Unlocking the Power of Data to Accelerate Fandom | with Tim Hayden
Episode 04
In the digital age, data is critical to unlocking the power of fandom. In this episode of The Brand to Fan Show, Lauren Teague, founder and CEO of FanWagn, sits down with the CEO of Brain+Trust, Tim Hayden, to discuss how brands can accelerate fandom by leveraging the data they have on their audience.
The episode covers how rules around personal and user data have changed, controlling your privacy in a digital space, and how brand marketers must adjust to an AI-enabled world. Tim also shares his ultimate brand experience with Silver Cars and the importance of offline connections in building affinity with customers.
Throughout the episode, Tim emphasizes the importance of empathy and customer behavior in brand marketing. He argues that many brands have lost sight of who their customers are and have become too focused on clicks and media performance. Brand marketers must be more creative, strategic, and thoughtful to win in today's market.
Lauren and Tim also discuss the difference between affinity and attention in marketing and how trust and confidence are at the root of both. They agree that customer experience and touchpoints are crucial in building customer connections and that brands need to be more intentional in their approach.
Overall, this episode is a must-listen for anyone interested in unlocking the power of data to accelerate fandom in the digital age.
The Guest: Tim Hayden
The CEO at Brain+Trust, and the chief of business strategy at The Next Practice, Tim has been a catalyst for transformational progress within some of the world's largest brands. Part social anthropologist and part strategic business executive, Tim studies human behavior, and how media and mobility are reshaping all of business.
Connect with Tim:
@TheTimHayden on Twitter
In this Episode
0:30 Welcome Tim Hayden
1:40 How data is key to gaining fans
7:15 Accelerating fandom in today’s culture
9:00 How rules have changed around personal & user data
15:55 Controlling your privacy in a digital space
20:20 How brand marketers must adjust to an AI-enabled world
22:50 Can brands win on attention alone?
23:40 Why offline connections are still so important
27:30 Affinity vs. attention
29:22 Tim’s ultimate brand experience
What are you a fan of?
Tim Hayden: I'm a fan of the Dallas Cowboys, the Texas Longhorns, and I’m a Texas State Bobcat. I'm a fan of my football teams! 🏈
Lauren Teague: Awesome. In the business world, who or what are you a fan of?
Tim: Personally, I’m a fan of those brands that keep an eye on the ball and have some sense of who I am whenever I transact with them or what I engage with them.
What is the favorite piece of Fanwear you own?
I have a Texas State Bobcat baseball hat. It's an Adidas baseball hat, and it has WAC embroidered on the side of it from whenever we were in the Western Athletic Conference. Now we're in the Sun Belt, That hat has been with me for a long time.
It's the thing I grab on Saturday mornings in the fall more than anything else. It's like clockwork Right? I'm proud of it, even when I was living in California, and I would didn't have as many Texas State Bobcats living around me. I would still do that, but now I'm living in Austin again and it's one of those things I have people walk past me and say, “eat them up cats!” because they see my hat. That's probably the one item that has been with me for a long time, and I still wear every Saturday in the fall.
SHOW CREDITS
Brand to Fan Show is produced by Teague FC and supported by FanWagn
Audio production by Bryan Griggs / Griggs Production
Producers: Kimberly Voorhis, Ashley Ruiz and Carrie Hellbusch
Video Editing by Garrett Teague
And I’m your host, Lauren Teague.