Scratch: CMO Interviews

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap 🧻, Ronalee Zarate-Bayani, joins us to share how they've turned their unique brand identity and commitment to purpose into their superpower. You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. In this episode, Ronalee talks about the importance of understanding what makes your brand special and using that to stand out instead of focusing too much on the competition. She explains Who Gives A Crap’s business model of donating 60% of their profits to eco-friendly causes and how they navigate the challenges of balancing profit with purpose. She also tells us about the benefits of being a smaller, agile company that can quickly adapt and test new ideas in the market.

In the second half, she emphasizes the significance of not just winning customers, but turning them into advocates for the brand 🔈. We learned from her how it's okay for some marketing initiatives to fail, as these are opportunities for learning and growth. She demonstrates how embracing the company's unique strengths and values fosters creativity and innovation through examples. Additionally, she discusses how to strengthen the marketing function by being deliberate about distinguishing short-term from long-term revenues and plans. This episode provides valuable insights into building a profit-first yet purpose-driven brand ♻️.

Watch the video version of this podcast on YouTube 📺: https://youtu.be/UIaMkxgsOCc

🖊️Mentioned in the show: 

• Liquid Death
• Brewdog
• Oatly

📕 Chapters:

(00:00:00) - Intro

(00:03:50) - Favorite Challenger Brand 😊

(00:07:40) - What is Who Gives A Crap? 🚽

(00:09:40) - What is the difference between a Chief Brand Officer and Chief Marketing Officer?

(00:11:00) - Rules & Principles to Build a Profit-First Brand (Who Gives A Crap’s Edition) 💼

(00:16:20) - Leading with a Proposition that Customers Care About 💡

(00:20:30) - How do you Balance Messaging & Comms? 📣

(00:33:04) - How Constraints Drive Creativity for Who Gives a Crap 🤔

(00:35:52) - How does Marketing Drive Product Innovation? 🚀

(00:40:10) - Biggest Win Recently 🏆

(00:40:35) - Recent Struggle

(00:41:46) - The Best Marketing Resource 📚

(00:42:51) - Biggest Lesson You’ve Learnt in Your Career 🎓

(00:43:50) - One Thing People Should Do Differently ✨

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Ronalee Zarate-Bayani of Who Gives A Crap in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Ronalee on LinkedIn.

Find Eric on LinkedIn and tweet him @efulwiler - https://www.linkedin.com/in/ericfulwiler/

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

NASCAR, a titan in the sports industry, is known for its rich history and thrilling races. Peter shares insights into how NASCAR continues to innovate and remain relevant in a rapidly evolving entertainment landscape. 🚗💨🎙️In this episode of Scratch, the CMO of NASCAR, Peter Jung joins us to dive deep into the world of sports marketing, brand evolution, and the key initiatives propelling NASCAR into the future. 🏁🌟

He discusses the importance of category disruption, the impact of viral marketing campaigns, and the strategic focus on diversity and inclusion to broaden NASCAR's fan base. He highlights the role of digital platforms and content creation in engaging new audiences, including a partnership with Netflix for the upcoming show "Full Speed," aimed at giving fans a behind-the-scenes look at the sport. He also touches on the challenges and opportunities in sports marketing, the evolution of NASCAR's strategies, and the significance of building a strong community around the sport. 🧑‍🤝‍🧑❤

Watch the video version of this podcast on YouTube 📺

🖊️ Mentioned in the show:

• Challenger brand - Stanley 
• DEI initiatives 
• Tableau - can't live without it 
• NASCAR’s show - "Full Speed"
• New media rights deal - NASCAR

📕 Chapters:

(00:00:00) - Intro

(00:04:00)  - Favorite Challenger Brand? 🥊

(00:11:00) - The NASCAR Brand and Business 🏢

(00:18:01) - The Changing Nature of the Sports Category 🏑

(00:22:20) - Approach and Priorities as the CMO of NASCAR

(00:26:30 ) - Approach to New and Emerging Channels 📈

(00:32:00) - In-house and External Structure for NASCAR

(00:35:10) - Exciting Developments for NASCAR - Full Speed 🚗

(00:42:35 ) -  Lightning Round ⚡

(00:42:40) - First Marketing Job you ever had 💼

(00:42:55) - The Best Piece of career advice 🌟

(00:43:39) - Best Brand Campaign 

(00:44:20) - Best Marketing Tool 🛠️

(00:44:50) - One thing people should do differently 🔄

(00:45:20) - Favourite moment from  NASCAR’s Netflix show

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Peter Jung of NASCAR in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Peter Jung on LinkedIn 

Find Eric on LinkedIn and tweet him @efulwiler

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

🎙️In this episode of Scratch, the CMO of Calendly, Jessica Gilmartin joins us to discuss the evolution of their brand and their approach to building total customer-centricity.🌟📊 We’ve all used Calendly at some point in our work lives. For the uninitiated, Calendly is known worldwide for revolutionising the way we schedule meetings. It is more than just a tool—it's a comprehensive solution shaping the future of business interactions. In our discussion, Jessica tells us how Calendly continues to stand out in a competitive market. 🗓️💡 She shares her favourite marketing mantra: “Understanding your competitors is crucial, but it's the obsession with customer needs and experiences that truly drives business growth”.

She discusses the significance of integrating customer insights into every aspect of business operations, from product development to the messaging in marketing strategies. Understanding market dynamics and a strong partnership with the leadership team forms the core of Jesicca’s marketing approach. The discussion between Eric and Jessica also talks about how Calendly harnesses creativity within its marketing team, continually reinventing its approaches to maintain a strong connection with its customers. 🧑‍🤝‍🧑❤️🔍 Jessica also walks us through building Calendly's distinct market positioning, revealing how iterative testing and feedback (which are especially crucial in long B2B sales cycles) are key to refining their marketing strategies. 🤖🆕🚀If you’re in product/tech marketing, you’ll surely enjoy this episode.

🖊️ Mentioned in the show: 

• Favourite challenger brand - Brex
• Cloze
• Burger King Whopper Song 

Watch the video version of this podcast on YouTube 📺: https://youtube.com/playlist?list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&feature=shared

📕 Chapters:

(00:04:30) - Favorite Challenger Brand 😊

(00:14:20) - How did the positioning develop for Calendly? 💡

(00:17:00) - How does Calendly understand its customers’ needs? 🤔

(00:21:27) - What are the different disciplines of Marketing that sit within Calendly? 📚

(00:23:00) - Being Idea-led v/s data-driven - Calendly’s take 💭

(00:27:30) - Tracking Results 📊

(00:29:20) - Creative destruction 💥

(00:36:20) - The next exciting thing for Calendly 🚀

(00:41:20) - Lightning Round ⚡

(00:41:56) - First Marketing Job you ever had 💼

(00:42:24) - The Best Piece of career advice 🌟

(00:42:48) - Best Brand Campaign - Burger King 🍔

(00:43:30) - Best Marketing Tool 🛠️

(00:44:00) - One thing people should do differently 🔄

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Jessica Gilmartin of Calendly in this episode

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Jessica on LinkedIn - https://www.linkedin.com/in/jessicagilmartin/

Find Eric on LinkedIn and tweet him @efulwiler - https://www.linkedin.com/in/ericfulwiler/

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

🎙️In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from CPG to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger brand, DuckDuckgo has had over 71 Billion searches since its inception, and it’s continuing to grow. She walks us through her process of scaling a brand from product-market fit to market dominance. She explains how marketing is not just a cost centre but has the potential to be a significant growth driver, especially in a landscape as dynamic as tech.

🔍 Being completely privacy-focused, she discusses attribution from non-digital channels and the importance of finding innovative methods to test the effectiveness of your campaigns.  This episode is packed with insights for both marketers and privacy advocates. Through her experiences, we gain a deeper understanding of advocating for online privacy, challenging established tech giants, and creatively engaging with audiences while adhering to strict privacy standards. Tune in to get some valuable insights and join the conversation on the evolving landscape of ethical privacy practices in marketing in this brilliant episode. 

Watch the video version of this episode on Youtube ⏯️:

📑Chapters:

(00:04:03) - Favorite challenger brand

(00:14:00) - Why Marketing isn’t an afterthought in tech

(00:21:00) - How did Duck Duck Go approach marketing while keeping privacy at its core?

(00:29:00) - How Duck Duck Go plays on a level playing field

(00:40:00) - The creative side of marketing for Duck Duck Go

(00:42:46) - Lightning Round ⚡

(00:42:50) - First Marketing Job you ever had

(00:43:02) - The Best Piece of career advice

(00:43:56) - Best Brand Campaign - Walmart

(00:45:20) - Best Marketing Tool

🖊️ Mentioned in the show:

• Favourite Challenger Brand 🥊: Ruggable 
• Walmart’s Rom-com
• Chevrolet Alzeihmer’s Ad
• I’ll be watching you - DuckDuckGo Ad

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Cristina Stanley of DuckDuckGo in this episode. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Cristina on LinkedIn.

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve? 

In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It’s a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire industries. 

In this week’s episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we’ve had with the best CMOs in the world from PepsiCo to P&G, Beavertown to Bloom & Wild, we decode the 10 core principles of how to market like the best challenger brands in the world. 

You'll hear from the likes of Gary Vee, Linda Boff, Rory Sutherland, and Jim Stengel on topics ranging from customer centricity to frameworks for innovation and the ability to understand and utilize data correctly. In this special episode, we cover all the timeless principles you need to be a high-performing modern marketer. Use this episode as a reference guide and drop in and out for the chapters and feel free to check out the full episodes all linked below. 

Welcome to Challenger Marketing Decoded! 

🎧Listen to this episode on your favorite platform - https://link.chtbl.com/scratch 

⚡️Mentioned in the show: 

CMO Mindmap - https://www.wearerival.com/content-hub-articles/rival-cmo-mindmap 

Jobs to be done Framework - https://www.wearerival.com/content-hub-articles/ep-19-how-to-apply-jobs-to-be-done-to-brand-building-with-bob-moesta 

BRIDGE by MENA fintech association - https://ffnews.com/newsarticle/fintech/mena-fintech-association-mfta-establishes-bridge-fintech-marketing-working-group-and-appoints-eric-fulwiler-as-chair/ 

Episodes from the show: 

https://www.youtube.com/watch?v=-OPw54tqxq0&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=20

 https://www.youtube.com/watch?v=Y_n0VhdyyYk 

https://www.youtube.com/watch?v=62GtGz-fEeo 

https://www.youtube.com/watch?v=qPt1fSGx2jI

 https://youtu.be/nVbx9Rvlb_4?feature=shared&t=1156 https://www.youtube.com/watch?v=EdZK9QP7IWM

 https://www.youtube.com/watch?v=X8q1qNRBUug 

https://www.youtube.com/watch?v=Nx4lar_bCCU&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=18

 https://www.youtube.com/watch?v=rmUvxucIJl4 

https://www.youtube.com/watch?v=JYDaO-BUCgs&list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&index=30

 https://www.youtube.com/watch?v=TkfrqXylt84 

https://www.youtube.com/watch?v=ZU0pcEs1Ub4 

https://www.youtube.com/watch?v=QX8gU6yOoXw 

https://www.youtube.com/watch?v=K8EqSgJw0JE 

https://www.youtube.com/watch?v=tbh2xFaPgJA 

https://www.youtube.com/watch?v=hzy9ObAwCWY 

https://www.youtube.com/watch?v=_JjI-KKt2jc 

https://www.youtube.com/watch?v=27kph5ACL7w 

https://www.youtube.com/watch?v=KZbioThkpa8 

https://www.youtube.com/watch?v=CaLosX00540  

📕Chapters

(00:00) Introduction to show 

(07:06)  Framework for innovation with Eos and General Electric 

(20:30) Relentless focus on the customer with Smile Direct Club, Activision, and Martin Lindstrom

(44:09) Seeking out new, different perspectives and ideas with Rory Sutherland, PepsiCo, and Mastercard

(01:03:20)  Moving fast on the things that matter with Seedrs, Gary Vaynerchuk and Jim Stengel (P&G)

(01:17:20) Be creatively brave with Mint Mobile & Magnolia Bakery 

(01:30:40) Managing the people/ Building a team - with, Gymbox & Flywire 

(01:51:27) Brand differentiation with Formula-E, Beavertown & HereWeFlo

(02:08:30)  - Double down on the data  with Resident & Bloom & Wild

(02:20:12) - Stay on top of your craft  with Hubspot

(02:25:49) - Love what you do

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this episode, Johnny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level. 🌍📈The stakes of the sport are extremely high, with viewership over 1 Billion in 34 countries with 3.6M followers. 📺🌎 For those of you who don't know what World Chase Tag (WCT) is, it's the same 'Tag' you played as a kid, but on a whole new level, blended with elements of parkour and freerunning. In WCT, stuntmen, parkour experts, ninja runners, and athletes from all walks of life compete with each other in an extremely fast-paced format. 🏃‍♂️💨

How did they get here? 🤔

In the world of sports, having great content is key to drawing viewers and fans, and World Chase Tag (WCT) has mastered this art. They create high-energy, fast-paced exciting content, with a presence spanning across multiple platforms. Their standout content on TikTok and YouTube features thrilling 20-second chases between athletes. 📹These short, bite-sized snippets are perfect for sharing, enabling WCT to reach new audiences through their socials. They smartly use dramatic moments like player injuries as eye-catching thumbnails and hooks for their videos, which has contributed to them achieving over a billion organic views online. 👀📈

Aside from an impeccable content strategy, Johnny walks us through the key pillars that have contributed to WCT's growth, such as licensing, athlete engagement, and the organization's global marketing approach. He believes that in sports, you can market to everyone everywhere, and having a target audience is only going to limit you. 🌐🎯

He finally shares insights into the future plans for WCT, including live events, sports betting, and a deeper focus on athletes' personal branding, drawing parallels with strategies used in other successful sports leagues. This was a fascinating episode, and what's more fascinating is some of WCT's content that we watched in preparation for this episode. We've attached the links below the chapters (watch these clips at your own risk, because you will definitely be hooked on their channel once you do). 🎥🔗

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/QWDYPGgwnPk

          📚 Chapters:

• (00:00:00) - Intro
• (00:04:24) - What is World Chase Tag?
• (00:10:20) - 3-5 Pillars of Growth for World Chase Tag
• (00:14:00) - Acquiring customers from other sports 
• (00:16:00) - How do influencers promote World Chase Tag
• (00:21:00) - How World Chase Tag balances quality & quantity of content
• (00:29:00) - What strategies has World Chase Tag taken from other sports?
• (00:33:30) - LIGHTNING ROUND ⚡

🖊️Mentioned in the show:

- Clips - Worldchase tag  - Tiktok - 1 , 2 , 3 , Youtube shorts - 1, 2

- Distribution Deal News 

- TwitchCon - WCT

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Johhny McMahon of WorldChaseTag in this episode

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Eric on LinkedIn and tweet him @efulwiler. 

Find johnny on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness. 

Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humor, inclusivity, and storytelling to captivate a wide range of customers, especially the Gen Z audience. Additionally, she delves into the brand's deliberate expansion into retail, covering both UK and US markets, highlighting the significance of a physical presence as a vital complement to their online platforms.

A significant part of the conversation is dedicated to the role of sustainability in Here We Flo's business model. She talks about how brands need to meet customers where they are in their sustainability journey, and how being sustainable is not an ‘ego thing’.  Join us in this episode to explore  Here We Flo's unique marketing philosophy and discover insights that can help your brand thrive in a competitive market.

Watch the video version of this podcast on Youtube▶️: https://youtu.be/_JjI-KKt2jc

🖊️Mentioned in the show: 

Ruka Hair 

Hood Greetings 

WhoGivesaCrap Tube Campaign 

📕Chapters:

(00:00:00) - Intro

(00:03:20) - Favorite challenger brand

(00:07:30) - Here We Flo’s Plans for 2024?

(00:09:30) - How does Here We Flo come up with “good ideas”?

(00:13:20) - Effect of ‘culture’ on marketing

(00:22:39) - Here We Flo on Sustainability behavior

(00:32:00) - How to think above the line?

(00:36:17) - Lightning Round ⚡

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Susan Allen Augustin of Here We Flo in this episode. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Susan on LinkedIn

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.

With 20 years under their belt, Gymbox has built a reputation for experience-led classes and irreverent, cheeky marketing. Rory attributes their success to embracing budget constraints and thinking differently. He relies more on instinct than data, noting that the customer is often wrong. His advice to marketers looking to stand out? "Do things you would not normally do. They may scare you, they may not work, but you might just hit on something." 

He encourages marketers to “ask for forgiveness, not permission”, and progressively build trust with leadership to get creative ideas approved over time. He believes that successful challenger brands are the ones that are unconventional and fresh in their creative campaigns and media choices. Join us in this episode to explore Gymbox's unique marketing philosophy and discover unorthodox insights that can help your brand thrive in a competitive market.

Watch the video version of this podcast on Youtube▶️ : https://youtu.be/K8EqSgJw0JE

Mentioned in the show:

• Surreal cereal campaign 
• GYMBOX FOOH CAMPAIGN
• Maybelline Campaign 
• Gymshark Mural depicting Leana Deeb is a mix of paint and real fabric

Chapters:

(00:00:00) - Intro

(00:03:30) - Favorite Challenger Brand

(00:06:20) - Doing More with Less

(00:10:20) - How to do ‘Cool’ Stuff?

(00:22:30) - Does Marketing Really Drive Business Results?

(00:35:25) - Being Idea & Value Led

(00:40:30) - Lightning Round

"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. 

In every episode, Eric interviews the CMO of some of the world's biggest or fastest-growing challenger brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. 

Find Rival online at www.wearerival.com, LinkedIn, and Twitter. 

Watch the video version of this Podcast on YouTube.

Find Rory on LinkedIn.

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a  modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits.

Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think & act outside the box, moving beyond the often restrictive traditional marketing metrics & measurement models. Tom provides an insightful walkthrough of Yonder's strategic identification of a market gap in the perception of credit within the UK, meticulously crafting its unique selling proposition, offerings, and messaging to seamlessly align with this discerned opportunity.

Together, they dive into the innovative campaigns led by Yonder, aimed at resonating with the daily experiences of their audience. Tom highlights the importance of building an internal culture that supports creativity, which in turn, leads to a more dynamic and engaging marketing narrative. They discuss how this open approach not only boosts brand engagement but also fosters a collaborative atmosphere within the marketing team. Through examples like the 'Make it Rain' campaign, Tom illustrates how associating positive, enjoyable experiences with a brand can create a lasting impression beyond conventional marketing metrics. The episode illuminates the delicate balance between nurturing creativity and achieving business growth, offering a wealth of insights for challenger marketers navigating the currents set by their established counterparts.

Chapters:

(03:00) - What is Yonder?

(04:23) - Favorite Challenger Brand

(06:25) - Driving Cultural Change Around Credit and Rewards

(21:31) - Building an Early-Stage Marketing Practice

(26:20) - Building a Community Around the Brand

(43:30) - Lightning Round

Watch the video version of this episode on YouTube 🎬

"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. 

In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. 

Find Rival online at www.wearerival.com, LinkedIn, and Twitter. 

Watch the video version of this Podcast on YouTube.

Find Eric on

 LinkedIn

 and tweet him

 @efulwiler

. 

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Welcome to another episode of Scratch. In this episode,  Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked among Creative Review's 'Top 50 Creative Leaders' and has held positions as a Director of Brand Engagement & culture @Giffgaff.

Diving into the conversation, Tom unravels the intricacies of brand positioning and the importance of being culture-forward in advertising. Together, Eric and Tom explore the significance of connecting with consumers on a genuine level. Emphasizing the critical role of authentic brand storytelling, Tom sheds light on the challenges and rewards of crafting unforgettable advertising campaigns.

The duo then discusses Beavertown’s distinctive branding approach, showcasing the potency of insight-driven creativity. Furthermore, Tom reflects on the pivotal role of community in fostering brand loyalty and engagement, emphasizing the need for brands to resonate deeply with the cultural zeitgeist for enduring success.

Watch the video version of this episode on Youtube 🎬 -  https://youtu.be/hzy9ObAwCWY

Chapters:

[03:18] Story of Beavertown 

[07:30] - The why of disruption 

[14:30] - The importance of having a Goliath 

[22:20] - What did your learning contribute to Beavertown? 

[27:00] - Is creativity dead? 

[33:00] - Staying relevant in an ever-evolving market 

[41:45] Favorite challenger brand

"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.