{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Building an Audience Day 1: Data-Driven Branding","description":"Erik Lokkesmoe, Principal at Aspiration Studios (Nashville, TN), provides insights into how strong branding, a brand\u2019s relational partners, and brand-based distribution systems are changing marketing; highlights how some of the \u201cnewer players\u201d (NetFlix, Amazon Prime, Hulu) are tracking audiences\u2019 viewing viewing data to establish future project direction; and comments on how marketing metrics illustrates the critical alliance between marketing\u2019s creative side and its service side. Aspiration specializes in distribution (theatrical through digital) and marketing (ideation through execution) for films, TV, and media programming.   In this interview, Erik explains the differences between and impacts of: Integrated, technology-driven marketing distribution vs. the more traditional functional siloing Relational partners (leaning in together) vs. transactional partners (breakdown potential) The \u201cBlue ocean" strategy (uncontested market space) vs. "red oceans" where competitors fight for dominance   Erik spent 10 years in politics, where he learned about marketing . . . and that politics was not nearly as effective in shaping hearts, minds, behavior, and beliefs as was storytelling. Today, he is a \u201cproducer of marketing distribution\u201d for \u201cmakers of content\u201d (creatives). He identifies three issues driving marketing and content today: We have the \u201cmost cluttered\u201d marketplace in history Audiences are \u201ctribal\u201d\u2014more fragmented and segmented than ever Traditional systems and old ways of doing things are breaking down.   He also defines three ideals that motivate younger generations: Community (belonging to something) Craft (being good at something) Cause (believing in something)   Erik authored the book, Different Drummer. Theme? Intentional avoidance of \u201ccommon knowledge\u201d communications to facilitate independent thinking. Erik is available on Twitter at: @eriklokkesmoe and @AspirationHQ. His email is: erik@aspiration.is and the company website is: https:\/\/aspiration.is\/ ","author_name":"The Marketing Agency Leadership Podcast","author_url":"http:\/\/spinutech.com","html":"