What Happens When You Take a Risk with Your Brand? - Mark Schaefer

What if the key to standing out in a noisy world isn’t about shouting louder or spending more money? What if it’s about embracing the crazy? In this episode of Insight Out, I sit down with Mark Schaefer, one of the sharpest marketing minds on the planet, to uncover the secrets of audacious marketing in an AI-dominated world. Mark, a New York Times bestselling author and marketing strategist, reveals how businesses can outshine the competition by tapping into the most uniquely human qualities crazy ideas, awe-inspiring experiences, and stories that people can’t help but share. But here’s the twist: What if the future of marketing isn’t about algorithms, but about out-humaning AI? What if the most powerful tool in your arsenal is your ability to create something so bold, so unexpected, that it stops people in their tracks? Mark shares jaw-dropping stories from his new book, Audacious, including how a drone show in the Texas sky left an entire restaurant in awe, and how a brand called Liquid Death turned the water industry on its head by embracing the taboo. What’s your audacious idea? What bold, crazy, unforgettable story will you create to stand out in a world drowning in noise? Tune in to this episode to find out how you can start today. In this episode, you will learn the following: How to create marketing moments that stop people in their tracks. Why awe is the secret ingredient to unforgettable branding. How to disrupt traditional narratives and break taboos like Liquid Death. The five-act storytelling structure that makes ads stick. How to turn customers into passionate brand advocates through word-of-mouth marketing. In This Episode: [01:33] Introducing Mark Schaefer [03:54] The impactful drone show [13:21] The role of awe in marketing [21:34] Liquid Death: A case study in bold marketing [25:02] From flat to 3D marketing [26:11] Innovative storytelling in unexpected places [26:56] Creative marketing on a budget [28:34] The power of experiential marketing [29:15] The role of education in marketing [31:49] The art of storytelling in advertising [37:09] Systematic word-of-mouth marketing [44:37] The impact of social objects in marketing [48:09] Final thoughts and takeaways Notable Quotes [01:06] “Most marketing today is boring. It’s predictable, it’s ignorable. But standing out isn’t about spending more money or shouting louder—it’s about doing something truly different.” – Billy [02:55] “Instead of playing it safe, instead of doing what you think you're supposed to do, we’re going to talk about how you actually stand out.” – Billy [10:49] “AI can be competent, but it can’t create human connection. If you're just competent, you’re vulnerable—because competent is ignorable.” – Mark Schaefer [37:09] “Word of mouth marketing is the most powerful form of marketing, yet most brands don’t have a system for it. It’s time to change that.” – Mark Schaefer [44:37] “The best marketing isn’t just seen—it’s experienced. People remember the emotions, the moments, and the stories, not just the ads.” – Mark Schaefer Resources and Links Mark Schaefer ⁠Website⁠ ⁠Audacious: How Humans Win in an AI Marketing World⁠ ⁠The Marketing Companion⁠ Billy Samoa ⁠Facebook⁠ ⁠X (formerly Twitter)⁠ ⁠Instagram⁠ ⁠LinkedIn⁠ ⁠YouTube This is an encore episode and was originally published on March 21, 2025. Learn more about your ad choices. Visit megaphone.fm/adchoices