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Digging Deeper

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Creativity is a path to problem solving, a way to captivate, build meaningful connections and inspire action. In this weekly podcast from CORNETT, a creative agency in Lexington, Kentucky, host Jason Falls interviews creatives, executives and thought leaders to see how they harness the not-so-secret weapon of creativity to create business advantages.

Creativity is a path to problem solving, a way to captivate, build meaningful connections and inspire action. In this weekly podcast from CORNETT, a creative agency in Lexington, Kentucky, host Jason Falls interviews creatives, executives and thought leaders to see how they harness the not-so-secret weapon of creativity to create business advantages.

Location:

United States

Description:

Creativity is a path to problem solving, a way to captivate, build meaningful connections and inspire action. In this weekly podcast from CORNETT, a creative agency in Lexington, Kentucky, host Jason Falls interviews creatives, executives and thought leaders to see how they harness the not-so-secret weapon of creativity to create business advantages.

Twitter:

@TeamCornett

Language:

English

Contact:

859.281.5904


Episodes

The Easier Path to Audience & Influence Insights

5/10/2022
If you want consumer insights for your brand, you have traditionally relied on focus groups, surveys and other research studies. Those are typically time-consuming, difficult to gather and analyze, and expensive. Rand Fishkin sat out to solve for that problem. Fishkin is known for founding MOZ. Now he's building an easier path to discovering insights about a given audience, including who influences them, without expensive research. He visited #DiggingDeeper this week to talk about SparkToro...

Duration:00:28:57

The Sustainability Concerns with Blockchain, Bitcoin and NFTs

4/19/2022
We’ve talked a lot about the blockchain, NFTs and Web 3.0 on Digging Deeper recently, but there’s a big concern out there over blockchain technology and its carbon footprint. It’s estimated that one Bitcoin transaction uses around 2,100 kilowatt hours. That’s the same energy the average U.S. household uses in 75 days. When the energy source powering the computers that churn out that transaction is non-renewable, more greenhouse gas emissions happen and the environment takes another hit. But...

Duration:00:36:37

Improving the Sales Function by Getting Rid of Pitch Decks?!?

4/12/2022
Jarron Vosburg from JumpCrew says we can do away with the pitch deck. He is disrupting B2B sales and will share his perspective on what we're all doing wrong but may not know it on this episode of #DiggingDeeper. Vosburg is the vice-president of Sales at JumpCrew. That is an acquisition marketing platform company out of Nashville. They’re all about helping you optimize sales. We talk about the pitch deck concept, but also more specifically about how sales and marketing work together,...

Duration:00:34:12

The Legalities of NFTs, Crypto, and the Metaverse

4/5/2022
Web 3.0 is an exciting new territory to play. But with new territory comes new risk. On this episode of Digging Deeper, we dig deeper into the world of Web 3.0 and conduct our due diligence around the legalities of the Metaverse, NFTs, and Cryptocurrency. Enrico Schaefer from Traverse Legal bills himself as the NFT lawyer. He specializes in consulting and representing clients with a need in technology and intellectual property issues. He’s been doing it for 30 years, so through Web 1.0 and...

Duration:00:36:08

Smarter Marketing Through An Entrepreneurial Spirit

3/29/2022
The entrepreneurial spirit can make you a better marketer. That’s the underlying gist of Tim Hines’s new book The Marketing Starter - How an Entrepreneurial Spirit Will Make You a More Savvy Marketer. Hines is a 17-year veteran of the startup marketing world. He's worked at agencies and brands, but always with a marketing-first mindset. He combined the two things he knows best – marketing and startups – into a refreshing and useful new book and outlook on what can make all marketers better....

Duration:00:38:20

Presenting Own It: Attacking the Gender Gap in Advertising Agency Ownership

3/28/2022
Less than one percent of all advertising agencies are owned by women. Read that again. It's kind of astonishing when you think about it. For Cornett owner Christy Hiler, that's a problem. Today, she launched an effort to do something to close the gender gap in ad agency ownership called Own it. The effort is being cataloged at UntilYouOwnIt.com where female and non-binary agency owners can join and participate in mentorship and other activities to help more women, Own It. Part of the effort...

Duration:00:14:26

Taking Charge of You with David Novak

3/22/2022
The best coach one can buy is one's self. That is the premise of the new book from David Novak, the former chairman and CEO of Yum! Brands. Yes … that Yum! Brands. Kentucky Fried Chicken, Taco Bell, Long John Silver’s, Pizza Hut. Novak lead the growth of some of the biggest brands in the world at the largest restaurant company in the world for many years. He's been called one of the most influential people in business by Forbes and others. Since his retirement from Yum! Brands , he has been...

Duration:00:23:41

Continuity in Brand Storytelling

3/15/2022
Cornett creative director Jason Majewski joins #DiggingDeeper to discuss a case study in brand storytelling with corporate filmmaker Gary Miller of Eye Level Films and film composer A.J. Hochhalter. The trio are part of the team behind several years worth of Cornett's video production work for UK HealthCare. Majewski led a discussion through the case study of the brand's primary commercial video work. That includes a consistency in storytelling, both visually and sonically, that continue to...

Duration:01:08:04

The Present & Future of Public Relations

3/8/2022
Public relations is perhaps one of the segments of the marketing world that has changed most in the last 20 years or so. That’s largely because the media landscape has changed and media relations is a big part of the PR world. When traditional journalists, editors and producers are no longer the gate keepers, but you’re still charged with earning coverage and attention for your company, you have to shift with the market. Robert Dilenschneider has weathered the storm and guided many a brand...

Duration:00:27:35

The Creative Minds of The Grill Dads

3/1/2022
What happens when you put two advertising creatives behind a grill feeding their friends? Discovery by Guy Fieri and your own Food Network show apparently. Mark & Fey … or more formally Mark Anderson and Ryan Fey are The Food Network stars of The Grill Dads . That’s the sizzle. But the steak for Digging Deeper is they’re both experienced marketing and ad creatives. Mark & Fey joined host Jason Falls to talk about their backgrounds, the rise to success of the show and social influence, and...

Duration:00:36:55

The Strategy of Digital Customer Care for an Audience of Billions

2/22/2022
The concept of digital customer care is something most companies now understand and implement. But it has taken a while for the majority of companies to migrate from old call centers and email support responses to plugging in to customer concerns in real-time, via apps and on social media. But imagine having to handle digital customer care on a scale most businesses never see. Elly Moody is the Digital Customer Care Program Strategy Manager for McDonald’s … yes, that McDonald’s. She is...

Duration:00:34:16

The Power of Women in Brand Leadership

2/15/2022
The Gooder Podcast highlights the powerhouse women in the consumer product goods industry. It’s a great show to inspire everyone, but particularly women, to achieve success and build leadership in business. The show is hosted by Diana Fryc from Retail Voodoo who visited with Digging Deeper to talk about women in leadership, but also cause marketing, CPG and food and beverage marketing and beyond. Her firm is a branding agency that focuses on guiding mission-driven consumer brands to attract...

Duration:00:34:57

Are Your Digital Assets Accessible? ADA Lawsuits Are On The Rise!

2/8/2022
The American’s With Disabilities Act or ADA is no less meaningful and relevant that the Civil Rights Act to companies today. But businesses often fail to consider how people with vision, hearing or physical disabilities can or cannot consume their online content. When one fails to provide accessible user experiences, they subject themselves to legal action. Well, lawsuits holding brands more accountable for their digital accessibility efforts are on the rise. Jason Taylor joined Digging...

Duration:00:27:09

The Case for Your Brand and the Metaverse

2/1/2022
Mitch Jackson thinks the Metaverse is the perfect opportunity for brands to standout and strengthen relationships with their consumers. His new book, The Metaverse Handbook - How to create, market and sell in a virtual word, is out this month. Jackson is all-in on showing people how to go virtual and find ways to connect with your audiences there. Jackson stopped by Digging Deeper to explain and try and talk host Jason Falls off his skeptical ledge about Web 3.0, brands in virtual worlds and...

Duration:00:43:32

Attacking The Healthy Beverage Vertical with Hello Water

1/18/2022
The healthy beverage aisle in your grocery or convenience store just keeps getting more and more crowded. The so-called Functional Beverage market is already a $50 billion industry. Amid fighting one another for dominance, brands in the category also have to battle the big-budget sugary drinks brands for consumer's attentions. Why on earth would someone enter that market with a startup brand, then? Rusty Jones, the co-founder and chief strategy officer at Hello Water knows. He and his...

Duration:00:33:44

The Man Behind Lexington's Psychedelic Experience

1/14/2022
We’re walking the walk here on the show by digging deeper into conversations with the type of folks we often interview on the live stream version of the show each Tuesday morning. But not everyone we want to talk to there can make it to a regimented, scheduled show. And, we have some very interesting people within the walls at Cornett whose expertise comes to bear for our clients. We also do some pretty neat things as a group that are well worth sharing with you. Why not give you access to...

Duration:00:12:43

Preparing Brands for a Browser Cookie-less World

1/11/2022
Google announced last year that sometime in 2023 it will no longer support browser cookies that advertisers often use to both target and retarget online ads. Firefox and Safari were ahead of the Google curve on that, but it wasn’t a dire concern until Google’s Chrome browser fell into line. Now, you still have 2022 to make adjustments and figure this all out. We’re going to start talking about it today with Joe Singer of Merged Analytics. His firm is a website visitor intelligence company,...

Duration:00:29:08

What Brands Should Watch For in 2022 Trends

1/4/2022
Happy New Year everyone! On this first episode of Digging Deeper for 2022, we usher in the new year by talking about the hot topics and trends that seem to be on everyone’s mind. The Metaverse. NFTs. The Blockchain. Influencers and more. Host Jason Falls shares practical advice for brands on learning, experimenting and understanding without committing unnecessary resources out of the gate. Plus, we share a recent client video that gave everyone a bit of a laugh about NFTs before the...

Duration:00:43:05

Finding Your Capital S Story

12/21/2021
As we close out Digging Deeper for 2021, I thought it best to return to a core focus of all good marketing communications and that is storytelling. All the technical wizardry and business objectives and channel approaches do you no good unless you are able to leverage all of them to tell a strong story. Paul Furiga has written and edited 20,000 stories as a journalist, covering everything from murders to the White House. When he moved into the agency side of the marketing world, he spent a...

Duration:00:37:32

Meet Cornett's own TikTok Influencer – Senior Web Developer Matt Hudgins

12/17/2021
We’re walking the walk here on the show by digging deeper into conversations with the type of folks we often interview on the live stream version of the show each Tuesday morning. But not everyone we want to talk to there can make it to a regimented, scheduled show. And, we have some very interesting people within the walls at Cornett whose expertise comes to bear for our clients. We also do some pretty neat things as a group that are well worth sharing with you. Why not give you access to...

Duration:00:19:25