The Voice of the Snow Fish: John Lynch on Brand Voice, Community Engagement, and Embracing the Absurd
What do school closings, sea creatures, and viral Wheeling parade posts have in common? One digital manager with a creative streak and absolutely zero fear of being a little weird online.
In this premiere episode of Meeting of the (Strong) Minds, Strong Minded Agency kicks off our new marketing podcast with a deep dive into brand voice, community engagement, and creating content that cuts through the noise. From playful characters to strategic chaos, our guest John Lynch shows how thinking outside the box (and sometimes under the sea) can build a loyal, engaged audience.
Listen to the Episode
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About John Lynch
John Lynch is the Digital Manager at WTRF and a four-time Associated Press award-winning journalist. Known for transforming traditional local media into engaging online experiences, John is the mind (and voice) behind beloved characters like Snow Fish, Delay the Dolphin, and Nancy the Negative Narwhal. He’s part digital strategist, part community cheerleader - and all-in on making content that makes people stop scrolling.
You can follow WTRF’s viral moments here:
Highlights from the Conversation
Building a Brand Voice (That Actually Has One)
We kick off the episode by sharing examples of brands that stand out - because they sound different. From Little Caesars to Duolingo to Jimmy Fallon, we explore what happens when brands stop sounding like brands and start sounding like people.
The Rise of the Snow Fish
John shares the origin story behind Snow Fish, a playful digital character created to announce school closings at WTRF - and how it led to an entire undersea family of AI-generated mascots, including Total the Tiger Shark and Out-of-School Orca.
Why Humor and Strategy Can Co-Exist
Is there a risk in being funny as a professional brand? Yes. Should you do it anyway? If you're smart about it - absolutely. We explore how personality builds trust, sparks conversation, and leads to stronger engagement, even if it occasionally ruffles a few feathers (or scales).
When Pittsburgh Becomes the Ohio Valley
John stands firm in his belief that Pittsburgh is part of the Ohio Valley - and he’s not afraid to say it. While some see it as stirring the pot, for John, it’s just geography. For Eric, it’s a brilliant way to spark conversation. Either way, the result is the same: more engagement, more clicks, and a whole lot of passionate debate. Love it or not, people are definitely paying attention.
Taking Social Seriously (Without Being Serious All the Time)
We dig into John’s approach at WTRF - blending creativity, consistency, and the occasional Christmas parade spite post to deliver real results. He breaks down the strategy behind engagement and why even “stupid” ideas sometimes work better than polished ones.
What You'll Learn in This Episode
- How brands can develop a strong, consistent voice
- Why being relatable often outperforms being perfect
- The role of AI-generated content in digital creativity
- How to handle backlash while staying authentic
- Real-life marketing examples that connect through humor
- What it takes to turn a local media outlet into a full-blown digital brand
Who Is this Podcast For?
If you're a marketer, business owner, creative, or curious human who enjoys watching brand strategy unfold in the wild - this podcast is for you. Whether you're looking to fine-tune your own voice, explore new formats like video podcasts, or just enjoy listening to smart people talk about weird things, Meeting of the (Strong) Minds brings you right into the conversation.
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