Any Insights Yet? with Chris Kocek

How do you take a challenger brand from number two and make it number one? And how do you do that with a relentless focus on positive behavior change?Those are the kinds of challenges that Mark DiMassimo and Lesley Bielby love to tackle at DiGo Brands, and over the past twenty years, they have elevated  and re-energized numerous better-for-you brands, including Weight Watchers, Crunch Fitness, The Partnership to End Addiction, The Bronx Zoo, and Better Help, just to name a few.Whether they're making award-winning ads or redesigning a brand's identity from top to bottom, their work combines the latest findings from behavioral science with a unique blend of humanity, humility, and just the right amount of absurdist humor. Our conversation takes some wonderfully unexpected twists and turns as we try to decipher the motivating emotions surrounding embarrassment and the importance of teamwork when it comes to new business pitches.Some of my favorite aha moments talking with Mark and Lesley include:Their “go-for-the-jugular” approach when it comes to customer researchHow they turned HelloFresh from a challenger brand into the undisputed category leaderThe key research findings and creative executions that allowed Better Help to connect with a wider audience The insightful and entertaining ways they transformed Crunch Fitness into a national brandHow Mark’s experience in his grandparents’ hair salon and Lesley’s experience as a hypnotherapist have shaped their approach to strategy and creativityShow Notes:Below are links to campaigns and other inspiring ideas that came up during our conversation.CampaignsVisit OsloMovies“Easy A” Trailer“The Secret Life of Walter Mitty” Trailer“The Holdovers” TrailerPodcastsAny Insights Yet? Episode 10: Andy Pearson at Liquid Death

What is risk?For most people, a risky situation is one where you’re exposed to danger.Put another way, it’s the possibility of something bad happening.But for Andy Pearson, VP of Creative at Liquid Death, the definition of risk takes an interesting detour. For Andy, the real danger is not that something bad will happen, but that nothing will happen at all.No reaction. No learning. No breakthroughs.Just a boring piece of creative, dead on arrival, completely ignored.That’s why, over the course of his career, Andy has developed a habit of pushing himself into uncomfortable situations and doing “scary stuff” so that he can explore ideas that most people won’t even consider.But scary stuff isn’t the same as doing anything. There is always a Liquid Death Logic underneath every idea that helps the team connect the dots between dumb ideas and smart ideas in unexpected ways.Some of my favorite aha moments talking with Andy include:Andy’s favorite activations at Liquid Death and why he loves themOne of the scariest things Andy did early on in his career before Liquid Death that has shaped his outlook on risks and creativityThe questions Andy likes to ask in brainstorms to push ideas even furtherHow Liquid Death manages controversy and consistently transforms hate into something greatThe intriguing parallels between one of Andy’s hobbies (ultramarathons) and building a brandShow Notes:Below are links to campaigns and other inspiring ideas that came up during our conversation.CampaignsMike Cessario getting a fan’s face tattooed on his bodyLimited edition corpse paint with e.l.f. beautyThe Yeti Casket CoolerThe “Freeze to Death” Cold Plunge TankLimited edition Hot Fudge Sundae flavor with Van Leewan Ice CreamA partnership with Burton to create an unrideable snowboard called the Death Trap.A contest where you could win a free L-39 Aero jet called The Dehydrator. Cards Against Humanity Saves AmericaMoviesThe Voyage Out by Barlow Jacobs (Coming Soon)BooksBorn to Run by Christopher McDougall

Why should strategists do focus groups with real humans if AI-enabled synthetic focus groups can yield an equally powerful aha moment at a fraction of the cost?That’s one of several challenging questions I explore with Ed Cotton, brand consultant and former chief strategy officer from Butler, Shine, Stern & Partners (BSSP).For the past 25 years, Ed has been at the helm of strategic planning in NYC, leading strategy for a wide variety of brands, including Amazon, Apple, BMW-MINI, Chipotle, EA, LG, Nestle, Nike-Converse, Unilever, and Wal-Mart.In today’s fast-moving marketing environments, where CMO tenures are shorter than ever, Ed sees a multitude of opportunities that AI can offer - speed, cost reduction, and more ways to connect the dots.But at the same time, he worries that the combined pressure of smaller budgets and tighter deadlines are creating situations where strategists are afraid to get out of the office or out of their comfort zone.  Some of my favorite aha moments talking with Ed include:How to overcome insecurity as a junior strategistWhy big data can sometimes be misleading and doesn’t necessarily lead to more insightsWhich categories are most toxic for focus groups and what to do if you’re doing research in one of those categoriesHow one of Ed's favorite hobbies helps him see the world with fresh eyesA valuable life lesson that Ed learned from a creative director when he was just starting out as a strategistShow Notes:Below are links to inspiring ideas that came up during our conversation.Films (and books):Ed’s favorite recent book: The Anomaly by Hervé Le TellierAnnihilation - Movie Trailer (Here's the book)Zone of Interest - Movie Trailer (Here's the book)CampaignsAirBnB Original Belong Anywhere Campaign SpotAirBnB 1/2 Billion Guest Arrival Campaign SpotOther Miscellaneous MusingsEd’s Substack - ProvokeEd's Podcast - Inspiring Futures

Tim Malefyt has an amazing ability to make the familiar strange.He does this by doing deep, ethnographic research, helping brands uncover hidden consumer truths through a combination of carefully constructed activities and thoughtful conversation. As a business anthropologist, Tim’s research methodologies and key findings have helped re-energize a number of big name brands across multiple categories, including Campbell’s, Gillette, FedEx, HBO, Revlon, PepsiCo, Cadillac, Crayola, and New Balance.For Tim, context is everything. If you want to understand a person’s behavior, you have to talk to them in the right context. That means getting them out of the focus group room, putting away the interrogation pad of paper,  and talking with people in the environment where the behavior in question naturally takes place. Because as Tim puts it, “It is in the doing, in the action, that the ‘knowledge of the body’ starts to come through.”Some of my favorite aha moments talking with Tim include:Reframing Campbell’s “dinner dilemma” into something more creative and communalThe surprisingly social nature of driving and the challenge that poses for self-driving carsDifferent metaphors one can use during interviews for more meaningful truthsHow to check for and overcome gender bias in research projects The way Tim’s experience as a ballet dancer has influenced his approach to researchShow Notes:Below are links to books, and other inspiring ideas that came up during our conversation.Tim’s favorite recent book: The Overstory by Richard PowersAnother great book: Metaphors We Live By by George Lakoff and Mark Johnson

Dan Cohen loves a good challenge.Tell him he can’t say something in a campaign headline and he’ll find a creative way around it, to the delight of clients and customers alike.Over the past thirty years, Dan’s creative, collaborative approach has helped a wide variety of brands in commoditized categories, including Bounty (paper towels), Charmin (toilet paper), Pampers (diapers), Pepto-Bismol (digestion), and Puffs (facial tissue).He’s also worked on the other side of the advertising spectrum, re-energizing luxury brands like Rolex, DeBeers, and Bentley. No matter what he’s working on though, Dan always manages to find those aha moments hiding in plain sight - in data points, personal experiences, and in casual conversations with his creative teams. Some of my favorite aha moments talking with Dan include:The data point that became a powerful springboard for Bounty’s latest campaign How to build awareness for brands in commoditized categoriesCharmin’s creative activations in unexpected places like Pottypalooza and Times SquareHow Gen-Z has upended the traditional approach to linear storytellingThe summer job Dan had in college that taught him a valuable lessonShow Notes:Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.Wingmen Gronk & Julian Edelman Spill the Sauce on Their Patriot DaysLions - Bounty Wingtracker Campaign | The WorkCharmin Restroom Activation in Times SquareCharmin Rollbot at the Consumer Electronics ShowCharmin Toilet Tunes - TikTokCharmin Toilet Tunes - SpotifyHeinz Tilted Ketchup LabelDan’s Favorite Recent Book - James by Percival Everett

A great magic trick, like a great creative briefing, begins long before everyone gathers in a room.To the general public, Mike Jacobson may be best known for his magic show performance on America’s Got Talent in 2023, but for the past decade in the business and advertising world, Mike has brought his unique methods to strategic briefings and creative campaigns for a wide range of clients, including Oreo, Subway, Comedy Central, Paramount, and other MTV Networks.Some of my favorite aha moments talking with Mike include:The surprising overlaps between magic, mentalism, and marketingHow to take a simple card trick (and a creative briefing) to a level 10 engagementMike’s terrible interview at 72andSunny and how he turned it around to get his first job in advertisingThe secret to priming your audience to be more receptive to your messageHow to get and hold people’s attention in an era of shrinking attention spansThe importance of confidence and mystery in modern marketingShow Notes:Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.Mike’s performance on America’s Got TalentThe Last Barf Bag - DramamineSteve Martin Documentary Trailer on Apple+

Sascha Mayer knows what it’s like to be invisible. Like so many new moms nursing their children, if she wanted to nurse or pump when she was away from home, her options were often limited to a bathroom stall, an unattended room, or a parked car.But it was around Labor Day weekend in 2006 that an article in the New York Times and a confluence of other events inspired a question that would change her life’s trajectory.“Why are these women who are so visible to me so invisible to everyone else?”That question - and the answers that followed - led Sascha and her co-founder Christine Dodson on a seven year journey to create Mamava, a revolutionary lactation pod for on-the-go moms (and dads) who need a clean, comfortable space for nursing, pumping, or bottle feeding.From the first location in 2013 at the Burlington International Airport to more than 5,000 Mamava locations today, Sascha has channeled her bodacious optimism for mission-driven brands into the Mamava ecosystem, transforming a topic that was once invisible into something that is now highly visible, approachable, and welcoming.Some of my favorite aha moments from our conversation include:The process of coming up with a memorable name and provocative logo for MamavaBreaking down barriers and raising awareness around the topic of lactivism Finding key partners and “pollinators” to help carry the message and mission of Mamava Sascha’s favorite Mamava pod location and why it’s special to herThe importance of expanding the Mamava ecosystem from physical pods to a user-friendly appThe critical branding and ethnographic research lessons Sascha learned while working for Bernie Sanders and brands like Seventh Generation and Burton SnowboardsShow Notes:Below are links to campaigns, shows, and other inspiring ideas that came up during our conversation.Swehl Campaign in Times Square featuring Molly BazThe Rehearsal - TrailerFrida - The Motherload of Labor and Recovery Must HavesThe Bodacious Optimist PodcastHeavyweight Podcast - Episode 24 - Jimmy and Mark

There are a lot of strategy documents in the world. Briefs. Decks. White papers. Books. According to Alex M H Smith, most of them are full of shit. Impenetrable, calcified, piled-high bullsh*t.That’s because, despite all their words and charts and graphs, these so-called strategies fail to inspire action.And that’s what Alex wants to change in the world of strategy. With his book (No Bullsh*t Strategy) and his consultancy (BasicArts.org), Alex is on a mission to help brands differentiate themselves through bold, decisive action.Some of my favorite aha moments talking with Alex include:The difference between a bullshit strategy and a no bullshit strategyHow to redefine your competitive set to create a category of oneThe surprising lies that most marketers believe when it comes to targeting How to maintain differentiation when when copycats come in with commoditized claims How to reduce your strategy down to just one wordShow Notes:Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.No Bullsh*t Strategy - Alex M H SmithAtomic Habits - James ClearGrenade Protein Bars - UKAlex’s favorite recent good book - The Matter with Things by Iain McGilchrist 

For over two decades, Shobha Sairam has worked on a wide variety of brands at a number of agencies around the world, including Leo Burnett, Mother, Deutsch, and The Community among others. Most recently, Shobha has led strategy at 22 Squared Inc, based out of New York, where she and her team have breathed new life into brands like Baskin Robbins, Party City, Publix, and Toyota. Over the years, Shobha’s research for different brands has exposed her to a variety of sensitive and challenging subjects, including sexual wellness, banking, and the American Dream, and her process for getting to the heart of people's feelings around such complicated subjects is inspiring.Some of my favorite aha moments talking with Shobha include:The surprisingly complex reasons people have sex and how those reasons led to the evolution of the K-Y brandMoving beyond the classic problem-solution formula that most brands adhere to The impact Gen Z has had on brands and storytelling across multiple categories  Re-framing the banking industry away from the standard idea of “financial freedom” toward something more poignant and provocativeTransforming “What is” to “What If” in creative briefings and client work sessions to consistently get to more effective, engaging workShow Notes:Below are links to campaigns and other inspiring ideas that came up during our conversation.Oatly - Forced Perspective CampaignShobha’s most recent favorite book - The Sword and The Scimitar

Brent Vartan, co-founder of Bullish Inc., shares his innovative approach to brand-building. He discusses how essential human desires like honor and vengeance can shape a brand's essence. Discover the intriguing notion that defining an 'enemy' can empower brand narratives, using examples like Harry's versus Gillette. Vartan also emphasizes the shift from low-cost acquisitions to deeper consumer connections, promoting a new era of consultative commerce. His insights highlight the power of genuine care in relationships, fueling brand loyalty and success.