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In Episode 2 of The Relevance Project, Cole continues working with Kitworks, Loon'r, and SkyGOAT to move from brand strategy into actual content strategy.
The episode starts by pressure-testing the idea of treating a brand like a character. For each of the three brands, those characters are becoming a tool for translating a point of view into recognizable behavior with...
Creative is often treated as an expense. Joe Prebich, the VP of Benchmade Knife Company, believes the best creative can become one of a brand's most valuable growth assets.
In this episode, Joe shares lessons from his time at Red Bull and Benchmade about why bold ideas matter, how great content can create distribution and long-term brand loyalty, and why much of the ou...
In the first episode of the Relevance Project, Cole sits down with the teams at SkyGOAT, Kitworks, and Loon'r to understand where each brand is starting, what they want organic content to accomplish, and how they'll measure progress along the way.
The conversations reveal a shared challenge. The brands have audiences, products, and stories worth telling, but they haven...