Lochhead on Marketing

Today on Lochhead on Marketing, we talk about the good way and the bad way to rebrand. And wat better to use as an example than the recent Gemini AI rebrand by Google. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Good Reason to “Rebrand” Before we proceed with the main topic at hand, let’s first have a good example of when to “rebrand”. There’s a company called Chirp that sells foam rollers, which is used by athletes for training their muscles and easing soreness. But after some time, a new category was invented that was adjacent to their market, the percussion massager / gun. Rather than just create their own version of percussion gun, Chirp went ahead and combined their foam rollers into this new category, essentially making a new category, the rolling percussive massager, for themselves. The Bad Reason to “Rebrand”: Google’s Gemini So why did we tell you that story? Because Google is doing the exact opposite of that, always going for the “Compete in the market” model rather than making their own market. And it could be seen with their latest endeavor in AI, Bard now rebranded as Gemini. So, why did Google make this move? While we can't say for certain, we can infer their motives. Essentially, they directly challenged ChatGPT and came up short. Now, they're revamping Bard to give it a "fresh start." While that might be their goal, most marketing experts would tell you that it simply looks like Google is backing away from the competition and trying to repurpose their AI to make the best of the situation. That in itself is a problem, but there’s also the fact that Google doesn’t really do anything different than the reigning Category King of the market. This has been true with their forays in podcasts, social media, and their other services that are now defunct. They're competing, instead of creating, which is what most companies do, and they're fucked. When to do a “Rebrand” With that said, the best time to do a rebrand is if either you’re introducing a brand-new category as your main product, or revolutionizing one of your current ones by making a new category. Rather than chasing after the tail of the Category Leader and competing for the remaining small chunk of the market, why not try doing something different? Because otherwise, you’ll just get your ass handed to you, just like what happened with Google Plus, Google Podcasts, and now, the unfortunate Google Gemini. Bio Christopher Lochhead Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Lochhead on Marketing, we have a very special episode with one of my favorite marketers, Ryan Alford. Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I've been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He's just one of those guys I like talking about marketing with. Today, we are going to talk about how to have a legendary marketing career. We also talk about why it is that many people in Marketing don't view what they do as a craft that they're working on their whole lives, and what happens when you do so. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Ryan Alford on Marketing Careers and Current Industry Trends Christopher and Ryan discuss the appeal of marketing careers, especially for younger individuals. Ryan, with 20 years of experience, emphasizes the importance of creative thinking and adaptation in the face of industry changes like AI. He believes marketing offers opportunities for innovation and creativity, essential for standing out amidst a crowded field. Christopher adds that many marketers don't view their work as a craft, but rather as a job or set of skills, contrasting it with master surfboard shaping. Ryan, drawing on his own experience, sees marketing as a craft that requires honing skills over time, akin to his father's craftsmanship. Both agree that when you love what you do, it doesn't feel like work. Ryan Alford on Marketing Skills and Adapting to Platform Changes The two then discuss the evolving landscape of marketing skills and the need for adaptability. They highlight the importance of curiosity, continuous learning, and embracing change in navigating the industry's shifts. With the proliferation of digital platforms, they emphasize the challenge of staying updated and the risk of relying too heavily on platforms beyond marketers' control. Despite these challenges, they underscore the enduring power of innovative ideas to capture attention and drive success. Christopher also cautions against shallow tactics focused solely on grabbing attention without meaningful content, using the wind feather in car dealerships and mall entrances as an example. They advocate for a balance between leveraging new platforms and maintaining focus on substantive messaging to achieve marketing goals effectively. Ryan Alford on Marketing Strategies and Generating Outcome Christopher and Ryan discuss the importance of marketing strategies producing meaningful outcomes rather than mere attention-grabbing tactics. They emphasize the necessity of tying marketing efforts to revenue generation, highlighting the distinction between visibility campaigns and those that drive sales. Ryan stresses that successful marketers focus on moving consumers from one perception to another, ultimately leading to sales. They acknowledge the controversy surrounding this viewpoint, especially among marketers who resist being held accountable for tangible results. Both agree that marketing is for those who embrace accountability and are committed to producing revenue, with Christopher noting that marketing allows for creative ideation that triggers sales, contrasting with the more direct approach of salesmanship. To hear more from Ryan Alford and learn how to have a legendary career in Marketing, download and listen to this episode. Bio Ryan Alford Links Connect with Ryan Alford! The Radcast | LinkedIn We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

The podcast discusses the myth of distribution as a key to success using Google Podcast as an example. It emphasizes the importance of building a new category and problem for success, regardless of product or distribution advantage.

First and foremost, we at Lochhead on Marketing would like to wish everyone from the bottom of our hearts, happy holidays. Christopher Lochhead hopes that you have an opportunity to be with the people you love this time of year, and enjoy some happiness and peace. That said, there seems to be a lot going on lately. Be it about antisemitism, diversity, equality, and inclusion, and sort of the core values that the United States will be governed by and will latch on to. So I wanted to take this time and have a talk between you and I. You may not like what I will have to say, and that is all right. The important thing is that we have a good dialogue between us, and open ourselves to thinking Different does not always mean they hate you and your type of thinking. As we head to 2024, that is my wish for the holiday season. That we have a breakthrough in real, authentic, civilized, thoughtful dialogue. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Christopher Lochhead on LGBTQ+ rights over the years Christopher shared a heartwarming story about a LinkedIn acquaintance, a marketing executive, who recently had a baby with her wife. They had a positive exchange about babies, and Christopher expressed genuine happiness for the couple. “Around here, we think babies are fucking fantastic, especially when they're born to good people who are committed to raising those children and loving knows children. What could be better than a great couple are a great group of folks who have a baby, love that baby, and do everything in their power to provide that child with a great life and enjoy that child. It's wonderful.” – Christopher Lochhead Christopher then reflected on growing up around queer individuals, recalling the challenges they faced over the years. He emphasized the progress in societal acceptance of the queer community, highlighting the positive change that allows people to openly share personal milestones without fear of judgment. That said, Christopher expressed joy for the LinkedIn acquaintance, appreciating that she can legally be herself and share her family news without hesitation, considering it a legendary step forward, especially in the United States. Christopher Lochhead on mortgage discrimination Christopher then talks about a CNN headline that revealed the systemic racism about the Navy Federal Credit Union's discriminatory mortgage approval practices. The report states that while over 75% of white applicants were approved for conventional home purchase mortgages, less than 50% of black applicants were approved under the same circumstances. Christopher condemns this as not just systemic racism but outright evil. He criticizes financial institutions like Wells Fargo for repeatedly facing charges related to racial discrimination without executives facing jail time. He emphasizes the urgent need to acknowledge and fight systemic racism for true equality and justice, citing the 14th Amendment of the US Constitution. “This is racism right in front of us. And anybody who's just anybody who cares about equality, and justice, and the pursuit of happiness for all must acknowledge that there is systemic racism against certain groups. There's no doubt about that. And we need to fight it. We really need to fight it.” – Christopher Lochhead On Systemic Racism and DEI in society Christopher expresses concern about the rise of hatred, particularly in the context of recent events, notably the conflict in the Middle East. He highlights the misunderstandings surrounding the October 7th events, emphasizing the severity of the situation and the explicit threat against Israel and the Jewish population. Christopher is dismayed by the confusion and the lack of recognition for Israel's right to defend itself. He shares a personal experience of a friend falling victim to violence and underscores the complexity of the situation,

Christopher Lochhead, an expert in category design, discusses the importance of embracing criticism and not taking oneself too seriously. The podcast explores the failure of the 'better trap' mindset and highlights the significance of understanding the problem before developing a solution. It also delves into the power of languaging in category design and the importance of understanding the problem through 'back casting.' The podcast concludes by emphasizing the need to think unconventionally and stand out in order to create successful businesses.

On this episode, let’s talk about Israel, and the war that has come to this “Startup Nation”. Off the top, let me say the pain and suffering of what's happening is unbelievable, unbearable. My heart goes out to Israel, all Israelis, and all Jews around the world. I also want to say I have spoken with many Arabs since this happened. There's a very big difference between an Arab or a Palestinian and Hamas. They are not the same thing. My Arab friends wanted to stress that to me. My heart goes out to all the innocent Arabs in Gaza and in the region who are suffering and also experiencing extraordinary pain and loss. Israel is a “Startup Nation” If you’ve been in tech for a while, you’ve probably worked with Israelis. For the better part of my professional life, I’ve worked with entrepreneurs, engineers and executives from the country. The Israeli’s I know are smart, tough, driven, no-nonsense result producers. If you want to get big tech shit done, work with Israelis. It has one of the highest concentrations of startups in the world. Its tech sector is a major contributor to the country's economy. Tech is 18% of Israel's GDP, and 14% of all salaried employees work in Tech. That’s roughly 500,000 people. On top of which, 50% of Israel's total exports come from Technology developed by these people. The framework Israelis created to co-locate Israel/US tech startups, established an innovation model that is envied the world over. Israel has over 6,000 Tech Companies The impact of this war borne out by the Israeli people. Reports indicate that the start if this war was "the darkest day in Jewish history since the end of the Holocaust.” And, it will also be felt by virtually every major tech company in the world. There are over 6,000 tech companies operating in Israel, including some of the largest names, with Apple, Microsoft, Google, and Intel to name a few. These companies have a variety of strategic operations in Israel, including research and development centers, sales offices, and customer support centers. Israel is home to over 15,000 startups, and they employ over 100,000 people. In 2021, Israeli tech companies raised a record $25.6 billion in venture capital funding. Today, they are scrambling to secure and support their people.   15,000 Israeli Tech Startups Now, this evil war is extracting an unbearable human cost. More death, suffering and disruption is sure to follow. And this war will be felt by many of us in the tech industry. My heart aches for Israel. My heart aches for all of the innocent souls in the Middle East. We’re praying for peace, and the day we can all get back to building legendary companies. To hear more of Christopher Lochhead’s thoughts on the recent events that unfolded in Israel, download and listen to this episode. If you wish to join the conversation and get more information on the matter, check out Christopher’s post on LinkedIn: Christopher Lochhead Different: Weekly Newsletter We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates about consumer spending trends. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss the latest consumer spending reports and what they mean for the retail category and retail category queens. They also dive into a category opportunity for McDonalds and how it could impact the future of food delivery. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Changing Retail Landscape Eddie Yoon examines the evolving economic landscape and its impact on U.S. consumers. Employing a Category Science lens, Eddie highlights significant disparities in economic indicators. Disposable personal income in July saw a mere 0.15% uptick, the year's lowest, while personal consumption expenditures (PCE) surged by 0.82%, marking a 2023 high. This income-spending disconnect raises concerns. Eddie notes the imminent return of student loan payments, averaging $503 per month, which may strain disposable income. Loan delinquencies, nearing 2020 levels, signal financial challenges. Notably, a fourfold increase in young adults aged 25 to 34 living with parents since the 1960s reflects economic constraints driving lifestyle changes. Prompted by Christopher, Eddie also identifies two contrasting trends: robust growth in experiences and personal transformations versus declining interest in traditional goods. While international travel and categories like medical aesthetics flourish, traditional retailers like Target, Kroger, and Home Depot report declining revenues. Eddie predicts a future marked by consolidation and M&A, with only a select few brands and private labels surviving. Navigating the Shifting Consumer-Driven Economy Christopher Lochhead and Eddie Yoon then tackle the intriguing dual signals in the economy, driven by increasing digital influence on consumer behavior. On one hand, positive indicators suggest the American consumer remains a key economic driver, with retail sales growing by 0.6% in August and a forecasted real GDP growth of 3.5% for the third quarter. However, Eddie Yoon emphasizes the underlying shifts: Consumers are driving economic growth through increased credit spending, but it raises questions about sustainability. Many are making significant changes in their financial habits, including declining college enrollments, reduced home purchases, and a lower birth rate, all contributing to a redefined economic landscape. The trend toward single-person households, now at 29%, signifies a fundamental shift in the traditional nuclear household model. While the macroeconomic picture may still appear positive, these changes point to a significant remaking of the American economy, shaped by evolving consumer preferences influenced by digital transformations. McDonald's Dilemma Christopher and Eddie then discuss McDonald's recent announcement to phase out fountain drinks inside their stores by 2032, which highlights a significant shift in consumer behavior. Currently, 40% of their revenue is generated through app purchases, delivery, and drive-thru, indicating a decline in physical store visits. This trend reflects the changing preferences of Native Digitals, who prefer digital-first experiences and the conveniences they bring. As consumers become more discerning and value experiences over material possessions, businesses need to adapt to these mega trends. Eddie Yoon points out that while some trends are favorable, like digital and app-focused sales, the shift in product mix poses challenges. McDonald's heavily relies on the profitability of fountain drinks, which drive a substantial portion of their margins. However, the convenience of home beverages and changing consumer preferences may lead to a decline in the sale of large-size drinks at McDonald's,

On this episode, we have a powerful dialogue with our guest, Josh Greene about what it really takes to build your reputation online and do legendary marketing in the digital world. Josh Greene is the CEO of The Mather Group. In a world of digital marketing BS, sophomores hacks and self-congratulatory vanity metrics, Josh is the real deal. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Josh Greene on Marketing and Reputation Management The episode starts off with a discussion about marketing trends and reputation management with Josh Greene. They touch upon the impact of AI on marketing strategies and delve into reputation management techniques. Christopher highlights how individuals with negative reputations try to bury their past misdeeds in online search results. Josh explains that reputation management involves manipulating search engine rankings to push down negative content and make it less visible, while at the same time providing more positive information about you or your company. They also touch on the evolving landscape of SEO (Search Engine Optimization), with Josh emphasizing that SEO is not dead but constantly changing. He notes that traditional SEO tactics, such as keyword optimization, have evolved due to changes in Google's algorithms and the increasing importance of AI-driven queries. Josh Greene on what is the Internet thinking about you They also discuss the topic of the evolving landscape of SEO and the impact of AI, particularly in large language models like ChatGPT and Bard. As mentioned earlier, Josh highlights how SEO has evolved beyond optimizing for Google to also include considerations for AI-driven queries. He then emphasizes the importance of managing one's online reputation in this context. On the topic of AI, Christopher shares his experience with ChatGPT, mentioning how it produced relevant results related to category design, which led him to ponder the connection between AI training data, the internet's content, and these AI models' abilities to provide meaningful information. He also mentions that experts in various fields, including category design, are actively teaching AI models to enhance their understanding and capabilities. Josh Green on how to stand out from the crowd They then discuss how to stand out in the digital landscape, particularly in the context of AI and SEO. Josh explains that AI models like those used by Google rely on credible sources, with Wikipedia and Google's patent tool being primary sources. He emphasizes that credibility, links, and signals play a significant role in determining the relevance of content for AI models. Much like in SEO, authoritative content with strong signals will have a more substantial impact. Christopher adds that AI is evolving similarly to SEO and mentions that some individuals are already trying to exploit AI for personal gain by selling courses on how to manipulate AI models. He highlights the importance of providing valuable content to help people rather than merely trying to stay ahead of trends or exploit emerging technologies. They both agree that the key to success in the digital age, whether in AI or SEO, is delivering valuable content and expertise to genuinely assist others rather than chasing quick fixes or trends promoted by self-proclaimed gurus. They also note that having a real impact requires substance and credibility, not just buzzwords. To hear more from Josh Greene and on how you can build your online reputation, download and listen to this episode. Bio Josh Greene Links Connect with Josh Greene! The Mather Group | LinkedIn We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Learn about Barbie's successful marketing approach which included a huge investment in both production and marketing. Find out how their strategy resulted in $1B in revenue. Also, discover missed opportunities for Barbie to leverage their marketing efforts.

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss Elon Musk’s recent move to rebrand Twitter to X. They also speculate why Elon made such a move, and what he could have done from a category design perspective. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Twitter to X Elon Musk's choice to rename Twitter as X has left people puzzled, questioning why he would give up a well-known brand and introduce a new one. Katrina follows up that the others think the move might be aimed at entering a different category, possibly related to financing. She wonders whether it would have been wiser to create a new company instead of rebranding Twitter. Eddie Yoon discusses the debate surrounding the cost of rebranding and the value of legacy brand identity. He highlights that classic economic theory suggests ignoring sunk costs, which are expenses from the past, and instead focusing on future opportunities. Eddie mentions that while some argue against rebranding due to the value of Twitter's legacy brand, most consumers prioritize what a brand can offer them in the future rather than its past reputation. He suggests that rebranding can make sense when a company wants to enter new categories and emphasizes the importance of looking towards future opportunities rather than dwelling on the past. In Musk’s case, he’s not banking on the legacy of the brand itself, but the established userbase that Twitter has, who have a high potential of also buying in to what new category Twitter, now X, might become. Elon Musk’s Mistake with the rebrand While Christopher Lochhead agrees with Eddie Yoon’s points, he also believes that Elon Musk made a mistake by rebranding Twitter without clearly unveiling his vision for the new category of service he wants to create. He argues that a rebrand should be part of a strategic launch of a new category and not just a standalone action. The value of a brand lies in its perceived leadership in a relevant category, and in this case, the microblogging category may not be as impactful as before. Although Elon Musk's approach might not align with the ideal category design strategy, his reputation and influence will likely still garner attention when he eventually presents his big vision for the new category. But it definitely will lose some steam because the rebrand has become open to interpretation, rather than being focused on the intended category creation. X as a financial category The three further discuss the possibility of X creating a new currency or incorporating cryptocurrencies into its platform. Eddie mentions that X is already experiencing a shift in money flow, with revenue coming from both advertisers and users. They also speculate that Elon Musk might have plans to introduce financial services or a new token (X token) on Twitter/X, incentivizing creators and potentially offering various payment options, including cryptocurrency. They compare this potential move to American Airlines' frequent flyer program, which essentially created a currency in the form of loyalty points. While they acknowledge they don't have insider information, they highlight that Musk's background with PayPal and his desire to make X a vital part of everyone's life might lead to interesting developments. To hear more about the discussion on what Elon plans to do with X, download and listen to this episode. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche