Watch the Future of the CMO documentary here 🎥 : https://www.youtube.com/watch?v=AXBKelmQomM

In this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing consultant, keynote speaker, podcaster, and university educator. He is the author of 10 books and he joins us today to discuss his latest book, “Belonging To The Brand; Why Community Is The Last Great Marketing Strategy”. In the episode we uncover the 3 mega-trends are that providing the “perfect storm” for community based marketing to win, how to build a sustainable community, and the common pitfalls that CMO’s face when building these communities.

Mentioned in the show:

📕Mark’s New Book

🌹LEGO’s Adult Flowers

📰NY Times The Loneliest Generation

🚨New Episode every Wednesday! Subscribe 🚨

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

⚡️Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch.

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

👋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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Adam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode  we discuss what mindset you need to succeed in the "experience" era, why the next-gen CEO will be a creative, and why he's pushing to have more creative people making business-critical decisions. 

Aside from leading Adobe's creative efforts, Adam is the author of ‘Sorry Spock, Emotions Drive Business: Proving the value of creative ideas with science, and is the host of the Real Creative Leadership Podcast

Connect with Adam on Linkedin - https://www.linkedin.com/in/admo3/

Discussed in the show:

Adam Morgan - Sorry Spock Emotions Drive Business (Book)

Simon Sinek - Infinite Game (Book)

Chip Heath & Dan Heath -Power of moments

Real Creative Leadership Podcast 

🚨New Episode every Wednesday! Subscribe 🚨

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

⚡️Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch. 

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

👋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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marketing executive with two decades of driving growth and leading high-performing teams at GE, Athena Health and Phillips.  As a result she has a wealth of knowledge on what it takes to be a successful marketer in organisations of different sizes, and how to balance speed and process effectively. It was really interesting to hear about her own personal strategies for innovating, being effective and what frameworks she uses when it comes to budgeting for her global marketing teams.

Connect with Kelly on Linkedin - https://www.linkedin.com/in/kstarman/details/experience/

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

New Episode every Wednesday! Subscribe 

Discussed in the show:

HBR After Hours

Atomic Habits

Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch. 

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

Today's episode was hosted by Eric Fulwiler. 

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Eric talks with Delbert Ty, CMO of Coffee Meets Bagel, a challenger online dating app. Delbert came up through the ranks at Procter & Gamble, working on some of the biggest brands in the world for one of the biggest marketing organizations in the world. It’s fascinating to hear how he, as a disruptor and innovator, was able to navigate the organization and do some really exciting work. He also shares how he was able to turn a new telco brand in Singapore into an overnight success with one campaign, and how he’s approaching his new role at CMB in much more crowded and advanced category. We love his approach and his prompt of actually doubling down on ideas that people think are crazy. It’s what leads to impact!

Connect with Delbert on Linkedin and Twitter - https://www.linkedin.com/in/delbertty/

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

Discussed in the show:

Notion's Campaign

Polestar 

Coffee Meets Bagel

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. Today's episode was hosted by Eric Fulwiler. 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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Eric speaks with Eddie Revis, CMO of Magnolia Bakery in NYC. Eddie is “on a mission to show the world that marketing doesn’t have to suck” and he is certainly doing that at Magnolia! He and the team have been launching some amazing campaigns that have been getting mainstream attention and going viral in the US. How does he do it? It’s all about plugging the brand into culture and never stopping at just a good idea, but always pushing towards a great idea.

Connect with Eddie on Linkedin - https://www.linkedin.com/in/edwardrevis/

And check out some of the recent campaigns from Magnolia

https://www.goodmorningamerica.com/amp/food/story/viral-muffins-youtube-star-reprises-role-unveil-latest-86881947

https://wwd.com/beauty-industry-news/beauty-features/tula-skincare-magnolia-bakery-1235307230/

https://patch.com/new-york/parkslope/banana-pudding-beer-here

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In today's episode we have Mint Mobile's CMO, Aron North, join us to discuss everything from how Mint started as a "side hustle" within the business, how they are using marketing to drive true product innovation, and how creative Ryan Reynold's is as a part owner in Mint.

Links to anything mentioned in the show:

https://www.linkedin.com/company/mint-mobile-llc/videos/native/urn:li:ugcPost:6943242261367308288/

https://www.mintmobile.com/ 

https://www.linkedin.com/in/aronnorth/

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

You can also watch this podcast on YouTube: https://www.youtube.com/@Wearerival/

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was hosted by Eric Fulwiler. 

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Jenna sits down with Margo Kahnrose, CMO of Skai. They discuss what it's like to grow a brand and own a place in the market when consumer's have unlimited choices and how you can keep your brand relevant in this ever changing world.  They also cover how the rebrand from Kenshoo to Skai was conceived and why it was necessary along with the changes that all companies in AdTech and Marketing Tech are facing. 

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

Connect with Jenna here - https://www.linkedin.com/in/Jennacummings

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

Connect with Margo here - https://www.linkedin.com/in/margokahnrose/

Check out Skai here - https://skai.io/

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was hosted by Jenna Cummings.

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. In today's episode, we record at our first live event (Zag Out) and wrap up the top Challenger themes of the year and what the key takeaways are for your brand. It was an incredible conversation in front of a live audience and we debated everything from if Crocs are cool or not to if we should be investing in Pickleball... tune in for a special Scratch this week!

Links to stories/topics discussed:

• https://stockx.com/en-gb/crocs-classic-clog-cinnamon-toast-crunch
• https://www.campaignlive.co.uk/article/eos-launches-bless-fing-cooch-shaving-cream-line-inspired-tiktok-creator/1712417
• https://www.wearerival.com/content-hub-articles/pragmatic-purpose-theres-more-than-one-way-to-save-the-world
• https://starface.world/
• https://www.tiktok.com/@liquiddeath/video/7018963011213823237
• https://www.crtz.xyz/password
• https://www.voguebusiness.com/fashion/corteiz-clint-and-the-future-of-streetwear
• https://usapickleball.org/what-is-pickleball/
• https://www.pickleballengland.org/
• https://www.instagram.com/usapickleball/?hl=en
• https://www.theatlantic.com/technology/archive/2022/11/pickleball-pro-sport-popularity-growing/672001/

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Eric talks with Richard Davies, CEO of Allica Bank and ex CEO of Revolut and OakNorth. Richard has helped build three unicorn challengers in the fintech space (the third being as a non-exec for World Remit), but he’s also spent time at big incumbent banks. He has a unique perspective on not only what it takes to build a unicorn, but also what the biggest differences are between how incumbents and challengers go to market and approach growth. Eric and Richard also dig into effective org design models for product and marketing teams and how the Spotify squad model has had a big impact on how he’s approached building teams. Read more here - https://productschool.com/blog/product-management-2/spotify-model-scaling-agile/. 

Connect with Richard here - https://www.linkedin.com/in/richard-davies-1323b2/

Check out Allica here - https://www.allica.bank/

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

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this week’s episode, Eric talks to Maja Neable, Senior Vice President, Chief Marketing Officer Banking & Chief Data & Analytics Officer at BMO Financial Group about let’s say… one of the more innovative marketing campaigns we’ve seen recently! In spring 2022 BMO decided to tap in to the gaming community by creating a discord to help educate and advice this community on personal finance matters. 

There is a lot of insight into how you create an innovative environment for your team, and how to navigate meet your customers where they are - they might even be on the discord!

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. 

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. 

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

-

Additional links:

https://www.bmo.com/main/personal

Recent news

BMO twitch activation, BMO NXT LVL

BMO turns rainbows into bank deposits for at-risk LGBTQ+

BMO and Scotia are the ‘most attractive’ bank stocks

BMO first Canadian financial institution to launch ‘True Name’ by Mastercard

Spoken about on the show

https://knix.com/

https://www.youtube.com/c/SydneyCummings

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.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024