7 lessons @VancityReynolds taught us from @Adweek #brandweek also some amazing things he said (a thread)

Lesson #1 Less bureaucracy allows for more creativity. Quote below

“I don’t know the nuances of typical ad agencies. I’ve met some of them. While I respect what they do and how they do it, I get why it’s challenging. When you’re one and the same I will freely admit that it’s an unfair advantage.” - @VancityReynolds #brandweek

Lesson #2 To be a good marketer, be a consumer first. Quote below

“I fell in love with the gin. It was kind of the perfect way to be introduced to a product. There was no nefarious master plan. It was just: I love this gin.” - @VancityReynolds #brandweek

Lesson #3 Authenticity always triumphs. Quote below

I learned so much working on Deadpool each and every day. I knew that authenticity connected with audiences. We really learned to use character in place of spectacle. That was such a lesson to me. And I applied some of those principles to marketing.” - @VancityReynolds #brandweek

Lesson #4 Speed is good, too. Quote below

“We don’t have a corporate structure or a ladder that I have to go up to get a whole bunch of approvals, because I’m the owner. So we get to move quickly on an idea and execute it quickly while it’s still in the zeitgeist.” - @VancityReynolds #brandweek

Lesson #5 Accountability matters. Quote below

“I was never afraid and I look back now and see that learning accountability was so important. If I was 15 minutes late for work at the grocery store I worked at midnight to 8 a.m. unless I had a good reason I was fired.” Part 1 - @VancityReynolds #brandweek

“Having 6 or 7 day-to-day jobs that were shift work really taught me the importance of accountability. That’s helped me a lot in terms of being responsible and creative.” Part 2 - @VancityReynolds #brandweek

Lesson #6 Celebrity status isn’t everything. Quote below

“The celebrity aspect of it supercharges things. Having millions and millions of social media follower that’s an advantage that is second to none. One of the lessons I’ve learned is always to remain self-effacing and imbue that into your marketing.” Part 1 - @VancityReynolds

“Whether you’re a tiny agency or a tiny company growing, or somebody that’s huge. I don’t think anybody wants to watch Goliath. They want to watch David. When I’m in an ad it’s usually a last resort.” Part 2 - @VancityReynolds #brandweek

Lesson #7 Consumers are tiring of endorsers. Quote below

“So much of our industry is based around ambassadorship, and that’s an older construct. I don’t think it works as well anymore. People want to feel that you, the celebrity, or you, the face of a brand, has a genuine connection to that brand and they know if you don’t.” Part 1

“You can’t just show up, shoot something, then leave. You have to have a passion for it.” Part 2 - @VancityReynolds #brandweek

This isn’t an official lesson but I count it as one. Lesson #8 Have some empathy. Quote below

“Our whole goal is to bring people together, not divide them. You have to look at things through a lens of empathy. They don’t teach empathy at school. They teach calculus, but I have never fucking used calculus.”
Part 1 - @VancityReynolds #brandweek

“We generally go with this idea of of bringing people together. I know that sounds a little hokey, but it’s served us well. Empathy has helped me in immeasurable ways,in every way.” Part 2 - @VancityReynolds #brandweek

“When you’re creating a piece of content or you’re creating something for Aviation Gin or Mint Mobile, usually I’m looking at it like, OK, who is this hurting? Is this hurting someone. We live in a world of outrage. Is this going to just cause some unnecessary outrage?” Part 3

Not a lesson but lesson #9 mistakes are what build us up. Quote below

“There are mistakes that are what build us and shape us and help us learn the most.” - @VancityReynolds #brandweek

Lesson #10 conflict involves empathy.
Quote below

“The one thing that has always worked really well for me is conflict. Conflict in our lives and with our colleagues, with our businesses conflict doesn’t necessarily equate to combat. Conflict is actually growth opportunities.” Part 1 - @VancityReynolds #brandweek

“Conflict actually involves a tremendous amount of empathy. 
I find that approaching things with this attitude of conflict resolution works, like mirroring, empathizing, validating with someone who might have an issue. That is really the core belief system that really helps.”

“Our whole goal is to bring people together, not divide them” Part 3 - @VancityReynolds #brandweek

Lesson #11 you can’t be good at something without willing to be bad at it. How many lessons did I learn from @VancityReynolds #brandweek lol I learned a lot

“One of the best pieces of advice that I’ve ever been given is that you can’t really be great at something unless you’re willing to be bad at it.” - @VancityReynolds #brandweek

Lesson #12 emotion and humor. Quote below

“I actually love stuff that isn’t necessarily hyper ironic or will permeate the zeitgeist with hilarity. I like stuff that is emotional too. And those two things travel the best, virally speaking emotion and humor  are two things that really move the needle in a big way.” - Ryan

Lesson #13 You have to have a passion for the company and be willing to do the work. Quote below

“You’ve got to roll up your sleeves and do the stuff behind the scenes that isn’t this sort of,  show up and shoot something, and then leave. You have to have a passion for it.” - @VancityReynolds #brandweek

End of thread I learned a lot from @VancityReynolds on #brandweek @Adweek