• John Casmon

How To Stand For Your Beliefs and Attract Your Tribe, Episode 201

Updated: Jul 1



With the release of our 200th episode, it caused me to reflect on where the show has been, where we’re at now, and where we want to go. With the civil unrest following the murder of George Floyd, I wanted to be a voice of reason and perspective but struggled to find the words. As a black man, father, podcaster, marketer, investor, and consultant, I felt that I “should” say something, but wanted to ensure it was an informed opinion that also supported my beliefs and that of the brands I represent. On one side you have “cancel culture” ready to vilify anyone who doesn’t agree with their perspective, and on the other side, there is a growing sentiment that silence is complicity, when many may just need to stay silent so they can listen and learn.


After more conversations and reflection, I decided to just hit the record button and this episode is the result. This show has always focused on the marketing challenges investors face from market research to building a brand, so this episode focuses on understanding your brand’s core beliefs and attracting your tribe.


Coincidentally, today marks the 155th celebration of Juneteenth, a holiday where we celebrate the end of slavery across the United States. With the 4th of July around the corner, it’s worth noting the words from the pledge of allegiance and work to make them a reality.


One nation, indivisible, under God, with liberty and justice for all.



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Key Takeaways:

  • 200 episodes of Target Market Insights: How it started and where it’s going

  • Understanding the emotions of the social injustice that has sparked outrage across the united states

  • What is missing in today’s world: Empathy

  • Malcolm Gladwell: Talking with Strangers

  • The most important thing anyone can do is to LISTEN to others point of view with empathy

  • The irony of the Colin Kaepernick situation

  • How brands are navigating today’s world: Aunt Jemima, Uncle Ben’s

  • How to incorporate what you believe in and/or stand for in your marketing campaigns

  • Brands want to be involved in the different conversations that are taking place.

  • 63% of consumers prefer brands that stand for a purpose (especially millennials 18-34)

  • Cause marketing and how it works (Just look at Nike)

  • How conservative AND progressive brands can clarify their values, without alienating the masses

  • Finding people who support you and are part of your tribe, creating a culture and community

  • Opening up the Target Market Insights guest list to learn more about diversified entrepreneurs who have overcome unique challenges

  • Creating opportunities to help other people

  • Tips on managing multifamily assets in today’s market