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You are Treating Your Brand the Wrong Way | Interview with Nicola Mendelsohn

Gary Vaynerchuk 30.07.2019 73 569 просмотров 1 913 лайков

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While in Cannes, Gary sat down with Vice President of Facebook and Instagram for Europe, the Middle East, and Africa, Nicola Mendelsohn. During the conversation, they talk about the biggest mistake of many brands being that they only have one voice for all the different audiences they try to reach. He emphasizes the importance of having multiple voices that are authentic for your brand so you can reach and resonate with different audiences more effectively. This humanizes the brand and makes it easier for people to associate with it. Follow Nicola on these platforms: Facebook: https://www.facebook.com/nicola.mendelsohn.3 LinkedIn: https://www.linkedin.com/in/nicolamendelsohn1/ Instagram: https://www.instagram.com/nicolamen/ Twitter: https://twitter.com/nicolamen TIMESTAMPS: 00:55 - What does brand authenticity mean to you? 3:50 - Which brands are communicating well? 5:00 - Are there stages where creativity and authenticity matter more? 6:20 - What is one piece of advice you would give to a small business trying to find its voice? 9:00 - What are your favorite platforms? 9:50 - How do your personal social profiles help you bring value to big businesses? 12:25 - What are some of the next big trends? 13:45 - Facebook rapid-fire Q&A — Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button ;) — My direct to consumer winery, Empathy Wines: https://garyvee.com/EmpathyWinesYT My new K-Swiss sneaker: https://garyvee.com/GV004 — Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the globe. He’s a sought out public speaker, a 5-time New York Times bestselling author, and an angel investor in companies like Facebook, Twitter, Tumblr, Venmo, and Uber. VaynerX, also includes Gallery Media Group, which houses women’s lifestyle brand PureWow and men's lifestyle brand ONE37pm. In addition to running VaynerMedia, Gary also serves as a partner in the athlete representation agency VaynerSports, cannabis-focused branding and marketing agency Green Street and restaurant reservations app Resy. Gary is a board/advisory member of Ad Council and Pencils of Promise and is a longtime Well Member of Charity: Water. — GaryVee Highlights on YouTube: http://garyvee.com/Highlights Instagram: http://garyvee.com/Instagram Podcast: http://garyvee.com/audioexperience LinkedIn: http://garyvee.com/LinkedIn Twitter: https://garyvee.com/Twitter Facebook: http://garyvee.com/GaryVeeFacebook Snapchat: http://garyvee.com/Snapchat Website: http://garyvaynerchuk.com TikTok: http://garyvee.com/TikTok Weekly playlist: http://garyvee.com/m2mall GaryVee 365 Alexa skill: http://garyvee.com/garyvee365 — Subscribe to my VIP newsletter for updates and giveaways: http://garyvee.com/GARYVIP

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What does brand authenticity mean to you?

talking about authenticity in a brand what does it mean to you from a brand communication you know it's this is an interesting question I had a very pretty for this world a pretty left-field point of view on this and my point of view is that we need to achieve relevance I'm looking at 11 12 13 faces right now and what Pepsi or BMW or coca-cola or Facebook means to all these people is actually different and so for me authenticity gets very close to relevancy because when you're a big brand there are so many variables in your world there's so many things that you're doing you know some people may drink a cola to get a burst of energy others it may be a reminder of spending time with their grandmother and I think we're so literal in today's brand and marketing world we're so stuck on sentences and adjectives and we spend so much time on subjective things that don't matter to the consumer on the other end so my perspective is much like a human being you and I are gonna act differently right now as humans in this interview then if we were with our family on a weekend in Las Vegas with our best friends then if we were presenting to 5,000 people always like Gary you're a little bit different than when you I see you on video I'm like yeah I'm on stage to 7,000 people versus I'm here with you there's different versions and I think people struggle in I'd land to understand things are multi-dimensional and so for me authenticity is actually being comfortable in the 74 to 74 hundred variations of how you show up and so I think that we are that human beings executives are limiting brands ability to be authentic because they want it to be so literal and so safe and so peered and so approved by the queen bee that uh that I think we live in a very non authentic world and I think the reason humans continue to scale in popularity is there a focus group of the audience they're there they're an executive group of one and I think one of the reasons real celebrities are struggling and have lost share is they do have PR people they do have big deals with movie studios that they're scared of breaking and so I think anyone who could actually show all the versions of themselves will win and I think right now the creative industry a isn't set up to make enough creative be has way too much b2b DNA in it to actually show up authentic and this is not schizophrenia this is not throw up against a wall and see what sticks this is not being scattered this is being true and so I think authenticity has a farm or at its end there's always a something that delivers at the end a piece of content or creative and I think it's being far more wide than it's been over the last 80 years so who's doing it well which brands would you point to guys nailed it

Which brands are communicating well?

one of the things that I don't do very well is pay attention to what other people are doing okay so this is always a tough question for me there is something that's you know I thought Wendy's did a really good job over the last couple years of engaging at scale which then led to a voice that gave them a lot of freedom but the reality is I know what's going on in the Vayner world obviously broad sense but I spent almost no time auditing what other brands are doing m+ if we're talking from a brand standpoint well has to be reflected in business results there's a ton of people that are gonna win awards today that business is declining dramatically and I struggle with that because the point of that creativity is to drive a business result in this context or get people to vote or inspire a movement or cure a disease like what's the point of output if you're not getting the end result and so you know I don't know who's doing it well I would say whoever's doing it well is definitely has business results and definitely has a breadth of execution so you've been with businesses and you've taken businesses from you know very small to

Are there stages where creativity and authenticity matter more?

very big do you think this different stages where authenticity and creative matters more no I think it always matters as a matter of fact what right now watching everybody pay attention to all the sound behind us and they're like to me and this is not a joke this is very meta I have so much empathy especially as d-roc and producers in my world have come into my world the amount of empathy I have for people that are incredible at their skill set and what they think about is so important to me at the same token I genuinely live in a world where I think the person that's consuming this on the other side kind of enjoys the helicopter or the boat or like the microphone because it's real and not it's not that my point of view is right or where production companies points of view are right or wrong I just think that I'm fascinated by this notion and we're living in the meta of it right now first of all to answer the question directly because I wanted to clearly make that point creativity matters everywhere if you're running for mayor in your you know town or if you're running coca-cola and I think if you look at what's happening look there's a lot of politicians I desperately don't agree with but in their authenticity of being crappy they get an audience and I think we have to learn from that across the board now earlier this year you set up another new business the fashion group all

What is one piece of advice you would give to a small business trying to find its voice?

focused on small business now what one piece of advice would you give to a small business out there that's looking to find its voice or its personality that's a great question uh lean into your founder whether she or he is introverted or extroverted because they either are extroverted and charismatic enough to drive your business and your small company and you need something or they're introverted but they actually know their craft very well and though they may not be the most dynamic on film they may be incredible in podcast form educating people how to do refrigeration or how to sell tires or whatever it may be so lean into your founder and make as much creative output as you can for the platforms that are dominating the mobile device the Facebook and instagrams the snapchats linkedin's the youtubes of the world is where the world is now playing and making content and written audio or video form for those platforms is imperative for an SMB we were getting tens of thousands of enquiries at vaynermedia from SMBs and we couldn't take them on because we're too expensive for them because the business I built was to service big brands but I came from SMB and I almost felt almost like a hypocrite slash you know the reason I named it directly after my dad Sasha is cuz that's my roots and I thought we were ready to help that world and it's been very I would tell you honestly it's been far more fulfilling helping these small companies there's a nail business in Toronto that was in deep deep trouble because their main distributor was about to like they thought they might cancel them and sure enough in your later they did but we helped them build a direct-to-consumer business through leading it to their founder I mean I'm I give advice that actually i watch happen we leaned into the founder we made a ton of Instagram Facebook Twitter content and the business is up three acts in revenue yet that are said I lived it taking my dad's business from three mil four million to sixty million do you know what how life-changing that is for a business I bought my car at a garage sale for five hundred bucks my brother got a Lexus like it changes when you build a business like that so like you know we're doing incredible work with Chase and Budweiser and all this great stuff but when you're helping an SMB and look let's call it what it is being at the Facebook million my point of view from the outside the small and medium-sized businesses of the world have figured out Facebook far more than the biggest brands in the world cuz deal with audacity and fake and SM B's can only live in the truth because if they live in fake they go out of business okay so any favorite but you've mentioned a few any favorite platforms or tools that are really good for helping these businesses to build their connections podcast YouTube Facebook

What are your favorite platforms?

Twitter Instagram snapchat LinkedIn has exploded in the last six months LinkedIn acts like Facebook did six seven years ago organic reach on LinkedIn is shocking so there's that Instagram story ads is the most under priced ad in the world buying Instagram swipe up story ads that take you exactly to where we want you to go for two to three or four dollars CPM and they're actually being seen unheard of so those are some of the things I'm excited okay what about your own channels you're your own podcast yeah it's go Harry how are you learning to expert now not that I think you have any troubles with this but how do you think you're learning or tips that you can give about how you express yourself personally and what you've able therefore to be able to transfer into the brands that which you

How do your personal social profiles help you bring value to big businesses?

communicate for look the single thing I'm most proud of sitting a can is there's not a human here not one that makes more creative output that I do on a daily basis and collective period that is an audacious but factual statement there's not one person here that makes more content than I do and I'm a CEO of a company not a creative and in that you can imagine in a world where me and my team are producing 40 to 100 pieces of content a day across all these platforms there's a practitioner ship that allows me I mean the amount of mistakes you know it's fun to have d rockier cuz he's on the text chain with me and my team we change our mind seven times a month I constantly [ __ ] on my own self once a week like I emphatically on Monday say it's all about this and literally next Tuesday go if we ever do that again we're fit I mean this is real life this is the truth and they are testing and learning with yourselves that's at a scale that is unseen right now and should be replicated by everyone which gives me much better insights to what the consumers reacting to and then obviously I'm a human with a certain kind of flavor so that doesn't map to dub the same exact way so there's macro things we see that we deploy and then we see how it plays out it's never literal for me to I'm a human I'm a forty three old man there's a lot of things that don't navigate but the truths that we navigate that we test and learn there and that we scale so it is the ultimate test lab okay so you a few bold statements there but I can say you are the only person in all these and I've interviewed a lot of people that has ever walked in with your own microphone because you're literally just logging and recording and observing the whole time and listen when I hear that sentence my brain goes to charlatans self-promoter like audacious I mean that and I'm saying that because I want the audience to understand when you're innovating you're gonna be misunderstood like when we decided three and a half years ago to film everything I knew that wasn't gonna be so easy to navigate life I mean this is at least this setting is somewhat normal how about in your normal day-to-day when you're just going to a normal meeting and you're being filmed like people are gonna cast judgment and I don't want to come across that way it's just that the value of content at scale is the cost of entry for success in my opinion of this next decade and yeah that's why we do it so you have famously predicted many trends that have come true so we couldn't be here with the helicopters planes boats going on what are the next big trends

What are some of the next big trends?

that you're looking at I think that alexa and google home is going to be a major factor over the next decade and I implore since we're here for I always think sucks has some secret lab when he's working on this because I can't imagine Facebook not entering this for a the attention of the end consumer is everything you've tried portal yes I have you're right I have and to that point that's a solid counter I think that voice-activated decision-making is going to be a big deal because consumers care so little about privacy and so much about saving time and nothing saves you more time than sitting in your living room deciding you want to go to a movie and it is far faster for me to say Alexa portal Google home whatever Microsoft Scott and whatever some Chinese companies got Alexa what movies are playing that is faster than grabbing your phone and searching Fandango and in that speed and getting your answers will be enormous disruption over the next decade so I'm extremely bullish on voice-activated devices okay we're out of time you've got a million places you've got to go to but we have a Facebook tradition of the quick fire round don't overthink it just say do you guys normally play awesome

Facebook rapid-fire Q&A

music right now do you post produce that way you'll know rice producer dad another one firing fireworks in the building in the background so first one can or California canned okay I really don't like California I love California social point of view in the world yeah American football or baseball American football okay Tottenham Hotspur both okay cardio or weight cardio okay podcast or vlog Oh you just literally asked me like which child do I love yes by the way real quick on that every parent has a favorite child this is absolutely true you're gonna kill me with my folders and apps not true for Katherine I promise you may not want to know this but your mom definitely has a favorite I'm sure all four of you actually know who it is like for example in my family everyone knows it's me I will go with podcast I like making decisions I think that audio is passive consumption and I feel like even a lot of people who watch my vlog actually only watch it with the audio while they're driving working out so I will go with we are in the rise of the next decade of audio because we've gotten faster technology is caught up we want to consume information but having to pay attention to the video versus listening while I do something else not as valuable okay and just for the record Gaby died me Sam and Zak I love you all equally don't listen to them it's final very important question Cola or lemonade you know what's a drink Cola and this is funny with a lemon in it I only don't think it's not cheating it's what's amazing about what you actually let me be even more transparent the I've stopped drinking Cola as much over the last five years but I've kind of reap icked it up in the last six months because I missed it I only drink Cola with lemon and lime minutes only I actually dislike right so much so I don't like regular Cola anymore I fresh lemon lime not when they spice it like I need to do it like they're little pieces and then I like bite the actual lemon and like eat the whole like peal and everyone freaks out it's like a whole to do is to be they don't overthink it most people just gonna Cola or lemon it's not Gary's one message that I take out more than anything is experiment try it don't be afraid be more authentic more creative things will happen and crucially more business results will come thank you for being with us actually have really appreciated

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