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In the first episode of the Relevance Project, Cole sits down with the teams at SkyGOAT, Kitworks, and Loon'r to understand where each brand is starting, what they want organic content to accomplish, and how they'll measure progress along the way.
The conversations reveal a shared challenge. The brands have audiences, products, and stories worth telling, but they haven...
Professor Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute, Adelaide University, breaks down the science behind how brands are remembered.
We explore why memory is at the heart of effective marketing, why only a small percentage of buyers are in-market at any given time, and what marketers should be doing to build future demand....
Cole shares the thinking behind The Relevance Project and why he believes relevance has become one of the most important competitive advantages available to brands today.
The goal of marketing hasn't changed, but the landscape and tools have. Attention is becoming scarcer, paid media is becoming more expensive, audiences have more control over what they consume than ev...
After reviewing 19 brand applications, Port Side has selected three brands to work with:
Andy Pearson, VP of Creative at Liquid Death, explains why brands should stop thinking like advertisers and start thinking like entertainers. We dive into how Liquid Death built one of the largest organic audiences without relying on paid media, why humor is an underrated ...