“We think branding is what you do when you want likes or fans, or you want to be famous…actually, anyone who interacts with other people needs to think about branding. Your brand is how the world experiences you and what they believe to be true.”

—Personal branding expert Lida Citroën

I recently had the privilege of attending the Texas Women’s Conference, and one of the panels that I found most valuable was called, “Your Brand: How to Define and Market Yourself.” We often think that personal branding is only important for influencers and celebrities, but the truth is that we are expressing our personal brand constantly—from the words that we choose to use to the energy that we bring into a room.

 There are many ways to assess and build a personal brand, but I think Simidele Adeagbo explained it in the simplest way. Simidele, who led marketing campaigns at Nike for 15 years while training for the Olympics, described a process that Nike uses called “DIG.” 

DISCOVER: WHAT DO YOU VALUE? 

Personal branding is anchored in what you believe. If someone took these things away, you wouldn’t be you. If you don’t know where to start, seek outside perspectives and feedback, whether it be from friends, peers or coworkers. Spend time examining the things that you’re good at.

Think about four core ideas or topics that are central to your identity and points of activation for your brand (aka brand pillars). Yes you, as a person, will have brand pillars.

IDEATE: WHERE ARE YOU STARTING FROM?

This is where you should begin to focus on the narrative surrounding your brand. The way that your brand shows up is in your reputation. This does not just mean verbal cues, such as the way we speak, but nonverbal cues as well, such as our level of eye contact or our posture.

How do you talk about yourself? That sets the foundation for how others see us. How do you introduce yourself? It’s not just about your title, it’s about why you do what you do. Credential yourself, talk about your “why” and make it personal. That is what makes for an interesting elevator pitch. 

You should set the expectation with confidence, clarity and intention. People will believe what you tell them until you prove otherwise.  

Think about how you can establish a position around the things that make you unique. What are the ways in which this could manifest itself out in the world? Ideate around that.

GO: HOW DO YOU SHOW UP? 

Own it. Step into uncomfortable places and have the courage to take on the tasks that scare you or that others never would. People are drawn to realness, and if you let them come along, they will help you build your brand. Embrace the journey. Authenticity can be difficult, awkward and scary, but it’s about consistency, not perfection.

Be resourceful. Who is in the space that you want to be in? Connect with like-minded people. Surround yourself with people, environments and jobs that allow you to do what you’re good at.

When we think about “showing up,” we often think of social media, but we have the opportunity to show up far beyond that. The clothes that we wear, the products that we choose to buy and our professional network are all ways that we show up. They are all opportunities for us to tell our stories and they are all reflections of our brand.

Think about the ways you can tell your story and take action to show up in those spaces.

When you put all of these things into action, you will shine through in your personal and professional interactions AND your brand will be unstoppable. Keep discovering, ideating and going. Just keep DIGging.

Another 10 days of SXSW madness have come and gone in Austin, Texas, but what’s going to stick around? I talked to GSD&Mers who went head-first into panels, activations and more to learn about what stood out in all the noise this year.

Overall, we saw three themes of success:

  1. Brands should prioritize authenticity over flashiness.
  2. Brands should be different and distinct in a world of experiential sameness.
  3. Usually, the simplest ideas are the best.

Keep reading for more SXSW smarts straight from the experiences of our people.

 

Jay Esteves, experience strategist

What brand activation worked?

The Comcast/NBC Universal house had fun and simple shareable moments that people were happy to wait in line for. From Michael Scott’s desk straight from The Office, to a professional modeling photo experience by Project Runway, people got to interact with shows they know and love.

#1 Takeaway

“Method doesn’t matter. It’s the effect.” Technology is developing and becoming cooler every day, but we can still create immersive experiences in scrappy ways.

 

Tori Ciniglio, jr. writer

What was your favorite panel and why?

In a discussion with venture capitalist, Roger McNamee, on the topic of big corporations and data, he discussed how their business models are a misuse of our trust and will ultimately affect future laws and elections. His most important takeaway was to focus this power on the good that we can do (e.g. birthday donations on Facebook) as a society before it’s too late.

Best musical discovery

Good Heavens—they’re an upbeat, beachy, indie-rock band who put on a lively and super fun show.

 

Harper Biewen, jr. art director

What was your favorite panel and why?

My favorite panel was a discussion between musician Brandi Carlile and actor Elisabeth Moss where they compared and contrasted their creative processes in their respective industries. It made me realize we all have rituals and tools that spark our creativity and allow us to be better storytellers.

#1 Takeaway

SXSW taught me that 1) I know nothing, and 2) women run the world.

 

Elizabeth Thompson, VP, group strategy director

What activation worked?

The Good Omens activation for the new Amazon Prime original show was well thought out and conceptual without feeling complicated. Details like “Heaven” or “Hell” bracelets, puppies labeled as “Hell Hounds in Training” and the Tree of Eden bar gave a sense for the show without making me feel like I was being sold something.

Best musical discovery:

Yola. Tyler Ramsey. Cautious Clay. Novo Amor.

 

Evan Walker, associate media director

What was your favorite panel and why?

“Immersive Marketing: Beyond the Instagram Palace” discussed the importance of creating authentic experiences, like the trend of “fantasy worlds,” because consumers are more prone to feel an emotional connection. In turn, we see social posts happen organically and consumers will capture unique parts of their individual experiences.

#1 Takeaway

Whatever it is, keep it authentic.

 

Valerie Furgerson, JR. strategist

What was your favorite panel and why?

During “Milk Bar: Innovation in Pursuit of the Unexpected,” chef and founder of Milk Bar, Christina Tosi, spoke about remaining relevant without losing authenticity. It’s about trying and failing, trying and iterating and ultimately creating a unique experience that stays true to the brand.

#1 Takeaway

It’s not about “experiential” per se, it’s about doing something different and distinct.

 

Well, you heard it here first straight from our experts. Be genuine and get genuine responses in return, don’t be afraid to stand out and at the end of the day, simplicity wins. We’re beyond lucky to live in the heart of Austin where we can walk outside of our doors, soak up this knowledge and bring it right back in. From how we’re telling stories in First & Only ways to finding room to do good using our strengths in advertising, our people are already activating what SXSW 2019 taught us.

Until next year, SXSW!

Mason

Another year has come and gone, so it felt like the right time to reflect on all of the goodness that came out of GSD&M. 2018 was filled with game-changing work, much-needed conversations, well-deserved celebrations and, of course, so much good music. I somehow managed to narrow down what I believe to be GSD&M’s finest moments to 11 highlights and one playlist. Keep reading for a glimpse into last year.

Harry’s: A Man Like You

Breaking stereotypes and creating a cultural conversation around media’s portrayal of masculinity, the Harry’s short film was a breakthrough way of storytelling for a men’s grooming brand. The work even earned a Cannes Lions for film and a Glass Lion for change.

GSD&M Party at SXSW 2018

We gathered thousands of our closest friends, community members and partners in our backyard for the 8th Annual GSD&M Party featuring White Reaper, Durand Jones & The Indications, Pale Waves and Lukas Nelson & Promise of the Real, and we’re ready to do it again!

Time’s Up/Advertising

Alongside 200 female leaders in advertising, GSD&M’s President, Marianne Malina, was a founding member of Time’s Up/Advertising™. GSD&M helped lead the movement of saying “time’s up” on inequality in our industry and fronted a launch event across 14 cities in North America and Canada.

    

Winning Jack Link’s + Retaining U.S. Air Force

We took a break from our desks and gathered in the backyard to celebrate all of the hard work that led to winning our new client, Jack Link’s, and retaining our 17-year client, U.S. Air Force, for another 10 great years.

ITMAD 2018

From futurists to improv teachers and leading chocolate connoisseurs, GSD&M brought in the brightest minds inside and outside of Austin to inspire and discuss what it means to create ideas that make a difference.

Winning Pizza Hut

We welcomed our newest client, Pizza Hut, with champagne, and of course, PIZZA!

GSD&M Presents: Jared & The Mill

Arizona folk rockers, Jared & The Mill, stopped by while on tour to play some acoustic versions of their latest jams.

Free the Bid

In order to continue the mission of creating more diverse and meaningful work, GSD&M pledged to Free the Bid and put more women editors and directors on projects.

Halloween at GSD&M

As an office of creatives, we don’t take Halloween lightly. From The Shining Twins to Guy Fieri, this year’s costume contest was far from overrated.

Popeyes Emotional Support Chicken

The TSA-friendly, emotional support animal you can eat, Popeyes’ Emotional Support Chicken, took the media by storm. Appearing in Cosmopolitan, Delish.com, USA Today and much more, everyone ate it up, quite literally.

GSD&M Holiday Card: Austin Pets Alive!

This year, we used our annual holiday card to give back to our local animal shelter, Austin Pets Alive! Including an 18-foot “wishlist tree”, donations from employees, a GSDM.com takeover, and a card sent to our favorite family, friends and clients, our holiday initiative raised tons of awareness, funds, and shelter necessities, and gave every animal a blanket to keep warm this winter.

And to top it all off, here’s a comprehensive playlist featuring every song from GSD&M’s monthly playlists in 2018.

If last year is any indication of how 2019 will go, I’d say we have a lot to look forward to.

As ACL Fest comes barreling around the corner and Austin prepares for the madness that takes over Zilker Park, we reached out to our in-house festival experts to help guide festival newbies and old hats alike through not one but two of the wildest weekends in ATX. Complete with pro tips and must-see artists, everything you need to survive is right here, including a playlist featuring this year’s artists.

 

Name: Mariah Kline

Years attending ACL: 2

Pro tip: Unless you’re camped out, skip the headliner. You’ll be so far back you’ll just be watching a screen.

Must-see artist: Marian Hill

 

Name: Jacob Stern

Years attending ACL: 11

Pro tip: Get there early and see someone you’ve never heard of. Wander around with open ears and no agenda, and you could stumble onto your new favorite band.

Must-see artists: The National, St. Vincent, Alvvays, Japanese Breakfast, Sweet Spirit

 

Name: Kevin Lane

Years attending ACL: 5

Pro tip: Bring a handkerchief. Tie it around your neck and breathe through it so you don’t die of allergies when the dust gets kicked up.

Must-see artist: Golden Dawn Arkestra. Their feel-good music and theatrics make the perfect festival act.

 

Name: Marie Graw

Years attending ACL: 4

Pro tip: Keep your head up and your eyes open—you never know who you’re going to see out in the crowd.

Must-see artists: Brandi Carlile for the sweetest voice, Trampled by Turtles for some Northern Minnesota jammy bluegrass and Sweet Spirit if you’re looking to dance your face off.

 

Name: Karla Macias

Years attending ACL: 5

Pro tip: Organize beforehand. Make a spreadsheet of bands you want to see and the stages they’re on. Don’t forget nondrowsy allergy meds.

Must-see artists: Greta Van Fleet will take you back through time. Golden Dawn Arkestra will get you moving. Sweet Spirit is a must-see local band. Charley Crockett if you like country/blues.

 

Name: Jack Eptseen

Years attending ACL: 5

Pro tip: When you want to recharge, check out the BMI stage. Always great music, always mellow.

Must-see artists: The Nude Party, Ruston Kelly. I also hear that McCartney guy is gonna be huge.

 

Name: Miguel Masso

Years attending ACL: 4

Pro tip: Force yourself to go to the restroom prior to waiting for an artist.

Must-see artist: Khalid

 

Name: Alex King

Years attending ACL: 1

Pro tip: Bring an empty water bottle or Camelbak. Bring a totem if you have a big group, and bring a bandana for sweat, cooling down and as an emergency napkin.

Must-see artists: St. Vincent and Golden Dawn Arkestra

 

Well, the experts have spoken. Let the festival come to you and go with the flow, don’t forget to take allergy precautions and get your dance moves ready for Sweet Spirit. In case you need some help deciding who to see, press play on this playlist featuring a whole bunch of this year’s performers and find your favorites.

We’re a month away from SXSW. Yep, that’s right—the week that fills our streets with music, people and even more booze and food than usual. Deep breaths. For those of us who embrace the madness with open arms, we caught up with both GSD&M’s SXSW vets and new mavens to get the best tips, tricks and tracks for SXSW 2018. Spoiler alert: playlist included.

 

Name: Bill Bayne

Years attending SXSW: 15

Pro tip: When there are a few bands I don’t know on a lineup, I’ll stay in that venue to experience their show versus running all over town with a schedule.

Must-see band: Quiet Slang. More commonly known as Beach Slang, they’re reimagining their Replacements-y gnashed catalog into a softer vibe played with piano and cello.

 

Name: Mason Endres

Years attending SXSW: 5

Pro tip: Never plan for things to go as planned. If you make a schedule, it’s not going to happen.

Must-see band: The Magic Gang, Sunflower Bean and Jared & The Mill.

 

Name: David Rockwood

Years attending SXSW: 25 whole years

Pro tip: Random is way better than planning.

Must-see band: BRONCHO

 

Name: Candi Clem

Years attending SXSW: 1

Pro tip: Stay hydrated. Take advantage of networking opportunities.

Must-see band: My favorite artists at SXSW are the ones I haven’t discovered yet.

 

Name: Jack Epsteen

Years attending SXSW: 8, I think?

Pro tip: Don’t overschedule, let the day and night guide you. And most of all, NO FOMO.

Must-see band: Ratboys!

 

Name: Rye Clifton

Years attending SXSW: 7, I think

Pro tip: Go alone. It is a lot easier to sneak in places when you aren’t part of a group.

Must-see band: The Fantastic Plastics

 

Name: Elizabeth Thompson

Years attending SXSW: At least 12?! How is that possible? Does 10 make me sound younger?

Pro tip: Forego fashion for function when it comes to shoes, and attend the events you love, even if your friends don’t.

Must-see band: The best I can do, so far, is local favorite David Ramirez, Will Varley, Peach Pit, The Yellow Traffic Light, a TBD beautiful crooner at St. David’s church during the Communion Showcase.

 

It seems as though there’s a general consensus that going with the flow of SXSW is the most fun and effective way to make it through the chaos—that, and comfortable shoes. Aside from the tips and tricks, there is a playlist with all of the above musical suggestions and then some.

 

Happy festing!

ADCOLOR exists to establish a community of diverse professionals to support and celebrate one another. Every year, those diverse professionals attend a conference full of the brightest, diverse and innovative minds in the industry. This year, a total of nine GSD&M employees attended, and they returned with meaningful, game-changing insights and inspiration. Along with our attendance, we were an incredibly proud sponsor and as such, wanted to create something as a little reminder of the change we have the power to make. These pins were sent home with every attendee:

 

I caught up with the folks who attended to see what they learned, so I’ll let the people at the forefront of diversity and inclusion do the talking.

How can the ad industry influence and inspire more work toward diversity in other industries and beyond?

What was your personal most important takeaway from ADCOLOR?

 

This industry has the power to cultivate change—and it must start where the work happens. These conversations must continue to take place inside and outside of agencies and brands, and although we have a ways to go, we should be incredibly proud and excited to have minds like these fighting for diversity in our industry.

Until next year, ADCOLOR. Here’s to progress.

Dedicating 40+ hours a week to one office, one specialty, one computer, can be especially draining when we get sucked into the routine. That’s where a side hustle comes in—an outlet to create outside of the workplace and make some money while doing it. This year, over 44 million Americans reported having some sort of side hustle.

GSD&M employs a whole slew of crazy-talented folks, so you bet there are some side hustles around here. I dug a little deeper into the double lives of ad gurus by day and hustlers by night to see what passions they’re turning into profit.

Chelsey Korman, founder of Peach Electric: a real rad vintage shop for rad, real women

What took your side hustle beyond a hobby?

I’ve loved the art of fashion and the beauty of a thought-out outfit my entire life, and have wanted to explore it as a business for as long as I can remember. One day, I just figured I’d better start somewhere. This is just the beginning, I feel.

How has your side hustle made a difference in your day job?

It makes me appreciate all the departments in GSD&M. Reaching 100 Instagram followers was a huge achievement and honestly, some were sympathy followers. Ha. But seriously, social media experts are seriously smart and creative, and they understand what it means to “reach and connect” with an audience. We all have so much to learn from each other.

@peachelectric

Laura Guardalabene, Cofounder of JUNK-O: creators of enamel pins inspired by pop culture and progressive political ideology

Where do you find inspiration to keep up the side hustle?

I follow a lot of other pin makers and small independent clothing brands. Companies like Lazy Oaf and Big Bud Press show me the growth potential JUNK-O has and how far hustling can get you.

How has your side hustle made a difference in your day job?

It has fueled my creativity tenfold. I no longer experience creative blocks or burnouts because I’m constantly challenging my mind and keeping it in shape.

@junkowears

Julia Elizondo, Cofounder of LA LO LA: a luxe resortwear line offering small batch collections

Where do you find inspiration to keep up the side hustle?

Through everyday things like a new issue of W Magazine or Condé Nast Traveler or just the simple dream of wanting to see women in our clothes. I want the chance to keep evolving the styles and collections into what I really want. 

What does this work outside of the office mean to you?

It means that I can pursue my dream while still being able to make a living working in a dynamic place like GSD&M. It’s an outlet for me too.

@love_lalola

Jeffrey Butterworth, founder of ArterBarter: a website to auction off original art pieces one by one, for anything BUT cash

What took your side hustle beyond a hobby?

Bringing a concept to satisfy the question I have been asking myself, “What am I going to do with my art?”

How has your side hustle made a difference in your day job?

A big part of what I do at work is trying to put together things that people would be interested in and attach it to a brand that makes sense. This is no different, it’s just that I’m the brand I’m attaching the idea to.

@arter_barter

Turning a passion into profit is hard, rewarding, meaningful work. Judging from the side hustlers above, work outside of the office creates a source of energy, drive and satisfaction that might otherwise go unused. Everyone needs an outlet, so might as well make some extra cash while you’re at it. Keeping your brain “in shape” isn’t a bad way to get your exercise, either. If you’ve got something in mind, why not give it a go and see what happens?

It’s the aroma of fried food and warm beer, getting the perfect picture in the perfect #ootd and getting the ultimate snap of the wild crowd dancing to this year’s biggest radio hit. It’s the era of music festivals and it’s not slowing down. According to a study conducted by GMR, a whopping 14.7 million millennials attended at least one music festival in 2014. With over 800 music festivals in the U.S. alone today (and a new one was probably just announced as you’re reading this), one can only imagine how the number of festival attendees continues to grow.

Millennials demand authentic, shareable experiences. To garner as much exposure with America’s largest consumer group, brands are infiltrating the music festival industry. As the commercialization of festivals rises, sponsorship spending is on the verge of hitting $1.5 billion—the equivalent of buying 3,000 trips to Mars.

Today, festivals rely on brand sponsorship and brands rely on festivals for unparalleled fan engagement. With all this partnership, it’s critical to ask, “What does a successful brand-festival relationship look like from the eyes of music fans?” As a 21-year-old self-proclaimed festival expert who has attended over 15 music festivals in the last year alone, to me, these are some of the brands that understand their market.

Shares, hashtags, selfies and tweets are the currency of the digital age, and these are the brands that get it. Their integrations are thoughtful and meaningful, not plug-and-plays. They combine elevated experiences, pop culture and once-in-a-lifetime opportunities to capitalize on millennials’ need to keep sharing moments.

Today’s festival junkies expect impressive brand integrations just as much as they expect good music, because experiences are what make spending hundreds of dollars on a single weekend worth it.