your monthly hit of marketing street knowledge

THE NEVERMIND ISSUE

OCTOBER 2018

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In this era of fake news and a cynical, connected consumer wary of the lies, authenticity is a hot marketing topic..

.. and that’s the theme for this month’s issue.We’ve picked an absolute class album as its soundtrack, featuring the single ‘Come As You Are’. It has to be Nevermind by Nirvana.

One of our regulars Robert Rose – who is the don of content marketing – sets the tone by suggesting that Trust in the Story Starts With the Storyteller; Dave Waller pokes fun at cynical marketers selling authenticity as Even Better Than the Real Thing; Amie Knights gets her hands dirty with real things as she researches the popularity of the artisan; while Gareth May reckons the antidote the consumer is looking for in all this craziness is brand ethics.

Our resident Rockstar, Ted Rubin, continues to tell it straight in his crusade to save retail, shining the spotlight on the relationship between employers and their teams – a theme picked up by John Andrews, who underlines the importance of employees in telling this authentic story.

We go backstage this month with a duet of Rockstar CMOs: Amber Osborne (@missdistructo herself), and Wendy Bryant-Beswick – who you’ll discover starts her Monday with a rock classic.

I hope you enjoy this fantastic issue.

The Editor


Come as you are, as you were
As I want you to be
As a friend, as a friend
— Nirvana

TRUST IN THE STORY STARTS WITH THE STORYTELLER

Think authenticity guarantees your brand success? You can be authentic all you like, argues Robert Rose. But if your brand can’t be trusted, it won’t make any difference. [ READ MORE ]


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EVEN BETTER THAN THE REAL THING?

Authenticity is a seductive concept. So much so that marketers are conjuring ever more inauthentic ways to try to sell it. The good news is that authentic marketing needn’t be an oxymoron. You just have to actually mean what you’re saying… Dave Waller explains [ READ MORE ]


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TED TELLS IT STRAIGHT

A double dose from our resident Rockstar, Ted Rubin, as he lays out why empowering your employees will ultimately result in success for your retail brand. [ READ MORE ]

And the moment these employees are are talking to your customers, providing customer service is the only time you have your customer’s undivided attention – and you should be on your a-game when that opportunity arises. [ READ MORE ]


I think people are just waking up to thinking ‘I wish I could just actually do something’. They just want to explore working with their hands again.

What’s more authentic than the stuff people make with their hands? Amie Knights talks to the Craft Revolution, furniture maker Heather Scott and design journalist Katie Treggiden, to get the backstage scoop. [ READ MORE ]


We go backstage with our latest CMO Rockstars..

…and one of them puts karaoke on her marketing rider.

AMBER OSBORNE

WENDY BRYANT-BESWICK

In this issue we go backstage with Amber Osborne, CMO at Doghead Simulations,and Wendy Bryant-Beswick,VP of Marketing at Service Credit Union.


We stand up for the cause and those people who don’t understand it, you have two choices: either accept it or don’t..

Today, if brands want to win consumers it’s not enough to be visually pleasing, or endorsed by celebrities, or nicely and neatly boxed. They need to speak the truth. Gareth May talks to Patrick Söderlund, EA chief creative officer in POST-COOL: TIME TO GET ETHICAL


AUTHENTICITY IS A BATTLE OF TWO BRANDS, BOTH ARE YOURS

Think you’ve only got one brand? You actually have two, argues Ian Truscott. And the space between them is crucial to ensuring your brand’s authenticity – and trustworthiness.

[ READ MORE ]


Times have changed. More than ever before, brands are finding it difficult to get their content in front of consumer eyeballs. Casey Peterson, VP marketing and analytics at social content creation app Photofy, suggests switching up your approach and going back to basics.

[ READ MORE ]


INTO THE SWIMMING POOL…

CAN WE GET SOME PR ON THIS?

Inspired by Jenni Young, Ian Truscott throws a question into the Rockstar CMO Swimming Pool.

[ READ MORE ]

If the story is boring, it won’t matter if you send a press release, put a message in a bottle or a billboard on Times Square. Nobody is going to care. Just because this is a press release, does not mandate people to give a shit.
— Ian Truscott "Can we get some PR on this"

Digital marketing today is a crowded arena. CEO of Photofy John Andrews considers how collaboration with your employees could make your digital content sing… [ READ MORE ]


Here we are now, entertain us
— Nirvana