What's the Sweet Spot of Legacy Brands?

One of the biggest buzz words today is web 3.0. How is this interaction with consumers anywhere and everywhere going to change the way we do things? Every marketer is wondering where it’s going, and today I’ve found someone who is on the forefront of these marketing campaigns and developing strategies that truly work for brands. 

“This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”

Nathan Phillips, Co-Founder and Director of Concept Design at Technology, Humans And Taste, or THAT, has a whole different view of marketing. He’s taken his skills as an artist, as a director, and so much more to reshape the way we should be thinking about how we market and what a successful campaign looks like.

Trust me, you will want to take some notes on his out of the box thinking - because what worked 5 or 10 years ago won’t be working in the next 5 or 10 years.

Alright, let’s get to it!

Main Takeaways

• The new way of thinking. In our new immersive world, start having the mentality: think of an amazing TV Spot. Now, what if it was real? We are immersed in a media ecosystem that is high touch. It’s liquid, flexible, and so pervasive that we need to have big conceptual ideas, then decide where those live.
• Avoid yes and. Instead, look at every opportunity given to you like a gift. Take it, accept it, then  build upon it.
• Allow room for bureaucracy. It’s often hard to make big pivots, especially when most of your budget is already accounted for early in the year. Be ready for that, because something big may come at a moment's notice that could have huge outcomes. Build a plan for those unexpected moments before they happen.

Key Quotes

“This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”

“The way that we express ourselves most personally, is through purchase. Before this call [I was] having a bad hair day, put a hat on. Felt a little shlubby in my sweatshirt, put this jacket on. I'm designing myself based on stuff I bought.”

“Self-driving cars exist, right? So why don't we have self-driving cars? Is it because the technology doesn't work? No, it's because the government moves slower than the technology. The bureaucratic nature of law is challenging. And so it doesn't know how to rule on this new technology. So the humans that are potentially ready for it, the cultural impact, the safety, the environmental positive outcomes are stopped. Not because it can’t happen, but because people can't get their act together to think differently and do what has yet to be done. I would hate to think of marketing as an industry would fall victim to the same downfall.”

Bio

Co-Founder and Director of Concept Design at Technology, Humans And Taste [THAT]. Nathan leads the development of a proprietary collaborative methodology, which invites diverse and unfamiliar collaborators to co-create innovative concepts for any medium, leveraging AI to supercharge any idea. What used to be art is now advertising.

Nathan is one of the most unique individuals I have met and his experiences of being an improvisationist and creative are sure to entertain and enlighten your audience. Some of his expert topics are:

• How To NOT Have An Idea - Why Acting Creative Stops You From Being Creative
• Stop. Collaborate and Listen.
• 7 Habits Of People With Ideas
• Writing for the metaverse - How to use emerging tech like NFTs to engage Humans

Nathan has recently been featured in Inspiring Futures, Innovation Crush, The NY Times and The Martha Stewart Show. I've also attached his media kit for your review with more of his featured speaking topics and bio. 

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