Rebranding is Change Leadership

Rebranding is Change Leadership

How many guitarists does it take to change a lightbulb? Two: One to do it, and another to tell everyone how they would have done it better. Marketers are like guitarists in this way. We just love to amp up our outrage anytime there's a high visibility rebrand (even if they work out just fine most of the time). It's a passtime of ours, really. In my first column for Inc.com (here's all three I've written for them) I use this as a vector for discussing one dimension of leadership's relationship with marketing: Branding and rebranding is mostly about leadership…
Contributing Columnist with Inc.com

Contributing Columnist with Inc.com

I'm pleased to announce that Inc.com has accepted me as a contributing columnist. My column, Community and Conversion, explores the intersection of leadership and marketing. This is keen interest of mine, a differentiator for Three Over Four, and the main thrust of my book Leading in a Social World. The name of the column comes from Nichole Kelly, a marketing exec in the DC/Baltimore area. Nichole's work for a debt relief organization caught my eye as a strong example of building social capital in social media, and I interviewed her for my book. She sees her work as community building…
Another Marketing Profs Published Piece

Another Marketing Profs Published Piece

I was fortunate to be published again in Marketing Profs. This time, I co-authored with the brilliant Nicole Gravagna, a neuroscientist and behavioral design sage. What a thrill to reconnect with Nicole. I always learn so much from her mind. The piece excerpts some concepts from my book, Leading in a Social World. Social media marketers are in (literally) a different head space when engaging in social media, and this biases them to how social constructs actually generate value. It also contributes to strong biases when evaluating the data related to social media marketing's effectiveness, which when you really dig into…
Aaron Templer Published In Marketing Profs

Aaron Templer Published In Marketing Profs

MarketingProfs was kind enough to publish a piece of mine, “Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead".” It's a distillation of a few chapters in my book, Leading in a Social World. In the piece I basically deconstruct social media marketing, and reconstructs it in a customer care space. TL;DR: Social constructs generate value by way of social capital. Leaders interested in generating this kind of value need to think about social groups very differently than marketing segments. It's about reciprocity and democratized relationships, very different than funnel-conversion thinking. Check it out! Aaron
Part One: Marketers (Still) Don’t Do Data

Part One: Marketers (Still) Don’t Do Data

Part One: Marketers (Still) Don’t Do Data This is the first in a five-part series that looks into social media marketing moving into 2021. Part One examines the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In Part Two we’ll take a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three makes some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it…
Part Two: Time to Come Clean About Social Media Marketing

Part Two: Time to Come Clean About Social Media Marketing

Part Two: Time to Come Clean: Organic Social Media Marketing Doesn’t Work This is the second in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In this part we take a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three makes some suggestions on what exactly we should do about it. Part Four takes one of these…
Part Three: Undoing Marketers’ Confirmation Biases

Part Three: Undoing Marketers’ Confirmation Biases

Part Three: Untethering the Intractable: Undoing Marketers’ Confirmation Biases This is the third in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. Part Two took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. This post makes some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it…