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b'\\u201cWhen it comes to HBO it\\u2019s really about quality, distinction, and uniqueness. And looking for stories that haven\\u2019t been told before.\\u201d As Senior Vice President at Warner Media, Jason Mulderig is responsible for everything related to the HBO brand\\u2014from advertising to promotion\\u2014including the new HBO Max streaming service. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Jason Mulderig\\nJason Mulderig\\xa0is SVP, Brand Marketing for WarnerMedia Entertainment & Direct-to-Consumer, responsible for the branding, positioning, advertising, prosocial, and promotional efforts for the HBO Max brand, as well as the HBO brand and streaming platforms, HBO GO and HBO NOW.\\nMulderig joined HBO in 1999 as a marketing assistant in the Affiliate Marketing group. In 2011, he added product marketing to his responsibilities with the launch of HBO\\u2019s first streaming app, HBO GO, and in 2013, he was promoted to VP, assuming responsibility for the HBO master brand strategy and advertising for all brand communications, including the HBO linear channel and digital products. In 2015, Mulderig oversaw the brand positioning, brand development, and advertising campaigns for HBO NOW. He currently oversees the national college ambassador program and promotion of HBO\\u2019s licensed theatrical movies and in 2020, he also took over leadership of HBO\\u2019s brand social media profiles and HBO.com.\\nEpisode Highlights\\nThe challenges of positioning streaming services.\\xa0In the struggle to stand out among the various streaming networks, Jason framed the challenge as it relates to brand positioning: \\u201cWhat is the right amount of content? It\\u2019s the boutique vs. superstore question.\\u201d\\nLaunching a brand in the midst of a pandemic.\\xa0Additionally, COVID-19 presented another set of challenges in the launch of HBO Max, a campaign that was initially built around the NCAA playoffs. \\u201cWe looked for how we could get to a critical mass\\u2014gathering up the long tail of users anywhere we could with high-impact placements online.\\u201d\\nWhat about\\xa0Gone with the Wind?\\xa0Another challenge still was\\xa0Gone with the Wind. Specifically, how the 1939 film\\u2019s romanticized depiction of slavery in the Confederate South is viewed in the wake of the Black Lives Matter movement. Jason talked about how they pulled the movie from HBO Max and \\u201cadded additional context\\u201d to the conversation about the film.\\nWhat should you do in the next five minutes?\\xa0As\\xa0Tom Peters said on this podast, excellence is the best short-term strategy. I asked Jason what you should do in the five minutes after this show: \\u201cContinually go back and look at your messaging, what your purpose is, and what you\\u2019re putting out. Advertising can be so expensive. Are you hitting your audience?\\u201d\\nWhat brand has made Jason smile recently?\\xa0\\u201cI\\u2019d have to say Spotify.\\u201d Jason walked us through how Spotify now owns every aspect of his audio listenership. I couldn\\u2019t agree more. (Remember, you can subscribe to\\xa0On Brand on Spotify\\xa0too.)\\nTo learn more,\\xa0go to\\xa0HBOMax.com.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'