TFAR – Episode 35 – A Rally Cry for Radical Truth and Transparency in Marketing

TFAR – Episode 35 – A Rally Cry for Radical Truth and Transparency in Marketing

In today’s episode, Paul is joined by Brandon Keenen, CMO of Ziglu, a new challenger crypto bank recently acquired by Robinhood. Brandon has a diversified background, having previously served as CMO of Antstream as well as working on the publisher side with networks such as CNN, Buzzfeed, and AOL.

Brandon begins the discussion by emphasising the complexities of marketing, frequently creating over complicated answers to poorly defined problems resulting in snake oil selling and a lack of transparency that is prevalent throughout the industry. He describes the challenges of discussing attribution at the board level in a culture where the “myth of digital marketing” persists – the notion that digital can always be measured for everything. He emphasises the necessity of trust and communication, particularly between the board and investors – hockey stick growth is never easy.

The quality of the consumer is the most critical factor in reaching and replicating the appropriate consumer. Brandon also discusses his thoughts on Facebook and Google, and what marketers should be cautious about. He talks through his insights on how to balance the marketing funnel and what Ziglu has done well in terms of branding and positioning. He reminds marketers and businesses that building a brand takes time. Brandon shares what he is like as a leader and the ‘kite strings’ strategy as he fosters a culture of truth and collaboration among his team. Finally, Brandon discusses his personal efforts to develop as a marketer.

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