4.8 • 18.1K Ratings
🗓️ 14 July 2023
⏱️ 52 minutes
🧾️ Download transcript
In today's episode, we revisit my keynote speech from the Arctic15 conference in Finland back in June 2018. I discuss the necessity of practicality in brand-building and emphasize how businesses must demonstrate resilience in volatile times, whether it's periods of economic instability or shifts in platform algorithms. I also highlight the significance of branding and advertising on social media, yet caution that depending too heavily on a single platform for brand success can be risky. Instead, brands need to be adaptable and follow the attention.As we wrap up the keynote, we transition into a Q&A. I share my thoughts on topics ranging from reducing consumer friction as a brand to the rapid pace at which human attention changes. I even give my predictions on the next marketing frontier that marketers might overexploit!This episode is packed with insights and practical advice to help your brand rise above the noise. I hope you enjoy it!
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0:00.0 | This is the Gary V. Audio Experience. |
0:05.0 | Good morning. |
0:07.0 | So the format that we've set up here is, |
0:12.5 | I'm going to give it 20 or 30 minute, kind of 20 or so minute, |
0:15.6 | keynote, and then we're going to open up for about 20, 25 minutes of Q&A. |
0:20.3 | And so the thing that I really wanted to talk about this morning was a couple |
0:25.0 | of different pillars that I'm seeing in the marketplace that I think will help |
0:28.9 | the individuals in this room. And I think the word that I want to focus on most of |
0:32.8 | all this morning is practicality. I think when I think about the makeup of the |
0:38.0 | individuals in this room, whether they come from a corporate environment, |
0:40.8 | are in a startup, are an entrepreneur, two years into their business, 20 years |
0:45.6 | into their business, I think the thing that really resonates with me is, |
0:49.3 | especially at this point, in the evolution of the internet, which is really |
0:53.8 | what we're all kind of sitting here and talking about. |
0:58.2 | There's a really interesting delta of the people in this audience, |
1:03.0 | in this market of Helsinki in Europe, the US, mainland China, |
1:06.8 | the people that are clearly accelerating are the ones that understand the |
1:11.0 | practicality of the moment, not where blockchain is going, |
1:15.9 | not what television commercials used to do for them, |
1:19.8 | but who's actually marketing and executing in a May, June, 2018 world |
1:27.0 | and taking advantage of where all of our collective attention is and what to do |
1:33.2 | with it based on their business objectives today and within the short term. |
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