CMO Radio welcomes Jascha Kaykas-Wolf, former CMO of BitTorrent (now CMO at Mozilla), who discusses how to apply the agile methodology to your marketing program.
Learn how Kaykas-Wolf helped BitTorrent persevere through the negative publicity that comes with being a brand closely associated with pirated content. It's valuable insight no matter your industry.
"The biggest boon we had as an organization is around reputation management--we call it 'truth squad,'" he explained. "A big percentage of our resources on our communications team are dedicated to identifying any mentions of BitTorrent, whatever the source, and then reaching out to them to make sure that, one, we can establish a relationship, and then, two, we can introduce exactly what BitTorrent does."
Additionally, listen in on how Kaykas-Wolf created a dynamic platform for marketing a brand with multiple products.
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