Tag Archives: Gini Dietrich

Brand Fast-Trackers #192 – Branding an Ingredient

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Woohoo the theme is now live!! I am beyond thrilled and hope you will stand by a wee bit longer as we perfect any kinks. :-) And of course, as always, I’d love to hear your suggestions.

Branding an Ingredient

Marketing Silos

On to today’s podcast….we are returning to our series with Chris Brace  (See Episodes 140141144147149155, 159), and despite the numerous episodes we have done with him, something new clicked for me and made me pull out my copy of Gini Dietrich and Geoff Livingston‘s fantastic Marketing in the Round. We spoken a lot about consumers and shoppers and we have spoken about integrated marketing, but what I never quite hit on was that marketers must put the needs of these two together. As Chris put it:

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Brand Fast-Trackers #177 – The Best of BFT

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This week I have a few episodes still in editing, so I decided to take a few minutes and reflect about all of the guests we have had on the show in the past five years, particularly those since I have produced the show in the last three years. It’s hard to pick a top 10 list, but I’m going to do my best. (Extra bonus! Some of these are old enough that you will get to see Brian’s video introductions!) – Kat

  1. Mike Hughes – President of The Martin Agency. Is it okay if I say there has never been a guest I wanted to hug more through the phone? Barrett Rossie and I have discussed our fondness for The Martin Agency and Mike in the past. I still remember doing background research for this podcast and coming across this. If that doesn’t make you love Mike, I don’t know what will. Mike offers so many nuggets for marketers to learn from on authenticity and the creative process. Mike, we are still waiting for you to writes Hughes on Advertising! Take a listen to the episode here.
  2. Bev Thorne – CMO, Century 21 Real Estate. Yes really. Under Bev’s stewardship, Century 21 has done some fascinating things – very cutting edge in my humble opinion – with their marketing mix. They were one of the big advertisers who gave up their tv advertising and embraced social media. They invested heavily here and built a community that supports them today. They were able to show incredible ROI (a 248% increase in leads), so when they came back to TV with a big super bowl spot in 2011, they were really able to make it pay off. I’ve had the opportunity to speak with Bev on a few occasions, and have to say she is one of the most insightful marketers I have come across. Given that her CMO tenure continues 5+ down the line, I’m not the only one who agrees. Take a listen here.
  3. Stephen Denny – Author of Killing Giants: 10 Strategies to Topple the Goliath In Your Industry. Have you read this book? If you haven’t, please go buy it now and read it. Don’t worry, I will wait. … Are you a challenger brand? A start-up? Perhaps you a small brand in a larger portfolio who doesn’t have big budgets? Stephen shows how you can be really smart with what you already have at your disposal. I’ve also had the opportunity to speak with Stephen on a few occasions. So read his book, connect with him on Twitter or LinkedIn or his blog. You will be smarter for it.
  4. Gini Dietrich – Founder & Chief Executive, Arment Dietrich (and the Mastermind behind Spin Sucks). Gini is one of the most sincere, wonderful people I’ve had the pleasure of getting to know over the last few years. Although we’ve never met IRL, I consider her to be a true friend and often a mentor. Gini has the distinction of being a repeat Brand Fast-Trackers guest. She was first on the show in 2011, and came back on earlier this year with Geoff Livingston to speak about their book Marketing in the Round. Again, if you haven’t read this book, go buy it now. Gini has built a community on Spin Sucks of which I am proud to be a part. It is a must read blog for any PR professional or marketer. Period.
  5. Caryl Stern – CEO, US Fund for UNICEF. Caryl is an incredible force of nature and I luckily have had the privilege of once sitting in Caryl’s office to hear her perspectives on nonprofits, leading a mission-based organization and how the US Fund approaches fundraising like a for-profit. The podcast also makes this very clear, so whether you are in the for-profit or nonprofit world, in marketing or fundraising, you need to take a listen. It is worth every minute.
  6. Mitch Joel – President & Partner, Twist Image. I recently had an opportunity to meet my “mind crush” (thanks to Ken Mueller for the term) at Dreamforce after having him on the podcast over the summer. In addition to Twist Image, Mitch is best known for his Six Pixels of Separation blog and podcast. He also has a book out by the same name. I am a self-admitted podcast nerd. It’s hard not to be when you a produce a podcast, but I listen to Mitch’s show each week for a thoughtful, and often inspring episode on advertising. Mitch regularly writes provocative posts as well, although I think he would like hate that term. Anyhow, Mitch intimidates the heck out of me and I admire him tremendously. Take a listen to the show we did with him and look for his upcoming book Ctrl + Alt + Delete next year.
  7. David Jones – Global CEO – Havas. David’s appearance on the show revolved mostly around his book Who Cares Wins. In it, David shares his perspectives on why businesses must become most sustainable, and why this must go beyond greenwashing and simply donating to a cause. In a lot of ways, he echoes what we have heard from other past guests like Edelman’s Carol Cone, 5th & Pacific’s Jane Randel and author Dan Portnoy, but I think it resonates in a particular way because Havas, along with a handful of other holding companies, is leading the marketing and media industry in many ways. Having it said from the “top” is really significant, and brands that miss this will ultimately fail. Take a listen to the episode here.
  8. Matt Dickman, EVP Social Business Innovation, Weber Shandwick. In Matt’s words he does everything for his clients BEFORE they actually tweet. The episode is insightful and provides a lot of perspective on just all the risks that are inherent in social media and how to overcome them. The biggest takeaway? Your social media strategy must tie-in with your overall business objectives. It seems simple, but according to Matt, very few companies have connected the dots in this way. Take a listen here.
  9. Scott Monty, Global Digital & Multimedia Communications Manager, Ford Motor Company. Scott is probably the most well-known and most well-respected leader in the social media space. This is not something I say lightly. How many of you could step in and lead social for a brand as large and encompassing as Ford? The greatest part of his story is that Ford and Alan Mulally had the forethought and insight to bring Scott on board 5 whole years ago. Very few brands were even talking about social 5 years ago. Scott is full of insights and I think the episode will really resonate with you. Take a listen. Bonus: Scott has one of the best voices you will ever hear. If for nothing else, listen for that.
  10. And despite that he thinks I’d never mention him in a Top 10 post …. Ken Mueller of Inkling Media. Ken is a friend, collaborator, and fellow conspirator. Ken came on the show in 2011 and made this simple and profound statement – It’s the social, NOT the media Idiots. Okay, so maybe I added the Idiots part, but still…I speak with Ken daily and trust his advice. He blogs daily and really makes you think. The greatest part is that his posts apply to small and large businesses alike. I like to tease him a lot, but trust me, Ken is someone you want to know. Take a listen to our show with him here.

[Lead image via SmallBusinessBonfire]

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Marketing in the Round – Episode #156

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For those of you that don’t know Gini Dietrich, you need to make her acquaintance. First, she’s one of the nicest people I know and second she is a blogging and content marketing rock star. You may recall Gini’s appearance on Brand Fast-Trackers last year, when she made the bold statement that soon, social media will be everyone’s job (if it’s not already), meaning that social is not going away and brands need to be actively engaging their customers. Gini has a new book out called Marketing in the Round that she co-authored with Geoff Livingston. Geoff is a marketing strategist, fundraiser and the VP of Strategic Partnerships at Razoo, a fantastic organization we will talk more about next week.

Marketing in the Round is all about breaking down the organizational silos that exist on both the brand and agency side and how to market in an open, communicative and ultimately more successful business model. There are many books on social media, but this is a honest to good marketing book. Gini and Geoff clearly explain the pros and cons of every single marketing strategy, including social. They guide us through breaking down communication barriers between departments and forming a truly integrated marketing program on multiple levels.

For a great review of the book, skip on over to Inkling Media and read Ken’s review, posted today. Tune into our interview with Gini and Geoff to learn more and don’t forget to buy the book!

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Social Media will be everyone’s job – If it isn’t already (Ep 133)

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Today, we speak with Gini Dietrich, a top PR professional who is really doing it, utilizing social media as a way to engage, connect and communicate with clients and consumers.  She has taken the digital medium and utilized it as a tool to re-invent her business model. Gini’s strategy has placed her at the top of the digital sphere and has proven to be a success story for many clients, peers, colleagues and communities. In this podcast, Gini shares why listening, monitoring and making sure your brand goes to the audience is so critical, and why you cannot participate online without engaging.  She also shares how the human element can change customer loyalty and create brand ambassadors.   Gini predicts that you have about 24 months to begin re-inventing your own business and personal models because engagement through social media will become a common denominator in all job descriptions.

 Here’s a link to Gini’s Blog Spin Sucks.


Gini Dietrich is the founder and chief executive officer of Arment Dietrich, Inc., a firm that uses non-traditional marketing in a digital world. The author of Spin Sucks, the 2010 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog, Gini has delivered numerous keynotes, panel discussions, coaching sessions, and workshops across North America on the subject of using online technology in communication, marketing, sales, and HR.

One of the top rated communication professionals on the social networks, Gini was recently named the number one PR person, according to Klout and TechCrunch, on the channels, and number one on Twitter, according to TweetLevel. She also can be found writing at Crain’s Chicago Business, AllBusiness, and Franchise Times.


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