Making the Brand | Marketing with a Pop Culture Twist
By Brianne Fleming
If you look hard enough, there are marketing lessons everywhere in pop culture. From music, to TV, sports, and movies, brands can identify ways to appeal to their audiences by understanding more about what they love -- what's popular in culture. If musicians, athletes, and actors can build loyal followings, brands can follow suit.
Join your podcast host, Brianne Fleming, to chat about pop culture trends (past and present!) that will inform your marketing strategy and help you build your own audience of adoring fans.
In the marketing and social media field, we always hear the term “authenticity.” This speaks to presenting your true self with your audience, rather than portraying a facade.
Jessica Simpson exemplifies authenticity in her new memoir, Open Book. She lets herself be vulnerable and bravely puts everything out there. No topic is too personal or humiliating to address.
Whether you simply want to improve your mental health or find the courage to share more of who you are online, there are many takeaways inspired by Jessica Simpson and Open Book.
Ryan Reynolds is certainly a successful fixture in popular culture. You may love him for his movies, his looks, or his charm, but I love him for something more: his creative genius.
In February 2018, Ryan Reynolds acquired a stake in the liquor brand, Aviation American Gin. Along with a small but mighty marketing team, he has helped take the company to new heights with some of the most clever marketing campaigns we’ve seen in a long time.
Who could forget their incredibly swift move when they hired the infamous Peloton wife for a commercial?
But the brilliant marketing hasn’t stopped there. Fast Company named the Aviation Gin one of the most innovative brands of 2020, in large part to their quick responses to pop culture moments.
On the latest episode of the Making the Brand podcast, I had the pleasure of chatting with Adrian Molina, the senior brand manager behind Aviation Gin, and social media expert and professor, Dr. Karen Freberg.
It turns out that other companies should be taking notes on what Aviation Gin is doing. Pour yourself a negroni (Ryan’s favorite drink!) and listen in to hear the method to their madness.
Not like he needs the followers but, @vancityreynolds
I don’t advise brands to brush up on popular culture or trending topics just because it’s fun to chime in with a cheeky meme, remark about celebrity news, or contribute to a viral dance challenge. I do it because this approach is one of your strongest marketing strategies.
In this episode, I break down the benefits of incorporating popular culture into your social media content and share lots of examples!
Show notes: https://briannefleming.com/pop-culture-and-social-media/
Fangirls aren't just for boy bands. Nope, BRANDS need them too.
Cultivating your audience to become passionate superfans will grow your company faster than chasing down leads.
Here are six steps to turn ordinary customers into passionate groupies.
Read more on BrianneFleming.com
If you didn’t make up dances with your friends, did you even have a childhood?
Well, kids these days are making dances, posting them on TikTok and becoming viral sensations.
But why? Is it really that simple?
In this episode, we break down why TikTok is such a huge success and what makes it different than every other social media platform we've known to date.
Social media encompasses several different platforms that we all know and love, but for your strategy to succeed, you can’t treat them all the same.
From Facebook to Instagram, Twitter to YouTube, and LinkedIn to now TikTok, each channel has their own considerations when it comes to content, voice, and audience expectations.
To explain the need-to-knows for these social media channels a little further, I thought I’d get a little help from my Friends.
Rachel, Phoebe, Monica, Chandler, Ross, and Joey.
Download your free brand voice word bank here!
Just when you thought you were in full-on Christmas vacation mode, I’m reminding you that marketing lessons are always around us. It turns out there’s even a takeaway from the Christmas cards adorning your refrigerator.
In this episode, we discuss break down the Christmas card trend and why it's effective. You can apply the same learnings to your marketing message.
See full post: www.briannefleming.com
It seems like I can’t go a Sunday morning without seeing a Boomerang of clinking mimosas on Instagram. As much as I love mimosas, this bothers me.
Look, I’m not here to rain on anyone's parade — if you’re on social media to have fun and cheers to living your best life, I support that. But if you are a person or brand that actually wants to be compelling, Boomerangs aren’t doing you any favors.
Here's why Boomerangs are failing your audience, plus what to post instead.
I consider this a public service announcement!
Every time I see another small business in my community shut its doors, I think about the 1998 modern classic, You’ve Got Mail. Remember when Meg Ryan's character, Kathleen Kelly, was forced to close The Shop Around the Corner because of corporate takeover?
Well, Instagram wasn't around in 1998 and small business owners have the power of Instagram to reach potential customers. But many brands are doing it wrong!
Take a listen for some amazing tips small businesses can apply to grow on Instagram.
I admit, Elle Woods is probably not the most scholastic example of a successful person. For starters, she’s a fictional character, but it turns out there is a lot we can apply from her story in Legally Blonde.
The entire premise of Legally Blonde is rooted in goal setting and proving yourself, despite doubt or lack of experience. If you’re trying to advance in your company, position yourself as a thought leader, start a business, land a new job, or even change careers, listen to this episode for five things you can learn from Elle Woods.
Ariana Grande said it first... happiness is the same price as red bottoms. In these lyrics, she is of course referring to Christian Louboutin luxury shoes. At $800 and up, why are these heels such a cultural phenomenon? It's not because people like the color red. It turns out, there's a scientific reason that the rich and famous, and everyone in between, is obsessed red bottoms. In this episode, I break down Jonah Berger's STEPPS framework which explains it all.
Before there were bloggers, there was Carrie Bradshaw and her column in the fictitious publication, The New York Star. I like to think that Carrie’s character on Sex and the City paved the way for women to be unapologetically themselves and write about how they see the world.
I sat down with my good friend Gina to discuss Carrie and Sex and the City’s influence on marketing, blogging, and social media. By the end of this episode, I hope you're inspired to start your own blog!
If you think Dancing With the Stars is for washed up celebrities, you're wrong. It turns out there's a huge lesson we can learn about personal branding from the brave contestants who appear on the show.
Contrary to popular belief, there's nothing basic about the pumpkin spice latte. In fact, it is the most successful seasonal drink of ALL TIME!
In this episode, we discuss the pumpkin phenomenon and how brands can create a frenzy of their own.
Grab a box of tissues! If you're a fan of NBC's This Is Us, you're going to want to hear how you can take these pointers from the show to upgrade your brand's storytelling. This episode also features tips from the book called Stories That Stick by Kindra Hall.
It seems as if there is a song to overcome every personal obstacle — a breakup, low self-esteem, a tough workout, or even the loss of a loved one. There is inspiration in lyrics everywhere you turn.
But sometimes, songs can even help us navigate challenges in the workplace.
At first listen, you might think “As Long As You Love Me” by the Backstreet Boys is about a romantic relationship, but if you listen closely, you’ll learn that it actually offers advice about your marketing strategy.
Take a listen to hear the advice for yourself.
Perhaps Phoebe Buffay is the most enterprising character in Friends. With an unconventional education background, Phoebe worked some odd jobs in her career. Before becoming a masseuse, she mugged people on the street. She also had brief stints as a telemarketer, Monica’s waitress and catering partner, and an extra on the set of Days of Our Lives.
But Phoebe’s true passion is her music, and although she never reached superstar status, she still understood the importance of marketing herself.
In this episode, we go over why your email list is your biggest marketing asset, yes, even in the age of social media.
Lizzo's single, "Truth Hurts", has been #1 on the Billboard charts for five weeks straight! It turns out, brands are getting in on the action. In this episode, hear how companies like Walmart, Target, and Delta Airlines are capitalizing on Lizzo's cultural relevance and singing along on Twitter.
Twenty years ago, I was a young teeny bopper reading all the teen magazines I could get my hands on: Tiger Beat, J-14, Bop. My fascination with 90s and early 2000s pop culture inspired more than just my childhood crushes -- it led me to pursue a career in marketing. On this episode, meet your fellow fangirl, Brianne Fleming, and hear about the marketing lessons I'll share on this podcast. Every takeaway will be wrapped up in a memorable pop culture reference, past or present.
Follow me at www.briannefleming.com