Jeff Beer, Fast Company: The Best a Brand Can Be?

Subscribe to the Outside In podcast:

Trend chasing does not make for great advertising. It’s not a business model, either. As Jeff Beer, staff editor at Fast Company sees it, advertising is everything a brand does — from creative execution to the CEO’s political donations. Recorded on location at the 2019 NRF Retail’s Big Show conference, Beer talks about what he’s learned from a career spent reporting on brand advertising and creativity, and what to look out for in the year ahead.

Listen to this episode to learn:

  • Purpose is as unique in a company as it is in humans; with examples from Salesforce, Unilever, Toms, and Patagonia
  • The customer value of utility versus purpose; and the business impact of scale versus intensity
  • Does Gillette’s toxic masculinity ad embody the best and worst of modern advertising?
  • Why Scott Galloway’s prediction of “woke” as a business strategy will dominate in 2019
  • Examples of great work from brands (they all use a mix of creativity, distribution, storytelling, and outside-in thinking)
You may be interested in:

The Lifestyle Experience

The Lifestyle Experience Thirty years ago, the brand was advertising. TV and radio commercials, billboards, print ads – these, along with word-of-mouth, were just about the only interactions customers had with a brand before they bought its products,...

Tina Sharkey, Brandless CEO: It’s Gotta Have Soul

Tina Sharkey, Brandless CEO: It’s Gotta Have Soul Subscribe to the Outside In podcast: Tina Sharkey is an entrepreneurial force. Since the days of the dial-up modem, she has been building communities, companies, and brands “with soul.” Today, she’s...

What Retailers Need to Know to Own Customer Experience in the Apparel Industry

What Retailers Need to Know to Own Customer Experience in the Apparel Industry

by Robert Howie (C Space)
Apparel Magazine

Although the market has proven uncertain for several brands, retailers can survive these difficult times. For the apparel market to succeed in delivering better experiences for customers, it needs to go back to basics.

Jeff Beer, Fast Company: The Best a Brand Can Be?

Jeff Beer, Fast Company: The Best a Brand Can Be? Subscribe to the Outside In podcast: Trend chasing does not make for great advertising. It’s not a business model, either. As Jeff Beer, staff editor at Fast Company sees it, advertising is everything a...

Customer experience metrics must be adaptable

Customer experience metrics must be adaptable

by Sarah Ramirez
Luxury Daily

As more luxury brands are getting up to speed with ecommerce, companies also need to adapt how they value and measure customer experience.