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Under the Influence

CBC

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.
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Location:

Toronto, ON

Description:

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.

Language:

English

Contact:

416-205-3700


Episodes

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5/25/2019
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S8E21 - Brand Envy 2019

5/23/2019
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This week, it's our annual look at brands I admire. They may not be the coolest or the biggest brands - but they're fascinating studies in marketing. From a record store with a sense of humour to a cartoon with virtually no dialogue, this year's list gives me a mean case of Brand Envy.

Duration:00:28:17

S8E20 - To Bleep Or Not To Bleep: Vulgar Trademarks

5/16/2019
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This week, we look at the use of profanity in marketing and the resulting upsurge in Vulgar Trademarks. Four-letter words aren't just sought out by small, feisty companies looking for attention anymore, but by some of the largest advertisers in the world. Is it obscene, or is it free speech? These days, I swear it's hard to tell.

Duration:00:28:16

S4E02 (Archive) - Controversy Advertising

5/13/2019
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From the Digital Box Set: This week, we tackle the topic of Controversy Advertising. The number one job of all advertising is to get attention, and many brands choose to use controversial advertising ideas to break through the clutter. It's a risky strategy, as controversy always courts trouble. We look at how Kmart used controversy to blow the dust off its staid image, how Kimberly-Clark used an eyebrow-raising idea to sell a discrete product and we tell the story of how one advertiser...

Duration:00:28:11

S4E03 (Archive) - Selling Ugly

5/13/2019
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From the Digital Box Set: Not all products are beautiful. While it's easy to sell a gorgeous item, the degree of difficulty ratchets up when the item is butt-ugly. Some ugly products need a lot of clever marketing to succeed, while no amount of marketing can save other hideous brands. Then, every once in a while, some ugly products become runaway hits. In this episode, we tell the story of how a big grocery store figured out a way to sell deformed vegetables, how ugly footwear continues to...

Duration:00:27:59

S4E04 (Archive) - Selling The Moon, Part I

5/13/2019
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From the Digital Box Set: This week, we present Part One of our "Selling The Moon" episode. Across two episodes, we'll trace the way NASA marketed the expensive moon landing to both the American public, and to Congress. In this first part, we see how the Russians got to space first, prompting President John F. Kennedy to promise a moon landing - not only as a way to win the space race - but to improve his public relations after the Bay of Pigs fiasco. The journey to the moon will be one of...

Duration:00:27:29

S4E05 (Archive) - Selling The Moon, Part II

5/13/2019
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From the Digital Box Set: In Part Two of "Selling The Moon," we pick up the story with the success of the Gemini program, which leads NASA to believe they might reach the moon faster than anticipated. But then tragedy strikes and the Apollo project is put on hold for more than a year. But when the improved Apollo program returns, the race to the moon accelerates - as does the remarkable marketing that surrounds it. NASA continues to sell the moon landing as a technological marvel that will...

Duration:00:28:08

S8E19 - Selling The Dream: Real Estate Advertising (An Encore Presentation)

5/9/2019
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This week - in an encore broadcast - we look at the fine art of selling the dream. The world of Real Estate Marketing has its own rules, its own techniques and its own unique breed of salespeople. We'll tell the story of how the word "Realtor" was reluctantly blessed by Merriam-Webster, why so many real estate agents use photos of themselves as a marketing tactic and what happens when the real estate business tries enticing buyers using humour. It's a form of marketing that touches all of us...

Duration:00:27:52

S3E25 (Archive) - Dear Terry 2014

5/6/2019
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From the Digital Box Set: Well, this is the final episode of the 2014 season. As as we do every year, we turn this show over to our listeners. I'll answer all the marketing and advertising questions listeners have sent in, and this year, the questions are better than ever. We'll trace the history of how Kool-Aid/Lemonade stands came to be, discuss why #1 brands still feel compelled to advertise, explore why Cadillac owners don't like vanilla ice-cream, why advertisers love using babies and...

Duration:00:27:52

S8E18 - Under The Influence of My Influences

5/2/2019
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This week, I'll be sharing some of the major influences in my life that helped inform my thinking and shape my career. Including a snowplow ad from my childhood, the sound effects from one very specific cartoon, hilarious actors I worked with and seeing the corner of a billboard flapping in the wind. It's a little lesson in who's had me under the influence. *This podcast includes previously unaired bonus content. You're welcome.

Duration:00:36:12

S3E24 (Archive) - When Brands Mock Other Brands

4/29/2019
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From the Digital Box Set: This week, we look at brands that mock other brands. It's a risky strategy, as one company has to ridicule another brand to make a point - and mocking a rival always fuels retaliation. We'll talk about how Miller High Life mocked Anheuser-Busch during the Super Bowl, how Jaguar mocked Mercedes, how Samsung mocked Apple, how Apple mocked Samsung, and how Apple kind of perfected mocking when it set its sights on Microsoft. This is an archived episode that aired...

Duration:00:27:34

S3E23 (Archive) - Satisfaction Guaranteed

4/29/2019
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From the Digital Box Set: This week, we search for companies that offer 100%, no questions-asked, no fine print lifetime guarantees. They're hard to find, as not many companies are willing to offer that unlimited return policy. We'll look at one of the companies that pioneered the 100% lifetime guarantee, a company that abandoned 100% lifetimes guarantees after 75 years and we'll talk about the extreme risks these kind of guarantees pose, and the even greater rewards these companies enjoy....

Duration:00:27:35

S3E21 (Archive) - 21st Century Brands

4/29/2019
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From the Digital Box Set: This week, we look at 21st Century Brands. Only 14 years into a new era, and it's astounding to look at all the new brands and categories that have changed our world. Companies that have market values greater than 100 year-old companies, six-year old gadgets that rule our lives, and brand new product categories that demand unprecedented marketing strategies - all of which creates a list of 20th century products that are quietly disappearing. It's eye-opening when...

Duration:00:27:34

S3E20 (Archive) - Selling Death

4/29/2019
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From the Digital Box Set: This week, we look at how companies sell death. While death is usually a forbidden word in advertising, the subject of death is slowly becoming more mainstream. We'll look at the one industry that truly specializes in it - the funeral industry. From QR codes on headstones, to live cams on caskets, to fish reefs made from your ashes, funeral homes are starting to market brand new services to attract customers. We'll also look at the recent popularity of death as...

Duration:00:27:47

S8E17 - Best Product In A Leading Role: Celebrity CEOs

4/25/2019
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This week, we look at celebrities with their very own brands. From a small town general store owned by a comedian to a cosmetics empire started by an 18-year-old to a winery that was funded by the Godfather movies - a few of them are even billion-dollar enterprises.

Duration:00:28:13

S3E19 (Archive) - When Founders Are The Face of The Company

4/23/2019
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From the Digital Box Set: This week, we discuss what happens when founders are the face of a company. No one can relay the passion of a company like the founder - but while they may be the heart and soul of a company, should they be the face? We'll explore what happened to Kentucky Fried Chicken after the Colonel died, how Dave Thomas built Wendy's to be the #3 burger company, how Martha Stewart's company coped when their founder went to jail and the curious story of how Men's Wearhouse...

Duration:00:28:19

S3E17 (Archive) - Nudge: The Persuasive Power of Whispers

4/23/2019
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From the Digital Box Set: This week, we look at the subtle art of "nudging." Schools, marketers and even governments are now using small nudges to gently steer people toward making more positive decisions in their lives. Those nudges included sending people a handwritten note when they are behind on their taxes because a handwritten note gets their attention, or putting the image of a housefly in urinals so men had something to aim at, thereby eliminating overspray by 80%. Or the simple act...

Duration:00:27:44

S3E16 (Archive) - Brand Envy 2014

4/23/2019
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From the Digital Box Set: This week, it's Terry's annual episode where he features four brands he admires. It might be because the brand broke new ground, or has managed to stay #1, or just because it has been a part of our lives for so long. With that in mind, he'll celebrate a certain mac & cheese that has been with us since 1937, a TV show that broke ground in 1969, a condiment that has been #1 for over 100 years and the most successful movie franchise of all time. This is an archived...

Duration:00:26:50

S3E15 (Archive) - Terry's Bookshelf

4/23/2019
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From the Digital Box Set: This week, it's our annual book show. The research for Under The Influence requires a lot of reading, and listeners always ask for more information about the books we mention. So we take the opportunity every year to talk about the research books we've read, and tell additional stories from those books. In this year's show, we'll talk about how Bobby Orr met Gordie Howe's elbow, how the Romans turned their weakness in sea battles into a strength, how baggage...

Duration:00:27:47

S8E16 - Red Sheep: The Power of Word-Of-Mouth Advertising

4/18/2019
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This week, we explore Word-of-Mouth Advertising. Most businesses hope good products and excellent service are enough to encourage positive recommendations. But the smartest companies actually have strategies to ignite word-of-mouth chatter. It's the oldest form of advertising, but it's the most effective by far.

Duration:00:27:52