This week, Joe and Robert break down a Wall Street Journal article about big brands putting more money into individual creators.

While micro-influencers continue to be an important trend, the boys believe there may be an even bigger opportunity sitting inside most companies: employees. If brands want trusted voices, they should not only rent them from the outside. They should invest in their own internal talent and help employees become trusted experts, creators, and community builders.

In other news, Taylor Swift has filed new trademark applications, including sound marks, to help protect her voice and likeness from unauthorized AI usage. Joe and Robert ask whether brands should be thinking about similar protections as AI-generated content becomes easier to create and harder to control.

Marketing Winners and Losers

Robert's winner is Taco Bell for its big NFL Draft moment involving first-round pick Fernando Mendoza.

Joe's winner is Anthropic for hiring an events director, a signal that even AI companies understand the power of in-person experiences, brand trust, and human connection.

Rants and Raves

Robert rants about Nike's controversial Boston Marathon advertisement and what happens when edgy creative misses the moment.

Joe's commentary focuses on prediction markets and the marketing opportunities that may be coming, but have not fully arrived yet.

This Week's Takeaway

Brands are waking up to the power of individual creators. But the smartest companies may realize that some of their best creators are already on the payroll. Other links: Are NFT's Back?

Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.

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Get all the show notes: https://www.thisoldmarketing.com/

Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/.

Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork