Laura Hutfless operates at the intersection of brands and culture makers. She works with founders with passion and brands with a purpose, helping them use ad dollars to drive change, understand where their consumers are, and leverage those spaces to change perceptions and earn trust.
In this episode, Laura and I discuss the difference between creating culture versus chasing culture, integrating versus interrupting, the importance of having a two-way exchange with consumers, and why marketers need to lean into Web3.
In this episode, you’ll learn:
- How consumers and pop culture need to guide marketing plans
- Why clients come to FlyteVu
- The importance of building community, not just follower counts
Key Highlights
- [01:40] Becoming a new mom
- [04:10] Laura’s path to founding FlyteVu
- [06:30] Why brands need to connect to consumers through pop culture
- [08:00] Starting with the headline you want to create and work out from there
- [09:00] Examples of what Flyvu clients are looking for
- [12:00] What brands should be focused on regarding culture
- [15:00] Power of having partners who are aligned with brands values
- [16:30] How marketing leaders should approach marketing
- [17:20] Why FlyteVu is moving into web3
- [18:30] Web3 educational workshop series
- [20:50] What is Fv Incubator
- [24:25] Underlying purpose to why Laura launched FlyteVu
- [27:45] The power of the FlyteVu Fund
- [30:00] Do you need a big budget to make a big impact?
- [32:20] A story speaking to the power of imaginative deals
- [33:55] How a sudden loss impacted Laura’s worldview
- [38:00] Laura advice to her younger self
- [39:20] Brands Laura thinks people need to take notice of
- [41:30] How being encumbered by the process is a threat to marketers
Resources Mentioned:
- Laura Hutfless
- FlyteVu
- Cracker Barrel was the first brand to win a Grammy with Dolly Parton
- Bumble and music festivals with 50-50 representation
- FlyteVu Web3 (Web3 Educational Series)
- Starbucks Loyalty and Web3 example
- The FlyteVu Fund
- CLEAN Cause and Macklemore
- Kitty and Vibe (startup in the FlyteVu incubator)
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies but is an entrepreneur at his core, having founded or served as an executive for nine companies.