Developing Meaningful Content in a Market Shift with Melissa Kandel artwork
Driving Brand Growth

Developing Meaningful Content in a Market Shift with Melissa Kandel

  • S1E4
  • 51:44
  • September 10th 2020

As the pandemic continues to linger, consumers are changing their behavior. The increase in media consumption has been game-changing for brands & marketers.

If you’re still trying to figure out this new normal, you’ve fallen behind

Brands need to figure out their position in the COVID framework and re-communicate their value. What is your solution to the problems people are facing right now? 

This episode’s guest, Melissa Kandel, knows all about uncertainty. She studied to become a great American novelist, but then, she had to pay the bills.

Recruited by Berkshire Hathaway HomeServices in 2013, the largest real estate brokerage network in the US, she became the company’s youngest employee to be named a Director

But what to do when you find yourself on a corporate ladder you never asked to climb?

You throw caution to the wind and quit!

And that’s what Melissa did. Melissa founded a boutique marketing agency in 2018, little word studio, where she’s relied on her passion to propel her career forward.

Concentrating on her love for writing, little word studio creates high-quality content. Melissa uses anything with words on it to drive brand narrative. She emphasizes how important it is for brands to partner with customers and help them during these challenging times. 

On the show we talk about: 

  • Brands resonating with audiences by using content to portray genuine altruism
  • Developing big ideas and opportunities during challenging times, and 
  • Building up your company’s resilience by fostering positivity in the workplace. 
  • She also talks about the widespread modernization of industries that were reluctant to evolve, and how going virtual is a long term solution for them.  

Melissa wraps up by asking: What makes content valuable to consumers? 

  • How can you respect the consumer’s time?
  • How can you structure content so that consumers can take away relevant information?
  • What platforms should consumer-facing brands to be using?

Hit play for more marketing insights, and if you like what you hear, click one of the links for more.

🖋️ Melissa Kandel's LinkedIn profile:

🖋️ little word studio website:

🍋 Trevor Dudeck's LinkedIn profile:

🍋 Lemonade's LinkedIn page:

🍋 Lemonade's Instagram profile:

🍋 Lemonade's Facebook page:

🍋 Lemonade's Twitter account:

Driving Brand Growth

Nobody has time for bland marketing.

It needs to be energizing and refreshing. 

Just like a glass of Lemonade on a hot summer night.

Welcome to our new podcast Driving Brand Growth. It’s the second offering from our popular Insights Series on the Lemonade Originals YouTube channel.

Driving Brand Growth is a place where:

Savvy marketers come to find stories.

Advertising veterans share their experiences.

And gurus and beginners alike can share a laugh or two.

As a team with a love for Storytelling, Content, and Marketing Strategy, we invite fellow professionals from across the industry to join us on the show to share their wisdom and their passion for the work we do.

Grab an episode on the go to learn about upcoming trends and tactics. These will help broaden your mindset, and grow your brand. 

All you have to do is hit play.

Trevor Dudeck avatar
Trevor Dudeck
CEO @ Lemonade ➤ Filmmaker ➤ Giants Fan

As a savvy marketer, you know that your competitors invest heavily in content marketing.

And, not just because it makes them look good or feel good ;).

They do it because content marketing is 62% less expensive than outbound while generating 200% more leads. (Source: Content Marketing Institute)

Content is uniquely effective, but it can be overwhelming. Believe me, I know.

I've had to hone new content marketing skills, study an emerging platform and curate booming influencers on a daily basis.

If you're not a marketing agency or a creative shop, trying to keep up gets discouraging. Even Google outsources.

Most companies' Content Team consists of just a few Creatives. Better than nothing, but unscalable. Don’t fall for the “in-house content trap”.

Lemonade helps you scale by increasing your creative and marketing bandwidth.

You have to go the extra mile.

That's why I insist on strategy and discovery consultations before any engagement and why I swim laps at 6 AM every morning. Apart from my family, nothing fuels me like telling a good story and delivering results that impact brand and business goals.

Many agencies can talk shop but fail to deliver meaningful results and engagement.

To stay focused on your bottom line, Lemonade has built a process to measure, analyze, and guarantee results.

In 2019, you need a content strategy that includes:

- Awe-inspiring videos, pictures, and design

- A distribution and performance strategy

- Community building

We provide that, and so much more.