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Episode 45: Be Relevant First, with David Wisnom III

Focus Is Your Friend: How to double down on marketing that matters

Release Date: 03/30/2017

Episode 68: Goodbyes Aren't Forever, with Lee Caraher show art Episode 68: Goodbyes Aren't Forever, with Lee Caraher

Focus Is Your Friend: How to double down on marketing that matters

Dear FIFY Listeners This is our final episode of Focus Is Your Friend. Thank you for listening for the past 67 episodes! I’ve really enjoyed bringing the podcast to you and talking with so many smart marketers about how to make traction in this crazy world. I appreciate all your feedback and emails – hopefully they helped us produce an increasingly better show. We’ve decided that we’re going to put our time into a more entertaining, storytelling format. So we’re ending Focus Is Your Friend so that we can bring you something even better soon. (There’s only so much time in a day,...

info_outline Episode 67: An Extreme Marketing Makeover, with Erin Dwyer show art Episode 67: An Extreme Marketing Makeover, with Erin Dwyer

Focus Is Your Friend: How to double down on marketing that matters

Erin Dwyer is a marketing guru with a passion and enthusiasm for the digital world. Erin is currently the SVP of Ecommerce, Social and Digital Marketing for a cosmetics company in Orange County, CA. Erin started her career in the advertising side of the business and has worked at prestigious agencies throughout her career including J Walter Thompson, DDB, Wong Doody and TBWA/Chiat/ Day. She's worked in gaming, software technology and entertainment categories. With digital’s impact on all industries, Erin’s aim is to help companies and brands understand how to use the space and navigate it...

info_outline Episode 66: Put that Plan in Motion, with Glenn Mattson show art Episode 66: Put that Plan in Motion, with Glenn Mattson

Focus Is Your Friend: How to double down on marketing that matters

Glenn Mattson is the president of Mattson Enterprises, a consulting and training firm which specializes in helping you put those plans you’ve spent so much time creating into action. Learn what it takes to connect the dots and ensure success. “I think that's the number one challenge that business owners have is they assume that they know their audience when in reality they know very little about them.”  – Chris Dayley What you’ll learn about in this episode: How to implement the plans you’ve spent so much time creating  How to reach your goals without wasting your...

info_outline Episode 65: Testing for Success, with Chris Dayley show art Episode 65: Testing for Success, with Chris Dayley

Focus Is Your Friend: How to double down on marketing that matters

Drew Neisser, is the founder and CEO of Renegade, an award-winning agency that helps CMOs find innovative ways to break through. He is a true renegade thinker, and he has helped dozens and dozens of CMOs create marketing programs worth writing about, and he has told the story of over 200 of his CMO friends via his Ad Age column and his first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing   “I think that's the number one challenge that business owners have is they assume that they know their audience when in reality they know very little about them.”...

info_outline Episode 64: The Scientific Marketing Method, with Drew Neisser show art Episode 64: The Scientific Marketing Method, with Drew Neisser

Focus Is Your Friend: How to double down on marketing that matters

Drew Neisser, is the founder and CEO of Renegade, an award-winning agency that helps CMOs find innovative ways to break through. He is a true renegade thinker, and he has helped dozens and dozens of CMOs create marketing programs worth writing about, and he has told the story of over 200 of his CMO friends via his Ad Age column and his first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing   “Awareness erodes at about a 50 percent a month rate, so if you can’ t create something that is sustainable over time, don’t bother spending the money.”  – Drew...

info_outline Episode 63: Marketing Tips for the Long Haul, with Brandon Laws show art Episode 63: Marketing Tips for the Long Haul, with Brandon Laws

Focus Is Your Friend: How to double down on marketing that matters

Brandon Laws is the Director of Marketing at Xenium HR. He has helped companies go from twenty people to ninety people with just himself, a coordinator and a very small budget. Learn how to target an audience effectively with small money and big ideas that translate.   “One of our taglines [at Xenium] is ‘developing great employers’ and I think how you do that is you educate them and you continue to provide best practice advice and provide value always.” - Brandon Laws What you’ll learn about in this episode: How to target an audience effectively with small money and big...

info_outline Episode 62: Precision Targeted B2B Marketing on LinkedIn, with AJ Wilcox show art Episode 62: Precision Targeted B2B Marketing on LinkedIn, with AJ Wilcox

Focus Is Your Friend: How to double down on marketing that matters

AJ Wilcox is a digital marketing fanatic who found early success with LinkedIn Ads. He started B2Linked, a niche agency, and LinkedIn Certified Partner. He's a ginger & triathlete. He & his wife live in Utah with their 4 kids, and his company car is a go-kart.   “The most beautiful part about LinkedIn is the targeting. It’s scalable access to professionals at a really granular level.” - AJ Wilcox What you’ll learn about in this episode: The right-sized approach to using LinkedIn and Facebook for B2B marketing Why you need to have a flexible strategy for many budgets A...

info_outline Episode 61: A/B Test and Move, with Mike Porcaro show art Episode 61: A/B Test and Move, with Mike Porcaro

Focus Is Your Friend: How to double down on marketing that matters

Building and growing businesses, from category creation to global expansion, is a passion of Mike Porcaro’s and it's a through-line in his career. He believes that there are few things more satisfying than the sense of accomplishment a team feels when they've achieved what may have seemed impossible just a few months prior.   “A great idea wasn’t great only one time.” - Mike Porcaro What you’ll learn about in this episode: Boomi: the world’s leading integration platform (the software that connects all your disparate systems) How Mike took Boomi from credibility to...

info_outline Episode 60: Badass Your Brand, with Pia Silva show art Episode 60: Badass Your Brand, with Pia Silva

Focus Is Your Friend: How to double down on marketing that matters

Entrepreneur, speaker, and writer Pia Silva is a partner and brand strategist at Worstofall Design where they build "Badass Brands without the BS" for 1-3 person service businesses in 1-3 day intensives. She is a Forbes contributor and has spoken at a host of entrepreneurial organizations including Goldman Sach's 10,000 Small Businesses, Million Dollar Women’s Summit, Squarespace, and We Work. Her company was named top "10 Design Firms Lead By Young People That Are Changing the Way We Look at the World" by Complex. Her book “Badass Your Brand: Impatient Entrepreneur’s Guide to Turning...

info_outline Episode 59: Control the Conversation with Content, with Joe Stradinger show art Episode 59: Control the Conversation with Content, with Joe Stradinger

Focus Is Your Friend: How to double down on marketing that matters

Joe Stradinger began his career as a CPA with Arthur Andersen. His first assignment was in Budapest, Hungary, where he performed business valuations to support the privatization effort of former Iron Curtain countries. Joe eventually transferred to Arthur Andersen Business Consulting where he supported major telecommunications clients such as GTE and MCIWorldCom. In October of 1998, he co-founded Musicforce.com, the Internet's largest retailer focused exclusively on one of the fastest growing genres of music - contemporary Christian music. At Musicforce.com, he oversaw finance and operations...

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David Wisnom III is the founder & Chief Strategist of SightCast Inc., a brand strategy and marketing consultancy. David's background in developing brand strategies covers the spectrum of brands such as UCSF, Huntington Hospital, Stanford Hospital & Clinics, Varian Medical Systems, Mechanics Bank, Wells Fargo Advisors, McDonald's, and Coca-Cola. David's accomplishments include co-authoring the book Before the Brand: Creating the Unique DNA of an Enduring Brand Identity, (published by McGraw-Hill) and most recently authoring “Rebranding the Corporate Enterprise: a Step-by-Step Guide.”

Prior to founding SightCast Inc., David was Managing Director of the FutureBrand, a global strategic branding firm. David was also Executive Director of Landor Associates, the leading strategic branding firm in San Francisco and opened their Chicago office.

David's current philanthropic work includes second term as past Board Chair of Community Gatepath, a 95+ year old nonprofit that provides essential services to children and adults with disabilities. Past roles include President of the Burlingame Soccer Club; Co-founder and Executive Chairman of the SMC Star Soccer Club; President of the Peninsula Civic Light Opera.

David attended the Cate School and Willamette University. He spends his rare free time with his wife, two kids, and lab Macallan fly fishing, cycling, and cooking.  

“If you’re not relevant to your target audience, it doesn’t matter how different you are.” - David Wisnom III

What you’ll learn about in this episode:

  • The biggest mistake people make in branding
  • Why you need to get really clear on your audience
  • Why a new logo is not going to fix your problems
  • The four dimensions of a brand
  • How to do the research needed to understand your audience
  • Why you need to involve nonprofit boards in rebranding efforts
  • What “point zero” looks like in a rebranding effort
  • Why a rebrand has to provide clarity for customers first and then your team
  • Why you should use resources differently depending on the situation

Ways to contact David:

Resources: