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7 Examples That Show the Best of Long-Form Video

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Whether it’s the hottest new web series or an in-depth TED Talk, people love to watch long-form video — and businesses are catching on to the trend.

Unlike shorter, product-centeric videos, long-form content offers companies the opportunity to show their commitment to their mission and connect with viewers on a deeper, more emotional level. Longer content also enables intensive educational experiences for the viewer, whether the video covers exciting industry trends or specific approaches to tackling problems.

What does “long-form” video really mean? To put it simply, long-form videos are a type of video content that are usually longer than 5 minutes in duration.

We put together a list of long-form video series and one-off productions to showcase how companies live and breathe their values through video. Small to medium-sized businesses can use this list of branded content to get inspired when it comes to creating content for their own brands. Let’s get into it!

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InVision is swinging for the fences with long-form video. On their blog, Inside Design, InVision shares videos about design trends and tips, many explaining how to use Sketch and get the most out of it. InVision’s site is filled with robust product tutorials, but these pieces focusing on larger, fundamental design principles — between two and seven minutes long — will help anyone strengthen their overall design foundation. The company has even created a full-length documentary about design thinking at IBM called “The Loop.”

InVision’s stated mission is to help users create digital content that people love, so it’s fitting that the company offers viewers new strategies and approaches for designing that go beyond merely using their own tools. The longer format allows viewers to learn the details involved in the execution of new techniques.

InVision examples:

  • Design Systems Manager Master Class: In this two-hour, 6-episode series, InVision explores how to create a design system for an entire organization, from start to finish. It taps three design experts to walk through the challenges of product design at scale.
  • Design Disrupters: In this series, InVision showcases top designers at the world’s smartest companies and dives into how design has become the new language of business in the 21st century.

With the shift to long-form video, InVision shows they are true leaders in the field of design — not just a tool for designers.

On their Price Intelligently blog, ProfitWell conducts video “teardown” case studies, in which they focus on one to three company pricing pages and talk about what works and what needs improvement. Videos usually feature a lighthearted (though occasionally heated!) conversation between executives Patrick Campbell and Peter Zotto and typically are just under 10 minutes long.

ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand. Rather than focusing on their own software, ProfitWell’s teardowns appeal to aspiring entrepreneurs and startup leaders looking to discover best practices from successful companies and competitors.

“ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand.”

ProfitWell examples:

The longer format of these videos enables hosts to slowly walk viewers through the pricing pages in question, ensuring that the pace of the content can fit a wide number of learning styles. There’s a healthy mix of commentary and visual aids made with original data, which shows that the company is committed to making the most of the long-form branded video format.

Mailchimp’s core focus is email marketing, but their target audience is far more broad than just those interested in sending tons of emails. Experienced business owners and aspiring entrepreneurs alike may find inspiration in the “Mailchimp Presents” video series.

Using high-quality production techniques and clever editing, the videos attach Mailchimp to buzzworthy brands and their founders who, incidentally, use email to communicate with customers. The style of the videos is closer to an independent documentary than to a typical SaaS product video, giving viewers a chance to sit back and enjoy a theatrical glimpse into creative spaces and minds.

Mailchimp examples:

  • Hamburger Eyes: In this documentary, we get a behind-the-scenes look at a one-man photography project that evolved into a thriving community of artists based in San Francisco. Mailchimp knows its audience and stays true to its brand by focusing on a creative-centric topic that anyone with a pulse and an appreciation for photography could get behind.
  • Taking Stock: A fictional video series about a young female photographer navigating the complexities of agency life, Taking Stock delves into the realities of working in the world of tech and design, giving viewers a chance to see inside the life of a creative. We learn much about the subject’s life here — what drives her, what a typical day looks like — helping the viewer associate Mailchimp with the driven professionals who make the world of entrepreneurship thrive.

Mailchimp has been a visionary brand when it comes to creative storytelling. Ever since they sponsored the first season of Serial, the company has attached itself to big ideas, and, through their own example, they’ve proved that every business can affect a wide audience if they tell a powerful story.

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Still from “Taking Stock” courtesy of Mailchimp.

Intercom features videos regularly on its blog, with experts speaking on topics like support, growth, product, and design. Many of the videos are talks that the team and others have done at different conferences, which is a great way for people to see talks that they weren’t geographically capable of attending.

Intercom’s videos educate viewers on new ways to approach Intercom’s core competency — customer support and communication — in a format that encourages in-depth exploration and tutorials. Instead of merely chopping up key takeaways from the talks, long-form video enables the brand to include the overall conference context, linking together key concepts and materials.

Intercom example:

  • 5 lessons learned from growing a support team: In this conference video, Intercom’s customer support lead, Sharon Moorhouse, shares five lessons that the company has learned as it has scaled its support operations. It’s meant to engage growing companies, regardless of the industry, and appeal to audiences that may lie outside of the scope of Intercom’s typical customer profile. Sharon’s talk is engaging and packed with visual examples, making the most of the video format and capturing the energy and excitement that she brought to the conference.

Conferences are affirming experiences, where people in the same field can form new connections, get new ideas, and become excited about trends and developments. Intercom’s focus on opening up their otherwise siloed conference material gives audiences a chance to connect with the brand even if they’re far away from the talks or sessions. It shows the company living out its mission of “keeping business personal” by opening up access to the conference experience.

Patagonia makes documentary-style videos about real people doing the things they love and excel at in the outdoors. The videos are extremely high-quality, featuring breathtaking visuals and rare glimpses of some of nature’s best vistas.

Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet. It’s hard not to fall deeper in love with the earth after watching these pieces, and viewers certainly can see that the brand is about far more than just making outerwear and camping gear.

“Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet.”

Patagonia examples:

  • Wolfpack: This video follows the training efforts of a group of trail runners living in isolation. Drone shots and ultra-slow-motion close-ups abound, giving the pieces a cinematic quality that is certain to move viewers on an emotional level. The family’s extreme choice to live in the wild is likely outside the desires of most of Patagonia’s customers, but their way of life can inspire viewers to think about how to better connect with planet Earth.
  • Takayna: Takayana (Tarkine) is one of the last remaining old-growth rainforests in the world, yet it’s increasingly threatened by mining and other destructive activities. This video highlights the beauty and fragility of the landscape by intercutting meditative shots of flora and fauna with images of devastating excavation and logging. Patagonia is clearly living its mission here — seeking to save the planet by raising awareness about protecting one of our most precious earthly resources.

Patagonia’s mission is one of the most ambitious of any brand out there, and that’s what makes them so successful. By taking a stance on major issues and creating beautiful visual content, they’re proving to an audience why it’s cool to care about more than just clothes and gear. To change the world, Patagonia is leading by example.

patagonia
Still from “Wolfpack” courtesy of Patagonia.

Many beauty brands rely on mere testimonials to push their products. But Glossier opts to show how their products weave neatly into the lives of their customers. They have a series called “Get Ready with Me” (based on the popular)YouTube trend that follows the morning routine of influencers and creatives. The hashtag for the campaign — #GRWM — encourages customers to create their own content and further engage with the brand.

The pieces also have a casual instructional approach, giving them an educational component that goes beyond a shorter “how-to” piece. They’re showing you how to create a look rather than telling you how to do it.

Glossier example:

  • Get Ready With Me: feat. Annahstasia + Glossier: Here, an influencer’s morning routine is shown in real time. In several meditative shots, the camera lingers over Annahstasia going about her morning. It’s easy to imagine someone watching this piece they start their own day to find inspiration and calm from the emotional music and beautiful cinematography.

Glossier, known for its colorful Instagram account and vibrant pop-up stores, creates a calm atmosphere throughout their videos. They create intimacy with the way their videos are shot, and that intimacy will contribute to a long-lasting and better customer relationship than a typical advertisement or commercial.

Over the years, Airbnb has evolved beyond being just a website for booking rooms and homes, becoming a platform for finding community through unique experiences. Recently, Airbnb launched an Adventure series featuring hosts and people from all over the world. By focusing on the curated experiences offered through Airbnb’s “Adventures” programs, the brand helps establish itself as far more than a travel app.

Airbnb example:

  • Six Strangers: In this 12-minute video, six strangers take an unexpected trip together. Like the other pieces in this series, the length of this video enables a more TV-like viewing experience that mirrors popular reality shows like Naked and Afraid and Survivor.

Through their long-form videos, Airbnb is expressing one of their most significant brand values: “Belong anywhere.” The Adventure series is all about breaking down barriers to find out what people have in common with each other. When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.

“When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.”

More and more brands are reaping the benefits of thinking (and acting!) like media companies. With the wealth of high-quality content vying for their attention, viewers are demanding highly engaging work from companies they encounter. Investing in rich long-form content enables brands to tap into the growing binge-watching habits of their followers while expressing the values that matter most to them and finding deeper ways to connect with customers.

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Episode 6: “The Brandwagon Interviews” Podcast with Brendan Gaul of UM Worldwide

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From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, Chris sat down with Lauren Fleshman, Co-founder and CMO of Picky Bars, to learn why she believes strategic rigor is essential to building an effective brand. Today, we’re excited to share our extended interview with this week’s guest, Brendan Gaul, Global Chief Content Officer and Head of UM Studios at the full-service media agency UM Worldwide.

Check out the episode to hear Brendan talk about the agency’s award-winning documentary film, 5B, and discuss how brands are shifting their strategies to create original content as traditional advertising platforms disappear.

Or listen on: Apple Podcasts | Spotify | Stitcher

Watch the actual Brandwagon episode here!

UM Worldwide works with some of the world’s largest business-to-consumer brands like Coca-cola, Spotify, BMW, Sony Pictures, and Johnson & Johnson. When Johnson & Johnson wanted to find a way to elevate the image of nurses around the world from doctor sidekicks to the heroes of healthcare, Brendan pitched the idea for a documentary film called 5B.

Flashing forward — 5B won the Grand Prix for Entertainment at the 2019 Cannes Lions Festival for Creativity, which was the first time a media agency has ever won the award. For Gaul, this win validated that brand-funded content can be accepted by audiences and industries.

On this episode, we hear more about how other brands are creating content in ways that offer value for their audiences, and Brendan shares exercises smaller companies can do to help define their brands, too.

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On this episode of The Brandwagon Interviews, Brendan Gaul explains the decision-making behind UM’s unique piece of branded content and advises how brands, both big and small, can approach creating content humbly.

Here are some of the lessons learned throughout the episode:

  • Think of innovative ways to reach customers who’ve moved away from ad-free platforms
  • Create content that offers value for your audience
  • Don’t try to reach the “average customer”; reach your high-value audience

Short on time? Check out some of our favorite moments during this interview between Chris and Brendan.

2:51 – A non-traditional career path

After chatting about Brendan’s favorite dessert and the current state of New York diners, Savage and Gaul talk about Gaul’s winding career path to working with some of the world’s biggest brands. Brendan talks about getting his start in film school at Pratt in Brooklyn, but quickly found himself immersed in the world of fashion retail when he took a job (to pay for off-campus housing) at the first Armani Exchange in NYC. Brendan learned about brand experiences through his work with luxury brands like LVMH, Sephora, and Donna Karan. With these brands, he saw first-hand how brands created immersive brand experiences that tapped into all five senses. He also got a sense of how different brands relate to one another in commercial environments.

12:21 – Moving into advertising

After the attacks on New York on September 11, Donna Karan underwent a restructuring that left Brendan without a job, giving him time to reflect on what his next steps would be. During this time, he was introduced to the world of advertising. He leveraged his experience from film school and consumer-experience design to art direct several commercials for Lowes. The work got him a job at then McCann Erickson. Brendan shares how his career has advanced from there and what he does today at UM Worldwide.

17:38 – Changing to survive

At UM, Brendan works with some of the biggest B2C brands in the world, including Amex, Coca Cola, Levis, BMW, Johnson &Johnson, and more. He points out how changing media landscapes are forcing these iconic brands to evolve and change the ways they do things. Savage asks if this is the challenge for big brands today. Brendan talks about how consumers are moving to ad-free platforms, so brands need to think of innovative and interesting ways to reach those customers. The two discuss Facebook’s recent acquisition of WhatsApp and their declaration that “the future is private” as examples of diminishing advertising space, and Gaul shares the benefits of working with big brands in big media.

22:57 – 5B

UM worked with Johnson & Johnson to create the documentary film 5B, which was shown at the 2019 Cannes Film Festival. The idea for the documentary came from Johnson & Johnson’s efforts to elevate the image of nurses around the world from doctor sidekicks to the heroes of healthcare that they are. The documentary had an impressive showing at Cannes, winning the Entertainment Grand Prix at the show among other awards. Savage and Gaul talk about how the film came to be, and the decision-making behind this unique piece of branded content.

41:09 – “If you’re putting content out there that’s solely based on trying to sell more stuff, the consumer smells it.”

How do brands know whether they can do something like what Johnson and Johnson did with 5B? Gaul talks about how brands need to know that they have — or need to earn — permission to be a part of cultural conversations. Savage and Gaul discuss how brands can approach content humbly and note examples of brands trying to act in spaces where they aren’t welcome. They go on to discuss other examples of brands who are creating content in ways that offer value for their audiences.

51:06 – The big-brand playbook

While it’s relatively easy for the biggest brands to create powerful content, Savage wants to know what smaller companies can learn from this type of content strategy. Brendan admits that it can be easy for smaller companies to be overwhelmed by the need to create content, but offers some practical advice and exercises smaller companies can do to help define their brands.

55:23 – “You had me until you said ‘average consumer.’”

How can B2B companies reach average consumers like B2C brands do? Brendan points out that the goal isn’t to reach an “average consumer,” but to reach your high-value audience and goes on to describe how smaller, B2B companies and local businesses can think about their products. He offers some ideas on how to position themselves for their best audiences.

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The Science Behind Storytelling: Why Narrative Cuts Through the Noise

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At the beginning of every year, most marketing teams set aggressive goals for their content. With lofty numbers hanging over their heads, they crank out content with the sole purpose of gaming an algorithm or converting leads.

Unfortunately, this type of content is more likely to meet traditional marketing goals than say, an original docu-series might. And because of that, marketers claim the data backs up their strategy — they’re moving the needle, making more people aware of their product or service. The problem with this strategy, however, is that this type of content doesn’t actually resonate with audiences in a meaningful way. Sure, it may reach them, but it doesn’t strike a chord with them. In other words, it won’t turn them into life-long fans of your brand.

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Storytelling, however, has the power to do just that. And lucky for us, neuroscience backs up that claim time and time again. Let’s take a look at the science behind storytelling itself, why it’s such a powerful tool for marketers, and how it can help businesses cut through the noise.

Before our ancestors could write about the dangers of their environment and teach their children how to maneuver the social dynamics of their community through books, they told stories.

It’s estimated that from the time humans started speaking to the time we started writing, almost two million years passed. During that period of time, the humans who learned how to survive their ruthless, prehistoric world through stories lived longer and reproduced more often than the humans who didn’t. As a result, natural selection shaped and hardwired our brains to crave, seek out, and pay instant attention to narrative.

“Humans who learned how to survive their ruthless, prehistoric world through stories lived longer and reproduced more often than the humans who didn’t.”

Today, brands that prioritize storytelling are tapping into their audience’s innate need for narrative. They’re the ones who will be able to get their audience hooked on their binge-worthy content. And not only that, but they’ll be the ones to inspire their fans to spread the word amongst their peers and friends.

Take, for example, how Taco Bell teased the return of their popular menu item — nacho fries — in their ad below:

To announce that nacho fries were making a comeback, the brand launched a fake movie trailer ad campaign with a witty and enthralling sci-fi storyline. By using a storytelling strategy, they were able to capture peoples’ attention in an entertaining way.

If a scientist scanned your brain while you watched Stranger Things, it’d look like Joyce Byer’s alphabet wall. Now, watching Stranger Things doesn’t lodge a Demogorgon into your brain. What it does do, though, is boost your brain’s neural activity, lighting it up like a Christmas Tree.

christmas tree
Image Credit: The A.V. Club

When more parts of your brain are active at the same time, your ability to remember whatever you’re engaged with increases exponentially. Stories warned our ancestors about the dangerous dire wolf lurking at night and taught them valuable social norms like generosity and cooperation, so the fact that narrative can illuminate our brains and sear information into our memories makes complete sense. If stories didn’t have this effect on our minds, our ancestors wouldn’t have remembered how to dodge that dire wolf or why they should help their neighbor.

Today, stories haven’t lost a speckle of charm. In fact, in a marketing industry that’s filled to the brim with uninspired content, narrative-driven content is more alluring than ever before. So, trust the neuroscience — if you want to earn people’s attention and bake your brand into their brains, do it through stories that speak to the wants, fears, desires, and beliefs of your audience.

“If you want to earn people’s attention and bake your brand into their brains, do it through stories that speak to the wants, fears, desires, and beliefs of your audience.”

Playing on fear, Allstate Insurance successfully bakes its brand into the brains of their audience. They’ve literally personified mayhem into “Mr. Mayhem.” For every commercial, Mr. Mayhem takes a different form, whether it’s a car thief or a pesky cat.

In this ad, Mayhem is a cat who is plotting against its owners. Allstate illustrates several instances where a cat might wreak havoc on your house. If you’re a pet owner, these mini-scenarios remind you that having the wrong home insurance coverage (and not Allstate) might end up costing you!

Every marketer has heard the adage that humans are creatures of emotion, not logic. But how do you consistently form bonds with strangers, persuade them to buy your product, and convert them into brand advocates? According to neuroscience, storytelling is your best bet.

When we read, watch, or listen to a gripping story, the activity triggers the release of oxytocin in your brain, which pushes us to relate, care, trust, and help others. Within the context of a story, a brain full of oxytocin helps us empathize with the protagonist. In fact, we’ll empathize so deeply with the protagonist that the parts of our brain that would be active if we actually experienced the story switch on.

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If your audience can rely on your stories for a consistent fix of emotion, they’ll fall in love with your brand and keep coming back for more. In fact, humans have always revered great storytellers. In 2017, anthropologists discovered that the best storytellers in two different Filipino villages had a better chance of getting chosen to be social partners, gaining community support, and having healthy offspring. For brands, the benefits are equally valuable to their bottom line.

Nike has mastered the art of storytelling and other businesses look to them for inspiration. Their ads are famous for telling powerful stories, but they also showcase the brand’s values. Here’s a look at their recent ad “Dream With Us”:

Nike’s not just pumping up their brand here. In a world where women are marginalized, they’re encouraging women to tell their stories and inspire today’s youth to chase their dreams. However, the message still works to build their brand because people emotionally connect to the values being displayed.

Producing content that’s designed to game algorithms or convert website visitors might be able to generate a decent amount of views and leads for your team. And as a marketer with goals to meet and bosses to please, it’s tempting to prioritize your team’s own goals over your audience’s needs. But if you truly want to resonate with an audience, create a lasting impression on them, and, in turn, produce real long-term results, storytelling is the best path forward.

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Episode 5: “The Brandwagon Interviews” Podcast with Lauren Fleshman of Picky Bars

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From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last time, Chris sat down with Veronica Parker-Hahn, SVP of Growth & Innovation at Effie Worldwide, to learn why she believes strategic rigor is essential to building an effective brand. Today, we’re excited to share our extended interview with this week’s guest, Lauren Fleshman, Co-Founder and CMO of Picky Bars.

Check out the episode to hear how Lauren learned the power of identifying and marketing your values from her experience as a two-time US track and field champion, and a Nike-sponsored athlete.

Or listen on: Apple Podcasts | Spotify | Stitcher

Watch the actual Brandwagon episode here!

Before becoming the co-founder and CMO of Picky Bars, a real-food company that makes energy bars, oatmeals, and granolas to fuel active lifestyles, Lauren Fleshman was a highly decorated professional runner. She’s a two-time US 5K champion (her fastest mile time is 4 minutes and 23 seconds!). When she signed on as a Nike-sponsored athlete, she soon realized she was Nike’s own brand marketing asset. From this experience, she learned how to be an exceptional storyteller and the importance of marketing her values to renew sponsorship deals.

Using this wisdom, Lauren started Picky Bars and grew the business in the energy bar market. On this episode, we hear all about building your brand for the long-run by paying attention to how you make your audience feel.

lauren fleshman

“I think you can make an interesting story out of anything. Because if you have a goal — no matter what the business is — there’s a journey involved in getting there. Everyone can relate to a journey.” On this episode of The Brandwagon Interviews, Lauren Fleshman highlights how knowing your values and telling your story will help your audience connect to your brand.

Here are some of the lessons learned throughout the episode:

  • Identify your story and decide it’s worthwhile to tell
  • Figure out why people like you and lean into that
  • Go narrow yet deep with your current audience and trust that your brand will grow from there

Short on time? Check out some of our favorite moments during this interview between Chris and Lauren.

1:22 – “I think it’s helpful sometimes to be a beginner at something”

After Chris runs the best mile of his life, Lauren and Chris sit down to talk about all things brand. Chris kicks off the conversation by asking Lauren about learning how to play the violin. Despite being a champion runner and a business owner, Lauren talks about how it’s important to be a beginner at something. It’s helped her in her coaching career and has pushed her to understand certain aspects of her business in new ways.

4:14 – On being a marketing asset

Not long after her highly successful collegiate career, Lauren signed on as a Nike-sponsored athlete. She quickly came to understand the world of running from an interesting perspective: she was another brand’s marketing asset. Fleshman talks about what it was like to pitch herself to companies in hopes of renewing sponsorship deals and how being an influencer helped her learn to tell her own story.

8:55 – Changing values at Nike

Even though she had a demanding training and race schedule, Lauren still found the time to tell her own story. Early on, she realized women athletes at Nike were treated differently than male athletes. Nike advertising for women featured models instead of professional athletes whereas ads for men’s shoes and clothing featured top male athletes at the time. Fired up, Lauren emailed Nike’s CEO on a whim and ended up changing the culture at one of the world’s largest brands. The company worked with Fleshman to make the first Nike catalog featuring female athletes and produced a commercial with her.

14:04 – “Everyone can relate to a journey”

When you’re a national champion and a Nike athlete, you’ve got a pretty cool story to tell, right? But what if you’re selling insurance or golden-toe socks?! Chris asks Lauren what companies should do if they feel like they don’t have a story, or that their business is “boring.” Lauren says if you just start telling your story, and if you accept that your story is worthwhile, you’ll be surprised by how people will be interested. If you have a business, you have goals. And if you have goals, there’s a journey involved in working toward those goals. Experiencing this in her running career and with Picky Bars, she believes everyone can relate to a journey, and they’ll be invested in your successes and failures along the way.

17:40 – Layering risks

What happened after Lauren missed competing at the Olympics due to injuries? She took the downtime and started four major projects, all of which she fully expected to fail. Fleshman describes how low-risk ventures can feel worthwhile in the face of failure because impacting even a few people in your community can have a great benefit.

21:26 – Starting Picky Bars

Chris asks Lauren about how she started Picky Bars, which are energy bars made with whole foods and balanced for sport. The story began when Lauren was on a break from running and wanted to help her husband and triathlete, Jesse Thomas, find an energy bar that wouldn’t mess with his digestive system (and fill the house with unwanted…gas). Lauren continues to tell the origin story of her business and how the brand grew organically.

26:47 – Growing a business in a crowded space

The energy bar market is saturated with products of all shapes, sizes, and claims. So, how did Lauren begin marketing Picky Bars and differentiate the brand in a crowded space? She first focused on her community and doubled down efforts on her personal blog. Then she drew on her experience as a sponsored influencer for other brands to market Picky Bars.

28:32 – Understanding your values

Lauren’s personal values have a ton of overlap with the brand values at Picky Bars. Chris wonders how you discover and define your values as a brand. Lauren explains how she began to define her own values and why she thinks it’s important for brands to lead with their values. Often, it’s about looking at what’s working and identifying why people like you in the first place, and then leaning into that.

32:14 – Finding a home at Oiselle

Amidst the discussion about values, Lauren mentions how she began to feel out of alignment with Nike due to their policies around athletes starting families. At that time she fell in love with Oiselle, a clothing company for female athletes, and left Nike to work with Oiselle, who helped her scale her values to affect more change and impact more people. Fleshman describes how she felt more motivated to work for Oiselle because their values aligned. This has fundamentally changed how she feels about sponsorship opportunities and how to inspire employees.

36:53 – Marketing your values

Chris asks how companies should market their values once they define them. Picky Bars and Oiselle both tell brand stories that reflect their brand values. In doing that, Lauren’s noticed that brands have the power to change the culture of the industries in which they operate.

40:15 – Creating brand affinity with Work, Play, Love

In 2018, Lauren and her husband started a podcast called Work, Play, Love. The podcast focuses on the intersection between sports, entrepreneurship, and relationships. On the podcast, the couple talks about their experience running Picky Bars — including all of their mess-ups and struggles — they offer advice on balancing life with goals in sport, and they talk about their relationship. Chris asks why they decided to be so open about their business and Lauren talks about how it gives their audience an opportunity to have a deeper connection with them and the Picky Bars brand. She describes how doing a show like Work, Play, Love has helped their business.

44:43 – CEO recaps

Lauren recommends that small businesses create a CEO recap for their fans, the same way a CEO would brief investors on the state of the business. She talks about the benefits of being open with your audience, both for your customers and for yourself.

47:24 – “Decide your story’s worthwhile”

What advice does Lauren have for marketers who are thinking about making shows and being their own spokespeople? She says that the first step is deciding that your story is worthwhile. Then? Go narrow and deep with your current audience and trust that your brand will build from there.

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