Ross Martin, President and Co-Founder of Known, talks about creating brand love, minimizing waste, and making marketing better with our president, Steve Gilman.
You did it. After months of planning and creating, your marketing campaign is now live. Digital ads, social media posts, TV commercials, pre-roll videos — your messaging is everywhere. But after six months of pushing the same message, sometimes to people who are already customers, you have to pause and ask yourself: Are you building brand love or animosity?
Whether it’s targeting the wrong people, publishing bad creative, or even oversaturating the market in an effort to reach as many people as possible, there are numerous ways marketing efforts can harm rather than help your brand. In this episode of Brand Story, Ross discusses the different ways companies waste money and miss opportunities through misguided marketing practices, and shares how we can avoid it. The conversation features stories from Ross’s career working with highly successful brands, and insights on how marketers can help reframe their way of thinking to cut down on waste and still build successful campaigns.
