Issue No. 28: Amplified Marketing, Views, and Tomorrow’s first live chat



This curated letter was designed to help folks like yourself stay on top of the micro shifts that can occur between unrelated industries and platforms. In a recent issue, I covered the growth of the emoji for amplified marketing. Above, you can see how Beyonce’s album title – Lemonade coupled with the 🍋 took word-of-mouth marketing to a different level. The lemon emoji was used on Instagram, Twitter, and Snapchat. Overnight, it was ubiquitous. Beyonce’s marketing efforts generated heat for the following platforms: Tidal Hi-fi and iTunesHBO Now peaked in the top 10 of the app store sales, as well.

Emoji, the new hashtag. Meme, the new billboard.


This week’s example of amplified marketing will explore even more facets of these data-driven branding concepts. Rapper / Artist Aubrey “Drake” Graham is a savvy marketer. His latest album cover for tomorrow’s Views From The 6 was what we will call “meme sauce.” The viral spread of his album cover was inevitable. It’s been meme’d over 30,000 times on Twitter, achieving and estimated 14,000,000 impressions since Monday. It’s been taken one step farther by a Silicon Valley engineer who has .gif’d the meme for a project called “Drop Drake”.

Great brand marketing occurs in concentric circles, these moments expand the reach of a product well beyond its initial station. As such, Drake felt that this album launch was time to launch his first eCommerce site today – October’s Very Own on Shopify Plus. We are watching the relationships between media, platform, and eCommerce meet more often.

See the rest of the issue here.

Issue No. 26: Hot Chicken, Jumpman, iOT, Postmates, Snapchat eCommerce



five forces analysis of the ‘hot chicken’ industry will reveal movement in each direction. The pool of customers has grown tremendously since 2013. KFC now features a hot chicken knockoff in many of its southern and midwestern markets. There have been an influx of competitors and shifting cost / supply restraints. The Nashville-born culinary craze has taken on a life of its own.

Joe Deloss is more responsible for the craze’s international growth than you’d think. Sure, his business is in the (reported) seven figure range and that, alone, is an achievement. But I’d argue that his successful business did as much to attract new hot chicken entrepreneurs than the city of Nashville, itself. His Hot Chicken Takeover did exactly that. It bent the demand curve by 378.8 miles.

Columbus, Ohio is hot chicken’s second largest market – internationally. In the city’s premier business news, it was reported by Dan Eaton that a competing hot chicken franchise was launching just to further commoditize and franchise the product. Opportunism and timing is a reality of business but so is altruism.

Businesses that offer a second chance to the un-hireable deserve our attention and our dollars. Joe Deloss’s business does just that. Consumerism is a form of democracy. And it is important to support the small businesses that are built on principle. The ones that exceed the typical path of ‘start, grow, IPO.’

Hot Chicken Takeover was founded in the Fall of 2013. Columbus, Ohio (once known as America’s test market) was nowhere on the trend chart before Deloss sold his first plate.

See more of the issue here.