October 7, 2021

A-Cast Episode 26: Are Marketers Addicted to Advertising? ft. Chris Kneeland

Are Marketers Addicted to Advertising?


Are marketers addicted to advertising? Is there a better way to lead growth and innovation? Our host Marc Binkley explores questions like these and some potential solutions with the always engaging Chris Kneeland.

Background on Chris Kneeland

    Chris is the CEO of Cult Collective, one of North America's premiere engagement marketing firms. He's also the Co-Founder of The Gathering, on of the best marketing conferences in North America and Co-Founder of Communo, a marketing talent outsourcing agency.


0:49 – Intro to Chris Kneeland4:38 – Why Chris believes advertisers are addicted to advertising9:32 – Discounting is only one lever for marketers to increase revenue and customer benefits15:09 – Why marketing has devolved to just advertisers17:26 – What makes Southwest Airlines a unique brand21:25 – Why the sales funnel is a flawed mental model26:20 – How we might get into a customer’s initial consideration set without advertising29:44 – The genius of Elon Musk’s approach to positioning Tesla32:51 – The inspiration for Cult Brands and The Gathering36:12 – Cult Brand Principle #1 – Culture39:40 - Cult Brand Principle #2 – Co-Creation45:20 - Cult Brand Principle #3 – Relatable49:11 - Cult Brand Principle #4 – Creation of rites and rituals57:00 - Cult Brand Principle #5 – Congregate1:07:48 – How to find out more about Chris and Cult

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