Cracking Carbon: Making a B2B Brand a Household Name

Megan Cunningham is CEO of Magnet Media, a vertically-organized strategic studio that uses storytelling and data to drive business results. Megan feels the best way to engage customers or clients in meaningful, lasting ways is to tell stories that matter, that touch both head and heart. To accomplish this for Magnet clients, small, nimble SWAT teams (pods) pair an account strategist (head) and a creative lead (heart) along with subject matter experts familiar with a client's industry and specialists with the capability to deliver on the desired platforms—so each team is customized to meet the client's business objectives.

Megan believes that a company has to have a process in place in order to scale, but too much "don't color outside the lines," can be demoralizing. There has to be flexibility and enough "blank canvas" on the creative side that employees can feel ownership and find meaning in their work. Clients and colleagues comment that Magnet Media has cracked the code on scaling branded content.

Magnet Media has been structured with a "think, make, reach" – "We're going to be strategic, we're going to produce content, and we're going to distribute it at scale in a way that's measureable." That process, coupled with properly-leveraged technology enables hypergrowth power. It works. Clients and colleagues comment that Magnet Media has cracked the code on scaling branded content.

Megan developed a Global Trends Report, which addresses where storytelling is going, and started as a whitepaper. When such companies as Google and Mattel found value in Megan's insights, the report morphed into its current form of a series of 1-hour webinars and downloadable eBooks.

The first four trends Megan projects for 2019 are:

1. A greater concentration on brand purpose and addressing the idea of the belief-driven buyer, who used to be a "fringe buyer." Today, beliefs about what a company stands for contribute in a major way to people's purchase decisions.
2. Influencer marketing and next generation influencer marketing strategies—the use of brand ambassadors, customer stories, brand representation.
3. Podcasting and smart audio is a massive trend. One of Magnet Media's more aggressive data partners forecasted that over 50% of searches by 2020 will be voice searches.
4. Delivering experiences and distributing content. how it's being distributed and measured when it comes to storytelling.

Megan was a featured speaker at the 2019 South by Southwest in Austin, TX. In her presentation, "The State of the Story: How Carbon Won the Big Game," she discussed a win-win partnership between Carbon , a 3-D polymer printer, and Adidas shoe and clothing brand. Carbon has developed a revolutionary process for printing high-resolution 3-D polymer parts with consistent, engineering-grade mechanical properties. This technology revolutionizes product capabilities and is an integral part of Adida's lattice-soled 4D shoe line. Working with Magnet Media, Adidas partnered with Carbon to launch the printer's B2B brand at the Super Bowl. Carbon continues to use its associations with such companies as Adidas and protective helmet manufacturer Riddell to make its brand a household name, so that customers will associate greater value with consumer products "Powered by Carbon."

Megan can be reached by email at: info@magnetmediafilms.com or on her company's website at: http://www.magnetmediafilms.com/