In this episode of The Unfolding Thought Podcast, host Eric Pratum chats with Ted Wright, the unstoppable force behind the word-of-mouth marketing agency Fizz. Whether you’ve sipped on a Pabst Blue Ribbon after hearing it was suddenly “cool,” tried chocolate milk as your new post-gym recovery hack, or embraced Intel’s early dual-core chip for gaming, there’s a good chance Ted’s work was behind it. Ted insists that the most human brand wins, so his focus is on finding the right story—one that’s authentic, interesting, and relevant—then allowing everyday advocates to share it.
Topics Explored:
- Why Story Matters More Than Ever – Why no amount of paid ads can replace a friend’s recommendation and how 8 in 10 Americans distrust brand statements.
- A.I. and Word of Mouth – Ted’s take on how new technology can boost but never replace genuine human conversation.
- Backstory of Big Successes – How PBR broke into the hipster scene and chocolate milk became the surprise champion for recovery drinks—all through word-of-mouth.
- Math + Art = Great Marketing – According to Ted, marketing starts with data but culminates in creative storytelling that triggers real conversations.
- Advocates vs. Influencers – Understanding the difference between intrinsically motivated brand loyalists and pay-to-play online personalities, and how each shapes your brand’s future.
If you’ve ever wondered why certain brands become overnight sensations while others burn millions on ads with little return, Ted’s stories and insights will reshape how you view marketing’s real engine—conversations that spread person to person.
Links:
- Ted Wright on LinkedIn: https://www.linkedin.com/in/ted-wright-3266b73/
- Fizz (Ted’s Agency): https://fizzcorp.com
- Ted’s book: https://amzn.to/4lensrk
- Ted’s Story-Target-Goal triangle: https://fizzcorp.com/strategy/
- June Wedd at American Dairy Association Mideast: https://www.linkedin.com/in/june-wedd-0193b29/
- Neal Stewart: https://www.linkedin.com/in/nealstewart/
- No Logo by Naomi Klein: https://amzn.to/3DQGIu0
- Chris Brandt at Chipotle Mexican Grill: https://www.linkedin.com/in/chris-brandt-90b7636/
- Chris Ullman: https://www.linkedin.com/in/chrisullman/
- Audacious by Mark Schaefer: https://amzn.to/3XzF6vf
- Billy Mitchell: https://www.linkedin.com/in/billymitchell1/
- Sarah Neely: https://www.linkedin.com/in/sarahmeredithneely/
For more episodes, visit: https://unfoldingthought.com
Join the conversation by emailing Eric at: eric@inboundandagile.com