Episodes

  • Sonic Sensation: Made Music Studio’s Joel Beckerman
    Dec 9 2024

    When we think of branding, we usually go right to what we see. But listen up - what we hear from a brand can be just as important as any other element in its identity. Joel Beckerman is the founder of Made Music Studio, which has created sonic identities and campaign elements for top brands, like Corona, Burger King, HBO, AT&T, and Panera. Joel joins Brian and John to chime in on the power of sonic branding. Hear how Joel got started, the impact of sound stickiness, and the time his music replaced a John Williams score (yes, that John Williams). Brian and John also share some interesting holiday shopping insights from a recent client project.

    Key topics & chapter markers

    (00:45): Diving into holiday shopping behaviors

    (08:43): Introducing Joel Beckerman

    (16:04): Time and resources to create sonic logos

    (21:00): Creating an in-store sonic experience

    (27:43): Building sonic branding for Corona and Burger King

    (32:07): Developing new sound for an iconic sound (HBO)

    (33:29): Evolving music by the great John Williams

    (45:18): Measuring the impact of sound

    Background content

    Made Music Studios

    • Corona
    • Burger King
    • HBO
    • AT&T
    • Super Bowl LII

    2025 Essential Retail Insights Guide - AnthologyAI

    Is Your Brand on Mute? - Fast Company

    The Need to be Heard - Forbes

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    54 mins
  • Slingin’ it: Sling TV & Dish Network’s Jinx Joglekar
    Oct 17 2024

    We often talk about the wonderfully wacky world of TV and media. Right in the middle of it all is Jinx Joglekar, who is responsible for acquiring customers for not just one but TWO TV brands: streaming subscribers for Sling TV and traditional pay TV subscribers for Dish Network. (Yes, TV providers call us all “subs.”) Leading off, John and Brian share good barroom trivia about common product names that are/were actually trademarked brands. Note: this episode was recorded shortly before DirecTV announced long-anticipated plans to purchase Dish Network/Sling.

    Key topics & chapter markers

    (00:25): The demise of the Tupperware brand

    (02:13): Brands that have become generics

    (08:48): Meet Jinx Joglekar

    (10:51): Finding the right targets, the right media, and the right offering

    (15:17): Managing churn and positioning in the era of cord-cutting and switching

    (21:50): Rewarding customers for watching TV

    (30:08): Marketing TV is fun!

    (33:08): Jinx has a patent. No, TWO patents

    (37:34): Leadership lessons for large teams

    (39:49): From physics and music to marketing: a career spent saying “yes”

    Background content

    Tupperware going bankrupt - Fast Company

    WTF is a mimeograph machine? - How Stuff Works

    DirectTV merging with Dish Network - Variety

    Sling TV’s recent campaign - YouTube

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    46 mins
  • Spring Outside: REI Creative Lead Jonathan Springer
    Sep 13 2024

    Proving brands don’t need to spend big on ad agencies, REI’s in-house creative team is delivering high-impact marketing campaigns while showcasing the brand’s true purpose. Internal creative director Jonathan Springer joins us to share how the REI team recently launched its Opt Outside campaign. Anchored by a smart, beautiful commercial – shot on actual film AND featuring music by our hometown Philly band, Dr. Dog – Opt Outside creates a brand platform across media channels for REI. Hear Springer talk about the craft of communications, working on a brand with purpose, and the differences between in-house teams and ad agencies. (And no, the birds chirping in the background aren’t sound effects; Springer was simply letting the great outdoors join our session.)

    Key topics & chapter markers

    (00:52): Snap Decisions Lightning Round: Which brand does it better?

    (03:46): Introducing Jonathan Springer, REI creative director

    (06:02): REI’s Opt Outside campaign

    (08:39): Dr. Dog asks: Where does all the time go?

    (10:01): How the campaign reflects the brand purpose

    (14:18): Managing an in-house creative team/ Internal vs. agency resources

    (24:26): Finding and guiding creative talent

    (29:40): Measuring brand performance

    (31:29): Shooting on film!

    Background content

    REI Co-op Opt Outside - YouTube

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    42 mins
  • Cruisin’ Through a Crisis: Xpertainment CEO Gordon Ho
    Apr 19 2024

    All aboard for some harrowing tales from the early days of Covid. Gordon Ho, a marketing whiz and crisis communication pro, shares stories of critical decisions made during a time of utter crisis. When the Diamond Princess cruise ship was stuck in Yokohoma Japan during one of the earliest outbreaks of COVID 19, thousands of passengers and crew were quarantined and information changed hourly. We start the voyage with some air travel, covering Boeing recent door-busting crisis. But don’t worry, John and Brian keep things light, covering Gordon’s career highlights, like scouting out a chocolate program and getting a generation of kids hooked on disappearing Disney classics. Brian seeks an oracle for a future Hopelessly Unattainable Guest.

    Key topics & chapter markers

    (00:27): Reviewing Boeing’s current crisis

    (03:12): Snap Decision: Did Boeing handle it OK…and how soon is too soon?

    (06:32): Lightning Round: which corporate PR crisis was a better nightmare scenario?

    (09:06): Meet Gordon Ho

    (16:44): Terror at sea: early Covid strikes the Diamond Princess cruise ship

    (39:42): Before Covid…the greatest job in the world

    (47:28): Growing a market through scarcity at Disney

    (51:49): Dear Hopelessly Unattainable Guest

    Background content

    What's going on with Boeing planes? - Mashable

    Chronology of COVID-19 Cases on the Diamond Princess Cruise Ship and Ethical Considerations: A Report From Japan - National Library of Medicine

    27 Days in Tokyo Bay - Wired

    Jan Swartz: Steering Princess Cruises Through the COVID-19 Crisis - Harvard Business Review (for purchase)

    www.xpertainment.com - Gordon Ho's website

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    54 mins
  • Speed to Victory: CX leader Jay Baer
    Mar 20 2024

    Welcome to the show, Jay Baer! The CX expert drops in on the show to talk about his latest book, The Time to Win. He also gives his riffs on AI, his process for building a book and collecting all those great stories and examples. That and more from a leading speaker on the marketing circuit and also one of the country’s top tequila influencers. Brian gets John’s reaction to the recent Wendy’s dynamic pricing news. John’s shoots for Mars with his Hopelessly Unattainable Guest.

    Key topics & chapter markers

    (01:04): Oh, Wendy’s

    (09:11): Jay Baer joins the show

    (20:05): Responding quickly…but not too quickly

    (27:16): Being fast doesn’t always mean being free

    (37:36): How AI will impact customer experiences

    (44:24): Chasing tequila

    (51:45): Hopefully Unattainable Rocket ships

    Background content

    Surge Pricing is Coming to More Menus Near You - Wall Street Journal

    Wendy’s planning Uber-style ‘surge pricing’ where burger prices fluctuate based on demand - NY Post

    No, Wendy’s Says It Isn’t Planning to Introduce Surge Pricing - NPR

    Verizon’s new CX leader wants to quash customer pain points - Fierce Wireless

    JayBaer.com

    The Time to Win

    The Time to Win - Amazon

    Talk Triggers - Amazon

    Tequila Jay Baer

    Tequila Jay Baer - Instagram

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    53 mins
  • She's Got Game: GS&P's Margaret Johnson
    Feb 22 2024

    Fresh off her agency’s four Super Bowl commercials, Goodby Silverstein & Partners Chief Creative Officer Margaret Johnson joins the show and discusses the craziness of putting together a Big Game ad and her experience building creative for the biggest audiences. She also talks about integrating digital at a leading agency and provides her perspective on the impact of AI on her work. Also, John gives his snap decision on whether there’s a backlash against technology. Brian takes a swing at another Hopelessly Unattainable Guest.

    Key topics & chapter markers

    (00:37) - SNAP DECISION: Waymo car fire a sign of tech backlash?

    (04:52) - Welcome, Margaret!

    (23:26) - Navigating an ad agency through digital transformation

    (32:23) - Daughters of the Evolution

    (44:25) - Dear Hopelessly Unattainable Guest

    Background content

    How Waymo became a symbol of everything people hate about AI - Fast Company

    Tesla worker killed in fiery crash may be first ‘Full Self-Driving’ fatality - Washington Post

    Goodby Silverstein & Partners

    See Margaret speak at SXSW

    Most liked Super Bowl ads 2024 - Ad Age

    USA Today Ad Meter - USA Today

    Lessons in Herstory - Daughters of the Evolution

    Fire & Ice Super Bowl ad (2018) - moviemaniacsDE/YouTube

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    47 mins
  • Big decisions with Big Stakes at the Big Game
    Feb 12 2024

    It’s the day after the Super Bowl, so there’s no better time for Monday morning quarterbacking. Brian and John share some fun facts surrounding America’s biggest viewing party and, of course, make their own snap decisions about winners and losers of the ad game. Hear about some of the surprising financial implications of Super Bowls throughout the years. Plus, Brian and John hand out awards and admonishments with their take on this year’s commercials.

    Key topics & chapter markers

    (00:42) Big money, in and around the game

    (03:37) Super Bowl ad costs, now and then

    (06:26) Beyond the air time: what brands spend to create their ads

    (10:12) Releasing ads before the game…a love/hate story

    (11:55) Our first ever Super Bowl advertising awards

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    26 mins
  • Seeing the Forest through the Trees: NBC Universal’s Ellen Stone
    Feb 1 2024

    Ellen Stone, EVP of Consumer Engagement & Brand for Bravo, Oxygen, USA, SYFY, E!, and Universal Kids, joins the guys to talk about marketing programming across today’s fractured TV viewing experiences. Ellen talks about the collective effort at NBCU to build quality content and connect it to audiences where and how they engage. Hear about Bravocon, Andy Cohen, Peacock and so much more. Also, don’t miss John jumping out of the suite shirtless with his Hopelessly Unattainable plea.

    Key topics & chapter markers

    (00:32) Lightening Round

    (03:42) TV spend behaviors

    (06:59) The TV eco-system is really complicated

    (09:17) Welcome Ellen Stone!

    (10:46) Understanding your audience

    (15:37) Leveraging social conversation and engagement

    (23:58) Building and structuring a team

    (26:10) Expanding the brand in real life: BravoCon

    (28:13) An advocate in Andy Cohen

    (31:21) Secret sauce: Getting awareness across NBCU channels

    (34:47) Buying awareness outside NBCU channels

    (37:45) Reinvigorating older shows on new platforms

    (43:53) A bold, smart decision: Rebranding Oxygen Network to True Crime

    (49:00) Dear Hopelessly Unattainable Guest

    Background content

    TiVo Video Trends Report - TiVo.com

    40% of consumers confused about where to find content they want to watch - StreamTVInsider.com

    Lee Hunt’s CMO Intelligence

    Bravocon - Bravotv.com

    The Most Shocking Revelations About ‘Scandoval’ From the Vanderpump Rules Season 10 Finale - Time

    NBCUniversal’s ‘secret sauce:’ How its Symphony campaigns boost ‘This Is Us’ and other projects - The Los Angeles Times

    Oxygen Officially Rebranding as Crime-Focused Network - Hollywood Reporter

    Connect with Brian and John on LinkedIn:

    https://www.linkedin.com/in/brianmarks13/

    https://www.linkedin.com/in/john-l-young/

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    51 mins