Episodes

During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about marketing and generating revenue in times of crisis, becoming a CMO who is hard to fire and masterminds for executives of color. How do brands figure out what to do and say? Given th...

Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually bullshit. Five Marketing Lies and Why Number one, great marketing is about marketing into an existing market to increase market share. “Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they ...

https://youtu.be/7qngxkupxFE Today, in this very special episode, we’re going to go deep on one of the seminal, most powerful marketing skills there is — copywriting. To discuss more, we have the OG of copywriting, Cole Schaefer of Honeycopy.com. Pay special attention to a particular legendary idea that Cole shares about how you can use your favorite book or books to transform your own writing. Marketers Should Be Writers Cole believes all marketers should also be writers. He believes this is ...

Today, let’s take a look at the role of marketing in driving real, dramatic, impactful, important social change. We dig into topics like the battle against AIDS, the women’s movement, and even the founding of the United States of America as actual acts of legendary marketing, and what you might think of as category design. It moves the world Christopher believes that legendary marketing does more than just drive sales. Legendary marketing does more. Marketing a provocative point of view creates...

https://youtu.be/4t9Z3V-CQEo We are hoping you read Jim Collins two legendary books Built to Last and Good to Great. These are game-changers with insanely great research about businesses. In those books, he introduces the concept of a BHAG, which is an acronym for big, hairy, audacious goal. In this episode, let’s talk about why you need, what legendary author Jim Collins calls, a big, hairy, audacious goal. Man On The Moon Mission One of the greatest examples of a BHAG is when John F. Kennedy...

https://youtu.be/FFag2a148Qc In this episode of the PodStorm, let’s talk about some little marketing ideas that can produce legendary results. Christopher shares two stories to depict this: the first, about how legendary guitar brand Fender got 500,000 emails almost overnight during the pandemic, and how Colgate got kids to brush their teeth with ice cream. Fender Got 500,000 Emails During C19 Christopher narrates stories from his friend and copywriter Cole Shaefer of Honeycopy.com about Fende...

During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our fourth part of the Q&A session in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about lightning strikes, taglines, how to launch a new category, and much more. How long does a Lightning Strike Last? Christopher answers this question about marketi...

During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about podcasting, creativity and a whole lot more! Podcasting at home Christopher, together with Jason, answers a question posted in Follow Your Different Facebook Group asking if “this i...

https://youtu.be/M-ZwX6Qcbmk In this episode of the PodStorm. let’s talk about how to discover a category, create massive differentiation, and build a super valuable company, particularly in challenging times. Designed, Not Discovered Christopher gets all sorts of questions such as “how do I know if I have a category?” “I think I might have something, how do I discover a category?” “How do I know if this is a new category?” “How do I redesign an existing category, etc.” The first thing Christo...

https://youtu.be/tiY3tLnVud0 In this episode, let’s talk about the power of a well-timed stunt to gain attention, rise above the noise, and drive revenue. This is how we get our creative juices flowing. Do something that is maybe a little provocative, maybe a little risque. It should be designed to get a lot of attention, and maybe even drive some PR. Black Friday Sale, Not! Christopher shares about different brands and their provocative stunts. Max Temkin, founder of the Cards Against Humanit...

In today’s PodStorm episode, let’s go deep on how to market with a powerful point of view. POVs can be viewed as a mechanism for distinguishing your brand and most importantly, to design and dominate your market category. As wacky as it might sound, downturns can be very powerful times to do exactly that. To discuss this in more detail, we invited Elie Kanaan. He is one of the most talented CMOS and category designers, who now works as the Head of Marketing for Ogury Europe. One Big Challenge ...

https://youtu.be/Y0oQrse3rVo It appears that we are in a great time of transition. There is that “before February” and then there is “whatever comes after Coronavirus.” The present moment seems like we’re in a cocoon. We are at a cocoon time — an incredible in-between zone — where, in business sense, there is a good chance to have massive winners and horrible losers. Let’s talk about the mindset required to become one of those massive winners. There’s No “Going Back” We hear a lot of talk in ...

https://youtu.be/lEm9N828oRU Today on our Marketing PodStorm, let’s talk about why standing in front of an empty fireplace expecting it to be hot is kind of dumb. You see, oftentimes, CEOs, CFOs, and even CMOs cut down marketing during a downturn. Marketing In Desperate Times We understand that some of our business is in a situation where budget cuts are needed to ensure survival. However, Christopher points out that it is not one of the wisest moves to cut down the marketing budget, especiall...

During the PodStorm, were doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. Here is the second part of our recording, for Q&A about marketing and category design. We talk about all things ranging from new category creation, how to craft problems positively, and creating demand during a crisis. How to know if you have a new category? As counterintuitive as it might sound, now is a great time to launch a new category. Christopher encourages you to ask yourself a cou...

During the PodStorm, were doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first one, we’re going to share it with you in two parts. We talk about CEOs who don’t get marketing, the relationship between CMOs and CEOs during times of crisis, and more about evangelizing the brand. What do I do if my CEO doesn’t get it about marketing? Christopher shares that very little happens without legendary marketing. He stresses the difference of working on somethin...

https://youtu.be/3yCPhiRlVuE Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing. Today, let’s talk about a few, very simple ideas that can help drive revenue for both B2C companies and B2B companies. Get Radically Visible As we are trying to come back and slowly open...

https://youtu.be/itibVmOMixM Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing. Today, let’s talk about marketing simple aka beware the bag full of doorknobs. Biznobabble A lot of companies communicate and market in very confusing ways. Christopher says a lot of com...

Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing. In this episode, let’s discuss if you are either part of the noise or how you can rise above the noise with the power of a marketing lightning strike! Reach and Frequency It turns out that most marketing executions a...

https://youtu.be/myKVAJ6nFb0 Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing. In this episode, let’s talk about, arguably, the most important issue facing your marketing as you go forward powerfully: is your category a must-have, a nice to have or a don’t really ne...

https://youtu.be/2AGtzxRtxWM Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing. In this episode, let’s talk about what is possible: it is possible to emerge from this downturn as a stronger business because this recession is not going to stand, man! The HydraFacial S...

Today, let’s talk about why the future needs you and frankly, why the future needs some legendary marketing. Entrepreneurs, pay attention to this episode because the future needs you and your innovations to move the human race forward. Going Back To How It Was We hear a lot of discussion about how the business people plan to reopen businesses and how the entire workforce will get back to work. Christopher candidly gives his viewpoint for this: there is no going back to how it was before. “I thi...

We have is a very special free form conversation with Eddie Yoon, author of Superconsumers. He is also the category design guru to the Fortune 500. Recently, we collaborated on an article for Harvard Business Review “5 Ways to Stimulate Cash Flow in a Downturn.” In this episode, we bring that article to life as we talk about two big ideas: how to be thoughtfully aggressive and radically generous. Innovations Through Adversities Christopher and Eddie share some stories about what is currently ha...

In this episode, we have a thoughtful conversation about how to create and execute what Marketing guru and entrepreneurial podcaster Jeremy Ryan Slate calls “A Small Pond PR Strategy.” We dig into why you should go small before you go big. Small Pond PR Strategy Jeremy is the host of Create Your Own Life Podcast and owner of firm Command Your Brand Media. He is on a mission to help entrepreneurs get their message out though podcast guesting. Likewise, he also helps podcasters become more profit...

Extraordinary times call for legendary leadership. In this episode, we talk about why your brand will be defined by what you do during coronavirus. This is a moment of truth. What leaders do in moments of truth define who they become and what happens to our brand. “I think people are going to remember what you did or didn’t do during this crisis. How companies treat humanity during this crisis will have a long term impact.” – Christopher Lochhead Focus on People Christopher had been speaking wi...