Insights: Jordan Rogers and Sally Braid On Building Brand Campaigns
An insightful Creative Exchange session with the legendary ex-Nike marketer and experienced action sports comms specialist.
Insights is my new Looking Sideways section, exclusively for my paid subscribing community.
It’s an absolute treasure trove of the - well - insights and wisdom imparted by over 250 Looking Sideways guests; as well as from the 25 plus years I’ve been pissing about for a living as a journalist, author, podcaster, business owner, mentor and speaker.
It’s where you’ll find exclusive blogs, podcasts, video chats, guest posts and articles all geared towards answering that two fundamental questions:
How can I spend more time doing the things I’m passionate about?
What does a ‘successful’ creative life actually look like?
One of the reasons I enjoy the Creative Exchange conversations I’ve been hosting with my pals at Db so much is because they’re about knowledge-sharing, and demystifying topics that tend to attract a LOT of hot air.
And this Creative Exchange discussion on creating effective brand campaigns is a classic case in point.
For this one, we gathered Jon Weaver, current Db CMO and ex-Burton and Nike; my old pal Sally Braid, with her rich experience in action sports and lifestyle brands; and Jordan Rogers, whose personal story of transformation and subsequent success in sports marketing has made him something of an cult hero.
And, as usual, the conversation roved all over the place. Sure, the panel discussed their experiences of running high level campaigns for some of the world’s premier brands. But they also offered plenty of insights that any business or creative will find useful, whatever story they’re trying to tell.
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If you've ever wondered if how to approach marketing and brand building, or are wondering how to tell your own product, brand or campaign story, you’ll get a lot out of this one.
Among other things, we discussed:
The importance of finding genuine insights that connect with the target audience on an emotional level.
How Sally turned her dyslexia into a unique strength.
Authenticity in marketing, especially when entering niche communities or subcultures
The value of taking creative risks and not playing it too safe, even if it means potentially alienating some audiences
Why brands need to genuinely live their values, not just use ‘purpose’ as a marketing tactic.
The value of forming connections and building communities in the marketing world.
Watch our conversation below:
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