Branding in the Age of Disruption with Geoffrey Colon
b'\\u201cThe new normal is that there is no normal.\\u201d Geoffrey Colon opened this week\\u2019s episode of the On Brand podcast with these daunting words. Colon, a self-described data punk, DJ, podcaster, and author, serves as a communications designer and Microsoft. He also just released\\xa0a new book on this very topic\\xa0Disruptive Marketing. We discussed all of this and more on this week\\u2019s episode of the podcast.\\n\\xa0\\nAbout\\xa0Geoffrey Colon\\nGeoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he markets search advertising products for Bing. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, The Guardian andThe Los Angeles Times. He has also appeared on NPR and Cheddar TV.\\nColon has written his first book Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal (AMACOM) out now on Kindle, Audio and Hardcover.\\nPrior to joining Microsoft in 2013, Geoffrey was vice president of digital strategy at Ogilvy & Mather, digital community supervisor at 360i, and social media strategist at Bond Strategy and Influence in New York City.\\xa0Colon has done work for and with several of the most influential brands including Spotify, Netflix, American Express, IBM, The Economist, USA Network, WWE, History Channel and Red Bull. He also has worked with several high profile music artists including Britney Spears, Christina Aguilera, The White Stripes, and Moby. He is a graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Mass Communication.\\nGeoffrey is host of the weekly marketing podcast for eccentric minds Disruptive FM, producer and host of video blog series The Disruptive Marketer and regularly writes on LinkedIn, Medium, DisruptiveMarketer.net and the Microsoft Search Advertising blog. He is an avid speaker on the global marketing conference circuit.\\nEpisode Highlights\\nForget the technology. After scaring us about the new normal and the constant disruptions marketers today face, Colon reminded us not to start with the technology. It\\u2019s easy to get distracted by these bright, shiny things.\\nSegmenting or stereotyping? \\u201cSometimes we focus too much on demographics. On millennials and baby boomers. Instead of on interests and roles. Both B2B and B2C marketers can do this.\\u201d\\nWhy engagement matters. At times, digital engagement can be a buzzword in marketing. However, Colon cautions us not to under-estimate simple engagement. \\u201cThis can be entry-level predictive analysis. They want to hear from you. What really motivates your audience?\\u201d\\nWhat business brands can learn from celebrity brands. Colon has worked with many artists and musicians. Due to the disruptions around us, both business brands and celebrity brands have to constantly adapt to stay ahead. Celebrities are small, scrappy, and fearless. This makes them open to trying new things, experimenting, and even failing. You\\u2019ve still learned something \\u2014 even from a failure.\\nWhat brand has made Geoffrey smile recently? \\u201cAerie. They\\u2019re now creating digital ads that use real women instead of models. As a father with daughters that really makes me smile.\\u201d\\nTo learn more, go to his website geoffreycolon.net. You can also connect with him on Twitterand LinkedIn.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'