How are the insights of outsiders useful and how can outsiders find anything more than a stereotype?
Erika Brenner has worked as a planner and insights manager, and now works in marketing for Helly Hansen. Born in Brazil, Erika spent eight years in China after university and is now into her fourth year in Norway.
With all this moving around, she has had to explain the value she can bring to local advertising and marketing teams by not being local, something she now captures in her website The Outsights: http://www.theoutsights.com
We discuss:
- Belonging everywhere and nowhere at once
- How to work with stereotypes
- The reality behind stereotypes about Brazilians, Norwegians, and Australians
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Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com
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Tell Me The Truth - Derek Walker, Agency Boss
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Philosophy for WTF? - Rob Estreitinho, Salmon Theory
How Money Works In Agencies - Darren Woolley, Trinity P3
Hey, Advertising Industry, Open Up! - Mary Buzbee, Creative
Understanding the World Around You - Leo Nguyen, Strategist
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Insights In Everyday Life - Gregory Duquesne, Strategy Head
Fix Your Script - Finding Your Way Into Advertising Using Your Stories - Jani Westcott, Brand Strategist
8 Strategy Minds Discuss COVID-19 - Sweathead Check-In
Marketing In Turbulent Times - Bruce Clark, Northeastern University
Finding Your Strategy People - James Lees, Group Think
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