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Speaker 1: Culture is like blood in a human being. It travels

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Speaker 1: through all the organs. It makes sure your brain is functioning.

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Speaker 1: It makes certainness you can walk and talk. It pumps

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Speaker 1: your heart. Nothing happens in the human body without some blood.

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Speaker 2: Brou for me.

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Speaker 1: In business, culture is the thing that runs through everything.

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Speaker 1: It touches every facet of business and life.

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Speaker 2: He everybody, welcome to another episode of butter Nomics. I'm

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Speaker 2: your host, Brandon Butler found the CEO of Butter ETL

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Speaker 2: And today then we got a superstar in the building. Man,

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Speaker 2: we got a legend up in here. I made the call,

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Speaker 2: I put the bad signal out. You know what I'm saying,

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Speaker 2: he answered, I'm just appreciative. You know, it's not awt

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Speaker 2: when we get somebody that's caliber up in here. Man,

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Speaker 2: But what the one only mister dear O, DC Cobb

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Speaker 2: and DC. How you doing? Bro? About what doing any better? Brother?

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Speaker 2: Be a criminal offense? See yeah, see man, Hey man,

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Speaker 2: appreciate you pulling up to the pod man. Yeah, appreciate

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Speaker 2: you inviting me. Man. Absolutely proud of you too. Brother. Oh,

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Speaker 2: thank you so much doing the thing for a minute now,

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Speaker 2: hey man, that means a lot, especially coming from a

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Speaker 2: legend like you. Brother. Now, normally, you know a lot

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Speaker 2: of podcasts people say tell us about yourself or introduce yourself.

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Speaker 2: We do something a little bit different here at Better Nomics.

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Speaker 2: You know, we embrace technology. So what I did was

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Speaker 2: I went into chat GPT and I said, chat GPT,

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Speaker 2: tell me who mister Darryl D. C cobbin is. And

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Speaker 2: it not even done that. It came back with like

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Speaker 2: fifty pages, and then I had to condense it down

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Speaker 2: a little bit. So look at Jay, I'm gonna read

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Speaker 2: you and chat GBT says about you. I do for

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Speaker 2: all my guests. Okay, says about you. You let me

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Speaker 2: know if we need to make a phone call. If

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Speaker 2: it's on track, it might be capp. I think it's

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Speaker 2: missing some stuff. Right, we go see, let's hear, let's

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Speaker 2: just do this. Darryl D. C cobbon is a season

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Speaker 2: marketing executive and brand strategist with the track record of

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Speaker 2: transforming brands into market leaders. He is a managing partner

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Speaker 2: at Brand Positioning Doctors, a consultancy that specializes in sharpening

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Speaker 2: brand architecture and positioning. Before founding his firm, DC held

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Speaker 2: significant roles at major corporations. At the Coca Cola Company,

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Speaker 2: he served as vice president of the Sprite brand, where

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Speaker 2: he played a pivotal role in making Sprite the fastest

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Speaker 2: growing soft drink in the US. Later, as Chief marketing

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Speaker 2: officer at boost Mobile, he led the company from a

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Speaker 2: startup to nearly two billion in revenue within four years.

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Speaker 2: That's billion with B and he also establishes the fastest

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Speaker 2: growing non contract wireless brand in the United States. He

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Speaker 2: has also served as executive vice president of marketing at

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Speaker 2: twentieth Century Fox, contributing to the marketing strategy for Avatar,

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Speaker 2: which became the highest grossing film at its time of release.

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Speaker 2: DC co hosts Brands, Beats and Bytes podcasts, where he

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Speaker 2: discusses marketing, technology, and culture, and his work has been

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Speaker 2: featured in various publications and books, including The Tanning of America,

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Speaker 2: great book, I've Read That, The Romancing the Brand Read

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Speaker 2: that too, and The Big Payback not just my favorite

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Speaker 2: James Brown song, but also a great book. He is

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Speaker 2: also known for integrating social purpose into marketing strategies. At

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Speaker 2: boost Mobile, he partnered with Rock Corps to encourage community

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Speaker 2: service among young people, a move that not only benefited communities,

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Speaker 2: but also enhanced brand loyalty. DC is a graduate of

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Speaker 2: Clarke Atlanta University, where he earned his undergraduate degree and

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Speaker 2: NBA in marketing, and he resides in Atlanta, where he's

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Speaker 2: actively involved in initiatives such as the A Pledge and

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Speaker 2: aimed at increasing diversity and inclusion in the marketing industry.

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Speaker 2: I got two words. Who that that's you, brother, Avatar,

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Speaker 2: Sprite boost Mobile. Yeah. Man, you've touched some of the biggest,

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Speaker 2: most iconic brands in the last I don't know, man,

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Speaker 2: ten twenty thirty years. How does it? How does when

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Speaker 2: you look back on it? Does it? What do you

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Speaker 2: think when you hear that? When you hear like a

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Speaker 2: bio like that?

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Speaker 1: I'm reminded of a speech by Steve Jobs. So he

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Speaker 1: was doing a commencement speech at Stanford, and one of

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Speaker 1: the parts of it Brandon.

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Speaker 2: He said that.

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Speaker 1: When you live in your life, you don't really understand

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Speaker 1: what's happening, but when you look back, you're able to

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Speaker 1: connect the dots and it makes sense. So looking back,

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Speaker 1: I think, wow, I understand how those dots are connecting

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Speaker 1: for me and my life. But while I was doing

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Speaker 1: any of that, I had no idea, the impact that

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Speaker 1: it would have. Absolutely when you're where you're kind of

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Speaker 1: in the weeds, it's hard to see it sometimes.

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Speaker 2: Right, No, no idea.

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Speaker 1: If someone told me that things that I've worked on

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Speaker 1: thirty years ago, twenty years ago, ten years ago, and

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Speaker 1: ten months ago would all be talked about today, I

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Speaker 1: would have thought you lost your mind.

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Speaker 2: Yeah, but again when you even sit here and think

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Speaker 2: about things like, you know, the amazing Workie did at

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Speaker 2: Coke and Spread, I mean you know that culture. Sure,

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Speaker 2: that company was obviously a little bit different back in

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Speaker 2: the day, very and you know we're at a different time now, right,

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Speaker 2: so you know people see you know, whether it's more diversity,

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Speaker 2: just more you know, faces and places that are normally there.

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Speaker 2: Like when you think about that time when you were

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Speaker 2: doing that work, and really Sprite was really the first

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Speaker 2: brand really embrace hip hop culture in a lot of

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Speaker 2: different ways in the world in the Hurrul and you

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Speaker 2: helped lead that. Like what did you see that people

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Speaker 2: in general didn't see at that time?

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Speaker 1: There's a reality, Brandon that most of us have to

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Speaker 1: deal with, I would dare say all of us. And

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Speaker 1: I'm explaining like this, so excuse the mic here, but

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Speaker 1: you're about to hear something.

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Speaker 2: Okay, that's a pop. Okay, that is the.

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Speaker 1: Sound of the bullet leaving the chamber of a gun

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Speaker 1: on your first day at work, and that bullet is

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Speaker 1: coming toward you. If it's not if it's going to

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Speaker 1: get to you, it's when that bullet is going to

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Speaker 1: get to you, you wanna get taken out right or

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Speaker 1: you're gonna decide to leave. Yeah, recognizing that throughout my

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Speaker 1: entire career, I made a decision that I was going

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Speaker 1: to do what I wanted to do, and if someone

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Speaker 1: was going to shoot me, I'm going out with my terms.

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Speaker 1: On my terms, and by the way, I also have

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Speaker 1: a nine, so I'm going to spray back. What that's

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Speaker 1: set up is the ability to have folks around me

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Speaker 1: who taught me and who believed in me and our strategy,

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Speaker 1: that had the gumption to say we can go deep

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Speaker 1: into the roots of hip hop at a time where

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Speaker 1: nobody even knows what this thing is at a corporate level,

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Speaker 1: and if it works, we'll all do well. But if

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Speaker 1: it doesn't, we will all be fired. I'm okay with

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Speaker 1: those risks, And so seeing it back then you kind

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Speaker 1: of again sawm between the lines. I mean, y'all were again,

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Speaker 1: you know, from everything from obey your first even I

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Speaker 1: remember growing up and just starting to see you know,

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Speaker 1: rap and hip hop and these commercials, right like when

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Speaker 1: you were going through that, what's one of your most

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Speaker 1: memorable moments at that time when you were kind of

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Speaker 1: putting that stuff together. First one was strategy data in strategy,

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Speaker 1: so the data at the time said that while the

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Speaker 1: Sprite brand hadn't been growing for a decade, that in

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Speaker 1: small pockets around this country at a zip code level branding,

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Speaker 1: the brand was doing I eight, where was it doing

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Speaker 1: I densely populated urban areas, who was driving the entire

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Speaker 1: non alcoholic beverage category young males, African American and Latino.

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Speaker 1: That's where Sprite was doing well. So the data supported

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Speaker 1: where we were going. And then the other strategy point

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Speaker 1: was that once we shifted from my life to spreading,

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Speaker 1: you to obey your thirst, which is based on three

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Speaker 1: other words, trust your instincts. So that was the internal

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Speaker 1: thing externally expressed as a thirst. At that time, we

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Speaker 1: knew there's nothing going on in the world that's more

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Speaker 1: about someone obeying their thirst than somebody with a mic

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Speaker 1: or somebody break dancing or somebody doing graffiti or somebody

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Speaker 1: scratching on the ones and twos. No culture manifest obey

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Speaker 1: your thirst at a strategy level better than hip hop.

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Speaker 1: So that's why we made that bet.

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Speaker 2: You said something really interesting there, like you saw the data,

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Speaker 2: but from that data, you saw the insight, right, And

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Speaker 2: I think and so I want to I do want

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Speaker 2: to go a little bit deep with you on this

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Speaker 2: for a second, because do it. You know, Atlanta's a

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Speaker 2: very entrepreneur It's very hustle focused city. Yeah, but at

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Speaker 2: the same time, man, hustle can only take you so far.

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Speaker 2: And I think for a lot of times what people

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Speaker 2: kind of fall into the trap around here is because

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Speaker 2: they don't necessarily have the corporate experience. They don't know

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Speaker 2: how to put certain things together. Like they always say,

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Speaker 2: like working in corporate teaching you how to work, and

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Speaker 2: you get to work on big things. It's not always

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Speaker 2: all on you like to do different stuff. But what

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Speaker 2: I want to talk about, though, is the idea of

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Speaker 2: strategy is I think something in general that a lot

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Speaker 2: of entrepreneurs miss and they might do it some of

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Speaker 2: it instinctually, but I don't think they really sit down

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Speaker 2: because I talk to a lot of folks, right, everybody

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Speaker 2: wants to get into the doing part. They don't want

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Speaker 2: to get into the strategy part. It's the same thing

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Speaker 2: when I talk to people about marketing, right, Like I

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Speaker 2: tell a lot of y'all confuse marketing would advertise it.

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Speaker 2: It's two different things. So let me ask you, as

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Speaker 2: a as a master strategist, how do you define strategy

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Speaker 2: and how do you work on putting strategy together? Like

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Speaker 2: what's your approach and putting stategygether for a bread.

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Speaker 1: Everything starts with data, okay, And to your point, with

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Speaker 1: the hustle culture, and there are benefits to hustle. Absolutely, yeah,

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Speaker 1: I love that about Atlanta. Thinking is work too. One

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Speaker 1: of my mentors taught me that. So at the beginning

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Speaker 1: of Sprite, and I would dare say, at the beginning

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Speaker 1: of any major enterprise, someone has sought out the right data.

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Speaker 1: And when you seek out the right data before that

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Speaker 1: you have to have the right questions. That requires thought.

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Speaker 1: So for Sprite, it was yes, when you average the data,

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Speaker 1: Sprite's not doing well well.

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Speaker 2: Brandon. If you put if we laid you on this

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Speaker 2: table and we put.

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Speaker 1: Your head in an oven and we put your feet

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Speaker 1: in a freezer, you might have an average body temperature,

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Speaker 1: but you be very uncomfortable, yes, because you'd be missing

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Speaker 1: the details, all right. So for us, our questions were, yeah,

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Speaker 1: it might be average, but if we take away distribution

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Speaker 1: advantages and we just break it down to one facing

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Speaker 1: of sprite versus one facing of coke or one facing

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Speaker 1: of seven up, how does it do.

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Speaker 2: Velocity? Brother?

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Speaker 1: We find that velocity This is as a result of

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Speaker 1: thinking in these quest questions. Then you can go to

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Speaker 1: we've identified who we call our brand lover, and you

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Speaker 1: can develop a strategy or repositioning based off of that.

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Speaker 1: If you just start doing shit, you miss that, and

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Speaker 1: that's often what hustlers miss. There's another thing I think

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Speaker 1: that the hustlers can relate to, especially.

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Speaker 2: Here in Atlanta.

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Speaker 1: We love hip hop here in Atlanta, just love it.

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Speaker 1: And so in movies and discussions on IG this thing

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Speaker 1: comes up all the time. Who's your top five em cs,

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Speaker 1: who your top five ecs? So people go back and

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Speaker 1: forth about who they think they are. Let's take the

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Speaker 1: thinking part for a minute and apply it to that

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Speaker 1: and then connected to hustle culture, what's your criteria Before

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Speaker 1: we get into that l F p c C l

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Speaker 1: F p CC Lyrical skills like what's what's the word play?

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Speaker 2: How can an MC do storytelling? What's all of that?

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Speaker 2: F the flow? Can they ride the beat? P performance skills?

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Speaker 2: When they get on the stage, do they have presence?

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Speaker 2: Can they control the crowd? See cultural impact? When they

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Speaker 2: do something? Does the rest of the world follow them?

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Speaker 2: And the final sea is the catalog? What have they

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Speaker 2: created that you can point to? Now, let's take that same.

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Speaker 1: Criterion for like, this is how I decide my top

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Speaker 1: five MC's and apply that to hustle culture. What's your skill?

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Speaker 1: What are you known for or you think you could

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Speaker 1: be known for that nobody else can do as well

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Speaker 1: as you?

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Speaker 2: Flow? How are you.

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Speaker 1: Going about your flow and riding out your expertise? How

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Speaker 1: do you ride that thing better than anyone else? Performance?

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Speaker 1: When you are going through a pitch deck or you're

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Speaker 1: trying to get resources, how is your performance? How do

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Speaker 1: you evaluate that? Cultural impact? Have you created something that

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Speaker 1: can actually move the culture?

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Speaker 2: Have you done that?

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Speaker 1: Have you impacted the culture? You have a plan to

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Speaker 1: do that, a business plan to do that? And then finally, catalog.

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Speaker 1: I don't want to know nothing about your LinkedIn. I

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Speaker 1: don't care nothing about your ig post, about what you

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Speaker 1: say you did. I want to know does your catalog

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Speaker 1: stand up to where other people will say, this is

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Speaker 1: what you did. When you do that, then you can

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Speaker 1: hustle harder and more efficiently. Before you do that, In

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Speaker 1: my opinion, it just kind of make a noise.

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Speaker 2: Not the hustler framework man. And I love that, you know,

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Speaker 2: because I'm a big believer in frameworks. I think they help.

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Speaker 2: I know, they just help you kind of think through things.

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Speaker 2: My wonder is that we'll get u some more stuff

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Speaker 2: like your bio started talking about coc colon sprite, Like

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Speaker 2: where did you learn this stuff at? Like how did

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Speaker 2: you even get to that point? What were the things

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Speaker 2: you were doing? What were the blocks the other dots

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Speaker 2: you were connecting before? Then it even got you in

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Speaker 2: that position to even be able to do the kind

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Speaker 2: of work you were doing in the first place.

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Speaker 1: Look to start, I'd never heard of the words brand

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Speaker 1: management before. Brandon, my frat brother, was at CAU in

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Speaker 1: business school before me. He called me and said, Yo,

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Speaker 1: D calls me D, Yo D, you need to come

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Speaker 1: check this out. I wanted to go to law school

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Speaker 1: and so I said that the boy's name is Jeff.

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Speaker 1: I said, yo, Jeff, you know I'm.

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Speaker 2: Going to law school now.

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Speaker 1: Never mind that I had not done one application or anything,

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Speaker 1: but in my head, I'm thinking I'm going to law school.

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Speaker 1: He said, yeah, I know, you're going to law school.

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Speaker 1: But if you get an MBA, you can hire attorneys.

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Speaker 1: And I thought, ooh, that's like a checkmate, that's a bar.

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Speaker 1: So then I went to I went to CEU, and

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Speaker 1: that's where I found out about brand management. So I

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Speaker 1: went to Coca Cola because they used entertainment just broadly

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Speaker 1: to build their brands. Brandon, I saw a commercial commercial

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Speaker 1: was only on BET had Curtis Blow in it. And

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Speaker 1: then I saw another commercial that had heavy d in

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Speaker 1: the boys only on BT, and then the third one

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Speaker 1: that had Kitten play only on BET.

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Speaker 2: So that was the black stuff. And I said to myself, Brandon,

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Speaker 2: if they're willing to try that, just try it. I

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Speaker 2: know they think it's only for the black folks, that's it.

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Speaker 2: It's only one commercial every few years. I get it.

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Speaker 1: But if they're willing to try it, because of my

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Speaker 1: love and knowledge of hip hop, I get in there.

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Speaker 1: I think I could really do something. But when I arrived, man,

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Speaker 1: I failed. I arrived at a time where they recruited

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Speaker 1: NBA's from the best schools in the world business schools Harvard, Stanford,

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Speaker 1: this Duke Darden, Virginia, Oxford. These are the best business

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Speaker 1: Kellogg at Northwestern, best.

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Speaker 2: Business schools in the world.

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Speaker 1: And I did not feel confident that my c au

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Speaker 1: shout the panthers one time, find a wall, make one,

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Speaker 1: make one, make one. I was not confident that my

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Speaker 1: NBA stood up. So I tried to do it their way,

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Speaker 1: and I failed miserably. I also discovered during that process

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Speaker 1: of failing that looking back, I had dyslexia ADHD and dysgraphia.

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Speaker 1: Do you know what dysgraphia? That's when you write like

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Speaker 1: a medical doctor. There's a there's something going on with

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Speaker 1: the brain to the hand, and you have bad penmanship,

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Speaker 1: but you ain't.

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Speaker 2: No doctor, Okay, So that's basically what it is.

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Speaker 1: I failed, and then I made I paused and I said,

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Speaker 1: you know what, if this is not going to work,

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Speaker 1: I can't do it like they do it. I grew

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Speaker 1: up in the trap of Detroit. I went to bed

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Speaker 1: every night listening to gunshots. I saw people doing hip

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Speaker 1: hop things. I know that I haven't gone to like

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Speaker 1: a boarding school. I don't know what that's like. I

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Speaker 1: know what it's like to get through the streets and

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Speaker 1: stay alive.

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Speaker 2: I know what that's like.

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Speaker 1: I know what this music talks about. That what they

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Speaker 1: talk about is what I understood because that's what I lived.

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Speaker 1: Once I made the decision that I know that and

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Speaker 1: nobody else knew it, that was the shift. And so

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Speaker 1: that shift, in addition to the data, is what allowed

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Speaker 1: me and others to make that connection between hip hop

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Speaker 1: and sprite deeper. It started before me with Tom Burrell

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Speaker 1: and what they did in advertising, but what we did,

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Speaker 1: along with Reggie o'jolly creative genius, was do it in

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Speaker 1: a way that had never been conceived.

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Speaker 2: No, it reminds me of the whole idea of you know,

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Speaker 2: be yourself, everyone else is taken. Love that quote, and

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Speaker 2: I think, you know, I remember kind of a similar

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Speaker 2: experience when I got my NBA at Georgia Tech. Like

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Speaker 2: I walked in and you know, I remember I kind

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Speaker 2: of everybody was dressed up. They had their shirt, your

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Speaker 2: jackets on and everything, and I remember kind of saying

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Speaker 2: I was like, look, y'all. We're all here like we

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Speaker 2: already made it. There's nothing else to prove. And you know,

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Speaker 2: I'm not gonna lie. Man. Like I was the black

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Speaker 2: guy in class and in the beginning, people weren't really

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Speaker 2: feeling that, and I just thought I was being myself.

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Speaker 2: And you know I'm not the same thing. Man. When

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Speaker 2: I got there, I got my butt kicked because I

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Speaker 2: had never taken an accounting class before. Oh yeah, you know,

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Speaker 2: I was my background. I was in tech. But let

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Speaker 2: me tell you something. When we got into the market

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Speaker 2: and stuff. Oh man, it's something about creating distance. Oh man,

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Speaker 2: I was. I was walking backwards to the finished line,

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Speaker 2: one of the top students because to your same point, right, like,

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Speaker 2: you started applying just I think, just real world understanding.

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Speaker 2: You started seeing in between the lines. You started seeing

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Speaker 2: how you know there's so many ways we can get

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Speaker 2: between point A and point by entertain me. I kicked

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Speaker 2: ay butt so bad when I did my capstone DC.

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Speaker 2: They accused me of cheating. I worked in that project,

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Speaker 2: did I worked in that project for seven months and

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Speaker 2: they accused you of cheat. We came in first play.

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Speaker 2: We whooped everybody behind so bad, they said y'all cheated.

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Speaker 2: They accused me of cheating. You want to know why

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Speaker 2: they accused me of cheating is because we had to

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Speaker 2: get up there and do a pitch. We had to

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Speaker 2: do a twenty minute pitch to VC's. We had to

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Speaker 2: come up with a business idea. We had to do

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Speaker 2: this pitch. And I've actually done pitch competitions. A lot

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Speaker 2: of people don't know that. Okay, I won the Black

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Speaker 2: Enterprise pitch competition years ago. I probably raised over six

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Speaker 2: figures and do it. I did not know this. You

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Speaker 2: so to your point right presence, Like I remember a

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Speaker 2: long time ago, I had a mentor that told me, looks,

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Speaker 2: get you in the door, talent, get you hired. But

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Speaker 2: the end of the day, it's all about stage presence.

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Speaker 2: What do you doing the lights come on? So I

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Speaker 2: always kind of remembered that, and so I said to myself, well,

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Speaker 2: look man, if we get up here and we try

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Speaker 2: to because everybody was like rehearsing their little script. Okay,

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Speaker 2: you go first and you say this, and then you

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Speaker 2: go first, and I was like, then we ain't doing

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Speaker 2: that shit. I got even better ideas. So what we

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Speaker 2: did was we recorded a video of ourselves doing our pitch.

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Speaker 2: Nobody said we couldn't use video. Yeah, so we just

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Speaker 2: made a video pitch that literally got it, the whole

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Speaker 2: idea down in like three minutes. We had twenty ah

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Speaker 2: and we spent the next twenty minutes going into all

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Speaker 2: the data, all the questions. But our stuff was so tight.

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Speaker 2: Were no fumbling and so back and forth. Oh yeah,

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Speaker 2: the vcs who were judging at the end of every

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Speaker 2: team that went up, they ripped them the shreds. You

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Speaker 2: forgot about this? What about that? You forgot about this?

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Speaker 2: Our group got up there, you know what they said.

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Speaker 2: We got done. We don't have no questions. The only

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Speaker 2: question we got is how did y'all come up with

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Speaker 2: this idea? This is a great idea. That was the

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Speaker 2: only question. That was the only question they had. Because again,

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Speaker 2: when you learn how to put me, you see how

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Speaker 2: the game works, and you've been in situations you got

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Speaker 2: to see in between the lines. You start seeing opportunities.

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Speaker 2: And that's why they accused me. That's why I booked

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Speaker 2: the behind so bad. The accused me. They didn't say

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Speaker 2: we could use video. They wrote a letter to me,

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Speaker 2: to the dean of the school of a business up

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Speaker 2: there and he was like, how's that cheating? That's a

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Speaker 2: dope story. Yeah. Man, So again I think to your point.

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Speaker 2: You know, when you when you see certain things and

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Speaker 2: you understand and you start to understand who you are

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Speaker 2: and you stop trying to be like everybody else or

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Speaker 2: show up how you know you think you're supposed to

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Speaker 2: show up and start being yourself. You see opportunities. One

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Speaker 2: thing I remember you saying is that there are just

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Speaker 2: certain elements of branding that are timeless. Yes, so when

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Speaker 2: you think about that, what what kind of comes to

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Speaker 2: mind when you say, like, there are certain elements that

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Speaker 2: are timeless? M hm.

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Speaker 1: So you know I like frameworks. Yeah, look, I love

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Speaker 1: a good framework. Okay, like frameworks on it, Brandon. We

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Speaker 1: have a framework. It's proprietary brand positioning doctors, and it

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Speaker 1: is a It's a reality.

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Speaker 2: It's not an opinion. And I would like for the

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Speaker 2: folks that are listening.

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Speaker 1: To just test me on this. Okay, every successful brand

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Speaker 1: in the world they are applying one of four strategies

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Speaker 1: to get us to buy either they are centering their

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Speaker 1: brand on what we call a brand lover. That would

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Speaker 1: be like Nike. This is the Nike brand lover. We

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Speaker 1: are talking to this person and this person only if

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Speaker 1: you want to get down with Jordan or you want

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Speaker 1: to get down with Lebron, this is who you need

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Speaker 1: to come to Nike. The second is category reference. So

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Speaker 1: this is where you compare yourself to different brands. That

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Speaker 1: would be like a bounty. What they say is our

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Speaker 1: category is absorbency. Or Harley Davidson, our category is sound.

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Speaker 1: And on the axis of sound, at Harley, we're the loudest,

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Speaker 1: we're the loudest. The third is analogy. That's like State farm.

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Speaker 2: Now we don't think of us as like an insurance company.

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Speaker 2: We're like a neighbor. Think of us like that.

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Speaker 1: That's why we have these neighborhood shops because we want

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Speaker 1: to be neighborly. And the final is the benefit. So

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Speaker 1: what am I gonna get? That would be like Netflix,

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Speaker 1: get all of your movies and your contented TV shows.

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Speaker 1: Tap of a button right here, very easy. These are

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00:23:35,640 --> 00:23:39,320
Speaker 1: the four strategies, all right, each of these four points.

432
00:23:40,280 --> 00:23:44,440
Speaker 1: And so for us in our business, because we know

433
00:23:44,680 --> 00:23:47,879
Speaker 1: this and we know how to craft a statement, we

434
00:23:47,960 --> 00:23:51,240
Speaker 1: call it a statement of meaningful difference or brand creation statement.

435
00:23:51,840 --> 00:23:55,240
Speaker 1: Around the world, everybody calls it a positioning statement. Nah,

436
00:23:55,400 --> 00:23:59,000
Speaker 1: positioning statements they kind of whack. I'll tell you why

437
00:23:59,000 --> 00:23:59,360
Speaker 1: they whack.

438
00:23:59,440 --> 00:23:59,640
Speaker 2: Brother.

439
00:24:00,680 --> 00:24:03,080
Speaker 1: When you do a positioning statement, you start with the target.

440
00:24:03,760 --> 00:24:06,600
Speaker 1: Your competitors know the target too, y'all smart, So y'all

441
00:24:06,640 --> 00:24:10,879
Speaker 1: got the same target. Then after that you go, uh so,

442
00:24:11,240 --> 00:24:14,720
Speaker 1: what's the category where compete Now, well, they got the

443
00:24:14,800 --> 00:24:19,400
Speaker 1: same category. Then thirdly you go, oh, okay, point of difference.

444
00:24:19,680 --> 00:24:22,800
Speaker 1: So that's the one thing, that's the one thing that

445
00:24:22,920 --> 00:24:25,600
Speaker 1: you do that might serve your brand. And then the

446
00:24:25,680 --> 00:24:29,919
Speaker 1: fourth thing is a reason to believe that point of difference.

447
00:24:29,960 --> 00:24:32,560
Speaker 1: That's like a regurgitation of the point of difference. So

448
00:24:32,600 --> 00:24:36,440
Speaker 1: it's like playing baseball with one strike, we give you four.

449
00:24:37,800 --> 00:24:39,840
Speaker 2: That's how we do it. That's how I did it.

450
00:24:39,960 --> 00:24:42,600
Speaker 2: On all of those brands. No, I mean that, Yeah,

451
00:24:42,600 --> 00:24:44,280
Speaker 2: I mean now as you say it, Yeah, all those

452
00:24:44,320 --> 00:24:46,240
Speaker 2: brands do kind of fall into that category, one of

453
00:24:46,280 --> 00:24:48,680
Speaker 2: those categories or you know a little bit maybe of

454
00:24:48,920 --> 00:24:51,359
Speaker 2: something brand. But they say you got to pick a side, right,

455
00:24:51,400 --> 00:24:54,240
Speaker 2: you can't live in the ale. Pick yes. When when

456
00:24:54,280 --> 00:24:57,000
Speaker 2: you when you see this, how the brands cause again,

457
00:24:57,119 --> 00:24:58,399
Speaker 2: like a lot of people don't get to go in

458
00:24:58,400 --> 00:25:01,040
Speaker 2: the same rooms that you go in. So when you

459
00:25:01,160 --> 00:25:04,959
Speaker 2: even go and you explain to start positioning, like how

460
00:25:05,000 --> 00:25:09,760
Speaker 2: do you overcome you know, the the not necessarily agreeing

461
00:25:09,880 --> 00:25:11,840
Speaker 2: or like, you know, any kind of you know, issues

462
00:25:11,840 --> 00:25:13,080
Speaker 2: you might run into and trying to get people to

463
00:25:13,119 --> 00:25:15,080
Speaker 2: really see it in a different kind of way because

464
00:25:15,320 --> 00:25:17,879
Speaker 2: they probably only hurt it one way before. Yeah, like

465
00:25:17,960 --> 00:25:21,200
Speaker 2: we all do all right, So I got dirt.

466
00:25:21,000 --> 00:25:24,680
Speaker 1: A little secret to share here kind of everybody when

467
00:25:24,720 --> 00:25:28,280
Speaker 1: it comes to business development. My business partners and I,

468
00:25:29,400 --> 00:25:33,439
Speaker 1: Larry and Jeff. I'm gonna use Charles Barkley parlance here.

469
00:25:33,920 --> 00:25:38,600
Speaker 2: We are terrible. Yeah, we don't pitch brother, we don't

470
00:25:38,640 --> 00:25:39,920
Speaker 2: do RFPs. We don't do that.

471
00:25:40,880 --> 00:25:44,480
Speaker 1: So we're not in a situation where we are trying

472
00:25:44,520 --> 00:25:48,359
Speaker 1: to convince someone of the efficacy of what we do.

473
00:25:50,080 --> 00:25:54,880
Speaker 1: We get our business to this phone call, text email.

474
00:25:56,040 --> 00:25:59,119
Speaker 1: People know our work and they're like, I want some

475
00:25:59,240 --> 00:26:01,040
Speaker 1: of that. They may not know how we did it,

476
00:26:02,119 --> 00:26:04,280
Speaker 1: but they say I want some of that. So we

477
00:26:04,520 --> 00:26:09,760
Speaker 1: already have a hot lead, if you will, before we

478
00:26:09,920 --> 00:26:12,879
Speaker 1: a hot prospect before we go in. Now, where the

479
00:26:13,040 --> 00:26:16,520
Speaker 1: doubt comes in is usually at the beginning of our process,

480
00:26:16,560 --> 00:26:20,360
Speaker 1: because our process is a workshop. So we do two

481
00:26:20,440 --> 00:26:23,600
Speaker 1: day workshops. We do discovery before and then coming out

482
00:26:23,640 --> 00:26:27,840
Speaker 1: of the workshop, you get an architecture, a brand creation

483
00:26:27,960 --> 00:26:30,600
Speaker 1: statement of what we call a brand activation. Will you

484
00:26:30,640 --> 00:26:34,000
Speaker 1: get these three deliverables? At the beginning, people are suspect

485
00:26:34,080 --> 00:26:36,879
Speaker 1: branded because they're like, come on, now, we got to

486
00:26:36,920 --> 00:26:39,159
Speaker 1: do a workshop. We know what positioning is and that

487
00:26:39,240 --> 00:26:41,000
Speaker 1: kind of thing. These are some of the best companies

488
00:26:41,040 --> 00:26:43,960
Speaker 1: in the world. Once we walk them through our process,

489
00:26:44,840 --> 00:26:51,320
Speaker 1: then they go, oh, you've cracked the code on why

490
00:26:51,560 --> 00:26:56,080
Speaker 1: people buy what they buy and one of the principal

491
00:26:56,160 --> 00:26:58,960
Speaker 1: things that comes out of our workshop, I need to shout,

492
00:26:59,000 --> 00:27:02,000
Speaker 1: my boy, BJ buyin or could branding for explaining this

493
00:27:02,840 --> 00:27:06,400
Speaker 1: is you mentioned marketing and branding and advertising. Most people

494
00:27:06,440 --> 00:27:11,320
Speaker 1: don't know the difference between them. Branding is about defining

495
00:27:12,680 --> 00:27:19,240
Speaker 1: why your brand exists. Marketing is about how you convey it.

496
00:27:20,960 --> 00:27:23,600
Speaker 1: Advertising is one of the tools used.

497
00:27:23,440 --> 00:27:24,040
Speaker 2: To convey it.

498
00:27:25,480 --> 00:27:29,440
Speaker 1: People don't think about it like that. So most folks

499
00:27:29,520 --> 00:27:31,960
Speaker 1: get to your earlier point about hustle culture the doing.

500
00:27:32,200 --> 00:27:35,560
Speaker 1: We need to add we need some content before they

501
00:27:35,680 --> 00:27:38,679
Speaker 1: figure out why their brand exists and how they are

502
00:27:38,760 --> 00:27:41,919
Speaker 1: going to articulate that. You don't get over, but your

503
00:27:41,960 --> 00:27:45,760
Speaker 1: thirst brand. Unless you get trust your instincts, you don't

504
00:27:45,800 --> 00:27:46,040
Speaker 1: get it.

505
00:27:47,560 --> 00:27:49,560
Speaker 2: And now that you connected back to that, yeah, like yeah,

506
00:27:49,600 --> 00:27:53,119
Speaker 2: treasure is just another way of saying but it's interesting

507
00:27:53,160 --> 00:27:56,000
Speaker 2: too because when you even think about it, that leans

508
00:27:56,080 --> 00:28:01,359
Speaker 2: really into you know, what resonates with culture? And right

509
00:28:01,480 --> 00:28:04,760
Speaker 2: now more than ever, I believe you know, everybody's talking

510
00:28:04,760 --> 00:28:07,040
Speaker 2: about cultural relevancy and we gotta be we gotta be

511
00:28:07,119 --> 00:28:10,200
Speaker 2: tied into the culture like these these are the new buzzwords.

512
00:28:10,800 --> 00:28:14,440
Speaker 2: What's your definition of culture? I like to look branding

513
00:28:14,880 --> 00:28:18,639
Speaker 2: at things that do not change.

514
00:28:19,760 --> 00:28:24,000
Speaker 1: And also, dare I say things that are spiritual? So

515
00:28:24,040 --> 00:28:28,560
Speaker 1: I look at nature or I look at humans, and

516
00:28:28,640 --> 00:28:35,080
Speaker 1: I'll say, okay, how are we made? How are we functioning?

517
00:28:35,960 --> 00:28:38,960
Speaker 1: Why do we do as humans? Our human species?

518
00:28:39,000 --> 00:28:41,520
Speaker 2: Why do we do what we do? Okay?

519
00:28:43,120 --> 00:28:50,800
Speaker 1: So comparing a human to the marketing world, right marketing,

520
00:28:50,880 --> 00:28:53,080
Speaker 1: as you said, some people in advertising they do stuff.

521
00:28:53,440 --> 00:28:56,800
Speaker 1: We as humans do lots of things. We do lots

522
00:28:56,840 --> 00:29:01,560
Speaker 1: of things, just like marketers do lots of things. Sometimes

523
00:29:02,880 --> 00:29:04,440
Speaker 1: as humans.

524
00:29:04,160 --> 00:29:06,080
Speaker 2: We don't know why we do what we do.

525
00:29:06,440 --> 00:29:11,880
Speaker 1: We think we make decisions for logical, rational reasons, but

526
00:29:12,040 --> 00:29:15,760
Speaker 1: we don't we make This is research provement. We make

527
00:29:15,880 --> 00:29:22,120
Speaker 1: decisions for emotional reasons and then we justify it with logic.

528
00:29:22,840 --> 00:29:24,320
Speaker 2: Right, So I got that all right?

529
00:29:24,400 --> 00:29:31,360
Speaker 1: Now, culture is like blood in a human being. It

530
00:29:31,720 --> 00:29:36,240
Speaker 1: travels through all the organs. It makes sure your brain

531
00:29:36,480 --> 00:29:40,040
Speaker 1: is functioning. It makes certainness you can walk and talk.

532
00:29:41,360 --> 00:29:46,720
Speaker 1: It pumps your heart. Nothing happens in the human body

533
00:29:47,560 --> 00:29:50,360
Speaker 1: without some blood brouh and when it gets too low,

534
00:29:50,960 --> 00:29:53,200
Speaker 1: they'll go hook you up with some more pints.

535
00:29:53,800 --> 00:29:56,520
Speaker 2: But you have to have the blood. For me.

536
00:29:58,200 --> 00:30:04,280
Speaker 1: In business, culture is the thing that runs through everything.

537
00:30:05,360 --> 00:30:11,840
Speaker 1: It touches every facet of business and life. Unfortunately, it's

538
00:30:11,960 --> 00:30:17,760
Speaker 1: not that well understood. So my analogy is culture is

539
00:30:17,880 --> 00:30:18,320
Speaker 1: like blood.

540
00:30:18,400 --> 00:30:21,480
Speaker 2: Brother, No, I love that. Like I actually heard somebody

541
00:30:21,520 --> 00:30:25,840
Speaker 2: say one time that you know, black culture is like

542
00:30:25,960 --> 00:30:28,080
Speaker 2: the oil in a car and all the you know

543
00:30:28,120 --> 00:30:30,880
Speaker 2: what I mean that. I can definitely understand that. So

544
00:30:31,440 --> 00:30:33,640
Speaker 2: but I guess my question then, is, so, now all

545
00:30:33,640 --> 00:30:37,160
Speaker 2: of a sudden, you're working on something like Avatar, Like

546
00:30:37,960 --> 00:30:41,320
Speaker 2: that's a world that doesn't even exist. Like how does

547
00:30:42,040 --> 00:30:45,000
Speaker 2: these things you learn from culture and insights and branding

548
00:30:45,080 --> 00:30:47,600
Speaker 2: and strategy, Like how does it all inform how you

549
00:30:47,720 --> 00:30:51,440
Speaker 2: bring something like that into the world. Okay. Now, actually

550
00:30:51,680 --> 00:30:54,640
Speaker 2: with Avatar it did exist.

551
00:30:55,240 --> 00:30:58,240
Speaker 1: And I'll explain. When I first got to the studio, Bro,

552
00:30:58,360 --> 00:31:01,160
Speaker 1: they have sort of a slate of films that are

553
00:31:01,160 --> 00:31:04,320
Speaker 1: gonna be coming out. It was like twenty twenty five,

554
00:31:04,360 --> 00:31:07,959
Speaker 1: and I'm looking over this slate like, man, what's this one?

555
00:31:08,080 --> 00:31:11,800
Speaker 2: Right here was Avatar. I'm like, now, this one seems

556
00:31:11,840 --> 00:31:14,760
Speaker 2: like he could be a brain brand, not just a movie.

557
00:31:15,800 --> 00:31:19,560
Speaker 1: So most of the scripts at the studio at the time,

558
00:31:20,440 --> 00:31:23,440
Speaker 1: you could just tell somebody to email you a copy

559
00:31:23,560 --> 00:31:27,760
Speaker 1: of it. Not with Avatar, you could not get an

560
00:31:27,800 --> 00:31:30,840
Speaker 1: email of the Avatar script. You had to go to

561
00:31:31,000 --> 00:31:34,080
Speaker 1: a room on the studio lot. It's twenty century Fox,

562
00:31:35,440 --> 00:31:38,000
Speaker 1: get the script like the library, like old school library,

563
00:31:38,320 --> 00:31:44,120
Speaker 1: and read that joint there. So I read it intrigued.

564
00:31:45,320 --> 00:31:48,280
Speaker 1: So I have a conversation with John Landau. John Landau

565
00:31:48,880 --> 00:31:53,200
Speaker 1: is James Cameron's partner producer, and I'm like, yo, like,

566
00:31:53,360 --> 00:31:55,640
Speaker 1: tell me about this thing. He says, I want you

567
00:31:55,640 --> 00:31:58,960
Speaker 1: to come see something. So I go into a strip

568
00:31:59,120 --> 00:32:04,480
Speaker 1: mall in La just a nondescript building, and he takes

569
00:32:04,560 --> 00:32:08,480
Speaker 1: me inside. I walk into a room. Randon in this

570
00:32:08,760 --> 00:32:15,040
Speaker 1: room was the entire world of avatar in this room.

571
00:32:16,120 --> 00:32:19,000
Speaker 1: Weapons were in this room that were used in the

572
00:32:19,080 --> 00:32:21,240
Speaker 1: movie The Nave were in this room.

573
00:32:21,280 --> 00:32:23,080
Speaker 2: These ten feet blue people.

574
00:32:23,960 --> 00:32:30,040
Speaker 1: But most intriguing was that James Cameron created the culture

575
00:32:30,320 --> 00:32:36,840
Speaker 1: of the Navy. He got a linguist specialists from USC,

576
00:32:37,120 --> 00:32:41,920
Speaker 1: I believe, to create a language for the Navy. They

577
00:32:42,040 --> 00:32:44,520
Speaker 1: had cultural.

578
00:32:44,280 --> 00:32:49,800
Speaker 2: Norms and mores. All of this was written out before

579
00:32:50,040 --> 00:32:56,640
Speaker 2: a single frame was shot. Culture. Brother, that was culture.

580
00:32:56,840 --> 00:33:01,400
Speaker 2: It was already there. He created it all before any

581
00:33:01,520 --> 00:33:04,560
Speaker 2: film role. And then when you start working on that,

582
00:33:04,960 --> 00:33:06,920
Speaker 2: how do you then start to put that together? Like,

583
00:33:06,960 --> 00:33:08,840
Speaker 2: how do you then say, okay, now that I understand that,

584
00:33:08,880 --> 00:33:12,240
Speaker 2: because again, these ain't people we talking about. What you

585
00:33:12,320 --> 00:33:13,920
Speaker 2: might be about to tell me is, look, Brandon, culture

586
00:33:13,960 --> 00:33:15,479
Speaker 2: is culture doesn't matter where it is that if that's

587
00:33:15,520 --> 00:33:18,480
Speaker 2: what we go, and that's cool. But like, these ain't people. This,

588
00:33:18,640 --> 00:33:21,959
Speaker 2: this is the nobby. These are ten foot tall blue aliens.

589
00:33:22,080 --> 00:33:25,080
Speaker 2: This you know, this riding these these they like dragons

590
00:33:25,160 --> 00:33:27,880
Speaker 2: or dragonlizer like you know, So how do how do

591
00:33:27,960 --> 00:33:30,400
Speaker 2: you bring their culture life? How do you create strategy

592
00:33:30,440 --> 00:33:31,400
Speaker 2: around that? Right?

593
00:33:31,480 --> 00:33:36,320
Speaker 1: So I joke sometimes that I am a true multicultural

594
00:33:36,480 --> 00:33:40,720
Speaker 1: marketer because I can I understand in our business, we

595
00:33:41,040 --> 00:33:45,840
Speaker 1: with our Caucasian brethren and sister and black folks, Latinos

596
00:33:45,880 --> 00:33:50,000
Speaker 1: and blue people and and Muhammad Ali rest in power.

597
00:33:50,080 --> 00:33:53,800
Speaker 1: That brother he used to talk about also being relevant

598
00:33:53,880 --> 00:33:58,360
Speaker 1: to He loves everybody, including sky blue or pink pigs.

599
00:33:58,400 --> 00:34:01,560
Speaker 1: He used to talk about that anyway, So how did

600
00:34:01,640 --> 00:34:05,120
Speaker 1: we do that? How did we lead with culture? One

601
00:34:05,160 --> 00:34:09,000
Speaker 1: of the first activations that was done for that movie

602
00:34:10,440 --> 00:34:19,960
Speaker 1: was actually not marketing. It was constructing a news network

603
00:34:21,719 --> 00:34:29,239
Speaker 1: reporting from Pandora. So reporters were reporting, here is what's

604
00:34:29,360 --> 00:34:32,759
Speaker 1: happening on the planet. That's the name of the planet, Pandora.

605
00:34:33,080 --> 00:34:39,400
Speaker 1: Here's what's going on on Pandora, like CNN or Fox

606
00:34:39,560 --> 00:34:42,760
Speaker 1: News or something like that. So we made it appear

607
00:34:42,840 --> 00:34:46,800
Speaker 1: as if it was a legit new network, not marketing

608
00:34:46,880 --> 00:34:50,560
Speaker 1: for the film, So there was no Hello, this news

609
00:34:50,640 --> 00:34:53,160
Speaker 1: segment is brought to you by Avatar. No, it was

610
00:34:53,280 --> 00:34:57,040
Speaker 1: like it was a news a legit news thing. And

611
00:34:57,280 --> 00:35:02,160
Speaker 1: sprinkled in the news were elements of the culture. People

612
00:35:02,200 --> 00:35:04,719
Speaker 1: were first introduced those that were there. These are more

613
00:35:04,840 --> 00:35:09,760
Speaker 1: fanboys and fangirls were introduced to Avatar through culture.

614
00:35:21,760 --> 00:35:23,879
Speaker 2: What kind of mind does it take to even start

615
00:35:23,960 --> 00:35:26,120
Speaker 2: there because it's like, we're not just gonna do this,

616
00:35:26,320 --> 00:35:29,400
Speaker 2: We're gonna go back and we're gonna create this thing

617
00:35:29,480 --> 00:35:31,759
Speaker 2: and create the culture. Then we're gonna go back like like,

618
00:35:31,880 --> 00:35:33,360
Speaker 2: how do you even go from zero to one on

619
00:35:33,520 --> 00:35:34,000
Speaker 2: something like that?

620
00:35:34,520 --> 00:35:37,600
Speaker 1: Now that you're gonna ask James Cameron about the culture

621
00:35:37,600 --> 00:35:42,200
Speaker 1: because like him creating it the culture that no one

622
00:35:42,280 --> 00:35:45,320
Speaker 1: had anything to do with that, but James Cameron that

623
00:35:45,680 --> 00:35:49,239
Speaker 1: was from his mind. But I will say this, when

624
00:35:49,360 --> 00:35:53,920
Speaker 1: you are working with creative genius, even if you're not

625
00:35:54,080 --> 00:35:58,960
Speaker 1: the creative genius, you gotta honor the creative genius. So

626
00:35:59,400 --> 00:36:03,120
Speaker 1: the response ability we all felt was how can we

627
00:36:03,360 --> 00:36:07,960
Speaker 1: do our part of our jobs to honor that brilliance?

628
00:36:09,280 --> 00:36:12,760
Speaker 1: And typically that comes Brandon and most of our people

629
00:36:12,800 --> 00:36:16,040
Speaker 1: in marketing don't know how to do it. You gotta

630
00:36:16,080 --> 00:36:20,040
Speaker 1: write an exceptional brief, brother, Yeah, most of our folks

631
00:36:20,120 --> 00:36:22,680
Speaker 1: we write shitty briefs. We don't spend the time doing

632
00:36:22,719 --> 00:36:25,440
Speaker 1: the brief. To your point earlier, were just ready to do.

633
00:36:26,520 --> 00:36:30,160
Speaker 1: You have to write a great brief and the most

634
00:36:30,239 --> 00:36:33,960
Speaker 1: important question of a brief, which in most briefs this

635
00:36:34,160 --> 00:36:36,640
Speaker 1: question is not there. But this is the most important

636
00:36:36,680 --> 00:36:41,000
Speaker 1: question and it is this what is the singular most

637
00:36:41,480 --> 00:36:48,400
Speaker 1: persuasive idea we can convey, what is the singular most

638
00:36:48,840 --> 00:36:54,880
Speaker 1: persuasive idea? We can convey that is the most important question.

639
00:36:56,400 --> 00:36:58,399
Speaker 1: And we don't answer that fucking question. Man.

640
00:37:00,040 --> 00:37:03,560
Speaker 2: When you answer that question, then you get to activations

641
00:37:03,640 --> 00:37:07,120
Speaker 2: like that. Man, that's that's that's that's good, man, that's good.

642
00:37:07,239 --> 00:37:10,000
Speaker 2: And then so now you know, fast forward, you done

643
00:37:10,000 --> 00:37:12,080
Speaker 2: all this stuff, and all of a sudden, now we

644
00:37:12,200 --> 00:37:15,480
Speaker 2: got this crazy thing called AI everywhere. Yeah, oh yeah, yeah, yeah,

645
00:37:15,600 --> 00:37:18,120
Speaker 2: you know. And and again for those that don't know, y'all,

646
00:37:18,200 --> 00:37:21,160
Speaker 2: there's more to AI and just chat GPT please, there's

647
00:37:21,239 --> 00:37:23,320
Speaker 2: way more out here. But like, as a person that

648
00:37:23,480 --> 00:37:26,680
Speaker 2: has worked in you know, culture and strategy and creative

649
00:37:26,800 --> 00:37:29,240
Speaker 2: and just think there's there's a big lot of concern

650
00:37:29,360 --> 00:37:31,840
Speaker 2: from the creative, you know, from the creative side that

651
00:37:31,960 --> 00:37:33,840
Speaker 2: like AI is going to take parts of that personally.

652
00:37:34,280 --> 00:37:35,680
Speaker 2: I think it's going to free more people up to

653
00:37:35,719 --> 00:37:38,080
Speaker 2: be more creative personally, you know, I think there's a

654
00:37:38,120 --> 00:37:40,360
Speaker 2: lot of benefits in using the tool, especially when you

655
00:37:40,440 --> 00:37:44,600
Speaker 2: use it to augment and kind of use the certain

656
00:37:44,760 --> 00:37:47,120
Speaker 2: It's not a replacement. I think, if anything, it's gonna

657
00:37:47,160 --> 00:37:49,160
Speaker 2: you know you can't replace human creativity, but what are

658
00:37:49,200 --> 00:37:52,239
Speaker 2: your thoughts on AI and its placed in this whole

659
00:37:52,280 --> 00:37:55,399
Speaker 2: world of creativity and marketing and branding. Well, I love

660
00:37:55,520 --> 00:37:56,120
Speaker 2: me some AI.

661
00:37:58,200 --> 00:38:00,560
Speaker 1: We've had several guests on our podcast as which you

662
00:38:00,680 --> 00:38:04,040
Speaker 1: have to come on, brother, who've been experts in AI.

663
00:38:05,760 --> 00:38:11,239
Speaker 1: My belief is that AI has flipped the intelligence definition.

664
00:38:12,360 --> 00:38:16,120
Speaker 1: Modern humans have been around for three hundred thousand years, brother,

665
00:38:16,400 --> 00:38:22,880
Speaker 1: three hundred thousand, and for all of that time until AI,

666
00:38:24,200 --> 00:38:30,400
Speaker 1: intelligence was defined by people who knew how to answer

667
00:38:30,920 --> 00:38:35,040
Speaker 1: a question. So you go to the Homo sapiens. They

668
00:38:35,080 --> 00:38:38,040
Speaker 1: were probably grunting at one another, not really using language,

669
00:38:38,560 --> 00:38:41,719
Speaker 1: but the grunts were like, how we gonna get this

670
00:38:41,840 --> 00:38:45,320
Speaker 1: food and not get killed? And the answer was you

671
00:38:45,480 --> 00:38:50,560
Speaker 1: go over here. Whoever had that answer, they were good

672
00:38:50,840 --> 00:38:55,440
Speaker 1: because you were living all right. Einstein known as one

673
00:38:55,480 --> 00:39:01,799
Speaker 1: of the most intelligent people ever. He was considered intelligent

674
00:39:01,840 --> 00:39:06,680
Speaker 1: and still is because he has the answers. He what's

675
00:39:06,800 --> 00:39:11,720
Speaker 1: the answer? He equals MC squared That is the answer.

676
00:39:12,480 --> 00:39:16,000
Speaker 1: So we salute people and have saluted people for three

677
00:39:16,080 --> 00:39:20,840
Speaker 1: hundred thousand years because they have great answers. With AI,

678
00:39:21,680 --> 00:39:25,800
Speaker 1: it's flipped now, I believe intelligence is going to be

679
00:39:25,880 --> 00:39:31,439
Speaker 1: defined by those who ask the best questions, otherwise known

680
00:39:31,480 --> 00:39:32,240
Speaker 1: as prompts.

681
00:39:32,920 --> 00:39:33,960
Speaker 2: Let me give you an example.

682
00:39:35,560 --> 00:39:37,880
Speaker 1: When people are asking questions like in interviews like this,

683
00:39:38,719 --> 00:39:40,800
Speaker 1: they will they will do this. Let's say some some

684
00:39:41,920 --> 00:39:47,799
Speaker 1: artist is known to use colors like very very well.

685
00:39:47,960 --> 00:39:53,120
Speaker 1: Let's let's say we're talking about a modern day Andy

686
00:39:53,280 --> 00:39:57,440
Speaker 1: Warhol or modern modern day Basquiat where the colors are

687
00:39:57,480 --> 00:40:03,160
Speaker 1: really prominent. Someone who is not that good would say, Brandon,

688
00:40:04,480 --> 00:40:08,640
Speaker 1: what on this thing that you created? How come you

689
00:40:08,719 --> 00:40:14,000
Speaker 1: didn't use black, purple, red, and green? So that immediately

690
00:40:14,320 --> 00:40:18,880
Speaker 1: boxes you in. Okay, you're thinking about black, red, green,

691
00:40:19,440 --> 00:40:24,200
Speaker 1: You're boxed in. That's a bad question. Another question might

692
00:40:24,320 --> 00:40:29,040
Speaker 1: slightly better is, Brandon, you decided to use the color red?

693
00:40:30,080 --> 00:40:33,120
Speaker 1: Why did you use the color red? That's slightly better,

694
00:40:33,800 --> 00:40:37,200
Speaker 1: but they have zeroed you in on the color red.

695
00:40:38,280 --> 00:40:43,160
Speaker 1: The better question is colors have an impact on mood

696
00:40:43,480 --> 00:40:49,640
Speaker 1: and emotions. Brandon, what were you feeling when you created

697
00:40:49,760 --> 00:40:55,320
Speaker 1: this magnificent piece of art? Totally different question, Yeah, you

698
00:40:55,440 --> 00:40:59,360
Speaker 1: will get a totally different answer. So for me, Brandon,

699
00:41:00,560 --> 00:41:06,160
Speaker 1: AI is a tool to leverage if you learn how

700
00:41:06,280 --> 00:41:11,680
Speaker 1: to ask brilliant questions, then it will help you. If

701
00:41:11,760 --> 00:41:15,920
Speaker 1: you ask dumb questions, it's not going to help.

702
00:41:15,760 --> 00:41:18,840
Speaker 2: You, No, absolutely, And kind of coming off of that,

703
00:41:19,040 --> 00:41:21,600
Speaker 2: you know, a lot of times you learn how to

704
00:41:21,680 --> 00:41:25,080
Speaker 2: ask questions through you know, reps and experience and kind

705
00:41:25,080 --> 00:41:27,400
Speaker 2: of having a chat opportunity to do things. But you

706
00:41:27,480 --> 00:41:29,120
Speaker 2: know that's always that that weird thing, right, Like, in

707
00:41:29,239 --> 00:41:30,840
Speaker 2: order to get experience, you got to get the experience,

708
00:41:30,880 --> 00:41:33,480
Speaker 2: you got the opportunity. So what advice would you give

709
00:41:33,520 --> 00:41:35,960
Speaker 2: to you know, young marketers and young creatives that want

710
00:41:36,000 --> 00:41:38,279
Speaker 2: to break into space, especially knowing now that AI is

711
00:41:38,320 --> 00:41:39,520
Speaker 2: out here, Like, how do they get those.

712
00:41:39,440 --> 00:41:43,840
Speaker 1: Reps in experience? Never take the first answer. If you

713
00:41:43,920 --> 00:41:47,680
Speaker 1: want to know the answer to something, ask the first

714
00:41:47,800 --> 00:41:49,400
Speaker 1: question and get the answer.

715
00:41:49,760 --> 00:41:50,360
Speaker 2: This is even of.

716
00:41:50,400 --> 00:41:55,680
Speaker 1: Yourself, but don't stop there. Ask yourself, why is that

717
00:41:56,440 --> 00:42:01,120
Speaker 1: the case? Second one, answer make come to you and

718
00:42:01,280 --> 00:42:02,879
Speaker 1: why why does that matter?

719
00:42:03,280 --> 00:42:03,759
Speaker 2: Third one?

720
00:42:04,840 --> 00:42:07,560
Speaker 1: If you take that down the six questions, because most

721
00:42:07,600 --> 00:42:11,880
Speaker 1: people will never go unlocked to you will be a

722
00:42:12,040 --> 00:42:18,279
Speaker 1: cornercopia of possibilities. Unfortunately, Brandon, I'm gonna say this, and

723
00:42:18,480 --> 00:42:24,319
Speaker 1: I'm not meaning the sound arrogant, but most people are

724
00:42:24,400 --> 00:42:28,520
Speaker 1: intellectually lazy, brother, yeah. Yeah, they're like, Okay, wait, wait,

725
00:42:28,600 --> 00:42:31,640
Speaker 1: what's the answer to the question. You give an answer, Okay,

726
00:42:31,640 --> 00:42:37,880
Speaker 1: I'm good. Gotta be curious and keep asking and asking

727
00:42:38,000 --> 00:42:40,799
Speaker 1: and asking, and you will start to operate at an

728
00:42:40,920 --> 00:42:43,320
Speaker 1: altitude that few others can survive.

729
00:42:44,280 --> 00:42:47,520
Speaker 2: And I'm gonna tell you, DC Man, I don't know.

730
00:42:47,600 --> 00:42:49,640
Speaker 2: I for those that are listening, I don't think y'all

731
00:42:49,760 --> 00:42:52,719
Speaker 2: understand the level of gems and jewels that were just

732
00:42:52,840 --> 00:42:56,359
Speaker 2: dropping this. You know what I'm saying, Like, DC Man, Look,

733
00:42:57,040 --> 00:42:59,560
Speaker 2: we were about to wrap this thing up before we

734
00:42:59,640 --> 00:43:01,200
Speaker 2: got here. One thing I want to know is, yeah,

735
00:43:01,760 --> 00:43:04,760
Speaker 2: like if there was a speaking about branding and position

736
00:43:05,000 --> 00:43:08,400
Speaker 2: and strategy all this stuff. If there was a a

737
00:43:08,600 --> 00:43:13,399
Speaker 2: DC Common billboard anywhere in Atlanta that you could put

738
00:43:13,480 --> 00:43:16,239
Speaker 2: whatever you want to put on it, what would you

739
00:43:16,280 --> 00:43:19,759
Speaker 2: put on it? What would it say? I wouldn't have

740
00:43:19,800 --> 00:43:22,680
Speaker 2: a billboard because I'm not that I'm not that guy

741
00:43:24,800 --> 00:43:29,360
Speaker 2: who would you have. A Long time ago, Brandon, I

742
00:43:29,560 --> 00:43:33,200
Speaker 2: was asking myself the question of why am I on

743
00:43:33,320 --> 00:43:36,760
Speaker 2: this planet. I didn't think it was to do marketing.

744
00:43:38,840 --> 00:43:41,440
Speaker 2: I didn't even think it was to have a family.

745
00:43:42,480 --> 00:43:44,360
Speaker 2: I kept asking myself.

746
00:43:44,080 --> 00:43:50,240
Speaker 1: These why questions, Why do I believe I was created.

747
00:43:51,600 --> 00:43:55,400
Speaker 1: Why do I have the gift of walking around this planet?

748
00:43:56,680 --> 00:44:02,320
Speaker 1: And I arrived after a while at three things to inspire,

749
00:44:03,520 --> 00:44:11,360
Speaker 1: uplift and subtly educate, inspire, uplift and subtly educate. I

750
00:44:11,600 --> 00:44:15,360
Speaker 1: have endeavored to be true to those three things and

751
00:44:15,680 --> 00:44:19,360
Speaker 1: every single thing that I have done. So while on

752
00:44:19,520 --> 00:44:23,840
Speaker 1: the surface it may look like I'm building some brands,

753
00:44:25,440 --> 00:44:29,400
Speaker 1: I'm not really doing that. I'm doing those three things.

754
00:44:30,480 --> 00:44:34,520
Speaker 1: The brands and businesses that become billion dollars and more

755
00:44:34,600 --> 00:44:40,520
Speaker 1: in value are the outcomes the results of me staying

756
00:44:40,600 --> 00:44:45,400
Speaker 1: true to inspire, uplift and subtly educate.

757
00:44:47,800 --> 00:44:51,360
Speaker 2: That's that's perfect. Man. Well, look we're gonna ended on that.

758
00:44:51,719 --> 00:44:55,279
Speaker 2: This has been the amazing conversation. I just want to

759
00:44:55,280 --> 00:44:56,920
Speaker 2: ask you before we got out here, man, how can

760
00:44:56,960 --> 00:45:00,440
Speaker 2: people yeah, I mean I know you got the phone yea, yeah,

761
00:45:00,680 --> 00:45:02,160
Speaker 2: saying if you want to find you, if they want

762
00:45:02,160 --> 00:45:04,600
Speaker 2: to learn, if they want to work with you, like

763
00:45:04,680 --> 00:45:06,120
Speaker 2: give them all the things. Man, how can they How

764
00:45:06,160 --> 00:45:07,400
Speaker 2: can they track you down? I don't know if they

765
00:45:07,440 --> 00:45:09,279
Speaker 2: can afford, you, say, to track you down.

766
00:45:09,360 --> 00:45:11,960
Speaker 1: So my my daughter would say, Dad, this is where

767
00:45:12,000 --> 00:45:14,279
Speaker 1: you need to have your socials life right here. So

768
00:45:14,640 --> 00:45:17,080
Speaker 1: I'm gonna say that my daughter, Hayley and Na, Larry

769
00:45:17,200 --> 00:45:19,279
Speaker 1: and Jade and Jeff. I'm gonna disappoint you because I

770
00:45:19,480 --> 00:45:21,400
Speaker 1: got all that. But I will tell you this. Uh,

771
00:45:21,560 --> 00:45:23,320
Speaker 1: if you want to get at us on the on

772
00:45:23,440 --> 00:45:26,000
Speaker 1: the podcast, it's brands, Beats and bites.

773
00:45:26,040 --> 00:45:28,160
Speaker 2: We're on IG so that will come up.

774
00:45:28,200 --> 00:45:32,920
Speaker 1: We're on like Apple, any platform, Spotify, probably some iHeart

775
00:45:32,960 --> 00:45:37,640
Speaker 1: stuff too. Since we're here, our company is Brand Positioning Doctors.

776
00:45:37,680 --> 00:45:40,719
Speaker 1: You can go to that for the for the website.

777
00:45:41,239 --> 00:45:42,319
Speaker 1: That's how you get to us.

778
00:45:43,400 --> 00:45:46,560
Speaker 2: Well, hey man, look DC your brother. You are a legend.

779
00:45:46,800 --> 00:45:49,640
Speaker 2: Thank you. You have done amazing things. And again, the

780
00:45:49,719 --> 00:45:52,440
Speaker 2: work that you have done is helped shift the culture

781
00:45:52,480 --> 00:45:54,560
Speaker 2: to people living day to day more than they probably realize.

782
00:45:54,600 --> 00:45:54,840
Speaker 1: And so.

783
00:45:56,440 --> 00:45:58,080
Speaker 2: I appreciate you. Thank you, brother.

784
00:45:58,239 --> 00:45:59,920
Speaker 1: I appreciate the work that you've done. I appreciate you.

785
00:46:00,000 --> 00:46:02,239
Speaker 1: Pull it up, man, and I appreciate you brother. You

786
00:46:02,400 --> 00:46:09,160
Speaker 1: keep doing what you're doing, and Brandon, do not be dissuaded.

787
00:46:10,120 --> 00:46:14,920
Speaker 1: Do not be dissuaded. And then finally, brother, keep taking

788
00:46:15,040 --> 00:46:15,800
Speaker 1: big swings.

789
00:46:16,960 --> 00:46:21,879
Speaker 2: Absolutely absolutely man. And with that said, we out y'all.

790
00:46:21,920 --> 00:46:24,719
Speaker 2: That's the pod You've been listening to button Nomics and

791
00:46:24,760 --> 00:46:27,960
Speaker 2: I'm your hosts Brandon Butler, Got comments, feedback? Want to

792
00:46:27,960 --> 00:46:29,880
Speaker 2: be on the show. Send us an email today at

793
00:46:29,920 --> 00:46:33,560
Speaker 2: Hello at butternomics dot com. Butter Nomics is produced in Atlanta,

794
00:46:33,600 --> 00:46:37,319
Speaker 2: Georgia at iHeartMedia by Ksey Pegram, with marketing support from

795
00:46:37,360 --> 00:46:40,320
Speaker 2: Queen and Nikki. Music provided by mister Hanky. If you

796
00:46:40,400 --> 00:46:43,200
Speaker 2: haven't already, hit that subscribe button and never missed an episode,

797
00:46:43,280 --> 00:46:45,120
Speaker 2: and be sure to follow us on all our social

798
00:46:45,200 --> 00:46:48,480
Speaker 2: platforms at butter dot at l. Listen to button Nomics

799
00:46:48,520 --> 00:46:51,319
Speaker 2: on the iHeartRadio app, Apple Podcasts, or wherever you get

800
00:46:51,360 --> 00:46:52,000
Speaker 2: your podcasts