In episode 92 of Brand Story, we welcome back Rand Fishkin, Cofounder & CEO of SparkToro, to talk about brand vs. algorithm, the value of real audience research, and the dangers of chasing attention without purpose. He shares the story behind SparkToro, why so many marketers don’t actually know their audience, and how optimizing for vanity metrics can lead you astray.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

Links and Information From the Episode Here: https://www.gravitygroup.com/podcast/branding-beyond-algorithms/

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Chapters:

(00:00) The Birth of SparkToro: Audience Intelligence Unleashed

(08:44) Inertia in Marketing: The Resistance to Change

(21:20) Brand Over Algorithm: The Difference Between Gaming the System and Optimization

(28:37) Building Real Value vs. Surface Engagement

(35:36) Brand Story Podcast Engagement - Short vs. Long Clips

(39:48) Entrepreneurship: Risk vs. Control

(49:40) Exploring Possible Futures