Meet Eric Cantini

As Senior Vice President and Chief Revenue Officer, Eric plays a critical role on Yalo’s leadership team. He’s deeply involved in business development, serves as an Executive Sponsor for key clients like M&T Bank, PruittHealth, and Jackson + Coker, and works every day to position Yalo as a true strategic partner, not just a vendor.

A Partner-First Mindset

When Eric talks about his work, one thing comes through clearly: partnership matters. He’s known across the team for his ability to align Yalo’s talent, strategy, and services around shared client goals.

“The best situations,” Eric says, “are the ones where Yalo and our clients act like true partners working toward the same objectives.”

Driving Impact at Scale

One project Eric is particularly proud of is Yalo’s work supporting a healthcare partner with a  new Continuing Care Retirement Community. This wasn’t a single-discipline effort. It was a full, integrated engagement that brought together UX/UI design, content strategy, copywriting, creative, WordPress development, paid media, and ongoing account and project management.

The best part? Our client got a cohesive digital experience that helped generate tours and build momentum for a major new community while reinforcing Yalo’s role as a long-term, strategic partner.

Tribe First, Always

Eric’s connection to Yalo runs deep. Having spent the past 10 years with the company, longer than any other role in his career, he leads with a strong sense of care and commitment.

“I always try to be Tribe First,” he says. That value shows up in how he supports teams, advocates for clients, and helps set others up for success. Eric is especially skilled at creating the right conditions for collaboration, ensuring teams feel aligned, empowered, and confident in the work they’re delivering.

He thrives on learning about new industries, new business models, and new challenges. That curiosity fuels his creativity and keeps his work fresh, no matter how long he’s been in the game.

Life Outside the Office

Outside of work, Eric stays just as active. He’s a big fan of adult team sports and can often be found playing ice hockey or co-ed sand volleyball. He also spends a lot of time cheering on his kids at their high school sporting events and in the spring, he takes on the role of Volunteer Assistant First Base Coach for high school baseball.

Eric’s leadership, partnership-first approach, and genuine care for Yalo’s people and clients make him an invaluable part of the team.

We’re lucky to have him helping lead the way, and even luckier to call him part of the Tribe.

There was a time when music genres were sharply defined. Rock was rock, hip-hop hip-hop, country country, you get it. Of course, that time is long gone. The music industry has since discovered that crossing boundaries is what makes music exciting, and the most revered musicians in history are the ones that weren’t afraid to swerve out of their lane. 

Hip-hop is a part of rock & roll because it comes from DJ culture. DJ culture is the embodiment of all genres and all recorded music, if you actually pay attention to it. -Chuck D

With music so goes culture. Just like your playlist is filled with artists who can’t be easily defined (not to mention jumps from genre to genre), culture no longer zeroes in on one thing. You stream a podcast, scroll a meme, watch a doc, then buy something based on nothing but “vibes.”

That’s how people live now. So why would we (I’m talking specifically about Yalo now) want to stay in one lane? Hence: we are all genres. It’s actually one of our core principles. 

We’re creative and strategic. Curious and focused and unified by the idea that the best work doesn’t come from playing it safe, it comes from blending influences that weren’t “supposed” to work together. That’s what modern marketing demands.

People Are Complicated. That’s a Good Thing.

Audiences are savvy and layered. Everyone has grown up being marketed to nonstop and are quick to recognize BS and pandering. To get their attention it’s important to offer something beyond a sales pitch. If you have a product that truly meets a need, great. Go with that. Tell the truth. If not, make them laugh or at least make them think. Be original, be it through product or marketing. 

Every day is a miracle. You’ve got to sing for your supper. – David Byrne 

For Yalo, being “all genres” means we don’t force brands into pre-packaged tones or trend-chasing templates. We listen first. Then we find the right mix of sound, style, and substance to connect with real people in real moments.

The Magic in the Mashup

Some of the most iconic music ever made came from breaking rules: Hip-hop sampling rock, country borrowing from blues, pop stealing from everywhere (seriously, what does the category “pop” even mean anymore?) 

Marketing works the same way. The strongest ideas happen when storytelling meets performance. When data mixes with intuition. When a brand’s heritage collides with where culture is heading next.

No one worries about genre when they’re dancing. – Skrillex 

Built for a World That Won’t Sit Still

So what does this mean for your brand? Well, the world moves fast. Platforms change. Algorithms shift. Audiences evolve overnight. Agencies must be agile and willing to shift quickly in order to produce work that stands out. 

For Yalo, “we are all genres” isn’t a vibe. It’s a strategy. It keeps our work flexible, relevant, and ready for whatever comes next. It allows us to move fast without losing soul, and scale ideas without sanding off their edge.

At the end of the day, being all genres doesn’t mean chaos. It means harmony. Different perspectives. Different disciplines. One shared goal: create work that cuts through, connects, and actually means something. And whether your brand needs to amplify its presence, refine its focus, or define a direction that hasn’t yet been explored, we’re ready to plug in and get noisy (or keep it acoustic, up to you!). 

Meet Rachel Gehrs

At Digital Yalo, the thoughtful and intentional work injected into our design work is a direct result of Rachel’s leadership. As Yalo’s VP, Creative Director, Rachel blends sharp strategic thinking with a deeply human approach to creativity, one rooted in curiosity, culture, and care for the people behind the work.

Leading Creativity, Day In and Day Out

In her role, Rachel oversees Yalo’s creative vision, guiding brand systems, visual identities, and campaign concepts from idea to execution. Day-to-day, that means collaborating closely with designers, strategists, and account teams to connect business goals to creative expression and make sure the work not only looks beautiful, but means something.

Work Inspired by Real-Life Design

One standout project Rachel loved working on was GenCap’s brand identity. Inspired by high-fashion influences (specifically Victoria Beckham’s ready-to-wear collections), the project was designed for an audience of affluent women, with a refined color palette and confident, modern sensibility. It’s a perfect example of how Rachel translates inspiration into strategy, creating work that’s aspirational yet grounded.

Creativity Rooted in Culture

Rachel’s creative philosophy is deeply shaped by her surroundings. Cleveland’s vibrant cultural scene with world-class museums and theater to major sports teams and incredible dining feeds her curiosity. A recent visit to the Cleveland Museum of Art’s Renaissance to Runway exhibition left a lasting impression, showcasing how centuries-old art can spark modern couture. That same idea, honoring the past while designing for what’s next, runs through Yalo’s work and values.

What the Team Knows Her For

Ask around, and you’ll hear a consistent theme: Rachel is a leader who trusts her team. She empowers people to do their best work without asking them to sacrifice what matters outside the office. She’s approachable, supportive, and relentless in advocating for her team, which is a rare quality. She’s someone who listens first and works hard to remove obstacles so creativity can thrive.

Life Beyond the Office

Outside of work, Rachel is all about family, fresh air, and staying active. Summers are spent outdoors with activities like gardening, playing catch, and tending to the family’s pandemic-era chicken project. She’s also often found at sporting events with her family, soaking in the energy of the city she loves.

She also just got a puppy, Arnie, named after Arnold Schwarzenegger. No joke. Rachel admires his ability to stay positive, reinvent himself, and accomplish wildly different things over a lifetime (she highly recommends the Netflix documentary!). It’s a mindset she carries into her own life and leadership.

Why Rachel’s Leadership Matters

At Yalo, creativity isn’t just about aesthetics, it’s about intention, trust, and impact. Rachel Gehrs embodies that belief every day, leading with vision, empathy, and an unwavering commitment to both the work and the people behind it.

At Digital Yalo, strategy and creativity get a lot of attention, but behind every successful campaign is our Account Management (AM) team making sure it all clicks. They’re the relationship drivers, the dot-connectors, and the calm in the storm. They’re trusted partners who make sure our clients don’t just get work delivered, they get solutions that move the needle.

What Account Management Really Means at Yalo

At its core, account management here is about owning the client relationship. Our AMs dig deep to understand a client’s goals, challenges, and bigger picture, then translate that into actionable strategies with our internal teams. They oversee timelines, budgets, and quality while also helping clients see the strategic value behind the work.

Unlike agencies where AMs act as order takers, Yalo’s team is wired differently. We don’t just check boxes. We ask questions, anticipate needs, and bring proactive ideas to the table. As one of our AMs put it: “We’re true partners with our clients. We want what’s best for them, not just what’s best for the agency.”

Strategic Thinkers and Problem Solvers

Whether it’s navigating a tough feedback round, re-scoping a project, or mapping out a massive website launch on a tighter timeline than expected, our AMs thrive on problem-solving.

When one client pushed their launch date up by months, the AM team worked with both the client and internal teams to create a phased rollout plan. The client felt heard, internal teams weren’t burned out, and the launch still happened on time with a roadmap for post-launch priorities. That’s the kind of balance and foresight that turns challenges into wins.

Building Trust That Lasts

Trust is the foundation of every great partnership, and our AMs take that seriously. Transparency, consistency, and reliability guide everything they do, whether it’s setting realistic expectations, owning a mistake, or celebrating client wins.

Our philosophy: clients should never be left guessing. That means proactive communication, status updates before they’re asked for, and solutions before problems escalate. Over time, that approach builds credibility and shows clients they’re in good hands.

Relationships Beyond the Work

At Yalo, relationships don’t stop at deliverables. Our AMs genuinely care about clients as people, like what motivates them, what they value, even what’s going on in their lives outside the office. That human connection makes the partnership real and long-lasting.

As one AM put it: “The real value we bring goes beyond the data—it’s in the problem-solving, the strategic thinking, and the connections we make. We’re responsive, calm in hectic situations, and always willing to go above and beyond.”

At the end of the day, Digital Yalo’s “secret sauce” isn’t just in our ideas. It’s in the connections our Account Management team makes and the trust they build. 

If there’s one thing few people argue about in the world of sports, it’s that mascots rule. Even the ones that are literally just a teenager jumping around in a cheap costume have the ability to make even the grouchiest fan smile. One of the biggest names in the game is Blooper, the Atlanta Braves’ lovable spokes…thing. Though relatively new to the world of mascots, his antics have skyrocketed him into the ranks of Mr. Met or those weird-looking presidents that run across the field at Nationals games.

That’s why, as Cortland Apartment Communities’ agency and mascot enthusiasts, we jumped at the chance to work with Blooper. Even better, we got to pair Cortie and Blooper as the best of frienemies. But let’s back up for a second.

As part of Cortland’s partnership with the Atlanta Braves, we were given the opportunity to film on-field content to complement signage around Truist Park. Naturally, we wanted to bring together two legendary mascots in some way. But how? We tossed around ideas: having them go on a date, having Cortie run the bases, even bringing in other mascots for a “training day.” Eventually, we landed on Cortland’s tagline: Next Level Living. And since Blooper represents Next Level Baseball, it was time to see who was truly the most Next Level.

Through a series of wacky challenges, Blooper and Cortie tried to one-up each other—until Cortie finally emerged victorious. Why? Because he lives at Cortland. Also because he can do a pretty cool handstand walk.

The video not only lives online at cortievsblooper.com, but imagery from the shoot also made its way onto signage around Truist Park, where passersby can pose with Blooper and Cortie.

From on-field video to park signage to shareable social moments, the Cortie vs. Blooper matchup created a cohesive story that strengthened Cortland’s visibility with Braves fans while reinforcing its own brand promise. That’s the kind of work we call Next Level.

Meet Jorge Garcell

In every company, there are those standout individuals who make an indelible impact—people whose dedication, expertise, and attitude elevate the entire organization. Today, I want to shine the spotlight on one such remarkable employee whose contributions have gone above and beyond expectations: Jorge Garcell.

Not only does Jorge bring a wealth of knowledge and a work ethic that never falters, but his thoughtful approach to every task, no matter how big or small, has set him apart. 

A native of Venezuela and now a resident of New Jersey, Jorge has a deep appreciation for the country he lives in and a true zest for life. He always, no matter what, has a great attitude and positive outlook! He is a friend to all, passionate about life, his work and his family. He and his wife recently became grandparents to a beautiful baby girl named Emma! Jorge loves being a grandpa/abuelo and would be pleased to show you baby pictures upon request! 

Unmatched Expertise

One of the first things you notice about Jorge is his deep knowledge as a Senior Developer. He has a remarkable ability to grasp complex concepts and break them down into understandable, actionable insights. Whether it’s troubleshooting a tricky technical issue or explaining processes to clients or me, his expertise shines through. Clients have repeatedly praised his ability to quickly assess challenges and offer clear solutions. It’s not just what he knows, but how he conveys it that makes him so special. 

Hard Work & Dedication

Jorge is the epitome of a hard worker. He doesn’t just meet expectations—he exceeds them every single time.

He has consistently demonstrated that no task is too small or too big to tackle with the same level of commitment. Whether it’s staying late to ensure a project meets its deadline, deploying something over the weekend,  or putting in extra effort to make sure every detail is perfected, his work ethic has been a cornerstone of his success and a huge asset to the company.

Thoughtful and Empathetic

What truly sets Jorge apart, however, is his thoughtfulness. He’s not just concerned with getting the job done; he’s invested in making sure the experience is positive for everyone involved! He takes the time to listen to others, carefully considering their perspectives and concerns before taking action. This thoughtful approach builds strong, trusting relationships, and creates a collaborative, inclusive environment where ideas are shared freely.

It’s not every day that you come across someone as dedicated, knowledgeable, thoughtful and energetic as Jorge. He sets the bar high and his contributions have made a lasting impact on me and Digital Yalo! We are lucky to have him!

At Yalo, we believe that true success lies not just in the destination, but in embracing the journey along the way. It’s not just about completing projects or hitting milestones. We want to focus on enjoying the ride, navigating through the highs and lows, and always looking for ways to improve as we go. 

In the fast-paced world of digital marketing, we know that the road to success isn’t always straight. There are bound to be ups and downs, unexpected detours, and yes, the occasional stop for Funyuns. But it’s this very unpredictability that makes the journey so exciting and rewarding. This mindset isn’t about simply staying on track, it’s about leaning into the twists and turns with positive energy and enthusiasm.

Navigating the Highs and Lows

The highs are exciting, no doubt. The moments when everything clicks: When a campaign outperforms expectations, or a creative idea transforms into a stunning result. Those moments remind us why we do what we do. But it’s the lows that teach us the most. In those challenging moments, when things don’t go as planned or when the results don’t reflect our effort, we embrace the opportunity to learn and grow.

At Yalo, we know that true growth happens when we face challenges head-on and stay determined to improve. Every low moment is an opportunity to refine, rethink, and push ourselves to get better. 

The Unexpected Stops 

Of course, no journey is complete without a few unexpected stops. The road ahead might take a detour, things might not go as expected, or sometimes, we might just need a break to enjoy a snack (because who doesn’t need a road trip snack every now and then?). These moments, while seemingly small or even distracting, are part of what makes the journey enjoyable and fulfilling.

Here at Yalo, we embrace these stops, whether they offer a laugh, a creative pause, or a chance to reconnect with what’s important. A sense of humor  and a willingness to find balance make everything more enjoyable. The tour, after all, is just as important as the work itself. 

The Power of “Embrace the Tour” in Client Work

When it comes to delivering outstanding results for our clients, this mindset of embracing the journey makes all the difference. At Yalo, we don’t just deliver on what’s asked. We aim to push ourselves to go above and beyond. We stay adaptable, ready to make improvements at every turn, and we never settle for “good enough.”

The power of embracing the tour is about continuously improving, even when things are already great. It’s about pushing past comfort zones and always striving for the best work, knowing that the journey is what makes the final result that much more meaningful.

A Mindset for the Future

In an industry where trends change quickly and competition is fierce, standing still isn’t an option. Embracing the Tour is a mindset that ensures we never stop evolving, learning, and improving. It’s about being agile, staying positive, and constantly striving to do better, no matter what. This kind of work makes our work better, but it also makes our team stronger because we’re all on the road together.

If you’re looking to elevate your own work, our advice is this: Embrace the ups, learn from the downs, and always make room for a little Funyuns and humor along the way. In the end, it’s that balance and commitment to continuous improvement that will make all the difference.

By Brittany Lavy

Meet Melissa Ito: The 24/7 Creative

Digital Yalo hasn’t been the same since Associate Creative Director Melissa Ito joined our agency. She’s a creative powerhouse. When Melissa isn’t being creative at work or being a rockstar mom of 2, she can be found crafting landscapes and ecosystems within games such as Animal Crossing and Minecraft. She simply can not go a day without creating. 

An Invaluable Asset

Melissa is an expert at bringing creative concepts to life through digital media. She manages design workshops with clients, brainstorms UI concepts for projects, executes cohesive visuals across multiple channels and offers her wisdom and talents to anyone and everyone who needs her. 

Melissa has not only become a fundamental part of our team but an extremely valuable asset to our process. She has brought new practices to our agency that have helped our team and clients surpass their goals and expectations. 

Melissa’s Influence to Those Around Her 

One of Yalo’s values is to Amp it Up to 11, meaning we are always working to improve and deliver the absolute best work to our clients. Melissa embodies this approach fully. One phrase she uses that always rings true to me is “I think we can explore this more.” 

Melissa is constantly exploring ideas and concepts. When she’s not pushing boundaries herself, then she’s pushing her teammates to keep designing outside of the box. You think you’re done designing this section of the website? You’re not, keep exploring. This mindset has helped us push even further by throwing out the old and keep tip tapping away to a more impactful design. 

Melissa’s impact on our team is undeniable. Her dedication to exceptional UI solutions, combined with her boundless creativity, has elevated our work and strengthened our entire department. As a vital force within and beyond the UX/UI team, she continues to push boundaries, inspire innovation, and drive our success forward.

There’s a moment in music history that changed everything. When Bob Dylan plugged in his electric guitar at the Newport Folk Festival in 1965, it was a declaration: the world was evolving, and music had to evolve with it. The purists scoffed, but Dylan saw the electric guitar not as a replacement for folk music but as a way to amplify its impact. The result? A new era of sound that pushed the boundaries of what was possible.

At Yalo, we see AI the same way. It’s not here to replace creativity, it’s here to amplify it. That’s why we’ve spent the last year developing AMPLIFI, our proprietary process for integrating AI into every facet of our agency. Much like the artists who shaped rock & roll, we’re not just adopting new tools; we’re shaping the future of how they’re used. And just like rock music didn’t kill live performances—it made them bigger, bolder, and more electrifying—AMPLIFI isn’t replacing our talent. It’s giving them the means to amp it up to 11!

Training the Band, Not Just Adding New Instruments

The greatest bands didn’t just pick up new instruments and hope for the best. They learned how to master them. The Beatles didn’t stumble into pioneering studio techniques; they experimented, innovated, and learned. That’s exactly what we’ve done with AMPLIFI.

Instead of simply handing our team AI tools and saying, “Figure it out,” we made a bold investment: we created a structured training program to ensure that every single member of our tribe—whether in operations, media, or creative development—knows how to harness AI effectively. AMPLIFI isn’t just a piece of software or a new workflow. It’s a mindset shift. It’s our way of ensuring that AI doesn’t just exist in our agency, it enhances everything we do.

AI as an Amplification, Not the Replacement

There’s a difference between evolution and replacement. When synthesizers came onto the scene, they didn’t replace guitars—they expanded what was possible in music. AI is the synthesizer of the marketing world. It’s not here to write our stories, strategize our campaigns, or concept our creative. It’s here to help us create faster, sharper, and even more resourcefully. 

With AMPLIFI, we’re integrating AI into:

• Creative Development – Providing new ways to visualize, iterate, and innovate without losing the human touch that makes great creative work sing.
• Media Strategies – Enhancing data analysis, audience insights, and campaign efficiency to hit the right notes with precision.
• Operations – Automating the tedious so our people can focus on strategy, relationships, and big-picture thinking.

And that’s just to name a few. Hey, we can’t give away every ingredient in our secret sauce.

Every major shift in music—whether it was MTV changing how artists connected with fans or streaming services reshaping how music is distributed—has been met with resistance. But the artists who embraced these changes didn’t just survive; they thrived. AI is our industry’s next big shift, and at Yalo, we’re not just riding the wave, we’re playing lead guitar.

Why AMPLIFI Matters

We’re living in a time where many agencies are taking a wait-and-see approach to AI. They’re hesitant, uncertain, or even dismissive of its potential. That’s not how we operate. We believe in being ahead of the curve, setting the tempo, and ensuring our team has the knowledge and confidence to use AI to its fullest potential.

Because here’s the truth: AI in marketing isn’t a fad. It’s not going away. And just like rock & roll, it will keep evolving. The question is, who’s going to step up and own it? At Yalo, we’ve made our choice. We’re not just accepting AI—we’re amplifying it.

So plug in, turn up the volume, and get ready. The future isn’t waiting, and neither are we. This is AMPLIFI. And trust us, the show is just getting started.

Our souls are singing. Is yours? I’d love to chat with you about how Yalo can make AI work for your brand. 

At Digital Yalo, we have a list of values that motivate us every day to do our best work for our team and our clients. One of our favorites is Amp It Up to Eleven. It’s not just a catchy phrase, it’s part of how we approach every project. The idea is simple: why stop at 10 when you can go beyond? It’s about pushing ourselves, our work, and our clients to go further, think bigger, and do something unexpected. 

Never Settling for “Good Enough”

For us, “good enough” isn’t the goal. We believe that even the best work can always get better. That doesn’t mean we’re constantly dissatisfied—it means we’re always looking for ways to improve, even when things are on track. Whether it’s tweaking an idea or finding a way to make something stronger, we’re always thinking about how we can go one step further. It’s not about being perfect; it’s about always striving to make the work better and delivering something we’re truly proud of.

Shaking Things Up

At Digital Yalo, we like to shake things up. We love doing things that break the mold, whether it’s trying something completely new or pushing a creative boundary that’s never been crossed before. We want to encourage our clients to do the same. With performance and results at the forefront of our minds, we like to think outside of our comfort zone and try something that makes people stop and think. 

Doing something unexpected isn’t just about being bold for the sake of it—it’s about creating opportunities for deeper, more meaningful conversations that make a real impact for our team and our clients.

Finding and Amplifying Your Brand’s Soul

Every brand has a soul, and our job is to find it and let it shine. This is where “amping it up” comes in. It’s about turning up the volume on what makes your brand unique and giving it the attention it deserves. In marketing, there’s plenty of noise and competition – we want to make sure your brand’s voice is heard loud and clear. The aim is to amplify that voice so it resonates with the right people, in the right way.

Going Beyond the Expected

We don’t just want to meet expectations—we want to blow them out of the water. Sure, we’ll deliver what was asked for, but we’re always thinking about how we can go above and beyond. Sometimes that means pushing the creative envelope, other times it’s offering a new perspective that takes things to the next level. Whatever it is, we’re always looking for ways to make the work stronger, more creative, and more impactful. It’s about adding value that goes beyond what’s expected and showing up in ways that make people say, “Wow.”

Collaborating for Better Results

We believe that when we work together and bring our different perspectives to the table, we can come up with ideas that are even bigger and better than what any one of us could do alone. This isn’t just true for our internal team; it’s also true when we partner with our clients. 

We want to help them see the bigger picture and explore opportunities they might not have considered. It’s not just about getting the job done—it’s about creating something that grows, evolves, and ultimately makes a bigger impact.

Amping It Up

Whether it’s shaking things up, amplifying your brand’s true voice, or simply going that extra mile to make sure every detail is spot-on, we’re always aiming for more. Because when you’re not stopping at 10, there’s always something new and exciting just around the corner. And that’s the kind of work we love to do.

If you want to amplify your brand and make an impact, we’re here to help.

Meet Chris Dawson: Yalo’s Hot Dog Man and Tech Innovator

Welcome to Digital Yalo’s monthly employee spotlight. This space is held to shine a light on the talented thinkers and makers behind the scenes who make Digital Yalo the award-winning agency it is.

Our team boasts a diverse group of talented, smart, and dynamic professionals. And each spotlight will showcase and celebrate their unique contributions and impressive work.

So, without further ado, let’s meet this month’s star and discover the stories, skills, and obsessions that make Digital Yalo the hub of innovative thinking that it is.

Today, we’re excited to introduce Chris Dawson, a Senior Developer who’s been with Yalo for what feels like forever—and for good reason. Chris’s impact on the tribe and our clients is undeniable, and his expertise, leadership, and unique personality are key to his success.

Carrying Primrose to New Heights

Chris isn’t just a developer—he’s the driving force behind the success of the Primrose project, working closely with a contractor, Andrew, to turn the project around. Together, they optimized site speeds and tackled all other tasks necessary to bring Primrose to a great place. Thanks to their leadership and technical expertise, Primrose has become a strong success, with the client continuing to return for more. Chris’s problem-solving skills and ability to think outside the box have made him a standout figure within Yalo and with clients alike.

Mentorship and Leadership

Chris’s contributions go beyond code. As a mentor, he’s helped shape the next generation of developers at Yalo. Whether he’s guiding interns or supporting junior developers, Chris has a knack for making complex concepts simple while also pushing his team to grow and improve. His leadership isn’t just about teaching; it’s about empowering those around him to become better versions of themselves.

Beyond the Code: The Man, the Myth, the Hot Dog Enthusiast

Outside of work, Chris enjoys a mix of unique and entertaining interests. From baking and cooking to hitting the golf course or spending time at the range, Chris knows how to make the most of his time away from the computer. (He’s also known for asking the age-old question: Is a hot dog a sandwich? Feel free to debate that one with him!)

Living in North Carolina, Chris balances his love for tech with his love for the outdoors, which probably helps keep him sharp for the next big project.

Wrapping Up

Chris Dawson is more than just a Senior Developer at Yalo—he’s a mentor, a problem solver, and the backbone of many of our most successful projects. His leadership and innovative thinking keep Yalo at the cutting edge, and we’re lucky to have him on the team. Here’s to Chris and the amazing work he continues to do!

Ah, Crocs. Once upon a time, they were the foot-things we loved to hate. First marketed as boat shoes back in 2002, they were quickly banished to the realms of “ugliest footwear ever.” Yet here we are, decades later, watching Crocs not just survive but thrive. What on earth happened, and more importantly, what lessons should brands take from Crocs? 

Let’s dive in.

From Utility to Individuality: A Lesson in Amping It Up

When Crocs first launched, they were known for their functionality. Designed for comfort and durability, they were utilitarian to a fault—practical but lacking personality. They were, essentially, the sensible shoe your middle school teacher wore to do yard work. But in 2017, under new leadership, Crocs made a radical shift. Instead of focusing on what their shoes did, Crocs began to focus on what they could mean: a symbol of joy, self-expression, and yes, even style.

The pivot required them to go beyond what was merely expected or necessary, leaning into unexpected and over-the-top moves to demand attention. The brand started to pump out partnerships with everyone from Post Malone and Justin Bieber to fast-food icons like KFC. (Yes, they made fried chicken Crocs—complete with a drumstick Jibbitz™ charm). These collaborations were fun, unexpected, and just the right amount of outrageous, amplifying Crocs from “comfort wear” to a bold, if still questionable fashion statement.

This is a textbook example of what we at Digital Yalo like to call “Amping It Up to 11.” Crocs didn’t stop at merely shaking their old, practical reputation; they cranked up the individuality and let loose with wild collaborations and off-beat charm accessories. And frankly, anything less would likely have been insufficient.

A Visionary Journey: Embracing the Tour

To be clear, this resurgence didn’t happen overnight, and it certainly wasn’t a straight shot. By 2008, Crocs was practically on life support, hemorrhaging $185 million and cutting thousands of jobs. The stock had plunged, the business was in shambles, and it would’ve been easy to simply refocus on what was safe and comfortable. But rather than retreat, Crocs doubled down on a long-term strategy rooted in self-expression and individuality. 

They knew where they wanted to go—they just had to be patient enough to make the journey.

This is what we at Digital Yalo like to call “Embrace the Tour.” Crocs had a vision of where they wanted to be, and they weren’t deterred by short-term losses or missteps. They didn’t panic when the seas got rough; instead, they leaned into the tour, adapting their strategy and committing to a path that was uniquely their own. Today, they’re forecasted to hit $5 billion in sales by 2026. That’s what happens when you stay true to your destination and weather the obstacles along the way.

Inclusion and Authenticity: A Genre for Everyone

One of the key ingredients in Crocs’ recipe for success is their unapologetic embrace of individuality—something we value here at Digital Yalo as “We Are All Genres.” 

By positioning themselves as a blank canvas for self-expression, Crocs tapped into a universal truth: people want to feel included and authentic, no matter how quirky or niche their tastes. Crocs let people be a little bit extra (or a lot extra) and celebrate it, whether it’s with a mini ranch bottle charm or a platform heel so chunky it doubles as an ankle workout. In the world of Crocs, there’s a shoe for everyone, and everyone is welcome.

The takeaway? Crocs didn’t merely follow a trend—they made one. By going big on the unexpected and embracing the long haul, they’ve turned a former fashion faux pas into a cult favorite. It’s a reminder that true brand success isn’t just about filling a need. It’s about connecting with people in ways that matter to them, leaning into bold ideas, and staying committed to a vision.

So, next time you’re looking to Amp it Up or Embrace the Tour, take a page from Crocs’ playbook: make it memorable, make it bold, and never shy away from a little fun along the way.

By Savannah Kopp

Welcome to Digital Yalo’s monthly employee spotlight. This space is held to shine a light on the talented thinkers and makers behind the scenes who make Digital Yalo the award-winning agency it is.

Our team boasts a diverse group of talented, smart, and dynamic professionals. And each spotlight will showcase and celebrate their unique contributions and impressive work.

So, without further ado, let’s meet this month’s star and discover the stories, skills, and obsessions that make Digital Yalo the hub of innovative thinking that it is.

First up, Jordan Talpas, Senior Project Manager at Digital Yalo. From the mountains of Colorado, she brings the heat—even if she only likes the cold.

A Beacon of Female Leadership: The Adventurer Who Guides Our Projects

Energy and diversity are critical to how Digital Yalo defines itself in the agency world, particularly in an industry often dominated by male voices. We pride ourselves on having women leading women, and Jordan’s leadership exemplifies this spirit.

What Jordan Does at Digital Yalo

She’s the reason our projects flow smoothly, ensuring the whole team is in sync and fully briefed.

How Jordan Shaped My Career

Starting out fresh from college in the bustling world of digital marketing was overwhelming, to say the least. That’s where Jordan came in. She taught me the ropes with a focus on process and critical thinking as a mandatory precursor to any project. 

Her mentorship has been transformative for my confidence and skills, and it pours from her own leadership mantra: “Stay organized and follow the process.” 

It sounds simple, but it’s her consistent application of these principles that breeds success. Under her guidance, we’re not just completing tasks; we’re excelling at them, and our clients can feel — and see — the difference.

Wrapping It Up

Jordan isn’t just managing projects; she’s crafting a legacy of empowered leaders and successful strategies. Our work is about creating connections that go beyond business, and Jordan embodies this in everything she does. It’s her way of carrying herself that highlights her formidable strength and capabilities. 

On January 25, 2024, Yalo welcomed the wonderful high school students in the NextGenAtl program to our offices. Next Gen closes the opportunity gap for under-resourced high school students in Atlanta through exposure and support. We were proud and excited to host them.

This connection was made through our active participation in The A Pledge here in Atlanta. We are proud, inaugural members of The A Pledge and are fully committed to its mission. The A Pledge is a call to Atlanta advertising and marketing agencies to come together in a committed effort to create inclusive opportunities within our industry. Over the next decade, we will make the changes needed to ensure our teams reflect the diversity of our community. As we do, we will see systemic opportunity grow in our industry, our city, and our nation.

Next Gen partnered with The A Pledge, creating opportunities for its member agencies to host local high school students. The goal was to share and discuss our world of marketing with the high school students, helping them understand what it is like to work in the marketing field. We wanted to give them a clear perspective on the multiple ways for them to pursue a career in marketing. 

We kicked off with a little dinner because we got started late in the afternoon, as they took buses after school to our offices. While the students ate, I gave an overview of Yalo, what type of agency we are, how we do our work and who some of our clients are. After that, we created a ‘tour’ for them through the different departments of our agency which included Creative, Account Management, Development, Talent Acquisition, and Executive Leadership. The students were put into 5 separate groups, which each started at a different Yalo department. 

A Yalo leader from each of these departments spoke to the students for 10 minutes, and then we rotated the students to the next department. During each 10-minute session, each leader spoke to the students about what it looked like and what it meant to be a marketing professional with a specific skill set, such as Creative, for about 6-7 minutes with 3-4 minutes for questions from the students. Each session was very interactive and engaging for the students. The students interacted at a high level and offered some very enthusiastic questions. 

Seeing their energy and enthusiasm at the late hour of the day was infectious. Our team fed off them and did our best to try to match them! I led the Executive Leadership session. And after sharing with each group the story of how I started Yalo, I asked every student 1 by 1 ‘why were you interested in attending this event’. One, very transparent student, noted ‘to be honest, I forgot we had an event tonight, so here I am!’ I truly appreciated his honest answer, and it put a smile on my face! Overall though, that answer was really the outlier compared to many of the others I received to my question. I was thrilled to hear that many of them had already started their own businesses (AR app game developer, hairstylist, among others). I can tell you that I was not thinking about such things and asking these types of questions as a high school student back in the 1980’s!

At the end of the day, while it was exhausting to conduct 5 mini-seminars in rapid succession, it was exhilarating and inspiring to hear these students talk about their own passions and interests. It was a fulfilling evening helping them think through the possibilities of a career in marketing.

We are thankful to The A Pledge for creating such a great opportunity for Yalo. We are thankful to the students who took the time to visit us at Yalo. I can only hope that they got as much out of the evening as our Yalo team members did. I can tell you that I walked away from the event excited about how the next generation will shape the future of marketing!

As the season of gratitude unfolds, we find ourselves pausing to reflect on the incredible journey this year. Thanksgiving is not just about turkey and trimmings; it’s a time to express our deepest appreciation for the wonderful connections we’ve made and the incredible moments we’ve experienced together.

The Yalo Tribe shares their Attitude of Gratitude –

From CEO Arnold Huffman:

To our Yalo Tribe, I am grateful for our team’s commitment to improvement. We have learned and excelled at improving our ability to deliver, getting more efficient and more effective with every move we make. The transformation we have come through this year is nothing short of amazing. We are so fortunate to have a Tribe that will adapt to achieve excellence. We continue to get better with every step forward and it is all due to the commitment of our Tribe to move Up and Right. You don’t get honored by the Inc5000 as one of the top 5000 fastest growing companies in the US by getting lucky. We have the best damn team in the biz…bar none.  Thank you, Thank you, Thank you.

Brian Eisenberg

I am thankful for 9.5 years of sobriety and for the love and support of my family and friends along the way. I am thankful for having the ability to appreciate the beauty of nature and the environment in which I live up in the mountains.  I am thankful for Starlink which allows me to make that all possible! For my health and wellness, for modern medicine, and the ability to always learn something new.

Brittany Lavy

I am thankful for a wonderful team I get to work with each day and an amazing boss who puts so much time into mentoring me to help me reach my professional goals. I am also very thankful for my partner who provides me with endless support and of course my fluffy kitty son who happens to be me entire world (right next to Taylor Swift who I am also tremendously grateful for). Lastly, I’m thankful for myself and pushing myself towards new opportunities to grow over the past few years.

Danielle Fitz-Randolph

I am thankful for my fiancé, my friends, and my family. I am thankful for all the amazing people that I work with. Lastly, I am thankful for music, travel, sports, and living close to the beach (my happy place).

Denise Brilliant

I am endlessly grateful for the joyous journey of working alongside cherished friends for the last 10 years. Together, we’ve turned ordinary moments into extraordinary memories, and my heart overflows with gratitude for the love and collaboration that has made it all possible.

Eric Cantini

I’m thankful that I get to work with a great group of very talented people. I’m thankful that my kids spend time with me, and I’m thankful that my wife still likes me. I’m thankful for football, dogs, hockey and baseball (in that order). And apple pie.

Jorge Garcell

I am thankful for my wife and kids, I am as well thankful for this country and the generosity that it has shown to me and I am also thankful for the great feeling of belonging to this tribe.

Juliet Tyma

I am grateful for my wonderful family, friends and my health this year along with my awesome Yalo work family! I have grown and learned so much this year, mainly from all the amazing people in my life.

Kate Castrovince

I am forever thankful for the Best Mom Ever, my best friend, and my kids’ favorite person! She unexpectedly passed away earlier this year and I’ve been trying to turn my indescribable pain and grief into gratitude … being thankful for every single thing about her because every single thing was amazingly beautiful and wonderful! There are really no words to describe her greatness! I am so incredibly grateful for my family and friends for being there for me through it all and still talk about Mom and show up when I need them. And, I can’t thank Yalo enough for letting me take time away with no questions asked. And for the people I work with … that stepped up without a second thought and no complaints even though I know they were so busy; and offered prayers, support, perspective, inspiring words, hugs and love. I will never forget the kindness I’ve been shown and will do my best to pass it on.

Kenny Wuerstlin

I’m thankful that I finally watched The Sopranos. I now finally understand the endless amount of internet memes that make use of scenes, characters and phrasings from the show. I mean, I feel like I understood the memes, but now I get the context of what was happening. For that I am thankful.

I am thankful for all my family and friends that have been incredibly supportive of my wife and I this year as we embark on parenthood. I am also looking forward to being delusional and “out of it” as if I were drunk but without all of the drinking, because I will not be sleeping.

I’m thankful for my wife and the incredible job she has done this year in preparing our future little one to enter the world. It truly is remarkable. I guess I am thankful she is doing this and not I. I don’t think I’m strong enough to do what she is doing, but am thankful she is.

Maggie Tyma

I am thankful for the loving and beautiful community of chosen family I have built. These people teach me every day the meaning of love, strength, patience, generosity, and hope.

Nancy Cramer

I’m thankful to have found my Tribe. I worked as a consultant for 7 years prior to joining Yalo. I didn’t realize how much I missed being part of a team until I started here.  Working with people I love, doing work that I love is incredibly rewarding and fulfilling.  I never take this for granted and am grateful to be part of this Tribe!

I’m so thankful to both Arnold and Josh for giving me the opportunity.

Natalie Dutton

I’m thankful for the ability to create and connect with local artists! This year, I started a watercolor painting class – being around so many talented creatives is both encouraging & inspiring. I learn something new from them every class I go to and creating art alongside them reminds me to pause & appreciate the world around me.

“The essence of all beautiful art, all great art, is gratitude.” – Friedrich Nietzsche

Sabrina Matthews

This year was a year of many changes for me. I finally found a workplace (Yalo) I feel I will stay with long term, and I was in search of this for a couple years now. Now I feel very content in my career and feel great about its trajectory. In my personal life, my children moved with their biological mom, after residing with Brandon and I for 4 years. This was a sad change in the beginning, but over the year, I found the positive side to this as well. This space allowed my kids and us to miss each other, and little did I know, kids are a lot nicer and more grateful when they don’t have access to you 24/7. Haha! It improved our relationships all around the table. It also allowed for my husband and I to spend time together a lot more now, we have had our kids since I met Brandon, so our early years was full of, child duties more so than dates and spending alone time. So I am very thankful we finally got the space to spend together and grow closer. I feel like everything aligned as it needed to, and hopefully soon we can add on to our family in the next year or so.

Savannah Kopp

I’m grateful for supportive co-workers who make work enjoyable, a passionate volleyball team that makes coaching a joy, and the love of my family, boyfriend, and my dog Rick.

Scott Efferson

I’m thankful for my beautiful, amazingly strong, and slightly spoiled daughter, Ellie, and for all the people, from parents and therapists to colleagues and friends, who have helped and made it easier for me to take care of her this past year. I’m forever grateful.

From our table to yours, Happy Thanksgiving! 🦃

If you were an 80’s kid, you may have missed the birth of Hip Hop in the 70’s because you were too young, but you didn’t miss out on the RISE of Hip Hop, and its Golden Era of the 80’s. The world was exposed to a mind-bending, rapidly-expanding genre of music and culture emerging from the urban core of New York City.  New York City was already the mecca for basketball (Madison Square Garden and Rucker Park). But now there was a new soundtrack accompanying the sport of basketball and its athletes. Hip Hop was an amazing confluence of style, art, dance, music, storytelling, and lyricism. Put it in the blender and out came this vivid, vibrant, and powerful new culture. It was exciting. It was fresh (and yes it was ‘fresh’). It was ‘off-the-grid’, especially for the rest of America, especially suburban and rural America. The beats and scratching, the stories, the sneakers and track suites, the graffiti, and breakdancing gave kids like me in suburban Ohio a new canvas to imagine the world upon.

I remember hearing Hip Hop for the first time. It was 1984 and rap was exploding, I just didn’t know it yet. My friend and neighbor from across the street ran over to my house on a Saturday night and dragged me to his house. His stereo was on, and he had somehow picked up an FM station from Detroit that night. It was the Saturday Night Mix Party. They were playing a mash up of rap tunes from NYC. The sounds and voices we heard blew our minds, literally. This new fantastic thing was so far off the grid of what we usually heard and what we knew. We started recording it every Saturday night on his double tape deck, with 2 double-sided Maxell 90-minute tapes (that is 6 hours of music!), front to back, the entire show. We would listen to those tapes all week, wearing them out. We couldn’t get enough. We loved every beat, rap, rhyme, story we heard. It became a weekly ritual for a long time. We got indoctrinated to Kurtis Blow, Whodini, The Fat Boys, Whistle, The Sugarhill Gang, Grandmaster Flash and the Furious Five, and of course Run DMC that year in 1984. Somehow, I was able to convince my parents (I was 14 at the time) to let my buddy (he was 16) drive us to Cleveland for the Fresh Fest II. It was the congregation of the biggest rap acts at the time. It was to be my first concert ever. That night we witnessed Matronix, Kurtis Blow, The Fat Boys, Whodini, and Run DMC. I smelled weed for the first time. I had my first ever concert tee snatched right out of my hand. And I loved every second of it. I am sure we looked like 2 fish out of water (2 ‘burb kids – 1 white, 1 Asian) in a sea of black folks, but we rapped and danced right along with everyone else because we knew every lyric. 

I jumped in with both feet into the Hip Hop culture. Boom box, check. Adidas sneakers, check. Track suits (and eventually Starter jackets), check. Gold chain, check (still wear it every day). Turntable, check. Stacks of 12 inch vinyl singles, check. Heavy bass, check. The only thing I didn’t buy was the Kangol hat because I couldn’t pull it off. We took weekly trips to the local record shop to get the latest records, hot off the streets of NYC. More records, more tapes. I am proud to say that I still have all of my original rap vinyls from the 80’s. Public Enemy’s eponymous first album, literally one of the greatest recordings of all time. Run DMC’s first 3 albums. Multiple Fat Boys’ 12 inches. The Beastie Boys first album. N.W.A’s first EP (before they even had a full album). To name a few, and keepers for sure. 

Since the 70’s, Hip Hop has exploded. The music, the art, the fashion, and the culture; Hip Hop is now global. Over the 50 years of Hip Hop, the new artists have continued to push the boundaries every year, continuing to tell their stories, expanding the art form. We have many Hip Hop fans in our Yalo Tribe. One is even a lyricist himself (in his spare time).  Here are a few of the Tribe’s favorites in no particular order:

Arrested Development, LL Cool J, Beastie Boys, 3rd Bass, Drake, Bone Thugs-N-Harmony (shout out to the 216!), Wu-Tang Clan, Fugees, Dr Dre, Lil Wayne, 2Chainz, Pharcyde, Ice-T, Ice Cube, Aesop Rock, Jurassic 5, Kendrick Lamar, Timbaland, Killer Mike, Childish Gambino, Royce da 5’9”, J Cole, TI, Mos Def, Planet Asia, Nipsy Hustle, 50 Cent, Snoop, Biggie, Tupac, EPMD, Jay-Z, OutKast, Eminem, Ludacris (the 404!), Missy Elliott, Eric B & Rakim, De La Soul and of course A Tribe Called Quest

My musical tastes have expanded over the years, but Hip Hop will always be my first true music love. Hip Hop launched me on a lifelong journey with music. It ignited a passion within me for music and for culture, of all genres. My playlists now include reggae, classic rock, punk, grunge, R&B, Prince (yes Prince is his own genre – that’s whole other blog to be written), Delta blues, alternative, metal, oldies, Americana, Yacht rock, and even certain types of country (think more Wilco). Hip Hop did that for me. 

Most importantly, Hip Hop taught me to be my own person, to be an individual, to be myself, during the coming-of-age point in my life, in a town that only listed to Led Zeppelin. And for that, I owe a huge debt of gratitude to Hip Hip. If DJ Kool Herc and his sister didn’t throw that party on August 11^th in 1973 (known as the official birthdate of Hip Hop), who knows how I would have turned out or what I would be? I thank you, DJ Kool Herc, for putting me on this path. Thank you for creating a whole new culture with just a couple of speakers, a turntable and some records.

What did Hip Hop teach you? We’re all ears and would love to hear. Drop us a line and let us know. While we’re at it, we’d love to help you with your brand as well. That’s what we do as our day job. See our creative services here.

Embarking on a rafting/camping expedition through the majestic expanse of the Grand Canyon is more than just a journey; it’s a relentless test of one’s mental and physical prowess. And I signed up for this epic adventure! This was the first time I did not speak to my family for over 5 days. This was the first time I travelled without my laptop (since laptops were invented). This was the first time I had no choice but to be truly disconnected from civilization for 5+ days. 5000 feet in the ground, 90 miles on the water, and 20+ miles on land, yielded free thinking, open encounters, adrenaline, and testing every facet of myself. As the roaring rapids of the Colorado River carried us through the heart of the awe-inspiring Grand Canyon, a profound sense of resilience enveloped our spirits. Every twist and turn, every tumultuous wave and towering wall of rock, became a testament to our unwavering determination and ability to adapt. With each paddle stroke, we conquered the challenges thrown our way, mirroring the ancient forces that carved this majestic landscape over eons. As the sun painted the canyon walls with hues of gold and crimson, we emerged from the wild waters stronger, more connected, and forever marked by the profound resilience that the Grand Canyon had bestowed upon us. 

We learned a lot about the Canyon formation, the Native Americans that lived there, the American settlers that came in, and the wildlife. We learned all of this from our guides. These guys and gals are the BEST in the BUSINESS when it comes to rafting guides. They are the NBA All-Stars of raft guides, having successfully reached the pinnacle of their profession. Not many people can claim the job of Grand Canyon Rafting Guide. They are ultra-prepared, ultra-knowledgeable and all-around super humans. They do this for 4-5 months at a time each year (yes living in the Canyon for 4-5 months without connectivity to the outside world while battling the elements of Mother Nature).  They live to a beat of their own drum, while doing it at the top of their game. The staff at Outdoors Unlimited Jeff (trip leader), Lee, Ryan, Scott, and Tom… are the best in the business. We salute you!

The sheer magnitude of the canyon’s towering walls serves as a constant reminder of our own insignificance in the grand tapestry of nature. Amidst the breathtaking vistas and untamed currents, we are tested mentally, our minds navigating the intricate channels of decision-making and problem-solving. Adversity becomes an opportunity for growth as we learn to adapt, to persevere, and to find solace in the bonds forged with fellow adventurers. Mother Nature is 100% the boss and in control. Our group battled continuous elements like sun, heat and wind (yes, the wind is a constant nuisance). We heard stories of disaster like heat stroke, drowning, and being hit by boulders. We were lucky that we did not see a drop of rain, especially at night because it was too hot to sleep in tents. We slept out on the ground each night, admiring the stars. After the first night you get used to it, but thank goodness it never rained.  There were other things we had to come to grips with and learn to become comfortable with while living in the Canyon. 

• Cold bathing in the river
• Sleeping without a mattress at night
• Drinking warm water 
• Interesting restroom arrangements built on old military ammunition containers
• Strong winds blowing against you on the river and on the camp sites – Day and night, while you were sleeping
• Sand, sand, sand – It is in your water bottle, in your eyes, in your nose, in your ears, and on everything you own.
• Blazing sun and heat
• Being disconnected from the world (including other people)

What you realize quickly is what you take for granted being at home, at work or your office. You start to ponder what is or isn’t a big deal or important in the overall picture of your life. Because as you get used to the things in the list above, you learn very quickly that you are adaptable. That you are capable. And that these things you consider as expected or required in your life, actually are not. You learn how far you can go, how much you can endure, and how adaptable you can be to the current situation.

In addition to being disconnected, I don’t think there are many trips in the world whereby you are off the grid while being put to the test mentally. You are not trying to take pictures to post on Instagram and share to the masses. It was the opposite. You took a few pictures to capture the awe of the moment to show your closest friends when you got home. But really, you were paying attention to the moment. Focusing on the beauty of the Canyon and the space and distance the Canyon affords you while being in it. As you use that space and distance to think, you alter your view on life. Just as the river forges its path through unyielding obstacles, so too had we navigated the currents of adversity, emerging triumphant and transformed on the other side.

One key takeaway for me from this trip was thinking about our Tribe at Yalo and how we spend our time. One change I immediately implemented was additional, new vacation days for more adventures for the team. It made complete sense to do so. Time and space to relax and think, and to create more resilience and inner fortitude, became a new priority for me and for the business. So, while I learned a lot about myself, I also learned a lot about how I should think about our business and our Tribe.

What is your next adventure? We’d love to be a part of it. Offering a multitude of creative marketing, advertising and branding services, Digital Yalo is here for the long haul and ready to make adventurous aspirations a reality for our clients. Reach out to us and let’s get something started.

What is your next adventure?

At the end of last year, I felt I was spending too much time on the iPad attempting to read but not reading because it was too easy to get distracted and not actually reading. So, at the start of this year, I made a personal ‘resolution’ to get back to, what I’ll call, real reading. And not just reading, but to read physical books, not on an iPad. And not just any book, but only books about music; genres, eras, musicians and bands. It has been one of the most rewarding and educating years of my life to delve into these artists lives and learn what made them tick, what made them unique, what made them STAND OUT. What was the reading list you ask? Here you go…in the order in which I read them:

1. Bob Marley So Much Things to Say
2. Jeff Tweedy Let’s Go (So We Can Get Back)
3. Beastie Boys Beastie Boys Book
4. A book about the 90’s punk rock explosion Smash
5. A book about the origins of breakdancing, hip hop and graffiti Can’t Stop Won’t Stop
6. Prince I Would Die 4 U
7. Kurt Cobain Serving the Servant
8. Paul Stanley Face the Music
9. A book about the history of Soul Train The Hippest Trip in America
10. Robert Johnson Up Jumped the Devil
11. Freddie Mercury Somebody to Love

As you can see, it has been quite a diverse list spanning reggae, rap, punk, rock, blues and soul.  I have thoroughly enjoyed every page of every book. And there are more sitting on my office shelf to read. Purchasing these physical books will become keepsakes for me as well. 

So, what did I learn during my journey so far this year? I have distilled a few key elements from the thousands of pages that all these artists shared that made them STAND OUT. 

1. Dedication to their craft. 

They all truly wanted to be the absolute best at being a musician. That meant seeking out guidance, learning from the best and continuously incorporating their learnings into their own craft. Take Robert Johnson for example. He would travel from town to town by hoboing on trains to visit other blues guitarists so he could practice with them, learn from them. Then, he would busk on the street corners during the day to master these learnings, while promoting his show at the juke joints later that night, usually playing multiple shows each night. He did this EVERY SINGLE day in order to master his craft. Learn, play, repeat. The result of his dedication made him the leading innovator of blues guitar and the founding father of Rock N’ Roll. 

2. Laser focus on their success. 

Failure was not an option, and their success was not an accident. Tireless work attitude. Play, play, play. Did you know what a perfectionist Kurt Cobain was? He was obsessive. Playing and playing, over and over until every song could be played to perfection every time. And think about Prince for a moment. The man loved composing music so much that he made his studio his home, making the conscience decision to move INTO his office, INTO his work. He couldn’t bare the thought of being away from the studio. Thus, there is an entire vault of his music that the world will eventually get to enjoy for many years to come. 

3. Power to believe. 

In the face of adversity and being told that their dreams were just dreams, these artists had unshakeable resolve and belief in themselves. Take Queen for example. They were a few years into their musical career before they all finally gave up on their ‘day jobs’ or going to ‘university’ and went all in on their music career. Bar after bar, show after show. In some cases where less than 10 people would attend. Yet, they believed the music and the persona they were crafting was unique and would stand out.  They stuck to writing their brand of music which was some of the most atypical music of its time and still stands as landmark music to this day. 

4. ‘Evolutionaries’.

None of them got it right when they first started. They were all in numerous bands and/or played various types of music. They all were willing to continue to learn and evolve until they became who they became. And see point #1, that helps too. Take the Beastie Boys for example. They were 3 white punk rock kids from NYC sneaking out of their parents’ house to listen to Black Flag way back in the day. Did you know that BEASTIE is an acronym that stands for Anarchy? Google it. So, its logical that they started out as a punk band, making scuzzy punk. How does that turn into a hip-hop rap career, in a genre where they stuck out like a sore thumb? Their willingness to evolve and adapt. Now, that also doesn’t mean they abandoned who they were. If you have followed the genre-bending Beastie Boys’ career, you would see they went from punk to hip-hip back to punk and back to hip-hip again. Truly a full lifecycle of success.

5. True creativity.

Whether it be how they crafted lyrics or how they composed their music, these artists all had bold visions that required true creativity to become who they became. This vision and creativity would also raise the game of everyone around them. Take Bob Marley for example. His insightful lyrics and powerful music captured the tenor of the times, energizing generations, races and continents of people and bringing them together. Bob’s lyrics are some of the best ever for their simplicity but packed with a powerful punch. Or if we look at Jeff Tweedy’s composition approach. He creates melodies first. Then he layers in vocal sounds that he calls ‘mumble tracks’, which are not words at all but just syllables. After he fuses the melodies with the mumbles, he then comes back to compose and lay down lyrics at the end. Truly creative and seriously mind blowing.

What can you take away from these artists to make your marketing stand out?

1. Set your vision and believe in it. Have a destination and a persona in mind that you want your brand to be known for, to become. Chart that course.
2. Stick to your vision but evolve and tweak it along the way. Ideas will come and go. Some ideas will get shelved, only to be used later in the journey. 
3. Apply your true creativity. Work beyond the guidelines. Stretch the boundaries. This is the only way new ideas can be created, tested, and accepted. A rock opera? Why not!
4. Out work all the others. Produce great ideas and great creative, continuously. 
5. Look for inspiration in everything and everywhere.  Learn from other’s work and incorporate it into your vision to make it uniquely yours. 

Put these thoughts in motion and your brand will take off. 

Are you ready to stand out? Our brand-building strategies including content marketing, UX and graphic design can be of assistance. We have a full cadre of creative services to take businesses and brands higher. Let Yalo take you through a Soul Song exercise to have your brand hit the right note.

Please contact us today and let’s have a conversation.

In today’s world, consumers are bombarded by countless advertisements on a daily basis.  Consumers are now looking for more out of these advertisements than just sale prices.  The younger generation, ages 18-25, are also interested to see if a brand supports diversity and inclusion.  Because of this, brands are also increasing their focus on diversity, equity, and inclusion (DEI) as well.  

Consumers today want to support brands that represent them as well as their values. Many organizations that have made DEI efforts a core priority also recognize that it’s just as important to feature representation in front of the camera as it is behind the scenes.

There are several ways companies can accomplish this.  

One way is to ensure your teams and suppliers reflect your market. Teams—both internal and external—that closely reflect the markets they serve can reduce the cultural and demographic distance between the brand and the consumers they aspire to reach. 

Companies can also utilize diverse voices for the organization. As companies are often continually researching their changing customer base, they should use those findings to continuously monitor and bring the needs of underrepresented communities to their organization—and feature those voices and faces in campaigns. 

Most importantly, ensure your commitments are measurable. Often times, organizational leaders state that improving diversity is a goal that they are working towards – and a year or more goes by and they have made no progress.  There should be specific goals companies are trying to reach including representation at all levels of the organization.  Ultimately, no amount of messaging can help a brand overcome the hurdle of being labeled disingenuous. One way to solve for this is to make sure your DEI goals are not just checking a box but creating real, measurable outcomes including leadership representation.

I will leave you with an interesting statistic that helps validate the impact of diversity in marketing. According to the Deloitte 2022 Marketing Trends Report, high-growth brands (defined as those with annual revenue increase of 10% or more) are more frequently establishing key performance metrics for DEI objectives than their lower-growth competitors. How are your DEI actions measuring up?

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Brandon Bradford makes sense here, doesn’t he? At Digital Yalo, we’re working hard to reflect the culture and demographics we live within, and enjoying the journey along the way. Would you like to work with us? Yalo has open positions from time to time and we’re looking for talented, capable, forward-thinking individuals.

We’re also striving to deliver the best customer service, ideas and deliverables when it comes to our clients and our branding and marketing services. Would you like us to work for you? We feel that our work speaks volumes about our capabilities – take a look at some of our recent samples, and then reach-out to us at the bottom of this page or via our simple Contact form. We look forward to hearing from you.