Must-Listen Podcast Episode: The CMO Show: Alexander Meyer on Forming Emotional Connections Through Creativity


What is the podcast?

The CMO Show is a business and marketing podcast hosted by Mark Jones of Filtered Media. In this episode, Mark talks to Alexander Meyer, CMO of The ICONIC, an online store which promises to deliver clothing within three hours, redefining online shopping in Australia and New Zealand. Alexander discusses how a focus on customer experience and storytelling has been a major factor in the success of The ICONIC.


Where will you find it?

You will find the link here.


Why should you listen to this episode?

In this episode, Alexander Meyer gives a key insight into successful marketing strategies and how a focus on customer experience has boosted the profile of the company. Alexander tells Mark that his team’s focus revolves around the book ‘Great By Choice’ by William Faulkner. The ideas in this book form the core of their operating model. The 20-mile-march is a concept that  Alexander’s team holds itself to, which can be transferred as a model for communications and PR teams. This concept encourages you to avoid overextending yourself in times of success and avoid underperformance in stressful situations. The idea is that consistency is key. The ICONIC maintains consistency of focus on the customer which has been a key factor in the success of the business.


Alexander discusses The ICONIC’s most successful campaign in which they put on the ‘world’s most body-positive runway’. By going against the grain of the fashion industry, The ICONIC generated huge earned media coverage. Alexander talks about the struggle of pushing for inclusive sizing in an industry where a small body is seen as the only ‘inspirational’ figure. Through listening to their customers and taking a stand against bias, The ICONIC ran a highly successful campaign, gaining praise from media outlets across the world.


Alexander Meyer – CMO of The ICONIC


Alexander tells Mark that there is no difference at the root of brand storytelling and media storytelling. He believes that everything is a story and that every story comes from the human experience. From a social perspective, The ICONIC have deployed a new content strategy, using video and YouTube to expand their audience by offering videos with tips on how to style yourself for different occasions, for example, meeting the parents or going to a job interview. This creative use of online media has given the company a boost in a way that appeals to their customers. This podcast is essential listening for PR professionals, as it provides insight into the creative process behind successful campaigns.


Some of the things that Alexander says:                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            


‘[Fashion] protects you from the world but projects you to the world’

‘I’d say we’re in the business of identity’

‘Start with small ideas and see how customers react’

‘Every story ever written or told is about the human heart’s conflict with itself’ – quoting William Faulkner