan Slagen. Tomorrow.io is a global weather intelligence brand that provides predictive insights to help major brands and governments mitigate operational risks from weather events. Despite being a Series E company with a marketing team of just 4 people, Dan shares how they have built a major brand around their service through 1- Creative storytelling, 2- Leveraging media coverage, and 3- Establishing "weather intelligence" as a new category altogether (which they now lead) ⛈️.
Dan discusses the marketing principles and practices that allow his lean team to punch above their weight 👊. He covers multiple key strategies, including a strong alignment with the sales team & building processes around AI/automation. He also emphasizes the importance of balancing short and long-term initiatives, taking creative swings with a test-and-learn approach, and the importance of speaking the language of the CEO. At the end of the episode, he shares the playbook he uses to maintain a CEO mindset as a CMO and the importance of understanding the CEO's priorities; after all, he is the author of ‘Understanding Startup CEOs’ 📚. If you’re in a mid-senior marketing position and want to learn how to build trust and have a better relationship with the rest of the leadership, then this episode is for you.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/MP9CdTW2VaI
📚 Chapters:
(00:00:00) - Intro(00:06:00) - Weather Intelligence Brand 🌧️ - Tomorrow.io(00:23:18) - Building a long-term marketing plan(00:33:01) - Lean marketing - how to do more with less(00:41:05) - How to decide what to not do?(00:43:33) - Creativity in Campaigns(00:47:12) - Taking big swings & innovations(00:49:00) - Hiring AI Marketer 👷(00:54:10) - Understanding startup CEOs🖊️Mentioned in the show:
Favorite challenger brand - Liquid DeathUnderstanding Startup CEOs bookScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Dan Slagen of Tomorrow.io in this episode.
Find Rival online at www.wearerival.com, and LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
Find Dan on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode, we are joined by Andrew Garrihy, a veteran global CMO who spent several years working in senior marketing roles at major Chinese companies like Huawei and Didi. Andrew shares his fascinating experiences navigating the complexities of Chinese business culture as a Western executive. He provides invaluable insights into understanding the mindset and values that shape the Chinese professional environment, such as the emphasis on collective wisdom, respect for hierarchy, and the relentless pursuit of progress.
He walks us through the "agile marketing" framework he implemented at Huawei, where they would launch around 50 new smartphone products per year, with about 3 being major flagship launches that required launching across 15 European countries, with only 90 days to plan and execute on all campaigns. This approach included long-term strategic planning with extreme agility, continual testing, and dedicated innovation budgets. Andrew also talks about his new passion project, the CMO Coach, which aims to provide mentorship to emerging marketing leaders to maximize their potential.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/mmRPhJxDZb8
📚 Chapters:
(00:00:00) - Intro(00:07:00) - Andrew's Background 🎒(00:08:30) - What Led Andrew to China 🇨🇳(00:14:40) - The Culture Map - How to Thrive in Other Cultures? (00:15:55) - How to Thrive in Chinese Culture? (00:23:38) - How Do You Build a Brand in the Chinese Market? 📈(00:34:39) - How Did Andrew Really Make It Work? (00:40:03) - What Is the CMO Coach? 🧑🏫(00:45:30) - Lightning Round ⚡(00:46:00) - Best Career Advice (00:46:10) - Marketing Pet Peeve (00:46:50) - One Marketing Tool You Can't Live Without ⚒️(00:48:10) - One Thing People Should Do Differently?🖊️Mentioned in the show:
Nio The culture map book Build your dreams FMML - Rival’s F*** My Marketing LifeCuro - Share of Search Brand TrackerScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Andrew Garrihy from the CMO coach in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Eric on LinkedIn and tweet him @efulwiler.
Find Andrew on
LinkedIn.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Jose Moreno, the CMO of USA Pickleball, joins us in this episode to share USA Pickeball’s journey from a small governing body (with just 4-5 employees a few years ago), to now leading the charge as the fastest-growing sport in America. How did they do this? - By building a strong sense of community around the sport. Jose emphasized the importance of constant listening and adapting to authentically 'build credibility' with their player base, instead of simply dictating from the top down.
The brand built credibility in the niche through strategic partnerships with brands from other industries, like Fortune Tires and Skechers. Additionally, Jose shared insights on the challenges of prioritizing and executing as a small marketing team to keep up with the surging demand, cautioning against trying to be "all things to everybody". The conversation is full of useful tips and insights from USA Pickleball's journey to becoming the top contender in the rapidly growing pickleball world, highlighting the significance of community, authenticity, and strategic prioritization.
Watch the video version of this podcast on YouTube 📺: https://youtu.be/yxN4dLvYJBM
Mentioned in the show 🖊️:
Challenger brand: North face
📚Chapters:
00:00:00 - Intro
00:04:10 - Favourite challenger brand 👊
00:06:10 - What is Pickleball 🎾
00:17:36 - Positioning of the Pickleball Brand
00:21:11 - How to do More with Less 🤏
00:24:46 - A Typical Week for the Pickleball Team
00:29:57 - Product Innovation from Customer Feedback - Pickleball’s version
00:38: 40 Lightning Round ⚡
00:38:50 First Marketing Job 🧑💼
00:39:50 - Best Career Advice for Marketers
00:40:49 - Best Brand Campaign
00:41:50 - Pet Peeve of Marketing
00:42:38 - Best Marketing Tool ⚒️
00:43:01 - What should people do differently after this episode?
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Jose on LinkedIn .
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Dylan Jones, the CMO of Podium Nutrition joins us in this episode to share the story of Podium - from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. The key? Focusing on lifestyle and entertaining content to build authenticity over traditional product marketing. Dylan talks about the importance of understanding the core "pain points" of a niche audience and creating valuable content & experiences around those points, rather than just “pushing products” like salesmen.
Podium established credibility within the CrossFit community through partnerships with influencers like Matt Frazier and Buttery Bros (who also later became equity owners). We learnt that brands should focus on developing a unique personality that entertains customers, not just ‘educates’ them. Furthermore, Dylan shares valuable insights on successfully transitioning from a niche market to a broader audience while cautioning against the dangers of "over-partnering." For marketers aiming to build culturally relevant brands with passionate ‘fans’, this conversation is packed with practical advice and insights from Podium's journey to becoming culturally relevant.
Watch the video version of this podcast on YouTube 📺: https://youtu.be/-T4ZIQrbiRc
🖊️Mentioned in the Show:
Rival New VIS IDInstagram reel Favourite Challenger Brand: LSKDNike Kids Shoes Campaign📕Chapters:
(00:00:00) - Intro 🕰️
(00:06:55) - Favorite Challenger brand ⭐
(00:10:25) - What is Podium Nutrition? 🍏
(00:12:02) - Podium’s take on influencers 👩👩👧👦
(00:27:00) - Where do brands go wrong in expanding to new niches? 🌍
(00:40:25) - Playbook to beta test a new category 📊
(00:43:00) - How do you move to retail from DTC 🛒
(00:46:36) - Lightning Round ⚡
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan offers a fresh perspective on the age-old debate between brand building and performance marketing. He introduces ‘performance branding’ - an approach that focuses on building brand awareness through emotionally resonant & entertaining content, while strictly measuring & optimizing for performance metrics. This simple strategy has been key 🔑to the success of brands like Ozlo, and Purple, where he previously worked.
When you want marketing to be ‘successful’, you need to have some foundations in place. Bryan emphasizes starting with a strong, differentiated product as the core foundation for successful marketing, as a great product enables authentic word-of-mouth, customer advocacy, and a genuine brand story to tell. Additionally, he discusses the importance of creative partnership. A creative partnership means that a) you are working closely with creative partners who understand performance goals, b) you have a structured process for developing creative content, and c) you continually testing different variations to drive business results. After all, we are all spending real dollars on all the ‘brand stuff’ 💰. This episode is packed with valuable insights into building culturally relevant brands while driving measurable growth.
Watch the video version of this podcast on YouTube 📺: https://youtu.be/PF7B7y7LvFw
🖊️Mentioned in the Show:
Stanley Starbucks x Target Limited edition valentines day cup Stanley Cup survives car fireOzlo sleep - Valentine's day spotChapters: 📕
(00:00:00) - Intro
(00:03:30) - How Stanley Cups hijacked culture 🎭
(00:12:10) - What is Ozlo Sleep?
(00:15:23) - Performance Branding - How to get started 📈
(00:24:44) - Why constraints drive creativity for brands like Ozlo
(00:25:45) - Performance branding summarised - Ozlo’s take
(00:32:30) - What is the split between performance and brand for a modern marketer?
(00:34:30) - Why did the CMO & CEO of Solo Stove get fired?
(00:39:00) - Choosing the right creative partner 🤝
(00:42:00) - Role of the product in driving growth
(00:47:00) - What do you do post iOS 14? 🍎
(00:50:23) - Best career advice
(00:50:29) - All-time pet peeve in marketing
(00:50:55) - Best marketing resource
(00:51:05) - What should people do differently?
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Bryant on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this insightful episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category. Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements. In the episode, Ashley discusses the importance of creating products that not only meet a tangible need but also carry a deeper meaning for consumers, similar to Dove's approach to female empowerment. She covers the role of storytelling in altering fixed consumer behaviors and the impact of platforms like TikTok in creating ‘ever-green content’. With over 14 years of experience at Unilever, she talks us through the differences in challenges & opportunities for challenger v/s incumbent brands.
In the second half of the episode, she talks about the brand's commitment to leveraging customer insights and how the DTC model allows for a more personal and interactive shopping experience. If you’re looking for insights on building something that’s different & stands out, tune in to this episode. We’re sure you’ll find something that you can take away & apply. 🚀🛍️
Watch the video version of this podcast on YouTube 📺: https://youtu.be/UIaMkxgsOCc
🖊️Mentioned in the show:
Care of brand - Personalised Vitamins
📕 Chapters
(00:00:00) - Intro(00:04:50) - Favorite challenger brand(00:08:56) - What is Noteworthy?(00:11:00) - Incumbent v/s Challenger - How do you go to market?(00:19:40) - How does experience at Unilever affect your challenger marketing playbook?(00:23:02) - Aspirational marketing at Noteworthy(00:34:40) - How do you apply what you learn from customer insights?(00:40:00) - Lightning Round(00:40:14) - First Marketing Job(00:40:24) - Best piece of career advice(00:40:38) - Best Marketing ToolScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Ashley Boyce of Noteworthy in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Ashley on LinkedIn.
Watch the video version of this Podcast on YouTube.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap 🧻, Ronalee Zarate-Bayani, joins us to share how they've turned their unique brand identity and commitment to purpose into their superpower. You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. In this episode, Ronalee talks about the importance of understanding what makes your brand special and using that to stand out instead of focusing too much on the competition. She explains Who Gives A Crap’s business model of donating 60% of their profits to eco-friendly causes and how they navigate the challenges of balancing profit with purpose. She also tells us about the benefits of being a smaller, agile company that can quickly adapt and test new ideas in the market.
In the second half, she emphasizes the significance of not just winning customers, but turning them into advocates for the brand 🔈. We learned from her how it's okay for some marketing initiatives to fail, as these are opportunities for learning and growth. She demonstrates how embracing the company's unique strengths and values fosters creativity and innovation through examples. Additionally, she discusses how to strengthen the marketing function by being deliberate about distinguishing short-term from long-term revenues and plans. This episode provides valuable insights into building a profit-first yet purpose-driven brand ♻️.
Watch the video version of this podcast on YouTube 📺: https://youtu.be/UIaMkxgsOCc
🖊️Mentioned in the show:
Liquid DeathBrewdogOatly📕 Chapters:
(00:00:00) - Intro
(00:03:50) - Favorite Challenger Brand 😊
(00:07:40) - What is Who Gives A Crap? 🚽
(00:09:40) - What is the difference between a Chief Brand Officer and Chief Marketing Officer?
(00:11:00) - Rules & Principles to Build a Profit-First Brand (Who Gives A Crap’s Edition) 💼
(00:16:20) - Leading with a Proposition that Customers Care About 💡
(00:20:30) - How do you Balance Messaging & Comms? 📣
(00:33:04) - How Constraints Drive Creativity for Who Gives a Crap 🤔
(00:35:52) - How does Marketing Drive Product Innovation? 🚀
(00:40:10) - Biggest Win Recently 🏆
(00:40:35) - Recent Struggle
(00:41:46) - The Best Marketing Resource 📚
(00:42:51) - Biggest Lesson You’ve Learnt in Your Career 🎓
(00:43:50) - One Thing People Should Do Differently ✨
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Ronalee Zarate-Bayani of Who Gives A Crap in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Ronalee on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler - https://www.linkedin.com/in/ericfulwiler/
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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NASCAR, a titan in the sports industry, is known for its rich history and thrilling races. Peter shares insights into how NASCAR continues to innovate and remain relevant in a rapidly evolving entertainment landscape. 🚗💨🎙️In this episode of Scratch, the CMO of NASCAR, Peter Jung joins us to dive deep into the world of sports marketing, brand evolution, and the key initiatives propelling NASCAR into the future. 🏁🌟
He discusses the importance of category disruption, the impact of viral marketing campaigns, and the strategic focus on diversity and inclusion to broaden NASCAR's fan base. He highlights the role of digital platforms and content creation in engaging new audiences, including a partnership with Netflix for the upcoming show "Full Speed," aimed at giving fans a behind-the-scenes look at the sport. He also touches on the challenges and opportunities in sports marketing, the evolution of NASCAR's strategies, and the significance of building a strong community around the sport. 🧑🤝🧑❤
Watch the video version of this podcast on YouTube 📺
🖊️ Mentioned in the show:
Challenger brand - Stanley DEI initiatives Tableau - can't live without it NASCAR’s show - "Full Speed"New media rights deal - NASCAR📕 Chapters:
(00:00:00) - Intro
(00:04:00) - Favorite Challenger Brand? 🥊
(00:11:00) - The NASCAR Brand and Business 🏢
(00:18:01) - The Changing Nature of the Sports Category 🏑
(00:22:20) - Approach and Priorities as the CMO of NASCAR
(00:26:30 ) - Approach to New and Emerging Channels 📈
(00:32:00) - In-house and External Structure for NASCAR
(00:35:10) - Exciting Developments for NASCAR - Full Speed 🚗
(00:42:35 ) - Lightning Round ⚡
(00:42:40) - First Marketing Job you ever had 💼
(00:42:55) - The Best Piece of career advice 🌟
(00:43:39) - Best Brand Campaign
(00:44:20) - Best Marketing Tool 🛠️
(00:44:50) - One thing people should do differently 🔄
(00:45:20) - Favourite moment from NASCAR’s Netflix show
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Peter Jung of NASCAR in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Peter Jung on LinkedIn
Find Eric on LinkedIn and tweet him @efulwiler
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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🎙️In this episode of Scratch, the CMO of Calendly, Jessica Gilmartin joins us to discuss the evolution of their brand and their approach to building total customer-centricity.🌟📊 We’ve all used Calendly at some point in our work lives. For the uninitiated, Calendly is known worldwide for revolutionising the way we schedule meetings. It is more than just a tool—it's a comprehensive solution shaping the future of business interactions. In our discussion, Jessica tells us how Calendly continues to stand out in a competitive market. 🗓️💡 She shares her favourite marketing mantra: “Understanding your competitors is crucial, but it's the obsession with customer needs and experiences that truly drives business growth”.
She discusses the significance of integrating customer insights into every aspect of business operations, from product development to the messaging in marketing strategies. Understanding market dynamics and a strong partnership with the leadership team forms the core of Jesicca’s marketing approach. The discussion between Eric and Jessica also talks about how Calendly harnesses creativity within its marketing team, continually reinventing its approaches to maintain a strong connection with its customers. 🧑🤝🧑❤️🔍 Jessica also walks us through building Calendly's distinct market positioning, revealing how iterative testing and feedback (which are especially crucial in long B2B sales cycles) are key to refining their marketing strategies. 🤖🆕🚀If you’re in product/tech marketing, you’ll surely enjoy this episode.
🖊️ Mentioned in the show:
Favourite challenger brand - BrexClozeBurger King Whopper SongWatch the video version of this podcast on YouTube 📺: https://youtube.com/playlist?list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&feature=shared
📕 Chapters:
(00:04:30) - Favorite Challenger Brand 😊
(00:14:20) - How did the positioning develop for Calendly? 💡
(00:17:00) - How does Calendly understand its customers’ needs? 🤔
(00:21:27) - What are the different disciplines of Marketing that sit within Calendly? 📚
(00:23:00) - Being Idea-led v/s data-driven - Calendly’s take 💭
(00:27:30) - Tracking Results 📊
(00:29:20) - Creative destruction 💥
(00:36:20) - The next exciting thing for Calendly 🚀
(00:41:20) - Lightning Round ⚡
(00:41:56) - First Marketing Job you ever had 💼
(00:42:24) - The Best Piece of career advice 🌟
(00:42:48) - Best Brand Campaign - Burger King 🍔
(00:43:30) - Best Marketing Tool 🛠️
(00:44:00) - One thing people should do differently 🔄
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Jessica Gilmartin of Calendly in this episode
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Jessica on LinkedIn - https://www.linkedin.com/in/jessicagilmartin/
Find Eric on LinkedIn and tweet him @efulwiler - https://www.linkedin.com/in/ericfulwiler/
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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🎙️In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from CPG to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger brand, DuckDuckgo has had over 71 Billion searches since its inception, and it’s continuing to grow. She walks us through her process of scaling a brand from product-market fit to market dominance. She explains how marketing is not just a cost centre but has the potential to be a significant growth driver, especially in a landscape as dynamic as tech.
🔍 Being completely privacy-focused, she discusses attribution from non-digital channels and the importance of finding innovative methods to test the effectiveness of your campaigns. This episode is packed with insights for both marketers and privacy advocates. Through her experiences, we gain a deeper understanding of advocating for online privacy, challenging established tech giants, and creatively engaging with audiences while adhering to strict privacy standards. Tune in to get some valuable insights and join the conversation on the evolving landscape of ethical privacy practices in marketing in this brilliant episode.
Watch the video version of this episode on Youtube ⏯️:
📑Chapters:
(00:04:03) - Favorite challenger brand
(00:14:00) - Why Marketing isn’t an afterthought in tech
(00:21:00) - How did Duck Duck Go approach marketing while keeping privacy at its core?
(00:29:00) - How Duck Duck Go plays on a level playing field
(00:40:00) - The creative side of marketing for Duck Duck Go
(00:42:46) - Lightning Round ⚡
(00:42:50) - First Marketing Job you ever had
(00:43:02) - The Best Piece of career advice
(00:43:56) - Best Brand Campaign - Walmart
(00:45:20) - Best Marketing Tool
🖊️ Mentioned in the show:
Favourite Challenger Brand 🥊: Ruggable Walmart’s Rom-comChevrolet Alzeihmer’s AdI’ll be watching you - DuckDuckGo AdScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Cristina Stanley of DuckDuckGo in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Cristina on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve?
In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It’s a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire industries.
In this week’s episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we’ve had with the best CMOs in the world from PepsiCo to P&G, Beavertown to Bloom & Wild, we decode the 10 core principles of how to market like the best challenger brands in the world.
You'll hear from the likes of Gary Vee, Linda Boff, Rory Sutherland, and Jim Stengel on topics ranging from customer centricity to frameworks for innovation and the ability to understand and utilize data correctly. In this special episode, we cover all the timeless principles you need to be a high-performing modern marketer. Use this episode as a reference guide and drop in and out for the chapters and feel free to check out the full episodes all linked below.
Welcome to Challenger Marketing Decoded!
🎧Listen to this episode on your favorite platform - https://link.chtbl.com/scratch
⚡️Mentioned in the show:
CMO Mindmap - https://www.wearerival.com/content-hub-articles/rival-cmo-mindmap
Jobs to be done Framework - https://www.wearerival.com/content-hub-articles/ep-19-how-to-apply-jobs-to-be-done-to-brand-building-with-bob-moesta
BRIDGE by MENA fintech association - https://ffnews.com/newsarticle/fintech/mena-fintech-association-mfta-establishes-bridge-fintech-marketing-working-group-and-appoints-eric-fulwiler-as-chair/
Episodes from the show:
https://www.youtube.com/watch?v=-OPw54tqxq0&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=20
https://www.youtube.com/watch?v=Y_n0VhdyyYk
https://www.youtube.com/watch?v=62GtGz-fEeo
https://www.youtube.com/watch?v=qPt1fSGx2jI
https://youtu.be/nVbx9Rvlb_4?feature=shared&t=1156 https://www.youtube.com/watch?v=EdZK9QP7IWM
https://www.youtube.com/watch?v=X8q1qNRBUug
https://www.youtube.com/watch?v=Nx4lar_bCCU&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=18
https://www.youtube.com/watch?v=rmUvxucIJl4
https://www.youtube.com/watch?v=JYDaO-BUCgs&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=30
https://www.youtube.com/watch?v=TkfrqXylt84
https://www.youtube.com/watch?v=ZU0pcEs1Ub4
https://www.youtube.com/watch?v=QX8gU6yOoXw
https://www.youtube.com/watch?v=K8EqSgJw0JE
https://www.youtube.com/watch?v=tbh2xFaPgJA
https://www.youtube.com/watch?v=hzy9ObAwCWY
https://www.youtube.com/watch?v=_JjI-KKt2jc
https://www.youtube.com/watch?v=27kph5ACL7w
https://www.youtube.com/watch?v=KZbioThkpa8
https://www.youtube.com/watch?v=CaLosX00540
📕Chapters
(00:00) Introduction to show
(07:06) Framework for innovation with Eos and General Electric
(20:30) Relentless focus on the customer with Smile Direct Club, Activision, and Martin Lindstrom
(44:09) Seeking out new, different perspectives and ideas with Rory Sutherland, PepsiCo, and Mastercard
(01:03:20) Moving fast on the things that matter with Seedrs, Gary Vaynerchuk and Jim Stengel (P&G)
(01:17:20) Be creatively brave with Mint Mobile & Magnolia Bakery
(01:30:40) Managing the people/ Building a team - with, Gymbox & Flywire
(01:51:27) Brand differentiation with Formula-E, Beavertown & HereWeFlo
(02:08:30) - Double down on the data with Resident & Bloom & Wild
(02:20:12) - Stay on top of your craft with Hubspot
(02:25:49) - Love what you do
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode, Johnny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level. 🌍📈The stakes of the sport are extremely high, with viewership over 1 Billion in 34 countries with 3.6M followers. 📺🌎 For those of you who don't know what World Chase Tag (WCT) is, it's the same 'Tag' you played as a kid, but on a whole new level, blended with elements of parkour and freerunning. In WCT, stuntmen, parkour experts, ninja runners, and athletes from all walks of life compete with each other in an extremely fast-paced format. 🏃♂️💨
How did they get here? 🤔
In the world of sports, having great content is key to drawing viewers and fans, and World Chase Tag (WCT) has mastered this art. They create high-energy, fast-paced exciting content, with a presence spanning across multiple platforms. Their standout content on TikTok and YouTube features thrilling 20-second chases between athletes. 📹These short, bite-sized snippets are perfect for sharing, enabling WCT to reach new audiences through their socials. They smartly use dramatic moments like player injuries as eye-catching thumbnails and hooks for their videos, which has contributed to them achieving over a billion organic views online. 👀📈
Aside from an impeccable content strategy, Johnny walks us through the key pillars that have contributed to WCT's growth, such as licensing, athlete engagement, and the organization's global marketing approach. He believes that in sports, you can market to everyone everywhere, and having a target audience is only going to limit you. 🌐🎯
He finally shares insights into the future plans for WCT, including live events, sports betting, and a deeper focus on athletes' personal branding, drawing parallels with strategies used in other successful sports leagues. This was a fascinating episode, and what's more fascinating is some of WCT's content that we watched in preparation for this episode. We've attached the links below the chapters (watch these clips at your own risk, because you will definitely be hooked on their channel once you do). 🎥🔗
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/QWDYPGgwnPk
📚 Chapters:
(00:00:00) - Intro(00:04:24) - What is World Chase Tag?(00:10:20) - 3-5 Pillars of Growth for World Chase Tag(00:14:00) - Acquiring customers from other sports (00:16:00) - How do influencers promote World Chase Tag(00:21:00) - How World Chase Tag balances quality & quantity of content(00:29:00) - What strategies has World Chase Tag taken from other sports?(00:33:30) - LIGHTNING ROUND ⚡🖊️Mentioned in the show:
- Clips - Worldchase tag - Tiktok - 1 , 2 , 3 , Youtube shorts - 1, 2
- Distribution Deal News
- TwitchCon - WCT
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Johhny McMahon of WorldChaseTag in this episode
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Eric on LinkedIn and tweet him @efulwiler.
Find johnny on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness.
Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humor, inclusivity, and storytelling to captivate a wide range of customers, especially the Gen Z audience. Additionally, she delves into the brand's deliberate expansion into retail, covering both UK and US markets, highlighting the significance of a physical presence as a vital complement to their online platforms.
A significant part of the conversation is dedicated to the role of sustainability in Here We Flo's business model. She talks about how brands need to meet customers where they are in their sustainability journey, and how being sustainable is not an ‘ego thing’. Join us in this episode to explore Here We Flo's unique marketing philosophy and discover insights that can help your brand thrive in a competitive market.
Watch the video version of this podcast on Youtube▶️: https://youtu.be/_JjI-KKt2jc
🖊️Mentioned in the show:
Ruka Hair
Hood Greetings
WhoGivesaCrap Tube Campaign
📕Chapters:
(00:00:00) - Intro
(00:03:20) - Favorite challenger brand
(00:07:30) - Here We Flo’s Plans for 2024?
(00:09:30) - How does Here We Flo come up with “good ideas”?
(00:13:20) - Effect of ‘culture’ on marketing
(00:22:39) - Here We Flo on Sustainability behavior
(00:32:00) - How to think above the line?
(00:36:17) - Lightning Round ⚡
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Susan Allen Augustin of Here We Flo in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Susan on LinkedIn
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.
With 20 years under their belt, Gymbox has built a reputation for experience-led classes and irreverent, cheeky marketing. Rory attributes their success to embracing budget constraints and thinking differently. He relies more on instinct than data, noting that the customer is often wrong. His advice to marketers looking to stand out? "Do things you would not normally do. They may scare you, they may not work, but you might just hit on something."
He encourages marketers to “ask for forgiveness, not permission”, and progressively build trust with leadership to get creative ideas approved over time. He believes that successful challenger brands are the ones that are unconventional and fresh in their creative campaigns and media choices. Join us in this episode to explore Gymbox's unique marketing philosophy and discover unorthodox insights that can help your brand thrive in a competitive market.
Watch the video version of this podcast on Youtube▶️ : https://youtu.be/K8EqSgJw0JE
Mentioned in the show:
Surreal cereal campaign GYMBOX FOOH CAMPAIGNMaybelline Campaign Gymshark Mural depicting Leana Deeb is a mix of paint and real fabricChapters:
(00:00:00) - Intro
(00:03:30) - Favorite Challenger Brand
(00:06:20) - Doing More with Less
(00:10:20) - How to do ‘Cool’ Stuff?
(00:22:30) - Does Marketing Really Drive Business Results?
(00:35:25) - Being Idea & Value Led
(00:40:30) - Lightning Round
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories.
In every episode, Eric interviews the CMO of some of the world's biggest or fastest-growing challenger brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, and Twitter.
Watch the video version of this Podcast on YouTube.
Find Rory on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits.
Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think & act outside the box, moving beyond the often restrictive traditional marketing metrics & measurement models. Tom provides an insightful walkthrough of Yonder's strategic identification of a market gap in the perception of credit within the UK, meticulously crafting its unique selling proposition, offerings, and messaging to seamlessly align with this discerned opportunity.
Together, they dive into the innovative campaigns led by Yonder, aimed at resonating with the daily experiences of their audience. Tom highlights the importance of building an internal culture that supports creativity, which in turn, leads to a more dynamic and engaging marketing narrative. They discuss how this open approach not only boosts brand engagement but also fosters a collaborative atmosphere within the marketing team. Through examples like the 'Make it Rain' campaign, Tom illustrates how associating positive, enjoyable experiences with a brand can create a lasting impression beyond conventional marketing metrics. The episode illuminates the delicate balance between nurturing creativity and achieving business growth, offering a wealth of insights for challenger marketers navigating the currents set by their established counterparts.
Chapters:
(03:00) - What is Yonder?
(04:23) - Favorite Challenger Brand
(06:25) - Driving Cultural Change Around Credit and Rewards
(21:31) - Building an Early-Stage Marketing Practice
(26:20) - Building a Community Around the Brand
(43:30) - Lightning Round
Watch the video version of this episode on YouTube 🎬
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories.
In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, and Twitter.
Watch the video version of this Podcast on YouTube.
Find Eric on
LinkedIn
and tweet him
@efulwiler
.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Welcome to another episode of Scratch. In this episode, Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked among Creative Review's 'Top 50 Creative Leaders' and has held positions as a Director of Brand Engagement & culture @Giffgaff.
Diving into the conversation, Tom unravels the intricacies of brand positioning and the importance of being culture-forward in advertising. Together, Eric and Tom explore the significance of connecting with consumers on a genuine level. Emphasizing the critical role of authentic brand storytelling, Tom sheds light on the challenges and rewards of crafting unforgettable advertising campaigns.
The duo then discusses Beavertown’s distinctive branding approach, showcasing the potency of insight-driven creativity. Furthermore, Tom reflects on the pivotal role of community in fostering brand loyalty and engagement, emphasizing the need for brands to resonate deeply with the cultural zeitgeist for enduring success.
Watch the video version of this episode on Youtube 🎬 - https://youtu.be/hzy9ObAwCWY
Chapters:
[03:18] Story of Beavertown
[07:30] - The why of disruption
[14:30] - The importance of having a Goliath
[22:20] - What did your learning contribute to Beavertown?
[27:00] - Is creativity dead?
[33:00] - Staying relevant in an ever-evolving market
[41:45] Favorite challenger brand
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry.
Together, Sarah & Eric explore the intersection of diversity and marketing strategies. Sarah places a strong emphasis on the vital role that inclusive marketing plays in establishing a more extensive market presence. They delve into the various challenges and opportunities faced by a trans, non-binary CMO, underlining the pressing need for increased diversity within the C-suite. They also articulate how inclusive marketing is not only ethically sound but also a smart business strategy.
Sarah generously shares their insights on strategies to steer clear of "purpose-washing" and maintain authenticity in brand messaging. They provide invaluable best practices and principles to ensure a brand's purpose aligns seamlessly with its actions. Additionally, they underscore the significance of practicing what you preach by "eating your own dog food." They discuss a systematic approach to fostering an inclusive organizational culture, encompassing both top-down and bottom-up initiatives. We really enjoyed recording this one, and are sure that you'll find Sarah’s insights and perspectives truly enlightening.
Chapters:
(3:40) Favorite challenger brand
(7:20) Opportunity for more LGBTQIA+ individuals?
(10:40) How to be more inclusive?
(18:25) How do you actually drive change in your organization?
(32:30) Prioritizing what needs to be done
(37:00) Lightning Round
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Sarah on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
Say hi at [email protected], we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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