Ari’s Blog

I write an essay twice a week. My writing is primarily focused on helping brands earn attention without paying for it.

Brand Building Ari Lewis Brand Building Ari Lewis

Four Marketing Lessons From the Former CMO of ESPN

Carol believes that many marketing professionals are overly focused on launching. For example, a company would choose a launch date and then begin speaking to users. This is the wrong approach. The product and communication efforts need to go hand and hand. Companies should look at product development as an iterative process.

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Brand Building Ari Lewis Brand Building Ari Lewis

How a Bad Steak Led to a $4B Organization

In 1975, Harold Etling went to eat a steak. Harold, a lifelong rancher, left the meal disappointed. His steak didn't meet his expectations. Harold decided to do something about it. He approached the American Angus Association. In January 1978 in West Salem, Ohio, the brand Certified Angus Beef (CAB) launched.

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Brand Building Ari Lewis Brand Building Ari Lewis

4 Things I Learned About Marketing in FinTech

Most of the brand strategy relies on social. Many customers go to social when they are complaining about their experiences. If you have empathy on social, show that you have emotion and aren't responding like a robot that will yield positive results. Ultimately, your company is in the people business.

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Brand Building Ari Lewis Brand Building Ari Lewis

How to Deal With a Crisis

The truth is one of the few weapons you have in a crisis. The moment you lie, you lose all credibility. Who would trust a company that lies during a crisis? I wouldn't. It's important to rip off the bandaid and share as much pertinent information about the crisis as quickly as possible.

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