The Marketing Companion
Entertaining takes on marketing trends and business innovation from industry veterans.
Customer Experiences and AI - The Next Competitive Moat
In this SXSW‑recorded episode, host Sandy Carter talks with marketing veteran Kenny Lahr about the power of experience‑driven branding and how AI is reshaping customer interactions. Lahr argues that true competitive advantage now lies in creating emotionally resonant experiences that collapse physical, cultural and psychological distances, a principle he applied at the Golden State Warriors with the "Strength in Numbers" campaign and later in Japan by adapting to local customs. He highlights the rise of storytelling roles, the shift from AI hype to community‑centric experiences, and stresses that authentic, memory‑forming moments drive loyalty more than any single technology. Throughout, Lahr shares practical insights on embedding brand ethos into every touchpoint and letting the customer become part of the story.
Humane versus Human Marketing
Mark Schaefer and Mathew Sweezey explore the distinction between "human" marketing—aimed at emotional connection—and "humane" marketing, which prioritizes delivering fast, effortless help to customers, often via AI. They argue that while heartfelt storytelling remains valuable, the immediate impact of AI-driven,...
Sustaining a Personal Brand in Trying Times
Jay Acunzo and Mark Schaefer explore how they’ve maintained prolific personal content creation over years by treating content creation as a lifestyle rather than a task, emphasizing mindset shifts, disciplined routines, and strategic focus on authenticity. They share practical tactics...
Truth Is Now a Luxury
In this episode Mark Schaefer announces a major shift for The Marketing Companion while co‑host Sandy Carter discusses how deep‑fake technology is flooding even top brands and leaders, eroding trust. They explore how the accelerating pace of AI is reshaping...
The OG Marketing Ideas We Need Today
Mark Schaefer and Andy Crestodina revisit timeless marketing fundamentals—strong branding, live events, and even the provocative power of sex—while framing them against today’s AI‑driven landscape. They argue that despite new tools, the core human drivers of connection and experience remain...