Episode 80: Strengthening Marketing through Internal Branding Efforts with Branden Cobb

Guest Bio

At the heart of smart marketing strategies is the ability to merge innovation with market insights to pioneer courageous marketing strategies that grab customers’ attention, resonate with them emotionally, and launch them into a robust, memorable customer journey. I specialize in multiplying the marketing ROI, triggering growth for iconic brands, extending the brand reach, and strengthening customer acquisition and loyalty.

Recap & Takeaways

Key Takeaways

• • [00:00 – 01:12] Episode summary intro: how fractional marketing can work for you, introducing Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more. The critical role of marketing in building trust, and factoring in employee self-marketing.
  • [01:31 – 02:46] Dane introduces Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more.
  • [02:47 – 04:20] Branden’s background, the impact of COVID on him and the new world of business, and leaning towards fractional work.
  • [04:20 – 05:06] A lift in fractional professionals, financial capability, and availability of work.
  • [05:08 – 05:59] The big difference between being a fractional chief marketing officer instead of being at an agency and doing project-based work.
  • [05:59 – 07:56] Engaging as a fractional marketing professional. Working inside and outside the organization’s resources.
  • [07:56 – 10:05] Internal communications and working with HR, making sure companies are behaving internally consistent with their messages. Employees promoting the brand internally = better employee retention and a magnet for attracting new talent.
  • [10:05 – 12:33] Employee branding, believing in the cause and that translation to success and motivation, and gathering feedback that marketing can use.
  • [12:34 – 13:29] Dan Pink story about using iPads between chef and guest, the improvement in the quality of the food.
  • [13:29 – 14:43] Getting to the real truth of the stories our customers tell us, opening communication between business, employees, and customers.
  • [14:45 – 16:23] Opening communications across department functions, considering the experience of each of these three areas of the business (employer, employee, customer).
  • [16:24 – 18:47] Where does the experience show up in newsletters and training materials? Experience as a subcategory of marketing, and the knowledge and culture an organization creates.
  • [18:49 – 19:57] Gathering together virtually and developing rapport, getting together in person sometimes holds people accountable.
  • [19:59 – 21:53] Gamification’s role and potential in helping teams connect, learn, and develop together. A company-wide NCAA March Madness event and incentive.
  • [21:54 – 24:11] Living in a world of notification overload, and bringing teams together for more than work, but bringing it back to business.
  • [24:11 – 26:50] Culture and subculture as a business grows, getting back to how marketing helps develop those stories and values internally.
  • [26:51 – 29:41] Making easy and streamlined processes for communication so fractional work is not just another step in the process.
  • [29:41 – 30:59] Digital encouragement and engagement.
  • [30:58 – 33:10] What’s changing in marketing teamwork in the next five years — developing LinkedIn presences, employees as representations of brand more so, diversity and values.
  • [33:08 – 35:04] Creating guardrails for how teams and businesses market themselves — connecting who works for a business, making clear non-approved posts are your own opinions.
  • [35:14 – 35:40] If what you write shows up in a company newsletter, how’d you feel about it?
  • [35:42 – 39:11] What Branden is excited about for the future of work: a fractional base, technology like AI, engaged research, and bringing synergy to communication channels.
  • [39:12 – 40:49] Episode recap and connecting with Branden.