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Jackman Reinvents

Joe Jackman Reinvents How Brands Embrace Change



Not many people – or brands — love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today.
Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches.
This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.”
I encourage a full listen, but here are some unmissable elements and Jackman Takeaways:
  • Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people’s lives, but in the dynamics of the marketplace
 Jackman Takeaway: If you’re not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you’re moving backwards or, in business terms, you’re waning or dying.”
  • Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!).
 Jackman Takeaway: “I said, why can’t I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can’t I shape strategy at the very highest level?”
  • That attitude led to becoming a “reinventionist” – and the definition thereof:
Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.”
  • Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on.
  • Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA.
  • We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.)
  • The status quo – especially when paired with success — is a killer. Business model life cycles, executives’ tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.”
  • Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots.
Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt…. There are exceptions, but retail generally sat and was lacking innovation… A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now…’. If retail leadership was prescient in reading what’s happening, Amazon wouldn’t exist. Casper wouldn’t exist. Netflix wouldn’t exist and there’d be a streaming service called Blockbuster.”
Big Jackman Takeaway: “There’s probably only one rule in all of this work in transformation: That you must deeply understand who your customers are and what they care about most. …beyond function, into the world of emotion. Most marketers focus on the means. Understand what the end is.”
  • Jackman gives his definition of a brand and why adopting that helps drive trust.
Jackman Takeaway: A brand equals purpose elevated to experience, delivered consistently. Most companies haven’t got that very well defined, and, and yet, if you look at the evidence, purpose led companies tend to outperform their peers.”
  • Cohesive messaging and linkage between ideas and all advertising is essential to continue the brand message.
  • It takes balance and a strong foundation to leverage both brand awareness and demand marketing (and he explains how it relates to dating!)
 Jackman Takeaway: “Performance marketing today is important — because it’s data centric and it’s measurable and we can adjust it — …as long as it ladders up to a higher order of purpose. If there’s no red thread that links to that, that’s not good. You can’t build trust. …And today’s measure of success is if I truly have a relationship with the brand.”

  • Trust, and being in a Values Economy is greatly affecting brands right now.
  • Sustainability and similar values are amplified more now in our pandemic context and impact how consumers make purchase decisions…There’s a lot of de-selection going on today.”
  • Jackman also explains the only two consumer choice tiebreakers

 

 Jackman Takeaway: “I’ve helped well north of 50 companies, and along the way I noticed we’re wired as humans to behave in certain ways. One of the things we don’t love is change. … But I observed ways of thinking and doing that enabled success to come faster… I got them down to five. … For example, the first one is ‘seek insight everywhere’.”
  • Learn to understand cultural currency and even reinvent the old marketing maxim of: ‘I need to pay attention to the customers that I do the most business with.’ (Hint: that’s fine, but you also “don’t want to be a brand or a business that’s like a great aunt: you know, fondly thought of, but never visited.” [That hit a little close to home for this host! Just sayin’.] So, learn to have relevant conversations with the up and coming set of customers [and with, note to self, the nieces and nephews.]
  • Understand how DEI dovetails with cultural relevance and brand values…  and what Jackman would change most about our world. (Note: Hat tip: Maryam Banikarim)
Finally, what brand would Jackman reinvent next?

“What do I want to reinvent? The next company that interests me or has lost its way. And there’s so much of that. How wonderful to spend a career on just figuring out the next act of whatever! And, since climate change is real, and we have to start to make a real difference, those are the kinds of opportunities I’m gravitating towards now. And I’m super excited to be at least part of the solution as best I can.”

If you found this helpful, please consider supporting this ad-free podcast with a small donation (“Buy me a Coffee!”) at https://www.buymeacoffee.com/mossappeal AND please share with others in marketing and business…and even add a review  on Apple, or wherever you like to listen!
Find Jackman Reinvents at: https://www.jackmanreinvents.com
On Insta: https://www.instagram.com/wearejackman/
Find Joe Jackman, his book and podcast at: https://www.joejackman.com/
Please follow E.B. Moss and Insider Interviews on:

Twitter:
@mossappeal 
@InsiderIntervws

IG:
@insiderinterviews 
@mossappeal

Facebook: InsiderInterviewsPodcast

And – if I can help you build or enhance a podcast for YOUR business, please reach out at podcasts@mossappeal.com !

E.B.

 


Ruth Stevens: No BS About B2B Marketing



Today’s episode could be a lesson plan about B2B Marketing because my guest, Ruth Stevens, has been teaching business to business marketing at NYU, Columbia, and B-schools around the world. And that’s in between being one of the foremost consultants in the space. So, Stevens calls BS on certain approaches to B2B we all better sit up and listen. Hear about the “fails” AND the best practices for what makes customers sit up and listen, too!

Stevens went right from business school herself to TimeWarner’s Book of the Month division, “thinking that I was joining one of the great book marketing companies in the world. I learned I was actually in one of the great direct marketing companies in the world.” After seven years of getting schooled in DM she mastered B2B first at Ziff Davis then IBM, simultaneously writing columns as well as teaching others at night.

In one example of her “no BS advice” articles, which appear everywhere from Biznology.com to HBR.org, Stevens says, “Don’t Be a Jerk on LinkedIn”, and advises sellers everywhere not to jump to the pitch. (“Building relationships on social media is hard. People get lazy and go straight to being the seller, and skip the personal establishment part. They’re also just sorely tempted by how easy it is to just make a mass pitch using LinkedIn Sales Navigator.”)

And, heed Stevens when she notes:

Today the ability of the salesperson to guide a purchase in their direction, but also to understand more deeply the needs of the buyer, has been eroded. So the marketer needs to step in and provide the educational content. This has driven the huge rise of B2B content marketing to allow that researcher better understanding of how to solve a problem or how your solution can be helpful, and to guide them toward calling you.

Companies’ approach to client retention is also in need of schooling:

Another area where I see B2B companies failing, or sub-optimizing, is retention marketing and it just drives me crazy because this is where the bulk of profits arise. Most companies organize it to be the responsibility of someone called ‘account management’, which is an important function, but marketing is not being asked to support it.

Stevens feels for the challenges faced by marketers and sellers these days in getting to know or reach know the buyer and ever-expanding buying groups — especially in enterprise purchasing:

Marketers need to try to replicate that old relationship building aspect by identifying the members of the buying circle and either find out through outbound calling, for example, or social listening, or infer what their agendas are, because each member of the buying circle usually has a different agenda, different need. And then try to serve those needs on a one-to-one basis. And despite all of our wonderful MarTech and data, it’s really hard to do.

That’s also why events (especially virtual events) have taken on an even larger role — as a place researchers can get their questions answered. So, Stevens points out, we need to be even more active at business events than before, and to create our own opportunities, webinars and meetings to build those now more elusive business and sales relationships.

The trick there, as with everywhere, as you’ll hear in this episode, is how one shows up at those events or in that content. No pants on a Zoom aside, business presence still needs panache and empathy.

You’ll hear many tips and lessons from “Professor Stevens” in this episode, including:
  • How creative still needs to be about education, but in a context that captures attention and builds trust.
  • How and why we stumble when we try to apply traditional consumer creative strategies to B2B and risk sounding “tinny or irrelevant” — but why storytelling is still a “watchword” for B2B.
  • Why it’s wrong for the brand power to be measured by if it helps the salesperson get a meeting: “Asking marketers to base their entire value proposition to the firm on sales results unfairly puts the sales piece of the puzzle into the marketer’s metrics kit. If the marketers are handing good quality leads and generating interest and a perception of value in the marketplace, and the sales team can’t close the deal, then marketing shouldn’t be taking the hit for that… We need other metrics to help marketers understand what they’re delivering and help management.”
  • And, since Stevens also wrote the book on data-driven marketing (literally) she suggests looking at such metrics as cost per lead, or cost for qualified lead. While lead-to-sales conversion rate shouldn’t be marketing’s, “we need an awareness metric. Or maybe a trust metric, that can credit marketing with all of the earlier pre-lead stuff.”
  • Why the goal of B2B marketing is to communicate that “We are experts in the problem that you have, and you can trust us to help you solve the problem”, but needs to get that across without saying as much and still creating an emotional connection even though you’re buying for business purposes.”

Hey, her words, not mine, but: “this is why the B2B agency function exists in the world because they know what they’re doing and they can come up with messaging strategies that grab attention and deliver the message and in a way that makes sense to the business buyer.”

Finally, as I’m also Editor of The Continuum, a publication about brand and demand marketing, I had to ask if there’s a difference in awareness and performance marketing for B2B vs. B2C. The professorial answer?

“No, it’s the same concept: you need brand and demand for both B2B and B2C, but down on the ground, we’re talking about a very different buying process: B2B is more complicated. It’s longer. It involves more individuals, all of whom have to be engaged with and influenced… such as when it comes to raw materials, professional services, technology, and other business process oriented purchasing, which typically involve a large number of people. So the whole sales and marketing function needs to support that.”

Please find and follow Ruth Stevens for B2B help without the BS:

LinkedIn: http://www.linkedin.com/in/ruthstevens

Twitter: https://www.twitter.com/RuthPStevens 

Facebook: https://www.facebook.com/emarketingstrategy

Please follow E.B. Moss and Insider Interviews on:

Twitter:
@mossappeal 
@InsiderIntervws

IG:
@insiderinterviews 
@mossappeal

Facebook: InsiderInterviewsPodcast

If you found this helpful, or liked any of my Insider Interviews episodes, please add a review  on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at podcasts@mossappeal.com

Talking Business…and Podcasting…and Content! With Ken Kraetzer



For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer’s show, “Talking Business” for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media — and social audio — and why it’s key to create content across all platforms.

You’ll understand in just a few minutes how it all comes together for the show I’m producing for trade association, NATPE — their first-ever conference on the intersection of TV and Podcasting! (I’m very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.)

Ken also got a little bit of my life story — at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a “Zoom friend” with an “IRL” friend!

You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s

Here are some links to topics discussed:

NATPE’s July 14th “ContentCast” Conference 

David Berkowitz’s Serial Marketers (Start with the newsletter. You’ll thank me.)

Erica Keswin on Rituals (Of course I’m going to point you to my podcast episode with her!)

Susan McPherson’s book, The Lost Art of Connecting

And check out PodcastMovement (I’ll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop.
If you found this helpful, or liked any of my Insider Interviews episodes, feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com

Please follow on:

Twitter:

@mossappeal

@InsiderIntervws

IG:

@insiderinterviews

@mossappeal

Facebook: InsiderInterviewsPodcast

 


KoAnn on Building Sustainable Brands – Epi 28



KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side.

In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?

Listen; she’ll explain, and we also discuss:

  • The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later?
  • What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose

“Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”

  • Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
  • How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
  • Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
  • The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
  • How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
  • How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!)

 Additional Links:

SB Brand Transformation RoadmapSM.

Sustainable Brands global conferences 

P&G Planet KIND brand

Clorox Company social responsibility

Twitter:

@KoAnn

@SustainBrands

@mossappeal

@InsiderIntervws

Insta:

@SustainableBrands 

@InsiderInterviews

Insider Interviews Facebook

 

 

 


JibJab’s CEO on Strong Brands and Floppy Jaws



For Episode 21 I spoke with someone who’s been an animated head more times than he can probably count: Paul Hanges is CEO of JibJab, which is famous for its personalized e-cards and satire animations that lets your head be the star! If you haven’t heard of JibJab you may have had YOUR head in the sand; they’re the OG of digital branded content. It was born in 1999 to brothers Evan and Gregg Spiridellis, perhaps best recalled from their 2004 glory days of being featured on everything from The Tonight Show to ABC News for then viral political satire, “This Land.”

Hanges, who was promoted from COO 18 months ago, says they’re proud of being dubbed the “original online cockroach” for their longevity and survival of dot-com and economy busts. In our conversation he explains why JibJab is still hot more than 20 years since its inception. They’re even having something of a renaissance with the resurrection of their trademark Year in Review video after a six-year pause. (But how could you NOT do a recap of a year like 2020? For Chief Creative Officer Mauro Gatti and lyricist Scott Emmons it probably almost wrote itself! And I’m proud to offer my big head/floppy jaw cut here for your amusement by way of example!)

Hanges also explains the appeal of low-tech animation and their trademark “big heads and floppy jaws,” how they survive as a subscription model and why they walk away from brand dollars if not aligned with their mission – “to make billions of people happy by allowing them to be funny, wherever they’re having that conversation.”

Here are the highlights – but do hear all Hanges has to say in this very “animated” conversation:
  • How it all started – yes in the proverbial garage
  • Why, in a world of “deep fakes and augmentation” the appeal of JibJab is the personalization and NOT to replace reality. “We want to provide utility to help people say happy birthday or anniversary or other big moments.”
  • How personal micro networks add up to eyeballs at scale – and 1.3 million paying subscribers;
  • How they’ll leverage the rights to hits like “Old Town” or Mamma Mia the musical, but why they’ll walk away from 95% ofbranded opportunities;
  • Why politics and JibJab do not always make good bedfellows, but why they participated in the Facebook ad boycott in July to stand up to divisiveness;
  • How (self-plug here) they balance “brand+demand,” — as we promote in The Continuum;
  • The big data opportunity they’re sitting on to be a personalized service for people and how they’ve had to be nimble and “pivot” in their production and platform access.

And of course, for the last episode of 2020 we have to offer Hanges’ words of wisdom from the past full year as CEO to other new CEOs…and how to embrace your strengths and those of others as well. “I take a step back and look and say, ‘we have a very strong operating team that’s working towards a goal of making billions of people happy.’ …And I’ve been really proud to say I can lead this company with that mission.”

Personally, I could not have wrapped up my first year of Insider Interviews podcasts (AND my “It’s Quite a Living” personal podcast) with a better message than to “head” into 2021 with the inspiration of a JibJab to find the humor and spread the joy throughout this holiday season and into 2021.
 Thank you all for listening and hopefully sharing this podcast. I value your feedback and support. And if I can help you create content that spreads joy or opens revenue doors please visit Moss Appeal or write to me at podcasts@mossappeal.com.

Happy New Year!


Podcast Prognostications At and Around RAIN’s Global Summit – with Brad Hill: Epi 14



This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success… and a more formal discussion — actually a few segments grabbed from RAIN’s Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19’s Lex Friedman and Targetspot’s Dave Sosson — and a few of their insights were captured here.

  • You’ll learn how the summit had to pivot — and lessons for good zooming — as well as:
  • the kinds of media categories that podcasters are selling against — think paid social — and how they compare;
  • how host read ads are great, but how do they fit in to a targeted buy 
  • Interesting projections from the IAB and the new categories opening up for — and of — podcast advertisers
  • SHOULD there be a “PAB” 
  • And what is “giide”?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!