Lunch & Learn: Branding in the post truth era

April 13, 2017 Vincent Tran 0

Please join us on the 19th of April when the Dot Fulfillment Services in conjunction with the OC Marketing & Advertising Association will host a lunch & learn seminar at our Santa Ana headquarters.

Meeting Topic: Branding in the post truth era

It is easy to understand why many are gravitating to the idea of a “post truth era.” Last year gave us ‘fake news’ and exposure to the idea we live in echo chambers created by algorithms, reminding brands of the power of belief, and perhaps more importantly, the innate desire we all have to believe in something. It’s even better when that belief can be confirmed and validated. It should also remind us that we all crave a story, and if we don’t actually read the story, we are very good at using what we believe to ‘fill in the gaps.’

Michael will share the 8 laws of branding in the post truth era, according to him.

Key Take Aways:

  • The best brands have a vision of the future that is what heaven looks like to them and their mission is the religion they practice in support of that vision.
  • Brands, at their most potent, embed themselves in our belief systems or even help create them for us.
  • Today, brands need to become socially infectious viruses that create their own version of the truth and build a fortress of belief to defend themselves.
  • In the post truth era, branding has nothing to do with rational thought or a quest for absolute value.


Please join us for this month’s seminar on the 19th of April

The lunch & learn will be held at

1801 S. Standard Avenue, Santa Ana, CA 92707

Space is limited to the first 50 to register and you must register in advance

Lunch will be graciously provided by

The Dot Corp

Our speaker for this event will be: Michael Marckx

Michael Marckx is CDO of Creative Disruption, an agency with a focus on helping organizations creatively disrupt the status quo through the prism of organizational, branding, marketing, event or culture based initiatives. He is also a marketing professor at CSUSM and a frequent lecturer on branding at Grad Schools around Southern California.


Prior to running the agency and teaching, Marckx served as president/CEO of SPY Inc., a publicly traded company based in San Diego that he was hired to turnaround.  He has also served on the Board of Directors for the Surfrider Foundation, including three years as .

Chairman of the Board. A frequent lecturer on Marketing, Branding and Culture, he enjoys sharing about the pitfalls of running a brand while offering ideas on the creation of success


He also serves the various board and advisory capacities for SUPERbrand, Xology, PHIVE, Monuments of Cycling, Monster Media Racing, Surf Shop Box, Leucadia 101, the San Diego Sports Innovators and other businesses. He is also the creator of the Cervélo Belgian Waffle Ride, the most unique cycling event in the US.

Prior to joining SPY, Marckx spent his entire career in the action sports world in myriad leadership roles for companies like Globe International, Ocean Pacific (Op) Broadband Interactive Group (BIG), Primedia, Action Sports Retailer and Outdoor Retailer.

Our Local Orange County Charity that we will highlight at this month’s lunch and learn event will be: OC Music and Dance

OC Music and Dance was created by Charles (“Charlie”) Zhang.  A talented clarinet musician, he came to the U.S. at the age of 23, with $20 in his pocket and acceptance to the Pasadena music conservatory. After one semester dropped out because of lack of money, and worked as a dishwasher. A work related injury caused him to lose his ability to play. Soon afterward, Charlie bought one Chinese restaurant, then another, and next thing you know he created Pick Up Stix, building it to more than 100 locations. He eventually sold the chain, created another food company, which he sold as well. With his financial success came a strong desire to give back, and as a result, he created OC Music and Dance to Nurture, Inspire and Empower students of all ages, regardless of their ability to pay for instruction.






Dot Fulfillment Services is a full-service fulfillment, mailing, 3PL, printing and product distribution warehouse located in Orange County California