The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this episode of the e-commerce marketing podcast, host Arlen Robinson speaks with Stuart Cohen, a Canadian visual artist and entrepreneur, about his journey in photography and filmmaking, and the importance of brand differentiation in the crowded e-commerce space. They discuss the challenges small businesses face in standing out against larger competitors, the strategies that have worked for Stuart’s company, Superstock, and the impact of AI on the visual arts industry. The conversation also touches on common mistakes brands make and the future of authenticity in branding.
Key Episode Takeaways:
- Stuart Cohen emphasizes the importance of continuous learning in a rapidly changing industry.
- Brand differentiation is crucial for small businesses in competitive markets.
- Superstock focuses on being ‘for artists, by artists’ to differentiate itself from larger competitors.
- Niche strategies can help e-commerce brands stand out in crowded spaces.
- Common mistakes include not admitting to errors and failing to keep up with technology.
- AI is transforming the visual arts industry, presenting both challenges and opportunities.
- Authenticity and real experiences may become key differentiators in branding.
- Stuart’s journey highlights the value of mentorship and hands-on experience in the arts.
- The importance of understanding market needs and adapting to them is essential for success.
- Personal connections and storytelling can enhance brand differentiation.
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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Stewart Cohen is a Canadian-born visual artist and entrepreneur with a rich legacy in photography, filmmaking, and visual licensing. A graduate of the University of Texas at Austin and a film program attendee at USC, he is the founder of Stewart Cohen Pictures and the current owner of Superstock Images—an image licensing powerhouse with offices in the U.S., U.K., and Canada.
From capturing still images and directing TV commercials to reviving one of the oldest stock image libraries, Stewart’s journey is one of creative evolution and strategic reinvention. His deep-rooted passion for authentic visual storytelling has positioned him as a unique voice in today’s media landscape, especially as the stock imagery industry braces for disruption from generative AI.
In this episode, Stewart unpacks the art and business of brand differentiation in the visual media world. He discusses how Superstock is carving out space among billion-dollar giants by embracing niche collections, vintage archives, and high-touch customer service. He also explores how real, unedited content might become a premium asset in the AI age—and shares what e-commerce brands can learn from this approach.
Key Topics Discussed
- How Stewart transitioned from apprentice to entrepreneur in photography and filmmaking
- Why licensing vintage collections is a unique differentiator for Superstock
- How brands can stand out by offering a high-touch experience in a low-touch world
- The critical role of authenticity in an age of AI-generated media
- Common mistakes brands make when trying to differentiate
- How e-commerce brands can apply differentiation through niche offerings
- The emotional impact of real imagery versus AI-generated content
- Why staying current with tech is no longer optional for creative professionals
- The unexpected power of retro appeal in brand storytelling
Time Stamps
[00:02] – Introduction to Stewart’s background in photography and film
[02:52] – Stewart’s early exposure to still photography and the power of mentorship
[04:19] – How his career evolved to merge commercial film and photography
[05:47] – Licensing deals with Getty Images and building revenue through self-assigned projects
[08:44] – How Stewart differentiates Superstock in a $5.5B industry
[10:40] – Acquiring Superstock and pivoting the brand during the pandemic
[12:48] – Emphasizing “for artists, by artists” as a unique brand position
[14:13] – Building a catalog of vintage and fine art collections
[15:12] – Adding video to Superstock’s offerings to stay competitive
[16:18] – Balancing high-touch service with scalable B2B e-commerce tools
[17:52] – Why customer support can be a powerful differentiator
[19:29] – Insights from podcast guests: asking customers what almost made them leave
[20:57] – Mistakes brands make when differentiating—and why you must keep learning
[22:43] – AI’s impact on visual media: embracing vs. resisting change
[25:08] – The uncertain future of traditional photography in a generative AI world
[27:32] – Why “real” imagery may become the most valuable content
[29:56] – Vintage and analog aesthetics as long-term brand assets
[30:52] – Fun Fact: Stewart met his wife while mountain biking in Siberia
[32:12] – Where to connect with Stewart and learn more about Superstock
Guest Contact Information
- Website: superstock.com
- LinkedIn: Stewart Cohen
- Instagram: @scpictures / @superstock
