Scratch: CMO Interviews

Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry.

Together, Sarah & Eric explore the intersection of diversity and marketing strategies.  Sarah places a strong emphasis on the vital role that inclusive marketing plays in establishing a more extensive market presence.  They delve into the various challenges and opportunities faced by a trans, non-binary CMO, underlining the pressing need for increased diversity within the C-suite. They also articulate how inclusive marketing is not only ethically sound but also a smart business strategy.

Sarah generously shares their insights on strategies to steer clear of "purpose-washing" and maintain authenticity in brand messaging. They provide invaluable best practices and principles to ensure a brand's purpose aligns seamlessly with its actions. Additionally, they underscore the significance of practicing what you preach by "eating your own dog food." They discuss a systematic approach to fostering an inclusive organizational culture, encompassing both top-down and bottom-up initiatives. We really enjoyed recording this one, and are sure that you'll find Sarah’s insights and perspectives truly enlightening. 

Chapters:

(3:40) Favorite challenger brand

(7:20) Opportunity for more LGBTQIA+ individuals?

(10:40) How to be more inclusive?

(18:25) How do you actually drive change in your organization?

(32:30) Prioritizing what needs to be done

(37:00) 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 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 Sarah 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.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Jenna Cummings, and she’s joined by Dr. Augustine Fou. 

In today’s special episode of Scratch, Jenna is joined by Dr.Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital marketing for nearly 3 decades assisting government, regulatory bodies, and corporations in how to prevent and detect the nexus of cybercrime and ad fraud. 

 He joins us to discuss the latest in the Google ad fraud case which was brought to light by the team at Adlytics, who uncovered that Google has been running most of the ads you pay for as an advertiser (50-90%) on a network of third-party websites and mobile apps called "Google Video Partners" (GVP), where it’s virtually impossible to skip the ad. This means that as an advertiser, you’re paying for views that are not real. Jenna and Dr.Fou explore the implications for marketers, how you can start to build your own checks and balances, and how to not become addicted to phantom volumes when you run ads. This is a must-listen for digital marketers everywhere! 

Smart link: https://link.chtbl.com/scratch

📕Chapters: 

00:00 Intro

03:14 Dr.Fou’s Favourite Challenger Brand 

06:00 Google’s Ad Fraud - The Overview 

13:00 Double Verify have been grading their own homework, and it isn’t good 

20:20 Google will do the right thing when shown the right data

23:41 What alternatives do we have to verify the ad numbers? 

28:45 If you’re not willing to do the work, you don’t deserve to be a digital marketer

32:50 Spend less. You should be buying less and testing more 

40:04 You can’t reduce carbon emissions in your ad buys by outsourcing this to other vendors 

Mentioned in the show:

• Fou Analytics' fraud verification
• Search Discovery - Atlanta
• Camelot - Strategic Marketing in Dallas
• Adalytics' report on Youtube Ad Fraud
• Craig Silverman reports 

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

Watch the video version of this Podcast on YouTube.

Find Jenna on LinkedIn  

Find Dr Fou 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.

Welcome to another exciting episode of Scratch, where we had  the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense."

But that's not all; Martin's influence extends far beyond the pages of his books. As the founder and chairman of Lindstrom Company, he leads a pioneering branding and culture transformation firm that operates across five continents and in over 30 countries. Over the years, he has been the go-to consultant for the crème de la crème of Fortune 100 companies, helping them navigate the ever-evolving landscape of branding and culture.

Together, Eric and Martin dive into the world of marketing, exploring the delicate balance between creativity and data-driven science. Martin underlines the crucial role of putting consumers at the heart of your strategy to build a powerful brand. He also highlights the hurdles that creativity encounters in today's ever-evolving marketing landscape.

Additionally, Martin shares valuable insights into the role of a Chief Marketing Officer (CMO) in the intricate web of today's business world. Throughout the episode, there's a strong emphasis on the profound impact you can make in the world by aligning your work with a greater purpose. We really enjoyed recording this one, and are sure that you'll find Martin's insights and perspectives truly enlightening. 

Mentioned in the show:

• 📲AMP community for CMOs - If you’re a brand-side marketer and want to join, check it out here - https://www.wearerival.com/amp-group
• Walmart’s failed innovations 
• Indian challenger brands - Dabbawallas

Chapters:

(6:10) What do you think of an incumbent becoming a challenger?

(17:32) Customer-focused examples

(20:32) Everyone talks about being customer-centric, How do you get there?

(25:32) How do you define marketing?

(34:32) What do you think of creativity in marketing?

(38:27) What should people do to be more respected to be a CMO?

(46:00) Rapid Fire

"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. 

Find Martin 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 the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley.  She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand.

As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and customer desires; a responsibility she carries with utmost dedication whilst pairing commercial savvy with creative acumen. 

Charlotte also shares some of Bloom & Wild’s codified principles around team structure, customer centricity, and creative thinking that have allowed Bloom & Wild to become one of the biggest success stories not only in the category but also in the D2C space. 

What truly sets Bloom & Wild apart is their commitment to going above and beyond for their customers. By employing high-powered data analytics and leveraging their genuine care, they proactively address potential issues like late deliveries and repeatedly “surprise & delight” customers. The future looks bright as the company blooms to encompass broader gifting categories, all whilst preserving the emotional connection that lies at the heart of its exceptional customer experience.

Tune in and share this episode with a marketer you know that will love it! 

👂🏻 Listen on your favorite platform 🎧 : https://link.chtbl.com/scratch

📕Chapters:

00:00 Episode intro

02:30 Guest intro 

04:53 One Challenger brand you’re passionate about right now? 

07:15 Tell us about your role/remit as Chief Customer Officer.

10:45 Do you own a revenue target within the business? Does that sit with someone else?

12:29 You also oversee product which is quite unique in terms of the role - was it always structured this way or did you create this? 

16:00 Commerical understanding is key when you’re trying to be a marketer who matters at the C-suite level. 

17:16 What are the principles/practices that have contributed to Bloom & Wild’s incredible growth over the past decade? 

23:40 Is there a process/budget around this strategy of “surprising & delighting” customers? 

26:56 How do you balance being data-driven and being idea led when it comes to product innovation? 

29:42 You tested bricks & mortar retail as a channel, what made you decide to cut it even in light of traditional wisdom? 

32:38 How are you thinking about the next 10 years of growth to become a true rival brand? 

36:50 How do you “stretch” the Bloom & Wild brand to spread into new categories? 

39:55 Lightning round- Biggest Win? 

40:33 - Biggest struggle? 

41:00 - Best marketing resource 

42:38 - Biggest lesson you’ve learned? 

43:26 - One thing CMOs should do differently after listening to this? 

❓Mentioned in the Show: 

📲AMP community for CMOs - If you’re a brand-side marketer and want to join, check it out here - https://www.wearerival.com/amp-group

 Pentire Drinks: https://pentiredrinks.com/

 "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. 

Find Charlotte on Linkedin. @charlottelangley

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 enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent. 

Together, they explore the dynamic interplay between high performance and sustainability, emphasizing its significance in establishing a strong brand identity. Henry sheds light on the strategic approaches and innovative initiatives undertaken by Formula E, highlighting the power of disruption in today's competitive business landscape. Join them as they delve into captivating topics such as audience engagement, content creation, and the broader implications of being an innovator within a sport that has such a foothold in the consumers' minds. Get ready for a thought-provoking discussion filled with valuable takeaways that can help you adapt and scale your marketing strategies. Tune in, we had a lot of fun recording this one!

Watch the video version of this podcast on Youtube.

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here - https://www.wearerival.com/amp-group ]

Chapters:

(00:00) Intro

(4:10) What challenger brand are you passionate about?

(7:45) Where is Formula E right now?

(11:00) How did you differentiate your brand?

(15:30) What role does 'purpose' play in your marketing strategy?

(29:30) How do you know when to stick with tradition and when to make changes?

(36:30) Media company marketing model

(44:00) Lightning round

Mentioned in the Show:

• Drive to Survive: The Impact on F1
• Formula E’s Drive to Survive

"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. 

Find Henry 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, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in the world, Call of Duty: Modern Warfare 2. With a career spanning over 15 years, Matthew has led global marketing at Twitch, Spotify, PlayStation, SoundCloud, and Ticketmaster, and has a wealth of experience in transforming challenger brands into industry giants. He shares his insights on understanding and connecting with your audience through testing, research, and community engagement, and also emphasizes the importance of maintaining a strong in-game experience.

Additionally, the conversation touches on the value of strategic partnerships and collaborations within the gaming industry, including working with franchises like World of Warcraft, Diablo, and Overwatch. Matthew highlights the benefits of learning from successful brands and leveraging their expertise to drive innovation and growth. The episode also explores regionalization strategies, influencer marketing, and the importance of staying agile and open to emerging opportunities in the ever-changing landscape of the gaming industry.

Watch the video version of this Podcast on YouTube.

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here}

Chapters:

[03:20] Intro

[04:20] What challenger brand are you most passionate about?

[08:20] How do you balance between being relevant and driving scale for a game like Call of Duty?

[13:30] What process did you go through when you were new to this role?

[24:00] What are the ways that you find to stay on top of all the changes happening in the MarTech Ecosystem?

[27:20] A billion-dollar revenue in 10 days, what's next? Where do we go from here?

[32:05] What lessons have you learned from COD's launch that can apply to other marketers?

[33:40] What is the flywheel for my business?

[34:40] 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 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 Matthew on Linkedin.

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

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 Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers.

Together, they explore the art of truly understanding your customers and consistently delivering content that sparks their curiosity. Jaclyn emphasizes the significance of strategic communication methods, including new channels which are still growing, in establishing a robust online presence. Moreover, she sheds light on the concept of identifying your brand's "carrier pigeons" – the key individuals who can ignite a ripple effect of excitement and viral discussions.

They discuss various metrics to measure ‘talkability’  such as the "Impact ratio”, and  “Attention Score” - a valuable tool for evaluating campaign performance by considering factors such as engagement and media spend. She also talks about recognizing the need for a quick and decisive team to launch impactful campaigns, especially during major events like the Super Bowl. Additionally, they stress the importance of active listening and contributing meaningful insights to discussions, all while extending your brand's reach for a lasting impact.

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here]

Watch the video version of this Podcast on YouTube 🎥.

Chapters:

(00:00) Intro

(04:00) A Challenger Brand you're really passionate about

(14:25) How do you start with 'getting a deeping understanding' your consumer?

(19:30) How do you decide what to say, where to say it, and when to say it?

(25:48) What metrics do you look at to understand whether or not you're driving 'talkability' around the brand?

(34:02) Is there a case study that you can point to about driving buzz?

(42:48) 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 worlds 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 Jaclyn on Linkedin.

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

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.

Join us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham, the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globally for its diverse portfolio and commitment to societal impact. Mark shares his wealth of marketing knowledge on building a brand that goes beyond just products and stands for a purpose that resonates with its consumers. He emphasizes the importance of being relevant, differentiating your brand, and aligning your actions with your brand's broader mission.

Mark also talks about the strategic marketing choices brands need to make to establish themselves as 'iconic', the balance between global scale and local relevance, and how to prioritize in a world filled with marketing opportunities. He underscores the importance of understanding your consumers, learning from failures, and always questioning your brand's relevance to your audience. This episode is packed with invaluable insights into PepsiCo's mission to connect with its consumers on a deeper level. The discussion highlights the significance of purpose-driven branding, customer understanding, and the right cultural fit in the dynamic landscape of marketing consumer goods. Be sure to tune in and learn from one of the best in the business! 

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here]

Chapters:

[03:57] Intro

[05:40] What is the one challenger brand you’re passionate about?

[09:08] How important is authenticity for challenger brands?

[14:25] How does a day look in the life of the CMO of Pepsico?

[17:49] How do you get the insight onto ‘what you need to do’ to be relevant and iconic?

[21:09] How do you use ‘purpose’ in your role as a CMO of so many brands?

[29:30] How do you actually become iconic?

[33:30] Do you have a framework to split investment between splitting things that are actually going to work, and innovating and trying out new things?

[39:20] Driving global scale and local relevance at the same time

[40:50] If you left Pepsi tomorrow, and started your own company, what would you do in the first 30 days to build an iconic brand from scratch?

[43:40] Lightning Round

Watch 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 worlds 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 Mark on Linkedin.

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.

Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a metoeric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda’s marketing strategies that focus on trust, consistency, differentiation, and cultural relevance.

Magdalena emphasizes the importance of having a product that speaks for itself and encourages word-of-mouth marketing and stresses on the need to be agile and creative while setting up tracking and KPIs from the outset. She also discusses why hiring the right people, establishing processes, and organizational structures is a must, along with measuring the effectiveness of campaigns to ensure they resonate with the target audience.

The discussion also covers the challenges faced by traditional financial institutions, the impact of regulations on growth, and the value of building a strong brand identity that is culturally relevant. The episode is packed with valuable insights into Bitpanda's mission to make investing accessible to everyone. The discussion underscores the importance of data-driven marketing strategies, having a strong brand identity, and customer-centric approaches in the competitive fintech landscape.

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here]

This episode is a must-listen for those interested in understanding the workings of a successful fintech unicorn and the intricacies of marketing a hyper-growth start-up.

"Scratch" is a production of Rival, a marketing innovation consultancy that helps businesses grow faster by developing effective strategies and capabilities.

Chapters:

00:00 - Introduction

04:50 - What is BitPanda?

06:25 - Ice breaker - What challenger brand are you the most passionate about?

08:50 - Scaling to 4 Million Customers

13:12 - What are the key pillars in your marketing Playbook?

15:50 - What is the balance in being culturally relevant?: Top-Down (Global to Local) or Bottom up (Local to Global)

21:25 - What are the things that a head of marketing or CMO of a pre-revenue business should be focused on?

24:35 - What advice would you give to early sage marketers?

27:14 - What changes in terms of priority after revenue starts coming in?

30:45 - What changes with 7-figure customers, and unicorn status- for a marketer?

36:30 - How do you make change happen fast?

39:00 - Lightning Round

Every week, Eric interviews the CMO of a challenger brand, 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.

Watch the video version of this Podcast on YouTube.

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 in this week’s episode, he’s joined by Magdalena Hörhager, the VP of Growth at Bitpanda.

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

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, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission to disrupt traditional radio broadcasting, allowing listeners to tune in to shows from anywhere in the world without being restricted by geographical limitations.

With 75 million monthly active users, TuneIn has become one of the most widely used streaming audio platforms globally. Richard highlights the importance of offering a better user experience to encourage adoption, using examples from industries like Uber, Casper, and Apple to illustrate how disruption can lead to innovation. He emphasizes that a great product should serve as its own marketing, providing an exceptional user experience that attracts and retains customers.

During the podcast, Eric and Richard also discuss the marketing challenges faced by traditional radio broadcasting, the role of brand in the connected home, and the value of companionship provided by radio listening. Tune in to this insightful conversation that highlights TuneIn's mission and the future of radio in the digital realm.

"Scratch" is a production of Rival, a marketing innovation consultancy that helps businesses grow faster by developing effective strategies and capabilities.

Every week, Eric interviews the CMO of a challenger brand, 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.

👉If you’re a brand-side marketer and want to join the AMP community, check out the application form here

Chapters:

(00:00) Rival AMP Community

(5:23) What is one challenger brand that you’re passionate about right now?

(9:35) Does Tesla actually do marketing?

(14:00) Mattress wars

(23:55) Home of Storytelling - Audible

(24:05) What problem are challenger brands trying to solve

(27:00) Being customer-centric the way Amazon is

(28:10) Early days of Uber

(31:55) What is the mission for Tune in

(36:55) "People don’t change for more good, they only change for much better"

(45:00) One thing people should do differently after listening to this episode

Watch the video version of this Podcast on YouTube.

Scratch is hosted by Eric Fulwiler, and in this episode,  he’s joined by Richard Stern, the CEO of TuneIn. 

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

Find Eric on LinkedIn and tweet him @efulwiler. 

Find Richard Stern 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.