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From Disney Magic to Marketing Impact: The Power of Storytelling w/ Matt Frisbie, CMO @ Axomo
Matt Frisbee went from Disney performer to marketing executive, and is one of the best storytellers around. In this conversation, Matt breaks down the art of storytelling in marketing, shares how he built breakthrough campaigns at Little Giant Ladder Systems, and explains why "feeling understood is the sexiest feeling in the universe."
This is a masterclass in taking calculated risks, doing the deep research work that most people skip, and why feeling understood by a brand is what drives real customer loyalty.
What You’ll Learn:
Resources:
"Story" by Robert McKee - Matt's go-to storytelling reference
"So God Made a Farmer" Super Bowl ad - Perfect example of honoring an underappreciated audience
FREE Content Consolidation Tools: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
Request a free AI Audit: https://97thfloor.com/ai-audit/
Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthewfrisbie/
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Matt Frisbie:
Matt Frisbie started his career as a classically trained illustrator at Disney, where he learned that a picture truly is worth a thousand words – but more importantly, he learned how to architect experiences that make people want to participate in a story. After a stint in Hollywood selling films, Matt found his way into marketing, where he discovered that brands tell stories just as powerful as any movie – stories about solving problems and transforming lives.
As CMO at companies including Blendtec and Little Giant Ladder Systems, Matt has overseen marketing strategies that don't just move products – they move people. He's currently leading marketing at Axomo, a go-to-market leader in swag management and employee engagement.
Timestamps:
02:35 - From Disney animator to marketing leader
06:51 - Creative skills in the boardroom
13:08 - "Rage clicks" and user frustration signals
23:44 - AI reality check vs. hype
31:47 - Reactive vs. proactive analytics
41:53 - Stay nimble for industry changes
“We spent months researching our customers before launching anything. Tiger Woods gets a thousand touches with the club before a tournament—in the game it looks like he's making everything, but you didn't see the thousands of misses that were very intentional. I remember an agency that had 'fail fast' above the door. I agree with that while you're paying attention—take smaller swings, see some responses, then iterate based on what you learn.” - Matt Frisbie
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By 97th Floor
5
99 ratings
Matt Frisbee went from Disney performer to marketing executive, and is one of the best storytellers around. In this conversation, Matt breaks down the art of storytelling in marketing, shares how he built breakthrough campaigns at Little Giant Ladder Systems, and explains why "feeling understood is the sexiest feeling in the universe."
This is a masterclass in taking calculated risks, doing the deep research work that most people skip, and why feeling understood by a brand is what drives real customer loyalty.
What You’ll Learn:
Resources:
"Story" by Robert McKee - Matt's go-to storytelling reference
"So God Made a Farmer" Super Bowl ad - Perfect example of honoring an underappreciated audience
FREE Content Consolidation Tools: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
Request a free AI Audit: https://97thfloor.com/ai-audit/
Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthewfrisbie/
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Matt Frisbie:
Matt Frisbie started his career as a classically trained illustrator at Disney, where he learned that a picture truly is worth a thousand words – but more importantly, he learned how to architect experiences that make people want to participate in a story. After a stint in Hollywood selling films, Matt found his way into marketing, where he discovered that brands tell stories just as powerful as any movie – stories about solving problems and transforming lives.
As CMO at companies including Blendtec and Little Giant Ladder Systems, Matt has overseen marketing strategies that don't just move products – they move people. He's currently leading marketing at Axomo, a go-to-market leader in swag management and employee engagement.
Timestamps:
02:35 - From Disney animator to marketing leader
06:51 - Creative skills in the boardroom
13:08 - "Rage clicks" and user frustration signals
23:44 - AI reality check vs. hype
31:47 - Reactive vs. proactive analytics
41:53 - Stay nimble for industry changes
“We spent months researching our customers before launching anything. Tiger Woods gets a thousand touches with the club before a tournament—in the game it looks like he's making everything, but you didn't see the thousands of misses that were very intentional. I remember an agency that had 'fail fast' above the door. I agree with that while you're paying attention—take smaller swings, see some responses, then iterate based on what you learn.” - Matt Frisbie