Dial-Up to Digital: What Actually Works in Modern Marketing with Gee Ranasinha

Communication, Connection, Community: The Podcasters' Podcast

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Ever wonder why some marketing cuts through the noise while most fades into oblivion? G Ranasina, CEO of Caxino marketing agency and a veteran marketer since the days of AOL CDs, reveals the uncomfortable truth about what's wrong with modern marketing.
"Marketing bros think all you need is to throw data into some AI engine and have it vomit out a thousand clichéd images," Ranasina explains with refreshing candor. "But what's missing is the idea, the concept, the emotional connection." Drawing on decades of experience helping over 400 startups across 20 countries, he articulates why the fundamental principles of marketing remain unchanged despite technological revolution.
The conversation takes a fascinating turn when Ranasina distinguishes between efficiency and effectiveness in marketing. While other business units can optimize for efficiency, marketing requires emotional resonance that can't be quantified in dollars. "We've exorcised creativity from the equation," he laments, explaining why $1.6 trillion in marketing spending with increasingly sophisticated targeting tools has resulted in decreasing effectiveness.
For podcasters and business owners alike, Ranasina offers a compelling perspective on standing out in a crowded marketplace. "You need to have the balls to be different, to be distinctive in your category," he advises, citing brands like Liquid Death that embrace their uniqueness rather than blending into the background. His insights on why we're "feeling creatures that think" rather than "thinking creatures that feel" provide a psychological framework for creating marketing that works.
Whether you're looking to improve your marketing strategy, grow your podcast audience, or simply understand why some messages stick while others don't, this episode delivers actionable wisdom wrapped in entertaining, no-nonsense commentary. Connect with G Ranasina on LinkedIn for more marketing insights delivered with his signature blend of expertise and straight talk.

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1. Welcome to Communication Connection Community (00:00:00)