Lochhead on Marketing

In this episode, Christopher Lochhead talks about a giant topic in business today, personal branding. He further shares the difference between a brand and a person. Moreover, he discusses why legendary executives and marketers don’t give weigh to personal branding much. Personal Beef with Personal Branding Personal branding has become a giant issue in business today. It seems like people can...

In this episode, Christopher Lochhead talks about why the company that frames and markets the problem, the most effectively, wins . To illustrate, he cites a music company, m, and ho they recently pulled something off in the marketing and PR point of view. Frame the Problem, Not the Solution Wise marketers and category creators have a strategic way of creating legendary marketing. One of these is...

In today’s episode, Christopher Lochhead talks about why courage is a critical ingredient for legendary marketing and category design . He poses the question: “What does it take to make legendary marketing happen?” and he shares some except his book Niche Down to answer this. Break From The Pack What does it take to break from the pack? The pack, which usually means the general public, the people...

In most industries, product-market fit is an unquestioned gospel, even in Silicon Valley. On the contrary, Christopher believes that product-market fit is a dangerous idea. Why? Because legendary marketers create and design their own category, as opposed to competing in an existing category. Product-Market Fit In the tech startup world, achieving product-market fit is often considered a major mile...

In this episode, Christopher Lochhead talks about how marketers strategically use language . Legendary marketers create a new language that educates the world on how they want their product or service perceived. Customer’s adaptation to that language is also a great tool to measure success. How People Perceive Us Christopher recently had Lee Hartley Carter on Follow Your Different Episode 099. Lee...

In today’s episode, Christopher gives us a rundown on why he thinks committees kill legendary marketing . Why is so much marketing, shitty? Christopher Lochhead candidly shares his honest observation on the industry today: a lot of marketing efforts suck. Aside from bad creatives, much of this onslaught of marketing stems from their inability to make a difference in designing and dominating a mark...

In this episode, Christopher Lochhead talks about the powerful, surprising winner-take-all realities of categories and why you want to be the category queen/king in your market. Christopher layout facts and data on category creation economics that you’ll find beneficial for your business, whether you’re in the tech industry or not. Winner Takes All In Christopher’s first book Play Bigger , they wr...

In this episode. Christopher Lochhead talks about what your real product or real service is. He discusses why product development and marketing should team because the perception of your product is your product. Marketing Defined One CEO, who is also a good friend of Christopher, once stated that “Marketing is what you do when you have a shitty product.” He was telling Christopher about their comp...

In this episode, Christopher Lochhead shares two eye-opening stories about Artificial Intelligence in Marketing . First is about Nike buying an AI marketing analytics company and second, Chase Bank using AI to write marketing copies. He further discusses how these two leverages technology to produce massive results. Nike Acquires AI Startup Tech Crunch reported that Nike announced its acquisition...

The difference between Marketing Strategy and Tactics, oftentimes, confuses most people. In this episode of Lochhead on Marketing, Christopher Lochhead talks about some of the pressing questions people have on strategy and tactics. Quoting Dushka Zappata  A good friend of Lochhead, Senior Communication and PR Executive Dushka Zappata⁠ helps shine a light on this confusion marketers have about stra...

Christopher Lochhead discusses some of his marketing ideas timely for a potential (we hope not, but economists say otherwise) recession. Here are 7 recession marketing ideas for our listeners that you might want to consider for your business. 1. Never Let A Good Recession Go To Waste! History proved that recessions are the impetus for change. With change comes both threats and opportunities. Ordin...

This is Christopher and I sure hope you are enjoying some of the first episodes of Lochhead on Marketing. I want to tell you about a special offer we’re making and why. Radical Generosity I am not a fan of self-promotion (which may sound crazy, coming from a three-time marketing guy), so I have thought about how I’m going to market and promote the podcast. On one hand, I wanted to do some marketin...

In this episode, Christopher Lochhead discusses why category creation is the new growth strategy for legendary marketing. Great companies do not focus on incremental growth, rather, they focus on being exponentially different. These leading companies introduce people to new businesses and provide them with new ways of doing things. Making A Different Future Legendary companies shape our lives and...

In this episode, Christopher Lochhead looks into the age-old marketing approach of peanut butter marketing and why it is not an applicable strategy in today’s world. Instead, he introduces us to the concept of lightning marketing , as mentioned in his first book “Play Bigger.” PB and Lightning Defined In Lochhead’s book “Play Bigger,” he defined the terms Lightning Strike and Peanut Butter marketi...

Retailers or B2C market often uses the term mystery shopping . It is a concept to understand the customer’s journey in your services. For the fifth episode, Lochhead tackles the importance of mystery shopping for your company. Embracing Mystery Shopping Retailers employ the concept of mystery shopping⁠—where they pay someone to visit their store and document their experience. This is also applicab...

In this episode, Christopher Lochhead discusses the 5 traits of legendary brands⁠ —different, stands for something, point of view, consistent and prioritizes category creation. We’re positive marketers will learn a lot from this mindset-oriented podcast! 1. Be Different   Legendary brands are unique, interesting and groundbreaking. Marketers must continuously ask themselves how to become different...

On today’s episode of Lochhead on Marketing, Christopher Lochhead delves into the concept of category creation . He discusses why legendary entrepreneurs, CEOs, and marketers see category creation or category design as the new approach to winning. What is it? Category design is a new management discipline that is focused on creating and monetizing new markets. Moreover, Lochhead sees category crea...

For the second episode of Lochhead on Marketing, Christopher Lochhead dives into what makes Legendary Marketing, legendary. He discusses the 10 attributes of legendary marketing ⁠— which range from creating demand, dominating a niche market to leveraging technologies and changing the world. 1. Creates Demand Rather Than Capturing Demand In all imaginable areas⁠—books, conversations, podcasts or di...

It’s an awesome day to be legendary! This is the first episode of our new podcast, Lochhead on Marketing, hosted by our very own, Christopher Lochhead. In this episode, he talks about who is this podcast for and what sets it apart from other marketing podcasts. Join us as we define what makes this podcast, different⁠—ultimately, what makes it legendary! Who’s Who in Marketing Entrepreneur and VC p...