President, Brand Positioning Doctors

Mambo #5: Spotlight on DC (Darryl Cobbin), Author & President, Brand Positioning Doctors

Liz and I both had the pleasure of working along side Darryl Cobbin, during his tenure at the Coca-Cola Company as Brand Director for Sprite. Darryl or DC as he likes to be called, was the leading visionary behind the “Obey Your Thirst” campaign. This campaign catapulted the brand from a “nice to have” to a “need to have” among soft drinks’ most coveted consumers — teens.

DC then turned his sights on the wireless industry, transforming Boost Mobile into one of the most successful wireless launches of all time. DC possesses a keen understanding of urban culture, brand marketing and how those two worlds can collide for maximum impact. A frequent Huffington Post contributor, DC has recently published his first book, “Before You Wed…..Read This!“, a father’s advice that anyone considering marriage should know.

1. What marketing trend(s) are you most excited about?

That young people actually care about the good (or bad)  your brand/company does in the world! They aren’t as shallow as many people think. They’re possibly the most profound generation we’ve witnessed in a very long time.

2. What’s the biggest mistake you see marketers make when trying to reach millennial or urban markets?

Creating marketing and experiences that lack depth and dimension. Believe it or not a brand can be fun and cool while at the same time doing something meaningful. See Warby Parker.

3. What’s your favorite thing about the work you do?

Everyday I get to work on the trinity of branding…Think, Feel, Do. Yes, the end game is influencing “behavior.” To do that I first seek to influence the “thoughts” and “feelings” of my clients’ customer base. That’s a blast and its not easy to pull off.

4. Tell me about what you are doing now. 

Repositioning the brand of marriage. Wish me luck :-).

5. Are there any similarities you’ve found between marketers and newlyweds?

Yep. Both often walk into a relationship thinking they’ve succeeded in “finding the right person/customers.” When the best first step is “becoming the right person/brand.” Big friggin’ difference!