I relish conversations with new-economy brandmakers who are working on the cutting edge.
Last week, I hosted a jam session with some of Chicago’s most innovative brandmakers. The guest of honor was new-economy marketing maven Kathryn Kercher, in from New York.
|Photo taken by superstar brandmaker Brandy Agerbeck|
As expected, it was both inspiring and electric.
1. Buying paid media marks a threshold for digital brands. It’s a rite of passage to create and air a spot. Goal: big audience numbers. True audience: VCs who like big numbers.I got positive feedback from the jam session and I’m thinking I’ll do it again. Why not? After all, the cutting edge works best when is the blade is sharp.
2. The winning trifecta is paid, owned and earned engagement with consumers.
3. Talent need in marketing: hybrid marketers with classic training, brand-building experience, and digital savvy.