Future Fuzz - The Digital Marketing Podcast Ep. 100 - Why so many brands are boring - Marcus Foley
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In this episode, Marcus, Co-Founder of Tommy, shares how his global digital studio helps leading brands like Netflix, TikTok, and Amazon Prime stand out in crowded markets through the power of distinctiveness. He explains why true distinctiveness goes beyond being different, how emotional connections drive brand memorability, and how cognitive neuroscience is changing the way marketers think about building lasting brands.
Marcus also unpacks the mistakes brands make by following category playbooks, the rise of fearless emerging brands, and why consistent, committed behaviors—not one-off stunts—build long-term brand loyalty. A must-listen for anyone serious about creating standout, future-proof brands.
Guest Bio
Marcus is the Co-Founder of Tommy, a digital creative studio that partners with some of the world’s leading brands, including Netflix, TikTok, YouTube, Amazon Prime, Paramount Pictures, Google, and Tottenham Hotspur. With offices in London, Los Angeles, and Singapore, Marcus leads a team that specializes in building distinctive, memorable brand experiences across global markets.
Drawing on over 15 years of experience navigating Hollywood’s fast-evolving marketing landscape, Marcus has become a recognized expert in brand distinctiveness. Under his leadership, Tommy developed the industry’s first distinctiveness framework—rooted in cognitive neuroscience research—to scientifically measure how advertising impacts memory and emotional engagement. Today, Marcus helps brands cut through the noise, build lasting emotional connections, and drive true brand differentiation.
Takeaways
- Distinctiveness, not just difference, is key to brand success.
- Emotional connections make brands more memorable.
- Neuroscience shows how distinctiveness drives memory and action.
- Brands must commit to distinctiveness beyond one-off stunts.
- Consistency builds recognition and loyalty.
- Emerging brands win by being fearless; established brands by storytelling.
Chapters
00:00 Welcome and Introduction to Marcus from Tommy
01:16 Founding Tommy and Early Challenges
03:48 How Streaming Services Changed the Studio Marketing Game
04:49 Distinctiveness vs. Differentiation in Branding
06:37 Real-World Examples: Beauty and Whiskey Industry's Lack of Distinctiveness
11:53 Building Standout Brands: Lessons from Engine Gin and Trip Drinks
14:03 The Role of Neuroscience in Brand Memorability
19:04 How Emerging Brands Can Rock the Market
23:30 Disrupting the Travel Category: Lujo Hotel Case Study
24:01 Mistakes Brands Make by Following Social Playbooks
26:02 Why Brands Must Commit to Distinctive Behavior
28:58 Closing: Where to Find Marcus and Tommy