My name is Andrew Swenson, and I'm a brand strategist, marketer, creative director, communicator and listener.
I believe the future of our economy is meaning. I believe the best brands make promises they can keep and the best marketing connects with deep human needs and desires.
I currently serve as director of marketing & comms at the University of Nebraska–Lincoln. I lead a talented group of creative pros to enroll more students.
But more than that, I find ways to translate our brand into simple ideas and relevant experiences for the future students we serve. It's about understanding the deep needs and desires of our market and finding ways to satisfy them.
A hacker isn't just someone who destroys. A hacker is someone who can see a complex system and understands how it works. They know that there's more than one path to a desired goal, and sometimes the best path isn't always the one that's most traveled.
A hustler is someone who gets it done. Most of the time this means building relationships and leveraging connections to work toward a common goal. All of the time this means investing blood, sweat, and tears to see a job to completion.
Hipsters get a bad rap, but they're often attuned to subtle aesthetic details their peers can't articulate, but certainly appreciate. Hipsters can smell a marketing ploy a mile away. They know what's authentically cool and they deliver.
When I arrived at Concordia, we lacked clear and consistent expression of our brand. So I developed and executed a brand audit and oversaw the development of an all-new integrated brand effort.
I worked to replace traditional direct mail and advertising with a combo of SEO, SEM, inbound marketing, Facebook ads and remarketing to boost leads fast.
Armed with good purchase data, a MailChimp account and my wits, I turned $50 into $20,000 in sales in one afternoon's work.
"Quality" is so abstract, ill-defined, and over-used, it doesn't mean anything. "Product" is as descriptive as "widget." So I banned both from my office.
Aou know that making your marketing objectives and goals match your strategies is essential to business success. But do your strategies match your view of reality?
It's not marketing that needs to be more pervasive in organizations. It's people who care about customers. (Then smart marketing should follow).