Hello readers!
What’s happening? Happy December.
A fair amount to cover in this issue so let’s cut the small talk.
Welcome to Issue #28!
The Perfect Stocking Stuffer?
Why, a paid subscription to this newsletter! Surely there is someone in your life that needs a monthly digest of Surrealism, Korean TV, and my brilliant wit and dry sense of humor?
Awkward Job Interviews
My increasingly gray head of hair is an indicator of many things. In this case, it’s a career that has spanned museums, auto racing, and software. I also worked at Burger King as a teenager, but I digress.
Along the way, I experienced countless interviews. Every job interview has helped shape me. I’ve experienced the disappointment of not getting a job, and the highs of getting an offer. Overall, I have had exceptionally positive experiences. However, there is always a but. I’ve also had some really weird experiences.
Please enjoy my Top 5 unique job interviews.
Drive 6 hours in one day
I once interviewed with a massive, global agency in Chicago. I had done several phone interviews, so the next step was for me to drive from Indy to Chicago for the in-person interview. We set the date and time and I arrived early. When I checked in at the front desk, no one, and I mean no one, knew what was going on. My recruiter was AWOL, so people scrambled and I found myself in an interview with two people that clearly had better things to do. For all I know, they were extras. It was awkward, uncomfortable, and I had to lead the entire meeting. I walked out and bought myself dessert. If I drank, it would have been bourbon.
Lesson learned: Take control
Not everyone knows how to interview (or in this case, wants to interview) – so sometimes you have to drive the experience and communicate your narrative. And look for a silver lining.
Grumpy CEO
I once flew from the US to Europe to interview for a CMO role. I was there 48 hours, and the interview started as soon as I landed. I dealt mostly with the COO and CFO who were wonderful. On my first evening, we all went to dinner and were joined by the CEO. This was a chance for me to meet him, but to also talk strategy with the core exec team. The CEO ignored me the entire dinner. He then gave me an incredibly awkward ride back to the hotel where I had to make small talk (not my best skill). The next day he barely spoke to me. I took the rest of the interviews seriously and professionally, but knew it was all doomed.
Lesson learned: Be picky
As an exec, you HAVE to click with the CEO. You should also be highly selective of who your boss is. And, research company culture ahead of flying to another continent. I at least got some good airline miles.
Bait and switch
I once interviewed to lead digital for a tech company and it went exceptionally well. I met my soon-to-be boss for coffee and she went through a verbal offer, benefits, and start date. I left the meeting sufficiently caffeinated and thrilled. But when I got home, I checked my email and had a rejection letter from the company! I reached out to the woman, because I thought it was a system error, and she never responded to me. I got ghosted. She got fired a few months later.
Lesson learned: You deserve a scone
I should have ordered a scone with the coffee. Seriously, the only lesson I can think of is to persevere.
Let’s be blunt
In an interview to become a CMO, I was talking to the CRO and COO about marketing strategy and alignment to sales. Halfway through the interview, the CRO interrupts me to state: “I am struggling to see what is special about you.” I laughed, because I genuinely appreciate awkward moments and responded with something about humility, etc. I finished the interview knowing this was not the company for me and that I was definitely not the CMO for them.
Lesson learned: No one else is going to be your hype man
Since then, I have been more direct about my accomplishments and speak with more confidence about myself (which I’m not particularly comfortable doing). I also am more analytical about assessing exec relationships, especially with a CRO – the CMO/CRO relationship is so critical.
Move to Saudi Arabia
I was recruited by a Saudi Arabian company to be a leader for a new museum opening in Saudi Arabia. They offered insane benefits like a tax free salary and housing, a travel stipend, and much more. I flew to Houston with an open mind, sense of curiosity, and very little information. I walked into a room filled with a panel of US, British, and Saudi Arabian men, grilling me for hours. It was not advertised in that manner and it was one of the toughest interviews of my career. Three months later (with little communication), I got a packet in the mail with a job offer and everything I needed to know to emigrate. I respectfully declined.
Lesson learned: Take a chance
Take a leap. This is why I keep an open mind and often interview (even if I am perfectly content in a current role). This panel session prepared me for more formal interviews (especially with larger groups) and resembled more of a board meeting than an interview. I am thankful for this, because it stretched me.
Conclusion
Interviews no longer intimidate me. I no longer get nervous. And although I always make sure I am prepared, I no longer have the anxiety that would frequently affect my confidence. My advice to anyone experiencing this today?
Run towards your fear
Know your value and speak to it
Pick the people you want to work alongside
Be open to the unexpected
A sense of humor is imperative
And don’t hold a grudge – it’s a small world
I can’t be the only one that has experienced weird interviews like this. I’d love to hear yours.
Brand Love: Kentucky Fried Chicken
There is a company out there that pushes the boundaries of conventional marketing and branding. In fact, they demolish any such boundaries.
They launch creative, humorous, and avant garde collaborations. They lead with wackiness and boldness. And they include their customers.
They have produced special edition Crocs. As well as Bath bombs. Keyboards. Firelogs. Edible nail polish and Bowl cuts. They’ve featured countless celebrity spokespeople. And much, much more.
I’m talking about Yum! Brands Kentucky Fried Chicken.
This post is an ode to KFC #Marketing. Not the chicken or the delicious biscuits, but the marketers and agencies behind one of the most surreal brands in the world. As a marketer, I’m here to talk shop. And within that context, I’m not sure I respect and admire a brand more than KFC.
A go-to-market approach this creative invariably occurs in the B2C space and with strong leadership. After all, if you are going to offer a chicken corsage during prom season, you must really trust your marketing team. Trust is the key word here. Most of the marketing leaders I speak to yearn for this. In fact, the title of this recent Wall Street Journal article says it all: Divide Between CMOs and CEOs Is Growing, Research Finds.
Nick Chavez is the US #CMO of KFC and is charged with keeping the KFC brand and sales fresh, as well as keeping the menu innovative. Part of this approach is tapping into KFC loyalists while building a new fan base: “we need to bring in new audiences and invite new generations of customers to discover or rediscover KFC. Everyone has a KFC moment, and we hear amazing stories about KFC experiences. Sometimes those stories come with a past tense, though.”
Sometimes these types of pivots require tough decisions. There is the saying, “there are no sacred chickens” and I’m guessing KFC Marketing says this a lot.
One of those sacrifices was to move away from the image of the Colonel with someone that appeals to new audiences and new generations of customers like hit rapper and Kentucky native Jack Harlow. In 2022 he partnered with KFC to curate a combo meal, “The Jack Harlow Meal” that’s been available at KFCs nationwide, on their website and mobile app.
For a glimpse into the collaboration, take a look at the video ad that Jack Harlow personally shared on his Instagram feed, capturing the essence of ordering his own menu at KFC.
Yet, the transformation doesn't stop with Jack Harlow. KFC has embarked on additional approaches, notably emphasizing video content as a cornerstone of their brand strategy. According to Nick Chavez, “The biggest shift in our marketing mix has been a pivot to addressable, targeted video – connected TV, online video, streaming video – with the primary screen being the mobile phone,”
A pan and zoom into KFC's video strategy on social media reveals a substantial and intentional effort to cultivate a new audience, particularly among young adults. With almost 1 million followers on both YouTube and TikTok, and a staggering 1.7 million on Instagram, #KFC is effectively building a digital community around its brand.
Analyzing their TikTok videos, which mirrors content on Instagram, reveals distinct categories. First, there are video ads featuring influencers and celebrities showcasing KFC's iconic chicken wings. Alongside these, there are owned videos, crafted by KFC's social media team, ensuring a consistent brand message. Additionally, there are videos featuring influencers indulging in KFC's chicken sandwiches, each tailored to specific niches – from those appealing to gamers to others showcasing the sensory experience of ASMR.
This comprehensive approach to video content underscores KFC's acute awareness of their #brand DNA and, perhaps more crucially, their understanding of their diverse customer base. Through engaging aesthetics, KFC not only entertains but also reinforces a strong connection between their brand and the audience, showcasing a marketing strategy finely tuned to the digital age.
As we reflect on KFC's bold strides in marketing innovation, the pivotal selection of MullenLowe U.S. in 2022 as their new strategic and creative agency signifies a deliberate move to propel their success to greater heights. “MullenLowe is an agency that is moving at the speed of culture and is well-versed in 360-degree campaigns across full-funnel marketing channels,” said Nick Chavez. “They understand the consumer, the consumer’s needs, and how to shift consumer behavior.”
This is critical to any company. It leads the manifestation of real actions about the brand, the connection to the customer and how it leads to revenue.
What can we apply from KFC’s master class in marketing? Let’s break this down.
Executive support
Strong leadership
A company that values marketing
An obsessive understanding of brand
Internal and external human talent
No sacred chickens
Budget
Branding that results in revenue
An environment where it is safe to take chances
I’m not suggesting every company adopt KFC’s approach. You/we need to find the right marketing strategy for our company. However, as marketers we need the above bullets to be successful. Communicating this across the organization, building relationships and becoming an advocate for our teams is the price of admission for being a marketing leader. Carve out the environment you need to be successful and take the risks.
Thank you KFC showing us marketers the way and for being such an inspiration.
Now some free ideas for you:
KFC Gravy Mud Mask
KFC Biscuit Ear Muffs
KFC Zoom Backgrounds
KFC Giant Chicken Pot Pie Swimming Pool
KFC Drumstick x Theragun Collab
I could go on and on.
Sources:
Massive thanks to Maria Scheifler for her insights, editing, feedback and research on this article.
Life Updates
My hat goes off to the wonderful people at Bosch. We have a new dishwasher. Thank you.
Our puppy Stanley is getting bigger and bigger by the day. His favorite thing to do is anything that annoys me. And he’s quite talented! And cute, fortunately for him.
New Website
I got a fresh new website. I loved my previous version. It was me - a little weird, surreal and unique. But now that I’m doing the advising stuff, I needed a shift. I went with something that is still me, but presented more of a consultant vibe. I’m very happy with how it turned out. Behind the actual site, there was a considerable amount of work.
Establishing an LLC and everything associated with that
New brand guidelines for me as an advisor
New Wordpress theme
Updated Headshots
Personal Messaging Exercise
All new content
SEO Focused
Guided use of Generative AI
One exercise that helped me immensely around messaging and positioning was the following…
I emailed a group of family, friends and former colleagues and simply asked: what are my strengths?
I had to get past the uncomfortableness of asking this, but once I did, I got a ton of responses. I took all of these and placed them into themes. I then dumped them all into ChatGTP and asked it to provide and executive summary. It was incredible. I used this as a guide to structure all of my copy, my areas of work focus and more. I recommend everyone do this. It’s a useful approach to planning a new website, preparing for a job interview or learning more about yourself.
Consumption
All the things going into this head of mine.
Links:
Magic eyes: the surreal world of Arthur Tress – in pictures
Could this Barbie Mariah Carey Doll Be All You Want for Christmas?
The Golden Bachelor is a morally corrupt nightmare
The 5 Best Apps of the Year, According to Apple
Frank Reynolds in The Last of Us
The Art of Tanuka Tatsuya
This Colorado Hotel May Be the First Carbon Positive Hotel in the U.S.
Gift Guide: The Gamer from Podium Life
Movies/TV:
Monarch: Legacy of Monsters. Highly anticipated Apple TV show. 2 episodes in and it’s good.
And I have been on a bit of a Christmas tear.
Best. Christmas. Ever. This is 4 movies in one and I’m not sure they ever had control of this one. BUT, gimme Brandy singing any day. And Heather Graham? 😍
Dashing through the Snow. Can we all agree that Santa is black? Ludacris in the starring role, but it’s Lil Rey who steals the show. Oscar-worthy performance.
Candy Lane Lane. I love Eddie Murphy. Santa is black and Jillian Bell is fantastic. Cute movie.
What are you watching?
Well folks. That’s a wrap on this issue. Next up for me? I’m off to Manchester, England to watch Manchester United play. It’s been a bucket list type of year and I am filled with gratitude.
Much love,
Daniel