Published: Oct. 14, 2019, 9 a.m.
"Bringing truth and trust back to marketing"
Today we will be joined by award-winning advertising professional and author, Ron Tite!
CEO of Church+State, Ron Tite notes that content creators are competing for the consumer’s time, and so he focuses on bringing only good advertising/authentic content to consumers.
Introduction
Welcome to the Lead with Levity podcast. My goal is to interview a diverse set of leaders who are interested in making a big impact on the employee experience and willing to share their perspectives on levity at work.
Today we will be joined by award-winning advertising professional and author, Ron Tite!
CEO of Church+State, Ron Tite notes that content creators are competing for the consumer’s time, and so he focuses on bringing only good advertising/authentic content to consumers.
TIME STAMPS
[03:31] About Church+State
[05:15] Best techniques for internal marketing -- How to inspire employees to get on board
[09:05] Building trust by being authentic i.e. being honest and imperfect
[13:25] How corporate buzzwords can erode trust
[16:09] Ron talks about the dark side of marketing
[22:16] How can organizations compete for attention with a workforce that is used to having messaging that is targeted specifically for them?
[27:08] Viewing employees from a marketing perspective | What makes a great brand?
- What do you firmly believe in? [27:43]
- What actions do you take to reinforce that belief? [29:45]
- The marketing message i.e. How do you then talk about it? [29:56]
QUOTES
--- On Church+State:
- “The phrase “the separation of church and state” is typically applied to the relationship between advertising and content. We believe that, now, any ad can be a piece of content if it’s good enough, and any piece of content can be an ad if it’s authentic enough.”
- “If you’re pumping out content for people to consume, you’re actually competing against Time Magazine. And so, as an individual, you should think the same way and apply the same process and standards to the work that you generate as Time Magazine does.”
- “It doesn’t matter whether you’re a brand, a media company, or a person, we’re all just competing for time.”
---- On convincing employees to join you
- “New behaviours are what lead to growth.”
- “How do I motivate and inspire people to join me? That is based on what you think, what you do, and what you say. People need to know exactly what you believe in, they need to see that you follow that up with actions that reinforce that belief, and you need to talk about it in an honest and imperfect way.”
---- On being honest and imperfect
- “There are two types of honesty. The first is the external honesty with your stakeholders --- You don’t lie to your customers and you don’t lie to your employees. The second one is more powerful, and that is being honest with yourself.”
- “Authenticity is being comfortable with your imperfections. To get people to follow you, you need to build trust. And to get trust, you need to be authentic.”
- “Our imperfections are not bugs, they’re features. And they make us who we are. And that’s what people buy and that’s what people trust.”