Brand Runner

Fabien Hameline

Today, it is hard to talk about a brand and make it stick. Yet there are so many ways to do it. Brand Runner is for any creative professional and entrepreneur who wants to keep up with marketing trends, building a brand and is open to experimentation. In Brand Runner, veteran creative producer Fabien Hameline discusses and learns from top industry peers how tech is shaping the advertising and marketing industry and what is working today. Get brand insight right in your mailbox and subscribe to the newsletter ✨⁠here⁠✨ read less
BusinessBusiness

Episodes

Virtual Realms, Real Brands: VR Marketing in the Metaverse with Charlie Ferguson
May 14 2024
Virtual Realms, Real Brands: VR Marketing in the Metaverse with Charlie Ferguson
In this insightful episode, we explore the future of branding, marketing, and consumer engagement in the metaverse and spatial internet era. Our guest is seasoned digital brand strategist Charlie Ferguson, who shares his thoughts on extended reality (XR), immersive virtual worlds, user-generated experiences, and the convergence of technologies driving this metamodern shift. We dive deep into the evolution of VR/AR, discussing the major technological hurdles that still need to be overcome for mainstream metaverse adoption. Charlie provides a fascinating perspective on interoperability across metaverse platforms and the emergence of decentralized "Fediverses." The conversation also covers how brands can embrace user-generated content and virtual co-creation in this new paradigm. From virtual McDonald's franchises created by fans to overlaying experiences on games and products, we unpack the ownership and IP challenges companies will face. Chapters 00:00 Introduction and Personal Background 06:27 The Evolution of VR and Apple's Entry into the Market 21:25 Leveraging User-Generated Experiences in the Metaverse 22:22 The Rise of Branded Content in the Metaverse 22:51 Virtual Concerts on Gaming Platforms 24:18 The Intersection of Gaming and Music 25:03 The Youth and Future of the Metaverse 30:22 The Gamification of Virtual Concerts 32:18 Interoperability and the Future of the Metaverse Links Charlie Ferguson's Linkedin: ⁠https://www.linkedin.com/in/solidferguson/⁠Charlie's article that inspired this episode: https://medium.com/@maince/working-title-the-metaverses-unconventional-take-on-mcdonald-s-2fb25c9cf3b0 Charlie Ferguson's Medium: https://medium.com/@mainceCharlie Ferguson's Twitter: https://twitter.com/maince Other links mentioned in this episode Shameless plug for my brother Sebastien who is an Immersive experience producer and DP. Check out his work, it is impressive https://www.sebastienhameline.com/case-studies-1 https://www.sebastienhameline.com/case-studies-1Statista VR/AR adoption article https://www.statista.com/chart/28467/virtual-and-augmented-reality-adoption-forecast/Wired's Neil Stephenson named the metaverse, now he is building it // https://www.wired.com/story/plaintext-neal-stephenson-named-the-metaverse-now-hes-building-it/Matthew Ball's The Metaverse: How it will revolutionize everything https://www.amazon.com/Metaverse-How-Will-Revolutionize-Everything/dp/1324092033Steve Jobs answers rude question: https://www.youtube.com/watch?v=oeqPrUmVz-oMicrosoft CEO Steve Ballmer laughs at Apple iPhone https://www.youtube.com/watch?v=nXq9NTjEdTo
2024 Marketing prediction: When Your Fridge Talks Back (and Sells You Shoes)
Jan 24 2024
2024 Marketing prediction: When Your Fridge Talks Back (and Sells You Shoes)
Happy New Year! In this episode, I would like to pull out my crystal ball and tell you about my prediction for 2024. In this episode, we will discuss the Rise of AI-powered predictive Analytics, Hyper-Targeted Personalized Omnichannel Campaigns, AI-driven content Creation on the Fly, Expert Insights on the Future of AI Marketing, and more... All these are not just predictions, but also very much so backed by data, so check out the links Get brand insight right in your mailbox and subscribe to the newsletter ✨here✨ Sources: Gartner: "By 2024, AI will personalize 80% of customer interactions." https://www.zdnet.com/article/ai-dominates-gartners-top-10-strategic-technology-trends-for-2024/ McKinsey: "By 2024, AI-generated content will account for 15% of online content." https://www.newyorker.com/science/annals-of-artificial-intelligence/will-ai-become-the-new-mckinsey Forbes: "74% of marketers plan to increase their use of AI in 2024." https://www.forbes.com/sites/forbestechcouncil/2023/12/13/ai-in-2024-more-than-a-marketing-buzzword/: McKinsey & Company: "Global AI in Marketing Survey 2023." https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2023-generative-ais-breakout-year World Economic Forum: "The Ethical Implications of Artificial Intelligence in Marketing." https://www.weforum.org/projects/ethical-code-of-artificial-intelligence/ The Algorithmic Justice League: "Algorithmic Justice League." https://twitter.com/ajlunited?lang=en
Standing Up or Standing Aside? How Brands Should Respond to Boycotts with Yoni Golan
Jan 9 2024
Standing Up or Standing Aside? How Brands Should Respond to Boycotts with Yoni Golan
On Oct 7th, the terrorist organization Hamas entered Israel ground and committed crimes against humanity. Rightfully so, since then Israel entered a war against Hamas to eradicate this terrorist organization, rescue the hostages, and make sure this does not happen ever again. Following this, we saw a rise in antisemitism worldwide and even calls to boycott Israeli brands or Israeli-funded brands. Whether it is McDonald's or Nokia, brands are caught in the crossfire. Israeli or not — this raises a larger discussion: how should brands handle this behavior and how should they communicate when facing boycott? This is what we discuss on this fascinating episode with special guest Yoni Golan, former head of innovation at Keshet (the major media news outlet), now content creator at monday.com. Yoni Golan's LinkedIn here. Connect here ⁠⁠👇🏽⁠⁠ Subscribe to the newsletter and get brand insights ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠Connect with Fabien on Linkedin ⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠ and Twitter ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠Official podcast website page ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠Follow and connect on the Brand Runner ⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Learn more about Fabien ⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠ Reference links Web Summit CEO Cosgrave Quits After Israel Controversy: https://www.bloomberg.com/news/articles/2023-10-21/web-summit-ceo-cosgrave-steps-down-after-israel-controversyThe Drum article: ⁠https://www.thedrum.com/news/2023/11/10/activists-boycott-pro-israel-brands-what-should-marketers-do-next⁠Boycott call ⁠https://theislamicinformation.com/news/list-of-brands-supporting-israel/⁠Chick-a-fil-a controversy: https://www.vox.com/the-goods/2019/5/29/18644354/chick-fil-a-anti-gay-donations-homophobia-dan-cathy Disclaimer This episode only represents the speakers's opinions and personal thoughts.
Threads and trends: Navigating the Social Media Landscape with Natasha Chang
Dec 6 2023
Threads and trends: Navigating the Social Media Landscape with Natasha Chang
Want to build a strong online brand? Join me and Natasha Chang, social media manager at monday.com, as we explore the secrets to success of how to build a presence — online. In this fascinating episode, with Natasha, we discuss: How to build a presence B2B vs B2C;How to get started from scratch and what to focus on;Between Paid vs organic: is paid necessarily better?Why is TikTok Natasha's favorite platform?What is the Fediverse and what is next with social media? Connect With Tash Chang on Linkedin and TikTok. Connect here ⁠👇🏽⁠ Subscribe to the newsletter ⁠⁠⁠⁠⁠here⁠⁠⁠⁠Connect with Fabien on Linkedin ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠ and Twitter ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠Official podcast website page ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠Learn more about Fabien ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠ Disclaimer This episode only represents Fabien's own opinion and personal thoughts. Reference links Australia TikTok banned https://abcnews.go.com/Technology/wireStory/australian-senate-committee-recommends-government-ban-tiktok-extended-101937670Texas ban https://edition.cnn.com/2023/07/13/business/tiktok-ban-texas-lawsuit/index.htmlLA Times TikTok ban saga https://www.latimes.com/b2bpublishing/story/2023-07-21/the-tiktok-ban-saga-and-the-future-of-this-billion-user-platformWhat is fediverse? https://www.kaspersky.com/blog/what-is-fediverse/48916/MineOs is the easiest, most-loved platform by privacy professionals.  https://www.mineos.ai/ and https://saymine.com
How Warner Bros. Turned Barbie Into a Cultural Phenomenon
Oct 30 2023
How Warner Bros. Turned Barbie Into a Cultural Phenomenon
In today's episode of Brand Runner, we're exploring the innovative marketing strategy behind the latest Barbie movie, a true masterclass that's been taking the industry by storm. Discover how Barbie exceeded box office expectations, even surpassing the Dark Knight. We'll unveil the strategic partnership between Mattel and Warner Bros., outlining the benefits it brought to both companies. The Barbie movie's marketing campaign is no ordinary one. It kickstarted with cryptic teasers and posters, building excitement long before the first trailer release in June. The trailer challenges traditional Barbie stereotypes and promotes female empowerment, further amplifying the buzz around the film. But it doesn't end there; Barbie's collaboration with various brands, from Xbox to Airbnb, has expanded its reach to diverse audiences. Join us as we discuss how social amplifiers like Margot Robbie and Mattel's social accounts helped make the Barbie brand more appealing to a wide audience. This episode uncovers the marketing magic behind the Barbie movie's success, celebrating innovation, diversity, and a positive message of female empowerment. Tune in to the Brand Runner Podcast for this exciting journey into marketing excellence. Don't forget to leave a 5-star rating to support the show's growth. Thanks for joining us on Brand Runner, where marketing meets innovation. Reference links Brand Runner Substack post in which this episode is based on: https://brandrunner.substack.com/p/how-warner-bros-turned-barbie-intoCNN Barbie box office article — https://edition.cnn.com/2023/08/16/media/barbie-box-office/index.htmlDeadline Mattel + Warner Bros deal renewal article — https://deadline.com/2023/07/mattel-warner-bros-discovery-consumer-products-toy-licensing-deal-dc-universe-harry-potter-ted-lasso-1235447428/#!Time Magasine — All the Barbie partnerships — https://time.com/6294123/barbie-partnerships-crocs-burger-king/ Connect here ⁠👇🏽⁠ Subscribe to the newsletter ⁠⁠⁠⁠⁠here⁠⁠⁠⁠Connect with Fabien on Linkedin ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠ and Twitter ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠Official podcast website page ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠Follow and connect on the Brand Runner ⁠⁠⁠⁠Instagram⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠and ⁠⁠⁠⁠Youtube⁠⁠⁠⁠Learn more about Fabien ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠ Disclaimer This episode only represents Fabien's own opinion and personal thoughts.
Brandformance: The Secret to Achieving Both Short-Term and Long-Term Marketing Goals
Sep 5 2023
Brandformance: The Secret to Achieving Both Short-Term and Long-Term Marketing Goals
In today's digital age, the traditional approach to marketing is no longer enough. Consumers are bombarded with messages from brands all day long, so it's more important than ever to create a holistic marketing approach that combines branding and performance. This is where brandformance comes in. Brandformance is a term combining the concepts of branding and performance. It defines a campaign that combines objectives, both branding and performance-oriented. In this episode of the Brand Runner Podcast, we discuss the future of marketing and how brandformance is the key to success. We'll explore what brandformance is, how it works, and how you can use it to create a more effective marketing strategy. Reference links Hubspot // The flywheel modelJim Collins Good to GreatDCMN // BrandformanceMailChimp //Marketing acronyms you should knowmonday.com French OOHHow to increase brand awareness guide by Qualtrics Connect here ⁠👇🏽⁠ Subscribe to the newsletter ⁠⁠⁠⁠⁠here⁠⁠⁠⁠Connect with Fabien on Linkedin ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠ and Twitter ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠Official podcast website page ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠Follow and connect on the Brand Runner ⁠⁠⁠⁠Instagram⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠and ⁠⁠⁠⁠Youtube⁠⁠⁠⁠Learn more about Fabien ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠ Disclaimer This episode only represents Fabien's own opinion and personal thoughts.