You've been trapped in a spiralling cycle of marketing mystery but don't worry Creative Mystery Officer Mike Drysdale is here to help. This year, Mike started his new business, Folklore, a tabletop entertainment company. Mike is a man of many talents. He leads creative direction on marketing campaigns, advises brands on how they can contribute to cultural conversations, and builds brands with the art of storytelling. Learn how to create and use a message your customers will connect with on this episode of Weird Growth. 

Problem: 

People are searching for genuine connections and unique events. How can we spend time together without our phones? 

Solution:

A tabletop mystery game that creates authentic, memorable and fun environment for everyone involved. 

One big piece of advice:

Celebrate your achievements, mark your mark with rituals and elevate your brand. 

(00:00 - 01:19) - Introduction

(01:20 - 03:07) - Where it all started for Mike – Solving problems with creativity

(03:08 - 04:09) - The value of a great message

(04:10 - 05:19) - Seth Godinism 1 - People always believe what they tell themselves

(05:20 - 05:53) - Seth Godinism 2 – The best stories don't tell us anything new, but how right we were in the first place

(05:54 - 07:05) - People seek information that reinforces their beliefs

(07:06 - 08:23) - Investigating remarkability

(08:24 - 09:52) - Use your customer's language

(09:53 - 11:19) - Don't fall for this communication trap

(11:20 - 14:21) - Make your message about the benefits not the technology

(14:22 - 17:32) - Mike's new business – Folklore

(17:33 - 20:56) - How Folklore is a refreshing take on creating in-person connection

(20:57 - 23:30) - What drives Mike – on making moments for people

(23:31 - 26:05) - Identity, worldviews, and cultural conversations

(26:06 - 28:00) - Republic of Fremantle's Birchal Campaign

(28:01 - 31:10) - How brands can add value to cultural conversations

(31:11 - 33:58) - What it looks like when brands add value to the conversation

(33:59 - 38:47) - On TikTok and growing a content engine

(38:48 - 40:05) - Help them share the pebbles

(40:06 - 42:06) - Cleo Abrams – Huge if true

(42:07 - 44:16) - Mark Zuckerberg's image change

(44:17 - 45:39) - We are approaching a new tech age

(45:40 - 46:29) - What's next for Mike

(46:30 - 47:45) - Celebrate your year, mark the moment

(47:46 - 49:23) - Storytelling elevates moments so you can look back at them

(49:24 - 51:28) - Show & tell – Write down your ideas in notes, use ChatGPT more

(51:29 - 52:58) - How Mike uses ChatGPT for creativity

(52:59 - 53:48) - Connect with Mike

(53:49 - 54:41) - Wrap up