Here to Inspire Your Greatness
As I did last quarter, here is my curated list of reads for marketing leaders from Q2 2017.
Let’s warm up with this love letter from a consultant to her favorite client. Author Kelly Mallozzi shares the blueprint to an effective client-consultant collaboration.
Worthy Ideas and Think Pieces
The best bit:
“Maybe don’t ask for answers from your team. Ask for what they learned.
Don’t plan campaigns. Plan experiments.
Don’t act like Aristotle. Act like Galileo.
Because nobody plans to be average. So, starting today: Plan to be exceptional.”
From The Atlantic comes a look at the science that proves leaders lose mental capacities—most notably for reading other people—that were essential to their rise.
Avinash Kaushnik calls for marketers to stop sinking resources into brand content on organic social media as the returns simply aren’t there to justify it.
Airbnb and their agency undertook an internal study to quantify the impact of brand-building on an enterprise. Here’s an abridged version of the study: How to Create Loyalty Beyond Reason: The What, Why and How of Building an Iconic Brand.
Marketing Summer Reads
For me, summer vacations are about R&R&R: rest, relaxation and reading. In between naps, dips in the lake, walks with the dog and preparing barbecued delights, I read. Quiet moments on vacation are a fantastic time to dig deep into a professional topic of interest when I’ve actually got the time to absorb, journal and reflect.
Here are a few suggested book lists for you to consider for your summer reads:
Clare McDermott writes, “Need something to snap you out of your slump? Turn to your fellow marketers for advice about books and a few practical, inspirational and downright fun.” Sample selections include: Business Adventures: Twelve Classic Tales from the World of Wall Street (recommended by Warren Buffet and Bill Gates) and Deep Work: Rules for Focused Success in a Distracted World (blocking off time to focus and think deeply is critical).
Know Thy Market
- Have you used Houseparty?
- Do you know about Zendaya?
- Are you up on the latest hits from AwesomenessTV?
If you answered “no” to any or all of these, you need to check out the Gen Z Power List: Meet the Brands, Platforms and Creators That Teens Love.
“A survey by Havas found 75% of consumers expect brands to make a contribution to their quality of life, but only 40% believe they do. Yet make no mistake that doing so pays: The survey found the stocks of ‘Meaningful Brands’ more than double the performance of stock indices on average.”
“Fringe and niche audiences have grown to become the majority of audiences, so by creating content that embraces the individual, as opposed to trying to fit people into certain boxes, publishers and advertisers will be able to reach audiences in a more effective way than before.”
Elon Musk, Instagram and Cannes
(Or, what the final three items in this quarter’s roundup are all about.)
While I don’t always agree with Mr. Musk, this employee message is masterful.
Disruption continues in the music business. With Instagram, we see a model where the money isn’t in airplay but touring, merchandise and sponsorships all predicated on a direct relationship with fans via social.
And finally, are you like me need to catch up on everything that went down in June at the Cannes advertising festival? Take a look through the Cannes 2017 magazine curated by the Flipboard team.