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DavidCrace commented on Michael B. Moore's video
Great Idea. Awful Commercial.
"I'm not even sure its a great creative idea. It's like someone repeating the punch line to a bad joke....doesn't make it funnier. This is weak all around."
DavidCrace commented on Ted L Simon's blog post Brand Managers Must Die"Ever have an argument with your spouse and find yourself yelling "I'm not getting defensive!"
I must admit that before I even read the previews of Forresters article, I was defensive. My emotional reaction (and that of countless…"
DavidCrace commented on Michael B. Moore's video
Critique: Sears Brett Favre commercial
"This ad is about Brett Favre not Sears. It's kind of cute, but what does it say about Sears? After watching this I'm as likely to but Wrangler Jeans (brett's other pervasive sponsorship) as I am Sears.
Sears is a lost cause I'm…"
DavidCrace posted a blog postEmotional Benefits: Group vs Self Identity
To pick up from the previous post, we are all motivated by the goal for self actualization, but self-actualization can only be achieved after we have met our "social needs" and "esteem needs". Social needs refer to our desire to belong, to have friends, to be in a group, to have community. Esteem needs refer to our desire for self identity, self respect, and independence from a group. Group identity vs self identity. The emotional benefit of any brand "ladders" up to these higher order…See More
Gunnar Branson commented on DavidCrace's blog post Emotional Needs: Hello Maslow"David - I really like the direction you are going with this - it's provoking all sorts of new thoughts. I wonder if there may be a bit of confusion in our culture about what "fitting-in" means. Any exploration you might do in this…"
DavidCrace commented on Gunnar Branson's blog post Is it Marketing? Or is it Nagging?"Gunnar you are journalist! Well written and convicting. loved the husband/wife analogy. Does anybody have any transformational listening ideas/tools that they have deployed that have worked? Why is it so hard to listen? Why is it even harder to…"
Michael B. Moore commented on DavidCrace's video
Love it? Hate it? Rate it. 1-5, 1 is Love
"We live in a world where marketers can no longer afford to waste either words or dollars. Why include anything in an ad if its not directly accomplishing either brand and business objectives?
Moreover, merely juxtaposing one's product in an ad…"
Gunnar Branson commented on DavidCrace's videoLove it? Hate it? Rate it. 1-5, 1 is Love
"I found myself smiling right along with the protagonist of the spot - goofy as he was - so it certainly had an emotional pull - but I have to wonder if this ad is not unlike the Mean Joe Green spot of the 1970's - in other words, everyone loves…"
DavidCrace posted a blog postEmotional Needs: Hello Maslow
Brand builders continue to primarily rely on Maslow’s Hierarchy of Needs as a conceptual framework for understanding the motivation of their consumers. In a nutshell, this model proposes that all emotional needs “ladder up” to our ultimate pursuit for self actualization. Read more here.A fair amount of academic debate continues on what the hierarchy looks like after physiological needs are met. The debate…See More
Preston Samuels commented on DavidCrace's videoLove it? Hate it? Rate it. 1-5, 1 is Love
"I actually think Michael's comments are spot on. To be honest, he's seen things I probably wouldn't have. I missed the Asians on the bus, but agree that it makes little sense. More important, I also agree that Coca-Cola could have…"
Alexandra Hobson commented on DavidCrace's videoLove it? Hate it? Rate it. 1-5, 1 is Love
"I'll give the ad a 1. I understand Michael's point of view, but I think he's drastically over-reaching in his comments, reading far too much into it. It's a positive ad. It tells a good and upbeat story. It positions Coke in a…"
Profile Information
- Title
- Divisional CMO
- Company
- EMI Music
- Company Summary
- We create, market, distribute and publish music and artist brands. We impact culture for good.
- http://linkedin.com/in/davidcrace
- http://twitter.com/DavidCrace
- Facebook or other
- http://davidcrace.blogspot.com/
- BIO
- I grew up in the South in a family of serial entreprenuers. I fell in love with marketing in high school and have followed that muse through college, graduate school and across my career.
I have an MBA from The Fuqua School of Business at Duke, have worked in Brand Management at Procter & Gamble and Coca-Cola, and for the last decade I have been marketing music for EMI. Currently I am CMO/SVP of a Division of EMI Music in Nashville. My role includes business development, enterprise strategy, and all things sales & marketing (vision, strategy, tactics).
I enjoy bringing brand management philosophies to life in new businesses and channels. Music consumers led me into technology a decade ago where I have become passionately engaged in all things digital.
I'm a strategy-first marketer and believe consumer-based marketing is central to all functions of a business. I hope to continue working in senior leadership roles for organizations that share that vision.
DavidCrace's Videos
DavidCrace's Blog
Emotional Benefits: Group vs Self Identity
To pick up from the previous post, we are all motivated by the goal for self actualization, but self-actualization can only be achieved after we have met our "social needs" and "esteem needs". Social needs refer to our desire to belong, to have friends, to be in a group, to have community. Esteem needs refer to our desire for self identity, self respect, and independence from a group. Group identity vs self identity. The emotional benefit of any brand "ladders" up to these higher order… Continue
Posted on October 7, 2009 at 9:49pm
Emotional Needs: Hello Maslow
Brand builders continue to primarily rely on Maslow’s Hierarchy of Needs as a conceptual framework for understanding the motivation of their consumers. In a nutshell, this model proposes that all emotional needs “ladder up” to our ultimate pursuit for self actualization. Read more here.
A fair amount of academic debate continues on what the hierarchy looks like after physiological needs are met.… Continue
A fair amount of academic debate continues on what the hierarchy looks like after physiological needs are met.… Continue
Posted on October 1, 2009 at 7:03am — 1 Comment
Emotional Benefits
When consumers interact with a brand, there is an emotional consequence. Brand failure, even in the most insignificant categories, can cause frustration, anger, even embarrassment. Brand success can lift spirits and turn a bad day around. What’s interesting is these emotional consequences are often not just directed at the brand, but at the user. Ever felt like a sucker for buying a brand? Ever felt more confident about yourself when using a brand?
As a brand builder, the goal is to… Continue
As a brand builder, the goal is to… Continue
Posted on September 25, 2009 at 7:30pm — 2 Comments
On Performance
When evaluating performance, marketers often make two mistakes: (1) relying solely on technical testing to evaluate performance & (2) too narrowly defining the performance window.
Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are… Continue
Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are… Continue
Posted on September 22, 2009 at 8:21pm — 1 Comment
Comment Wall (1 comment)
- At 2:27am on October 6, 2009,
Ted L Simon said… - HI David. Thanks for the invite. Looking forward to exchanging thoughts with you here on the Farm.
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