Being a Brand Editor with Gaggle’s Rob Yoegel

rob yoegel

“There’s no one size fits all in marketing today. It’s like football, though. Everyone is trying to move the ball down the field.” In a career that has taken him from commercial publishing to financial services B2B and now educational technology, Rob Yoegel has navigated many different customer profiles across many industries. This week on the On Brand podcast, Gaggle’s VP of Marketing shares why we should all think of ourselves as brand editors.

Enjoy This Episode Now

About Rob Yoegel

Rob Yoegel is a marketing leader, Internet pro, content strategist, corporate storyteller, and brand editor. He’s Vice President of Marketing at Gaggle, where he leads all marketing initiatives for the K-12-focused learning management system and its subsidiary, Authority, promoting a consistent brand message, engagement, sales, customer retention and positive customer behavior.

A creative visionary, content strategist, skilled writer, digital publishing professional, effective communicator, and marketer who embraces and enjoys new technology, Rob developed an award-winning content marketing program, and spent more than a decade building successful content, sales and marketing initiatives for a business-to-business and consumer enthusiast publishing company.

Episode Highlights

We spend too much time worrying about B2B vs. B2C. “We’re all humans. We all have the same emotional drivers.” Rob advises marketers to cast aside their industry stereotypes and focus on the common denominators that unite and motivate customers.

Did digital kill brand advertising? “Branding is just as important today. It just looks different. You have to be open to ideas from everyone, everywhere.”

Nothing can replace thinking like the customer. “My decisions are based on a theory of thirds. It’s about one-third my gut, one third other people in my organization, and one third the customer.” You have to learn more about your customers. Rob does this by working closely with sales and customer service at Gaggle.

The integration between online and offline brand touch points. In serving educators, trade shows and events are a big part of Rob’s marketing as well. These in-person brand touch points provide opportunities to show Gaggle’s fun personality, which can be harder online.

What brand has made Rob smile? “I love the B2B brands who do such a great job with branding that you might not know exactly what they do. Like SAP.” As we discussed, this branding prowess can be double-edged sword.

To learn more about Rob you can follow him on Twitter and check out his blog.

As We Wrap …

Before we go, I want to flip the microphone around to our listeners …
Recently the JH Watson Society gave us a shout on Twitter about our recent episode focused on the Sherlock Holmes brand featuring Scott Monty. Thanks for listening!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

Last but not least …

  • Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS.
  • Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
  • OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
  • And don’t forget that this podcast is brought to you by our Brand Driven Digital events series, learn more about the industry leading Social Brand Forum and our other trainings and workshops now.
  • Save $100 by using promo code ONBRAND when you register for the Social Brand Forum.

Until next week, I’ll see you on the Internet!