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How to Build a Brand People Believe In: Marketing in the Age of AI | Anastasia Shtompel on We Mean Business · We Mean Business

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We mean business is presented by the next rodeo. The agency with bold ideas
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for ambitious brands. Get noticed, get remembered, get results. Welcome to your
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next rodeo. Let's ride. With a career that spans over 10 years
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in marketing, you've developed your proprietary brand revolution system to
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help modern brands grow. You're a Forbes council member and now you command an
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audience of over 160,000 followers with over 30 million views per
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month while speaking and educating about marketing brand and strategy for
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audiences that include legacy giants like LBMH, Dior and IKEA. Anastasia
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Strompel, welcome to We Mean Business.
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>> Thank you. Thank you very much for inviting me. I'm so excited to ask you
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everything and to be able to help share your wisdom today. So, let's get into
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it. When did you move to the States?
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>> Uh, several years ago. Um, I was actually originally born in Ukraine in
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Kiev.
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>> Um, and then a little bit of a background story.
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>> Yeah.
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>> Uh, yeah. Then at the age of 17, I alone moved to another country to Israel.
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>> Then I served in the army. I worked at a flight attendant. Yeah. uh did my
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bachelor's degree. Uh after that,
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>> how long did you serve in the army?
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>> Two years.
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>> Wow.
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>> After that, I went to college. I did my uh bachelor's degree. Uh then I did my
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master's degree in Germany. Um then started my career in marketing. Um very
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consistent. It was always marketing for me since the college. So I started from
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interning at the unicorn company Monday. After that, I worked throughout my 10
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years of career at several different companies throughout uh the years and
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with time grew to be a head of marketing of the multi-million dollar company. At
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some point I also had my own brand together with my sister here in the US
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and um yeah and approximately since that period of time I also started working
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with other brands and founders just because people started approaching me
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and I found myself having this useful combination of skills that is you know
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from one side having an education experience specifically in marketing but
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from other side having an experience of building of building actually my own
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brand. So this is kind of like a well-rounded set of skills that is was
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very and still is very helpful for a lot of founders. So uh I started working
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like in different let's say formats with them and with time it grew into the
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full-time work for me and this is how I developed uh you know after basically
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building my own brand and working with many different brands I just realized
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that many of the brands have similar let's say problems of this like lack of
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cohesiveness between different parts of the marketing let's say right and they
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sometimes have this disbalance between the performance marketing and brand
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marketing and not understanding that the customer journey is actually this
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complete let's say immersive loop rather than a very you know specific platform
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or a tool or the yeah yeah exactly exactly rather than
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fragmented so uh this is how I decided to kind of like you know have this one
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cohesive complete system let's say with this kind of like 8020 focus what you
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need first of all for your brand to do to build before you're you know
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investing your time and uh energy into different uh uh areas let's say uh so
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yeah I started you know working and uh uh today I work with absolutely
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different brands from small brands to nine figure brands and yeah and about
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year ago I also became a Forbes console console member and I was specifically
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invited thanks to my track record in marketing and business building so um
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yeah and this is what I do today I really enjoy doing it what is the
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company with your sister this is so interesting
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>> yeah of course of course yeah so we uh the e-commerce business um D2C brand of
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course this is my favorite let's say industry niche we had uh designer
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inflatable pools inflatable uh tubes for for the pool and different things like
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that basically if you know the brand Funboy so we were their competitors so
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basically for people who care for materials you know it's non-toxic
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materials everything is very unique shapes very unique uh patterns
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everything was designed from scratch by our our brand so Yeah, this is what we
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were doing.
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>> And then you were able to place that product within high-end hotels, correct?
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>> Yeah. Yeah. I mean, some of our clients were also Yeah. some of the biggest
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chains in the US. Yeah.
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>> Yeah. Do they still do they still have those?
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>> You're um I'm not sure regarding it right now because I'm not I'm not doing
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it today.
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>> Yeah. So amazing. So like chic inflatables.
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>> Yeah. Who knew?
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>> For people who don't want to buy it, you know, like just like AliExpress or like
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Amazon or something, right? for people who actually very intentional about
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everything that they're buying into their houses, right? You have a lot of
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houses like that in the US. So, we were very specific niche, you know, product
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for for those people. It's amazing. And I think that's one area too, like not to
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get too off topic, but I was in sustainability for over 13 years, and
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that's one area like that plastic kind of
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>> absolutely,
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>> you know, um kind of home accessories that really good for you. You figured it
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out. And this is the type of the product that children are exposed also a lot,
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right? And you as a parent, you don't want your children to always all
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throughout the summer being exposed to something that is toxic. Yeah, exactly.
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>> So, can you share your brand revolution system with us and what's the elevator
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pitch? We know why you created it, but what is the actual elevator pitch?
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Um so I would say that this is about being a onestop solution for everything
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because uh you as the business owner especially if you are a startup business
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owner right so you don't have like a huge team you don't have the budget of
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hire for hiring
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>> agency uh for every piece of your marketing right and you right now in the
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market most of the solutions that are offered is basically this like fractured
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solutions offered as a magic peel let's say Right? So for example, you know,
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there is, you know, one company saying, you know, we're going to fix your
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website. Everything is going to be amazing or like we're going to run your
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social media. You're not going to need to work a day in your life, you know, as
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a business owner and things like that. So it's basically kind of like this
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partial solutions that uh the founders trying to understand how to prioritize.
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But the problem is that you can't really prioritize those. It's not that you can
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invest in let's say having performance marketing and paid media, right? and and
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social media is just going to be, you know, on a side, right? Because
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>> maybe 15 years ago, you could have done that, right? Because you could have had
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just a great quality product, nice website, right? Put some money behind
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the ads and boom, you have revenue. Today, it's different, right? Today's
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the customer journey is much more complicated, right? So, when people
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let's say see your ads, if you hired an agency and there might be doing amazing
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job, right, and bringing you quality traffic, but if uh people let's say a
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person sees your ad, let's say in meta, right? They click on the ad, it's looks
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great, then they land. They al always go to your social media first, right? They
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never just Yeah, exactly. They never just like click and go to the website,
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don't care about anything else and just, you know, buying. No, they go to your
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social media, do like small research, let's say, right? If and if it's not
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convincing enough, they're not even seeing your website. Even if the website
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is absolutely amazing, you know, same when they land on the website, maybe,
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you know, like all this traffic was very very quality, but when they're on a
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website,
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>> it doesn't do its job. Maybe it's like pretty aesthetical website, right? But
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it doesn't convert. It doesn't have a very specific marketing logic behind
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that, right? So I'm just trying to say that this is kind of like this
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interconnected let's say chain of things that they really impact the results of
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each other and you can't even understand if let's say paid media work for you. Uh
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you know if if there other steps let's say don't perform. So basically brand
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revolution system was created to have this like a one-stop shop for for
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founders for brands to do like a checkup of everything that we need to have under
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one umbrella because most of the founders they they're not marketers
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right and they just trust the advice of the people that they're hiring but
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sometimes it lacks this cohesiveness and like this one umbrella let's say of the
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strategy and that's exactly what I'm doing with my brands. It makes so much
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sense too because I I what I hear with the next rodeo a lot is I'm in like all
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of the new business meetings and I meet with a lot of prospects and clients and
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they are so fragmented and the problem is that you know you hire someone for
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social media, you hire another person for the website, you hire another person
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for digital branding, they don't talk to each other.
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>> Exactly.
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>> And so there's such a disconnect and that can show in the finished product.
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>> Yeah. And you're so right like the consumer journey that really it's
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interconnected but then that means like your backend has to be so
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interconnected. You need like single resource which is exactly what you do.
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That's incredible. Do you do an audit like how do you start? How does someone
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come to you and start?
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>> Yeah, we do basically an audit of everything that is going on right now in
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the brand understanding where is this disbalance let's say right? because I
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really see a lot that often brands prioritize uh performance marketing or
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brand marketing. So like there is a very uh let's say often I see the problem
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that is kind of like this disbalance let's say. So of course definitely we're
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doing this audit and then the overall let's say strategy right and is there a
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strategy because that might be a strategy in each separate department
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right so the social media has a strategy right and the paid media has a strategy
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but like somehow in between them they're communicating different messages right
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so and the problem here that the customers they even don't make the
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decision in the vacuum of one platform right so if you say something uh you
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know one message in your social media right or and the another one in the ads
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right there's just like this disconnect and this the effect doesn't compound you
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know like of this like repeated message and cohesiveness and this is you know
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what doesn't do the job let's say so we're doing the audit and of course the
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audit of a separate uh specific let's say pillars let's say of your marketing
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strategy you know platforms parts of your marketing strategy right uh and
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understanding you know what we need to fix and in a lot of cases some parts are
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really great you know others are not doing the job and you're kind of like
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blame blaming one you know but without understanding that it is impacted by
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another. So doing the overall audit and the audit of each specific part let's
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say of the marketing
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>> is that what you find is a company's kind of the most common mistake is that
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they're fragmented. Yeah, I would say that I would say that fragmentation and
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as I already mentioned this this balance between the brand marketing and
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performance marketing uh because people tend to just you know prioritize one
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over another let's say uh either one without understanding that they have to
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work together it's not the choice to make in between it's just about this
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like balance in between I mean in a modern marketing let's say again
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>> yeah especially in like you know the world that is meta and everything. Yeah,
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>> exactly. Exactly. And especially with the uh main audience becoming Gen Z,
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right? That they really buying into this like world and not just an ad with a
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great review or something like that.
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>> So what's so interesting about you is that to get into kind of your personal
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brand, you thrive at the intersection like you connect everything even in your
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own branding. So you work with solo founders, right? But then you appeal to
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like the intersection of these mega brands. And then you've also packaged
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yourself, which is so cool. I love your feed by the way. You've packaged
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yourself as a premium personality and that intersects your own consulting
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business with the brand revolution system. It's you're like an architect of
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branding and marketing. So you stated that in our the beginning of our time
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together that high quality products and beautiful visuals are like the baseline,
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right? You can't just have one or the other or even both anymore. So if stakes
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are that high and we know that consumer attention is short, very short, how do
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we get our product to become as you say a brand that people will line up to buy?
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Like what is the first step?
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>> Again, if you know 15 years ago your brand was just a great product plus
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website plus ads, right? Just tradition. Yeah, exactly. Revenue. Today we live in
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the world of this like product parity, right? It's to have a nice ingredients
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you know some certain level let's say of them or materials right or like fabrics
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it's already kind of like a baseline right everybody have this you know nice
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>> logo they have the uh uh good quality product right more or less and they have
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you know some website designer right especially with the eye everybody have
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access to those things everybody have this fast shipping and kind of like the
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same offer right so in the world where you have a lot of different options of
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the very similar product. What people buy is basically what represents who
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they are or what represents who they want to become, right? So between this
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like relatable and inspirational let's say marketing uh uh let's say um scale,
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right? So basically today to build this world that brand that people line up to
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buy,
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>> you build a universe, you build a world around your brand, right? rather than
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just a product. You always today build identity over the over the product,
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right? And that means that you as a brand, you need to start
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>> thinking about your brand, about the verbal identity, about the visual
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identity, building this aesthetics world around that, understanding how you
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communicate the lifestyle of your uh audience, your customers, right, through
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social media. So they want to be a part of or associate themselves with, for
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example, right? And you know a great example of that is for example road
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right they they're amazing at it they are they they call it you know the world
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of road right and road is successful not just because it's highly bi's brand
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right not because she's a celebrity she's absolutely amazing at what she's
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doing but there are a lot of celebrity brands that flop right they're really
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great at understanding their audience and building the world that they want to
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be a part of right they they have built this world that is uh of this like bling
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girl eat girl right aesthetics that people when they buy this product it
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becomes the symbol of who they are right or who they want to become right so uh
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this is why it's so strong for them and this is something that is very important
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to do today for every brand because again uh especially jinzy especially
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this new generation they are buying into this identities belonging and
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communities rather than just a product because they have other options
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And even so your product is a service, right? So it truly it's so true that you
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can do this with any sort of um offering because you have a service and you've
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done the same thing for yourself.
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>> Yeah.
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>> Yeah. It's like proof is in the pudding.
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>> Yeah. Yeah. Absolutely. Absolutely. Because you know brand is it a consumer
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brand or a personal brand or a brand around your agency for example, right?
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Or a service business. It's it's same marketing psychology behind those
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things, right? It's more about this uh consumer behavior rather than just you
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know a tool or a specific trick let's say. Yeah.
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>> It's building a lifestyle. Yeah. Around the brand.
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>> Yeah. Yeah. Absolutely. And resonate with your audience, not being like all
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over the place rather than just understanding very clearly who they are
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and what resonates with them. And I to tell the truth, I'm always the fan of
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just synergy between uh I feel that it's just much easier that when you have the
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synergy between your own lifestyle, task, taste, preferences, values and
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your audiences, right? Because then it's so much easier to maintain that. And
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there are a lot of brands that founders they u create a brand for a different
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audience that they are not a part of. And that's totally fine. And there is
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many, you know, marketing ways to do that, but it's just so much intuitively
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harder to do. And uh like you know it's always better if the founder and the
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team overall who you hire resonate with that and just intuitive about that. So
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for me this is exactly how I build it. Uh this is about you know my taste, my
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values, my preferences that resonate with the exact audience that I chose and
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I really understand what they value. So there is this some sort of let's say
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synergy that uh doesn't come to me very hard let's say right? It's not that I'm
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like, you know, thinking every day while creating a content like, oh my god, why
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would what would they like? I just create from from from my energy, let's
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say, and my taste and that resonates and it finds its audience, let's say.
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>> It's like built in authenticity. Yeah. By the way, I'm I have to be in your in
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your marketing target then because I love everything you do.
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>> Thank you. Thank you.
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>> So, you've said that building a brand isn't just for big companies anymore,
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right? So for a founder who feels they don't have the team or the budget to
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build that brand where would you start?
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>> Um so for me brand is not about and in general brand is not about having this
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huge brand events or having billboards across the country right or being this
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like huge Exactly. You know so or like hiring a big celebrity you know to lead
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your campaign or something like that. It's it's really not about that. It's
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just about building this added value over the product that we discussed,
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right? This identity that people buy into and it's really not about the uh
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the the budget, the size of your budget. It's about the strategy and your
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priorities, right? So, you start from understanding
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who you are and who is your audience, right? And who you build this world for.
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Then you're starting to basically understanding exactly what is your brand
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DNA all of statements of it right understanding exactly what is your
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verbal identity basically what is your tone of voice then of course your visual
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world then this lifestyle that you basically can communicate through social
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media right social media is accessible for everybody and you in any case invest
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your time and money into that you just need to do it intentional with
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understanding of what you're doing right and the world you're building and of
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course you can partner with other brands and kind of like borrow their like
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association, right? So, there is a lot of different strategies that you can do
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that it's not about the size of the budget. Of course, you the big the
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bigger budget you have, the more creative freedom you have, but it's
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really not about, you know, having this like huge moments in marketing. It's
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really about building this world as small or as big as you can and uh um and
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that will just, you know, compound with the time and you will have a bigger
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budget at the end for those huge events on billboards.
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>> Totally. as long as you build the the world authentically. Right.
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>> So, you've also said that there's a new trend now called the anti-marketing
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marketing.
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>> So, instead of that clean, polished marketing and websites like you just
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talked about, consumers like to see kind of the behindthescenes imperfections of
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a brand in its world, but then how can we create something that feels premium
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but then shows those like lifts the veil on those imperfections?
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>> Yeah. Yeah. Absolutely.
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>> It feels like a like a dichotomy, right? It feels like opposite.
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>> Yeah. Yeah. I mean the problem that people really already they're used to
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this let's say perfect uh visuals this perfect fits everything is very curated
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and again this is accessible right now to brands especially with AI with this
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like perfect skin dolls right everything became like this like perfection became
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accessible right to the point that is everywhere right now. So with time right
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right now customers consumers and we all just even as consumers of content right
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social media we really got tired of that. So right now we kind of like this
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psychologically we crave something that feels more human, more relatable, more
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raw and this is something that is uh called Pretful effect and this is
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basically this psychological effect of uh uh someone or a brand uh becoming
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more likable and more relatable, more trustworthy uh while they're showing
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like a small imperfection, right? But because basically what it does to our
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brain is that when we see something imperfect, let's say a brand shows like
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imperfect sides of it, right? Or let's say, you know, like a great example
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always comes to my mind a company uh Misfits. It's like a supermarket of this
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like uh oddly shaped uh uh vegetable. I love it. It used to be perfect foods,
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right?
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>> I don't remember. I didn't remember.
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>> It's one or the other now. They one bought the other. Yeah. But I used to
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use a service. I love it.
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>> Yeah. So basically I love them you know from a marketing also perspective
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because this is like a great example of exactly this psychological effect
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because when you see this like oddly let's say imperfect shaped you know ugly
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let's call it vegetables what it does to our brain is basically it thinks like
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okay if they show like how they are and all this imperfection I can I can trust
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them because this this must be
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>> the real
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>> the full picture yeah and the real deal let's say right so you just
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automatically trust that let's say more so um basically you know today when you
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kind of like create marketing and it doesn't have to be a company that is
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based on this principle let's say right and whole marketing is built on that it
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can be in just small let's say decisions like you are in your campaigns right in
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your content showing this more let's say like raw textures or like raw materials
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for your packaging or showing this imperfect let's say moments of the
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behind the scenes of your brand you know in the content right so or like using
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this again like oddly shaped uh uh fruits and vegetables just in your
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shoots. Great example of that is Loavva for example, right? They use a lot of
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this like veg like sensory marketing but with like weirdly shaped which brand
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>> Oh yes. Yes. Yes. Okay.
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>> Yeah. Yeah. So they use that also a lot. So this
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>> this kind of like mix let's say of perfect and imperfect, right? and like
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raw textures and um it just like feels more human and uh more relatable for our
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our brain let's say and this is why it works in the in the world that is you
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know very saturated with this like
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>> polished let's say content.
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>> Yeah. So there's also cultural bubbles that you speak a lot about. So can you
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explain how these bubbles form the foundational strategy to marketing a
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brand?
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>> Yeah. Yeah. Absolutely. um also coming back to uh to the psychology let's say
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of the marketing right and uh sociology let's say right I love coming back in my
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marketing to those let's say basics as you as you can understand
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>> so what it is uh if 20 years 30 years ago right we all
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>> consumed the same let's say uh uh we had this joint world right so we consumed
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the same TV shows you know we watch the same TV shows basically right I listen
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to the same uh radio um we're exposed to this like big celebrities that everybody
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knew right so and this major outlets and like medias like newspaper for example
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so we were all part of this one one culture joint culture right and then
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Google came right as like a first thing and it ruined this monopoly of the media
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let's say right but at that point there were like there was still there were
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still um a couple of like this still massive let's say gravitation points
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like for example some uh major medias right and uh again like some magazines
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and stuff like that although we had already many more sources of the content
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and information right but then social media came right and social media with
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its personalized algorithms personalized feed what it created is that you don't
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see information or internet you see your own version of internet that basically
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reflects your own interests, right? And then
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after that, you know, with Netflix and all the streaming, we now consume even
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like all the shows. All of the content became very individual and personalized,
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right? So what it created, it created what researchers call this like filter
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bubbles basically. Filter bubbles is that
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>> several different cultures trends they exist at the at at par on the parallel
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basically, right? So it's not that we are in this like joint one trend and
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culture right there's a couple of like not a couple of many different uh uh
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bubbles exist at the same time with it own culture and trends inside and uh
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sometimes you know you when you live in that bubble and we all live in our own
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bubble right yeah exactly
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>> you you think that you know some let's say a brand or like news or a person
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they're like everywhere you know you can't miss it
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for some people invisible right
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let's say bubbs is that you need to right now not to
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cater to just like general public because they it it is very fractured.
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You can't be like running after everything right and you as the brand
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always you try to keep up with the trends and like what right now people
25:39
care about the agenda that everybody are talking about. You can't like run after
25:44
everything because there is so many things exist at the same time. For
25:47
example, just you know recently in fashion we saw this like trend for um
25:52
you know 90s let's say uh fashion sense of like this Caroline bet let's say
25:57
style at at absolutely at the same time we also have the trend of like this
26:02
early 2000 2000s right it's like this Y2K yeah exactly Paris Hilton vibe and
26:08
stuff like that so that those are opposite right and they exist at the
26:11
same time because of that right and you as a brand you can't be everywhere right
26:16
so instead of like catering trying to cater to like just like a must let's say
26:20
culture that is fading right now you need to understand what is the cultural
26:24
bubble that you want to dominate and and out of this to make your decisions. So
26:30
for example, one of the great examples of those decisions could be your choice
26:34
of the influencers and celebrities you know and people who you uh hire let's
26:38
say to represent your brand and partner with right so in this like modern um
26:44
like bubbles let's say culture right you like in many cases as a brand it's much
26:50
better for you to partner with someone who is like let's say has 3,000 uh um
26:57
300,000 followers let's say in social media media but a very relevant in
27:01
specific bubble very with very engaged audience with the authority in that
27:06
bubble rather than you will partner with like 5 million followers celebrity that
27:10
people just a little bit aware everywhere about let's say right so in
27:14
this like current culture this 300,000 followers in a lot of cases will beat 5
27:20
million followers right so you as a brand need to also understand that yeah
27:25
>> so niching
27:26
>> yeah kind of like niching down and yeah and those bubbles can be small, can be
27:30
very very big, right? But uh it's not about having small audience. It's just
27:34
understanding
27:35
>> who who are you uh exist let's say for and who is your marketing like
27:41
absolutely on spot on for because if you going to be trying to be for everybody,
27:46
you know, it's it's not going to be washed out.
27:48
>> Yeah. It's it's it it doesn't hit for anyone then. Yeah. Which also goes it
27:52
also connects to your um strategy behind creating a world.
27:57
>> Yep. Yeah, absolutely.
28:00
>> So, should brands still pursue influencer marketing? Because we can
28:03
spot paid ads from a mile away. How do you feel about that?
28:07
>> It definitely um changes right now a lot. I wouldn't say that influencer
28:12
marketing is dead or something like that. I would actually say that this um
28:16
creator commerce is getting bigger and even more uh important for brands like
28:21
it. It definitely grows and this is also influencers as a part of it. So it's
28:26
really not about you know because like as much as we as consumers already can
28:31
see the paid partnership very easily you know especially with the tag over the
28:37
post you know paid partnership
28:39
>> we like it's even easier for us to uh to recognize paid ads right those we just
28:46
developed total blindness towards so you know influencers yeah influencers are
28:51
still a better solution in many let's say cases again it's one instead of
28:56
another. It's more about you know like understanding like who does what job
29:00
let's say right but definitely influencer marketing changes its format
29:04
I would say so this let's say um um historically what influencer marketing
29:10
was right you just send a product you pay an influencer within with the
29:13
audience and they promote it to their audience you don't get any guarantees
29:17
that it's going to work and you just hope it works and it worked for quite
29:20
some time right but because people used to that and they expect that paid
29:25
partnership they understand that paid partnership partership it doesn't
29:27
necessarily mean that you actually like the product. You just you just show it
29:31
let's say right? So because of that people right now you know don't
29:36
basically don't trust those recommendations and they don't buy from
29:40
them. what it created the situation that um it's very hard to right now justify
29:46
let's say your investment in influencer marketing when there is no proper ROI on
29:51
that let's say right so basically you pay influencer they influencers got you
29:56
know quite expensive you don't get any guarantees sometimes it's hard to
30:00
justify this investment so
30:02
>> of course naturally right now we kind of like this entered this correction phase
30:08
let's say of influencer marketing And right now instead of um brand paying for
30:13
let's say five big influencers and hope that it you know that that they chose
30:17
them right and it's going to hit right uh brands right now starting to build
30:21
this affiliate networks right so instead of five big influencers they hire
30:26
hundreds or even thousands people who promote their product and they share
30:30
revenue with them they pay them a commission and you know smartest brands
30:34
even go take it even further and they create not just a distribution channel
30:39
in the face of influencer market influencers. But they create this um
30:45
flywheels this like systems
30:47
>> that basically you have those uh creators right uh that promote your
30:52
product they receive the money uh for this product as a in a form of
30:56
commission right then this content first of all it gives you sales right but it
31:00
also gives you content for your social media you test different angles messages
31:04
different things like that it's content for social media right then it's content
31:07
also it also feeds your paid media right so your uh uh um performance marketing
31:14
basically. So it's kind of like creates this let's say loop of of of the
31:18
basically what's called creator flywheel right that instead of having this just
31:23
the distribution channel right you have a very well-rounded immersive let's say
31:29
um loop of that so uh yeah and of course you know in addition to that also we see
31:34
how ambassadors also growing right so neither the influ uh affiliate marketing
31:39
or ambassadors it's not a new thing it just grows right now very fast and we're
31:44
going to see so much more of that this year and the next year but uh uh again
31:49
it's not new but it just becomes more important so like as I you know started
31:54
saying
31:55
>> ambassadors are also becoming bigger and bigger let's say thing why again because
32:00
if you show the product one time to your audience they don't really care they're
32:04
already blind towards that right they know that you probably got paid for it
32:08
you don't necessarily like that
32:09
>> but if you show this product
32:13
>> from time to time Right? It becomes part of your world, let's say, right? It
32:17
becomes kind of like associated with you, right?
32:20
>> C consumers, they they believe that it's probably then it's actually a part of
32:24
your world. It's actually something that you use, right? And they still trust
32:29
those people. They just need to trust that they're genuinely recommending
32:33
something, right? Because when those people genuinely recommending something
32:36
and not advertising, people still listen and trust and and act upon it, right? So
32:42
it's about this like a format of advice rather than the channel itself let's
32:46
say.
32:47
>> Yeah that makes sense. So also when it comes to UGC user generated content
32:52
what's the difference like how can how can we ensure that the UGC is not like
32:56
lowquality kind of amateur like that? How can we make sure that the creators
33:02
or ambassadors that we're hiring are creating you know posts that make people
33:07
stop scrolling?
33:08
>> Yeah absolutely.
33:09
>> Any tips?
33:10
>> Yeah. Yeah, of course. Uh I understand what you're saying. I mean there is
33:13
always a risk and you just test. Yeah, of course there is just no like uh one
33:17
two three uh you know of course you check their let's say content and
33:22
portfolio and how they're you know how well done. Of course you do that
33:27
>> but at the same time there are different products there are different brands and
33:30
you can sometimes hire someone who is great at let's say selling wellness
33:33
products but not necessarily really great at fashion. Let's let's say right
33:37
it's a little bit different approach. So definitely you're always you're you know
33:41
you're doing your research of course understanding you're not just like to
33:44
minimize this like testing let's say and just you know being blind let's say but
33:49
of course you are choosing people who first of all aligned to your brands and
33:53
aesthetics right because
33:55
>> if a person is really great and creating let's say sports outdoorsy content
34:00
they're great at that it doesn't mean that they're great at you know being
34:04
fashionable you know outfit uh uh uh showing Right? Same. I always
34:09
recommending my clients, you know, when they're doing the photo shoots, right?
34:12
When you're looking for a photographer, right?
34:15
>> You you don't need to just find a person who is like has a great portfolio of
34:18
whatever they doing. Because if, let's say, they're great at, let's say, uh,
34:22
filming people, right? Faces, portraits. It doesn't automatically mean that
34:26
they're going to be great in product photography, you need to you need to
34:30
find a person who is the has the experience that is closest to what
34:33
you're looking for because then it might be like a surprise, let's say. Right.
34:37
Yeah. So, yeah, that's the first thing. Second of all, you need to make sure
34:40
that they understand the product and they understand the um,
34:46
>> you know, the benefits of it and how to basically sell it because the problem
34:50
that I see most often is that a lot of creators, they're not again, they're not
34:56
necessary marketers, right? They're they're content creators. And so in a
35:00
lot of cases they're amazing at creating content that is a visual content but
35:05
they don't necessarily understand how to sell through it and this is what you
35:08
eventually you know ultimately need right. So basically what you need to
35:13
understand is that
35:14
>> they understand the marketing let's say logic behind that. So of course you can
35:20
have a little bit more strategic let's say content creation with them right and
35:25
guide them through uh some things and maybe explain some things right having
35:30
some kind of briefs or just just explaining them what is the marketing
35:33
let's say logic so for example you know a lot of content creators they tend to
35:38
think that just by showing a product in a beautiful nice way that sells
35:44
>> it it doesn't
35:45
>> right
35:46
>> it doesn't because people actually if even if it looks nice they spend less
35:50
than one second you know looking at it they don't care that product might be
35:54
relevant for them they don't care they don't think about that so unless you
35:57
actualize this problem so I see that
36:00
>> very common problem is the skipping the step of actualization of the problem so
36:05
for example if you kind of like research my let's say content and approach and
36:10
this is also the reason why my paid collaboration do very well because I
36:15
just always actualize the problem before I'm offering the solution because people
36:20
even if they have a problem they don't
36:22
>> sit right now and think about that especially when they have less than one
36:26
second to like even connect those dots right so you need to actualize this
36:30
problem and then to offer like happen it is just happens that I have also this
36:35
brand or product or a tool as a solution right but you always need to actualize
36:39
this problem uh first and this is um I see as a very common mistake let's say
36:44
when content creators create content to solve something.
36:47
>> So you're when you actualize a problem, you're showing that in the clip or
36:51
saying like do you suffer from this or whatever.
36:54
>> It can be in any absolute way. It can be very short or very long, right? So for
36:58
for example, you know, my content is definitely a little bit more
37:01
explanatory, right? Because you know the format and the and the problem and stuff
37:04
like that, but it can be like literally as you mentioned, you know, just asking
37:08
a question, right? It really depends on what you're selling. Some products need
37:13
more problemization, right, than others. Some problems are already very on top of
37:18
the minds of people and you just you just you know kind of like pin on it and
37:23
and say I have a solution. Some problems they don't even they're not even aware
37:28
they have right then you need to explain the problem right. So sometimes me in my
37:32
content right for example everything that is about this like new world right
37:36
of uh of AI and agentic let's say commerce and everything a lot of people
37:41
don't they don't really know that
37:43
>> you know that they need to know about that right so definitely there's a
37:46
little bit more explanation so short or long you just you just need to have that
37:51
step before you're jumping into recommending things let's say yeah that
37:55
makes so much sense so speaking of your brand part of what you do is you have
37:58
these beautiful written interviews with big celebrities who have their own
38:04
brands. So, is there anything that's through these interviews that's really
38:07
stuck out to you or did anything surprise you? Like what what really
38:11
stuck with you?
38:12
>> Yeah. Yeah, absolutely. So, I mean, first of all, I just want to say that
38:16
I'm definitely very blessed and grateful for being able to do those interviews.
38:20
>> Oh my gosh, we're talking Kendall Jenner, Rosie Huntington Whitley, Jed
38:23
Atkins.
38:24
>> Yeah, absolutely. Absolutely. People who when I started my journey as a marketer,
38:28
I I learned from them, right? I look what they're doing. Yeah, absolutely.
38:32
And they're still absolutely amazing. And me like when I was a child, I
38:36
actually dreamed of being a journalist. This is how I got into the
38:39
communications in the in the university and just I fell in love with marketing.
38:44
This is what I do right now. But those interviews, it's some sort of let's say
38:50
journalist side of me, let's say. So I'm really enjoying that. Um but definitely
38:55
all of them have amazing insights because they've built absolutely
38:59
incredible brands and their journeys are so interesting. So all of them have very
39:04
interesting insights, but I would think I would say that probably
39:09
>> the one that stuck with me and uh the one that I kind of like keep coming back
39:14
to
39:15
>> is the um interview with Matilda Derf, the Swedish influencer that she has um
39:22
her own brand uh uh DJF Avenue. So she mentioned this like insight of the
39:29
importance of community
39:32
>> and community in marketing became this sort of buzzword at this point right
39:38
like you you as the brand owner and marketer you just hear from everywhere
39:42
you need community you need community but a lot of people don't really
39:46
comprehend like okay like what exactly for uh how we like exactly trace it and
39:52
what does it do for us let's say right we just we just know that we need to do
39:55
that and in most like in a lot of cases it's just kind of like rushed through
39:59
that outsource to some other agencies or people or something like that and
40:04
Matilda in our interview she mentioned that she feels that she learned that
40:10
this is something that can be can't be outsourced or rushed community it is
40:14
something that you build in a very close rel relationship between you and your
40:20
customers right and uh it's built on this uh understanding, genuine care,
40:26
right? And that you actually listen to them. And I learned from her that I
40:30
understood from her that community is truly one of your most valuable assets
40:36
as a brand. This is something that will take you through some tough periods uh
40:42
in your brand history, let's say. And those probably will be, right? And
40:45
there's a big difference between customers and community, right?
40:49
Customers, the people who choose you right now, right? community. Those are
40:53
the people that are loyal to you. They feel that they know you. They will
40:56
support you when you need this support, right? Because it's it's sort of
41:00
personal, right? But this is something that you definitely need to nurture. So,
41:04
for example, for me was very interesting to see that for every influencer
41:08
marketing uh sorry, influencer event uh Derf Avenue is doing, they're doing one
41:13
community event.
41:15
>> So, every time they're doing something for influencers, they're doing something
41:18
for community. So because first of all those are not interchangeable right like
41:23
you do the influencer events for this like reach right and image and different
41:27
like PR basically you do the community events for your customers right and for
41:32
this connection with them right it's it's different so for me it was
41:36
interesting that for like every you know influencer event they're doing community
41:39
event and this is something that you know we see a lot of frustration on the
41:43
market like by customers that they're not receiving this like nice PR packages
41:48
that influence influencers receiving. They're not invited to those events or
41:52
like influencer trips that influencers invited to while there is the one, you
41:57
know, thanks to who this brand exists and they're spending their money on it,
42:01
right? So, they feel this this a little bit of a frustration that even, you
42:05
know, makes it even further this distance between the brand and your
42:09
community. And I feel that derf avenue they truly understand like this like
42:14
basics of and the importance of it and they they they genuinely authentically
42:20
act upon it. So this is something that you know stuck with me as like an deeper
42:25
understanding of the importance of community not just as a buzz word but
42:29
what it actually means.
42:31
>> What would a community event look like? Like obviously Matilda would be there
42:34
but then what else is there?
42:36
>> Yeah. So, I mean it it looks in absolutely different uh uh formats,
42:39
right? You uh um you host an event. It can be just a meet and greet, let's say,
42:44
with Matilda, right? Or like a breakfast or something, you know, for like a
42:48
>> lunch of a collection or something like that. But you can take it even further.
42:52
I know that they're doing some very cool events like every year, let's say, in a
42:56
very unique uh space giving this very interesting experience for their let's
43:01
say customers, right? So I know that some brands even doing taking it further
43:05
and uh doing um this trips but for like you know chosen customers and not
43:10
influencers right so it literally looks similar to how influencer events look
43:16
but without necessary
43:18
>> content being an absolute priority let's say right because the influencers uh
43:23
events they're definitely optimized towards the content and you know the
43:28
deliverables yeah out of that but uh community event is optimized toward
43:32
towards the experience for them. Yeah,
43:34
>> that makes so that's such a good insight. Thank you for that.
43:38
>> Yes, thanks Matilda for that.
43:40
>> Yeah, exactly. So, as a seasoned brander, marketer and strategist, you
43:44
have a multicultural perspective which is so special. So, is there anything you
43:49
wish you would have known sooner?
43:52
>> Um, I feel that I I wish I would have known sooner that
43:59
everything changes so fast.
44:01
>> Yeah. so so fast. Every tool, every platform that you are learning, right,
44:08
and trying to understand as a marketer, right? Like there's a new one
44:12
>> nowadays. Exactly. There's a new one next month like literally and it's hard
44:16
to keep up with that. So I was actually I mean but at the same time I did
44:22
understand that quite let's say early that and again just thanks to my great
44:27
you know teachers at the beginning of my journey but I do see right now often
44:31
that marketers
44:33
>> focus very much on the different tools and platforms and they consider them
44:38
being in marketing while
44:40
>> your tools and platforms it's not it's it's tools for the marketing marketing
44:45
is literally this um marketing you know psychology that stands behind that and
44:52
this is actually something you know all the psychological triggers that we're
44:55
working with right and you know the marketing logic and this is something
44:59
that
45:01
>> is is not changing because this is something that is based on our you know
45:05
uh reptilian brain and limbic brain right and there is a neocortex right
45:09
soortex this is the one who is responsible for the logic and all the
45:13
our new tools right like the form of everything But those marketing
45:17
psychology right and the uh marketing logic right the one
45:22
>> that is based on this uh reptilian brain right and the liyic brain the one the
45:27
ones that responsible for the instincts and emotions right those are the ones
45:31
that developed throughout millions of years and they're going to be for
45:35
another million years here. So you as a marketer if you understand those and
45:40
this is the basic you just you just work with those using different tools. So
45:45
then you don't feel like you're just running after like different like you
45:48
know formats of everything right it feels like everything is changing you're
45:53
so much more grounded in this like basic understanding of like like people's
45:58
behavior and consumer's behavior let's say right and I wish that you know as so
46:02
for as many marketer as possible to understand that because I do feel that
46:06
for me it gives me this sense of being a little bit more grounded and feel that
46:12
for another million years I'm that in understanding how people think, let's
46:18
say, and behave with the tools. We're going to figure that out,
46:21
>> right? You just adapt with the tools. That's allact. Then you don't feel like
46:25
that your basics changing all the time. The basics stay the same. You just, you
46:29
know, change the the tools. Yeah. The ground is solid. That makes much sense.
46:34
>> So, speaking of tools, let's talk about tech. I'm so excited to talk about tech
46:37
with you.
46:38
>> You've said that traditional e-commerce is dead, and I'm assuming that has to do
46:42
with probably generative search. So, can you walk us through what this means for
46:45
brands?
46:46
>> Yeah. The end of e-commerce.
46:49
>> Yeah. Yeah. I mean, it's not that's definitely a hook for for the content.
46:54
The end. It's just about this transformation, right? Again, like the
46:58
with the arrival of AI um the behavior of consumers changing a lot. So
47:07
basically when you know several years ago we thought oh my god thanks to
47:12
Google we don't need to go to several stores across the across the uh town uh
47:20
comparing things blah blah blah blah we just you know we just like Google we
47:24
have a couple of links we just compare a couple of things right or we don't need
47:28
to go to a library we just have a couple of links we have information so much
47:32
easier
47:32
>> today we arrived at the spot that we're thinking oh my god how we lived without
47:37
AI now like people needed to have a couple
47:42
of links comparing in between them. It feels so so much hard like it's it feels
47:47
so hard right because today like we're already in this such short period we all
47:53
of us as people right we really got used to different let's say like a much
47:59
shorter
48:00
>> journey from the question to the answer right from the demand yeah to to to the
48:04
response basically so we right now expect to just say hey clot whatever
48:10
right I need you know uh I need the uh best uh uh um face cream for the
48:17
sensitive skin uh that breaks out often. Um I'm a woman of this age um and this
48:23
this is my price point, you know, this is what I care for and AI will provide
48:28
you with the exact answer that is fitted to you. don't need to Google that and
48:32
then compare 21st searches. read through all of the through all of their let's
48:37
say uh marketing and you know their statements if you care let's say maybe
48:40
for ingredients sustainability things like that you literally ask okay but
48:44
this is this option that you provided me AI like like what about their
48:48
ingredients what people are saying about them are they sustainable like different
48:51
different things right it's so much shorter so basically today
48:57
>> this is something that we as people are getting used to very very fast if not
49:01
already used to but when you land on the website. Websites are built as still as
49:08
like cataloges, let's say that people need to research, they need to compare,
49:12
they need to read through descriptions. They're basically built
49:16
>> with the uh um presumption that person that people know exactly what they need
49:23
and they're very motivated to find it, right? Doing a research, comparing like
49:27
reading D and people are less and less willing to do that. We're right kind of
49:32
becoming a little bit lazy in this let's say in this like research let's say
49:36
phase right so and this creates a lot of friction for the for the brands on their
49:40
websites right when you you you make your customers do the job right and that
49:45
was fine when they needed to do the job you know in in every place they went to
49:51
let's say but but it's different right now when they're used to different
49:55
experience so first of all
49:59
>> all the world and we like all the e-commerce world and we will see more
50:02
and more of that moves into this agentic commerce also model right so basically
50:08
doesn't mean that you are deleting your website right it's basically right now
50:12
it's about adding this additional layer additional let's say
50:16
>> feature let's call it this way right that is aic storefront and this is
50:21
basically that when for for with the purpose that your customer goes to your
50:27
uh website and on your website they don't need to ask you uh to to to do the
50:32
research. They just literally ask, "I'm looking for a red jacket under $300, you
50:37
know, leather d." And you are recommended exactly the option that fits
50:42
your needs, then you know, helps you with size. I'm I'm size
50:47
>> small, but I tend to be medium because I have, you know, breast like this and I
50:53
have, you know, something like this. And it can recommend you based on the you
50:57
know description and understanding of the product rather than you needed to
51:00
like open all the tabs. Yeah. And try to figure out and all this like you know
51:04
like tables of of sizes and stuff like that and trying to figure out what does
51:09
that mean and sometimes convert European US size. So that sometimes you're just
51:13
like oh my god I don't have even time for that and I didn't even want it that
51:17
that much. Yeah. So here like in one click you get exactly the the the
51:22
product exactly the you know the size and it also takes you to the
51:27
>> to the checkout basically. So it removes all of those points of friction when
51:32
before that a person needed to do a very proactive action. Right now just in one
51:37
chat very easy literally by saying right the the this agentic storefront takes
51:43
the customer from the from not understanding like what product they
51:47
want from this website to having a decision and a very you know best option
51:51
for them let's say right and what it creates basically for the customers it's
51:55
easier better experience right something that they are getting used to in in
52:01
other places let's say too but for the brands it's higher conversions Right?
52:06
It's more data to work with. It's a better understanding how your customers
52:11
even thinking because like what are the questions they're asking? You never know
52:14
what are the questions they're asking when they are just looking at your
52:17
website, right? You just like try to assume, right? So you have a lot of a
52:22
lot of data also to work with and understanding of their psychology, let's
52:25
say, right? Behind that. So this is you know this agentic let's say commerces
52:30
this is something that definitely e-commerce is moving into and of course
52:34
absolutely for sure the go right and uh this is basically the um optimizing
52:41
towards this AI engines right so similar to SEO but for searches in AI right so
52:47
for example when people right now asking I need this you know uh skincare for
52:52
sorry the the face cream for the sensitive skin d so you appear in that
52:57
in that in those recommendations of AI, right? So you definitely need to do a
53:02
preparation let's say uh um of your let's say structure and everything
53:07
around your brand to be recommended because again there is still a lot of
53:12
different brands in the world and AI pools whatever you know is the best fit
53:17
and you need to be visible for it and it's a little bit different optimization
53:21
uh than the SEO but of course you still need the SEO
53:24
>> yeah but you want to niche down right
53:26
>> so in terms of the recommendation of uh uh for like go I would just say that you
53:33
need to to
53:34
>> first of all yes understanding how the AI recommendations work right and they
53:39
build on this like very specific questions and a very specific answers
53:44
right uh because so and that means that you need to structure your content right
53:49
on your website in all the backlinks everywhere
53:52
>> your language
53:53
>> exactly exactly to niche down to have a very specific positioning and a benefit
53:58
and domin ate that rather than just to be for everything for just a great skin,
54:03
right? Because then when someone asks for the for the sensitive skin that
54:08
breaks out,
54:10
>> AI will pull up the one that matches the closest to this basically um request,
54:17
right? And also it pulls a lot of information from SEO. So it's just
54:21
important to understand it's not about
54:23
>> exchanging, you know, like go and forgetting about SEO. Yeah. Yeah. Yeah.
54:27
Yeah. AI still pulls a lot from SEO. Absolutely. And of course, AI also um
54:33
takes a lot of information for this like third-party authority, let's say. So,
54:36
it's not only about your website, similar to SEO, right? But it's also
54:40
very important this other sources talking about you in the same way. So,
54:43
this like cohesiveness of the language and the positioning, a very precise
54:48
niche down positioning, this is something that will be winning, let's
54:52
say, in this like new uh type of optimization. So before we get into fast
54:56
field notes to close our time together, speaking about an agentic storefront, do
55:01
you have a favorite app to install that agent? If I was a brand and I had an an
55:07
ecommerce, you know, site, which app would I use to install that agent?
55:12
>> Yeah. Yeah, absolutely. So one of the companies that are leading right now the
55:17
way is Swap.
55:19
>> Okay.
55:20
>> Uh Swap. So uh this is the um company that basically they build this agentic
55:26
storefront and they work with you know many companies like Pangaya Vera Wong.
55:31
So this is the companies that are already having this agentic storefront
55:34
on their websites. Um so I would recommend just checking this out SAP
55:40
right uh SWAP. Yep.
55:43
>> Swap. Okay.
55:43
>> Y
55:44
>> so fast field notes top AI tool every company should be using for marketing.
55:49
So in addition to swap yeah yeah
55:53
>> so I would say that um I would like to recommend not even the yi tool specific
55:58
one because again there's a new one every every other week I would say right
56:03
and there's many platforms that you could be using you know for uh visuals
56:07
creation for you know strategy recommendations for optimizing different
56:11
different things right but I would recommend
56:16
focusing not just like running up after different tools
56:19
But uh um using MCP so basically model context protocol. So basic basically
56:25
this is something that allows uh your AI that you're already using. It can be you
56:30
know chpt cloud whatever whatever the AI or the tool you're using to be connected
56:34
to your actual data to get the access to your actual data of your brand because
56:40
if you're just like let's say chipd right like this most common let's say
56:43
tool brands are using to get some advice for example me as the founder I need or
56:48
as a marketer right I need to understand how good is my email marketing doing for
56:53
example right right now you can just say liked
56:57
this is kind of like something that I can give you about my marketing like
57:00
help me you know and it gives you this like generic advice let's say right but
57:05
if you connect your chbpt to with MCP to your let's say uh clavio or what's that
57:12
right your like actual email platform it pulls the data from there it knows
57:17
exactly you know the patterns the the data everything it can understand
57:22
exactly like to to recommend you you know what you should be doing you know
57:26
what campaign performed the best or what is like are your uh um subscribers
57:31
dropping or growing like where it drops where it grows like it just has the
57:36
access to all this data that without that it takes you
57:41
>> someone very analytical going through that and being on top of that and trying
57:44
to understand and AI you know is very very great in
57:48
>> recognizing patterns and working with data. So instead of just like asking for
57:54
generic advice from Chad GPT, right? You give you give him provide him him it a
58:00
very specific data and then it gives you a very great advice because AI is really
58:04
great. Yeah. Yeah. Exactly. I mean AI is it's it's really really great tool and
58:09
just you know intelligence but it is as good as the data and information you
58:15
provide it to work with and as good as the questions that you ask. Right? So
58:19
this is why you know for some people they use a y and they say it's stupid
58:23
because I mean they didn't don't understand
58:26
>> it's like a therapist
58:27
>> something like that probably. Yeah. It's like you know but
58:30
>> you only work with so much right.
58:32
>> Exactly. Exactly. So for example even just like in marketing right if you
58:35
don't understand in marketing asking this like generic questions AI it will
58:39
probably give you a very generic answer and you will not even know if it's good
58:42
or bad. Right. But if you're a marketer working with AI and you can ask right
58:48
questions, control its quality, then the output you're getting is just
58:52
absolutely, you know, next level from this generic advice. So MCP. MCP. Yeah.
58:57
>> Such a good integration.
58:59
>> Uh what's the first brand that comes to mind that just does it right
59:02
>> for marketing?
59:03
>> Yeah. Yeah. Absolutely. I mean there's so many brands that come to my mind.
59:07
marketing a marketer what do you look to
59:10
>> I think that kind of like different things and different brands I would say
59:13
so I think that those that come to my mind often let's say is uh
59:18
>> uh salt and stone for building this very tasteful very created world that you
59:24
just want to be a part of let's say and they're by the way great in
59:27
understanding how to work in those cultural bubbles so you know for example
59:32
one of their recent campaigns instead of hiring like a huge celebrity they hired
59:36
a very specific like a singer, a woman who is a singer with about 100,000
59:41
followers, but a very relevant for their brand and for the audience they're
59:45
talking to. So, they're are very precise on what they're doing. They're so
59:49
>> uh thought out and smart and I also have the interview with the Nema Jalal. So,
59:54
you know, he's absolutely amazing have so many different uh insights. Uh
59:57
another brand that comes to my mind, of course, is also 818 for
1:00:02
>> candles. Yeah. Yeah. Candles. Scandal Tequila brand for um reimagining very
1:00:09
traditional category in a in an absolutely great way for the new
1:00:14
consumer. So like literally they they're building something that resonates so
1:00:18
much with the new generation of drinkers consumers and you know so they're really
1:00:23
good at this like reimagination of the old category let's say right
1:00:27
>> and that she's built a world.
1:00:28
>> Absolutely. Yes. Absolutely. Absolutely. And uh um of course road for building
1:00:35
this world of road that
1:00:38
>> a lot of women and girls want to be a part of and this is such a great
1:00:43
>> uh balance of this aspirational marketing but being approachable not
1:00:48
like distant as like a luxury brand but being very aspirational but in reach
1:00:52
let's say and like on a warmer side of things let's say um also the David
1:00:59
Protein
1:01:00
>> I think that they're doing really great with turning their product into a
1:01:06
lifestyle into this like everyday object and also they're very brave and they're,
1:01:12
you know, very creative and their campaigns and their ideas. You just want
1:01:16
to follow up and see what they're doing. I'm not even a consumer of the protein
1:01:19
bars, but I absolutely love this brand and marketing that uh that they're
1:01:23
doing.
1:01:24
>> They're everywhere now.
1:01:25
>> Yeah. Yeah. Yeah. Absolutely. Yeah. And of course, you know, DJ Gerf, of course,
1:01:29
for their like community, let's say. Yeah.
1:01:31
>> Yeah. The community events.
1:01:32
>> Yeah. So, as an entrepreneur yourself, how do you avoid exhaustion and keep the
1:01:37
magic and the joy alive?
1:01:40
>> That's a very interesting question. I would definitely say that I'm still
1:01:43
learning to do that, right? I tend to prioritize work. Yeah, exactly.
1:01:50
>> And uh and then I realized that, you know, when it's a little late. But
1:01:55
definitely you know after years of not even having uh uh weekends right I
1:02:00
thought I will just work through weekend I will get there faster let's say right
1:02:04
uh I will you know rest
1:02:05
>> in a month or what right
1:02:07
>> um I just realized that is something that you know eventually I just burn out
1:02:11
and I don't want to do anything so for me definitely this balance is
1:02:15
>> about having weekends as much as I can I mean like I try to so hard
1:02:20
>> yeah yeah I try to definitely there's still sometimes you are in a rush you
1:02:24
have so many different things and you kind of like I work but I definitely
1:02:27
feel that after on myself that like it's it it impacts me but having those uh
1:02:33
weekends definitely also meditations the big is a big thing for me so for me
1:02:38
meditating is uh you know it it changed me a lot let's say especially
1:02:43
>> yeah especially in the
1:02:45
>> if you work um in environment let's say that you constantly challenge yourself
1:02:50
and you constantly constantly meet like new let's say things to deal with let's
1:02:55
in a in a best way sometimes right but it's still for your brain it is a it is
1:03:00
a challenge you meet a lot of fears you met a lot of your personal let's say
1:03:04
things inside right so to kind of kind of like calm my brain and be centered
1:03:08
meditation uh meditations it's a it's a big thing but again not just doing it
1:03:13
like once a year and hoping it's going to fix my problems it's about this
1:03:18
compound a effect let's say I definitely since I'm doing meditations I feel that
1:03:22
I'm so much more um balanced and centered and uh stress resilient let's
1:03:28
say thanks to that but thanks to this compound effect not just because one
1:03:32
magic meditation or something like that. Yeah. And of course also for me as a New
1:03:36
Yorker is
1:03:38
>> reconnecting with nature.
1:03:40
>> So glad you said that.
1:03:41
>> Yeah. Yeah. I feel that you know here and I'm I live you know in this in the
1:03:46
uh the area that we barely have any any nature although like on the water but
1:03:51
still it's not like green nature. I I truly feel that you know like every time
1:03:56
I'm like next to something green I'm just like you know like
1:03:59
>> take your shoes off
1:04:00
>> taking my shoes off doing some grounding you know it really restores my mental
1:04:06
energy. Yeah. And of course, you know, in general, uh, trying to take care of
1:04:10
my mental health, of course, throughout this crazy journey, you know, of the
1:04:16
living in New York and chasing your dreams, let's say, lifestyle. So, as New
1:04:20
Yorkers, we're all about saving time, right? We're in the hustle. We're in the
1:04:23
city. What do you do? Is there something that you do that saves you a ton of
1:04:26
time? The hot tip.
1:04:28
>> Yeah. So, uh, for me, I would say that as English is not my first language,
1:04:34
obviously. So uh uh for me previously before AI every email everything that
1:04:39
I'm writing right it takes a couple minutes more like you know basically
1:04:44
proofreading that understanding okay is the grammar correct like do people
1:04:48
phrase it in this way right or is it me taking it from another language so every
1:04:52
email takes a little longer let's say right because you try to at least write
1:04:56
things grammatically right so for me it's a great trick I'm just literally
1:05:00
having a chip open all the time I'm just like writing or even sometimes recording
1:05:04
the email that I want to say and it just like gives me the clean version in terms
1:05:08
of grammar and I'm just like sending. So for me it saves me so much time
1:05:12
basically fixing my grammar. But before that I was like spending I probably cut
1:05:17
in half my time you know for like emails and stuff like that without like you
1:05:22
know checking and proof reading and stuff like that and you know especially
1:05:24
when I on my roles as let's say as a copyriter at the beginning of of the of
1:05:29
my let's say career everything like I worked throughout my career a lot with
1:05:32
American and eur European brands even before moving to uh to United States
1:05:36
like so when I was writing anything we need to like I need to be very uh um you
1:05:42
know focused on you know writing that and thinking about that in grammar and
1:05:45
then proofreading that with the person who is actually
1:05:49
>> this is his hers first language so everything is so much longer every text
1:05:53
like like imagine every email you are writing everything that you're putting
1:05:57
on the website needs to go through like you know people and thinking and stuff
1:06:01
so for me
1:06:02
>> grammar fixing GPD help is lifechanging it saves me so much time
1:06:08
>> so if our listeners take away only one single thing from this entire
1:06:13
conversation for how to mean business. What should
1:06:16
that be?
1:06:18
>> Um, I would say that what we already talked a lot about during this
1:06:23
conversation is having this approach your brand in this complete let's say
1:06:29
way uh rather than fractured, right? Understand that the modern
1:06:36
consumer journey, right? Is is not even linear. is this like immersive loop with
1:06:42
all of those pieces and parts of your marketing being uh in one let's say in
1:06:48
one system right and no consumer makes a decision in the vacuum of one platform
1:06:54
or one uh uh um place right so I feel that the most important thing for brands
1:07:00
to understand right now is that that is that the modern consumer's journey
1:07:05
changed and they're not skipping the steps in between. So you also can't skip
1:07:11
those thinking we're gonna just push ads you know our brand marketing is gonna is
1:07:16
gonna wait or our social media is gonna wait. No it doesn't work this way
1:07:21
because your customers doesn't skip those steps. So you also need to
1:07:25
approach it in this like complete balanced out way and approach to uh to
1:07:30
meet with them.
1:07:32
>> Where can we find you and the brand revolution system? of course at my uh
1:07:36
social media Instagram right the Anastasia Stumpel and of course my
1:07:41
website anastasia stumpel.com of course and you can reach out to me and we'll
1:07:45
talk. Thank you. Thank you. If you've enjoyed this episode,
1:07:51
subscribe and comment below. You can also find us on social at we mean
1:07:55
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1:08:02
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1:08:18
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