In this week’s episode
Robert ponders finding meaning in the absurdities of our lives. On the news front, we debate whether Google’s new ad-blocking plan is a heaven-sent digital experience or a play that’s hell-bent on keeping the company’s monopoly in place? We also discuss the craft brewing industry’s fury over Anheuser-Busch’s purchase of an indie community forum. Our rants and raves include authenticity and licensing revenue; then we close the show with an example of the week from McKinsey Quarterly.
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- (00:01): An advertising blast from the past: “Nothing else is Silly Putty”
- (01:00): Robert muses on this week’s theme: Finding meaning among the absurdities of life
- (05:50): Welcome to Episode 187: Recorded live on June 11, 2017 (Running time: 59:53)
- (09:07): A bonus offer from our episode sponsor, VideoBlocks: VideoBlocks is an affordable, subscription-based stock media site that gives you unlimited access to premium stock footage. Its sister site, AudioBlocks, has a 100,000+ library of music tracks, sound effects, and loops to complement your videos.VideoBlocks has one of the fastest-growing, largest stock video libraries, with over 3 million videos, After Effects templates, and motion backgrounds. This includes its contributor marketplace that gives 100% of the commission back to the artists and passes the savings on to you! This month, VideoBlocks is launching its latest collection: Creator to Creator. With more than 1,000 artistic and creative lifestyle clips to choose from, VideoBlocks is featuring videos and music from creators just like you for your next project. And don’t forget: Downloads are yours forever, even after your trial ends, and are 100% royalty free.
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The PNR perspective on notable news and trends
- (11:00): Here’s what’s really going on with Google’s new ad blocker. (Source: The Intercept)
- (22:49): Anheuser-Busch’s content investment in RateBeer raises the ire of independent industry insiders. (Sources: BizJournals; BostInno)
Rants and raves
- (38:10): Robert’s rave No. 1: Marketing strategist Jack Trout wrote one of the most important business books in the last 50 years, in which he coined the phrase “brand positioning.” His work has meant a lot to Robert over the years, so upon Trout’s recent passing, we reflect on his insightful wisdom on this subject. (Source: AdAge)
- (41:35): Robert’s rave No. 2: Tying into the concept of branding, Robert also heaps high praise on a recent Content Marketing Institute blog post, written by Jonathan Crossfield, which speaks to the essential nature of authenticity. (Source: Content Marketing Institute)
- (44:06): Joe’s rave: If you are a fan of storytelling and creative design, the Cincinnati Science Museum’s new Star Wars costume exhibit is a must-see. But it’s the illustrated history of action-figure innovator Kenner’s role in merchandising the franchise that I found to be truly out of this world.
This Old Marketing example of the week
(51:40): McKinsey has long been renowned as a global leader when it comes to helping top executives stay at the cutting edge of business and economic trends. Upon a recent exploration of the company, Robert discovered that it has been producing its landmark publication, McKinsey Quarterly, since 1964. Featuring articles written by a pool of top management consultants, as well as other notable marketing experts, McKinsey Quarterly had earned a reputation as being somewhat elitist and esoteric; however, Robert has found that, over the last several years, the company is coming down from its ivory tower to provide more practical, pragmatic insights and advice, making it a This Old Marketing example that content marketers at any level can benefit from.
For a full list of PNR archives, go to the main This Old Marketing page.
Cover image by Joseph Kalinowski/Content Marketing Institute