Jeff Beer, Fast Company: The Best a Brand Can Be?
Trend chasing does not make for great advertising. It\u2019s not a business model, either. As Jeff Beer, staff editor at Fast Company sees it, advertising is everything a brand does -- from creative execution to the CEO\u2019s political donations. Recorded on location at the 2019 NRF Retail\u2019s Big Show conference, Beer talks about what he\u2019s learned from a career spent reporting on brand advertising and creativity, and what to look out for in the year ahead.\n\nListen to this episode to learn:\n\u2022 Purpose is as unique in a company as it is in humans; with examples from Salesforce, Unilever, Toms, and Patagonia \n\u2022 The customer value of utility versus purpose; and the business impact of scale versus intensity \n\u2022 Does Gillette\u2019s toxic masculinity ad embody the best and worst of modern advertising?\n\u2022 Why Scott Galloway\u2019s prediction of \u201cwoke\u201d as a business strategy will dominate in 2019\n\u2022 Examples of great work from brands (they all use a mix of creativity, distribution, storytelling, and outside-in thinking) \n\nAdditional reading:\nJeff Beer\u2019s Fast Company articles:\nhttps://bit.ly/2NWINWd\n\n2019 NRF Retail\u2019s Big Show recap:\nhttps://bit.ly/2DMR3D3\n\nScott Galloway's 2019 business predictions:\nhttps://bit.ly/2VL1WyD