That's What I Call Marketing

• S4 Ep18: How The RealReal is Winning the Luxury Resale Game with Caroline Gardner

  The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out?In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold moves that have propelled The RealReal to the top. From her start in luxury hospitality at Ritz-Carlton to leading marketing for one of fashion’s most disruptive players, she reveals what it takes to build trust, scale a community, and stand out in a crowded market.Inside this episode:💥Values as a competitive advantage – The gold standards from Ritz-Carlton that still shape Caroline’s leadership today.💥Campaigns that cut through – If You Love Me, Let It Go and Ask Yourself What’s Real, and why the insights behind them matter.💥Going where you’re invited – Why Substack became an unlikely but powerful growth channel.💥Creators done differently – Letting influencers tell the story in their own way.💥Authenticity in the age of counterfeits – How The RealReal tackles trust head-on in a market flooded with fakes.💥 The future of resale – Growth, expansion, and why personal style beats algorithms.Whether you work in marketing, luxury, or sustainability, this episode gives you a behind-the-scenes look at how a brand can win by being clear on its values, obsessive about experience, and bold in its creative choices.📌 Subscribe for more conversations with marketing leaders.2:12 – Caroline’s career path: from consulting to luxury hospitality3:09 – Gold Standards: the Ritz-Carlton values that shaped her approach4:36 – Bringing hospitality mindset into The RealReal’s DNA5:20 – The RealReal’s mission: sustainability, access & personal style6:20 – Building a member-first community in a resale marketplace7:00 – Going where you’re invited: why The RealReal invested in Substack8:05 – Meet “The Real Girl”: storytelling meets resale market insights8:42 – Campaign spotlight: If You Love Me, Let It Go – giving customers permission to sell10:37 – Tackling counterfeits with Ask Yourself What’s Real12:52 – Inside the creative setup: in-house team & trusted agency partners14:12 – Shifting from bottom-funnel to full-funnel marketing15:06 – Creator partnerships: letting influencers tell the story their way18:39 – Why trust matters more than follower count20:09 – AI, search, and keeping cultural fluency at the core22:56 – Why customer experience is still the ultimate growth driver23:10 – Future of The RealReal: growth, stores & personal style journeys Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep18:THE BATTLE OF THE ROBOTS with (sort of!) Mark Ritson, Prof. Byron Sharp, Prof. Scott Galloway & James Hurman

  In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building and performance marketing. From exploring whether traditional marketing models are outdated to discussing the importance of mental availability and brand distinctiveness, ChatGPT and Claude provide unique perspectives by embodying famous thought leaders. You'll hear strong arguments on both sides, including detailed strategies for brands with limited budgets and insights on how AI is transforming the world of search. Is differentiation essential, or is distinctiveness the key to brand success? Should marketers focus on broad reach or targeted campaigns? How will AI reshape the landscape of consumer interactions and search? Join us as we address these questions and more in a compelling AI-driven debate. Don't miss the chance to see which AI delivers a more convincing argument and what real marketing heavyweights might think of their digital counterparts. Share your thoughts on who you believe was the better debater—ChatGPT or Claude? Tune in to find out.00:00 – Intro: Robots Debate Marketing00:47 – Why this matters01:32 – Meet ChatGPT & Claude02:22 – STP: Outdated or essential?02:52 – Differentiation vs Distinctiveness03:46 – Reach or segments?04:29 – What should small brands do?05:16 – Budget advice: Claude vs ChatGPT06:49 – Do great brands advertise?08:01 – Galloway vs Hurman09:20 – What to tell a CFO10:45 – Are you contradicting yourself?11:52 – Innovation vs advertising12:23 – €1M plan for challenger brands13:49 – Fame first, clicks second14:44 – How AI changes search15:56 – If you're not in the model, you don't exist16:24 – Final thoughts Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep 17: Taking Brand to the Boardroom | Matt Herbert (Tracksuit Co-Founder) on Brand, Growth & Global Scale

  What does it really take to bring brand into the boardroom—and keep it there?In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.03:10 – The Series B journey: months in the making 04:30 – How Tracksuit scaled intentionally (and why they waited) 06:20 – Lessons from cracking the US market 08:15 – Why agencies matter to Tracksuit's model 09:35 – Brand health: When awareness is high but trust is low 11:05 – Airbnb, Hilton & what brand data reveals 12:25 – Making brand a boardroom conversation 13:45 – What the C-suite really needs to hear from marketing 15:20 – Instacart's 3-year journey to full-funnel marketing 17:10 – Don’t convince—connect: Learning to speak CFO 18:45 – Brand building for B2B: How Tracksuit lives its own advice 20:00 – Scaling culture without losing yourself 21:50 – Hiring right: From whiteboards to value systems 24:00 – Growing internationally without losing local nuance 26:15 – Why localisation is more than just translation 27:45 – The burnout no one sees: Leading through the scale-up phase 30:00 – Connection, clarity, courage: The Tracksuit leadership triangle 31:20 – Making market research aspirational (yes, really) 32:30 – Final thoughts: Doing serious work, without taking yourself too seriously🎙️ Guest: Matt Herbert, Co-Founder of Tracksuit🎧 Host: Conor Byrne Liked the episode? Drop a comment, hit like, and share it with someone who still thinks brand is just a logo. Hosted on Acast. See acast.com/privacy for more information.

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• The Singles Ep8: Cannes, Controversy, Telstra, UberEats, AI & more.....

  Welcome back Dan and Jasper from Tracksuit to dive into some of the most impactful stories and trends in the marketing industry.Our discussion kicks off with a recap of the Cannes Lions International Festival of Creativity. We highlight some standout campaigns, starting with Dove’s 'Real Beauty' campaign developed by Ogilvy New York with Pinterest. This campaign won the Grand Prix in Media for its bold stance against AI-generated beauty ideals and its reaffirmation of Dove’s long-term commitment to showcasing real, untouched women. We dive deep into how this campaign has driven trust and relatability among consumers, backed by Tracksuit's data.We then shift our focus to Telstra, Australia’s leading telecommunications company, and its 'Better on a Better Network' campaign. This campaign, which won the Film Craft Grand Prix at Cannes, features unique Australian storytelling through 26 stop-motion films. Despite challenges around service quality and pricing, Telstra’s strong brand funnel metrics showcase its resilience and category leadership.Next, we discuss the controversy surrounding the Brazilian campaign by Consul, which won the Creative Data Lions Grand Prix but later faced scrutiny for using AI to falsify results. We explore the implications of this incident and discuss Cannes’ response with new Global Integrity Standards set to ensure accountability in future submissions.Moving to the US market, we analyze the competitive landscape of online food delivery services, focusing on Uber Eats and DoorDash. We examine how Uber Eats is striving to close the gap with DoorDash by building emotional connections and trust with consumers through creative campaigns like 'Football is for Food.'Lastly, we dive into the role of AI in marketing, including AI-driven influencer strategies. We explore how AI is transforming influencer marketing from predictive analytics to performance optimization, while also stressing the importance of maintaining authenticity and human connection.Whether you’re a marketing professional or a brand enthusiast, this episode offers valuable insights backed by data to help you stay ahead of the curve. Don’t forget to check out Tracksuit at gotracksuit.com and see how you can transform your brand tracking efforts. If you enjoyed this episode, please rate, review, and share it to help us reach more marketing professionals like you.01:32 Episode Overview: Cannes, Delivery Market, and AI03:30 Cannes Highlights: Dove's Real Beauty Campaign09:52 Telstra's Award-Winning Campaign14:46 Cannes Controversy: The Console Campaign19:56 Uber Eats and DoorDash in the US Market20:58 Uber Eats' Market Challenges21:58 Building Emotional Connections24:36 Successful Campaigns and Trust27:31 AI in Marketing and Influencers32:38 The Future of AI and Consumer Trust38:02 Conclusion and Final ThoughtsDon’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard. Jasper: https://www.linkedin.com/in/jasperskinner/Dan:https://www.linkedin.com/in/dan-fleming-a15854118/Conor: https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep16: Inside Canva’s Move from PLG to Enterprise-Led Growth

  What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest brands.We discuss:*Why B2B marketing needs more emotion and less jargon*How Canva blends fun with functionality (yes, even for the C-Suite)*The role AI is playing across both product and marketing workflows*How the team is navigating the shift from bottom-up adoption to top-down enterprise sales*What marketers can learn about testing, localisation, and scaling with culture*This one’s packed with sharp thinking, practical lessons, and a few great stories 02:32 – Intro: Canva, Creativity, and Conor’s Fan Moment04:32 – Emma’s Tech & Marketing Journey (From Salesforce to Canva)06:32 – Falling in Love with the Product: Why it Matters in Marketing08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B10:32 – Why B2B Marketing Needs a Human Touch12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)13:32 – Test, Learn, Scale: What Works and What Doesn't15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth28:02 – Local vs Global: Cultural Nuance and International Rollout32:32 – Why Localisation Really Matters34:32 – What’s Next for Canva Hosted on Acast. See acast.com/privacy for more information.

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