Mike Jacobs, MMA Board Member, on the challeges of Brand Marketing

Christine Russo, host of What Just Happened, sits down with Mike Jacobs to discuss key shifts in marketing strategy and brand authenticity in today’s evolving landscape. In addition to these talking points, Russo offers a hard look and counterpoint analysis of Gary Vaynerchuk’s Possible presentation, blending sharp critique with balanced insight.

Talking points:

The Shift from Quantity to Quality and the Need for Authenticity:

Russo critiques the oversimplification in modern marketing advice, particularly targeting Gary Vaynerchuk’s pivot from promoting high-volume content to emphasizing "quality." Jacob stresses that “quality” must be properly defined—whether it’s production value or the depth of strategic thinking—and that authentic brand identity should be the foundation of any content strategy.

Balancing Organic Content and Campaign Structure:

Jacobs explains the necessity of blending organic, quick-turn content with broader campaign strategies. While organic, lo-fi content can enhance relatability, Russo and Jacob agree that large-scale campaigns remain important for delivering brand positioning and long-term customer engagement. A rigid binary—organic versus high-production—is misleading without contextualizing audience and channel strategies.

Marketing’s New Complexity: AI, Data Gaps, and the ‘Movable Middle’:

Russo and Jacobs explore how AI, privacy shifts, and changing consumer habits create confusion but also opportunity. Jacob highlights that marketing success now depends on authentic strategy connected to product value, not just creative flash. They also discuss the "movable middle" concept from MMA research, emphasizing the overlooked importance of mid-funnel engagement—consideration actions that lead to deeper brand loyalty.