Monday, June 18, 2018

The Full Monty: Trickster – June 18, 2018

When brands try to get cute, the impact is questionable; we need more humanities graduates to lead A.I. efforts; the viral Olive Garden chatbot misfire; the autonomous talent wars and mobile payment wars; testing your strategy; unmasking fraudulent influencers; inside the binge factory that is Netflix; how to address the gap between podcast awareness and listening level; what consumers do to keep personal data personal; your PR metrics dashboard; Leonardo was ahead of his time; a discount to a Digital Summit; plus the podcast of the week and more in the Trickster edition of The Full Monty from Brain+Trust Partners for the week of June 18, 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


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Top Story

If you were online last week, odds are you got caught up in the hoopla around IHOP's announcement. For weeks they hyped an announcement on June 11 that would reveal what was behind their supposed name change to IHOb. People speculated what it might be: bacon? breakfast? bitcoin? But it seemed rather transparent in all: that IHOP was pulling some major stunt.

When last Monday arrived, the announcement was both underwhelming and overpowering: that the 'b' in IHOb stood for burgers. Underwhelming in that it's an item that has been on their menu for 50 years. And overpowering in that it dominated discussion online and in the news.

But really, does anyone think that IHOP is actually ditching its name and its namesake products?

Evidently, the restaurant has been experiencing a slump in sales in the last few years, so it needed something to boost the numbers. Their CMO said that they needed something disruptive to shake things up a bit. So they pulled a stunt. A trick.

Let's be clear: this is in no way a rebranding. Nor is this a campaign. This is a PR or marketing stunt. The question is how will its success be measured? Because right now, the creatives seem to be high-fiving about the success. If the company's goal was awareness, then it's an unbridled success. But what about consideration? Or sales?

We'll put the question to you: when a brand gets cute like this (or like the snarky retorts from the likes of Wendy's and others), does that change your likelihood of patronizing their establishments?

We'd say the jury is out on the success of the IHOP stunt with respect to rescuing flagging sales.

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

Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ

The 4th annual Digital Summit Detroit is coming up Sept 12-13. Keynotes
include Chelsea Handler, Scott Dikkers (Founder of The Onion), and Evernote CMO Andrew
Malcolm. Plus over 50 in-depth digital marketing sessions led by brands including
Waze, BuzzFeed, Jaguar, Discover, Salesforce, and more.
Register with promo code MONTY and get $50 off your pass. Hurry – early bird pricing ends on June 22.

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.

If you're seeing this, maybe you'd like to see your company's name here too. Let us know.


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

Aʟᴘʜᴀʙᴇᴛ / Gᴏᴏɢʟᴇ / YᴏᴜTᴜʙᴇ

Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ

  • Facebook's marketing is changing. How marketers can be prepared as Facebook focuses more on content that sparks conversations and brings people closer together.



  • Snap announced the release of Snap Kit, its developer platform. With the opening of the Snapchat API, it lets other apps piggyback on Snap’s login for sign up, build Bitmoji avatars into their keyboards, display public Our Stories and Snap Map content, and generate branded stickers with referral links users can share back inside Snapchat.
  • By the end of this month, advertisers will be able to purchase most of Snapchat’s ad formats programmatically with the platform rolling out a tool for all advertisers dubbed ‘reach and frequency’ that lets brands purchase its popular AR lenses in a more automated, targeted way.


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




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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    Top image credit: Ulysses and the Sirens by Thomas Moran, 1900 (public domain, Wikimedia Commons)



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