Friend of the show, Tom Carusona, CMO of Insomnia Cookies, drops by for a full episode with the guys. The trio offer snap decisions on the state of influencer marketing. Tom talks about the key ingredients of making Insomnia a cult brand and shares stories about brand essence, pajama parties and other tasty marketing programs. John’s asks an unattainable Jerk to be a guest.
Key topics & chapter markers
(00:00) Too many marketers/Intro
(01:30) Influencer marketing — more than just Kardashians
(07:44) Stuck in the 70s, wishing for watercooler conversations
(12:17) Cultivating a cult brand
(21:54) Owning the night
(26:12) Covid and The Cookie Lab
(29:54) Positioning products for brand authenticity
(33:15) Do cookies translate in Canada and the UK?
(37:06) Warm cookies and cold pucks
(39:54) Aramark: a bigger brand with bigger implications
(43:40) Getting into marketing
(47:14) Dear Hopelessly Unattainable Guest
Background Content
"The State of Influencer Marketing 2023" - Influencer Marketing Hub
"The Case for and against Micro-influencers" - Digiday
"Hubspot State of Marketing 2023" - Hubspot
"Insomnia Cookies teams with Justin Jefferson for special launch" -Bake Magazine
"The secret ingredient to Mets '19 turnaround" - MLB.com
Connect with Brian and John on LinkedIn:
https://www.linkedin.com/in/brianmarks13/
https://www.linkedin.com/in/john-l-young/