On Brand with Nick Westergaard

“The most important part of any brand is the team.” Matt Barnett would know. A serial entrepreneur, Matt’s latest venture is Bonjoro, a B2B asynchronous video platform helping organizations connect with their customers. We discussed all of this and more on this week’s episode of the On Brand podcast.

About Matt Barnett

A British designer & Artist, Matt Barnett moved to Australia where Bonjoro was born from a sales hack for his first business. Matt and the team decided to go all-in on the idea, and 3 years later Bonjoro has snowballed into a startup success story with a fully remote team across 6 countries and 5 continents.

Matt’s love of building great products is only surpassed by his total commitment to building great business culture, and his goal is to be the next Zappos, to be the most-loved brand in the world.”

Episode Highlights

How to build your startup brand as a team? We talked a lot about the intersection of brand origins and team origins and how often, these two intersect. Matt says that you need to hire the right team first, noting that “brand happens later.”

“You have to build super fans internalizing and externally.” Matt focused his advice on two critical groups of people—your employees and your customers. How do you do that ...?

Let’s talk bears. Look at any of Bonjoro’s touchpoints and you’ll see that their brand personification is an adorable teddy bear. This bear branding makes its way throughout the organization, from the koala bears they sponsor as a company to the bear onesies every employee gets, including the self-proclaimed “Papa Bear” himself.

What should you do in the next five minutes? As Tom Peters said on this podcast, excellence is the best short-term strategy. We asked Matt what you should do in the five minutes after this show ... “Asynchronous personalized video messages.” Matt noted that he may be biassed on this front (that’s what Bonjoro does!) but he also reinforced this with the impact you can have with clients by recording a simple 30-second video.

What brand has made Matt smile recently? Inspired by other engaging brands, Matt pointed to “Hey,” the new email platform built by the folks from Basecamp, for the brand’s combination of fun and simplicity.

To learn more, connect with the “Papa Bear” himself on LinkedIn and go to the Bonjoro website to learn more about Matt’s company.

As We Wrap ...

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

• Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS.
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• OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.

Until next week, I’ll see you on the Internet!

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“When new technology comes out, we use it in the old ways that we know. With the internet, it was free publication. So we made websites. We didn’t see this as a way of connecting better.” Better connections—meeting someone at their moment of need—is what context is all about. That’s the focus of Mathew Sweezey’s new book, The Context Marketing Revolution. We discussed this along with his work at Salesforce this week on the On Brand podcast.

About Mathew Sweezey

Mathew Sweezey is Director of Market Strategy for Salesforce. A researcher, thinker, award-winning marketer, and writer, he is the author of Marketing Automation for Dummies and the new book The Context Marketing Revolution. When not behind a podium at conferences around the world or sifting through data, he routinely works with the world’s largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell.

Episode Highlights

What are the key traits in high-performing marketing organizations? In studying the future of marketing at Salesforce, Mathew has spent a lot of time on this very question. The answer? “High-performing marketing organizations have full executive buy-in on a new idea.” What are the new ideas? “That marketing is no longer about the most creative messaging.” Buy in on that alone would create a very different marketing organization.

What’s the difference between content marketing and context marketing? While content marketing is all about publishing, “Context marketing is all about helping someone achieve the goal of the moment.”

What does context consist of? In his book, Mathew shares the five elements of context and why it’s critical for businesses to focus on them to be successful.

• Available—helping people achieve the value they seek in the moment
• Permissioned—giving individuals what they’ve asked for, on their terms
• Personal—going beyond how personal the experience is, to how personally it can be delivered
• Authentic—combining voice, empathy, and channel congruence simultaneously
• Purposeful—creating a deeper connection to the brand beyond the product

“Context can be applied anywhere throughout the customer journey.” Mathew shared how the Trailhead community at Salesforce is an important example of context marketing as it’s about advancing better business outcomes and educating users on the platform.

What brand has made Mathew smile recently? Mathew went with his local climbing gym, Coastal Climbing, for the precautions they’re taking as a result of COVID-19.

To learn more, connect with Mathew on LinkedIn and Twitter and check out his new book The Context Marketing Revolution.

As We Wrap ...

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

• Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS.
• Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and su...

Paulo Ribeiro is the founder of Two Things, a transformative agency for active lifestyle brands. With clients like The North Face, Timberland, and more, Paulo's expertise in brand advertising and global brand strategy has shaped industry leaders like Nike and Electronic Arts. We discussed all of this and more this week on the On Brand podcast.

About Paulo Ribiero

Paulo Ribeiro is the founder of Two Things, a brand transformation agency that focuses on the active lifestyle category. Two Things serves clients such as The North Face, Timberland, Visit Sun Valley, Mad Hippie, Converse, and Arc'teryx.

Paulo began his career in brand advertising first in NYC and then in SF at Hal Riney+Partners, the first creatively led agency, during the dot com boom. At Wieden + Kennedy, he was head of global brand strategy for Nike and Electronic Arts through the era of digital transformation. He led the evolution of innovation agency Redscout to better serve Silicon Valley, working with Reid Hoffman on LinkedIn's positioning and expanding Gatorade's portfolio from beverages to food and digital products.

Paulo was the Managing Director of one of the first Venture Studios-West SF, which was founded by Jack Dorsey to accelerate the growth of many of the world's most disruptive startups. His portfolio included Venmo, Jawbone, Twitter, Braintree, Square, Tumblr, and many others. More recently he led the creation of the Wieden + Kennedy Lodge the innovation agency, within the W+K Network, working with Nike's secretive Innovation Kitchen, Samsung, and Verizon as clients. The fruits of that labor contributed significantly to W+K earning Global Agency of the Year two years in a row.

Paulo’s work has been discussed in the New York Times, Fast Company, The Wall Street Journal, Ad Age, Adweek, Techcrunch, Monocle, The Guardian, Communication Arts, LA Times, Business Insider, and many other publications.

Episode Highlights

What is a lifestyle brand? Paulo and his team define it as, “any brand that encourages an active lifestyle” including both athletics and travel.

What are the Two Things? The name of Paulo's agency comes from “the art of combining two unrelated things in an interesting way” to stand out in the crowded, distracted world we find ourselves in.

The role of tension. Paulo and I spent a lot of our conversation talking about tension. Tension between the advertising industry and the Silicon Valley innovation mindset. Tension between scale and experimentation. This tension can play an important role in standing out today.

What brand has made Paulo smile recently? First, Paulo threw it back to the EA and Nike collaboration, Dot Swoosh, that he referenced earlier. He then shared the amazing activation the Barbie team did with Ken and the Dream House. “Actions speak louder than words.”

To learn more, check out the agency's website at TwoThings.co.

As We Wrap ...

• Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
• Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
• Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
• On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

Learn more about your ad...

Matt Johnson is the Founder and Chief Strategy Officer at award-winning creative shop HAYMAKER. Throughout his career, Matt has helped build iconic brand such as adidas, The Truth Initiative, Powerade, King's Hawaiian, 23andMe, MillerCoors, ESPN, Instagram, and Microsoft. We discussed all of this and more this week on the On Brand podcast.

About Matt Johnson

Throughout his career, Matt Johnson has helped build iconic brands for big names like adidas, The Truth Initiative, Powerade, King's Hawaiian, 23andMe, MillerCoors, ESPN, Instagram, and Microsoft. Currently serving as Co-Founder and Chief Strategy Officer of creative agency HAYMAKER, Matt’s thought leadership and expertise have consistently helped his partners win and his strategic insight helped the agency win two Ad Age Small Agency of the Year Awards (2020, 2022), The Truth Initiative win for The Most Effective Brand in North America, and adidas to be named Ad Age’s A-List Marketer of the Year.

When Matt isn't making memorial ad campaigns like the most recent Super Bowl spot for Pluto TV, Matt also lends his voice as a voice actor for over 20 years, voicing countless commercials and starring in two critically acclaimed HBO animated series, Ten Year Old Tom and The Life and Times of Tim.

From the Show

What brand has made Matt smile recently? “I don't want to go too hard at YETI,” Matt joked while also mentioning his love of the recent smile-worthy Super Bowl work for Reece's.

Matt's no stranger to Super Bowl ads. Check out HAYMAKER's most recent work for Pluto TV from this year's big game.

Connect with Matt on LinkedIn and check out HAYMAKER's work on their website.

As We Wrap ...

• Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
• Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
• Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
• On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week’s Social Sound Bite – recorded live at the KXIC studios in Iowa City – Jay and I discussed an upcoming episode of ABC’s Modern Family shot entirely on the Apple products (iPhone, iPad, etc). While this makes for some engaging TV, there’s also a content marketing lesson baked into this story as well. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week’s show.

Beyond the Sound Bite

• Here’s the full story on Modern Family’s episode that never leaves the screen of a MacBook Pro (The Verge)
• Plus, does the Pinterest buy button mean no more affiliate links for marketers? (CNET)
• Have you downloaded our new 2015 Social Brand Trendbook yet?

Remember, the Social Sound Bite is just the appetizer! On Monday morning we’ll serve up a fresh new episode of the On Brand Podcast.

Last but not least ...

• Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS.
• Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
• OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.

Until next week, see you on the Internet!

Learn more about your ad choices. Visit megaphone.fm/adchoices