There's good marketing and there's bad marketing. In this inaugural solo episode I introduce a new podcast segment called Marketing Spy vs. Spy [dun-dun-dun].
Nivea's solar powered phone charger advertisement in a Brazilian magazine rocked the marketing world with it's innovation and utility. They gave their target market value first without requiring a purchase or exchange of information. That's how to build trust and a strong brand. They are the good spy.
On the other side of the moat is Yelp's sales team. They have been hounding me for months to buy ad space on their platform. Each phone call is the same – they tell me how great they are, I tell them I'm not interested, they tell me I must be stupid, I hang up the phone.