Differentiating Your Brand (Craig Dubitsky)

Luke Sullivan is an advertising hero of mine who agreed to talk to me on the podcast. Why? I have no idea.  He's the author of Hey Whipple Squeeze This, the first book I read when starting out as an advertising creative, and one I've reread multiple times. And I don't reread anything.  Back in March he released its 6th and final edition so we discussed that, copywriting, and a branding project we were working on. His advice was so good we had to scrap months of work and start from scratch. Damn you Luke! Enjoy.

Today's episode features multi-agency owner and all around marketing ninja warrior, David Moore. He currently runs two agencies and has done some wild and effective things to generate new business. One time he sent a long piece of foam board to target decision makers at companies he wanted to work with. The boards were too long to fit in their mailboxes and stuck out, which was the point. On each board were the words, "Want to stick out?". It worked. If you enjoyed the last episode with NBZ about generating new business, this is the perfect companion. Have a listen. Enjoy!

"We make cool s**t for brands." I'd be lying if I said I loved it. It’s a little try hard, and to Simone Oppenheimer and Rachel Segall, it isn't a compelling, sellable point of differentiation. You see, Simone and Rachel run their own startup. It’s called NBZ. And I admittedly thought they were a consultancy that gave tactical suggestions on how to drum up new business. But they are not. They're so much more than that. NBZ, in my mind, is a marketing agency for marketing agencies. They take the things we're so good at doing for others, and force us to do it on ourselves. It's like going to Mr. Miyagi to be taught how to punch only to find yourself doing chores for days. Then to look back later and realize you’d suck at punching if you didn’t put in that initial work. Was that a good analogy? I don’t know. You know what else I don’t know? Whether Gush is a brand about making cool shit. I’ll have to get back to you on that. In the meantime, listen to them blow up what we built in the best possible way. Enjoy.

Steve Harrison and I discuss his book "Can't Sell, Won't Sell." It's going to ruffle some of your feathers. There's definitely been a lot of change this past year to correct the problems in our industry, some of which may have been over corrections. I think Steve believes the latter. Problem is, I'd be lying if I said I didn't agree with him on most of his points, hence the name of the episode. Enjoy?

I saw Craig speak on an Adweek panel and knew I had to chat with him. In a crowded dental hygiene space, he found a way to stand out. Finding a niche, a genuine niche, is something so many brands struggle with. Enjoy this MasterClass in brand differentiation with someone who succeeds by being nice.

Quirk Creative has been popping up everywhere as I've gone through this entrepreneurial journey. They're a small agency, like Gush, but  3 years ahead of us. And they've accomplished a ton in that time. They've gone from 2 to 20 employees. Adweek ranked Meryl in the Creative 100 and Quirk as 2019's 9th fastest growing Agency (globally). They keep landing bigger, higher paying clients. And I want to be like them when I grow up. Learn how as I do.

Data runs everything. If you can harness it through qualitative and quantitative research, you'll win. Listen in as Josh Cole, CMO of Sky Zone, takes me through how proper research works.

Angelic Vendette is a master of influencer marketing who shows me how to not suck at doing it myself. She developed and lead campaigns at Sephora, is the current Global Head of Social, Content & Influencer Marketing at StitchFix, and is applying her expertise to her own startup, a fur coat brand called Petit Poussin. Lot's of good nuggets in this one for you to munch on.

Max Johnson is an email marketing ninja warrior. So much so, he was hired by the Hilary Clinton's campaign to do it for them. Now he's applying his black belt knowledge to his own business (Awe Inspired) and divulging his tips and tricks to me. If you're looking to up your email marketing game (and you should be), do what I did, and listen to this man. Enjoy.

Dave Dye got a grocery store owner to agree to something unusual. For over a month, Dave created ads using a sandwich board stanchion thingy on the sidewalk outside the storefront. He chalked really creative ads. Really straightforward ads. Simple ads. Visual ads. Highly targeted ads. Culturally relevant ads. Cheese ads. Coffee ads. All kinds of ads to get people in the store. Dave then compiled his data and posted it to his blog (listed in comments) for everyone to see. Does creativity matter in advertising? Find out that and more on this week's episode. Enjoy!