Didn’t See It Coming by Marc Stoiber
The rise and fall of podcasting?

The rise and fall of podcasting?

July 18, 2019

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? 

To that end, I invited Craig Thomas on my show. Craig does guest relations at CallForContent, a company that helps podcasters get more listeners, grow their show, and all the other noble things podcasting is supposed to do. Over the course of half an hour, Craig and I chatted about the evolution of podcasting, what podcasters absolutely have to get right to succeed (in all senses of the word), and what the future holds. It was an entertaining conversation. Enjoy!

If you enjoyed this show, make sure you subscribe to my podcast. And if you want to chat about your brand, drop me a line at marc@marcstoiber.com

The Calgary Stampede brand: evolve or die?

The Calgary Stampede brand: evolve or die?

July 17, 2019

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! 

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Pushing past your comfort zone: my University of Adversity interview

Pushing past your comfort zone: my University of Adversity interview

July 5, 2019

My 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 we didn't pull any punches.

I hope some of these stories help marketers and entrepreneurs. And if you're neither, there are some pretty fun misadventures to smile at. Enjoy!

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Can you eliminate gender stereotyping from advertising?

Can you eliminate gender stereotyping from advertising?

June 19, 2019

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 to today - and try to find the path forward into the future. It's an entertaining conversation. Enjoy!

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Drake, the Raptors, and the EU election: What’s the brand connection?

Drake, the Raptors, and the EU election: What’s the brand connection?

May 28, 2019

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 my show with Mark. 

Second, the EU election happened yesterday, and the results were certainly not what populists were expecting. But had anyone really paid attention to the complex worldviews of euro-constituents, the rise of the Greens may have made perfect sense. Worldview thinking is something we marketers do as a matter of course. I talk about it during the second half of my show with Mark. 

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What’s in the coffee? The unlikely rise of McDonald’s brand brew.

What’s in the coffee? The unlikely rise of McDonald’s brand brew.

May 13, 2019

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. Brad and I have known one another for 20 years...which made the conversation casual, and fun to listen to. 

Enjoy!

If you like this podcast, drop me a line (marc@marcstoiber.com) and let me know. As well, don't forget to share this episode on social media. And hey, if you never want to miss out, subscribe to my newsletter

Tiger Woods, Donald Trump, and Boeing. A big day for brands.

Tiger Woods, Donald Trump, and Boeing. A big day for brands.

April 16, 2019

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 deaths of hundreds of crash victims would be as simple as fixing up the problems with the aircraft, putting in some great new features, and rebranding it. Soooooo, what should Boeing do with that advice? 

Those are the stories I went on the air with today, chatting with CFAX's Mark Brennae. The conversation was lively, to put it mildly. Enjoy!

If you enjoy this interview, please share. Hey, sharing is caring. Also, make sure to sign up for my newsletter. And would it hurt to write? You never write. The neighbours are wondering how you're doing. 

University-gate: a tale of rich people, and the depths they’ll plumb for status brands

University-gate: a tale of rich people, and the depths they’ll plumb for status brands

March 19, 2019

A 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, this is a classic status brand story - people doing anything and everything to attain ethereal status, and brands stepping in to fill their void. So I went on the air with CFAX's Mark Brennae to dissect the story, and provide a checklist of how to create a status brand. Enjoy!

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The Carolina Hurricanes, Justin Trudeau, and the art of the pirate brand

The Carolina Hurricanes, Justin Trudeau, and the art of the pirate brand

February 19, 2019

This 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 your constituents, then giving their sentiments a creative twist, can lead to powerful results.

Another brand that might find itself in pirate territory? Canada. As a Canuck, I've often bemoaned our stereotypical 'nice guy' image - until the age of Trump. This comes to light in a recent Family Guy episode, where Peter Griffin and Donald Trump beat each other to a pulp - only to be saved from themselves by dapper Canadian Prime Minister Justin Trudeau. Turns out, being conciliatory and collaborative might be a more powerful brand than we thought!

For more on this, check out this podcast - an interview I did on CFAX with Mark Brennae. Enjoy!

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Gillette, branded commentary and the razor’s edge of public opinion.

Gillette, branded commentary and the razor’s edge of public opinion.

January 22, 2019

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 went on the air with CFAX's Mark Brennae. Enjoy the conversation!

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