Cookies After Dark: Insomnia’s Tom Carusona

Friend of the show, Tom Carusona, CMO of Insomnia Cookies, drops by for a full episode with the guys. The trio offer snap decisions on the state of influencer marketing. Tom talks about the key ingredients of making Insomnia a cult brand and shares stories about brand essence, pajama parties and other tasty marketing programs. John’s asks an unattainable Jerk to be a guest.Key topics & chapter markers (00:00) Too many marketers/Intro(01:30) Influencer marketing — more than just Kardashians(07:44) Stuck in the 70s, wishing for watercooler conversations (12:17) Cultivating a cult brand(21:54) Owning the night(26:12) Covid and The Cookie Lab(29:54) Positioning products for brand authenticity(33:15) Do cookies translate in Canada and the UK?(37:06) Warm cookies and cold pucks(39:54) Aramark: a bigger brand with bigger implications(43:40) Getting into marketing(47:14) Dear Hopelessly Unattainable GuestBackground Content"The State of Influencer Marketing 2023" - Influencer Marketing Hub"The Case for and against Micro-influencers" - Digiday "Hubspot State of Marketing 2023" - Hubspot"Insomnia Cookies teams with Justin Jefferson for special launch" -Bake Magazine"The secret ingredient to Mets '19 turnaround" - MLB.comConnect with Brian and John on LinkedIn:https://www.linkedin.com/in/brianmarks13/https://www.linkedin.com/in/john-l-young/