{"id":6183,"date":"2016-08-29T19:56:51","date_gmt":"2016-08-29T19:56:51","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=6183"},"modified":"2016-08-29T19:56:51","modified_gmt":"2016-08-29T19:56:51","slug":"two-new-yorkers-collaborate-to-be-the-voice-for-restless-brands","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2016\/08\/two-new-yorkers-collaborate-to-be-the-voice-for-restless-brands\/","title":{"rendered":"Two New Yorkers Collaborate to be the Voice for Restless Brands"},"content":{"rendered":"<div class=\"content-list-component text\">\n<p class=\"p1\"><span class=\"s1\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6184 size-full\" src=\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2016\/08\/57a38a942a00002c004f8689-2.jpg\" alt=\"57a38a942a00002c004f8689 2\" width=\"820\" height=\"448\" srcset=\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2016\/08\/57a38a942a00002c004f8689-2.jpg 820w, https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2016\/08\/57a38a942a00002c004f8689-2-300x164.jpg 300w, https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2016\/08\/57a38a942a00002c004f8689-2-768x420.jpg 768w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Anyone who knows me knows I am all about the power of relationships. Every once in a while, something unexpected happens that seems almost too good to be true.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So two months and 53,000 YouTube views ago, I had no idea something this unpredictable would happen\u2026.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Over the course of 5 episodes, we\u2019ve:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s2\"><a href=\"https:\/\/www.youtube.com\/watch?v=MO3QkS2lBQ4\"><span class=\"s3\">trampled on a Chipotle campaign<\/span><\/a><\/span><span class=\"s1\">,<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">discussed <a href=\"https:\/\/www.youtube.com\/watch?v=flx6zVFZzn8\"><span class=\"s4\">when to (and when NOT to) use humor in branding<\/span><\/a> and how James Corden gets it right<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">clarified <a href=\"https:\/\/www.youtube.com\/watch?v=5-dl_xpkldo\"><span class=\"s4\">the liability of cliches and a closely guarded branding secret<\/span><\/a><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">crystallized <a href=\"https:\/\/www.youtube.com\/watch?v=78EpZfLcf9o\"><span class=\"s4\">how a new retail brand is crushing it<\/span><\/a> (with $225 million in sales) in a $40 billion category, and<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">unveiled how GEICO, Oreo and Old Spice <a href=\"https:\/\/www.youtube.com\/watch?v=BVqoRSerpsA\"><span class=\"s4\">use 2 rules that help convert commodities into a must-have brands<\/span><\/a>.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">I am talking about this new collaboration I am super pumped over: <strong><em>The David and Ted Talk Show.<\/em><\/strong><\/span><\/p>\n<p class=\"p1\"><!--more--><\/p>\n<p class=\"p3\"><span class=\"s1\"><strong>The Problem with Branding Today<\/strong><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">This all started a while ago.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">I admit it: I started following <a href=\"http:\/\/www.risingabovethenoise.com\/\"><span class=\"s4\">David Brier<\/span><\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">After seeing his posts and seeing his name pop up everywhere I happened to be reading, I soon discovered he was:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">a kickass branding expert unafraid of telling like it is,<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">someone who had a unique viewpoint<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">a fellow New Yorker<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">funny as hell and<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">wrote case studies that (contrary to the usual fluff and BS) crushed it.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">And I kept seeing his branding and brilliant videos appearing in <em>ADWEEK, Forbes, Fast Company<\/em> and <em>Business Insider.<\/em><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Then I saw he was following me too. (Did I say he was a <strong><em>really<\/em><\/strong> smart guy?)<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Fast forward: David reached out to me earlier this year and we instantly hit it off (David reminded me of the branding equivalent of myself \u2014 except my focus is social marketing and relationship building, and not branding, with the other notable difference being he\u2019s kept more of his hair <\/span><span class=\"s4\"><strong><em>below<\/em><\/strong><\/span><span class=\"s1\"> the nose and <\/span><span class=\"s4\"><strong><em>above<\/em><\/strong><\/span><span class=\"s1\"> the eyebrows\u2026 #LOLOLOL).<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><strong>Shaking the Tree to See What Falls<\/strong><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The idea: with today\u2019s Webosphere filled with books and videos from the insightful minds of Seth Godin, Gary Vaynerchuk, Donny Deutsch and Shark Tank stars:<\/span><\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><span class=\"s1\"><em>What if we discussed very real, very down-to-Earth topics of social marketing and branding, providing a voice that isn\u2019t out there?<\/em><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><em>With some street smarts like Gary Vee?<\/em><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><em>With actionable and human insights\u2026 anda <\/em><\/span><span class=\"s5\"><em>Return on Relationship<\/em><\/span><span class=\"s1\"><em> bent?<\/em><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><em>But with practical advice from two professionals who have seen it all\u2026 or at least a lot of it?<\/em><\/span><\/li>\n<\/ol>\n<p class=\"p1\"><span class=\"s1\">I looked and found nobody that had two New Yorkers, each of whom is in the ring fighting every day versus somebody sitting on the sideline merely taking notes.<\/span><\/p>\n<p class=\"p5\"><span class=\"s1\"><em>In short, could we provide some immediately useful and practical insights that would help today\u2019s CEOs, CMOs, brand managers, business owners, startups and entrepreneurs?<\/em><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">That became the basis for <\/span><span class=\"s4\"><em>a talk show.<\/em><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">We decided to give it a shot.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The first one got over 4,100 views:<\/span><\/p>\n<\/div>\n<p><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/MO3QkS2lBQ4?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<div class=\"content-list-component embed-asset\"><\/div>\n<div class=\"content-list-component text\">\n<p class=\"p1\"><span class=\"s1\">It was organic like Sonny and Cher\u2026 OR Lethal Weapon. Or for those who have NO idea who THEY are, imagine this:<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">We all know Gary Vaynerchuk, right? What if Gary Vee got together with some other high energy person who could keep up with Gary? Maybe somebody like Grant Cardone (both New York Times bestsellers) who Gary calls \u201cMr. 10X\u201d \u2014 that kind of synergy would be freakin\u2019 cool.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">It felt kind of like that.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\"><strong>Every Brand\u2019s Secret Weapon<\/strong><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Then David told me he\u2019d bring in his \u201csecret weapon\u201d<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In 5 episodes, the videos have already gotten over 53,000 views.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">David\u2019s secret weapon? Social media distribution ninja <a href=\"https:\/\/iboommedia.com\/about-us\/\"><span class=\"s2\">Justin Matthew<\/span><\/a> of <a href=\"https:\/\/iboommedia.com\/\"><span class=\"s3\">iBoom Media<\/span><\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">David\u2019s point confirmed what we both knew: the greatest content is about 20% of the battle. The other 80% is the distribution, getting the word out, getting it seen.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">I couldn\u2019t argue with the logic. I\u2019ve seen it too many times: great content which doesn\u2019t get enough eyeballs. The bankruptcy courts are filled with the remains of those.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">David told me Justin\u2019s response after pitching the concept and sharing a couple of episodes: \u201cThe chemistry between you two is very organic. We have to get these videos seen by entrepreneurs, CEOs, readers of <em>INC, Fast Company<\/em> and Entrepreneur.\u201d<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Justin also shared:<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u201cThere are over 300 hours of video uploaded to YouTube every minute so it is critical that we upload the videos <em>to the <\/em><\/span><span class=\"s2\"><em>right <\/em><\/span><span class=\"s1\"><em>category.<\/em> Videos uploaded to <strong>People and Blogs<\/strong> = 2,354 views\/video average (that includes any viral video stats) compared to the average view count in <strong>How-to and Style<\/strong> = 8,332 views\/video average. So let\u2019s go with <strong><em>How-to and Style<\/em><\/strong> category.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u201cLet\u2019s ensure the titles are engaging with questions and intrigue. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u201cLastly, let\u2019s create a style for the thumbnails so this will work as a playlist and be easy to recognize.\u201d<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The newest episode talks about Old Spice, Oreo Cookies and GEICO and the lesson marketers can learn from them. David came up with the angle: <strong><em>Can You Turn a Commodity into Must-have Brand?<\/em><\/strong><\/span><\/p>\n<p><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/BVqoRSerpsA?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<div class=\"content-list-component embed-asset\"><\/div>\n<div class=\"content-list-component text\">\n<p class=\"p1\"><span class=\"s1\">After seeing that the first 5 episodes hit over 53,000 views, Justin added, \u201cSocial Media is one of the major contributing factors in the success as the three of us combined have over 500k followers and along with titles like <strong><em>Chipotle, What the Hell are you Thinking?<\/em><\/strong> to\u00a0<strong><em>Branding Genius\u2014Old School Tactic Crushes a $40 Billion Market with Ted Rubin &amp; David Brier<\/em><\/strong> which creates interest in potential viewers or the latest video\u00a0<strong><em>Can You Turn a Commodity into Must-have Brand?<\/em><\/strong>\u2014 presenting the title as a question only broadened the appeal<\/span><span class=\"s2\">.\u201d<br \/>\n<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">This is only the beginning of <strong>\u201cThe David and Ted Talk Show.\u201d<\/strong><\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Leave it to a couple of New Yorkers to find a voice that restless brands want to listen to.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Stay tuned.<\/span><\/p>\n<p class=\"p3\"><a href=\"http:\/\/www.huffingtonpost.com\/entry\/two-new-yorkers-collaborate-to-be-the-voice-for-restless_us_57a24abde4b0c863d400058c?\">Originally posted on Huffington Post<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Anyone who knows me knows I am all about the power of relationships. Every once in a while, something unexpected happens that seems almost too good to be true. So two months and 53,000 YouTube views ago, I had no idea something this unpredictable would happen\u2026. Over the course of 5 episodes, we\u2019ve: trampled on &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2016\/08\/two-new-yorkers-collaborate-to-be-the-voice-for-restless-brands\/\">Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[1370,526,928,362,32,358,480,479,30,3],"class_list":["post-6183","post","type-post","status-publish","format-standard","hentry","category-tedrubin","tag-ronr","tag-blogging","tag-brand-advocate","tag-branding","tag-marketing","tag-relationships","tag-return-on-relationship","tag-ror","tag-social-media","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=6183"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6183\/revisions"}],"predecessor-version":[{"id":6186,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6183\/revisions\/6186"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=6183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=6183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=6183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}