These days, many brands are developing in-house departments to meet their increasingly demanding content needs. The thinking is that by having production close to home, they can make things… fast, cheap, AND good. It’s a trend – an experiment that many small and large businesses are implementing (Hilton, Heineken, AB/In-Bev, etc. are all building out their in-house departments). And I bet many of them find success with it, and I bet a few of them fail, too. Not because I want that to happen (certainly part of our business is helping our clients create content, but we really get paid for ideas.), but because so much of what I read about this in-house experiment focuses on the efficiency of the move (cheap and fast!) – the idea that a business can shave six or more figures off of their marketing costs. But what I don’t hear is people talking about how much better or more effective their content will be. But I do think the in-house experiment can work! And I support the businesses that are trying. And for those brave enough to do so, I thought I’d offer some adviceRead More
In light of last month’s announcement that the Red Bull Music Academy decided to shut down, I thought I’d take a minute to reflect on the program, why I think it was special, and the lessons brands can take from the 20 years of success the program had.
1 – Support the Arts, Not Just the Artist – Red Bull’s far-reaching program included lectures, radio programs, studios and most of all, supporting the careers of young artists around the world. Although it’s true it’s challenging to measure the marketing return on endeavors like this, in running the RBMA, Red Bull achieved the Holy Grail of marketing – transcending metrics and becoming globally known as a company that championed music, and the artists that make music. Red Bull became synonymous not just with an artist, but with what’s new in music.Read More
If you’ve been in marketing a little while, you know there’s an industry-wide mindset that producing content is of low-value, and that the best value an agency can provide is insight, strategy and good ideas. Production is a ‘commodity’ people say. Or, ‘brands will only pay for strategy and creative, not content.’
And I agree: The most valuable thing for any business is insight, strategy and good ideas.
But what if producing a brand’s content provided access to some of the best qualitative insight there is?Read More
As I wrote in my previous post, the cannabis world is receiving a lot of interest from the multinational alcohol suppliers. And for good reason: not only do these global companies have decades of experience and relationships in heavily regulated markets, they know how to build brands and IP that generate long-term revenue. As the market develops, competition will heat up; potentially challenging mid-level producers the most. In light of that, today I’m sharing seven more insights cannabis upstarts can borrow from alcohol beverage marketers.Read More
As anyone who follows it knows, it’s heady days for the cannabis market. News on regulation and developing markets comes at us like a firehose, our neighbors to the North have gone fully legal, and with growing public support, more and more states are legalizing marijuana medically or recreationally or both. No doubt, this is a big reason multinational alcohol brands like Constellation and Molson Coors have invested in marijuana partners, and Diageo is rumored to be pursuing a deal. On a smaller scale, here in the US, Heineken’s Lagunitas beer is now making a cannabis infused drink called ‘hifi’, available in the California market, and Coppola Wines just created their own cannabis product.Read More
“What are you going to follow if not things you feel passionate about?”
Damian Brown, co-founder of The Bronx Brewery, fell in love with brewing while living in Nashville, TN. Soon after, he found a job at a small craft brewery in Virginia, where he gained lots of hands-on experience. And by 2007, he was finally able to go all-in on his dream: enrolling full-time in the University of California-Davis’s brewing program. (He’s in good company, with fellow alumni including the bootstrapping Scott Vaccaro of Captain Lawrence Brewing Co and other brewers who later landed at breweries such as Lagunitas, Dogfish Head, Sierra Nevada and more).Read More