Marketing with Wharton's Hip Hop Prof

Mark Schaefer is a globally-recognized keynote speaker, educator, business consultant, and author. His blog {grow} is hailed as one of the top marketing blogs in the world. Mark has worked in global sales, PR, and marketing positions for more than 30 years and provides consulting services as Executive Director of Schaefer Marketing Solutions. He also serves as the Chief Operating Officer of B Squared Media, an agency providing outsourced social media services and online customer care.In this episode Mark talks about the 'common thread' and what the theme is that drives you and makes you come alive. Americus as a Brand Identity Theorist, who has had to cultivate his own brand, talks about the notion of understanding your why, and how the commitment your craft helps you uncover and cultivate your passions.Mark then goes on to discuss his book, Marketing Rebellion and how by doing some research for his clients he was able to uncover some research that demonstrated how two thirds of our marketing is happening without us, where nowadays the customer is the marketer. A shared meaning and shared values goes a very long way in marketing over what's popular or on trend.

Simon Mainwaring is the founder and CEO of We First, a strategic consultancy that accelerates growth and impact for purpose-driven brands. He is a member of the Advisory Council of Conscious Capitalism LA, the Advisory Board of Sustainable Brands, The Forbes Business Council, and a Fellow of the Royal Society of Arts in London.In this episode Simon sits down with Barbara and Americus to discuss how in the year 2020 amongst the Coronavirus pandemic, issues with climate change, and the Black Lives Matter movement, that not only are brands having to make the decision of whether or not they want to lead with their purpose message outright, but also in what order. Younger generations such as Millenials and Gen Z's are acutely aware of the issues we face today and how these challenges could impact our future. As a result folks in these demographics want to buy from companies that align with their values and are building a better future.One example Simon uses of a company staying true to their own unique and authentic purpose is Airbnb and how their main message is to create a world where anyone can belong. This has led to them giving free accommodations to Syrian refugees and bush fire victims in Australia. And once COVID came along the company was in a position where along with their hosts, they could offer accommodations all over the world to people who had been displaced, and healthcare practitioners who were temporarily re-located to help aid on the front lines.

MeetMe is an online dating app that helps you find new nearby people who share similar interests. What sets MeetMe apart from other dating apps out there is the ability to easily video chat, direct message, and live stream with your matches. MeetMe has been especially popular due to the Coronavirus and limitations on in person and social interactions. Being able to go on a virtual date from your home, not only allows you to stay safe and reduce exposure risk, but it also adds another layer of interaction that you wouldn't get from a photo or bio alone.Catherine Cook is co-founder of The Meet Group (NASDAQ: MEET), a portfolio of mobile social entertainment apps designed to meet the universal need for human connection. Their primary apps include, MeetMe®, LOVOO®, Skout®, Tagged®, and Growlr® entertain millions of mobile daily active users, generating untold numbers of casual chats, friendships, dates, and marriages.At their foundation, The Meet Group knows that every aspect of human life is enhanced by meeting great new people – whether as a casual, fun encounter, a lasting romance, or any of the infinite ways people choose to come together.

Amanda Goetz, VP of Marketing at The Knot Worldwide discusses how the platform is the #1 online resource for planning a wedding from start to finish. From planning tools, vendors, invitations, wedding websites, rings and dresses, creating a gift registry, and more all at your fingertips.Amanda talks about the opportunities to still create memorable experiences for couples looking to get married amongst the Coronavirus pandemic and how they've had to shift their value proposition both for their vendors and the couples they serve. Such as normalizing wearing masks and using hand sanitizer, to standing during the ceremony.In addition, now more than ever amongst COVID, relationship support has been a key component for The Knot. Planning for a marriage, and not just a wedding is the underlying theme for all of their services to make sure couples have the tools they need for a lasting partnership. There is also no one size fits all wedding and The Knot wants to advocate for all couples and how they can incorporate their individual identities and style preferences.

Stacy Wood, Senior Director and Marketing Strategy at The Ohio State University, talks with Americus about technology developments in healthcare and the medical industry. Stacy discusses the opposing outlook between Baby Boomers and Millennials when it comes to many of the advancements that we see within healthcare today. With privacy being a huge issue, Baby Boomers tend to have a big brother mentality that tends to turn them off from programs and devices that can track and customize things for them. However, Millennials are so used to the rapid technical advancements having grown up in the digital era, that having certain aspects of their healthcare be automated and/or made easier is widely accepted.Stacy also talks about the big and recent "do it yourself' trend and how with the advancement of 3D printing, people are able to print dentures, casts, and even personalized/individualized prosthetics.In closing, Stacy touches on how in this new world of medicine, and with the application of technology, that we are loosing the personalized doctor to patient relationship. Often times when you visit a provider he/she is looking at a screen and as a result may miss some visual cues that indicate certain health issues. The lack of eye contact can also make for a very impersonal experience where a patient doesn't feel valued, heard, and of importance. How can we combat this, by utilizing these technologies in the best way possible but still providing a personalized experience?

In this episode, Barbara and Americus virtually sit down with Jessica Wohl who is a reporter and writer for Ad Age that covers food companies and restaurants, to discuss recent branding changes we've been seeing with brands like Aunt Jemima and Land O' Lakes to remove racial stereotypes.Many of our grocery staples, such as rice, butter, and pancake mix have brands that have been around for nearly a century or more. Uncle Ben's rice was first marketed in 1943. Aunt Jemima breakfast foods were first advertised in 1889. Mrs. Butterworth's syrup was introduced in 1961. And while these brands have changed their product offering throughout the years, their brand imagery remains the same.As more of us are at home and in our kitchens cooking more due to the Coronavirus, consumers are paying more attention to what they are buying and this includes brand packaging. In addition, with social media campaigns and change.org petitions, the public is able to talk more directly to these brands and the pressure to respond accordingly has greatly increased. Another change we've seen throughout the years is that the internal make-up of these organizations has shifted as there are more people of color in positions of power. Having a more diverse group at the table, especially in marketing, creates the opportunity to cater to a wider audience of consumers.

Tiffany Tsu is currently the advertising and marketing reporter for The New York Times. She holds an MBA and journalism master's degree from Columbia University. She was previously an award-winning California economy reporter at the Los Angeles Times, covering wages, jobs, investment, incentives, trade and more in the Golden State.In this episode, Tiffany sits down with Americus and Barbara, to discuss how in the past the vast majority of brands stayed neutral on political, racial, and other relevant issues as to not detour any existing and potential customers. However, with the recent Black Lives Matter movement we have seen a huge shift as brands position themselves to clearly support and advocate themselves to align with the movement.Talking about what your customers are talking about has prompted brands to take a strong stance on these issues and consumers are paying attention. Americus talks about this pivotal time, and amplified watershed moment where we don't know how consumerism and buying behaviors may change once the Coronavirus pandemic is over. And brands now have this deeper sense of urgency to truly connect with their customers in terms of what they stand for and what is truly important to them.

Kelly Goldsmith is a behavioral scientist who examines consumers’ responses to uncertainty and scarcity, uncovering and explaining seemingly paradoxical effects. She works to demonstrate that resource scarcity can increase consumers’ interest in sustainable products, because scarcity presents a constraint to goal achievement, which can trigger abstract thinking. Kelly is an Associate Professor of Marketing at Vanderbilt University.In this episode she discusses with Americus and Barbara the notion of depletion as we try to sustain major lifestyle changes throughout this pandemic. The idea that when you take consumers and give them any reason or justification to not exert self control and do the hard thing, boom! they latch onto it. The Coronavirus has disrupted our lives in just about every way possible and when so much is uprooted and no longer in our control, we seek to regain that control in any way possible. The panic buying that has resulted from the strong perception of scarcity, the impulse buying to compensate for that scarcity, and the compensatory behaviors we're all experiencing as we try to navigate this new normal.

Mark Gainey is the Chairman and co-founder of Strava which came into conception 13 years ago when he and his business partner Michael Horvath were on a collage rowing team. However, when they graduated, the team aspect, the speed of core, the camaraderie, and the competition were poof! gone. As early as 1995 Mark and Michael had a business plan to create that team atmosphere and experience, but on a global scale.Strava is a passionate and committed team unified by their mission to build the most engaged community of athletes around the world. Their balanced approach of consistently searching for new ways to inspire athletes and make fitness fun, as well as the inclusivity of a team environment that elevates each and every member has allowed them to revolutionize the industry. And they're only getting started. As the Coronavirus continues to change the landscape of the fitness industry more and more people are working out from home or in the great outdoors.What sets Strava apart from the other fitness apps in the industry, is that instead of downloading a piece of technology, you are joining a community and a network of like-minded folks that help hold you accountable and build long term goals. In addition, Strava is able to integrate just about every other app and device that a person might utilize as a part of their fitness journey. The impactful level of interaction is limitless and as more folks share their experience with friends and family the community continues to cultivate and grow.