Seth Godin Interview

It seems that during the last few years, controversy and “in your face” attitude have been used in several social related marketing campaigns. (France’s AIDES campaigns, Camp Okutta for Children online videos, MTV’s Sex is no accident…). What do you think about that trend? Do you think there must be a limit or, if the cause is noble, the marketer can be as provocative as he/she wants?

I think that provocation gets old, faster and faster. I’m not sure that doing good gives you the moral right to be obnoxious, but either way, it’s not going work for much longer.

What’s the most groundbreaking or outstanding social related marketing campaign that you’ve ever seen?

I’m more interested in what works than what’s cool. Kiva works, no doubt about it. AmeriCorps. The Peace Corps. Doctors without Borders…

Steve Jones Interview

 1. Brand Like a Rock Star is a very refreshing and well-researched book about branding. How did you come with the idea of writing it?

I’ve spent the bulk of my career managing radio station brands, and in that capacity I had a front row seat to the rise, and sometimes fall, of some legendary bands. I worked with the bands and labels to promote new releases, concerts, and stunts. Through my radio career I also watched other companies spending literally hundreds of millions of marketing dollars on campaigns that sometimes worked, and sometimes didn’t. So I came away with a unique perspective that combines both business and music… my two passions. Combining them led to the very enjoyable experience of researching and writing the book.