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goodrTIMES

THE CONTENT TEAM: The “algae” that blooms in goodr’s ecosystem

In season 3, episode 11 of CULTURE goodr, A prostitution bust at a fleabag motel traps a police officer from a different precinct. Castillo wants to take away his badge, but Crockett convinces him not to. They then use the wayward officer to locate the source of pure cocaine found on one of the prostitutes, a girl the crooked cop just happens to be in love with. Woah woah woah, where the heck is Tubbs?! And also, we’re sure this is no surprise, but we accidentally messed up again. Fine, it wasn’t an accident. Whatever. This was S3 Ep 11 of Miami Vice. Let’s get to S3 Ep 11 of CULTURE goodr. (Sorry, not sorry.)

In season 3, episode 11 of CULTURE goodr, Shaun and Stephen do a deep dive on the Department of Dreams (aka our Copy and Content Team). From here on out we’ll just lovingly refer to them as Dreams.

One of the super unique and interesting things about goodr is that we basically have an entire in-house production company here! We have everything from producers, props directors, editors, costumes to copywriters. And not to brag or anything, but the end result is that our content is NEXT LEVEL!!! Dreams gets to create content for five verticals: RUN, BEAST, BIKE, GAME, and GOLF. Plus they create content for the overall goodr brand plus CULTURE, and loads of internal stuff. We have over one hundred product launches every year. If you think about it, that is a LOT of content, and a lot of hard work, blood, sweat and unicorn tears goes into making it happen! We sort of have always said, goodr is like a marketing agency that just happens to sell sunglasses.

Flock Leader Keri joins the pod to talk about Dreams. Let’s get to know her a little bit better first to see if we can trust her. Just so you know, she is a freaking amazing dancer and all-around creative genius (And I swear I am not just saying that because she is my flock leader. HI KERI!!!) She is a dog person, but has a feline soulmate, a tres ‘dorbs fat cat named Mark Maron. She has three spirit animals, a dolphin, a Basset Hound, and a snail. She knows that HBO is way better than Netflix or YouTube. We think that all proves that you should listen to her.

So, something else amusing about Keri, is that she and Stephen used to date. Oooooh, busted, si-tatiiion!!! (Please excuse us, we have been dying to say that since 1990, after it became passe in 1989.) For a long time she was a crackerjack VP of well, everything here at goodr! She was packing, shipping, doing customer service, bookkeeping, acting as an informant for the FBI...until she landed in her current position of Chief Dreams Orchestrator (or Head of Content if you want to be boring.)

The Dream’s areas of focus are studio, copy, dream, cohesion, and identity. Studio is the photo and video production team. Copy is copywriting. Dream is where we make time and space for dreaming BIG, and challenging the status quo (or status the quo challenge as it is now known at goodr.) Cohesion is how we communicate and connect with the other flocks. And identity is just keeping our content brand standards up to date, because low standards are reserved for Carl's Tinder swipes.

Dreams’ values are creativity and harmony. Creativity encompasses many things like solving problems on the fly, incorporating notes from licensing partners, etc. Harmony, because working in a team on a set requires everyone to be working together. Being able to have conflicts and solve them quickly in the moment is a must. You really have to have conflict in order to have harmony. So that is included within Dreams’ harmony value there.

Be sure to check out the episode to learn more about how Dreams is able to create amazing brand centric content like our Golf Anthem, learn what it’s like on the set of a goodr production, how we figure out where to draw the line on what’s appropriate for our brand voice, how we’re expanding inclusivity in our content, and MUCH more!

In closing, Keri has the following three cheat codes for anybody in the content space:

1) Done is better than perfect.

2) Celebrate!!!

3) Dance!!!

We’ll return with a new ep next week! ‘Til then Keri will just be over here teaching us all the choreography to Cabaret. Laugh at us and we’ll hunt you down and force you to dance.


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