Uncensored CMO

Marketing professional AJ Coyne discusses Monzo Bank's success through emotional advertising and customer obsession. Topics include creating a distinct brand identity, the emotional aspect of money, fostering creativity in the organization, and embracing failure as a learning opportunity.

Colleen DeCourcy, Chief Creative Officer at Snap, talks about her time at Wieden+Kennedy, the challenges of Snapchat, creating happiness in social media, and what it's like working for Evan Spiegel. She reflects on lessons from Dan Wieden, being a creative leader, and offers advice to young marketers.

Scott Galloway, a marketing professor, discusses the end of the brand era, the importance of building wealth, and the impact of social media. He shares advice on success, the most crucial skill for marketers, and the power of compound interest. Galloway also explores the future of agencies, networking for wealth growth, and the evolving dynamics of social media and hiring practices.

Scott Morrison, an energizing coach, shares insights on turning around businesses, winning pitches, and creating impactful moments. Topics include branding strategies, Nike's success secret, career failures, and pitching to CMOs. Morrison's journey from bust to Boom is a highlight, along with the importance of emotional resonance in marketing.

Former CMO of John Lewis, Craig Inglis, shares insights on emotional advertising and creating impactful marketing campaigns. Topics include moving from rational to emotional strategies, selling creative ideas to CEOs, the business impact of John Lewis ads like Monty the Penguin, focusing on customer experience, transitioning from consumer to B2B businesses, and the importance of human connection in marketing.

CMO of Specsavers, Peter Wright, and MD Nicola Wardell discuss the success of the 'Should've Gone to Specsavers' campaign, the importance of humor in advertising, creating a culture of innovation, and expanding into new healthcare sectors. They share insights on attracting talent to Guernsey, in-house creative teams, and the future of technology in their business.

Global Brand Director at Guinness, Stephen O'Kelly, shares insights on brand legacy, storytelling, and marketing strategies. Topics include family ties to the company, cultural significance of Guinness, myth of Dublin tasting better, empowering women's sports, compliance in marketing, and creating successful ad campaigns for non-alcoholic Guinness.

Copywriting expert Vikki Ross shares insights on great copy principles, real ad analysis in Copy Safari, examples of effective copy, and discusses if AI will replace copywriters. Includes tips for aspiring copywriters and the importance of a good brief.

Exploring the power of creativity in advertising effectiveness with Cadbury's success. Discussion on distinctive assets, balancing creativity and data, best ads, targeting strategies, and the evolving landscape of brand campaigns. Emphasis on storytelling, emotional engagement, and the importance of creativity in advertising success.

Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen.Timestamps00:00:00 - Intro00:01:10 - Mike’s background00:06:24 - Mike’s brandy startup00:10:33 - Navigating regulation00:12:46 - The benefits of being an outsider distrupting an industry00:14:57 - Coming up with the idea for Liquid Death00:19:30 - How to create an innovative brand00:23:48 - Selling the Liquid Death concept00:27:08 - Raising money for Liquid Death00:29:50 - Launching on Amazon00:30:52 - Generating demand in the early days00:31:46 - Figuring out distribution networks for the drinks industry00:35:45 - Why limited budgets helped Liquid Death grow00:44:11 - Why D2C was pivotal for Liquid Death00:46:12 - Liquid Death’s unique Super Bowl campaign00:49:54 - The power of the Liquid Death merch00:53:00 - Innovation for the future of Liquid Death00:54:15 - Scaling and exit00:56:02 - Having famous investors00:57:29 - Maintaining the challenger spirit01:01:58 - Mike’s advice to aspiring founders