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November 17, 2017

71: Drew Neisser: Marketing’s renegade talks strategy, story, and courage

This week’s episode of “Marketing Today” is a change of pace — a podcaster talking to a podcaster. Alan engages in a lively discussion with Drew Neisser, whose Renegade Thinkers Unite podcast has recently reached the 50-episode milestone. Neisser is also the founder and CEO of Renegade, an agency that focuses on helping CMOs develop their innovative and strategic thinking, and the author of “The CMO’s Periodic Table: A Renegade’s Guide to Marketing.” 

At the heart of Neisser’s marketing approach is a seemingly simple touchstone: strategy. “If the CMO doesn’t spend enough time on strategy, they’re not going to win,” says Neisser. “And if a CMO has a solid strategy and a big idea, they have an easier job.”

But Neisser also believes a marketer has to possess a certain bravery to succeed, especially at a time when their consumers are seeking brands that take a stand: “I’m in the business of giving CMOs the courage to have their brands mean something.”

Highlights from this week’s “Marketing Today” podcast include:

  • Neisser describes how Ivy League and film school rejections were the best things that ever happened to him. ([2:24]
  • Neisser: “I guess you could say I’m in the business of making the most out of difficult situations.” ([4:54])
  • On Renegade: “We’re in the courage business.” ([6:11])
  • Alan and Neisser talk about all-star CMOs. ([7:44])
  • Alan and Neisser discuss the difficulties inherent in the CMO role. ([12:18])
  • Neisser dishes on content marketing. ([20:25])
  • “Story” — The most overused word in the business. ([24:56])
  • The power of the shoebox — Neisser talks about brands he admires. ([30:23])

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