A $3 million movie. Two big-budget remakes. And somehow, the original still wins.

Fifty years later, kids who've seen all three versions of Willy Wonka & the Chocolate Factory keep coming back to the 1971 film, not because it has better effects, but because it was built on something the others weren't. In this episode, we break down what that something is with the help of our special guest Kevin Rippon, Head of Marketing at Juniper Square.

Together, we explore what B2B marketers can learn from taking a distinct position, leading with credibility over spectacle, and structuring content that gets to the point fast.

About our guest, Kevin Rippon

A respected and resilient marketing leader, Kevin has held positions in product marketing, growth, digital, brand, creative, and experiential at different career stops with companies ranging from asset management to fashion to vertical SaaS. Kevin currently oversees Marketing at Juniper Square.

What B2B Companies Can Learn From Willy Wonka & The Chocolate Factory:

• Know your positioning and take a stand. Gene Wilder's very first scene as Willy Wonka, the cane, the limp, the unexpected somersault, wasn't an accident. It was a declaration. Kevin draws the parallel directly: "The marketing parallel is knowing your positioning or taking a position that's distinct and different." In B2B, most brands try to appeal to everyone and end up resonating with no one. The ones that win commit to a clear, unmistakable point of view, and don't apologize for it.
• Start with a credible message, then dial up the spectacle. The original Oompa Loompas were real actors. The CGI version in the remake looked slicker yet felt fake. Kevin sees the same trap in B2B content: "Start with a credible message and then work your way up from there in terms of spectacle." Great content isn't about how produced it looks. It's about whether the audience believes it. Credibility is the foundation; everything else is amplification.‍
• Don't needlessly preface, let content run downhill. Willy Wonka gets to the point fast. A few lines from Grandpa Joe and you're already inside the factory. Kevin has made this a governing principle at Juniper Square: "A principle that we actually have at Juniper Square that we set is don't needlessly preface or over preface things. I firmly believe in content like running downhill." Too much B2B content spends the first half justifying why the reader should care. The best content starts in the middle of the thing they already care about and never looks back.

"Do you have something to say about a particular topic? How can you establish the credibility around it? And then how do you sound different from everyone else, even in your language choices?"

Links

Connect with Kevin on LinkedIn 

Learn more about Juniper Square

About Remarkable! Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is "Solomon" by FALAK.

Create something remarkable. Rise above the noise.