July 2, 2020 • 29 mins
On this episode, I break down the fundamentals of creative branding through photography, audio, and video with our Creative Assistant Derek Moss. We also get into how nostalgia is such a huge driver of branding.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Joseph Pellegrino (00:00):
Hey guys, on today's podcast, we're going to
talk about branding. Whatexactly it means we're going to
break down. What is a brand?
What is it? encapsulate. And Ihave a creative assistant back
this week, Derrick.
Derek Moss (00:15):
Everyone. Glad to be back.
Joseph Pellegrino (00:18):
So I'm Derek, you deal with a lot of brands at
RG media? I want you to breakdown what, what exactly is the
purpose of each one of thesectors that we offer for our
brands? For example, you know,why do we Why do we take food
photography? What's the point?
Derek Moss (00:38):
Yes. So I think, for me, my what I what I see
branding, as is capturing whatwhat happens at your business?
And how do you want to presentyour business to your, to your
customers. So a lot of ourbusinesses that we work with are
(00:59):
restaurants. So what we helpthem with is capturing photo and
even better video content ofthem doing what they do best
making their food, serving it totheir customers. And without
that, then people that discoverthem online, they're not
(01:21):
interested, they're the oppositeof interested, if they if that
presentation isn't there forthem online, then it's just a
total missed opportunity. So wehave restaurant clients said,
just make these like, deliciouslooking pizzas and entrees and
(01:43):
and with us capturing that andthen marketing it. It's it's a,
it's blown them up.
Joseph Pellegrino (01:53):
Yeah. No, I agree. I mean, if you really
think about it, what's going to?
What's going to sell more? Is itgoing to be a text in a
newspaper that says, We havedelicious steaks? Or is it going
to be a mouth watering picturein front of my face, as I'm
scrolling on Instagram, that hasjust this delicious steak with
the right lighting, and theright you know, it's just bang,
(02:16):
it's, it's, it's reflectingright off the steak and I'm
sitting here like, holy shit, Ineed one of these. That's what's
going to sell. So in theory,with food photography, you know,
it helps to sell your brand, ithelps define what your brand is
about, you know, what makes youunique? What makes these
(02:38):
restaurants unique from thecompetition, and that's going to
be their food, you know, someonemight like your food better
here. And that delicious steaknow has a background story. You
know, someone might say, wait asecond. Why is that steak cut
like that. And it could be aunique story. Like, you know,
(02:58):
the first night of therestaurant, the owner cut the
steak that way by accident. Andever since that we kept it like
that. That's a story. That'ssomething that's unique. That's
something that, you know, thatmight make me go tell my friend,
because it's just a stupid factabout the restaurant. Yeah, all
that stuff helps you to buildyour brand. I mean, look at look
at Hard Rock Cafe. I mean,everyone knows to go in there
(03:21):
and look at all the props on thewall. You know, that's a top
trainer. So, yeah, anythingunique?
Derek Moss (03:30):
Well, those anecdotes just help
tremendously. Absolutely. It'sthe little
Joseph Pellegrino (03:33):
things, it really is the little things that
gives you such a big return, itgives you a big return because
you don't realize it but peoplecare about the little Shin, they
really do. So
Derek Moss (03:48):
I guess I can give you a good example of like, this
isn't our client, but like,well, we strive to find these
little features and thenhighlight them that a lot of the
business owners don't. don'treally think about and that can
literally flip their businessupside down and in the best of
ways, so do you know the bandDef Leppard? Yes. Okay, so what
(04:12):
do you know about them? pawsomesugar? Yeah, so So you know the
song. Yes. You know anythingabout the band members? Not
Joseph Pellegrino (04:20):
really, I wasn't a huge Def Leppard. Yeah,
I mean, they're a little beforemy time. So, you know, I just,
here's the fun. Yeah.
Derek Moss (04:29):
So, so it's basically to your knowledge, Def
Leppard is a band that has agood song pour some sugar. Death
leopards drummer was in amotorcycle accident and lost his
left arm and relearn how to playthe drums with one arm probably
(04:49):
Shin has a whole mechanicalapparatus of so that he could he
really learned how to play thedrums for the and using one arm
and all these different footpedals and stuff. He's
Joseph Pellegrino (05:04):
just Christ I can't even play the guitar with
to hear. That's so amazing.
Derek Moss (05:07):
So now that you know this story of triumph, how he
really learned, how much morelikely are you to look this up
on YouTube? Yeah. And then like,I have to, I have to imagine and
then you're gonna discover moresongs of theirs. And then And
then hopefully, that wouldconvert you into a fan. So this
(05:28):
is like an extreme storyexample. But like, with that
little anecdote is is whattransitions you into, like
actually engaging andinteresting, and then maybe
attending a Def Leppard concert?
Yeah. No, it's, it's true withall those interests. Yeah. So,
so what we try to do is, takethose story anecdotes, and
(05:51):
highlight them, and leveragethat into getting customers or
ticket buyers or anything thatour clients want, right.
Joseph Pellegrino (06:03):
Yeah, I mean, um, you know, something that
something that would not onlyhelp your business, but it also
gives your business a uniqueperspective that you might not
even know you have, you know, itcould be something where, in the
middle of a shoot, you say toyourself, holy shit, why didn't
(06:23):
I? Why didn't I think that thiswould be something that people
would ask about? You know? Yeah,I could easily see something
like that happening withsomething as simple as food
photography. I mean, yeah, whowould think that that would help
build your brand? So? So can youthink of, can you think anything
else that you think would wouldhelp? You know, if someone came
(06:48):
up to you and says, Derrick,build my brand? Like, what does
that mean? What would you what?
What other, you know, segments,would you say, helps build the
brand?
Derek Moss (06:57):
Yes. So in the case, like, we were talking about our
restaurant clients earlier, likea lot of these, a lot of these
places, host events. And witheach event, there's a story to
be told, and, and content to becreated. So like, like our
client Kpop show holds Latinnights weekly, like Latin dance
(07:22):
parties. Without capturing thatwith, with video content, it's
just text, text on on a, on anInstagram post, or whatever that
just says, Latin Night ishappening. Right? That's, that's
the least amount of interesting.
But if if we can capture videocontent of people dancing and
(07:45):
having a good time, and someonewho lives down the block from
Kpop show sees that, you know,then there's, that's, that's
engaging in interest?
Joseph Pellegrino (07:56):
Yeah, absolutely. I mean, if you're
just if you're just looking atthis video, and you're saying
yourself, wow, I want to seewhat that is, like, what is
this, I want to, I want to be inthat environment. This gives you
the opportunity through video.
Because an image, you know, Ican I can take an image
anywhere, I could take a stillimage off of, you know,
Shutterstock, or something. Youknow, you could take stock
(08:17):
video, also, you can do whateveryou want. But the difference
with video is that you're nowable to engage with the
customers as well. So as you'reshooting this video, you can
walk up to one of the customersand say, Hey, what do you think
of Latin night, and now theytell their story, and you might
relate to that person's story.
(08:38):
So now, you're the customer. Igot this lady who has the exact
same story I do. And she mightsay, Yeah, I came here for
lessons because I wasn't a verygood salsa dancer. But Kay Potro
has dance lessons, and I learnedhow to salsa. And now me and my
husband's relationship is evenbetter. Because we go out we do
sauce every week, you don'tknow. And something like that
(09:00):
could be a make or break for acustomer to be like, Wow, holy
shit. Did you know that? Like,you know, half the time you
don't even know the restaurantsthat are down, like you said
that are down the block fromyou. You don't know what they
have inside. You know, someoneonce told us, you know, if the
Pope's in town, but it's not inthe newspaper and no one's going
(09:21):
to know. So what what is thepoint of having these events if
you're not going to showcasethem? You know, a lot of
businesses you know, they mightfeel a little shy, they want to
show them off? I don't know I'mthe opposite. If I'm proud of
something, I want to show itoff. I want the world to see
(09:42):
what I have to offer becauseit's different. What's
different. Why not just go toyou know, any place why not just
go to Chipotle for lunch ordinner because they don't offer
that they will offer salsadancing and Latin night. That's
a day you know, that's somethingthat makes your brand unique and
stand out. So A
Derek Moss (10:00):
lot of times we find that like, there are these
awesome things that arehappening at these places could
be events, stories that havebeen untold. And a lot of the
owners, like don't even realizethat that is something that can
really shoot their business tothe top 100%.
Joseph Pellegrino (10:20):
You know, this stuff, it's stuff literally
in their own backyard, that theysay to themselves. Wait a
second, I didn't realize thatthis can do like this has this
much potential.
Derek Moss (10:29):
Even something as simple as like a famous person
ate at this restaurant? Yep. Is,you know, it might seem like,
it's not that important to theowner or something. But like,
Joseph Pellegrino (10:42):
no, but it's cool. You know, like, like,
rayos rayos is famous for thatyou can you can reserve a seat
in there. Because yeah, youknow, people book stuff months
in advance, and then there'speople who have seats already
reserved for them for years. Imean, that's just something
known. So if you do that, foryour business, this is yet
another talk trigger, thatpeople are going to say, hey,
(11:04):
guess what, you know, JerrySpringer was over 3d. Can you
believe that? He was sittingnext to me. I mean, that's a
true story. Like, literally, wewere just over there. And I'm
sending myself that's crazy. Youknow?
Derek Moss (11:16):
All about talking points. Yeah. Yeah. That's
crazy.
Joseph Pellegrino (11:20):
So another aspect of brand building that I
think a lot of people overlook,is the thing that really makes
you a brand is everything thatyou showcase, from your website,
to the plastic cups that youmight serve to the tablecloth. I
mean, everything has to jive,you need the font. You know, if
(11:44):
I gave you a cup that had amermaid on it, or whatever
creature they put on theStarbucks cup. And I gave you
another cup that has a well onit. You're gonna sit there and
say that Starbucks the well, youmight say that's the Vineyard
Place. There's a Vineyard Vines.
But like, you see how you justknew that? Yeah, so that's a
(12:04):
brand. I mean, that's truly abrand. So you have to make sure
all of your images, you have tomake sure your Facebook profile,
and you have to make sure yourYouTube page, everything has to
match. Because the more peoplesee the same standardization in
fonts and colors, and all thisshit matters. People might
think, Oh, it doesn't reallymatter. It does. Because I know,
(12:26):
I know the font that you'regoing to use on a cup. I know
Dunkin Donuts is font, everyoneknows it. Everyone knows the
colors. It's the purple and theorange. And
Derek Moss (12:38):
what we'll find is it.
Joseph Pellegrino (12:42):
I don't know the name of it. But if I saw it,
I can tell you it's DunkinDonuts. That's like, you know,
that's like, what? AnythingHarry Potter and Lord of the
Rings. I mean, all these guys,you see these fonts, and you
just, you know exactly what thatis just by looking at it.
Derek Moss (12:56):
I think people don't realize how important it is
because it's it's like it's anintangible, like subconscious
impact. People People don'trealize the impact because it's
all subconscious. It's not theit's not metrics. You can you
can review, like, there's noyeah,
Joseph Pellegrino (13:16):
it's just something like you said, it's
like subconscious. If you're, ifyou're glancing really quick,
you might be like, oh shit, Iknow what that is. And then you
look away, you just know it. Youknow, that's like, I mean,
that's like anything, you.
That's why it's very, veryimportant. That the stuff you
may think doesn't mattermatters. Like if you take a step
back, and you have to say toyourself, What looks better,
(13:38):
what would make me want topurchase this, or what would
make me pick this cup instead ofthis cup. And that's how you
build your brand. And then youjust dissect it from there. As
long as everything matches. Asfar as color scheme. I mean,
there's half of the posts that Isee on Facebook. I mean, men on
(13:59):
Facebook, on Instagram. When youscroll, I could tell you right
off the bat, who posted it basedoff of the font and the color,
and maybe even a logo. Somepeople don't even need a logo
because the font and the coloralready tells me who it is.
Yeah. And audio branding isgoing to play a huge part in
this because audio I mean thinkof PC Richards right PC,
(14:22):
everyone knows that. So when youhear the PC Richards you know,
the jingle you know for a facton a radio commercial. That's PC
Richards. So that's going toplay a huge part. Come 2020 2021
audio branding is going to behumongous. And everyone's
(14:43):
getting into the whole vibe ofaudio. So if people can
distinguish your brand, evenwhile they're doing something
else, that's really reallypowerful. Because they know
right off the bat, I didn't haveto see anything. I didn't have
to View anything I could hearand say, oh shit, that's RJ
media's skill or, you know,that's a Starbucks skill. Who
(15:05):
knows? And who knows what, whoknows what they're going to come
out with. Starbucks could have,you know, the sound of an ocean
or whatever, if it's even amermaid, I still don't know what
it what she is, but whoever itis, is distinguishable.
Derek Moss (15:20):
I've an interesting prediction, I think is audio
becomes a norm of the amount ofcontent consumed becomes like
more people are consuming audiocontent routinely. And a few
years I think what's gonnahappen is that large, large
(15:40):
audio content creators likebusinesses like Starbucks, if
there's a Starbucks like podcastor or Alexa skill or something,
I think they're gonna starthaving like, famous actors or
actresses, or influencers betheir their voice brands, of
Joseph Pellegrino (15:59):
course. Look, look at the Lexa I downloaded to
Samuel L. Jackson. Voiceover AndI asked him the weather. And he
gives me what I expect asmartass response and I love it.
He goes, Oh, I'll check theweather for you outside. And
it's I that's what I want. Yeah,you know, people look for that.
I mean, it's, it's awesome. Andthe more people when I had AOL,
(16:22):
back in the day, we used todownload the audio, instead of
it saying you got mail, it wouldbe somebody getting on that
saying, like Austin Powers, Idownload hours, and he'd be
like, You got mail baby. And itwas funny, it made you it was
different. That's what that'swhat was unique to Austin
Powers. So if you can offerthis, if you could be your own
(16:43):
personality, people are going tohear your voice and they're
going to say, Wait a second, areyou the lady from the Alexus
skill, and they are going toknow they're going to know who
you are. And this is reallypowerful shit. This is like,
it's almost like you're like yousaid, it's almost like you're a
celebrity now. And that's what'sgoing to happen. There's going
to be influencers. There's tonsof people with a radio type
(17:05):
voice. You know, I don'tpersonally had a radio voice.
But if the guy who you know whovoices Optimus Prime came on, I
mean, I would fucking I woulddownload that in a heartbeat.
You know, because that was likeI was my childhood was
transformers. So yeah, stufflike that. And that now you're
coming into nostalgia, you know,and nostalgia is already playing
(17:29):
a huge role. I mean, look, aPokemonGo PokemonGo was huge. So
if you really want to hit themillennials and the Gen Z, you
literally can have Pikachu asyour Alexa skill voice. You
know, and it's gonna and it'sgonna tell you the weather. You
know, it's stuff like that. AndI download it because again,
(17:50):
yeah, my childhood nostalgia
Derek Moss (17:51):
marketing is the biggest thing, like, you know,
because then we're talking aboutthis earlier, outside the
podcast, but um, the remasteringthe first Tony Hawk Pro Skater
game, which was one of thebiggest video games of all time,
and like one of the biggestthings to happen to
skateboarding period, right. Andlike putting that out, and also
(18:16):
releasing the PlayStation fivegame console is just like, now
there's a reason for 25 to 35year olds to buy a game system.
They didn't even think twiceabout buying 100% Because it's
like tapping into the nostalgic.
Joseph Pellegrino (18:31):
Absolutely. I mean, I'm going to go out and
buy one because I used to playPlaystation. That was my first
you know, that was my first realmodern console. I mean,
obviously, I had Nintendo butmy, my brothers, and my sister
had Nintendo and it got handeddown to me. But like, my real
first game console modern wasPlayStation One, I was not an
(18:52):
Xbox guy back in the day. So forme, that really hits home
because I'm like, Holy shit,this is Tony Hawk. This is you
know, PlayStation five. Youknow, this is something that I
am used to this is was mychildhood again. So that's
something that hits home. And ifbrands can just think about
(19:14):
stuff like that for a minute,take a step back. And you say to
yourself, who's the market thatI'm trying to target? And how
can I get from point A to pointB and have them give a shit
about it. And that's when thatunleashes your creativity, the
bridge that gets you from A toB, and the B mark in the market
(19:35):
that you're trying to get to, ifyou could tap into that brand
through nostalgia, or anythingthat has to do with your brand.
And it doesn't have to be crazy.
It could be something like theletter, one of the letters,
right look at Chick fil A, theyjust put out a marketing
campaign for letter A. They saidwhat is the letter A mean? I
mean, how simple is that? Andthey thought of a campaign, and
(19:56):
that's their brand and you saidyou You're so holy shit, there's
a capital A in their brand. Soyou have to play on that you
guys have to, you have to playwith what you have. What are the
cards you're dealt? And you playon it? And guess what? If you
don't have cards that are dealtfor you to actually be able to
play on that, then you create abrand, you create one. Yeah,
Derek Moss (20:21):
it's important to just like analyze who your
customers are that yourdemographic and like, what, what
is their lifestyle? I wasreading a book recently, just
kind of like about musicindustry marketing, and they're
studying that Adele's fan baseis like 75% like soccer moms.
(20:42):
Wow. And like, that was veryimportant when figuring out how
to market her next release.
Yeah, absolutely. Yep. Becauseyou don't want to use elements
that are appealing to teenagersin terms of your content
creation. If, if you realizethat you're the people who
(21:03):
actually listen to your musicare our soccer moms. And maybe
you want to do something relatedto Grey's Anatomy.
Joseph Pellegrino (21:13):
You know, what, you just hit the nail on
the head. I mean, that's reallywhat it is, like,
Derek Moss (21:17):
get someone from Grey's Anatomy in the in the
music video instead of insteadof that, Charlie, girl from tick
tock.
Joseph Pellegrino (21:28):
No, but you know what, you nailed it. You
know, what was his name, Dr.
Sweetheart, or whatever the hellthey call them, the guy that was
on Grey's Anatomy. You know, youthat's what you got to do. You
have to, you got to say toyourself, Okay, you know, my mom
or my sister used to watchGrey's Anatomy, and they always
mentioned this guy, maybe weshould get him in the commercial
(21:49):
or, or in the music video, likeyou said, you got to tap into
this, because this is what brandbuilding is all about. Because
now the people watching it aregoing to say, Wow, they really
thought of that. I mean, that'sreally, that's really unique.
That's really something andit'll and you don't have to have
a fortune 500 company to dothis. You could do this with
whatever you want. I mean, noone's saying you have to go out
(22:12):
and hire, you know, an actor oran actress to do a social media
commercial. I mean, as a smallor medium sized business, that's
going to be very difficult, andvery, you know, cost cost a lot.
So, but you have to sort ofrelate it to that a little bit.
Um, you know, you just have to,you have to really be creative,
(22:33):
but now is really the time to becreative. Because nostalgia is
not really a trend. It doesn'tgo away because you could you
could play on nostalgiaanywhere. I mean, really
realistically, 30 years fromnow. I can play on nostalgia of
fortnight. I never personally, Ithink I played it once. And that
(22:56):
was it. I played it for a fewminutes because my niece asked
me to pick up the controller andshe said Uncle Joey Can you play
and after that I stopped playingbecause some kid kept building
stuff and I was trying to shoothim and I was frustrated. But we
can be meaningful duty kid
Derek Moss (23:15):
we can guarantee though that like fortnight,
merchandisers, fortnightbranding, things will come back
in 20 to 30 years literallybecause of how, how much it
shifted the culture. Yeah, it'sso like, they
Joseph Pellegrino (23:29):
make a bit when they say they hit a billion
dollars in revenue off ofdownloadable content. Because
the game went to iPhone and kidsstarted downloading packs and
shit like that. I mean, it'sjust unbelievable. I mean,
really, off of a mobile gamethat you could just keep
downloading shit.
Derek Moss (23:46):
Yeah. Yeah, as stupid as this sentence is gonna
sound to a lot of people, butit's true. Like the game
fortnight is one of the mostimportant people and is one of
the most important things inmillions of people's lives.
Absolutely.
Joseph Pellegrino (24:04):
And that's, and that's not stupid. You know?
Why? Because there's littlethings that a million million
times that people will thinkthis is so dumb, but guess what,
like you said, Guess what? Tothe 50 year old or a 40 year old
person that says that soundsdumb. Not to a kid. Your kid
loves it. They and you probablyknow they do because you see
(24:25):
their room, they might havemerchandise. You probably just
came back from Toys R Us andbought a gun from fortnight. I
mean, this stuff, it's you know,
Derek Moss (24:32):
this was Toys R Us Now that's nostalgia. Because
that's KB KB.
Joseph Pellegrino (24:39):
They used to answer the phone. Hi, this is KB
Smackdown two is now in stock.
How can I help you? And I swearto God, I was so excited that
day as a kid, I was like, Oh myGod, what did you just say?
Because that was it. We couldn'tcheck the internet. Yeah, that
should. We didn't have inventoryonline that we had to call up
and the lady would tell us ifit's in stock or not, and I had
to rush there at the time. Mymom getting Come on, we gotta go
(25:00):
rush there. So, like you said,all this stuff, all this crap,
and collectibles and toys andshit. It's stuff like that, that
you look at your brand and say,Wow, I want I want to do that I
want to be someone's nostalgia.
And it's all about what yourbrand can deliver. What can your
(25:23):
brand do different that somebodycan say you created that
nostalgia? You know, fortnightwasn't. fortnight wasn't a
brand. Someone made it a brand.
Like I would sit here and sayfortnight What the hell is that?
And somebody you know, a lot ofpeople were like, Oh, I don't
think this was the right namefor my brand. Who gives a shit?
Whatever you do for it. That'swhat makes your brand kids
(25:45):
wouldn't have cared if it wascalled, you know, pen cap.
Seriously? I mean, think aboutPogs What the hell is a pug and
I used to collect the shit outof those. I had the Pogs I had
the huge disc and I would playit for
Derek Moss (26:05):
my time.
Joseph Pellegrino (26:05):
Oh my Derek Jesus. Those little little
discs. You don't remember pugs?
Oh my god,
Derek Moss (26:10):
they pop.
Joseph Pellegrino (26:12):
Jazz? Jax? I don't think I ever put is that
the thing with the spikes?
Right? I never really. Now Iwasn't a big Jax guy.
Derek Moss (26:21):
I played I played Congress. No, no.
Joseph Pellegrino (26:24):
See, that's how I see. I don't know that.
But you know, I never playedthat. No, but like, you know
what, everyone's always worriedabout the name like, oh, I don't
know if we should do this. Idon't know, if I just shut up
and start putting out stuff. Andthat's going to be the name.
That's
Derek Moss (26:41):
the name is not as nearly important as
Joseph Pellegrino (26:45):
it's so not.
It's crazy. You know, I'm so Imean, to sort of wrap things up
on branding. We went way overour time at branding. I mean,
really, I said I wanted to makethis a nice 15 minute short
segment. But we got intonostalgia, you know. But that
goes to show you it roped usback in. It always does. So to
(27:06):
conclude with branding. Derek,if you have anything else to
add, now would be the time orforever hold your peace?
Derek Moss (27:17):
I don't think I do.
Okay.
Joseph Pellegrino (27:20):
Yeah, I mean, that's really that's Branding.
Branding is just, what do youwant to show off to your
customers? What do you want toshow off to potential clients?
How are you going to show thatoff? Okay. And what's going to
make you unique? It's verysimple. I mean, it's not a huge
process, you know, it's, youknow, you have to the medium
(27:41):
right now, there's threemediums, audio, video images,
it's very simple. And all wehave to do is put those pieces
together with your unique story.
And that's a brand people willstart to follow content. You
know, Jersey Shore is a brand,because these actors, these, you
know, they were kids at thetime, they were kids, and they
they told their each individualstory you learned about who, you
(28:04):
know, you knew who this guy,Pauly D was, or Snooki. I mean,
these guys are now brands, youknow, and they did that because
they chose video as a medium.
And they told their story on it.
And MTV. I mean, what better?
That was the best demographic.
So this is how you storytelThere's no reason why your
(28:25):
business can't do that. If youhave characters that are
similar, then, you know, showthem off through video and
people will see that and say, ohshit, I know who you are. You're
the kid from that video. And,you know, you know, you're funny
and you say stuff like that. Imean, this is brand building,
build characters build emotionin people. And that's what's
(28:45):
going to that's what you'regoing to be remembered for.
You're going to be rememberedfor what you show people through
these mediums. So that aboutwraps it up. And until next
time, guys, if you can, I willhave links, you know, for you to
to visit us fit or visit ourwebsite. Follow us on social
(29:08):
media. Yeah, that's about it. Sountil next time. If you feel
like this has brought you somevalue, please join our community
by texting podcast to516-447-5332
Hey guys, on today's podcast, we're going to
talk about branding. Whatexactly it means we're going to
break down. What is a brand?
What is it? encapsulate. And Ihave a creative assistant back
this week, Derrick.
Derek Moss (00:15):
Everyone. Glad to be back.
Joseph Pellegrino (00:18):
So I'm Derek, you deal with a lot of brands at
RG media? I want you to breakdown what, what exactly is the
purpose of each one of thesectors that we offer for our
brands? For example, you know,why do we Why do we take food
photography? What's the point?
Derek Moss (00:38):
Yes. So I think, for me, my what I what I see
branding, as is capturing whatwhat happens at your business?
And how do you want to presentyour business to your, to your
customers. So a lot of ourbusinesses that we work with are
(00:59):
restaurants. So what we helpthem with is capturing photo and
even better video content ofthem doing what they do best
making their food, serving it totheir customers. And without
that, then people that discoverthem online, they're not
(01:21):
interested, they're the oppositeof interested, if they if that
presentation isn't there forthem online, then it's just a
total missed opportunity. So wehave restaurant clients said,
just make these like, deliciouslooking pizzas and entrees and
(01:43):
and with us capturing that andthen marketing it. It's it's a,
it's blown them up.
Joseph Pellegrino (01:53):
Yeah. No, I agree. I mean, if you really
think about it, what's going to?
What's going to sell more? Is itgoing to be a text in a
newspaper that says, We havedelicious steaks? Or is it going
to be a mouth watering picturein front of my face, as I'm
scrolling on Instagram, that hasjust this delicious steak with
the right lighting, and theright you know, it's just bang,
(02:16):
it's, it's, it's reflectingright off the steak and I'm
sitting here like, holy shit, Ineed one of these. That's what's
going to sell. So in theory,with food photography, you know,
it helps to sell your brand, ithelps define what your brand is
about, you know, what makes youunique? What makes these
(02:38):
restaurants unique from thecompetition, and that's going to
be their food, you know, someonemight like your food better
here. And that delicious steaknow has a background story. You
know, someone might say, wait asecond. Why is that steak cut
like that. And it could be aunique story. Like, you know,
(02:58):
the first night of therestaurant, the owner cut the
steak that way by accident. Andever since that we kept it like
that. That's a story. That'ssomething that's unique. That's
something that, you know, thatmight make me go tell my friend,
because it's just a stupid factabout the restaurant. Yeah, all
that stuff helps you to buildyour brand. I mean, look at look
at Hard Rock Cafe. I mean,everyone knows to go in there
(03:21):
and look at all the props on thewall. You know, that's a top
trainer. So, yeah, anythingunique?
Derek Moss (03:30):
Well, those anecdotes just help
tremendously. Absolutely. It'sthe little
Joseph Pellegrino (03:33):
things, it really is the little things that
gives you such a big return, itgives you a big return because
you don't realize it but peoplecare about the little Shin, they
really do. So
Derek Moss (03:48):
I guess I can give you a good example of like, this
isn't our client, but like,well, we strive to find these
little features and thenhighlight them that a lot of the
business owners don't. don'treally think about and that can
literally flip their businessupside down and in the best of
ways, so do you know the bandDef Leppard? Yes. Okay, so what
(04:12):
do you know about them? pawsomesugar? Yeah, so So you know the
song. Yes. You know anythingabout the band members? Not
Joseph Pellegrino (04:20):
really, I wasn't a huge Def Leppard. Yeah,
I mean, they're a little beforemy time. So, you know, I just,
here's the fun. Yeah.
Derek Moss (04:29):
So, so it's basically to your knowledge, Def
Leppard is a band that has agood song pour some sugar. Death
leopards drummer was in amotorcycle accident and lost his
left arm and relearn how to playthe drums with one arm probably
(04:49):
Shin has a whole mechanicalapparatus of so that he could he
really learned how to play thedrums for the and using one arm
and all these different footpedals and stuff. He's
Joseph Pellegrino (05:04):
just Christ I can't even play the guitar with
to hear. That's so amazing.
Derek Moss (05:07):
So now that you know this story of triumph, how he
really learned, how much morelikely are you to look this up
on YouTube? Yeah. And then like,I have to, I have to imagine and
then you're gonna discover moresongs of theirs. And then And
then hopefully, that wouldconvert you into a fan. So this
(05:28):
is like an extreme storyexample. But like, with that
little anecdote is is whattransitions you into, like
actually engaging andinteresting, and then maybe
attending a Def Leppard concert?
Yeah. No, it's, it's true withall those interests. Yeah. So,
so what we try to do is, takethose story anecdotes, and
(05:51):
highlight them, and leveragethat into getting customers or
ticket buyers or anything thatour clients want, right.
Joseph Pellegrino (06:03):
Yeah, I mean, um, you know, something that
something that would not onlyhelp your business, but it also
gives your business a uniqueperspective that you might not
even know you have, you know, itcould be something where, in the
middle of a shoot, you say toyourself, holy shit, why didn't
(06:23):
I? Why didn't I think that thiswould be something that people
would ask about? You know? Yeah,I could easily see something
like that happening withsomething as simple as food
photography. I mean, yeah, whowould think that that would help
build your brand? So? So can youthink of, can you think anything
else that you think would wouldhelp? You know, if someone came
(06:48):
up to you and says, Derrick,build my brand? Like, what does
that mean? What would you what?
What other, you know, segments,would you say, helps build the
brand?
Derek Moss (06:57):
Yes. So in the case, like, we were talking about our
restaurant clients earlier, likea lot of these, a lot of these
places, host events. And witheach event, there's a story to
be told, and, and content to becreated. So like, like our
client Kpop show holds Latinnights weekly, like Latin dance
(07:22):
parties. Without capturing thatwith, with video content, it's
just text, text on on a, on anInstagram post, or whatever that
just says, Latin Night ishappening. Right? That's, that's
the least amount of interesting.
But if if we can capture videocontent of people dancing and
(07:45):
having a good time, and someonewho lives down the block from
Kpop show sees that, you know,then there's, that's, that's
engaging in interest?
Joseph Pellegrino (07:56):
Yeah, absolutely. I mean, if you're
just if you're just looking atthis video, and you're saying
yourself, wow, I want to seewhat that is, like, what is
this, I want to, I want to be inthat environment. This gives you
the opportunity through video.
Because an image, you know, Ican I can take an image
anywhere, I could take a stillimage off of, you know,
Shutterstock, or something. Youknow, you could take stock
(08:17):
video, also, you can do whateveryou want. But the difference
with video is that you're nowable to engage with the
customers as well. So as you'reshooting this video, you can
walk up to one of the customersand say, Hey, what do you think
of Latin night, and now theytell their story, and you might
relate to that person's story.
(08:38):
So now, you're the customer. Igot this lady who has the exact
same story I do. And she mightsay, Yeah, I came here for
lessons because I wasn't a verygood salsa dancer. But Kay Potro
has dance lessons, and I learnedhow to salsa. And now me and my
husband's relationship is evenbetter. Because we go out we do
sauce every week, you don'tknow. And something like that
(09:00):
could be a make or break for acustomer to be like, Wow, holy
shit. Did you know that? Like,you know, half the time you
don't even know the restaurantsthat are down, like you said
that are down the block fromyou. You don't know what they
have inside. You know, someoneonce told us, you know, if the
Pope's in town, but it's not inthe newspaper and no one's going
(09:21):
to know. So what what is thepoint of having these events if
you're not going to showcasethem? You know, a lot of
businesses you know, they mightfeel a little shy, they want to
show them off? I don't know I'mthe opposite. If I'm proud of
something, I want to show itoff. I want the world to see
(09:42):
what I have to offer becauseit's different. What's
different. Why not just go toyou know, any place why not just
go to Chipotle for lunch ordinner because they don't offer
that they will offer salsadancing and Latin night. That's
a day you know, that's somethingthat makes your brand unique and
stand out. So A
Derek Moss (10:00):
lot of times we find that like, there are these
awesome things that arehappening at these places could
be events, stories that havebeen untold. And a lot of the
owners, like don't even realizethat that is something that can
really shoot their business tothe top 100%.
Joseph Pellegrino (10:20):
You know, this stuff, it's stuff literally
in their own backyard, that theysay to themselves. Wait a
second, I didn't realize thatthis can do like this has this
much potential.
Derek Moss (10:29):
Even something as simple as like a famous person
ate at this restaurant? Yep. Is,you know, it might seem like,
it's not that important to theowner or something. But like,
Joseph Pellegrino (10:42):
no, but it's cool. You know, like, like,
rayos rayos is famous for thatyou can you can reserve a seat
in there. Because yeah, youknow, people book stuff months
in advance, and then there'speople who have seats already
reserved for them for years. Imean, that's just something
known. So if you do that, foryour business, this is yet
another talk trigger, thatpeople are going to say, hey,
(11:04):
guess what, you know, JerrySpringer was over 3d. Can you
believe that? He was sittingnext to me. I mean, that's a
true story. Like, literally, wewere just over there. And I'm
sending myself that's crazy. Youknow?
Derek Moss (11:16):
All about talking points. Yeah. Yeah. That's
crazy.
Joseph Pellegrino (11:20):
So another aspect of brand building that I
think a lot of people overlook,is the thing that really makes
you a brand is everything thatyou showcase, from your website,
to the plastic cups that youmight serve to the tablecloth. I
mean, everything has to jive,you need the font. You know, if
(11:44):
I gave you a cup that had amermaid on it, or whatever
creature they put on theStarbucks cup. And I gave you
another cup that has a well onit. You're gonna sit there and
say that Starbucks the well, youmight say that's the Vineyard
Place. There's a Vineyard Vines.
But like, you see how you justknew that? Yeah, so that's a
(12:04):
brand. I mean, that's truly abrand. So you have to make sure
all of your images, you have tomake sure your Facebook profile,
and you have to make sure yourYouTube page, everything has to
match. Because the more peoplesee the same standardization in
fonts and colors, and all thisshit matters. People might
think, Oh, it doesn't reallymatter. It does. Because I know,
(12:26):
I know the font that you'regoing to use on a cup. I know
Dunkin Donuts is font, everyoneknows it. Everyone knows the
colors. It's the purple and theorange. And
Derek Moss (12:38):
what we'll find is it.
Joseph Pellegrino (12:42):
I don't know the name of it. But if I saw it,
I can tell you it's DunkinDonuts. That's like, you know,
that's like, what? AnythingHarry Potter and Lord of the
Rings. I mean, all these guys,you see these fonts, and you
just, you know exactly what thatis just by looking at it.
Derek Moss (12:56):
I think people don't realize how important it is
because it's it's like it's anintangible, like subconscious
impact. People People don'trealize the impact because it's
all subconscious. It's not theit's not metrics. You can you
can review, like, there's noyeah,
Joseph Pellegrino (13:16):
it's just something like you said, it's
like subconscious. If you're, ifyou're glancing really quick,
you might be like, oh shit, Iknow what that is. And then you
look away, you just know it. Youknow, that's like, I mean,
that's like anything, you.
That's why it's very, veryimportant. That the stuff you
may think doesn't mattermatters. Like if you take a step
back, and you have to say toyourself, What looks better,
(13:38):
what would make me want topurchase this, or what would
make me pick this cup instead ofthis cup. And that's how you
build your brand. And then youjust dissect it from there. As
long as everything matches. Asfar as color scheme. I mean,
there's half of the posts that Isee on Facebook. I mean, men on
(13:59):
Facebook, on Instagram. When youscroll, I could tell you right
off the bat, who posted it basedoff of the font and the color,
and maybe even a logo. Somepeople don't even need a logo
because the font and the coloralready tells me who it is.
Yeah. And audio branding isgoing to play a huge part in
this because audio I mean thinkof PC Richards right PC,
(14:22):
everyone knows that. So when youhear the PC Richards you know,
the jingle you know for a facton a radio commercial. That's PC
Richards. So that's going toplay a huge part. Come 2020 2021
audio branding is going to behumongous. And everyone's
(14:43):
getting into the whole vibe ofaudio. So if people can
distinguish your brand, evenwhile they're doing something
else, that's really reallypowerful. Because they know
right off the bat, I didn't haveto see anything. I didn't have
to View anything I could hearand say, oh shit, that's RJ
media's skill or, you know,that's a Starbucks skill. Who
(15:05):
knows? And who knows what, whoknows what they're going to come
out with. Starbucks could have,you know, the sound of an ocean
or whatever, if it's even amermaid, I still don't know what
it what she is, but whoever itis, is distinguishable.
Derek Moss (15:20):
I've an interesting prediction, I think is audio
becomes a norm of the amount ofcontent consumed becomes like
more people are consuming audiocontent routinely. And a few
years I think what's gonnahappen is that large, large
(15:40):
audio content creators likebusinesses like Starbucks, if
there's a Starbucks like podcastor or Alexa skill or something,
I think they're gonna starthaving like, famous actors or
actresses, or influencers betheir their voice brands, of
Joseph Pellegrino (15:59):
course. Look, look at the Lexa I downloaded to
Samuel L. Jackson. Voiceover AndI asked him the weather. And he
gives me what I expect asmartass response and I love it.
He goes, Oh, I'll check theweather for you outside. And
it's I that's what I want. Yeah,you know, people look for that.
I mean, it's, it's awesome. Andthe more people when I had AOL,
(16:22):
back in the day, we used todownload the audio, instead of
it saying you got mail, it wouldbe somebody getting on that
saying, like Austin Powers, Idownload hours, and he'd be
like, You got mail baby. And itwas funny, it made you it was
different. That's what that'swhat was unique to Austin
Powers. So if you can offerthis, if you could be your own
(16:43):
personality, people are going tohear your voice and they're
going to say, Wait a second, areyou the lady from the Alexus
skill, and they are going toknow they're going to know who
you are. And this is reallypowerful shit. This is like,
it's almost like you're like yousaid, it's almost like you're a
celebrity now. And that's what'sgoing to happen. There's going
to be influencers. There's tonsof people with a radio type
(17:05):
voice. You know, I don'tpersonally had a radio voice.
But if the guy who you know whovoices Optimus Prime came on, I
mean, I would fucking I woulddownload that in a heartbeat.
You know, because that was likeI was my childhood was
transformers. So yeah, stufflike that. And that now you're
coming into nostalgia, you know,and nostalgia is already playing
(17:29):
a huge role. I mean, look, aPokemonGo PokemonGo was huge. So
if you really want to hit themillennials and the Gen Z, you
literally can have Pikachu asyour Alexa skill voice. You
know, and it's gonna and it'sgonna tell you the weather. You
know, it's stuff like that. AndI download it because again,
(17:50):
yeah, my childhood nostalgia
Derek Moss (17:51):
marketing is the biggest thing, like, you know,
because then we're talking aboutthis earlier, outside the
podcast, but um, the remasteringthe first Tony Hawk Pro Skater
game, which was one of thebiggest video games of all time,
and like one of the biggestthings to happen to
skateboarding period, right. Andlike putting that out, and also
(18:16):
releasing the PlayStation fivegame console is just like, now
there's a reason for 25 to 35year olds to buy a game system.
They didn't even think twiceabout buying 100% Because it's
like tapping into the nostalgic.
Joseph Pellegrino (18:31):
Absolutely. I mean, I'm going to go out and
buy one because I used to playPlaystation. That was my first
you know, that was my first realmodern console. I mean,
obviously, I had Nintendo butmy, my brothers, and my sister
had Nintendo and it got handeddown to me. But like, my real
first game console modern wasPlayStation One, I was not an
(18:52):
Xbox guy back in the day. So forme, that really hits home
because I'm like, Holy shit,this is Tony Hawk. This is you
know, PlayStation five. Youknow, this is something that I
am used to this is was mychildhood again. So that's
something that hits home. And ifbrands can just think about
(19:14):
stuff like that for a minute,take a step back. And you say to
yourself, who's the market thatI'm trying to target? And how
can I get from point A to pointB and have them give a shit
about it. And that's when thatunleashes your creativity, the
bridge that gets you from A toB, and the B mark in the market
(19:35):
that you're trying to get to, ifyou could tap into that brand
through nostalgia, or anythingthat has to do with your brand.
And it doesn't have to be crazy.
It could be something like theletter, one of the letters,
right look at Chick fil A, theyjust put out a marketing
campaign for letter A. They saidwhat is the letter A mean? I
mean, how simple is that? Andthey thought of a campaign, and
(19:56):
that's their brand and you saidyou You're so holy shit, there's
a capital A in their brand. Soyou have to play on that you
guys have to, you have to playwith what you have. What are the
cards you're dealt? And you playon it? And guess what? If you
don't have cards that are dealtfor you to actually be able to
play on that, then you create abrand, you create one. Yeah,
Derek Moss (20:21):
it's important to just like analyze who your
customers are that yourdemographic and like, what, what
is their lifestyle? I wasreading a book recently, just
kind of like about musicindustry marketing, and they're
studying that Adele's fan baseis like 75% like soccer moms.
(20:42):
Wow. And like, that was veryimportant when figuring out how
to market her next release.
Yeah, absolutely. Yep. Becauseyou don't want to use elements
that are appealing to teenagersin terms of your content
creation. If, if you realizethat you're the people who
(21:03):
actually listen to your musicare our soccer moms. And maybe
you want to do something relatedto Grey's Anatomy.
Joseph Pellegrino (21:13):
You know, what, you just hit the nail on
the head. I mean, that's reallywhat it is, like,
Derek Moss (21:17):
get someone from Grey's Anatomy in the in the
music video instead of insteadof that, Charlie, girl from tick
tock.
Joseph Pellegrino (21:28):
No, but you know what, you nailed it. You
know, what was his name, Dr.
Sweetheart, or whatever the hellthey call them, the guy that was
on Grey's Anatomy. You know, youthat's what you got to do. You
have to, you got to say toyourself, Okay, you know, my mom
or my sister used to watchGrey's Anatomy, and they always
mentioned this guy, maybe weshould get him in the commercial
(21:49):
or, or in the music video, likeyou said, you got to tap into
this, because this is what brandbuilding is all about. Because
now the people watching it aregoing to say, Wow, they really
thought of that. I mean, that'sreally, that's really unique.
That's really something andit'll and you don't have to have
a fortune 500 company to dothis. You could do this with
whatever you want. I mean, noone's saying you have to go out
(22:12):
and hire, you know, an actor oran actress to do a social media
commercial. I mean, as a smallor medium sized business, that's
going to be very difficult, andvery, you know, cost cost a lot.
So, but you have to sort ofrelate it to that a little bit.
Um, you know, you just have to,you have to really be creative,
(22:33):
but now is really the time to becreative. Because nostalgia is
not really a trend. It doesn'tgo away because you could you
could play on nostalgiaanywhere. I mean, really
realistically, 30 years fromnow. I can play on nostalgia of
fortnight. I never personally, Ithink I played it once. And that
(22:56):
was it. I played it for a fewminutes because my niece asked
me to pick up the controller andshe said Uncle Joey Can you play
and after that I stopped playingbecause some kid kept building
stuff and I was trying to shoothim and I was frustrated. But we
can be meaningful duty kid
Derek Moss (23:15):
we can guarantee though that like fortnight,
merchandisers, fortnightbranding, things will come back
in 20 to 30 years literallybecause of how, how much it
shifted the culture. Yeah, it'sso like, they
Joseph Pellegrino (23:29):
make a bit when they say they hit a billion
dollars in revenue off ofdownloadable content. Because
the game went to iPhone and kidsstarted downloading packs and
shit like that. I mean, it'sjust unbelievable. I mean,
really, off of a mobile gamethat you could just keep
downloading shit.
Derek Moss (23:46):
Yeah. Yeah, as stupid as this sentence is gonna
sound to a lot of people, butit's true. Like the game
fortnight is one of the mostimportant people and is one of
the most important things inmillions of people's lives.
Absolutely.
Joseph Pellegrino (24:04):
And that's, and that's not stupid. You know?
Why? Because there's littlethings that a million million
times that people will thinkthis is so dumb, but guess what,
like you said, Guess what? Tothe 50 year old or a 40 year old
person that says that soundsdumb. Not to a kid. Your kid
loves it. They and you probablyknow they do because you see
(24:25):
their room, they might havemerchandise. You probably just
came back from Toys R Us andbought a gun from fortnight. I
mean, this stuff, it's you know,
Derek Moss (24:32):
this was Toys R Us Now that's nostalgia. Because
that's KB KB.
Joseph Pellegrino (24:39):
They used to answer the phone. Hi, this is KB
Smackdown two is now in stock.
How can I help you? And I swearto God, I was so excited that
day as a kid, I was like, Oh myGod, what did you just say?
Because that was it. We couldn'tcheck the internet. Yeah, that
should. We didn't have inventoryonline that we had to call up
and the lady would tell us ifit's in stock or not, and I had
to rush there at the time. Mymom getting Come on, we gotta go
(25:00):
rush there. So, like you said,all this stuff, all this crap,
and collectibles and toys andshit. It's stuff like that, that
you look at your brand and say,Wow, I want I want to do that I
want to be someone's nostalgia.
And it's all about what yourbrand can deliver. What can your
(25:23):
brand do different that somebodycan say you created that
nostalgia? You know, fortnightwasn't. fortnight wasn't a
brand. Someone made it a brand.
Like I would sit here and sayfortnight What the hell is that?
And somebody you know, a lot ofpeople were like, Oh, I don't
think this was the right namefor my brand. Who gives a shit?
Whatever you do for it. That'swhat makes your brand kids
(25:45):
wouldn't have cared if it wascalled, you know, pen cap.
Seriously? I mean, think aboutPogs What the hell is a pug and
I used to collect the shit outof those. I had the Pogs I had
the huge disc and I would playit for
Derek Moss (26:05):
my time.
Joseph Pellegrino (26:05):
Oh my Derek Jesus. Those little little
discs. You don't remember pugs?
Oh my god,
Derek Moss (26:10):
they pop.
Joseph Pellegrino (26:12):
Jazz? Jax? I don't think I ever put is that
the thing with the spikes?
Right? I never really. Now Iwasn't a big Jax guy.
Derek Moss (26:21):
I played I played Congress. No, no.
Joseph Pellegrino (26:24):
See, that's how I see. I don't know that.
But you know, I never playedthat. No, but like, you know
what, everyone's always worriedabout the name like, oh, I don't
know if we should do this. Idon't know, if I just shut up
and start putting out stuff. Andthat's going to be the name.
That's
Derek Moss (26:41):
the name is not as nearly important as
Joseph Pellegrino (26:45):
it's so not.
It's crazy. You know, I'm so Imean, to sort of wrap things up
on branding. We went way overour time at branding. I mean,
really, I said I wanted to makethis a nice 15 minute short
segment. But we got intonostalgia, you know. But that
goes to show you it roped usback in. It always does. So to
(27:06):
conclude with branding. Derek,if you have anything else to
add, now would be the time orforever hold your peace?
Derek Moss (27:17):
I don't think I do.
Okay.
Joseph Pellegrino (27:20):
Yeah, I mean, that's really that's Branding.
Branding is just, what do youwant to show off to your
customers? What do you want toshow off to potential clients?
How are you going to show thatoff? Okay. And what's going to
make you unique? It's verysimple. I mean, it's not a huge
process, you know, it's, youknow, you have to the medium
(27:41):
right now, there's threemediums, audio, video images,
it's very simple. And all wehave to do is put those pieces
together with your unique story.
And that's a brand people willstart to follow content. You
know, Jersey Shore is a brand,because these actors, these, you
know, they were kids at thetime, they were kids, and they
they told their each individualstory you learned about who, you
(28:04):
know, you knew who this guy,Pauly D was, or Snooki. I mean,
these guys are now brands, youknow, and they did that because
they chose video as a medium.
And they told their story on it.
And MTV. I mean, what better?
That was the best demographic.
So this is how you storytelThere's no reason why your
(28:25):
business can't do that. If youhave characters that are
similar, then, you know, showthem off through video and
people will see that and say, ohshit, I know who you are. You're
the kid from that video. And,you know, you know, you're funny
and you say stuff like that. Imean, this is brand building,
build characters build emotionin people. And that's what's
(28:45):
going to that's what you'regoing to be remembered for.
You're going to be rememberedfor what you show people through
these mediums. So that aboutwraps it up. And until next
time, guys, if you can, I willhave links, you know, for you to
to visit us fit or visit ourwebsite. Follow us on social
(29:08):
media. Yeah, that's about it. Sountil next time. If you feel
like this has brought you somevalue, please join our community
by texting podcast to516-447-5332
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