Didn't See It Coming by Marc Stoiber
87 episodes - English - Latest episode: over 4 years ago - ★★★★★ - 1 ratingExplore brands that learned from the past and are looking to the future, to succeed today.
Homepage Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
Do sustainability and real estate marketing mix?
August 29, 2019 14:55 - 18 minutes - 25.8 MBSpirit Bay is a whole new kettle of fish when it comes to real estate marketing. The village, on the southern coast of Vancouver Island in Canada, was developed based on traditional principles of community design: Building light on the land, with homes following the contours of topography – instead of blasting the entire site level, Designing narrow roads with plenty of twists – ensuring slow driving and more walking, Building hundred-year-homes with materials that outlast (by far) those...
Solar lighting: unleashing the brand
August 03, 2019 00:50 - 26 minutes - 36.1 MBSolar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty. Winning hearts and minds over to solar may be a big challenge. But the reward for breaking down the misperceptions will be huge. Justin Taverna, co-founder of First Light Technologies, is determined to make First Light that breakthrough brand. I’ve known Justin and his First Light co-founder Sean Bourquin a...
How to build a top tech city brand
August 01, 2019 01:30 - 37 minutes - 51.9 MBQuick, name two top tech cities. San Francisco, and, ummm... Exactly. Being a top tech city and being known as a top tech city are two quite different things. I challenge that the difference all comes down to brand. Here in Victoria BC, my hometown, we're blessed with an exploding tech industry. Even better, we have an amazing tech city brand. At least part of that is due to the hard work and creativity of people like Dan Gunn, CEO of VIATEC. I recently had the opportunity to sit down w...
The rise and fall of podcasting?
July 18, 2019 21:54 - 30 minutes - 42.3 MBTo me, podcasting is a passion - I simply love bringing guests on who have an interesting perspective on brands, marketing and communication, and I love sharing their ideas with my audience. If someone gives me business because they enjoy my podcast, that's icing on the cake. Nice, but not necessary. So it was very interesting to me to read this story in the New York Times about 'Peak Podcast' - a state where monetization and get-rich-quick podcasting schemes seem to be ruining the industry...
The Calgary Stampede brand: evolve or die?
July 17, 2019 00:38 - 21 minutes - 29.7 MBThe Calgary Stampede - the greatest outdoor show on earth - just wrapped up. This year, the show was marred by the tragic deaths of 6 horses in the chuckwagon races, sparking outrage among fans and activists alike. Is it time for the Calgary Stampede to evolve its brand? Or can it weather the storm? I went on the air with CFAX's Mark Brennae to talk about the Stampede's brand, and what elements of a brand need to evolve in order to keep it vibrant, current and prosperous. Enjoy! If you e...
Pushing past your comfort zone: my University of Adversity interview
July 05, 2019 18:00 - 58 minutes - 80.8 MBMy journey through the world of marketing has had its fair share of ups, downs, goods, bads and uglies. So when University of Adversity podcast host Lance Essihos dialled me up to relate my stories to his audience, I happily obliged. Our little chat covered a lot of ground. From getting my start as a writer in a country where English wasn't the primary language, to the ad factories of New York, to learning how not to run my own agency, to my current role as brand consultant, we went throug...
Can you eliminate gender stereotyping from advertising?
June 19, 2019 18:56 - 16 minutes - 22.3 MBOn Friday June 21st, the UK enacts a regulation barring gender stereotyping from advertising. It's a noble initiative but, I believe, a futile one. Advertising, to paraphrase Malcolm McLaren, is all about sex. Sex sells. And with sex come stereotypes of gender that are hard, if not difficult to shake without dire implications for the bottom line. Yes, I believe things will improve. They've already dramatically improved. But legislation will not eliminate stereotypes. In this interview w...
Drake, the Raptors, and the EU election: What's the brand connection?
May 28, 2019 00:19 - 22 minutes - 31.1 MBThere's never a shortage of great marketing and brand-related stories. But we really hit the jackpot the last little while. So I went on the air with Mark Brennae of CFAX to talk about it. First, what's up with Drake? Is he the new Toronto Raptors mascot, or a genius marketer? If you haven't been paying attention, the rapper is front and centre at Raptors games, and his visibility has gone through the roof during the playoffs. How much exposure is too much? Which brand benefits, and which b...
What's in the coffee? The unlikely rise of McDonald's brand brew.
May 13, 2019 22:08 - 15 minutes - 21.7 MBThe other day, I was strolling through Costco, and saw McDonald's coffee pods on sale. I was amazed - not so long ago, I was working on the McDonald's account as a creative director and writer, and the coffee was our Achilles' Heel. How did they do it? I mean, people were now not only ordering java at McCafes, they were buying the stuff to take home. To answer this question (and gaze into the McDonald's crystal ball) I sat down for a chat with my friend - and former McDonald's marketer -...
Tiger Woods, Donald Trump, and Boeing. A big day for brands.
April 16, 2019 00:02 - 20 minutes - 27.9 MBToday was a big one. First, Tiger Woods made sporting history with one of the greatest comebacks of all time. What implications were there for Nike, the brand that has stuck by Tiger through thick and thin - and what does this say about the role of brands in teaching us integrity? By the way, it's estimated Nike made $22,540,000 with Tiger's win. Meditate on that a moment. In a VERY unrelated story, Donald Trump tweeted advice to Boeing, makers of the beleaguered 737 Max aircraft. Accor...
University-gate: a tale of rich people, and the depths they'll plumb for status brands
March 19, 2019 23:42 - 20 minutes - 27.5 MBA few days ago, the hallowed halls of elite colleges like Yale, Stanford and USC were blown apart with news that wealthy parents had paid college entry 'consultant' Rick Singer upwards of $25 million to short circuit the admissions process for their children. Buying entry into great schools is nothing new: the most famous example is Jarred Kushner, whose parents paid millions to have their scion attend the school. What's new here is that Singer told the parents they could do the scam for...
The Carolina Hurricanes, Justin Trudeau, and the art of the pirate brand
February 19, 2019 22:56 - 17 minutes - 24.7 MBThis past week, hockey commentator and icon Don Cherry took the NHL's Carolina Hurricanes to task, calling them a 'bunch of jerks' for celebrating their wins post-game with silly pantomimes. The Hurricanes, far from being cowed by Cherry's curmudgeonly comment, printed 'Bunch of Jerks' shirts and embraced the moniker as part of their brand. This is classic pirate brand (or outlaw brand) behaviour: taking the status quo and turning it on its head. Often, the pirate brand isn't intentional...
Gillette, branded commentary and the razor's edge of public opinion.
January 22, 2019 17:57 - 21 minutes - 29.5 MBA short time ago, Gillette waded into the social commentary sphere, releasing a long format ad counselling men to 'Be Better' and stand up to issues like bullying. The ad prompted an outcry, with negative comments outweighing good. It has since been dissected by prominent journals including The Guardian and Forbes, to name just two. Is it a razor manufacturer's job to tell men how to behave? Should brands stick to selling instead of taking a stand? Where are the guidelines for taking the...
From Co-working to Club 2.0: Creating the Future of Work
November 30, 2018 20:52 - 32 minutes - 45.1 MBTessa McLoughlin has a gift for creating incredible community and creativity in the workspaces she designs. Now, the founder of Club Kwench is taking it to the next level. She's creating the next wave of workspaces, with her Culture Club concept space. Sitting down with Tessa, I got big insights on the recipe to successful co-working (hint: it's more than open areas, hot desks and a kitchen); why co-working spaces at leading tech companies often fall flat, despite looking brilliant from th...
Ivanka, Facebook, and Brand Betrayal
November 27, 2018 01:18 - 17 minutes - 24.2 MBToday was a busy day in the news. ExxonMobil was in hot water again - this time for creative accounting that conned investors; migrants were turned away from the US border with tear gas; Facebook was called to the carpet in the UK as part of the ongoing data selling fiasco; a judge ruled that the lawsuit against the Trump Foundation could proceed; and the Ivanka Trump email scandal ratcheted up a notch, with two Republican Senators demanding an investigation. Soooooooo, what did all this h...
A tale of two underwear brands
November 20, 2018 00:55 - 19 minutes - 26.4 MBToday in the NY Times, Third Love CEO Heidi Zak posted a full page ad bemoaning the regressive thinking of Victoria's Secret CMO Ed Razek. The ad seemed to encapsulate the plight of so many brands that were having trouble adapting in today's rapidly morphing marketplace. Long story short - it seemed like a great reason to go on the air with CFAX's Mark Brennae and unpack the laundry, so to speak. Enjoy! If you like this interview, make sure to get my insights straight to your inbox by ...
Halloween, Fear, and Brand Thinking
November 01, 2018 22:06 - 29 minutes - 40.8 MBI love pulling together tangents that don't obviously belong together. That's why, in honour of Halloween (yesterday) I did a bit of research into the correlation between fear and brand thinking. Crazy? Actually, I was surprised by how MUCH correlation there was. If you want the whole story, check out this interview. I spent an hour on the air with CFAX's Mark Brennae, going through everything from the Marquis de Sade and the 1755 Lisbon Earthquake to why people reach for a Coke in a sla...
The fall of Sears (a brand story)
October 16, 2018 00:29 - 17 minutes - 23.9 MBToday, Sears filed for Chapter 11. It's the end of a powerful story in retail, innovation, and brand building. It's also a story about the evolution of brands, and how brands lose their way. To talk about the demise of Sears, creative destruction, and the brand heir to the Sears throne, I went on the air with CFAX's Mark Brennae. Enjoy the conversation! If you like this interview, make sure to get my insights straight to your inbox by subscribing. And don't forget to download my ne...
How to build a brand that actually sells stuff
October 03, 2018 18:23 - 41 minutes - 56.3 MBThe gap between marketing and sales is toxic and timeless. Here's the old trope. Marketing folks determine what the message is (too often guided by asinine insights from focus groups), then throw it over the fence to the sales folks. Sales folks grumble that marketing is disconnected from consumers, while marketing grumbles that sales doesn't 'honour' the brand. Stop the insanity. In this episode, I chat with Dominick Cappuccilli, founder of The Clean Sell, about bridging the gap and ...
Everything you wanted to know about positioning, but were afraid to ask.
October 01, 2018 23:52 - 17 minutes - 24.5 MBThere are some brand issues that never lose relevance, never go out of fashion, never get 'fixed'. Positioning is at the top of the heap. No matter how shiny your technology, or how brilliant your analytics, lack of proper positioning can still sewer your brand. In the spirit of public service (and good natured fun) I went on the air with Mark Brennae at CFAX to talk about positioning, and how everyone - butcher, baker, candlestick maker - can build a better business with it. If you like...
Nike, Kaepernick, and the power of a bold brand
September 10, 2018 02:53 - 18 minutes - 24.9 MBLast week, Nike launched a monumental ad campaign featuring Colin Kaepernick. With the rallying cry Believe in something, even if it means sacrificing everything the campaign took a bold political stance and - I would argue - threw down the gauntlet at the Tweeter in Chief, Donald Trump. It worked. After an initial dip on the stock market, Nike sales are up 31%. But this begs the question: should a shoe company court political controversy to sell sneakers? I went on the air with CFAX'...
Getting Back to Brand Basics
August 07, 2018 20:37 - 29 minutes - 40.9 MBDidn't See It Coming usually digs into brands that are breaking new ground. But are there basics that brands really need to stick to? I brought aboard entrepreneur, futurist and brand consultant Jim Bottomley to chat about brand fundamentals - and much more. Check out this fast-paced free-for-all chat for some invaluable nuggets on what brand basics you need to protect to succeed. If you like this interview, make sure to get my insights straight to your inbox by subscribing. And don't ...
Putin And The Brand of Authoritarian Strongmen
July 18, 2018 01:08 - 16 minutes - 22.2 MBThis week, politics took a turn for the surreal as US President Trump kowtowed before Russian President Putin in Helsinki. What is the allure of Putin? And why are we witnessing the proliferation of authoritarian leaders around the world? Looking behind the headlines, I saw unmistakable corollations between politicians like Putin, and powerful brands. Drawing this comparison enabled me to explain our irrational attraction to people who exude control and powerful decisiveness, even when w...
Cancelling Roseanne: Are companies adopting the brand of human decency?
May 30, 2018 01:55 - 16 minutes - 22.7 MBToday, Roseanne Barr had her show cancelled by ABC because of her Twitter tirade (smearing, among others, Valerie Jarrett, Chelsea Clinton, the Muslim Brotherhood and George Soros). Is ABC simply running away from the disaster? Or is human decency, and its implications for a decent company culture, dictating a new responsibility for corporations that want to succeed? In this interview with CFAX's Mark Brennae, I dissect what could be a very good shift in the brand of the 'good company'. ...
Brand Building in a Gig Economy World
May 24, 2018 06:46 - 36 minutes - 49.8 MBThe big ad agencies are falling like dinosaurs, replaced by small, hungry gig economy 'mammals'. But how does a small gig economy worker build a brand when the economy for their services is all about bidding wars and aggregation on curator sites like Upwork and 99 Designs? Nathan Hirsch is the 28 year old CEO and Founder of FreeeUp, a rapidly rising player in the online talent business. And he definitely has an opinion on how the new generation of freelancer can build an authentic brand t...
The trick to creating infographics that work
May 10, 2018 05:06 - 31 minutes - 43.6 MBInfographics are the simplification antidote to the data firehose. But anyone who has tried to construct an infographic quickly learns it isn't the graphics that make the difference. It's the art of reduction, organization, and discipline. So where do you start? With my interview with Venngage's Midori Nediger. If you like this interview, make sure to get my insights straight to your inbox by subscribing. And don't forget to download my new, free e-book Stop Busting Your Brand!
What happens when iconic founders leave the brand?
April 02, 2018 00:00 - 18 minutes - 25.1 MBOne of my all-time favorite shoe designers, John Fluevog, is rumoured to be leaving the company he founded and built over the past 40 years. When ANY founder leaves, it can be bumpy for the brand. But when that someone is Fluevog, whose design ethos defined the company, the brand can be in for a VERY rough ride in uncharted waters. So how does a brand survive the departure (or death) of an iconic founder? I thought it would make for a great conversation. So I went on the air and chatted ...
The curious case of the creative person
February 28, 2018 05:07 - 38 minutes - 52.9 MBI've known Heidi Ehlers for many years. She started as an advertising copywriter, became a recruiter for creative talent and (after a few more career iterations) has found an in-demand calling as the career coach for the creative class. What fascinates me about Heidi (and provides rich material for our regular catch-up calls) is the psychology of creative professionals. They preach bold innovation, but often find it hard to embrace uncertainties and risk. They talk brand brand brand, but h...
The branding of marijuana
February 20, 2018 01:13 - 17 minutes - 24.5 MBI just finished my second stint consulting for a marijuana company. As luck would have it, this coincided with my regular slot chatting with Mark Brennae of CFAX radio. So Mark and I had a great conversation on the dilemmas - and opportunities - in store for marijuana companies trying to set themselves apart, and lock in loyal consumers. If you enjoy this podcast, make sure you subscribe to my newsletter to get my Insights straight to your inbox.
The SpeechDIY Files: Creating a Breakthrough Course
January 04, 2018 21:30 - 20 minutes - 28 MBA few weeks ago, I had the good fortune to cross paths with ConveYour co-founder Isaac Tolpin. Isaac and his partner had invented a solution to a very big, frustrating pain point for me - how to create a better online course? A course that people actually cared about, and would finish? (Remember, even Ivy League online courses have a drop out rate of about 90%!) Isaac and I did a podcast together. I was so taken by the conversation that I dropped my current online course platform, and start...
Online education: killer brand building tool.
December 18, 2017 06:25 - 32 minutes - 44.7 MBI have a confession to make. For the better part of a year, I've been struggling to translate my brand knowledge into meaningful online education. I know, I know, I've helped other people create great online learning brands (my latest project - Family Sparks). I have my courses structured and scripted - BrandDIY, SpeechDIY, PitchDIY and CEOBrandDIY are all ready to roll. But somehow, something's been standing in my way. I suspect it's the dreaded fear of being boring. We've all suffered t...
Damion Lupo, and the Antidote to the Accumulation Nation
December 12, 2017 23:33 - 31 minutes - 43 MBDidn't See It Coming usually explores brands that learn from the past, look to the future, and profit because of it today. But every once in a while, you meet someone who has such a terrific story, you have to bend the rules a bit. Not that Damion Lupo doesn't have an awesome personal brand. It's just that, well, in his case, defining him as a brand seems to miss the point. Damion has learned from an often tumultuous life how to let definitions like 'brand' fall away as he seeks to help p...
How to truly stand out as a solopreneur
December 03, 2017 20:54 - 28 minutes - 39.3 MBI recently had the opportunity to speak to a group of solopreneurs and small businesspeople on the importance of standing out from the competition. More important, I took them through a simple process for discovering their Unique Selling Proposition, and making that the foundation of their brand. I had my recorder with me, which means I can share the learnings with you. Enjoy! And please, if you enjoy this show, please sign up for my podcast on iTunes, so you never miss an episode.
Has Christmas always been hypermarketed?
November 27, 2017 00:54 - 16 minutes - 22.4 MBNot long ago, my wife pointed out that the Christmas shopping season was now not only infringing on Thanksgiving - but even Halloween! What next? Would we be doing our Christmas shopping in July? Is this hypermarketing of Christmas a new phenomenon, or a tradition? I went on the air with CFAX's Mark Brennae to chat about some Christmas marketing that has been with us a surprisingly long time. Enjoy!
How to create simple social
November 11, 2017 19:11 - 22 minutes - 30.7 MBI recently had the opportunity to deliver a keynote at Social Media Camp. Instead of just talking about social, though, I decided to take it a step further - I partnered with a local company and helped them create a social media campaign, which I then described in the talk. Make sure to check out the company I partnered with - The Beam Restaurant. You'll be able to see our work firsthand! And if you're curious about the TEDx talk I reference in the speech - Mark Shapiro's Birthday Experi...
Crafting a Killer Presentation: The Documentary...
November 01, 2017 23:55 - 10 minutes - 14.3 MBA short while ago, I had the opportunity to coach a group of CEO's who wanted to craft TED-calibre speeches. Even better, we got to host our two day workshop at a wonderful fishing resort on the rugged coast of BC. Listen in as I describe the full experience, from nervous preparation to proud presentations!
How to lizardproof your brand
September 29, 2017 17:22 - 35 minutes - 48.8 MBFor most marketers, cutting through the noise with their brand message is a big concern. But even if your message gets to its audience, there's no guarantee they'll absorb it. This speech, delivered September 28th 2017 to a group of financial managers, describes how our 'lizard brain' blocks seemingly valuable messages. More important, it illustrates how to create messaging that is 'lizardproof'. Hope you enjoy the talk as much as the audience did.
How to avoid a publicity stunt disaster
September 22, 2017 01:03 - 18 minutes - 24.9 MBRecently, two Victoria BC groups tried to garner publicity with stunts - and failed miserably. The first, Fresh Coast Eatery, took to Instagram with a photo that was derided as fat shaming, in order to promote its healthy cuisine. The second, a stunt promoting a local comedy show, subjected white males to ticket prices double those of non-white males and females - allegedly to put the spotlight on white male privilege. What might they have done differently? I got on the air with CFAX's Mar...
The eclipse, superstition, and marketing.
August 28, 2017 03:58 - 17 minutes - 23.8 MBOn August 21st, the world witnessed a stunning solar eclipse. Also on August 21st, I was scheduled to chat marketing on the air with CFAX's Mark Brennae. It only seemed natural to connect the two. But what exactly is the connection between eclipses and marketing? Turns out, there are more than you might imagine. We humans crave stability and control over our environments. In ancient times, eclipses (along with earthquakes and other natural disasters) robbed us of that control. We turned t...
Want to build a more powerful brand? Just ask.
July 27, 2017 22:46 - 29 minutes - 40.7 MBI'm a firm believer in the power of USP's, or Unique Selling Propositions. USP's are, simply put, the intersection of what you think your brand does best, and what consumers believe it does best. But how do you ask consumers what they see in your brand? And more important, how do you ask them if your brand's special sauce appeals to them? In this episode, I dig into some of the tried and true methods I use to get the great insights. I also bring aboard Neil Belenkie for additional pers...
The implosion of media. Who saw it coming?
May 15, 2017 06:37 - 46 minutes - 63.4 MBIan Gill is the author of No News Is Bad News, an experienced journalist, and catalyst for boundary-breaking media. According to Gill, legacy media have completely missed the boat when it comes to public discourse. Instead of dwelling on new technology and hedge-fund backed expansion as a panacea, Gill believes we need to rethink the role of storytelling, engagement, and crafting 'public service journalism' as the antidote to clickbait and fake news. Check out our lively conversation on...
Why Pepsi's Kendall Jenner ad failed
April 10, 2017 04:55 - 19 minutes - 26.9 MBPepsi recently pulled an ad featuring Kendall Jenner that took a superficial, flaky view of a very sensitive topic: protests for social justice. The ad created an incredible firestorm on social media, and prompted ad pundits to wonder what the soda company had been drinking when they approved the spot. I went on the air with Mark Brennae of CFAX radio to chat about what Pepsi had done wrong. And more importantly, what the rest of us can do to avoid making the same mistake. It was a lively...
Brexit, Trump and the downside of complexity
April 06, 2017 16:48 - 36 minutes - 49.9 MBWe are living in a time where expertise and nuance are frowned upon. Britain voted with a simple Yes / No referendum to abandon membership in the EU, a partnership that had a multidimensional, complex impact on the lives of ordinary citizens - an impact that is just now coming to light. By the same token, Donald Trump has demonstrated his willingness to show experts the door, bringing in inexperienced 'fresh' talent. The effect, if you look at his government's legislative record, has been ...
Tim Horton's: a cautionary tale of bean counters and brands.
March 29, 2017 00:39 - 18 minutes - 25.7 MBA recent Globe and Mail story described the 'brutal' transformation of beloved Canadian restaurant brand Tim Horton's. The cause of the messy shift? Budget cuts by Tim's new owners - Brazilian holding company 3G Capital and Restaurant Brands International (RBI). I was invited by Mark Brennae of CFAX radio to chat about this disruption. It was a lively conversation!
Tools for an uncertain age: in conversation with Todd Sivers
February 07, 2017 20:57 - 46 minutes - 63.4 MBTodd Sivers is an experienced personal coach with a unique system for helping people unlock their potential. To him, the tension we're seeing between our regressive politics and our unprecedented technological leaps is simply part of a global growing pains. In this conversation, we chat about everything from the oversaturation of self-help, our insatiable desire to think change without creating change, and our vast untapped human potential. An entertaining chat, with an abundance of learnin...
Trump the candidate, Trump the president, and the brand gap.
January 30, 2017 01:02 - 33 minutes - 46.1 MBThere's no arguing Donald Trump the candidate had a distinct brand. But now that he's president, that brand needs to shift. Can he cross the gap? CFAX 1070's Mark Brennae invited me to talk about which elements of the Trump brand should remain consistent, which need to be retooled, and what will happen if he can't make the transition.
McDonald's peanut scandal: is this a Didn't See It Coming moment?
January 20, 2017 05:32 - 17 minutes - 23.7 MBToday, we woke up with the news that McDonald's had decided to launch a new McFlurry with loose nuts - instead of the standard pre-packaged nuts. In a heartbeat, social media lit up as parents of children with peanut allergies decried the move as traitorous. Was this a Didn't See It Coming moment? Did McDonald's know what it was doing? Why did the food giant turn its back on so many of its core consumers? CFAX 1070 Radio asked me to weigh in on the move. Here's the interview.
Finding the profit that's in plain sight.
January 19, 2017 06:04 - 36 minutes - 49.5 MBAnne Graham is an expert in something that should be obvious, but isn't - finding profit that's sitting right in front of you. Her insights are both brilliant and brilliantly simple - for example, focus like a laser on bringing value to your existing clients, instead of perpetually chasing new customers to fill the bucket. Why can't we make our lives easy and more profitable. This entertaining conversation reveals how human nature often is our greatest stumbling block.
How to bring integrity back to marketing? Just ask consumers.
January 04, 2017 15:43 - 34 minutes - 47.8 MBThere is no stronger marketing than consumer reviews and word of mouth. Sadly, where there's an opportunity, there's an opportunity to scam the system. Enter fake reviews, rigged search results and skewed price recommendations. Mark How and Shopswell are turning the tables on these lamentable practices, and bringing the integrity back to review marketing. In this conversation, Mark and I explore the essence of the Shopswell idea, how consumers are incentivized to tell the truth, and why it ...
Don't let your brand ruin Christmas
December 21, 2016 01:10 - 18 minutes - 25 MBFor most of us, Christmas can be a tad stressful. And companies that assault us with terrible ads, grating songs and depersonalized cards only make things worse. In the spirit of the season, I went on the air with Mark Brennae of CFAX 1070 and created a Santa's list of wishes for brands that want to brighten, not dampen, the mood of their audience at Christmas.