Marketers have a core task of growing a company's market. Our mindset is always one about getting more value. But is that an aspiration the world needs? This week we're joined by Katie Dreke, ex-Nike / Droga5 / W+K, and independent consultant helping brands figure out how to survive longer term challenges.
More episodes from "The Overthinkers"
How Do You Best Research The Questions That Matter? With the NonFiction team
43:29Hint: it's not behind a computer screen. This week, we're delighted to bring you 3 brilliant people from Nonfiction, Lindsey Wehking, Gunny Scarfo and Ben Zeidler. They tell us about their unique approach(es) to getting to more insightful truths, from spending time actually meeting people to making them comfortable to answer unexpected questions. First and foremost, theirs is a call to get out of the cage we're all putting ourselves into so that we can get to the questions that really matter.
Does Web 3 Matter For Brands And Marketers? With Nilesh Ashra
39:18Web 3 has been a buzzword of 2021, and as trends read are being rolled out, will no doubt be a feature of many outlooks. But is too early for brands to look at it, and will it really matter to marketers in the long term? To discuss this topic, we're joined by "technology meets brands" expert Nilesh Ashra, founder at Pragmatic Futurism and ex Director of Creative Technology at W+K.
Is It Ethical To Use Fear To Market Products?
21:55It's pretty common for brands to use fear in their marketing to motivate purchase. Recently for example, we've seen Apple selling their watch on the premise it can save your life, when in fact 99.999% of use cases are not related to those events. Is there a fine line, or even a line at all that marketers can cross?
Is Moving At The Speed Of Culture Sustainable For Marketers?
19:48Off-the-cuff reactions happening within hours (sometimes minute) of pop culture unfolding are often celebrated in marketing circles. But are those "sparks of genius" really sustainable, or even meaningful to brands'?
Are NFTs Making It To The Mainstream?
20:57NFTs have been making the corporate headlines lately, with the likes of Nike and Adidas taking big swings. Is this the beginning of the grand "mainstreamization", or just peak bubble?
How To Unshackle Strategic Planning From Powerpoint?
21:46Every strategist is familiar with the importance of "the deck". Often, the expectation is that the strategy is basically only expressed in slideware. Is that a good or a bad thing for strategic planning, and are there ways for us to make the most of those softwares without being enslaved to them?
Does The World Need More Brands, And More Growth? With Katie Dreke
49:39Marketers have a core task of growing a company's market. Our mindset is always one about getting more value. But is that an aspiration the world needs? This week we're joined by Katie Dreke, ex-Nike / Droga5 / W+K, and independent consultant helping brands figure out how to survive longer term challenges.
Has The Job Of Marketing Gotten Harder?
23:14Explosion of the number of channels, huge diversification of skillsets, slow death of effectiveness measures... A lot has been said about marketing being harder than ever, but is that true? Are we not simply "tactifying" our profession while forgetting the enduring fundamentals?
How Do You Mentor A Strategist?
24:47At some point in one's career, you'll be lucky enough to help mentor someone else. In this episode, Rachel and Shann share their experience and approach to mentoring others as they try to navigate the next phases of their career.
Why Are So Many Celebrated Campaigns One Trick Poneys
21:42Award season is very fond of breakthrough campaigns. But somehow, those are very rarely followed by similarly inspiring ideas. They come and go, and what was the talk of town ends up catching dust on shelves. Why is that? Are marketers lying about their effectiveness? Incapable of striking gold twice? Or endlessly chasing the new?