josh levine

Word on the Street: Episode One

Word on the Street: Episode One

It's finally done. This spring, Rebel Industries kicked off a new event series we're calling Word on the Street — interviews with top marketers who are setting the example for the rest of us in terms of genuine consumer engagement.

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No ‘Brake’

Marketers give the food truck craze extra miles with social media integration.

“The assumption from some chefs is that they know how to make these recipes, so they’ll do it their way, but if you have consumers waiting a half hour for food, that’s a problem and you’re not going to leave the kind of brand impression you intended,” says Josh Levine, ceo at Rebel Industries. “It’s balancing fresh food and speedy service.” The goal is for consumers to linger for 10 minutes or so to discuss the product with brand ambassadors as they wait for their food.

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Gravity Summit 2011 Recap













Stand up, Rebels! I am about to challenge you with some questions (and drop a wealth of knowledge) from the Gravity Summit Harvard 2011. First, a shout out to my fellow panel members:

Marcello Guerra- Vice President of Digital Marketing at Showtime Networks (He runs social media for hit shows you may know, like DexterWeeds, Nurse Jackie, and my favorite, Shameless).

Colin Sutton- U.S. Director of OMD Word (the world's largest media buying agency's social media unit).

Mike Schneider- Senior Vice President  & Director of Digital Incubator (emerging technology lab responsible for developing new products and digital experiences) at Allen & Gerritsen, and author of Location Based Marketing for Dummies.

Richard Lyons- Manager of Interactive Marketing at Dr Pepper (we manage Major League Gaming for Dr Pepper together).

Reading For Rebels

Want to learn more about this topic? Check out these valuable articles (I used them as foundations for the panel questions):


Is Your Marketing T-shaped?

T-Shaped Marketing  I’m having an argument with a client. Actually, my client and I are on the same side. We’re having a somewhat friendly argument with an event partner. And it goes a little something like this…


Event partner: Events are really expensive to produce, and hard to scale. If we turn our attention to creating digital content, we can reach more people for less money. That means you get more for your sponsorship dollar!


The client & I: That is true. But consider this: People love your events. They save up money to buy tickets, pay for gas, food, hotel rooms; they take off work or school to drive or fly in; they tell their friends about their plans to go to the events, and about their experience afterwards. While they’re at the event, they’re totally immersed in the experience, interacting with sponsors, spending time with friends and making new ones. That doesn’t happen when you watch a video online.


So which is it? Do you create experiences, which are costly, cumbersome, limited by geography and the laws of physics, but also memorable and meaningful? Or do you invest in digital content, which is fun and easy to share, and relatively inexpensive, but more superficial in terms of the emotional connections you create?


The answer is simple: both. Today, your marketing needs to be T-shaped. That is, it needs to be deep and rich, and at the same time shareable and scalable.


If you aren’t willing to make the kind of investment it takes to build a brand that is meaningful to your audience, why would you expect the audience to make an investment in you?