Authentic Avenue

Today, I have a real-life dragon slayer on the podcast.

Nishal Kumar founded a brand with a wordplay I greatly appreciate: No Days Wasted. The brand has a mission of maximizing life's moments -- "from proactively providing immune support, keeping you optimally hydrated, to simply helping you get up and going after a night out with friends (maybe after a drink or two)."

Point is, if 2021 means getting back to hanging with friends and related (over) enjoyment, then this will come in handy.

Today we talk about Nishal's recent experience on Dragon's Den (which is essentially Shark Tank in Canada). Specifically, what about the real experience is similar or different to what in seen in the final television product? How do the Dragons (or Sharks) really make their decisions? And how do they benefit the entrepreneurs at the end of the day?

(Note: Nishal managed to strike a deal via the show with Michele Romanow.)

We also talk about partnership efforts, including their most recent with Chase Claypool of the NFL's Pittsburgh Steelers.

Sit back, have a glass of water, and enjoy!

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

Imagine you've spent nearly your entire career committed to a single business. You perform so well that, after almost 20 years of service, you sit at the very top. The business, over a century old in its own right, is to undergo a rebrand which will give it a new look for the first time in 40 years -- and you're the one leading the charge.

To most people, this would be a career-defining moment. It would for this interviewer.

Now imagine nearing that fateful moment -- a moment meticulously planned and methodically staged for rolled out. And then, just two days prior, the world derails.

How would you describe a situation like that? Worst-case scenario? Or "perfect?"

David Marine, the Chief Marketing Officer of Coldwell Banker, chose the latter. Today, our conversation spans that rebrand story and extends to a conversation on changing consumer behavior, digitizing real estate transactions, agents as influencers, and even a few unexpected topics like the ever-changing ad creation process and the streaming wars.

Enjoy!

See a few pieces David himself has written here on Coldwell Banker's Blue Matter.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

If you’ve taken a glance at the title of today’s podcast, you’ll notice something slightly different -- the lack of a guest. No illustrious mind, no illuminating marketer. Instead, it’s my name -- and today, I’ll be telling, albeit briefly, my own story. After all, you may have wondered at one point or another -- what’s this guy doing this for? Why did he choose this path? And for goodness sake, why’s he doing it full time? All good questions. And perhaps I’ll boil it down to one which I’ll address in this abbreviated episode: why am I here?

So if you’ll allow me, let’s dive into a slightly different version of Authentic Avenue.

(FULL TRANSCRIPT can be found at https://www.authenticavenuemedia.com/post/adam-conner-why-am-i-here.)

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

2021 is upon us, and that means: New Year, New...Beer? At least that's what our premiere guest would perhaps like to see.

Conor Mason is the subject of today's show. At just 28 years of age, he's risen the ranks within Anheuser-Busch (check out my interview with the highest rank, Marcel Marcondes, at this link) to become Sr. Director over Bud Light Seltzer. Seltzer in general has been flying high over the past few years, and Conor now manages to drive it forward for the largest name in beer.

So, how do you do that? How do you stay culturally relevant and fresh in an emerging category while marrying with a household name in an established one? You'll find out today in our 2021 debut with Conor Mason.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

I've noticed this year that people I know are getting engaged at a faster clip than normal. Maybe it's because I'm in my late 20s...but I think it has something to do with the fact that people have taken 2020 stay-at-home life as a sort of proving ground. Regardless, if you've started thinking about putting a ring on your roommate, I've got the Authentic Avenue episode for you.

(And I have a promo code for you. Think of it as an early wedding present.)

Andrew Lim is the co-founder of Holden, a brand forging custom rings for the modern couple. The word of the day is "inclusivity": I've covered this word before, but not often in the context of building from the ground up with it (and moreso with larger orgs which have to adopt it). We chat about this as well as Andrew's story on today's show.

Enjoy and, if you're shopping for a ring yourself: head over to hiholden.com and use promo code AA25 for $25 off your first order. AA25, $25 off. Pretty simple.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

When you're in charge of revolutionizing conversation, what happens when revolutionary conversation comes to you?

Today on Authentic Avenue, my guest is Sarah Aitken. She's the Chief Marketing Officer of Holler, a next-gen tech company which aims to overhaul our digital person-to-person communications with richer, more engaging media than your typical text.

On today's show, we discuss what exactly a "next-gen" tech company is (shouldn't all tech be "next-gen"?), as well as the implications of being a technology which is, by nature, tied to our most personal digital moments.

We also talk about what it means in 2020 to be one of the few tech companies with a black founder & CEO (shout out to Travis Montaque). With this year came the latest conversations about racial injustice and inequality. You'll learn how Holler has risen with the responsibility to speak through a content engine it hopes will be your go-to for all things diversity, inclusion, and belonging. (See the resultiing project, DIB Source, here: https://www.dibsource.com/.)

(By the way, here is another fantastic marketing podcast on which Travis recently appeared, if you'd like to get deeper into this story: https://www.marketingtodaypodcast.com/236-emojis-expression-leadership-with-hollers-travis-montaque/).

So listen in as I get real with Holler and Sarah Aitken.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

The cowboy boot: an American staple known for its durability and worn by some of the more "real" people you'll meet in this country. Today on Authentic Avenue, I've got a founder who, like the wearers of the boots his brand produces, promises to shoot me (and us) straight.

Paul Hedrick is the founder and CEO of Tecovas, and today he shares not only why he founded a western boot and accessories brand specifically, but why he felt that he must be the specific individual to do it. We also talk about how he makes sure his company shoots people straight every day, as well as a few tips on how the prospective brand-builder may find their North Star.

Enjoy!

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

Other sounds by cjfilmmaker (https://freesound.org/people/cjfilmmaker/) licensed under Creative Commons Attribution 3.0 Unported (CC BY 3.0) (https://creativecommons.org/licenses/by/3.0/).

Today on Authentic Avenue, I get to interview someone from what is possibly the most socially omnipresent brand I've ever seen. No matter where I go on social media (or the internet, really), there they are.

I'm referring to Chipotle (and you just might agree with me), and my guest today is 1 of their 3 web wizards. Adam Ornelas plays the part of Social Media and Influencer Strategist for the boss of the burrito and bowl, and he lets me in on just how the brand wrangles every corner of the internet. Specifically we talk about the use of influencers both big and small, some of Adam's favorite campaigns, and how you -- the prospective influencer -- might be able to get noticed by them.

(Oh, and also, I had to ask Adam what his go-to Chipotle order is. Come on -- couldn't pass that opportunity up.)

Get out your chips and guac and enjoy! If you don't have any, go to Chipotle, there's plenty.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

Get on your feet! We've got an episode of Authentic Avenue today with a brand I like for their ability to tap into cult followings. It's Foot Locker, and the cult followings I speak are those both of footwear brands like Jordan and sneakerheads as individuals.

My guest today is Sarah Houseknecht, who is their Sr. Director overseeing Public Relations and Influencer Marketing. Sarah has seen Foot Locker's influencer program (which launched mid-2019) through two distinct chapters roughly divided by COVID's presence. However, the presence of other socioeconomic circumstances in 2020 has seen the program evolve in new ways. For example, the ongoing issue of racial injustice, and efforts to stem it, is particularly close to the brand and its followers -- leading Foot Locker to commit $200 million to the Black community in June 2020. Learn more about that here.

Sarah joins me to speak about how all of the above has crafted how Foot Locker develops relationships with, and leverages, influencers in the way it goes to market. We also dip our toes into what's in store for the brand as we move into 2021.

So take a listen, won't you? #BecauseSneakers.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)

I hope you've gotten started on your holiday season shopping at this point (December 7th!). If not, I'd advise you get on it -- and maybe today's Authentic Avenue episode will give you some inspiration.

I'm on with Jenn Muller, Chief Marketing Officer of Loop Commerce. Loop, a Synchrony solution, is well-known for its GiftNow platform. Through GiftNow, consumers can directly connect generous thought and generous action without any of the struggle in between.

(You know what I'm talking about, especially this year. "Does she need this? Will she use it? Does she even want it? Is it the right size? Color? Will she like it?" I could go on.)

You can use GiftNow with a number of their merchant partners as a conusmer looking for a holiday treat -- but it's deeper than that. For organizations, for whom corporate gifting is on the rise (but also for whom some employees claim they've never gotten something from their employer they actually like), GiftNow's Gift Experience Management (GXM) can offer a helping hand.

Learn more about GiftNow: https://www.giftnow.com/product.

FOLLOW AUTHENTIC AVENUE, AND ADAM, ON SOCIAL MEDIA:

LinkedIn (Authentic Avenue): https://www.linkedin.com/company/68049428/

Email Adam: [email protected]

Learn more at https://authenticavenuemedia.com/.

Theme Song: Extreme Energy (Music Today 80)