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DavidCrace
  • Male
  • Brentwood, TN
  • United States
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DavidCrace's Friends

  • Gunnar Branson
  • Ted L Simon
  • Alexandra Hobson
  • Preston Samuels
  • Michael B. Moore
 

DavidCrace's Page

Latest Activity

DavidCrace commented on Michael B. Moore's video
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'The Big Brand Marketing Wish List'

"Note to self, no more panel appearances : )"
Sep 20, 2010
DavidCrace commented on Michael B. Moore's video
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The Breakup: Brands and Consumers

"Oh my gosh. Love this...will use immediately with my team!"
Sep 20, 2010
DavidCrace commented on Michael B. Moore's video
Sep 20, 2010
DavidCrace commented on Michael B. Moore's video
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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."
Sep 20, 2010
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…"
Oct 14, 2009
DavidCrace commented on Michael B. Moore's video
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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…"
Oct 8, 2009
DavidCrace posted a blog post

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…See More
Oct 7, 2009
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…"
Oct 7, 2009
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…"
Oct 7, 2009
Ted L Simon and DavidCrace are now friends
Oct 6, 2009
Michael B. Moore commented on DavidCrace's video
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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…"
Oct 1, 2009
Gunnar Branson commented on DavidCrace's video
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Love 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…"
Oct 1, 2009
DavidCrace posted a blog post

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. The debate…See More
Oct 1, 2009
Preston Samuels commented on DavidCrace's video
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Love 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…"
Sep 29, 2009
Alexandra Hobson commented on DavidCrace's video
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Love 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…"
Sep 29, 2009

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.
LinkedIn
http://linkedin.com/in/davidcrace
Twitter
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.

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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

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

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

Posted on September 22, 2009 at 8:21pm — 1 Comment

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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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