The Work of Marketing (w/ Nathan Allebach & Lura Forcum)

Oliver talks marketing with Steak-Umm social media mastermind Nathan Allebach and Clemson University marketing professor Lura Forcum. They discuss brands behaving like humans, humans behaving like brands, and the risks and rewards of co-opting "Weird Twitter" aesthetics to sell products.

Suggested listening

Nathan's first appearance on What's Left? https://www.patreon.com/posts/steak-umm-bless-43073199

Suggested reading

Know Your Meme interview with Nathan Allebach (https://knowyourmeme.com/editorials/interviews/nathan-allebach-behind-the-legendary-steak-umm-twitter-reveals-how-the-brand-immersed-itself-in-internet-culture-and-avoided-becoming-how-do-you-do-fellow-kids)

PBR's offensive tweet about ass eating (https://www.adweek.com/agencies/pabst-blue-ribbon-deletes-tweets-about-eating-ass-saying-they-were-in-poor-judgment/)

How Arby's made peace with Nihilist Arby's (https://www.businessinsider.com/how-arbys-made-peace-with-nihilist-arbys-2017-7)

Allebach, "A critical breakdown of brand humanization on social media," https://nathanallebach.medium.com/good-and-bad-ways-to-criticize-brands-being-human-on-social-media-cf61665fe7ca

"It's time brands started acting more like people," https://www.forbes.com/sites/onmarketing/2012/07/03/its-time-brands-started-acting-more-like-people/?sh=7e0dde6f7246 (from 2012!)

Outro music: Reverend Horton Heat, "Steak," https://www.youtube.com/watch?v=wQynViAF6Ds