Tom Johnstone is the CMO of Ember, an innovation company that uses disruptive technology that changes the way people eat and drink. Tom says a big part of marketing is, “Understanding what our products can do and what people are willing to do now and bridging that gap.” He also talks about how he not only shapes the vision for the brand externally but also internally. Tom says in marketing, “there is no rule book.”
How to Market an Innovative Product
There is no rulebook when you bring a new product to the market.
Business Rockstars (BR) is currently the largest producer of live, daily, audio and video content targeted to entrepreneurs. Wantrepreneurs and Entrepreneurs learn to make good decisions early, when to pivot, how to build the right team, and how and when to raise capital. BR provides efficient resources through a variety of mediums: a 2 hour live radio and streaming video program, podcasts, blogs, social media, and soon a new mobile app. These are all mediums that capitalize on strong trends such as exploding mobile app usage (growing at 115% in 2013 alone) accelerated video viewing over text (over 200%/year in the last three years). What CNBC is to the day trader, Business Rockstars will be to the entrepreneur. Similar to how VICE Media built its footprint, BR is building a 24/7 content channel with a range of programming, content, and products that are focused on a large unmet need in the market: tools and training for entrepreneurship. BR has a powerful advantage with its uniquely talented management team, and investors, and advisors who are all laser focused on building Business Rockstars into the leading content platform for Entrepreneurs across Mobile, Social and Broadcast.