The Brand Show

Inbound Marketing: Get Found Using Google, Blogs, and Social Media

2009-11-13T11:14:00.010-06:00

Halligan founded HubSpot in 2006 to help small businesses "get found" by more prospects.

Gone are the days when a brilliant 30-second spot inspired customers to get off the couch and into the store. Nowadays, consumers turn to blogs, search engines, product reviews and social media before deciding to buy. This fundamental shift in the typical purchase journey has turned traditional marketing upside down. But despite industry upheaval, one age-old question remains: "How do we get customers to come to us?" Brian Halligan, CEO & Founder of HubSpot and author of Inbound Marketing: Get Found Using Google, Blogs, and Social Media , joins The Brand Show to discuss how marketers can transform their brands into lead-driving machines.

Brian shares insights from his book and other tips, including:

A five-step process to create killer content that drives business to you.
How LinkedIn can become a B-to-B brand's best friend.
Why marketers need to embrace their inner Gretzky and “skate to where the puck is going.”

How has your purchase path changed in the last five years? Join us on LinkedIn and share your thoughts.

Survey reveals budding future for green brands

2009-11-04T22:20:00.008-06:00

Landor's Russ Meyer is a frequent commentator and lecturer on brands, business, and sustainability.

Sustainable and globally conscious consumer brands are here to stay, according to the recently released U.S. ImagePower Green Brands Survey by Landor Associates. Russ Meyer, Chief Strategy Officer with Landor, joins The Brand Show to share his company’s findings and discuss how brands can cash in on this booming business.

During our conversation, Russ addresses:

Why consumers spend more on globally conscious brands.
How companies can overcome the green market's barriers to entry.
The five biggest myths that keep companies out of the green game.

What influences you to buy green? Join us on our LinkedIn Group, and share your thoughts.

Conversions are king in online marketing

2009-11-04T02:37:00.009-06:00

Bryan Eisenberg's Persuasian Architecture® model helps companies improve sales by matching marketing messages to buyer behavior.

Bryan Eisenberg, 2009 Bolo keynote speaker, joins The Brand Show to
talk about converting consumer interest into sales. Co-author of bestselling
books “Call to Action,” “Waiting For Your Cat to Bark?” and “Always Be
Testing,” Bryan shares how he has helped clients such as Hewlett Packard,
NBC Universal, General Electric, WebEx, Overstock and Dell increase sales
through Persuasion Architecture®, an original approach to mapping customer purchase behavior.

How to choose the most relevant messages to connect with buyers.
How to understand consumers through social media.
How to combat the pitfalls of persona marketing.

How does your brand move from conversation to conversion? Join us on our
LinkedIn group and share your thoughts.

The Future of Social Media: Outsourcing and Government Regulation

2009-10-29T12:17:00.004-05:00

Amanda Vega has helped clients including Banana Republic and Eli Lily launch brands through social media and direct marketing.

*CLICK HERE FOR ALL INTERVIEWS FROM 2009 BOLO*

At fifteen years old, Amanda Vega worked at the forefront of social media before the term even existed. Her first job was to spot emerging trends in AOL chatrooms. More than a decade later, Amanda continues to apply the basic principles she learned at AOL to help leading brands establish valuable online social strategies. We caught up with Amanda, now CEO of Amanda Vega Consulting and author of PR in a Jar, at BOLO 2009 to talk about the evolution of social media and her predictions for the future.

Listen as this social media maven shares her thoughts on topics including:

How companies can combat brand sabotage, including “Twitter Terrorism.”
Why more companies may offshore social media in the next decade.
How government regulation could change social media as we know it.

Where do you think social media is going in the next ten years? Join us on our LinkedIn group and share your thoughts.

Solving for Social Media ROI

2009-10-22T12:31:00.008-05:00

Matt O’Brien started Mint Social to help brands unlock the secrets of social media.

*CLICK HERE FOR ALL INTERVIEWS FROM THE 2009 BOLO CONFERENCE*

With more than twelve years of digital marketing experience, Matt O’Brien, founder of Mint Social, shares his "five-by-five" model for social media as well as his insights on social media's holy grail: return on investment.

Also on The Brand Show, Matt explains:

How to establish goals for a social media campaign.
Why social media delivers short-term gains but works best as a long-term investment.
Which brands can benefit the most from social media.

How did your brand develop its social media strategy? Join us on our LinkedIn group and share your thoughts.

Google reveals marketing strategies for the new "Info Shopper"

2009-10-20T18:08:00.011-05:00

Jim Lecinski oversees global sales and service for Google's Fortune 500 and 1,000 customers.

*CLICK HERE FOR ALL INTERVIEWS FROM THE 2009 BOLO CONFERENCE*

Earlier this month, The Brand Show headed to Scottsdale, Ariz., for the 2009 BOLO annual conference presented by agencyside. With three days chock-full of technology labs, hands-on training and break-out sessions, the conference offered smaller independent agencies a front-row seat on the leading edge of online and digital marketing.

The Brand Show took the opportunity to catch up with a number of BOLO's speakers and session leaders, including Jim Lecinski, Managing Director of Global Sales and Service at Google. Jim sat down with us to discuss how Google sees consumer behavior changing and why marketers should rethink their priorities for 2010.

Listen for this advice from one of Google's gurus:

How to connect with the new “Info Shopper” in a post-recession economy.
How to use consumer insight to improve your product offering and online searchability.
Why you should make video the centerpiece of your marketing strategy.

Do you plan to change your marketing mix in 2010? Join us on our LinkedIn group and share your thoughts.

The U.S. Army makes Hollywood a brand ally

2009-10-19T11:17:00.008-05:00

Lt. Col. Gregory Bishop (fourth from left) and his team on the set of Transformers: Revenge of the Fallen at White Sands Missile Range in New Mexico.

When Reese's Pieces lured a shy little alien from the bushes in the 1982 blockbuster E.T., sales for the bite-size candy shot through the roof. Fast forward to the summer of 2009: the aliens are much, much bigger and so is the opportunity for brands that appear in Transformers: Revenge of the Fallen. Like other brands featured in the film, The United States Army takes its screen time seriously. Lieutenant Colonel Gregory Bishop , Entertainment Liaison for the U.S. Army, joins The Brand Show to offer his perspective on the value of entertainment as a branding vehicle. The seasoned officer discusses his organization's role in film and television projects including G.I. Joe and Army Wives.

Listen as Lt. Col. Bishop talks with our hosts from Two West about:

The process of choosing projects that fit a brand's strategic objectives.
How the U.S. Army measures the effectiveness of branded entertainment.
The delicate balance between creative storytelling and authentic messaging.

What is the most effective branded entertainment project currently on television or in theaters? Join us on our LinkedIn group and share your thoughts.

Building a global brand through local flavor

2009-10-15T11:27:00.010-05:00

The Coffee Bean & Tea Leaf created a global brand by embracing local environments.

With its ability to wake the senses and spark our spirits, the coffee bean has carved out a special place on the food pyramid for movers and shakers the world over. Mix this magic bean with a tea leaf, a spoonful of passion and a dash of local flavor and you've got the recipe for a powerful international brand. Tim Casey, Vice President of Operations for The Coffee Bean & Tea Leaf , joins The Brand Show to tell us how his company built a brand and loyal following in communities from Los Angeles to Kuala Lumpur.

During our interview, Tim reveals:

Tell us what you think: How can franchise brands balance global consistency and local relevance? After the show, visit our LinkedIn group and share your thoughts.

Paylocity changes the game by challenging its industry

2009-10-12T22:47:00.006-05:00

Steve Sarowitz, Paylocity, Founder & CEO tells us how knowing your strengths and weaknesses can grow your brand.

Play to your strengths, hire the best people and use the best technologies. According to Steve Sarowitz, Founder and CEO of Paylocity, that's how you grow a brand. Given that his payroll and HR company started in a basement and has since become a five-time Inc. 500 honoree, it's hard to argue with Steve's formula. We caught up with Steve at the Inc. 500/5000 Conference to talk about what it takes to challenge Goliath and charm new customers.

Here's what we learned from Steve:

• Paylocity's secret to exponential growth.

• The value in hiring the best of the best.

• How winning innovation marries tech and service.

Stop by our LinkedIn group and share how your brand uses talent, technology and service to its competitive advantage.

Tastefully Simple's secrets to success

2009-10-12T00:36:00.010-05:00

Jill Blashack Strahan shares her company’s entrepreneurial recipe for creating a business and growing a brand.

Jill Blashack Strahan, Founder and CEO of Tastefully Simple, shares her story and the secret to her company's success at this year’s Inc. 500/5000 Conference. From its humble start in a backyard shed to its popular “house parties” in homes across America, Tastefully Simple demonstrates the power of determination.

Our conversation with Jill reveals:

Three things that define entrepreneurial perseverance.
Three ways to conquer fear and succeed.
How to maintain brand integrity throughout a nationwide network of sales consultants.

Once you've listened to the show, join our LinkedIn Group and share your secrets to entrepreneurial success.

Strategy: Everyone claims to have it, but few truly understand its meaning

2009-10-09T23:17:00.007-05:00

Erika Andersen, presenter of “Being Strategic: Building the Castle on the Hill” at this year’s Inc. 500/5000 Conference.

Erika Andersen, CEO of Proteus International and author of Being Strategic: Building the Castle on the Hill has helped major brands turn vision into action for more than 20 years. She talks with us about what it means to be strategic and how to cross the chasm between where we're starting and where we want to go.

During our interview, we learn:

The real definition of strategy and true fingerprint of strategic thinking.
Common obstacles that can get in the way of a company's desired future.
Techniques to objectively evaluate your own organization's current state.

Once you've listened to the show, join our LinkedIn Group and share your favorite definition of strategy.

Inc. Entrepreneur of the Year perseveres through life and business

2009-10-02T23:41:00.010-05:00

Alison Schuback, entrepreneur and creator of the Invisibib, shares her story of struggle and success.

"Inspiring." There's simply no other word to describe Alison Schuback. At 23, Alison's life changed in an instant when another car smashed into hers. The accident left her with a traumatic brain injury and severely compromised motor skills. Even basic physical tasks like eating presented a challenge.

Out of necessity, Alison created the Invisibib, an ingenious product that protects its user from spills. Eventually, Alison's invention won the attention and hearts of executives at Bed Bath & Beyond. In 2008, Alison was named Entrepreneur of the Year by Inc. Magazine. She currently works with the Head Injury Association to bring more big ideas to market and create employment opportunities for people who live with brain injuries.

We met with Alison, her father Michael Schuback and Bari Fagin, Director of Public Relations at Bed Bath & Beyond, to talk about fate, family and the indomitable entrepreneurial spirit. This is one show you don't want to miss.

A few of the many things we took away with us:

Has there been a significant event which has sparked your spirit in business and life? Join the discussion with our LinkedIn Group.

Check out the entire interview series!

Keith Ferrazzi on Who's Got Your Back and building relationships for success

2009-10-01T01:20:00.012-05:00

Keith Ferrazzi, founder and CEO of Ferrazzi Greenlight, counsels world-class brands on developing business relationships to drive sales, spark innovation, and create team cohesion.

America’s leading entrepreneurs gathered September 23-25 in Washington, D.C. for the Inc. 500|5000 Conference to celebrate and honor the country’s fastest growing privately held companies. For the second consecutive year, Two West was recognized on the Inc. 500|5000 list and invited to not only attend the event, but also cover the gathering on The Brand Show.

The Brand Show had the opportunity to catch up with several conference speakers and honorees, including Keith Ferrazzi, author of the #1 New York Times best-seller Who's Got Your Back and Never Eat Alone. Keith shares his wisdom from the book and offers the one piece of advice all professionals should heed to build relationships for success.

Check out the entire interview series!

Keith also weighs in on:

Which relationships deserve your time and energy.
How to fuel business growth by "letting go."
Why people resist investing in relationships, and how to overcome this.

When do relationships influence your business decisions? Share your story with our LinkedIn Group.

Product development for the future

2009-10-01T00:48:00.009-05:00

Wendy March, Senior Researcher at Intel Corporation

It may sound like science fiction, but mobile devices that interpret human feelings could hit retail shelves before the big screen thanks to innovators like Wendy March, Senior Researcher in the People and Practices Group at Intel. Wendy talks to Two West host Ryan McNeil about the process of designing gadgets fit for James Bond himself. Formally with IDEO, Wendy creates product concepts that anticipate consumer trends and foresee technologies that have yet to be invented.

Join us as we explore:

How to develop products that meet future consumer needs.
Where mobile experiences will take us.
How Nike uses 'community' to increase brand enthusiasm.

After the show, share your thoughts on our LinkedIn Group. How are you preparing for 2017? Share your story.

How Method reinvented its category and cleaned up.

2009-09-29T22:19:00.009-05:00

Eric Ryan, co-founder of "Method" describes the strategies and process for bringing breakthrough products to market in a stale category.

Eric Ryan's vision was simple: find a stale category and create a brand that clashes with commoditized convention. By leading consumers—not following the herd—Eric and Method co-founder Adam Lowry built a shopper-friendly empire in less than a decade. Today, Method continues to change the way we think about cleaning through an ever-growing line of healthy and beautiful products.

In this interview from the floor of the recent Inc. 500/5000 Conference, Eric shares these insights with The Brand Show:

How to build a brand through category disruption.
Why Method uses "trend trips" to inspire innovation.
What package design means to branding.

Once you've listened to the show, join our LinkedIn Group and let us know how your favorite brand has transformed its category.

A New perspective on consumer research may give a leg up to brands

2009-09-29T12:59:00.010-05:00

Gillian Tett, Assistant Editor of the Financial Times and Author

Gillian Tett predicted the global credit crisis nearly two years before it made international headlines. In 2009, The British Press Awards named Gillian Journalist of the Year, and her recently published book, Fool's Gold, received accolades from the financial world. As Assistant Editor of the Financial Times, Gillian uses her background in social anthropology to offer a unique perspective on our financial markets.

Gillian and Two West Chief Anthropologist, Gavin Johnston caught up after her opening keynote address at EPIC 2009 to talk about how anthropology can be used in a practical way.

Listen as Gillian and Gavin address:

Share your thoughts on The Brand Show LinkedIn Group. What consumer research methods are world-class brands using to innovate?

Staying relevant in an evolving business world

2009-09-17T23:35:00.009-05:00

Howard Tullman, a face of change

Howard Tullman, closing keynote speaker at EPIC 2009, President and CEO of Flashpoint Academy and Chairman and CEO of Experiencia World, Inc. joins The Brand Show to talk about change. With more than 35 years of experience in business development, entrepreneurial ventures and management, he offers a unique perspective on change management, the future of digital media and the next hot investments.

Howard also shares his insights on these key topics:

Why employees need to demonstrate their value on three levels: saving money, saving time or increasing productivity.
How to ensure job security through digital media skills.
Emerging opportunities for entrepreneurs.

Share your thoughts with us on our LinkedIn Group. How are you adapting your business processes to stay relevant? What do you think are the biggest opportunities for tomorrow's entrepreneurs?

The Rise of Ethnographic Insight in Enterprise

2009-09-10T08:50:00.010-05:00

Ken Anderson, Senior Researcher at Intel and Co-founder of EPIC.

Ethnography in business continues to gain momentum as a valued strategic tool. Our guest noticed this trend and created a conference specifically for Ethnographers in the corporate world. Ken Anderson, Senior Researcher at Intel and Co-founder of EPIC, speaks with us about the creation of the conference and a little about his own experiences at Intel.

This show, you'll learn:

Join us on our LinkedIn Group page to continue the conversation. Have you experienced great ideas when ethnography and business come together? Share your story.

Honoring the entrepreneurial spirit & America's fastest-growing companies

2009-09-02T21:05:00.009-05:00

Athena Schindelheim, Special Projects Manager for Mansueto Ventures, fills us in on this year’s Inc. 500/5000 Conference.

In this episode, we delve into one of the business world's most celebrated events, the Inc. 500/5000 Conference. Athena Schindelheim, Special Projects Manager for Mansueto Ventures, publisher of Inc. and Fast Company magazines, gives us a behind the scenes look at this entrepreneurial tradition—from its humble beginnings to this year's lineup of superstar presenters.

During our interview, we learn:

Once you've listened to the show, join our LinkedIn Group and share your thoughts on the unique challenges and opportunities facing fast-growth companies.

The Brand Show will be attending the Inc. 500/5000 Conference, Sept. 23-25 in Washington, D.C., so stay tuned for speaker interviews and session highlights via Twitter.

The Past, Present and Future of Ethnography in Business

2009-08-27T15:06:00.008-05:00

EPIC 2009 attendees will gather for a rich program of talks, demos, conversation and debate discussing recent developments and future advances around ethnographic praxis.

Over the past several years, anthropologists have transitioned from the halls of academia to the markets of business. This week we explore anthropology's new role and prepare for the Ethnographic Praxis in Industry Conference (EPIC), Aug. 31 through Sept. 2 in Chicago.

Martha Cotton, co-chair of EPIC 2009 and associate partner at Gravitytank, joins The Brand Show to share her thoughts on:

Plus, hear from our own Gavin Johnston, Two West Chief Anthropologist, who will lead the EPIC workshop “Ideate, Create, Change: From Insights to Innovation, Getting Internal Buy-in for Action.”

After the show, join us on our LinkedIn Group to continue the conversation and answer our latest question: What innovative research techniques does your business use to understand customers?

Be sure to join The Brand Show in the coming weeks for a full report from EPIC, including on-location interviews.

About EPIC: EPIC is the premier international forum bringing together artists, computer scientists, designers, social scientists, marketers, academics and advertisers. The EPIC theme for 2009 is Taking Care of Business: having an impact and staying relevant as ethnographers in today's economic climate. For more information or to register for the conference visit www.epic2009.com.

From lab coat to haute couture: How an entrepreneur literally hit the jackpot and continues to win big with businesswomen

2009-08-18T20:10:00.008-05:00

Vani Kumar, Founder & CEO of The Suit Closet, has changed the way women feel about suit shopping.

The suit is making a comeback thanks to the increasing number of businesswomen and, believe it or not, the recession, which has professionals dressed to impress. This week, we talk to Vani Kumar, Founder and CEO of The Suit Closet, about connecting with customers from head to toe.

In this interview, Vani reminds us to get back to the basics of business and branding-- starting with customer service. We also learn:

How to capture every customer who walks through the door by adapting to trends.
How to build relationships with customers and anticipate their needs.
How to empower customers through education.

After the show, join us on our LinkedIn Group to offer your thoughts or pose questions to other industry experts. What brands do you think have benefited from the recession?

A Kansas City Star veteran weighs in: Emerging Media opens the door for two-way dialogue

2009-08-14T17:01:00.009-05:00

Chris Lester leads efforts to enhance member benefits and communications at the Greater Kansas City Chamber of Commerce.

For 24 years, Chris Lester made his name at the Kansas City Star. When the Greater Kansas City Chamber of Commerce came knocking, Lester answered, leaving one of the most recognizable media outlets in Kansas City to join the GKCK Chamber as the Senior Vice President of Business Growth.
Join us this week as our hosts speak with Chris and explore:

How to leverage new media for business innovation

What the changing media landscape means for the future of communications

How an active two-way dialogue can improve your product or service

How are you using new media channels to interact with your customers? Visit our LinkedIn group and share your thoughts.

Eco-luxury, customized care and sustainable practices redefine an industry

2009-08-14T14:52:00.007-05:00

Laura McHolm's company turns moves into moving experiences for individuals as well as brands, including NBC Universal Studios, The Jim Henson Company and Soho House.

As founder, chief executive officer and chief marketing officer of NorthStar Moving Corporation, Laura McHolm packs a punch as she packs up the lives of her diverse clientele. The first to offer eco-luxury moving services, NorthStar helps the average Joe, the occasional celebrity and even The Getty Museum conquer a move through premium service and a hint of panache.

Taking time out from an entrepreneurial conference in Las Vegas, McHolm joined The Brand Show to share:

How NorthStar created a niche market by catering to clients' needs.

The importance of internal culture and structure.

What "going green" means for brands and consumers.

After the show, join other industry experts on LinkedIn to offer your thoughts on the interview and the topic of green innovation.

How to reach the fastest growing consumer population

2009-08-03T09:58:00.010-05:00

Kymber Umaña, Hispanic Marketing Manager at Sprint.

It’s the ever-elusive Hispanic market—or, at least, that’s what most people seem to think. With the rise of diverse populations, marketers are scrambling to understand different audiences and shifting demographics. This week, we tackle multicultural marketing head-on with Kymber Umaña, Hispanic Marketing Manager at Sprint. Umaña, who leads Sprint’s Hispanic marketing campaigns, PR and media relations efforts, joins us to discuss her take on this quickly emerging consumer powerhouse.

In addition, we explore some key issues brands should consider before venturing into this audience of opportunity. Find out:

How Hispanic culture is integrating with the general market.
How big brands, such as Sprint use research to stay culturally relevant.
What you need to know about highly segmented cultures.
Why this complex and growing market may be easier to understand than you thought.

After the show, join us on our LinkedIn Group to offer your thoughts or pose questions to other industry experts.

A look at social media from 30,000 feet

2009-07-29T22:24:00.008-05:00

Paula Berg is the Manager of Emerging Media for Southwest Airlines.

As a long-time admirer of the Southwest Airlines brand, The Brand Show is pleased to introduce this week's guest, Paula Berg. Paula is a member of Southwest's emerging media team and manager of the airline's corporate blog, Nuts About Southwest.

Fasten your seat belt and enjoy the ride as Paula takes us through the evolution of Southwest's cross-discipline emerging media department. If you look out the window to your right, you’ll learn how Southwest listens to online communities to hone its products and service. And to the left, you’ll discover that this maverick uses multiple media platforms—online and off—to share its message with the world. By the time we touch down, you’ll have experienced a wonderful trip with one of the world’s most recognizable brands.

Now, you may be wondering, how did Southwest Airlines end up on The Brand Show, anyway? It all started with our LinkedIn group and a rapping flight attendant. You’ll just have to listen for the full story.

After the show, stop by our LinkedIn group and tell us what you think about Southwest's brand and approach to emerging media.