Authentic Brand Storytelling: Embed creative within your business model (episode #105)

How I Made it in Marketing

Be careful you don’t engage in marketing color by numbers so to speak. It’s easy to get lost in process flowcharts and databases.

You could build out the perfect infrastructure – the right media buys, marketing automation and drip campaigns all set, everything is being properly measured and attributed – yet in all that work it is easy to overlook what that infrastructure should be for. This is just marketing color by numbers.

So I love this lesson from my latest guest – ‘Embed creative within your business model.’

To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Diego Osorio, Founder & Chief Creative Office, Lobos 1707 Tequila.

Lobos 1707 is a privately held company. Investors include Lebron James, Anthony Davis, Draymond Green, and Rich Paul. It has had a product in market for three years.

Osorio oversees a team of 100, and directly manages a leadership team of 13 people and a nine-person marketing department.

To dive deeper into Osorio’s strategies and gain actionable insights for your marketing journey, listen to the full episode using this embedded player or by clicking through to your preferred audio streaming service using the links below it.

Stories (with lessons) about what he made in marketing

Here are some lessons from Osorio that emerged in our discussion.

• Authenticity should be at the core of a brand
• Embed creative within your business model
• Break down the barriers of titles
• Grab the tiger by the tail
• Build something you’ll be proud of
• Pressure is a privilege

Discussed in this episode

AI Guild (https://join.meclabsai.com/)
Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (Podcast Episode #11) (https://marketingsherpa.com/article/interview/revenue-growth-podcast)

“Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? (https://www.marketingsherpa.com/article/case-study/authenticity)

Creative Marketing and Advertising Campaigns: Hold the line & get a door kicker (podcast episode #84) (https://www.marketingsherpa.com/article/interview/creative-marketing)

How the Pandemic Inspired Brands to Rethink their Marketing Strategy: 3 quick case studies (https://www.marketingsherpa.com/article/case-study/pandemic-brands-rethink-marketing-strategy-case-studies)

Marketing Career: Can you explain your job to a six-year-old? (https://marketingexperiments.com/value-proposition/marketing-job)

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