Just here for the š„ Hot Takes | š Trotter | ā” Brand & Product Marketer: @Google AI āØ | Past: @Instagram @Amazon @Nike @Airbnb | https://xitter.cf/t.co/8SE9xSX9HJ
Los Angeles, CA
Joined October 2011
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Why do I work in Strategy?
Because it's intoxicating.
In what other field do you get study people for a living, help make things, help shape culture, and most importantly constantly unearth insights that change the way you view people, categories, culture, and yourself?
Live shot of @michaelmiraflor and I chatting about ads in the back of @on_strategy showcase.
I think one of the bigger tells in AI content right now, is picture perfect golden-hour lighting in every shot.
Just because you can doesnāt mean you should.
Snap now has the perfect talent, the question now is are they truly ready to start swinging and go on offense with their marketing?
Their Tech is farther ahead. Letās see how they can communicate it.
Robert Downey JR is officially the Chief Customer Experience Officer at @specs well done @Snap @evanspiegel
Crazy hair day is tomorrow. So is your 9 a.m. pitch.
Skip the work-life whack-a-mole and get every calendar under control with @Google AI Pro.āØ
Had a blast making this one with an all-star crew!
Jeremy Schumann retweeted
Have you ever come back from vacation to a messy inbox, tons of unread emails, multiple meeting requests, several new TODOs, and have not been sure where to even start? š
With @Google AI Pro, you can now unlock a 24/7 personal AI agent in @GeminiApp to handle the tedious chores and heavy lifting for you. š Delegate the routine tasks so you can protect your time and focus more on what you love.
Learn more here and let me know what you think! one.google.com/about/google-ā¦
Skip the post-vacation inbox panic. āØ
We are drowning in the work around the work.
The mind-numbing tasks that feel like digital quicksand.
That was the insight behind launching our new agentic features within Gemini: shifting AI that answers, to AI that acts on your behalf.
Jeremy Schumann retweeted
This is incredibly, incredibly true.
Hiring out of agencies is best.
Lots and lots of brand people donāt do real work.
They just hire and manage the agency.
Iāve seen this first hand with a dozen large companies.
The bigger the company, the worse it is.
That cool brand director from Nike?
Their job is meetings and briefs.
They havenāt held a camera in 6 years.
They havenāt opened photoshop in 3.
And you expect them to come make an impact at your 20m a year dtc brand?
They donāt even know how to log into ads manager, let alone what makes a good ad.
The best talent is locked up in agencies.
Thatās where the best practices are practiced
Are you a traditionally trained animator, who lives for redefining what's possible week-over-week with the latest innovation in AI Tools?
I'm #hiring at Google LA #Animation #AI #AIVideos
google.com/about/careers/appā¦
Many people want to experience the power of AI, in the context of their lives but are often intimidated by how overly technical it can be.
I strongly believe Google will be the "easy-button" to unlocking the power of AI in the context of your life.
The idea of an AI personal assistant might seem far-fetched, but Google now makes it more accessible for non-nerds, writes Christopher @Mims, who let Personal Intelligence access his whole life. on.wsj.com/3UsU3AA
In Gen AI where product differentiation can be replicated in days...
The only real moats left are Brand and Distribution.
My hottest take is that brand marketing is going to be THE major differentiator and one of the most prized assets for a company going forward.
And, Iām not talking about launch videos or pouring money primarily for āaestheticsā simply to pump the valuation. You still need retention before attention.
Iām talking about thinking through what a company stands for and understanding the āvibeā of whatās happening in the market. Being relentless on the long term goal while also thinking through how to showcase the company in the short term. And doing it every week.
Especially if you think agents become the primary user for most products, then to get the attention of a rapidly attention deficit audience (aka humans) youāll need to stand out consistently in how you present the company.
These folks primary have been given tier 2 roles and passed up for CMOs many many times. I think this will finally invert in the next 10 years where youāll hire these folks as cofounders or at least give them a big seat at the table.
Normally the design centric CEO tends to be this, but those are rare and youāll need to learn how to hire for this role. Just like a good product marketer, these are exceptionally rare so you have one hold them close!!
Jeremy Schumann retweeted
I actually really agree with this take but itās just funny to see Tech discovering brand marketing over and over again like it was just invented.
My hottest take is that brand marketing is going to be THE major differentiator and one of the most prized assets for a company going forward.
And, Iām not talking about launch videos or pouring money primarily for āaestheticsā simply to pump the valuation. You still need retention before attention.
Iām talking about thinking through what a company stands for and understanding the āvibeā of whatās happening in the market. Being relentless on the long term goal while also thinking through how to showcase the company in the short term. And doing it every week.
Especially if you think agents become the primary user for most products, then to get the attention of a rapidly attention deficit audience (aka humans) youāll need to stand out consistently in how you present the company.
These folks primary have been given tier 2 roles and passed up for CMOs many many times. I think this will finally invert in the next 10 years where youāll hire these folks as cofounders or at least give them a big seat at the table.
Normally the design centric CEO tends to be this, but those are rare and youāll need to learn how to hire for this role. Just like a good product marketer, these are exceptionally rare so you have one hold them close!!
Jeremy Schumann retweeted
Google One might be my most valuable tech subscription ā thanks and no thanks to AI 9to5google.com/2026/06/09/goā¦ by @nexusben
