Wharton Business Radio

Marketing Matters: September 11, 2019

Hosts Americus Reed and Barbara Kahn are joined by Jake Hancock (Partner, Brand Strategy, Lippincott), Jennifer Escalas (Professor of Marketing, Owen Graduate School of Management, Vanderbilt University), and Norty Cohen (Founder; Author of “The Participation Game: How the Top 100 Brands Build Loyalty In A Skeptical World”, Moosylvania) on the Wednesday, September 11, 2019 edition of Marketing Matters.

Air Date: Wednesday, September 11, 2019 on SiriusXM 132

Jake Hancock

Air Time: 5:00 pm
Featuring: Jake Hancock

Norty Cohen

Air Time: 12:00 am
Featuring: Norty Cohen

Jennifer Escalas

Air Time: 6:00 pm
Featuring: Jennifer Escalas

Featured Guests

Jake Hancock

Partner, Brand Strategy, Lippincott

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Jake’s brand strategy and naming work is a staple of everyday life.

From products for Delta, Google, or Coca-Cola to new corporate names like BrightView or WestRock, Jake helps some of the world’s greatest brands define their relationships with customers from the very first impression. Outside of Lippincott Jake is an avid gardener: “Any day I can walk out my door and pick fistfuls of snap peas and cherry tomatoes, and fresh mint for a julep, is a very good day.”

For you, what makes Lippincott a special place to work?
The walls of our offices, on any given day, are lined with hundreds of brilliant design concepts. It’s like working in a contemporary art museum that’s constantly changing.

Which projects have been the most meaningful to you and why?
I worked with a healthcare client to dramatically streamline their 14,000+ health insurance product names. I loved knowing that by creating a more effective strategy, we could play a role in making a complicated life decision a little easier for millions of people.

What gets you out of bed in the morning?
A labradoodle licking my face.

What are your favorite brand names?
The ones that don’t take themselves too seriously. Sure he launches rockets and builds cars that save the world, but the fact that Elon Musk created The Boring Company cements his genius in my mind.

Which brand name are you most proud of?
Pipcorn — it’s the perfect name for their miniature popcorn product, IMHO, and I’ve watched that brand grow from the farmers market circuit to Shark Tank to Oprah’s Favorite Things, to the shelves of Whole Foods, Costco and beyond.
Full Profile

Jennifer Escalas

Professor of Marketing, Owen Graduate School of Management, Vanderbilt University

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Jennifer Edson Escalas (PhD Duke University) is a Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. Her research interests are twofold: 1) she applies the concept of narrative processing to consumer behavior and 2) she studies how consumers use brands to express themselves, resulting in self-brand connections. Jennifer has published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, and Journal of Public Policy and Marketing. She has served as an associate editor for the Journal of Consumer Research and received the Society of Consumer Psychology’s Distinguished Service award for her work as the organization’s webmaster. Jennifer is a member of the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology.
Full Profile

Norty Cohen

Founder; Author of “The Participation Game: How the Top 100 Brands Build Loyalty In A Skeptical World”, Moosylvania

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Norty Cohen is CEO and Founder of Moosylvania, the St. Louis-based ad and creative agency well-known for their sought-after annual research and data on the Top 100 global brands. Cohen shares his insights and research at events throughout the US every year, however, for the first time, he will be publishing his research in the upcoming book, The Participation Game, which examines how and why consumers adopt brands.

Prior to starting Moosylvania, Cohen was the COO of former agency of the year, Zipatoni. Prior to his four decades of creative and innovation engineering experience, he received his degree from the University of Missouri, School of Journalism. Cohen is a weekend rock warrior, and plays percussion in a 70s review rock band. He is also on the Executive Board of Gateway to Hope, a charity that buys insurance for women who have been diagnosed with breast cancer. Cohen can be found on LinkedIn, Instagram and Twitter.

Cohen’s new book, The Participation Game, may be found at https://theparticipationgame.com/about/

Twitter – @nortycohen

Book – https://www.amazon.com/Participation-Game-Brands-Loyalty-Skeptical/dp/1940858291
Full Profile

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