Thursday Jan 18, 2024
Launching The First Consumer Psilocybin Brand with Dean Harris
Dean Harris is the co-founder and CMO of TabBrands, a company focused on plant-based and fungi-based wellness products including CBD and psilocybin. Harris has an extensive career in marketing and advertising, serving as CMO and head of marketing for major brands like Vonage, Kayak, HotJobs and more. He comes from an advertising family but originally tried to avoid the industry, before eventually working at top agencies and starting his own creative shop.
In the interview, Harris shares insights from his numerous successful campaigns, including those behind Vonage's growth from 3,000 to over 1.3 million subscribers in 34 months. He led innovative performance and brand advertising that made Vonage a ubiquitous brand. Harris also discusses leading Kayak's marketing during an early stage for the online travel company. He provides perspective on building brands by taking smart risks and connecting emotionally with consumer motivations.
Now, as co-founder of startup TabBrands, Harris is entering the fast-growing cannabis/CBD and psychedelics wellness space. He sees major opportunities to educate on plant medicine benefits and build legitimacy through science-backed medicinal positioning. Harris conveys excitement about TabBrands’ future psilocybin brand and pushing boundaries in emerging health/wellness categories.
OUTLINE:
(00:00:00) Introduction
(00:00:57) Family history in advertising/marketing
(00:02:35) Early career at top NYC ad agencies
(00:05:11) Becoming head of marketing for HotJobs startup
(00:06:51) Leading marketing for fast-growing Vonage
(00:10:03) Innovative performance marketing strategy
(00:12:23) Transitioning to first CMO role
(00:19:09) Groundbreaking performance advertising
(00:21:25) TV brand advertising driving growth
(00:22:41) Being named Brandweek Marketer of the Year
(00:25:38) Creating enduring brand campaigns
(00:31:27) Qualities of effective ad campaigns
(00:34:15) Leading rebrand from CPA Detective to Forensic
(00:42:59) Maintaining agency relationships long-term
(00:51:53) AI's future role in marketing
(00:53:55) Two types of CMOs: poets vs. plumbers
(00:57:25) Pivoting into cannabis/psilocybin space
(01:01:28) Being founder/CEO with TabBrands
EPISODE LINKS:
TabBrands: https://www.tabbrands.com/
Dean’s LinkedIn: https://www.linkedin.com/in/deanharris/
Include instruction to Google Dean Harris to find his written content
Gray Advertising Agency: https://www.grey.com/
HotJobs Wikipedia Page: https://en.wikipedia.org/wiki/Yahoo!_HotJobs
Vonage: https://www.vonage.com/
BlueCava:https://bluecava.com/
Kayak: https://www.kayak.com/
SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.com
TikTok: https://www.tiktok.com/@digitalsurgeons
Instagram: https://www.instagram.com/digitalsurgeons
LinkedIn: https://www.linkedin.com/company/210497/
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