Scratch: CMO Interviews
79 episodes - English - Latest episode: 10 days ago - ★★★★★ - 16 ratingsWhy do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?
Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.
Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.
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Episodes
CMO of USA Pickleball on marketing the fastest-growing sport in a $65Bn category
April 17, 2024 12:45 - 45 minutes - 41.6 MBJose Moreno, the CMO of USA Pickleball, joins us in this episode to share USA Pickeball’s journey from a small governing body (with just 4-5 employees a few years ago), to now leading the charge as the fastest-growing sport in America. How did they do this? - By building a strong sense of community around the sport. Jose emphasized the importance of constant listening and adapting to authentically 'build credibility' with their player base, instead of simply dictating from the top down. The...
Cracking the $45Bn Sports Nutrition Market with the CMO of Podium
April 03, 2024 13:00 - 51 minutes - 46.7 MBDylan Jones, the CMO of Podium Nutrition joins us in this episode to share the story of Podium - from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. The key? Focusing on lifestyle and entertaining content to build authenticity over traditional product marketing. Dylan talks about the importance of understanding the core "pain points" of a niche audience a...
Blending Brand & Performance in DTC with Bryant Garvin of Ozlo Sleep, Purple Mattress
March 20, 2024 14:00 - 52 minutes - 47.7 MBIn this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan offers a fresh perspective on the age-old debate between brand building and performance marketing. He introduces ‘performance branding’ - an approach that focuses on building brand awareness through emotionally resonant & entertaining content, while strictly measuring & optimizing for performance metrics. This simple strategy has been key 🔑to the success of brands like Ozlo, and Purple, where ...
How to Use AI to Disrupt the $50Bn Perfume Category with Noteworthy Scents
March 06, 2024 17:18 - 43 minutes - 39.6 MBIn this insightful episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category. Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements. In the episode, Ashley discusses the importance of creating products that not only meet a tangible need but ...
How Who Gives A Crap Disrupted The $31bn Toilet Paper Industry
February 21, 2024 12:00 - 45 minutes - 41.5 MBIn this episode of Scratch, the Chief Brand Officer of Who Gives A Crap 🧻, Ronalee Zarate-Bayani, joins us to share how they've turned their unique brand identity and commitment to purpose into their superpower. You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. In thi...
Fuelling the Future: Unleashing the New Age of NASCAR Fandom
February 07, 2024 14:00 - 46 minutes - 42.8 MBNASCAR, a titan in the sports industry, is known for its rich history and thrilling races. Peter shares insights into how NASCAR continues to innovate and remain relevant in a rapidly evolving entertainment landscape. 🚗💨🎙️In this episode of Scratch, the CMO of NASCAR, Peter Jung joins us to dive deep into the world of sports marketing, brand evolution, and the key initiatives propelling NASCAR into the future. 🏁🌟 He discusses the importance of category disruption, the impact of viral market...
Calendly’s CMO - Marketing a $3 Billion SAAS product like a Pro
January 24, 2024 16:00 - 45 minutes - 41.4 MB🎙️In this episode of Scratch, the CMO of Calendly, Jessica Gilmartin joins us to discuss the evolution of their brand and their approach to building total customer-centricity.🌟📊 We’ve all used Calendly at some point in our work lives. For the uninitiated, Calendly is known worldwide for revolutionising the way we schedule meetings. It is more than just a tool—it's a comprehensive solution shaping the future of business interactions. In our discussion, Jessica tells us how Calendly continues ...
David vs Goliath - DuckDuckGo’s Marketing Strategies to Take on Google
January 10, 2024 15:03 - 47 minutes - 43.5 MB🎙️In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from CPG to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger brand,...
The 10 Biggest Marketing Lessons From 100+ Leading CMOs | Scratch by Rival
December 13, 2023 14:00 - 2 hours - 139 MBAs marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve? In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It’s a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire indus...
1BN Views and Counting: WorldChaseTag’s Marketing Playbook for Disrupting the Sports World
December 06, 2023 16:00 - 37 minutes - 34.4 MBIn this episode, Johnny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level. 🌍📈The stakes of the sport are extremely high, with viewership over 1 Billion in 34 countries with 3.6M followers. 📺🌎 For those of you who don't know what World Chase Tag (WCT) is, it's the same 'Tag' you played as a kid, but on a whole n...
Building One of the Fastest-Growing Challenger Brands in Personal Care with HereWeFlo
November 22, 2023 16:00 - 39 minutes - 35.9 MBIn this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness. Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights h...
How Gymbox Delivers Massive Campaigns With Minimal Budgets
November 08, 2023 16:00 - 43 minutes - 39.4 MBIn this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from. With 20 years under their belt, Gymbox has built a reputation for experience-led classes and irreverent, cheeky marketi...
How Yonder Is Building a Challenger Credit Card to Crush AMEX
October 25, 2023 15:00 - 49 minutes - 45.1 MBWelcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits. Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think &...
How Beavertown’s Creative Marketing Disrupted the Beer Market in the UK
October 11, 2023 15:00 - 47 minutes - 43.9 MBWelcome to another episode of Scratch. In this episode, Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been r...
How Inclusive Marketing is Driving HiBob’s $2.5B Valuation in HR tech
October 04, 2023 15:00 - 43 minutes - 39.9 MBWelcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry. Together, Sarah & Eric explore the intersection of diversity and marketing strategies. Sarah places a strong emphasis on the...
Google's Ad Scam & What it Means for Marketers | Scratch Special with Dr. Augustine Fou
September 20, 2023 13:10 - 47 minutes - 43.5 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Jenna Cummings, and she’s joined by Dr. Augustine Fou. In today’s special episode of Scratch, Jenna is joined by Dr.Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital marketing for nearly 3 decades assisting government, regulatory bodies, and corporations in how to p...
How to View Branding as a Science with Martin Lindstrom
September 06, 2023 15:00 - 50 minutes - 46.5 MBWelcome to another exciting episode of Scratch, where we had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense." But that's not all; Martin's influence extends far beyond the pages of his books. As the founder and chairman of Lindstrom Company, he leads a pioneering branding and culture tr...
How Delightful Customer Experiences Powered Bloom & Wild to 20M Deliveries
July 28, 2023 12:56 - 44 minutes - 40.7 MBIn the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley. She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand. As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and customer desires; a responsibility she carries with utmost dedication whilst pairing commercial sav...
Formula E’s CMO on Building the Most Exciting Challenger Brand in Sports
July 13, 2023 15:00 - 49 minutes - 45.2 MBWelcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent. Together, they explore the dynamic interplay between high performance and sustainability, emphasizing its significance in establishing a strong brand identi...
How to Launch One Of The Biggest Games In The World With Matt Webster of Activision
June 28, 2023 15:00 - 39 minutes - 36.5 MBIn this episode of Scratch, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in the world, Call of Duty: Modern Warfare 2. With a career spanning over 15 years, Matthew has led global marketing at Twitch, Spotify, PlayStation, SoundCloud, and Ticketmaster, and has a wealth of experience in transforming challenger brands into industry giants. He shares his insights on underst...
How to Build Brand Buzz with the VP Head of Brand of Papa Johns, Jaclyn Ruelle
June 07, 2023 15:00 - 45 minutes - 41.6 MBWelcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers. Together, they explore the art of truly understanding your customers and consistently delivering content that sparks their curiosity. Jaclyn emphasizes the significance of strategic communica...
How To Build an Iconic Brand with CMO of PepsiCo Int’l Beverages, Mark Kirkham
May 24, 2023 15:00 - 51 minutes - 46.9 MBJoin us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham, the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globally for its diverse portfolio and commitment to societal impact. Mark shares his wealth of marketing knowledge on building a brand that goes beyond just products and stands for a purpose that resonates with its consumers. He emphasizes the importance of being relevant, differentiating your brand, a...
Marketing strategies for Scaling the largest fintech in Europe: Lessons from Bitpanda's Unicorn Journey
May 10, 2023 15:00 - 42 minutes - 39 MBJoin Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a metoeric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda’s marketing strategies that focus on trust, consistency, differentiation, and cultural relevance. Magdalena emphasizes the importance of having a product that speaks for itself and encourages word-of-mouth ...
Reinventing the $50B Radio Industry for the Digital Age with Richard Stern, CEO of Tunein
April 12, 2023 15:00 - 46 minutes - 42.7 MBIn this episode, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission to disrupt traditional radio broadcasting, allowing listeners to tune in to shows from anywhere in the world without being restricted by geographical limitations. With 75 million monthly active users, TuneIn has become one of the most widely used streaming audio platforms globally. Richard high...
How To Grow Sustainably in High-Growth Categories
March 22, 2023 16:00 - 42 minutes - 38.5 MBIn this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transitioning people's buying habits from brick-and-mortar to online commerce, and learn why business acumen and data visualization have become essential skills for marketers in this rapidly evolving landscape. Diego shares invaluable insights on the importance of quality and customer experience, as we...
How Marketing Can Make a Difference with Sophie Collins CMO of MPB
March 15, 2023 16:00 - 33 minutes - 30.7 MBIn this exciting episode, we welcome Sophie Collins, an accomplished marketing leader and CMO at MPB, the world's top platform for reselling camera gear. With her extensive experience as VP of digital for DAZN and a decade-long stint as Managing Director of performance marketing for Neo @ Ogilvy, Sophie shares her insights on how marketing can drive positive change and how businesses can start with an authentic ‘purpose’. She provides valuable advice to marketers who are passionate about mak...
Replicating Lightning in a Bottle Moments and Explosive Growth with Kate McCutchen, CMO Seedrs
March 08, 2023 14:00 - 39 minutes - 36.5 MBIn this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can invest in the best startups and VC funds, Kate is leading the charge with their marketing. Drawing on over 15 years of experience at Apple, Samsung, Amazon Fresh, Square and Away, she has a wealth of insight and experience in what it takes to grow a business in a new market and capture lightning in a ...
How To Build The Fastest Growing E-Commerce Business In North America With Gil Efrati, CMO Of Resident
March 01, 2023 14:00 - 40 minutes - 37.5 MBIn this week's episode, we are joined by Gil Efrati, CMO of Resident. Resident was, at one point, the fastest growing e-commerce brand in North America, and in this episode, Gil explains exactly how you get to that size and scale. Gil has an incredible perspective on the role of data and why being “data-led” is really not a buzz word for Resident but an executable strategy. Hear about how Resident leverages data in their creative campaigns and how brands can differentiate themselves in t...
Community is the Future of Marketing with Mark Schaefer
February 22, 2023 16:20 - 46 minutes - 42.8 MBIn this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing consultant, keynote speaker, podcaster, and university educator. He is the author of 10 books and he joins us today to discuss his latest book, “Belonging To The Brand; Why Community Is The Last Great Marketing Strategy”. In the episode we uncover the 3 mega-trends are that providing the “perfect storm” for community based marketing to win, how to build a sustainable community, and the ...
How to Win in the New “Experience” Era with Adobe's Executive Creative Director, Adam Morgan
February 08, 2023 14:26 - 42 minutes - 38.7 MBAdam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode we discuss what mindset you need to succeed in the "experience" era, why the next-gen CEO will be a creative, and why he's pushing to have more creative people making business-critical decisions. Aside from leading Adobe's creative efforts, Adam is the author of ‘Sorry Spock, Emotions Drive Business: Proving the ...
Adapting Your Mindset When Moving from Incumbent to Challenger with Kelly Starman, CMO PartsSource
February 01, 2023 17:30 - 38 minutes - 34.9 MBIn this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marketing executive with two decades of driving growth and leading high-performing teams at GE, Athena Health and Phillips. As a result she has a wealth of knowledge on what it takes to be a successful marketer in organisations of different sizes, and how to balance speed and process effectively. It ...
How to Make an Impact by Being Scrappy with Delbert Ty of Coffee Meets Bagel
January 25, 2023 14:00 - 43 minutes - 39.7 MBIn this week’s episode, Eric talks with Delbert Ty, CMO of Coffee Meets Bagel, a challenger online dating app. Delbert came up through the ranks at Procter & Gamble, working on some of the biggest brands in the world for one of the biggest marketing organizations in the world. It’s fascinating to hear how he, as a disruptor and innovator, was able to navigate the organization and do some really exciting work. He also shares how he was able to turn a new telco brand in Singapore into an overn...
Baking Virality with NYC's Most Famous Bakery
January 18, 2023 14:00 - 44 minutes - 40.7 MBIn this week’s episode, Eric speaks with Eddie Revis, CMO of Magnolia Bakery in NYC. Eddie is “on a mission to show the world that marketing doesn’t have to suck” and he is certainly doing that at Magnolia! He and the team have been launching some amazing campaigns that have been getting mainstream attention and going viral in the US. How does he do it? It’s all about plugging the brand into culture and never stopping at just a good idea, but always pushing towards a great idea. Connect wit...
How Mint Mobile Drives Business Innovation Through Marketing with CMO Aron North
January 11, 2023 14:00 - 52 minutes - 48.2 MBIn today's episode we have Mint Mobile's CMO, Aron North, join us to discuss everything from how Mint started as a "side hustle" within the business, how they are using marketing to drive true product innovation, and how creative Ryan Reynold's is as a part owner in Mint. Links to anything mentioned in the show: https://www.linkedin.com/company/mint-mobile-llc/videos/native/urn:li:ugcPost:6943242261367308288/ https://www.mintmobile.com/ https://www.linkedin.com/in/aronnorth/ Find Rival...
How To Be An Adaptable Brand In Ever Changing Environments With Margo Kahnrose of Skai
January 04, 2023 14:00 - 45 minutes - 41.7 MBIn this week’s episode, Jenna sits down with Margo Kahnrose, CMO of Skai. They discuss what it's like to grow a brand and own a place in the market when consumer's have unlimited choices and how you can keep your brand relevant in this ever changing world. They also cover how the rebrand from Kenshoo to Skai was conceived and why it was necessary along with the changes that all companies in AdTech and Marketing Tech are facing. Smart link: https://link.chtbl.com/scratch Connect with Jenn...
Crocs Are(n't) Cool, The Top 3 Challenger Themes for 2022 - Scratch Special
December 14, 2022 14:00 - 33 minutes - 30.6 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. In today's episode, we record at our first live event (Zag Out) and wrap up the top Challenger themes of the year and what the key takeaways are for your brand. It was an incredible conversation in front of a live audience and we debated everything from if Crocs are cool or not to if we should be investing in Pickleball... tune in for a special Scra...
How to Build a Unicorn with Richard Davies of Allica Bank
December 07, 2022 14:00 - 42 minutes - 38.5 MBIn this week’s episode, Eric talks with Richard Davies, CEO of Allica Bank and ex CEO of Revolut and OakNorth. Richard has helped build three unicorn challengers in the fintech space (the third being as a non-exec for World Remit), but he’s also spent time at big incumbent banks. He has a unique perspective on not only what it takes to build a unicorn, but also what the biggest differences are between how incumbents and challengers go to market and approach growth. Eric and Richard also dig ...
How to Institutionalise Innovation with Maja Neable of BMO
November 30, 2022 13:00 - 36 minutes - 33.8 MBIn this week’s episode, Eric talks to Maja Neable, Senior Vice President, Chief Marketing Officer Banking & Chief Data & Analytics Officer at BMO Financial Group about let’s say… one of the more innovative marketing campaigns we’ve seen recently! In spring 2022 BMO decided to tap in to the gaming community by creating a discord to help educate and advice this community on personal finance matters. There is a lot of insight into how you create an innovative environment for your team, and ho...
How Digital Banks Can Cross Over to the Physical World With Coenraad Jonker, Co-Founder and CEO, Tyme Bank
November 23, 2022 14:15 - 55 minutes - 50.5 MBWelcome to another episode of Scratch! In this week's episode Eric Fulwiler is joined by Coenraad Jonker, Co Founder & CEO of Tyme Bank, the leading challenger bank in South Africa with 6 million customers. Tyme has just expanded in the Philippines to help 52.1 million unbanked citizens. At Singapore Fintech Festival, our conversation covered the origin of Tyme, how they built a successful challenger product and brand and how they plan to become a true rival brand. This is a fascinating ...
How to Get Marketing a Bigger Seat at the Table with Allison MacLeod CMO of Flywire
November 16, 2022 15:00 - 58 minutes - 53.9 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and cap...
How to develop the non-marketing skills needed to be a CMO with Mosala Phillips of Old Mutual Limited
November 09, 2022 15:10 - 31 minutes - 29.1 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and cap...
How to grow a business at the right cost, not all costs with Rand Fishkin of SparkToro
November 02, 2022 13:00 - 42 minutes - 38.8 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected] , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and ...
How to market the future with Rob Miller of HyperloopTT
October 19, 2022 15:00 - 39 minutes - 36.7 MBScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected] , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and ...
How to create purpose-driven branding with David Aaker of Prophet
October 05, 2022 13:00 - 42 minutes - 38.8 MBGrab your free e-book here! In this week's episode, DuBose talks to David Aaker, Vice Chairman at Prophet. David is a legend in this field, and he shares his knowledge on creating a strong brand purpose for your company, no matter what you offer. Can all brands have a social purpose? Does work across different sectors and where do you even start looking for what fits your brand? To find out more and to connect with David Aaker, follow the links below: LinkedIn: https://www.linkedin.com/in...
How to Adapt to Constant Change with Sam Dulka of Dubai Economy & Tourism
September 21, 2022 13:00 - 36 minutes - 33.1 MBIn this week’s episode, Eric talks to Sam Dulka, Associate Vice President of Global Business Marketing at Dubai Economy and Tourism. Tune in for a really interesting conversation about how Dubai has established itself as a challenger brand in the last few years and how you have to find channels of meaningful influence with the audience you are trying to reach. The team at Dubai tourism think of Dubai as a product, relating it back to Apple but with different features. There are some really g...
How to Build a Customer-Centric Marketing Strategy with John Sheldon of SmileDirectClub
September 07, 2022 13:00 - 42 minutes - 38.9 MBIn this week’s episode, Eric talks to John Sheldon, CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Leader, a customer data 'truffle pig', and someone who’s focused on creating irrational brand love.” Love it. There’s a TON of great advice and insight in this episode on what it takes to not just build a successful challenger brand, but also build a successful challenger marketing team. Hint: it a...
How to Own a Point of Differentiation in a Crowded Market with Grant Johnson of Emburse
August 10, 2022 13:00 - 43 minutes - 39.6 MBLearn more about how to stand out and why every contact matter by listening to this week's conversation with Grant Johnson of Emburse. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival....
How to Launch a Challenger Brand with Fiona Parfrey of Riley
July 26, 2022 23:00 - 41 minutes - 38.2 MBRiley is a sustainable menstrual product company that operates on a subscription model, whereby individuals manage mensutral health needs, coupled with a strong B2B model, whereby companies stock period products in employee toilets. This break from the traditional in-store purchase model requires a change of culture and a destigmatisation of women’s issues and women’s health - and Riley is up for the challenge. Learn more at https://weareriley.com Scratch is a production of Rival, a marke...
How “Share of Heart” Leads to Share of Market with Deniz Güven of Platform XIT
July 13, 2022 13:00 - 42 minutes - 39.2 MBReach out to Deniz on LinkedIn and learn more about Platform XIT here. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected] we’d love to hear from you. Scratch is a producti...
How to Build a Brand to Disrupt an Industry with David Brear of 11:FS
June 29, 2022 13:00 - 46 minutes - 85.9 MBThis week, Eric talks to David, a giant in the fintech industry, about disruption, why 11:FS produces a huge amount of content and why you should, too. Reach out to David on LinkedIn. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and...