Monday, June 11, 2018

The Full Monty: The Loss of a Friend – June 11, 2018

The impact of the forces for good in our lives; the need for innovation amid GDPR challenges around personal data and machine learning; when to expect fully autonomous vehicles (really); the traits and skills of the modern CMO; your brand's online reputation matters to consumers and journalists alike; Amazon is crushing third-party vendors; uniting digital and physical experiences to boost sales; Facebook and its many device deals; insights on Generation Z; Hollywood is under threat from tech companies; Spotify goes all Amazon on the music industry; what matters to consumers regarding the sharing of in-car personal data; there's a moment of deep distrust of big tech; what we need to get ourselves out of a rut; plus the podcast of the week and more in the Loss of a Friend edition of The Full Monty from Brain+Trust Partners for the week of June 11, 2018.

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The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.


Top Story
Artificial Intelligence / Autonomous
Communications / Marketing / Business Strategy
Retail Apocalypse
Privacy / Security / Regulatory
Measurement / Analytics / Data
Mental Nourishment
Speaking Engagements


We've changed "Top Stories" to "Top Story," recognizing that there aren't always multiple links (or perhaps even any link) for the topic upon which we've chosen to opine. Also, the associated YouTube channel goes a little deeper.

Top Story

There seemed to be profound sadness in the world last week. In particular, two celebrity suicides brought the issue of mental illness to the fore – that of Kate Spade and of Anthony Bourdain. And a little closer to home, over the weekend a colleague and friend of over a decade lost his battle with cancer.

Every one of us has been touched by death in some form or fashion. It's simply part of living. Isn't is strange though, how the death of someone whom we've only seen on television should affect us so deeply. Perhaps it's because there's a sense of admiration, or perhaps we feel like a kindred spirit. Or more likely, it's because they've created something that has touched us in a profound way.

Creativity – the use of ideas to produce something – signifies more than simply making. It's about a process, a deep imagination, a output that is the result of pouring oneself into a unique and memorable project. So a creator is much more than a manufacturer of words, art, music, video, or the rest. A creator is someone who sees the world in a certain way and wants you to share in that joy.

So it should be no surprise that the creators are often imbued with a sense of joy, permeated with optimism and hope, as they share their creations with us. They want to surprise and delight us, and they want us to be able to light up as we recognize their realizations.

And that's what Darryl was.

I first got to know Darryl Ohrt through his agency Plaid, which wrote the Brand Flakes For Breakfast blog, helped my firm with an early and adventurous foray into multiple-party video broadcasting, ran a fantastic summer tour for multiple years, and ultimately sent a blow-up doll to my office.

More on his story later this week in the next episode of The Full Monty podcast. I hope you'll be tuning in, either via audio or video.

Darryl Ohrt

Artificial Intelligence / Autonomous

The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

Communications / Marketing / Business Strategy

Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

  • Influencer marketing has reached mainstream status. Naturally, that means it's time to ask: "Is influencer marketing dead?" The data tell the story.
  • The average tenure for CMO has increased from 42 months to 44 months. It's still the shortest average tenure for the C-suite. Here are some of the traits and skills the modern CMO needs to thrive.
  • As digital teams take root in many organizations, it's important for the C-suite to understand the five stages of business that will make it possible for digital teams to properly function.

Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ

"Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing." 
– Abraham Lincoln

Retail Apocalypse

Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 

Go ahead, press this button. See what happens.


Want to know what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours?

Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

Some of the results are going to really surprise you.

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News to know about relevant social, virtual, and augmented reality platforms that may affect your business.

Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ


Aʟᴘʜᴀʙᴇᴛ / Gᴏᴏɢʟᴇ / YᴏᴜTᴜʙᴇ


The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.



  • Spotify is signing deals directly with some musical artists. Thus the competition with traditional music labels begins. We've seen it with Amazon (as above), and we're seeing it again here: "Use our platform to help your distribution. Thanks for the data. We'll take it from here."
  • Cannes used to name the Media Person of the Year. That's changing as it named Spotify the first Media Brand of the Year.
  • Program of the Week: Our pick this week is Beyond 6 Seconds, suggested by Carolyn Kiel. The extraordinary stories of everyday people who are making the world a better place by starting their own businesses, giving back to their communities, and/or working with exciting new technologies. Guests on the show share their stories of inspiration, triumph and struggle; many of them are overcoming tremendous adversity to achieve their goals. Do you have a program to recommend? Add yours to our Google Sheet:


Privacy / Security / Regulatory

Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.

Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

    Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ

    Measurement / Analytics / Data

    The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.

    Mental Nourishment

    Other links to help you reflect, improve, or simply learn something new.

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    Brain+Trust Partners companies evolve at the speed of customers. From social and content strategy development to technology vendor selection, to improved operations, our focus is on helping companies craft one true view of the customer. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.

    Top image credit: The President's House by George Munger, c. 1814-1815 (public domain, Wikimedia Commons)



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