Shows
Learnings from Leaders: the P&G Alumni PodcastMarc Stoiber on Creating the Future of AI“ The future is unwritten — the more I work with AI, the more I see opportunity for more human connection - a tool to get me out of the drudge-work - to sitting down and listening to people.”Marc Stoiber is a creative director and strategist who reinvents leading brands for a living — his work has been recognized by virtually every international industry award for advertising and design. While Executive Creative Director at Grey - a leading creative agency - Marc helped P&G brand team turn around the iconic Mr. Clean brand. Marc’s writing on on brand innovati...
2025-05-041h 09
The Workaround by Bob Gilbreath PodcastCreating the Future of AI with Marc StoiberMy discussion partner this week, Marc Stoiber, is a Founder, Consultant, and Strategist who (re)invents leading brands for a living. I first got to work with Marc when he was Executive Creative Director for the Grey advertising agency. Together, our teams turned around the iconic Mr. Clean brand.Marc told me he was building a one-person strategy+creative agency…with the help of an army of AIs. That stopped me in my tracks—and I just had to get the rest of the conversation on the record.Click below to hear his stor...
2025-04-231h 06
Risikobasierter AnsatzRBA0059 Im Gespräch: Regina Stoiber - DSB Experten Club - Datenbeschützerin Regina Stoiber GmbH
An dieser Folge haben mitgewirkt:
Marc Oliver Thoma
X-Kanal von mthtraining
Marc Oliver Thoma
YouTube Kanal math-training
Website von mth-training.de
Michael Rohrlich
Website Michael Rohrlich
LinkedIn Michael Rohrlich
2024-05-2531 minRisikobasierter AnsatzRBA0041 Im Test: Dokumenten-Notfallpaket - Regina Stoiber
An dieser Folge haben mitgewirkt:
Marc Oliver Thoma
X-Kanal von mthtraining
Marc Oliver Thoma
YouTube Kanal math-training
Website von mth-training.de
Michael Rohrlich
Website Michael Rohrlich
LinkedIn Michael Rohrlich
2024-05-2500 min
The Copernican ShiftCommunities, Category Creation, and Karma, with Marc StoiberMarc Stoiber, brand expert extraordinaire, joins me for a conversation about category creation, the collective wisdom of online communities, and the karma of enlightened self interest. If you haven’t yet joined Marc’s BrandDIY Facebook group, then what are you waiting for? Seriously, just do it now: www.brandDIYgroup.com
2020-11-2318 min
Didn't See It Coming with Marc StoiberGetting your brand story right... finally!Brand storytelling is both powerful and perplexing. We all acknowledge that a good story 'sticks' better than any list of brand features or benefits... but we also know that crafting a memorable story is damn hard. What's worse, there are no easy step-by-step processes or manuals that enable you to generate a decent brand story.
Well, actually, I found one.
Park Howell is a brand strategist who specializes in dissecting, analyzing, and generating great brand stories. His podcast, The Business of Story, is one of the top business podcasts in North Amer...
2020-07-2246 minDidn't See It Coming with Marc StoiberHow to build a values based brand that lets you sleep at nightI've known Len Laycock for years. His stunning home furnishings design / retail brand Upholstery Arts was a beacon on the Vancouver scene - not least of which for its impeccable sustainability cred.
Fast forward a few years, and Len is launching another green brand. Horizontal.eco is a stunning bed that features innovation, striking design, and sustainability built in.
What's the secret to launching a values-based brand? That's what we talked about on the show, dipping into anecdotes from Len's career as Director of Marketing at IKEA, his 17-year experience building Upholstery Arts, and his new...
2020-06-1638 minDidn't See It Coming with Marc StoiberFashion, COVID, and unleashing entrepreneurial creativitySarah Darcey aspired to build a fashion styling brand. But with a great job, her aspiration never left the back burner.
COVID-19 changed all that.
For months, Sarah was confined to her apartment. The more time she spent staring at the wall and reflecting, the more she knew she had to make her dream happen.
Discouraged by advice from fashion insiders, she decided to fast-track her road to fame with a crazy challenge: to style 50 items in her apartment in 50 days, and document her adventure on video.
Today, as she nears the...
2020-06-1225 minDidn't See It Coming with Marc StoiberDelivering brand disruption, one order at a timeAs COVID and the economic meltdown grind on, we're seeing yawning market chasms emerge that are ripe for brand disruption.
One of the most glaring is the massive gap between 'big' retail and, well, all other merchants.
The poster child for big retail is Amazon. Granted, the giant has delivered an excellent product for these strange times, enabling us to do our shopping from the hunkered-down safety of our homes. But when you contrast that with the crippling effect the shutdown has had on local merchants - 35% of whom are expected to never emerge from th...
2020-05-2644 min
Sales Hero PodcastEP 21: Marketing and Sales Together at Last with Marc Stoiber, Brand StrategistHave you wondered how to get marketing and sales to play nice together? Well, Marc brought his A-game on this one and we talk about his experience working with sales from the branding side as well as his recent transition into the business development world for his own business. Some powerful ideas here you can apply to your own marketing and sales worlds. About Marc Stoiber: For over 30 years, I’ve helped everyone from global packaged goods giants to local upstarts create brands that are simple, and outperform. I started as a writer in Hong Kong, beca...
2020-05-2548 minDidn't See It Coming with Marc StoiberDoing a successful pandemic brand pivotHow do you do a successful pandemic brand pivot?
COVID has spawned a cottage industry of advice on shifting the tactics of your brand - amping up the education and free value to your followers, reaching out more often, focusing on empathy over persuasion, etc etc. But so much of it seems, well, timid and incremental. And - speaking as a focus group of one - most of it is absolute shite. If I log onto one more webinar that delivers lame advice taken from the back cover notes of a Seth Godin book, I swear I'll w...
2020-04-3035 minDidn't See It Coming with Marc StoiberIn disruptive times, you need outsider marketingOutsider marketing means getting an 'outside the jar' perspective on your company's positioning, messaging and selling. Here's why it's more important than ever.
The economy is melting down. Everywhere you look, companies are ducking for cover, going under, or struggling to stay alive.
Or are they?
Times of disruption deliver opportunities for companies agile and aware enough to seize them. Smart companies are already engaged in finding those opportunities, and retooling. Their goal is to slingshot out of the disruption stronger than ever.
Karen Hayward is a Managing Partner with Chief Outsiders, a n...
2020-04-0336 minDidn't See It Coming with Marc StoiberFrom idea to innovation to business success: the story frustrated entrepreneurs need to hearChris Meade, his brother, and his best friend were just sitting around watching ESPN when an idea for a cool game hit them.
Today, that game is on the shelves at Amazon, Wal-Mart and Home Depot, to name a few.
It's called CROSSNET, and it comes with a story that'll inspire every entrepreneur frustrated by the deluge of data and get-rich-quick advice flooding the internet and social media. Enjoy!
Liked this podcast? Here are more stories you should check out:
Turning ugly constraints into beautiful innovation
Test or trust? The idea validation deba...
2020-03-1331 minDidn't See It Coming with Marc StoiberBuild a better brand with customer discoveryAs an entrepreneur, I know how easy it is to be swept up by a new idea, ignoring lukewarm or contradictory feedback from potential customers. 'They don't get it' or 'They don't know what they want', we blithely say while charging forward.
Truth is, consumers do get ideas they like. And if your idea isn't resonating in its most rudimentary form, chances are developing it further won't solve their problems - or yours.
Customer discovery is a methodology for testing pain points, and crafting solutions to answer them. It's not a new concept, but it i...
2020-03-0627 min
Didn't See It Coming with Marc StoiberTest or trust: the idea validation debate rages onOh, the stories I could tell of pitched battles over idea validation.
I've seen the debate swing like a pendulum between test and trust through the years. In the pre-digital days - back when dinosaurs and mad men roamed the savannah - creatives like myself battled researchers over the validity of focus groups and mall intercepts. Usually, we'd be given leeway to trust our intuition on ideas... until a concept bombed. Then, like Dad busting up the keg party, researchers would be brought in to restore a bit of sober adult thinking to the proceedings.
...
2020-02-0731 minDidn't See It Coming with Marc StoiberWhat goes into a great elevator pitch?What goes into a killer elevator pitch? Turns out, many of the same things that go into a great brand.
On March 3rd, I'm going to be the lead judge at an event where participants compete with their elevator pitches. Not only will this be a fun evening, but I'm certain we'll see that we all get the same things wrong when it comes to creating a memorable pitch.
The event organizer, Pascale Hansen, had a preliminary call with me to get my thoughts on the subject for an event promotion podcast. She was kind...
2020-01-1428 minDidn't See It Coming with Marc StoiberDo sustainability and real estate marketing mix?Spirit Bay is a whole new kettle of fish when it comes to real estate marketing.
The village, on the southern coast of Vancouver Island in Canada, was developed based on traditional principles of community design:
Building light on the land, with homes following the contours of topography – instead of blasting the entire site level,
Designing narrow roads with plenty of twists – ensuring slow driving and more walking,
Building hundred-year-homes with materials that outlast (by far) those used in other new homes,
Tapping renewable heating and cooling using ocean thermal,
Working in partnership with the First Nation...
2019-08-2918 minDidn't See It Coming with Marc StoiberSolar lighting: unleashing the brandSolar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty.
Winning hearts and minds over to solar may be a big challenge. But the reward for breaking down the misperceptions will be huge.
Justin Taverna, co-founder of First Light Technologies, is determined to make First Light that breakthrough brand.
I’ve known Justin and his First Light co-founder Sean Bourquin a number of years now. I helped them streamline their brand message then, and I’m...
2019-08-0326 minDidn't See It Coming with Marc StoiberHow to build a top tech city brandQuick, name two top tech cities. San Francisco, and, ummm...
Exactly.
Being a top tech city and being known as a top tech city are two quite different things. I challenge that the difference all comes down to brand.
Here in Victoria BC, my hometown, we're blessed with an exploding tech industry. Even better, we have an amazing tech city brand. At least part of that is due to the hard work and creativity of people like Dan Gunn, CEO of VIATEC.
I recently had the opportunity to sit down with D...
2019-08-0137 minDidn't See It Coming with Marc StoiberThe rise and fall of podcasting?To me, podcasting is a passion - I simply love bringing guests on who have an interesting perspective on brands, marketing and communication, and I love sharing their ideas with my audience. If someone gives me business because they enjoy my podcast, that's icing on the cake. Nice, but not necessary.
So it was very interesting to me to read this story in the New York Times about 'Peak Podcast' - a state where monetization and get-rich-quick podcasting schemes seem to be ruining the industry. Hey, podcasting is about building my brand, but for how long?
2019-07-1830 minDidn't See It Coming with Marc StoiberThe Calgary Stampede brand: evolve or die?The Calgary Stampede - the greatest outdoor show on earth - just wrapped up. This year, the show was marred by the tragic deaths of 6 horses in the chuckwagon races, sparking outrage among fans and activists alike.
Is it time for the Calgary Stampede to evolve its brand? Or can it weather the storm? I went on the air with CFAX's Mark Brennae to talk about the Stampede's brand, and what elements of a brand need to evolve in order to keep it vibrant, current and prosperous. Enjoy!
If you enjoy this show, please share it...
2019-07-1721 minDidn't See It Coming with Marc StoiberPushing past your comfort zone: my University of Adversity interviewMy journey through the world of marketing has had its fair share of ups, downs, goods, bads and uglies.
So when University of Adversity podcast host Lance Essihos dialled me up to relate my stories to his audience, I happily obliged.
Our little chat covered a lot of ground. From getting my start as a writer in a country where English wasn't the primary language, to the ad factories of New York, to learning how not to run my own agency, to my current role as brand consultant, we went through it all - and...
2019-07-0558 minUniversity of AdversityEp. 63 Feeling Comfortable with Uncomfortability with Marc StoiberIn this episode, Lance and Marc Stoiber talk about the importance of pushing past your zone of comfort. By sustaining a certain level of discomfort in everything you do, you start to have an affinity toward innovation and unfamiliar territories. He further talks about physical needs and that the less stuff you have, the freer you are.Marc Stoiber started a career in advertising agency in Hong Kong, Germany, Vancouver, Toronto as writer and creative director. He then left the mainstream advertising to start an ad agency focused on making sustainability sexy. After five years and plenty...
2019-06-2759 minDidn't See It Coming with Marc StoiberCan you eliminate gender stereotyping from advertising?On Friday June 21st, the UK enacts a regulation barring gender stereotyping from advertising. It's a noble initiative but, I believe, a futile one.
Advertising, to paraphrase Malcolm McLaren, is all about sex. Sex sells. And with sex come stereotypes of gender that are hard, if not difficult to shake without dire implications for the bottom line.
Yes, I believe things will improve. They've already dramatically improved. But legislation will not eliminate stereotypes.
In this interview with CFAX's Mark Brennae, we explore the journey of gender stereotypes in advertising - from the abysmal 60's...
2019-06-1916 minDidn't See It Coming with Marc StoiberDrake, the Raptors, and the EU election: What's the brand connection?There's never a shortage of great marketing and brand-related stories. But we really hit the jackpot the last little while. So I went on the air with Mark Brennae of CFAX to talk about it.
First, what's up with Drake? Is he the new Toronto Raptors mascot, or a genius marketer? If you haven't been paying attention, the rapper is front and centre at Raptors games, and his visibility has gone through the roof during the playoffs. How much exposure is too much? Which brand benefits, and which brand pays? It's all in the first half of m...
2019-05-2822 minDidn't See It Coming with Marc StoiberWhat's in the coffee? The unlikely rise of McDonald's brand brew.The other day, I was strolling through Costco, and saw McDonald's coffee pods on sale. I was amazed - not so long ago, I was working on the McDonald's account as a creative director and writer, and the coffee was our Achilles' Heel.
How did they do it? I mean, people were now not only ordering java at McCafes, they were buying the stuff to take home.
To answer this question (and gaze into the McDonald's crystal ball) I sat down for a chat with my friend - and former McDonald's marketer - Brad Gamble. Br...
2019-05-1415 minDidn't See It Coming with Marc StoiberTiger Woods, Donald Trump, and Boeing. A big day for brands.Today was a big one.
First, Tiger Woods made sporting history with one of the greatest comebacks of all time. What implications were there for Nike, the brand that has stuck by Tiger through thick and thin - and what does this say about the role of brands in teaching us integrity?
By the way, it's estimated Nike made $22,540,000 with Tiger's win. Meditate on that a moment.
In a VERY unrelated story, Donald Trump tweeted advice to Boeing, makers of the beleaguered 737 Max aircraft. According to Trump's tweet, making good on the terrible de...
2019-04-1620 minDidn't See It Coming with Marc StoiberUniversity-gate: a tale of rich people, and the depths they'll plumb for status brandsA few days ago, the hallowed halls of elite colleges like Yale, Stanford and USC were blown apart with news that wealthy parents had paid college entry 'consultant' Rick Singer upwards of $25 million to short circuit the admissions process for their children.
Buying entry into great schools is nothing new: the most famous example is Jarred Kushner, whose parents paid millions to have their scion attend the school.
What's new here is that Singer told the parents they could do the scam for far less money, and he could guarantee the results.
To me...
2019-03-2020 minDidn't See It Coming with Marc StoiberThe Carolina Hurricanes, Justin Trudeau, and the art of the pirate brandThis past week, hockey commentator and icon Don Cherry took the NHL's Carolina Hurricanes to task, calling them a 'bunch of jerks' for celebrating their wins post-game with silly pantomimes. The Hurricanes, far from being cowed by Cherry's curmudgeonly comment, printed 'Bunch of Jerks' shirts and embraced the moniker as part of their brand.
This is classic pirate brand (or outlaw brand) behaviour: taking the status quo and turning it on its head.
Often, the pirate brand isn't intentional. Harley Davidson wasn't always the brand of outlaws and rebels. But the art of listening to yo...
2019-02-1917 minDidn't See It Coming with Marc StoiberGillette, branded commentary and the razor's edge of public opinion.A short time ago, Gillette waded into the social commentary sphere, releasing a long format ad counselling men to 'Be Better' and stand up to issues like bullying.
The ad prompted an outcry, with negative comments outweighing good. It has since been dissected by prominent journals including The Guardian and Forbes, to name just two.
Is it a razor manufacturer's job to tell men how to behave? Should brands stick to selling instead of taking a stand? Where are the guidelines for taking the right path?
To dissect a few of these issues, I w...
2019-01-2221 minDidn't See It Coming with Marc StoiberFrom Co-working to Club 2.0: Creating the Future of WorkTessa McLoughlin has a gift for creating incredible community and creativity in the workspaces she designs. Now, the founder of Club Kwench is taking it to the next level. She's creating the next wave of workspaces, with her Culture Club concept space.
Sitting down with Tessa, I got big insights on the recipe to successful co-working (hint: it's more than open areas, hot desks and a kitchen); why co-working spaces at leading tech companies often fall flat, despite looking brilliant from the outside; how to create cross-pollination critical to the success of small (and large) companies; and w...
2018-11-3032 minDidn't See It Coming with Marc StoiberIvanka, Facebook, and Brand BetrayalToday was a busy day in the news. ExxonMobil was in hot water again - this time for creative accounting that conned investors; migrants were turned away from the US border with tear gas; Facebook was called to the carpet in the UK as part of the ongoing data selling fiasco; a judge ruled that the lawsuit against the Trump Foundation could proceed; and the Ivanka Trump email scandal ratcheted up a notch, with two Republican Senators demanding an investigation.
Soooooooo, what did all this have to do with brands? Each story, for different reasons, reflected a p...
2018-11-2717 min
Didn't See It Coming with Marc StoiberA tale of two underwear brandsToday in the NY Times, Third Love CEO Heidi Zak posted a full page ad bemoaning the regressive thinking of Victoria's Secret CMO Ed Razek.
The ad seemed to encapsulate the plight of so many brands that were having trouble adapting in today's rapidly morphing marketplace.
Long story short - it seemed like a great reason to go on the air with CFAX's Mark Brennae and unpack the laundry, so to speak. Enjoy!
If you like this interview, make sure to get my insights straight to your inbox by subscribing.
And don't...
2018-11-2019 minDidn't See It Coming with Marc StoiberHalloween, Fear, and Brand ThinkingI love pulling together tangents that don't obviously belong together. That's why, in honour of Halloween (yesterday) I did a bit of research into the correlation between fear and brand thinking.
Crazy? Actually, I was surprised by how MUCH correlation there was.
If you want the whole story, check out this interview. I spent an hour on the air with CFAX's Mark Brennae, going through everything from the Marquis de Sade and the 1755 Lisbon Earthquake to why people reach for a Coke in a slasher movie.
Fascinating stuff! Enjoy...
If you lik...
2018-11-0129 minDidn't See It Coming with Marc StoiberThe fall of Sears (a brand story)Today, Sears filed for Chapter 11.
It's the end of a powerful story in retail, innovation, and brand building.
It's also a story about the evolution of brands, and how brands lose their way.
To talk about the demise of Sears, creative destruction, and the brand heir to the Sears throne, I went on the air with CFAX's Mark Brennae. Enjoy the conversation!
If you like this interview, make sure to get my insights straight to your inbox by subscribing.
And don't forget to download my new, free e-book Stop Busting...
2018-10-1617 minDidn't See It Coming with Marc StoiberHow to build a brand that actually sells stuffThe gap between marketing and sales is toxic and timeless.
Here's the old trope. Marketing folks determine what the message is (too often guided by asinine insights from focus groups), then throw it over the fence to the sales folks. Sales folks grumble that marketing is disconnected from consumers, while marketing grumbles that sales doesn't 'honour' the brand.
Stop the insanity.
In this episode, I chat with Dominick Cappuccilli, founder of The Clean Sell, about bridging the gap and building brands around sales drivers. Essential listening for anyone who wants to build a comp...
2018-10-0341 minDidn't See It Coming with Marc StoiberEverything you wanted to know about positioning, but were afraid to ask.There are some brand issues that never lose relevance, never go out of fashion, never get 'fixed'. Positioning is at the top of the heap. No matter how shiny your technology, or how brilliant your analytics, lack of proper positioning can still sewer your brand.
In the spirit of public service (and good natured fun) I went on the air with Mark Brennae at CFAX to talk about positioning, and how everyone - butcher, baker, candlestick maker - can build a better business with it.
If you like this interview, make sure to get my in...
2018-10-0217 minDidn't See It Coming with Marc StoiberNike, Kaepernick, and the power of a bold brandLast week, Nike launched a monumental ad campaign featuring Colin Kaepernick. With the rallying cry Believe in something, even if it means sacrificing everything the campaign took a bold political stance and - I would argue - threw down the gauntlet at the Tweeter in Chief, Donald Trump.
It worked. After an initial dip on the stock market, Nike sales are up 31%.
But this begs the question: should a shoe company court political controversy to sell sneakers?
I went on the air with CFAX's Mark Brennae to discuss why this move was 100% true to Ni...
2018-09-1018 minDidn't See It Coming with Marc StoiberGetting Back to Brand BasicsDidn't See It Coming usually digs into brands that are breaking new ground. But are there basics that brands really need to stick to?
I brought aboard entrepreneur, futurist and brand consultant Jim Bottomley to chat about brand fundamentals - and much more. Check out this fast-paced free-for-all chat for some invaluable nuggets on what brand basics you need to protect to succeed.
If you like this interview, make sure to get my insights straight to your inbox by subscribing.
And don't forget to download my new, free e-book Stop Busting Your Brand!
2018-08-0729 minDidn't See It Coming with Marc StoiberPutin And The Brand of Authoritarian StrongmenThis week, politics took a turn for the surreal as US President Trump kowtowed before Russian President Putin in Helsinki.
What is the allure of Putin? And why are we witnessing the proliferation of authoritarian leaders around the world?
Looking behind the headlines, I saw unmistakable corollations between politicians like Putin, and powerful brands. Drawing this comparison enabled me to explain our irrational attraction to people who exude control and powerful decisiveness, even when we know that these politicians - like the brands of cigarettes, junk food and alcohol - are ultimately going to harm us. ...
2018-07-1816 minDidn't See It Coming with Marc StoiberCancelling Roseanne: Are companies adopting the brand of human decency?Today, Roseanne Barr had her show cancelled by ABC because of her Twitter tirade (smearing, among others, Valerie Jarrett, Chelsea Clinton, the Muslim Brotherhood and George Soros).
Is ABC simply running away from the disaster? Or is human decency, and its implications for a decent company culture, dictating a new responsibility for corporations that want to succeed?
In this interview with CFAX's Mark Brennae, I dissect what could be a very good shift in the brand of the 'good company'.
If you like this interview, make sure to get my insights straight to you...
2018-05-3016 minDidn't See It Coming with Marc StoiberBrand Building in a Gig Economy WorldThe big ad agencies are falling like dinosaurs, replaced by small, hungry gig economy 'mammals'.
But how does a small gig economy worker build a brand when the economy for their services is all about bidding wars and aggregation on curator sites like Upwork and 99 Designs?
Nathan Hirsch is the 28 year old CEO and Founder of FreeeUp, a rapidly rising player in the online talent business. And he definitely has an opinion on how the new generation of freelancer can build an authentic brand to stand out more effectively. Hope you enjoy our lively conversation!...
2018-05-2436 minDidn't See It Coming with Marc StoiberThe trick to creating infographics that workInfographics are the simplification antidote to the data firehose.
But anyone who has tried to construct an infographic quickly learns it isn't the graphics that make the difference. It's the art of reduction, organization, and discipline.
So where do you start? With my interview with Venngage's Midori Nediger.
If you like this interview, make sure to get my insights straight to your inbox by subscribing.
And don't forget to download my new, free e-book Stop Busting Your Brand!
2018-05-1031 minDidn't See It Coming with Marc StoiberWhat happens when iconic founders leave the brand?One of my all-time favorite shoe designers, John Fluevog, is rumoured to be leaving the company he founded and built over the past 40 years.
When ANY founder leaves, it can be bumpy for the brand. But when that someone is Fluevog, whose design ethos defined the company, the brand can be in for a VERY rough ride in uncharted waters.
So how does a brand survive the departure (or death) of an iconic founder? I thought it would make for a great conversation. So I went on the air and chatted with CFAX radio's Mark Br...
2018-04-0218 minDidn't See It Coming with Marc StoiberThe curious case of the creative personI've known Heidi Ehlers for many years. She started as an advertising copywriter, became a recruiter for creative talent and (after a few more career iterations) has found an in-demand calling as the career coach for the creative class.
What fascinates me about Heidi (and provides rich material for our regular catch-up calls) is the psychology of creative professionals. They preach bold innovation, but often find it hard to embrace uncertainties and risk. They talk brand brand brand, but have a difficult time building their own brand. The contradictions are legion.
I finally decided to hit...
2018-02-2838 minDidn't See It Coming with Marc StoiberThe branding of marijuanaI just finished my second stint consulting for a marijuana company. As luck would have it, this coincided with my regular slot chatting with Mark Brennae of CFAX radio.
So Mark and I had a great conversation on the dilemmas - and opportunities - in store for marijuana companies trying to set themselves apart, and lock in loyal consumers.
If you enjoy this podcast, make sure you subscribe to my newsletter to get my Insights straight to your inbox.
2018-02-2017 minDidn't See It Coming with Marc StoiberThe SpeechDIY Files: Creating a Breakthrough CourseA few weeks ago, I had the good fortune to cross paths with ConveYour co-founder Isaac Tolpin. Isaac and his partner had invented a solution to a very big, frustrating pain point for me - how to create a better online course? A course that people actually cared about, and would finish? (Remember, even Ivy League online courses have a drop out rate of about 90%!)
Isaac and I did a podcast together. I was so taken by the conversation that I dropped my current online course platform, and started building my new SpeechDIY course on ConveYour.
F...
2018-01-0420 minDidn't See It Coming with Marc StoiberOnline education: killer brand building tool.I have a confession to make. For the better part of a year, I've been struggling to translate my brand knowledge into meaningful online education.
I know, I know, I've helped other people create great online learning brands (my latest project - Family Sparks). I have my courses structured and scripted - BrandDIY, SpeechDIY, PitchDIY and CEOBrandDIY are all ready to roll. But somehow, something's been standing in my way.
I suspect it's the dreaded fear of being boring. We've all suffered through enough boring classes to know we don't want to subject our students t...
2017-12-1832 minDidn't See It Coming with Marc StoiberDamion Lupo, and the Antidote to the Accumulation NationDidn't See It Coming usually explores brands that learn from the past, look to the future, and profit because of it today. But every once in a while, you meet someone who has such a terrific story, you have to bend the rules a bit.
Not that Damion Lupo doesn't have an awesome personal brand. It's just that, well, in his case, defining him as a brand seems to miss the point.
Damion has learned from an often tumultuous life how to let definitions like 'brand' fall away as he seeks to help people overcome t...
2017-12-1331 minDidn't See It Coming with Marc StoiberHow to truly stand out as a solopreneurI recently had the opportunity to speak to a group of solopreneurs and small businesspeople on the importance of standing out from the competition. More important, I took them through a simple process for discovering their Unique Selling Proposition, and making that the foundation of their brand.
I had my recorder with me, which means I can share the learnings with you. Enjoy!
And please, if you enjoy this show, please sign up for my podcast on iTunes, so you never miss an episode.
2017-12-0328 minDidn't See It Coming with Marc StoiberHas Christmas always been hypermarketed?Not long ago, my wife pointed out that the Christmas shopping season was now not only infringing on Thanksgiving - but even Halloween! What next? Would we be doing our Christmas shopping in July?
Is this hypermarketing of Christmas a new phenomenon, or a tradition? I went on the air with CFAX's Mark Brennae to chat about some Christmas marketing that has been with us a surprisingly long time. Enjoy!
2017-11-2716 minDidn't See It Coming with Marc StoiberHow to create simple socialI recently had the opportunity to deliver a keynote at Social Media Camp. Instead of just talking about social, though, I decided to take it a step further - I partnered with a local company and helped them create a social media campaign, which I then described in the talk.
Make sure to check out the company I partnered with - The Beam Restaurant. You'll be able to see our work firsthand!
And if you're curious about the TEDx talk I reference in the speech - Mark Shapiro's Birthday Experiment - you'll find it here.
...
2017-11-1122 minDidn't See It Coming with Marc StoiberCrafting a Killer Presentation: The Documentary...A short while ago, I had the opportunity to coach a group of CEO's who wanted to craft TED-calibre speeches. Even better, we got to host our two day workshop at a wonderful fishing resort on the rugged coast of BC. Listen in as I describe the full experience, from nervous preparation to proud presentations!
2017-11-0210 minDidn't See It Coming with Marc StoiberHow to lizardproof your brandFor most marketers, cutting through the noise with their brand message is a big concern. But even if your message gets to its audience, there's no guarantee they'll absorb it.
This speech, delivered September 28th 2017 to a group of financial managers, describes how our 'lizard brain' blocks seemingly valuable messages. More important, it illustrates how to create messaging that is 'lizardproof'.
Hope you enjoy the talk as much as the audience did.
2017-09-2935 minDidn't See It Coming with Marc StoiberHow to avoid a publicity stunt disasterRecently, two Victoria BC groups tried to garner publicity with stunts - and failed miserably. The first, Fresh Coast Eatery, took to Instagram with a photo that was derided as fat shaming, in order to promote its healthy cuisine. The second, a stunt promoting a local comedy show, subjected white males to ticket prices double those of non-white males and females - allegedly to put the spotlight on white male privilege.
What might they have done differently? I got on the air with CFAX's Mark Brennae to discuss the do's and don't's of publicity stunts.
2017-09-2218 minDidn't See It Coming with Marc StoiberThe eclipse, superstition, and marketing.On August 21st, the world witnessed a stunning solar eclipse. Also on August 21st, I was scheduled to chat marketing on the air with CFAX's Mark Brennae. It only seemed natural to connect the two.
But what exactly is the connection between eclipses and marketing? Turns out, there are more than you might imagine.
We humans crave stability and control over our environments. In ancient times, eclipses (along with earthquakes and other natural disasters) robbed us of that control. We turned to our gods to make it all right again.
Today, not much h...
2017-08-2817 minDidn't See It Coming with Marc StoiberWant to build a more powerful brand? Just ask.I'm a firm believer in the power of USP's, or Unique Selling Propositions. USP's are, simply put, the intersection of what you think your brand does best, and what consumers believe it does best.
But how do you ask consumers what they see in your brand? And more important, how do you ask them if your brand's special sauce appeals to them?
In this episode, I dig into some of the tried and true methods I use to get the great insights.
I also bring aboard Neil Belenkie for additional perspective. Neil's business is h...
2017-07-2829 minDidn't See It Coming with Marc StoiberThe implosion of media. Who saw it coming?Ian Gill is the author of No News Is Bad News, an experienced journalist, and catalyst for boundary-breaking media.
According to Gill, legacy media have completely missed the boat when it comes to public discourse. Instead of dwelling on new technology and hedge-fund backed expansion as a panacea, Gill believes we need to rethink the role of storytelling, engagement, and crafting 'public service journalism' as the antidote to clickbait and fake news.
Check out our lively conversation on issues that are more important than ever in our post-Trumpian reality.
2017-05-1546 minDidn't See It Coming with Marc StoiberWhy Pepsi's Kendall Jenner ad failedPepsi recently pulled an ad featuring Kendall Jenner that took a superficial, flaky view of a very sensitive topic: protests for social justice.
The ad created an incredible firestorm on social media, and prompted ad pundits to wonder what the soda company had been drinking when they approved the spot.
I went on the air with Mark Brennae of CFAX radio to chat about what Pepsi had done wrong. And more importantly, what the rest of us can do to avoid making the same mistake. It was a lively conversation!
2017-04-1019 minDidn't See It Coming with Marc StoiberBrexit, Trump and the downside of complexityWe are living in a time where expertise and nuance are frowned upon. Britain voted with a simple Yes / No referendum to abandon membership in the EU, a partnership that had a multidimensional, complex impact on the lives of ordinary citizens - an impact that is just now coming to light.
By the same token, Donald Trump has demonstrated his willingness to show experts the door, bringing in inexperienced 'fresh' talent. The effect, if you look at his government's legislative record, has been dismal.
How did we get here? Why are we suddenly allergic to co...
2017-04-0636 minDidn't See It Coming with Marc StoiberTim Horton's: a cautionary tale of bean counters and brands.A recent Globe and Mail story described the 'brutal' transformation of beloved Canadian restaurant brand Tim Horton's. The cause of the messy shift? Budget cuts by Tim's new owners - Brazilian holding company 3G Capital and Restaurant Brands International (RBI).
I was invited by Mark Brennae of CFAX radio to chat about this disruption. It was a lively conversation!
2017-03-2918 min
The Decision-Making Studio PodcastEp. 43: Marc Stoiber - Authenticity, Future-Proofing and Brands in the Post Mad Men Era What is your brand? If you are into marketing, media or are and entrepreneur or business owner, you are going to love this week's episode. If you aren't, I think you will still love it, perhaps even more. You might even think "brand? I don't think that way, I'm not a brand". As you will soon find out from my guest, another way of asking the same question might be "what is your purpose?" or "what is your story?". Meet brand strategist, entrepreneur and author Marc Stoiber. Marc works with clients to future-proof their brands. H...
2017-03-191h 10Didn't See It Coming with Marc StoiberTools for an uncertain age: in conversation with Todd SiversTodd Sivers is an experienced personal coach with a unique system for helping people unlock their potential. To him, the tension we're seeing between our regressive politics and our unprecedented technological leaps is simply part of a global growing pains.
In this conversation, we chat about everything from the oversaturation of self-help, our insatiable desire to think change without creating change, and our vast untapped human potential. An entertaining chat, with an abundance of learnings for anyone wondering how we as humans are going to, well, deal with it all.
2017-02-0746 minDidn't See It Coming with Marc StoiberTrump the candidate, Trump the president, and the brand gap.There's no arguing Donald Trump the candidate had a distinct brand. But now that he's president, that brand needs to shift. Can he cross the gap?
CFAX 1070's Mark Brennae invited me to talk about which elements of the Trump brand should remain consistent, which need to be retooled, and what will happen if he can't make the transition.
2017-01-3033 minDidn't See It Coming with Marc StoiberMcDonald's peanut scandal: is this a Didn't See It Coming moment?Today, we woke up with the news that McDonald's had decided to launch a new McFlurry with loose nuts - instead of the standard pre-packaged nuts. In a heartbeat, social media lit up as parents of children with peanut allergies decried the move as traitorous.
Was this a Didn't See It Coming moment? Did McDonald's know what it was doing? Why did the food giant turn its back on so many of its core consumers?
CFAX 1070 Radio asked me to weigh in on the move. Here's the interview.
2017-01-2017 minDidn't See It Coming with Marc StoiberFinding the profit that's in plain sight.Anne Graham is an expert in something that should be obvious, but isn't - finding profit that's sitting right in front of you. Her insights are both brilliant and brilliantly simple - for example, focus like a laser on bringing value to your existing clients, instead of perpetually chasing new customers to fill the bucket.
Why can't we make our lives easy and more profitable. This entertaining conversation reveals how human nature often is our greatest stumbling block.
2017-01-1936 minDidn't See It Coming with Marc StoiberHow to bring integrity back to marketing? Just ask consumers.There is no stronger marketing than consumer reviews and word of mouth. Sadly, where there's an opportunity, there's an opportunity to scam the system. Enter fake reviews, rigged search results and skewed price recommendations.
Mark How and Shopswell are turning the tables on these lamentable practices, and bringing the integrity back to review marketing. In this conversation, Mark and I explore the essence of the Shopswell idea, how consumers are incentivized to tell the truth, and why it works.
Check out the entertaining conversation, and rediscover your love for word of mouth - the original...
2017-01-0434 minDidn't See It Coming with Marc StoiberDon't let your brand ruin ChristmasFor most of us, Christmas can be a tad stressful. And companies that assault us with terrible ads, grating songs and depersonalized cards only make things worse.
In the spirit of the season, I went on the air with Mark Brennae of CFAX 1070 and created a Santa's list of wishes for brands that want to brighten, not dampen, the mood of their audience at Christmas.
2016-12-2118 minDidn't See It Coming with Marc StoiberFake news, echo chambers and cultural collision - what can brands do?Fake news and echo chambers became headline issues during the recent US election. Whether it was outrageous stories fabricated by the pseudo-press to lure clicks (and ad dollars), or algorithms set up by social media to feed viewers stories that reinforced their worldview while blocking contrary thoughts, the phenomenon raised a disturbing question: are we losing our grip on the truth, and becoming a hostile, fearful world?
I believe brands can play a key role in reversing this trend. After all, they've done it in the past.
Consider Coke's I'd like to teach the world...
2016-12-1716 minDidn't See It Coming with Marc StoiberFrom marketing to innovation: the Spring Advertising story.Yesterday, I had a terrific conversation with Spring Advertising founder and Creative Director Rob Schlyecher.
Like myself, Rob believes the classic ad agency model is flawed. His 'a-ha' moment came when he created a campaign that enabled his clients to sell their company for millions - while Spring was paid a nominal (in hindsight) fee.
That got Rob scratching his head and wondering how he could avoid this sort of conundrum in the future. His solution? Create products, instead of just selling them for others.
Sure, other agencies have done it. But most of...
2016-12-0827 minDidn't See It Coming with Marc StoiberThe matchmaker for brands looking for better agency loveThe world of brands (like the world in general) is becoming more complex.
Where the rule was once to find an 'integrated' agency capable of handling all requests, the mood today is shifting toward finding a raft of specialized shops, then 'conducting' them like a symphony.
AgencySparks was launched to meet the growing need for hyperspecialized matchmaking. Founder and CEO Joe Koufman joined me in a conversation on the shifting priorities of brands, the willingness of big brands to trade the stability of one agency for the greater performance of many smaller shops working together...
2016-11-2848 minDidn't See It Coming with Marc StoiberTrump, Clinton, and the rebirth of brand USATo the world, the US has always been more than a country - it represented an idea of dreams pursued and happiness attained. Now, with the impending US election, that concept has taken a body blow.
Has the US fallen? Or is this merely a rebirth by fire? If it is indeed a rebirth, what will the new brand USA become?
To shed some light on the psychological implications of the election, the candidates, and the zeitgeist, I invited my old friend and collaborator John Marshall Roberts for a discussion on the issues beneath the surface...
2016-10-3127 minDidn't See It Coming with Marc StoiberHow to build (and kill) brand imageWith the recent release of the Gustavson Brand Trust Index, I was invited on CFAX talk radio to chat about how to build brand image - and how to destroy it. Join host Mark Brennae and myself as we discuss the Gustavson Index, Edelman's Global Trust Barometer, and the rapidly morphing world of brands.
2016-10-1718 minDidn't See It Coming with Marc StoiberWhy your best ad may be a speech
Technology has enabled us to personally engage
with more people than ever before. Simply put, we can now speak to the
world. And if our message is worthy, the world will tune in.
But will public speaking supplant advertising as the go-to form of communication for brands? I asked Hugh Culver,
an industry veteran who has charted the evolving role of public
speaking in business. Culver runs a great speaker training company, coaches corporate teams on productivity, and delivers upwards of 40 speeches a year himself (he also has a thriving social media business, climbs mountains and runs...
2016-10-0832 minDidn't See It Coming with Marc StoiberWill enlightened consumers stop buying your brand?
Brands were created to make us happy - for a fleeting moment, at any
rate. After that moment passed, they trained us to be dissatisfied until
we hit the 'buy' button again.
But lately, something strange has been happening.
Blame
it on sustainability or internet-induced transparency. Blame it on
people getting fed up with feeling compelled to buy more on smaller
paychecks. Blame it on enlightenment.
Today, people want to be
makers, or they want to enjoy experiences. Buying new shiny things is
starting to look less, well, shiny.
In this...
2016-08-2333 minDidn't See It Coming with Marc StoiberA brand perspective on Trump, Clinton, and the future of American politics.To many of us, the 2016 presidential race is moving from baffling to bewildering. But if you look into the science of worldviews, a pattern begins to emerge. Even more interesting, this pattern mirrors the evolution brands must undergo to thrive and survive in our turbulent world.
To give this bizarre state of affairs coherence and make it easy to understand, I invited behavioral scientist John Marshall Roberts aboard for a lively discussion. Fasten your seatbelts!
2016-07-3131 minDidn't See It Coming with Marc StoiberHas advertising lost its focus on innovation?Leading North American companies used to be headed by engineers and innovators. Today, however, managers and accountants hold the reins. The result? Less focus on innovation, and more on efficiency and maintaining revenue.
Advertising is no different. Today, the owners of agencies and networks are vast holding companies that don't put much stock in risky new ideas.
That has created a crisis in confidence in the sector, with vital young talent departing for more innovative careers in sectors like tech.
Andrew Carty's agency Send+Receive is rethinking the role of agencies, and changing a...
2016-07-1828 minDidn't See It Coming with Marc StoiberHow to save advertising, one dollar at a timeRequests for Proposal, or RFP's, have become the bane of the ad industry because they reward agencies for undercutting competitors on price. What results is antagonistic relationships and mistrust between the winning agency and client. The result is almost always the same - the client leaves the agency prematurely, looking for a happier relationship - and an even lower price.
Cal Harrison is a champion of QBS, or Qualification Based Selection, a methodology for agency selection that takes price bidding out of the agency selection process. I chatted with Cal on the toxic environment agencies are finding themselves...
2016-07-0724 minDidn't See It Coming with Marc StoiberCan Brands Survive our Toxic Communication Environment?Public discourse has denigrated into toxic shouting matches. Whether it's political debates, climate change or the message emanating from big brands surrounding flashpoint issues (big oil or the gun lobby, for example), we've seen critical thinking, engagement and constructive dialogue be thrown by the wayside in exchange for headline-grabbing abuse and shrill megaphone matchups.
PR expert and celebrated author Jim Hoggan has just released an incredible book - I'm right and you're an idiot - that dissects our language's destruction by a host of forces. Together, we explore some of the highlights and surprises of his book, and...
2016-06-1733 minDidn't See It Coming with Marc StoiberDecoding Happiness - Key to Creating a Futureproof Brand?Selling happiness (and unhappiness) through consumption is a concept as old as planned obsolesence itself. But consumers are tiring of the merry go round, and brands that want to survive and thrive into the future need to redefine how they make consumers happy.
This is a topic that fascinates me, and is the subject of exploration in my book. In this episode, I bring aboard renowned psychologist, author and all-around good guy John Marshall Roberts to discuss our natural happy state, and how brands can augment it.
2016-06-0128 minDidn't See It Coming with Marc StoiberCulture and the Futureproof CompanyCulture is a word everyone in the corporate world uses, but few understand. One thing is certain - companies with a strong culture outperform their rivals in everything from productivity to employee retention.
So how does a company 'get culture'? David Reeve, author of Unleash Culture, has made corporate culture his career. He joins me to discuss how to create a vibrant culture, what the benefits are, and what impact culture can have in brand building.
2016-05-2039 minDidn't See It Coming with Marc StoiberDigging Deep to Decode MillenialsMillenials are elusive consumers for many brands. What's worse, glimpses into their value systems are often superficial and obvious - not the sort of information brands can harness.
To dig deeper into the motivations and psychology of millenials, I chatted with behavioral psychologist John Marshall Roberts. Together, we unearthed insights that could be pure gold for brands trying to tap the millenial market.
2016-05-0223 minDidn't See It Coming with Marc StoiberBuilding Stress Relief into BrandsWe live in a world of increasing stress. How can brands help us reduce that debilitating feeling? Certified mental fitness and performance coach Sara Wegwitz provides insights into good stress, bad stress, and the role brands could play in helping us cope.
2016-04-2227 minDidn't See It Coming with Marc StoiberDecoding Digital SlaveryIn my book Didn't See It Coming, I devoted an entire chapter to our uneasy relationship with relentlessly advancing technology.
In this podcast with behavioral psychologist John Marshall Roberts, we explore a fascinating new twist in the human / tech paradigm - digital slavery.
Why is it we're compelled to check our phone every few seconds? How do we completely lose track of time as we mindlessly surf? What makes us neglect our real relationships as we pursue the online variety?
Join us as we explore the digital slavery phenomenon, and gain valuable insights into...
2016-04-0523 minDidn't See It Coming with Marc StoiberDeconstructing the DonaldDonald Trump has defied predictions, defied efforts to sideline him, defied conventional wisdom of what constitutes a politician. You won't find a more interesting psychological study.
In this podcast, celebrated behavioral psychologist John Marshall Roberts and I unwrap the Trumpian psychology - and lay out strategies for anyone interested in discovering his Achilles heel.
2016-03-0717 minDidn't See It Coming with Marc StoiberIs Your Innovation Disabled?Gary Birch is a Ph.D Electrical Engineer, a Canadian Paralympian, an expert in Brain-Computer
Interface (BCI) technology and Executive Director of the Neil Squire
Society. He also has a very, very interesting perspective on the connection between disabilities and the fresh perspective that drives innovation. If you don't get a chance to see Gary speak at TEDx BCIT March 12, 2016, make sure to check out his views here!
2016-03-0412 minDidn't See It Coming with Marc StoiberIs Donald Trump the Politician killing Donald Trump the Brand?Donald Trump is the most watched politician of the 2016 election campaign. But according to research from ad network Young & Rubicam, his fiery campaigning techniques are severely damaging his brand as a luxury icon.
In this radio broadcast with Ian Jessop, I explore that research, then dig into the parallels between the Trump's campaigning and that of two other highly controversial figures - Adolf Hitler and Silvio Berlusconi.
2016-02-2322 minDidn't See It Coming with Marc StoiberHow to Unleash Your Inner TED in Your SpeechJFK talked about moonshots; MLK had a dream; Jobs talked about creating insanely great stuff. So why do your speeches sound more like boring 12-point plans? Acclaimed author and behavioral psychologist John Marshall Roberts joins me to discuss how to unlock your visionary idea for a speech.
2016-01-1923 minDidn't See It Coming with Marc StoiberPeetz: Building a Permanent Brand in a Throwaway WorldArt Aylesworth has helped rejuvenate the Peetz Fishing and Outdoors brand. The brand, famous for its incredible wood and brass fishing reels, is testament that a small, local company can stand up and compete against giant multinationals - all while offering products that aren't meant to be replaced at regular intervals. How do they do it? Join me in conversation with Art.
2016-01-1825 minDidn't See It Coming with Marc StoiberBuilding a Brilliant Business on Bootstrap Marketing: The 1-800-Got-Junk Story27 years ago, Brian Scudamore started what would grow into a multinational junk removal giant - 1-800-Got-Junk. In this conversation with Brian, we touch on one of the most prominent drivers of his business success - bootstrap marketing. To hear more bootstrap marketing success stories, check out my keynote 'Bootstrap Marketing and the Beautiful Idea' at this year's SOHO conference.
2016-01-1216 minDidn't See It Coming with Marc StoiberWhy the New Giants of Business are Green GiantsBusinesses built around an environmental and social mission are coming in out of the cold, and upending the status quo. In this podcast, 'Green Giants' author and CEO of Futerra North America Freya Williams joins me to discuss why the biggest success stories in business today (and tomorrow) are turning purpose into profit.
2016-01-0828 minDidn't See It Coming with Marc StoiberFutureproof Winners and Losers for 2016In this final 2015 episode of the Ian Jessop show, we dig into the brands we see thriving, and diving, in 2016. Big winners include pharmaceutical marijuana and Facebook - losers are led by our poor overburdened brains.
2015-12-2022 minDidn't See It Coming with Marc StoiberOur Predictions...for 2032!Everyone is predicting what 2016 will bring. But thanks to my guest, futurist (and author of Journey To The Future) Guy Dauncey, we're predicting what 2032 will look like.
2015-12-1831 minDidn't See It Coming with Marc StoiberIs the Black Friday Brand Dead?I had a great opportunity to speak on Ian Jessop's talk radio show about the demise of Black Friday as a brand.
A few years back, I truly believed the spirit of sustainability and conscious consumption would begin to erode the brand - but in the end, it appears Black Friday will be made irrelevant as a result of something else.
Check out the conversation.
2015-11-3020 minDidn't See It Coming with Marc StoiberOverpromise and Overdeliver: Smart Brand Strategy or Company Killer?In this conversation with Ian Jessop, I dig into the trend of overpromising and overdelivering. Is it going to create happy customers, or destroy companies?
2015-10-0821 minDidn't See It Coming with Marc StoiberAre Millenials Going to Save, or Sink Advertising?Millenials are breaking all the job rules. What does that mean for advertising? Executive Creative Director Jason Gaboriau shares insights.
2015-09-0426 minDidn't See It Coming with Marc StoiberThe Boring Story of Canadian PoliticsHave Canadian politicians lost their stomach for telling good stories, choosing instead to toe the pollsters' line and stick with mind-numbingly dull soundbites?
2015-09-0119 minDidn't See It Coming with Marc StoiberUnleash Your PowerWorldview Thinking founder and Voice Code pioneer John Marshall Roberts and I discuss how to unlock your potential as a person and communicator.
2015-08-3138 min