WEBVTT
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Hello and welcome to Label Sessions Presents,
00:00:02.140 --> 00:00:03.799
the podcast where we talk to the most interesting
00:00:03.799 --> 00:00:05.719
people about all the things you need to know
00:00:05.719 --> 00:00:08.160
over the next hundred days from innovation to
00:00:08.160 --> 00:00:11.220
business, design, tech and culture. I am Fuzlan
00:00:11.220 --> 00:00:14.439
Isor and today we're joined by two brand new
00:00:14.439 --> 00:00:17.359
label mates or experts in their field as well
00:00:17.359 --> 00:00:21.539
as our own content expert, Josh Nixon. Welcome
00:00:21.539 --> 00:00:26.500
everyone. Hi. Hi there. Hello, everyone. Just
00:00:26.500 --> 00:00:30.059
a quick hello and welcome to John Wilson, the
00:00:30.059 --> 00:00:32.600
brand repositioning strategist behind fashion
00:00:32.600 --> 00:00:35.539
and sportswear comebacks. From reviving global
00:00:35.539 --> 00:00:37.820
names like Converse and Reebok to guiding founders
00:00:37.820 --> 00:00:40.799
through relaunches and resets, John helps brands
00:00:40.799 --> 00:00:43.600
reconnect product culture and commercial strategy
00:00:43.600 --> 00:00:47.359
so relevance and results return at the same time.
00:00:47.679 --> 00:00:52.759
Welcome, John. Thank you. Big welcome to Maria
00:00:52.759 --> 00:00:56.640
Trapani. Maria is the go -to executive for Corporate
00:00:56.640 --> 00:00:58.840
Mission Impossible. With over 20 years of global
00:00:58.840 --> 00:01:01.200
experience, she helps leaders build high -performance
00:01:01.200 --> 00:01:04.319
teams under pressure, turns panic into engagement,
00:01:04.700 --> 00:01:08.200
and transforms unbankable situations into bankable
00:01:08.200 --> 00:01:10.840
outcomes. All while coaching executives to think
00:01:10.840 --> 00:01:13.260
better and lead with clarity when the stakes
00:01:13.260 --> 00:01:17.140
are highest. Welcome, Maria. Thank you, Fazer.
00:01:17.439 --> 00:01:20.760
Awesome. So our first topic of the day, it's
00:01:20.760 --> 00:01:23.780
not AI, that's coming soon, but it is around
00:01:23.780 --> 00:01:27.439
the 2026 buzzword, which is content. So it's
00:01:27.439 --> 00:01:30.280
never been cheaper or easier for brands to make
00:01:30.280 --> 00:01:35.079
stuff. So naturally they are. The result, scroll
00:01:35.079 --> 00:01:38.560
fatigue, visual sameness and audiences quietly
00:01:38.560 --> 00:01:42.299
turning out and turning off. Now, even Netflix's
00:01:42.299 --> 00:01:45.799
CEO is saying, TV is just about everything right
00:01:45.799 --> 00:01:49.060
now. While Gap has hired a chief entertainment
00:01:49.060 --> 00:01:51.280
officer as a sign that brands are starting to
00:01:51.280 --> 00:01:54.780
think less like advertisers and more like studios.
00:01:55.620 --> 00:01:57.840
In a world drowning in content, do brands win
00:01:57.840 --> 00:02:01.739
by producing more or by becoming something closer
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to entertainment companies and making things
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people would actually choose to watch, follow
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or talk about? What do we think about brands
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becoming content houses that are more entertainment
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than content? No, I think that the bigger issue
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or the biggest issue, as you referenced, is there's
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so much content out there and there's a proliferation
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of it and there's so many media platforms and
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ways to get information that, you know, how do
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brands break through their clutter and how do
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brands really tell their story? you know, in
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that massive sort of influx of content from everywhere.
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And so, you know, I think, yeah, entertainment,
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it's important. We've always used it, you know,
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the Reeboks and Converse's and the American Eagles
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of the world and so on as part of the mix. But
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I think one of the one of the things I always
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think about, you know, dealing with trying to
00:03:04.689 --> 00:03:08.270
get the message out there and to resonate with
00:03:08.270 --> 00:03:11.050
your target consumer, where it starts getting
00:03:11.050 --> 00:03:17.750
challenging is to actually take a step back from,
00:03:17.969 --> 00:03:20.830
for example, letting content drive strategy,
00:03:21.110 --> 00:03:24.789
which is what's happening in some ways. Take
00:03:24.789 --> 00:03:28.310
a step back and, you know, really ask the question,
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are we connecting the dots with the brand? You
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know, all these great ideas, these creative,
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amazing, creative ideas and so on and so forth,
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which in themselves are great. But are they working
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are they connecting everything back to what the
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brand stands for what makes the brand? unique
00:03:42.819 --> 00:03:45.259
and special, you know, what sort of brought the
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brand to the party because We try to spread it
00:03:48.740 --> 00:03:52.319
too thin With so many messages and so many audiences
00:03:52.319 --> 00:03:55.620
and so many media it can start to lose its way
00:03:55.620 --> 00:03:59.740
and You know, I said for example in my industry
00:03:59.740 --> 00:04:04.539
my Nike Nike Started focusing on on sneaker heads
00:04:04.539 --> 00:04:09.180
and the fashion side instead of its core athlete
00:04:09.180 --> 00:04:12.500
audience, you know, they lost their way to some
00:04:12.500 --> 00:04:14.199
extent. So they're in a big turnaround right
00:04:14.199 --> 00:04:17.519
now. And that turnaround strategy is get back
00:04:17.519 --> 00:04:19.439
to the basics, get back to what's the brand stand
00:04:19.439 --> 00:04:22.480
for? Who's our audience? What are our channels?
00:04:22.959 --> 00:04:25.360
And how do we, you know, what's our storytelling
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message? And is it consistent and focused across
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all of these? too many uh media in many ways
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and so you know that's how i'd look at it you
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know i take a step back it's getting really busy
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out there it's getting noisy out there how do
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we make sure we get through not just through
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clever creative because the creative can sometimes
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become the star versus the brand and so in a
00:04:52.319 --> 00:04:54.699
nutshell i you know i have to take a bit of a
00:04:54.699 --> 00:04:57.560
step back at this point just second guess ourselves
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you know that where all the dots are connected.
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I totally agree with John. And I would frame
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it not as if brands need to win by producing
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more or by trying to be entertaining companies.
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Like John was saying, step back. We live in an
00:05:21.490 --> 00:05:26.970
attention economy. Also our brain is an attention
00:05:26.970 --> 00:05:33.000
economy. by itself. We are cognitively overloaded.
00:05:33.860 --> 00:05:36.879
We are hyper connected and flooded with content.
00:05:37.740 --> 00:05:41.699
And paradoxically, we are more isolated and feel
00:05:41.699 --> 00:05:45.060
less understood than ever. So what are all these
00:05:45.060 --> 00:05:49.600
things telling us? I think that the advantage
00:05:49.600 --> 00:05:54.199
isn't in volume or spectacle really, rather,
00:05:55.019 --> 00:05:59.029
it's in relevance. in resonance. So it's the
00:05:59.029 --> 00:06:02.810
ability of hit the nerve and create a sense of
00:06:02.810 --> 00:06:07.829
connection with your target audience. And I think
00:06:07.829 --> 00:06:11.670
that those would be the brands that win. Those
00:06:11.670 --> 00:06:17.509
that you feel that human connection. And that
00:06:17.509 --> 00:06:21.250
becomes even more important in AI, in this AI
00:06:21.250 --> 00:06:28.279
era, right? I think, I truly think that the human
00:06:28.279 --> 00:06:35.800
edge is the only hedge that we have. And as everything
00:06:35.800 --> 00:06:39.220
gets more and more overcrowded and noisy and
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commoditized, then all of these human traits
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become even more relevant. I think there's quite
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an important question here. are brands meant
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to entertain us? Do we want gap? Do I want gap
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to entertain or just give me a really good t
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shirt? Because I feel like people spend so much
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time on content now that the idea of the intensification
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of product has become sort of allowed. So you're
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like, we'll do something creative in the ad space.
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But the alternative is just give me something
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good. And that's that's probably a better way
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to go about making sure your brand stands out.
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And I think, John, to your point about Nike,
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instead of focusing on the sneaker hit, if you
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had just given us good product, everyone would
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have come on board. Not to say that Nike doesn't
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give great product, but you know, there sort
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of is this, let's entertain rather than let's
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just do good things. That seems to be pervasive
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across the board, really. I guess back to the
00:07:46.060 --> 00:07:49.939
whole you know the concept of the creative driving
00:07:49.939 --> 00:07:51.879
the strategy because we can all come up with
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some amazing ideas and they may be incredibly
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entertaining but after as a consumer as a particularly
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a target consumer for specific brand do I come
00:08:02.860 --> 00:08:04.860
away wanting to buy more of that product or do
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I just think oh that's great creative so it's
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you know the creative becomes the strategy in
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many ways versus entertaining creative that really
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hits the emotional buttons for that brand and
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really connects to its community. So I have no
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problem with great creative and entertainment
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and everything else, but does it dial back to
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what we are? as a brand. I was thinking of a
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really interesting brand that could almost be
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the exception to the rule here is Red Bull. We
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talk about them a lot in terms of the fact that
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they've seemingly branched off into 50 different
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things that aren't energy drinks, where you don't
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even remember what they are energy drink anymore.
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We're also associated with Xtreme Sports, but
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it seems to have been a really successful tilt
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for them, in addition to obviously what they
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originally set out to do. So it's kind of fascinating
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that it can work. again like everyone else is
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saying when everyone's trying to do everything
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then that's not unique anymore is it? Yeah I
00:09:02.230 --> 00:09:06.750
think that the Red Bull has an advantage because
00:09:06.750 --> 00:09:09.769
their whole story is about excitement you know
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it's about having that extra caffeine in it so
00:09:12.690 --> 00:09:15.190
I mean you can create a lot of exciting creatives
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so they're not bound by as tight a positioning
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as some others but that's a good point though
00:09:22.669 --> 00:09:25.610
I mean everything that They can go as outrageous
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as they want because that's what they're trying
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to sell, I suppose. That's a good example.
00:00:00.000 --> 00:00:01.919
Hello and welcome to Label Sessions Presents,
00:00:02.140 --> 00:00:03.799
the podcast where we talk to the most interesting
00:00:03.799 --> 00:00:05.719
people about all the things you need to know
00:00:05.719 --> 00:00:08.160
over the next hundred days from innovation to
00:00:08.160 --> 00:00:11.220
business, design, tech and culture. I am Fuzlan
00:00:11.220 --> 00:00:14.439
Isor and today we're joined by two brand new
00:00:14.439 --> 00:00:17.359
label mates or experts in their field as well
00:00:17.359 --> 00:00:21.539
as our own content expert, Josh Nixon. Welcome
00:00:21.539 --> 00:00:26.500
everyone. Hi. Hi there. Hello, everyone. Just
00:00:26.500 --> 00:00:30.059
a quick hello and welcome to John Wilson, the
00:00:30.059 --> 00:00:32.600
brand repositioning strategist behind fashion
00:00:32.600 --> 00:00:35.539
and sportswear comebacks. From reviving global
00:00:35.539 --> 00:00:37.820
names like Converse and Reebok to guiding founders
00:00:37.820 --> 00:00:40.799
through relaunches and resets, John helps brands
00:00:40.799 --> 00:00:43.600
reconnect product culture and commercial strategy
00:00:43.600 --> 00:00:47.359
so relevance and results return at the same time.
00:00:47.679 --> 00:00:52.759
Welcome, John. Thank you. Big welcome to Maria
00:00:52.759 --> 00:00:56.640
Trapani. Maria is the go -to executive for Corporate
00:00:56.640 --> 00:00:58.840
Mission Impossible. With over 20 years of global
00:00:58.840 --> 00:01:01.200
experience, she helps leaders build high -performance
00:01:01.200 --> 00:01:04.319
teams under pressure, turns panic into engagement,
00:01:04.700 --> 00:01:08.200
and transforms unbankable situations into bankable
00:01:08.200 --> 00:01:10.840
outcomes. All while coaching executives to think
00:01:10.840 --> 00:01:13.260
better and lead with clarity when the stakes
00:01:13.260 --> 00:01:17.140
are highest. Welcome, Maria. Thank you, Fazer.
00:01:17.439 --> 00:01:20.760
Awesome. So our first topic of the day, it's
00:01:20.760 --> 00:01:23.780
not AI, that's coming soon, but it is around
00:01:23.780 --> 00:01:27.439
the 2026 buzzword, which is content. So it's
00:01:27.439 --> 00:01:30.280
never been cheaper or easier for brands to make
00:01:30.280 --> 00:01:35.079
stuff. So naturally they are. The result, scroll
00:01:35.079 --> 00:01:38.560
fatigue, visual sameness and audiences quietly
00:01:38.560 --> 00:01:42.299
turning out and turning off. Now, even Netflix's
00:01:42.299 --> 00:01:45.799
CEO is saying, TV is just about everything right
00:01:45.799 --> 00:01:49.060
now. While Gap has hired a chief entertainment
00:01:49.060 --> 00:01:51.280
officer as a sign that brands are starting to
00:01:51.280 --> 00:01:54.780
think less like advertisers and more like studios.
00:01:55.620 --> 00:01:57.840
In a world drowning in content, do brands win
00:01:57.840 --> 00:02:01.739
by producing more or by becoming something closer
00:02:01.739 --> 00:02:04.359
to entertainment companies and making things
00:02:04.359 --> 00:02:06.780
people would actually choose to watch, follow
00:02:06.780 --> 00:02:10.439
or talk about? What do we think about brands
00:02:10.439 --> 00:02:14.360
becoming content houses that are more entertainment
00:02:14.360 --> 00:02:18.199
than content? No, I think that the bigger issue
00:02:18.199 --> 00:02:21.199
or the biggest issue, as you referenced, is there's
00:02:21.199 --> 00:02:25.400
so much content out there and there's a proliferation
00:02:25.400 --> 00:02:29.699
of it and there's so many media platforms and
00:02:29.699 --> 00:02:32.919
ways to get information that, you know, how do
00:02:32.919 --> 00:02:35.740
brands break through their clutter and how do
00:02:35.740 --> 00:02:39.250
brands really tell their story? you know, in
00:02:39.250 --> 00:02:45.229
that massive sort of influx of content from everywhere.
00:02:45.990 --> 00:02:49.030
And so, you know, I think, yeah, entertainment,
00:02:49.069 --> 00:02:51.349
it's important. We've always used it, you know,
00:02:51.610 --> 00:02:54.189
the Reeboks and Converse's and the American Eagles
00:02:54.189 --> 00:02:58.610
of the world and so on as part of the mix. But
00:02:58.610 --> 00:03:01.189
I think one of the one of the things I always
00:03:01.189 --> 00:03:04.689
think about, you know, dealing with trying to
00:03:04.689 --> 00:03:08.270
get the message out there and to resonate with
00:03:08.270 --> 00:03:11.050
your target consumer, where it starts getting
00:03:11.050 --> 00:03:17.750
challenging is to actually take a step back from,
00:03:17.969 --> 00:03:20.830
for example, letting content drive strategy,
00:03:21.110 --> 00:03:24.789
which is what's happening in some ways. Take
00:03:24.789 --> 00:03:28.310
a step back and, you know, really ask the question,
00:03:28.409 --> 00:03:30.650
are we connecting the dots with the brand? You
00:03:30.650 --> 00:03:32.930
know, all these great ideas, these creative,
00:03:33.210 --> 00:03:35.229
amazing, creative ideas and so on and so forth,
00:03:35.229 --> 00:03:38.240
which in themselves are great. But are they working
00:03:38.240 --> 00:03:40.340
are they connecting everything back to what the
00:03:40.340 --> 00:03:42.819
brand stands for what makes the brand? unique
00:03:42.819 --> 00:03:45.259
and special, you know, what sort of brought the
00:03:45.259 --> 00:03:48.740
brand to the party because We try to spread it
00:03:48.740 --> 00:03:52.319
too thin With so many messages and so many audiences
00:03:52.319 --> 00:03:55.620
and so many media it can start to lose its way
00:03:55.620 --> 00:03:59.740
and You know, I said for example in my industry
00:03:59.740 --> 00:04:04.539
my Nike Nike Started focusing on on sneaker heads
00:04:04.539 --> 00:04:09.180
and the fashion side instead of its core athlete
00:04:09.180 --> 00:04:12.500
audience, you know, they lost their way to some
00:04:12.500 --> 00:04:14.199
extent. So they're in a big turnaround right
00:04:14.199 --> 00:04:17.519
now. And that turnaround strategy is get back
00:04:17.519 --> 00:04:19.439
to the basics, get back to what's the brand stand
00:04:19.439 --> 00:04:22.480
for? Who's our audience? What are our channels?
00:04:22.959 --> 00:04:25.360
And how do we, you know, what's our storytelling
00:04:25.360 --> 00:04:29.600
message? And is it consistent and focused across
00:04:29.600 --> 00:04:34.259
all of these? too many uh media in many ways
00:04:34.259 --> 00:04:36.740
and so you know that's how i'd look at it you
00:04:36.740 --> 00:04:38.720
know i take a step back it's getting really busy
00:04:38.720 --> 00:04:40.759
out there it's getting noisy out there how do
00:04:40.759 --> 00:04:43.920
we make sure we get through not just through
00:04:43.920 --> 00:04:47.680
clever creative because the creative can sometimes
00:04:47.680 --> 00:04:52.319
become the star versus the brand and so in a
00:04:52.319 --> 00:04:54.699
nutshell i you know i have to take a bit of a
00:04:54.699 --> 00:04:57.560
step back at this point just second guess ourselves
00:04:57.560 --> 00:05:00.189
you know that where all the dots are connected.
00:05:00.910 --> 00:05:06.610
I totally agree with John. And I would frame
00:05:06.610 --> 00:05:12.990
it not as if brands need to win by producing
00:05:12.990 --> 00:05:16.790
more or by trying to be entertaining companies.
00:05:18.529 --> 00:05:21.490
Like John was saying, step back. We live in an
00:05:21.490 --> 00:05:26.970
attention economy. Also our brain is an attention
00:05:26.970 --> 00:05:33.000
economy. by itself. We are cognitively overloaded.
00:05:33.860 --> 00:05:36.879
We are hyper connected and flooded with content.
00:05:37.740 --> 00:05:41.699
And paradoxically, we are more isolated and feel
00:05:41.699 --> 00:05:45.060
less understood than ever. So what are all these
00:05:45.060 --> 00:05:49.600
things telling us? I think that the advantage
00:05:49.600 --> 00:05:54.199
isn't in volume or spectacle really, rather,
00:05:55.019 --> 00:05:59.029
it's in relevance. in resonance. So it's the
00:05:59.029 --> 00:06:02.810
ability of hit the nerve and create a sense of
00:06:02.810 --> 00:06:07.829
connection with your target audience. And I think
00:06:07.829 --> 00:06:11.670
that those would be the brands that win. Those
00:06:11.670 --> 00:06:17.509
that you feel that human connection. And that
00:06:17.509 --> 00:06:21.250
becomes even more important in AI, in this AI
00:06:21.250 --> 00:06:28.279
era, right? I think, I truly think that the human
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edge is the only hedge that we have. And as everything
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gets more and more overcrowded and noisy and
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commoditized, then all of these human traits
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become even more relevant. I think there's quite
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an important question here. are brands meant
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to entertain us? Do we want gap? Do I want gap
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to entertain or just give me a really good t
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shirt? Because I feel like people spend so much
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time on content now that the idea of the intensification
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of product has become sort of allowed. So you're
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like, we'll do something creative in the ad space.
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But the alternative is just give me something
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good. And that's that's probably a better way
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to go about making sure your brand stands out.
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And I think, John, to your point about Nike,
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instead of focusing on the sneaker hit, if you
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had just given us good product, everyone would
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have come on board. Not to say that Nike doesn't
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give great product, but you know, there sort
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of is this, let's entertain rather than let's
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just do good things. That seems to be pervasive
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across the board, really. I guess back to the
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whole you know the concept of the creative driving
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the strategy because we can all come up with
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some amazing ideas and they may be incredibly
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entertaining but after as a consumer as a particularly
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a target consumer for specific brand do I come
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away wanting to buy more of that product or do
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I just think oh that's great creative so it's
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you know the creative becomes the strategy in
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many ways versus entertaining creative that really
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hits the emotional buttons for that brand and
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really connects to its community. So I have no
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problem with great creative and entertainment
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and everything else, but does it dial back to
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what we are? as a brand. I was thinking of a
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really interesting brand that could almost be
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the exception to the rule here is Red Bull. We
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talk about them a lot in terms of the fact that
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they've seemingly branched off into 50 different
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things that aren't energy drinks, where you don't
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even remember what they are energy drink anymore.
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We're also associated with Xtreme Sports, but
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it seems to have been a really successful tilt
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for them, in addition to obviously what they
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originally set out to do. So it's kind of fascinating
00:08:53.690 --> 00:08:57.330
that it can work. again like everyone else is
00:08:57.330 --> 00:08:58.990
saying when everyone's trying to do everything
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then that's not unique anymore is it? Yeah I
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think that the Red Bull has an advantage because
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their whole story is about excitement you know
00:09:09.769 --> 00:09:12.690
it's about having that extra caffeine in it so
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I mean you can create a lot of exciting creatives
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so they're not bound by as tight a positioning
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as some others but that's a good point though
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I mean everything that They can go as outrageous
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as they want because that's what they're trying
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to sell, I suppose. That's a good example.
