On Brand with Nick Westergaard

Tristen Norman is Head of Creative Insights at Getty Images. Using both sides of her brain, she and her team help brands of all shapes and sizes bring their work to life in an increasingly visual world. We discussed what this looks like this week on the On Brand podcast. About Tristen Norman Tristen Norman is the Head of Creative Insights, Americas at Getty Images. She operates as one-part visual anthropologist and two-parts data scientist – working across disciplines to understand what motivates visual selection, identify trends within visual language, and using this data to help shape the development of Getty’s creative content globally. Leveraging consumer research, and social and cultural listening and pairing it with proprietary data, Tristen hones in on the valuable insights that feed the development of Getty Images own creative collections. A passionate advocate for elevating marginalized voices within creative spaces, Tristen also plays a critical role in supporting and advancing initiatives and partnerships with the aim of championing diverse visual narratives at Getty Images and beyond. Tristen’s experience stems from over nine years of experience in creative design, market research, and brand strategy. Prior to joining Getty Images, Tristen was most recently a Senior Experience Strategist at Wunderman, where she was responsible for developing creative, data-driven omnichannel creative brand strategies for clients across a variety of industries. Tristen earned her Bachelor of Business Administration in Marketing from Temple. Episode Highlights What does it mean to be "one-part visual anthropologist and two-parts data scientist"? "I think about visual storytelling all day," Tristen notes. What's going to drive action and move the needle for people?" "At Getty, we see ourselves as a content company in an increasingly visual world." Tristen shared several fascinating findings from Getty's new Visual GPS study. "Visuals are the centerpiece of storytelling," Tristen explained. "It's about being moved. That's what great brands do." What brand has made Tristen smile recently? "Tinder's latest campaign—it starts with a swipe." Tristen loves this campaign, especially its bold use of color. To learn more, connect with Tristen on LinkedIn and see her team's work at creativeinisghts.gettyimages.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Rob Levinson is a corporate brand strategist and personal brand coach. A Madison Avenue veteran, dot-com survivor, and former Marketing Strategies columnist for the Wall Street Journal online, Rob shared how all of his experiences have shaped how he builds brands this week on the On Brand podcast. About Rob Levinson Rob is a corporate brand strategist and personal brand coach who helps leading brands, and those who run them, get noticed, remembered, and results. As the founder of Leverage Advisors, Rob creates comprehensive Brand Blueprints for clients seeking the strategic direction and tools required to inform and guide the development, or reimagining of their brand. As the founder of Brand You Better, Rob helps individuals from recent graduates to C-Suite executives gain the confidence to tell their best, and most impactful, personal brand narrative. Episode Highlights Rob always starts personal branding work with a definition. "I love the Jeff Bezos definition—your brand is what other people say when you're not in the room." That said, this takes a degree of self-understanding and assessment. Rob shared an exercise that makes this a little easier. What does a personal brand blueprint look like? Whether corporate or personal, a brand is more than just a logo. But what are the key deliverables for a personal brand? We always provide someone with an overarching brand story along with a LinkedIn and resume reboot." "It's a matter of intention, it's a matter of purpose." As Rob shared, personal branding starts and ends with purpose. What brand has made Rob smile recently? "There are all kinds of different smiles," Rob began coyly as he shared that the brand that's made him smile most recently is the Royal Family as King Charles steps into a new role in building his own personal brand. To learn more, check out Rob's website on personal branding brandyoubetter.com. For his corporate branding work, go to letsleverage.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Steve Rawling is the creator of the innovative cards decks—Workshop Tactics and Storyteller Tactics. These popular tools help organizations like Apple and Facebook generate creative ideas and, most importantly, put them into action. As a user of the decks, I couldn’t wait to chat with Steve this week on the On Brand podcast. About Steve Rawling Steve Rawling is a former BBC TV journalist, turned international author and consultant on business storytelling. He's told over 20,000 stories in his career, so he can probably help you tell yours. Steve's latest venture—a deck of cards called Storyteller Tactics—smashed its target when it went live on Kickstarter, raising $100k in a few weeks. It has now sold over 60,000 copies to people in companies like Apple, Facebook, and IBM. Episode Highlights Cards vs. books. Steve and I are both lovers of books—especially books on workshops and storytelling. However, it can be hard to put the ideas inside these great books into action. “It’s hard to think on paper.” This provided the creative spark Steve needed to create card decks for Workshop Tactics and Storyteller Tactics. Putting story to work. “Story is everywhere,” Steve noted. As a former BBC journalist, he reminded us that there are always at least “two sides to every story.” Steve shared his favorite story “recipe” from the Storyteller Tactics deck—with a reminder that these are “more of a buffet” than recipes. What brand has made Steve smile recently? Recorded the week before Easter, Steve shared a smile from UK grocer Tesco with a fun headline for hot cross buns—All buns glazing! This had Steve reminding us that … “Humor is a powerful tool for brand communication.” It’s certainly high risk but with the proper investment of brain power, it can be high reward as well. To learn more, connect with Steve on LinkedIn or go to PipDecks.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Michelle Gladieux is President of Gladieux Consulting and author of the new book Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges. Communication is an essential building block in leadership at all levels. And yet it's frequently misunderstood. Michelle demystified this and provides help in overcoming some of the biggest challenges this week on the On Brand podcast. About Michelle Gladieux Michelle Gladieux is President of Gladieux Consulting, a Midwest-based team known for the design and presentation of seminars in communication and leadership topics around the U.S. She’s the author of Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges. She facilitates strategic planning and executive coaching for clients in diverse industries, governments, non-profits, and in academia and has 18 years of collegiate teaching experience at three universities in her home state of Indiana. Episode Highlights Communicating from the heart(land). I asked Michelle if being from the Midwest—the heartland—made her a better communicator. She shared a touching story of the "hard-earned pearls" of wisdom her mother passed down to her and how it led her to help others in their own communication. "Nobody's born a great leader," Michelle said. Or a great communicator for that matter. Michelle shared a story about how every time someone's implied she's given a great speech effortlessly, she says, "the effortless part is an illusion." What are the hidden challenges in leadership communication today? Michelle shared these along with how they're addressed in her book Communicate with Courage: Hiding from risks Defining to be right Rationalizing the negative Settling for good enough What brand has made Michelle smile recently? "Purdue University is the only university to be included on Fast Company's list of brands that matter." This means a lot to Michelle as Purdue is both an institution she's taught at and her alma mater. To learn more, check out the resources on the Gladieux Consulting website, follow the company on Instagram, and learn more about Michelle's book Communicate with Courage. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Alex Moulton is Chief Creative Officer at Trollbäck+Company, a firm known for designing strategic, sustainable brands including the UN's sustainability goals. When he's not leading creative efforts at Trollbäck, you can find Alex working as a DJ and composter. We discussed all of this and more this week on the On Brand podcast. About Alex Moulton Alex Moulton is Chief Creative Officer at Trollbäck+Company and oversees its exceptional creative and strategic thinkers, designers, and makers to build strategic identities, sustainable brands, and moving experiences. Alex has worked across a diverse range of businesses and institutions including Apple, Google, NBC Universal, NFL, Samsung, Viacom, and West Elm. Outside his work at Trollbäck+Company, Alex is A DJ, composer, and avid speaker about topics at the intersection of music and design. Moulton has also been featured in Billboard, V Man, Electronic Musician, and XLR8R, and has performed at The Guggenheim. Episode Highlights How does a brand strategist end up working as a DJ? Or is it vice versa? I've always been fascinated by how music and sound can be used to advance a story," Alex said of his work as a DJ. What skills are needed to work in branding today? "There's nothing better than learning on the job," Alex said. However, he added that his ability to move between the business and artistic mindset has been invaluable. Designing sustainable brands. First and foremost, which meaning of sustainability? "Both," Alex says. His team at Trollbäck developed the UN's sustainability goals. But he also focuses on building brands that are "lowercase S sustainable" and have longevity. This is easier said than done. What brand has made Alex smile recently? Alex pointed us to a recent interview with Ryan Reynolds on Jim Cramer's Mad Money, where Reynolds clearly articulates what Mint Mobile does with regard to emotional investment. To learn more, go to Trollback.com. You can also listen to Alex's work on his website alexmoultoncreative.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Owen Garitty is the Founder and Lead Creative at FPW Media, a creative shop focused on long-form brand storytelling. Since Owen began work as a photographer at the age of 15, he’s approached everything from photos to movies to content with an eye for visual storytelling. We discussed all of this and more this week on the On Brand podcast. About Owen Garitty Owen Garitty is the Founder & Lead Creative at FPW Media, a creative studio that specializes in designing and implementing effective marketing strategies and meaningful media content for clients. With a repertoire ranging from creative direction to international business consulting, speaking on marketing and branding, Garitty's skills and dedication have earned him and his company numerous accolades, including being recognized in Adweek's list of 100 fastest-growing agencies in both 2020 and 2022. His ability to adapt to the constantly changing demands of the industry has helped him drive success for his clients. Episode Highlights Wait, Owen’s agency was awarded for growing in 2020? How’d he pull that off with everything happening in the world then? “Our success is building on being nimble and we were able to pivot to more online storytelling and selling online.” How Owen’s background as a photographer and director of documentaries informed his work as a creative. “I approach creative like film—which is critical when it comes to long-form content.” Examples of long-form branded content. “YETI has done great things with their YETI presents,” Owen noted, However, B2B brands can do this too. This was the case with the documentary Lionhearted that Owen and his team created for B2B marketers Safariland Group. What brand has made Owen smile recently? “I’m gonna get a lot of hate but it’s a fun example—Ben Affleck and Jennifer Lopez's campaign for Dunkin’.” Owen pointed out that while this ad was polarizing, producing a strong response—love it or hate it—is a good thing. To learn more, go to OwenGarrity.com or check out the FPW Media website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Precious Williams is a 13-time national elevator pitch champion, a four-time best-selling author, and has been featured on “Shark Tank,” CNN, The Wall Street Journal, Black Enterprise Magazine, and more for her killer pitches. We discussed all of this and more—plus her new book Rainmaking 101 from Day One—this week on the On Brand podcast. About Precious Williams Every time you open your mouth, your prospects will be throwing money at you. Learn the simple steps to wowing your customers with a perfect pitch with Precious L. Williams, the #KillerPitch Master. Precious L. Williams is a 13-time national elevator pitch champion. She has also been featured on “Shark Tank,” CNN, Wall Street Journal, Forbes Magazine, Black Enterprise Magazine, Essence Magazine, and the movie “LEAP.” Her current clients include Microsoft, LinkedIn, Google, NBCUniversal, Federal Reserve Bank, Intuit Quickbooks, Yelp, Harvard University, and more. Precious is a dynamic international professional speaker, effective corporate trainer, and four-time #1 bestselling author. Episode Highlights How do you become a 13-time pitch champion? “I did it out of necessity—my back was up against the wall,” Precious said as we began. “No one would listen to a fat Black woman.” Killer pitches became Precious’s survival mechanism—even during challenging times. “What you want to do is interrupt the pattern of boring,” Precious said on her approach to crafting killer pitches. This includes owning and sharing your unique story. “When you sound like everyone else, you get treated like everyone else,” Precious cautioned. You also have to train your network on how to refer others to you. This is a focus of Precious’s new book Rainmaking 101 from Day One. What brand has made Precious smile recently? Precious told another amazing story here—sharing how SA Sweets sent her both an amazing product with excellent service. “And the owner is another Black woman with a dream. I want to give ‘em some fire!” To learn more, check out her website and connect with her on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Dave Delaney is a communication expert and founder of FutureForth. He brings his Nice Method to his work as a keynote speaker, author, and consultant—helping leaders and aspiring leaders improve their communication and relationship building. We discussed all of this and more this week on the On Brand podcast. About Dave Delaney Dave Delaney is a communication expert and founder of Futureforth.com. He teaches leaders the Nice Method, which emphasizes compassion, empathy, and inclusivity in communication. He's worked with brands like Google and LinkedIn and is a keynote speaker and author of several books, including “New Business Networking” and “The Nice Method.” Dave is passionate about helping others improve their communication skills and building stronger relationships. Episode Highlights Why do we so often forget the “nice” in our communication with others? Dave summed it up in one word—empathy. “We don’t pause long enough in our back and forths. Slowing down is a big part of my work.” Nice networking. We talked a lot about the bad actors that have given networking a bad name. But, as Dave noted, “Networking is essential in business.” What about internal networking? This too is essential. Dave shared that a big part of FutureForth’s work is focused on employee retention. “If people have friends at work, they’re less likely to leave.” What brand has made Dave smile recently? Dave shared his story of discovering Well Being non-alcoholic beer back in 2020. This brand and others led to his three years of sobriety. He also gave a shout out to Diageo for the launch of Guinness Zero. Finally! To learn more, connect with Dave on LinkedIn and DaveDelaneySpeaks.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Nick Scott is the Creative Director of Studio Hansa. The firm leverages his background as a filmmaker by specializing in creating truly moving content for brands like the BBC, Chivas, Google, and, recently, Ukraine’s public broadcasting company. We discussed all of this and more this week on the On Brand podcast. About Nick Scott Founding the studio with over 20 years of experience at the highest levels of filmmaking, Nick Scott has directed numerous international TV series, multiple BAFTA, and Oscar-qualifying shorts as well as documentaries for world-leading brands. His storytelling lists award-winning and entertainment projects across household name brands such as BBC, Film4, Virgin, CBS, Tilda, Chivas, Novotel, and Google. Nick has just completed his first feature film: Me & The Sea Episode Highlights “Simple brands are the best brands,” Nick said. “Simple brands have simple stories just like the best novels and the best movies have simple loglines.” But the foundation is key. And what’s at the foundation? “A good brand.” But sometimes building and rebuilding brands—even a simple brand—can be a complex process as Studio Hansa found when they were approached by Ukraine’s public TV broadcaster. Rebranding by … de-branding? Yes, you read that correctly. “To rebrand the state TV in Ukraine we had to do a lot of de-branding to build trust.” What brand has made Nick smile recently? “Nike—I like so much of what they’ve done,” Nick noted. However, his recent smile was prompted by a moving image of LeBron James when he broke the NBA’s scoring record. To learn more, check out the Studio Hansa website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Amrita Muthur is the VP of Marketing at Superside, a new platform revolutionizing the design of marketing creative in our fast-paced world. She went from being the first marketing hire to overseeing a 400% year-over-year growth strategy. We discussed all of this and more this week on the On Brand podcast. About Michele Arnese When Amrita Mathur joined Superside as their first marketing hire in 2019 there was no product, no platform, and no recurring revenue. No stranger to being called in when companies are at a strategic inflection point with their growth strategy, she did what she’s spent a career in B2B marketing learning how to do: implemented a marketing-led growth strategy that translated into $8 million in subscription revenue in the first year and 400% year-over-year growth since then. Now as VP of Marketing, her team is revolutionizing design at scale for ambitious brands like Amazon, Meta, Shopify, and Coinbase. Episode Highlights No product? No platform? No recurring revenue? That sounds like a story! “Before Superside, I had never worked for an early-stage startup.” But Amrita hit the ground running. During this time, her boss stressed, “I don’t care about revenue. I care about your velocity of learning.” What did she tackle first? “First, I started with that question of what do we want to be when we grow up?” From there, she conducted over 50 qualitative interviews to get at their buyer personas, influencer personas, and the personas of those not likely to buy from the brand. More media means more creative. Amrita and I talked a lot about the “volume and velocity” of marketing creative today. “It’s a tough market. You don’t just need good creative. You need great creative. Especially in the B2B space.” So, what is Superside? Charting new territory in the space between open design marketplaces like Fiverr, freelancers, and traditional agencies, Amrita arrived at a unique phrase for their positioning, “CAAS—Creative As a Service. Even if someone doesn’t get it, it provides permission to explain.” What brand has made Amrita smile recently? As a proud Canadian, she shared the innovative underwear brand Knix for their standout creative. To learn more, connect with Amrita on LinkedIn and Twitter. And, of course, check out Superside! As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Michele Arnese is the founder of the leading Sonic Branding Agency amp. His team has developed audio brands for clients such as Mercedes-Benz, Mastercard, BMW, UniCredit, and more. We discussed how to build audio brands, sonic identity, and more this week on the On Brand podcast. About Michele Arnese Designed in Italy and assembled in Germany, Michele is a self-driven strategic and creative thinker with a strong entrepreneurial approach: he founded the worldwide leading Sonic Branding Agency amp in 2009. In the field of audio branding, he’s considered one of the world’s foremost experts, with clients including Mercedes-Benz, Mastercard, Deloitte, Porsche, BBVA, Geberit, BMW, UniCredit, MINI, Triumph, The Linde Group, and a range of international awards for his work with amp (among others, four Red Dot Awards in a row and an ADC in silver). He's a member of the prestigious Audio Branding Society and also a Guest Professor at the renowned design university NABA/Nuova Accademia delle Belle Arti in Milan, where he teaches Sound Branding for the Master's Certificate in Sound Design. Episode Highlights “Every brand has a sound. The question is who defines it?” Michele began our exploration of sonic branding with this truth bomb. Is audio branding more of a thing now or has it always been there? “You’re probably asking the wrong guy,” joked Michele, who’s run an audio branding agency since 2009! “But the fragmentation of the brand ecosystem is a big part of the recent activity.” Where do you start with sonic branding? “We had to invent a process. First, you have to analyze the brand. Then we develop sonic principles based on this. We then create mood boards that reflect what we call the sonic brand DNA.” Michele shared how the amp team worked with Mastercard on their new point-of-purchase sonic identity system. Want to hear more about this? I chatted with Mastercard CMO Raja Rajamannar about this here on the On Brand podcast. Listen now. What’s one thing we can do to start our own audio branding journeys? “Open up your brand,” stresses Michele. “Everyone thinks they’re a DJ but you need to start with a design-oriented process supported by data.” What brand has made Michele smile recently? As Michele noted, it’s great when a client can make you smile. He shared a smile from the Super Bowl work his team did for Avocados from Mexico. To learn more, go to ampsoundbranding.com and connect with Michele on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks. His latest book is Assemblage: The Art and Science of Brand Transformation. We discussed all of this and more this week on the On Brand podcast. About Emmanuel Probst Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey. Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom, and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. His latest book is Assemblage: The Art and Science of Brand Transformation. Episode Highlights Technology and COVID have changed a lot about consumer behavior but … “You also have to look at what hasn’t changed,” Emmanuel began. “We as humans crave in-person and interpersonal interactions.” “Stop trying to compete with Amazon,” Emmanuel cautioned. “People keep saying retail is dead. Retail is growing faster than e-commerce. But it has to be either very high touch or very unique.” Furthermore, brands have to make a positive impact in the world and in the lives of consumers today. Where do you start with this? “Don’t try to be everything to everyone,” Emmanuel said. “An airport saying it wants to be carbon neutral isn’t a realistic goal. But Dove can celebrate real beauty.” That’s why brand building is both an art and a science. So, how is branding like wine-making? The title for Emmanuel’s new book Assemblage comes from his belief that this art and science has more in common with makers of spirits like wine and bourbon (now he has my attention!). “The master blender combines samples from a variety of grapes and methods.” Are there examples of brands doing this? “Liquid Death has changed the conversation around water,” said Emmanuel, adding that much of the brand’s innovation came as the result of relatively cheap but incredibly innovative creative. Liquid Death comes up a lot on the On Brand podcast. It was referenced recently by Rebecca Coleman and as far back as David Brickley. What brand has made Emmanuel smile recently? “I have two!” Emmanuel shared, again leading with Liquid Death for “murdering your thirst.” He also pointed us to B2B copywriter George Tennenbaum for his engaging presence on LinkedIn. To learn more, connect with Emmanuel on LinkedIn and find his new book Assemblage on Amazon, Barnes and Noble, or wherever you like to shop. Want more Emmanuel Probst On Brand? Check out his previous appearances on marketing in the midst of the pandemic and creating brands for tomorrow’s consumers. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Rebecca Jolly is co-author of the new book How Music Grows Brands. As a consultant she focuses on innovative brand solutions across the music and entertainment industries to drive growth and connect with audiences. She discussed how brands need to approach music differently this week on the On Brand podcast. About Rebecca Jolly Rebecca Jolly is a global business consultant focused on innovative brand solutions across the music, publishing, and entertainment industries, utilizing the power of music to drive growth, connect with audiences, and as a vehicle for change and impact. She's worked for and with music entities including Beatport, Spotify, SFX Entertainment, Mixmag, and MassiveMusic in New York, London, and Amsterdam. Her brand work extends into some of the biggest global consumer brands including Microsoft, Budweiser, Samsung, Diageo, and New Balance. Rebecca's work has been featured in Billboard, Entrepreneur, and Music Week. Rebecca speaks regularly on industry panels, including Cannes Lions, SXSW, and ADE, and has also been featured as a guest lecturer at NYU. Episode Highlights Brands and music should go together but … Yeah. As Rebecca began, “Music doesn’t fall as early as it should in brand strategy.” That’s why she’s set out to change how we think about this. Two great On Brand guests = one great book. Rebecca teamed up with our previous On Brand guest Joe Beliotti (known for his music work at Coca-Cola) in authoring the new book, How Music Grows Brands. “We wanted to create a field guide to address this issue and help brands.” “Music consumption has changed over the last 30 years,” Rebecca noted. “Gen Z consumes music in a very different way. But music is a big passion point. If you can get this right it will pay off in dividends.” What brand has made Rebecca smile recently? Though Rebecca hates being put on the spot, she delivered with a smile-worthy UK brand—Minor Figures oat milk. Her most-consistent smiles from the brand come from their hilarious social media that includes everything from ducks in costume to ASMR. To learn more, go to howmusicbuildsbrands.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Ann Handley is the Chief Content Officer at MarketingProfs and the Wall Street Journal bestselling author of Everybody Writes. Recently, she embarked on a “down-to-the-studs” second edition of the book—revised, expanded, and 10% funnier. We talk about all of this—including why she didn’t want to promise more than 10% funny—this week on the On Brand podcast. About Ann Handley Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the seven people shaping modern marketing. Ann is a digital marketing pioneer and the Chief Content Officer of MarketingProfs, the leading marketing training company with more than 600,000 subscribers. She is the Wall Street Journal bestselling author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Her books have been translated into 19 languages, including Turkish, Korean, Italian, Chinese, and Japanese. A LinkedIn Influencer, she has more than 420,000 followers on Twitter and is consistently named one of the more influential marketers on social media. She has contributed commentary and bylines to Entrepreneur magazine, IBM’s Think Marketing, Inc. magazine, Mashable, Huffington Post, American Express, NPR, and the Wall Street Journal. Ann lives in Boston, where she is Mom to creatures two- and four-legged. She is an E.B. White Superfan, a Cavalier King Charles Spaniel enthusiast, and a novice tap dancer. She escapes it all by retreating to her tiny-house office, which houses her vintage typewriter collection. Episode Highlights “Mediocrity has always been there,” Ann began as I asked about her focus on helping marketers escape a world of content mediocrity. However, she was quick to note that she never wants to make people feel bad—especially about their writing. What someone really means when they say ‘I’m terrible at writing.’ We have a lot of baggage with writing. “When someone says ‘I’m terrible at writing what they usually mean is ‘I’m terrible at grammar.’” But that’s just one piece of writing. And anyone can write. Or, perhaps a better way to say it is, everybody writes … “A fun romp through writing.” Recently, the second edition of Ann’s bestseller Everybody Writes came out. New revised, and 10% funnier. Why just 10%? She explained that she didn’t want to overpromise on the funny. The sunroom of brand voice. This ambitious undertaking had her taking the book “down to the studs” and rebuilding and in some cases removing sections. She also expanded the concept of brand voice into its own section. Think your brand isn’t cool enough for brand voice? Check out the Northeast Ohio Regional Sewer District (a favorite of Ann’s). What brand has made Ann smile recently? “Cunk on Earth,” a hilarious new series on Netflix starring Diane Morgan. “It made me laugh out loud and I don’t do that a lot.” To learn more, check out her website and connect with her on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Mark Carpenter is a serial storyteller and co-author of the best-selling book Master Storytelling. Mark shared how you can be more intentional as you tell stories in your work building brands, inspiring teams, and leading in both work and life. Master storytelling by listening to Mark this week on the On Brand podcast. About Mark Carpenter Mark Carpenter is a serial storyteller. Even as a child, he loved to tell stories (mainly to get attention). He leveraged that ability into a career in marketing communications and public relations, then as a college professor and corporate facilitator. Now, he teaches people how to more intentionally tell stories that teach, lead, sell, and inspire to accomplish business and personal goals. He is the co-author of the best-selling book Master Storytelling: How to Turn Your Experiences Into Stories that Teach, Lead, and Inspire and co-creator of the Master Storytelling Workshop. Leveraging a 20-year career in corporate communication, 10 years working as an adjunct professor of communication, and 15 years facilitating training, Mark couples a lively, engaging style with purposeful, impactful learning. When he’s not training, speaking, coaching, or creating new content, Mark is likely hiking or snowshoeing in the mountains near his home in Utah, playing the piano, bragging about his grandchildren, or writing children's books. Episode Highlights “Building a brand isn’t like putting money in a slot machine,” Mark joked. Like storytelling, it requires intentionality. “You have to look for the experiences.” How can you find stories? Mark advises us to, “Look for anything that creates an emotional reaction.” Stories are built around emotion and help produce emotion as they’re shared over and over again. As brands, we need to encourage our people to look for these moments of customer emotion around the brand. “Sharing experiences requires vulnerability,” Mark noted. It takes a lot as a brand and as a leader to stand up and say, “This is who we are.” Leading with story. “You’ll be seen as a stronger leader if you connect through story,” Mark shared. “You need to connect the information to your people. Make it real for them. That’s the job of a leader.” What brand has made Mark smile recently? Mark came prepared for this question! He shared another brand that made him smile earlier in the interview, Second Chance Academy. However, his big smile came from his hometown favorite, Kizik shoes, which Mark wears everywhere. To learn more, go to master-storytelling.com or connect with Mark on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Ulli Appelbaum has held senior strategy and account planning roles at some of the largest advertising agencies in the world, working with brands like Wrigley, Hallmark, Nestle, and Chrysler along the way. His latest book is The Brand Positioning Workbook, which we discussed this week on the On Brand podcast. About Ulli Appelbaum Born in Germany, raised in Africa and Belgium, and now living in the US, Ulli Appelbaum has held senior strategy and account planning roles at some of the largest advertising agencies in the world including BBDO Germany and Chicago, Leo Burnett Budapest, Frankfurt & Chicago, Fallon Worldwide in Minneapolis, and SapientNitro in Chicago, L.A., and Minneapolis. His insights and strategies have helped brands such as Wrigley, Nestle Purina, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, and many more. In 2014, he launched First The Trousers Then The Shoes Inc. a brand research and strategy consultancy based here in Minneapolis working for clients including Siemens, Outlaw Energy Drinks, Post Consumer Brands, Angel’s Envy/Bacardi, Flexera, Anchore, Double Good, Verve Credit Union and a few more. Ulli is the author of The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster, the best-selling Positioning Development Method Cards, Aha!, The Ultimate Insight Generation Toolkit, and 26 Popular Children Games from Around The World, a set of game cards created to help promote cultural understanding and tolerance among children through play. Episode Highlights The strategy on the shelf. After a quick laugh up front, Ulli and I opened the show with a conversation about strategy. Often, when digging deeper with clients, Ulli found an old strategy “on the shelf” that no one was really using. How can you make strategy more actionable? This, like many things, comes to better understanding your customer. Ulli shared a recent client experience that reinforced the need for better insights and research. A workbook for the work of brand positioning. When Ulli embarked on his latest book, he found no shortage of existing books on positioning. However, as a seasoned brand builder, Ulli knows that positioning is a lot of work. That’s why he set out to create not an encyclopedia of brand positioning but rather a simple workbook for setting this critical process in motion—The Brand Positioning Workbook. What brand has made Ulli smile recently? Ulli shared the latest work from McDonald's UK, where the brand has made the bold move of not showing the restaurants or food but rather their iconic (golden) arches as eyebrows. To learn more, connect with him on LinkedIn or check out his website for First The Trousers Then The Shoes. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Rebecca Coleman is the President of The Narrative Group and leads US operations for We Are Social. Her work is defined by the innovative approach of earned-led thinking, which has been used by brands including Mcdonald's, Harmless Harvest, and Universal Pictures. We discussed all of this and more this week on the On Brand podcast. About Rebecca Coleman Rebecca Coleman holds over 20 years of experience in building great relationships with clients and even better campaigns for their brands. Currently, she is President at The Narrative Group, an award-winning creative agency that specializes in earned-led brand experiences for some of today’s biggest brands including McDonald’s, Harmless Harvest, and Universal Pictures. Previously, Rebecca founded Something Massive, a strategy-led advertising agency and production company with clients like Plum Organics, Oikos, and KIND. Episode Highlights News about The Narrative Group. As we began the interview, Rebecca shared that her company, The Narrative Group, just merged with We Are Social—the world’s largest social media agency. “A bit part of what got their attention was our work on Minions …” Making Minions cool again. When client Illumination Entertainment and Universal Pictures came up with the strategy to make minions cool again, they worked with The Narrative Group to help take on the challenge. “Culture has decentralized today,” Rebecca explained, noting the importance for brands of focusing on sub-cultures of their audiences and customers. “You not only have to show up in the right places—you have to be connected with their interests in places like TikTok.” What brand has made Rebecca smile recently? “Liquid Death! They made water from cans—which is better for the environment than bottles—look badass.” This was a very on-brand smile as it’s all about knowing their subcultures. To learn more, check out the websites for The Narrative Group and We Are Social and connect with Rebecca on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Mark Kilens is Chief Marketing Officer of Airmeet, a virtual and hybrid event platform. While it’s been a challenging couple of years, events of all kinds—virtual, hybrid, and live—are critical components of the content marketing landscape. Mark and I discussed all of this and more, this week on the On Brand podcast. About Mark Kilens As Chief Marketing Officer of virtual and hybrid event platform, Airmeet, Mark Kilens leads a global team of marketing professionals who are working to advance the event-led growth movement across the B2B events category. Kilens has 15 years of marketing leadership experience. His main goal is to help global businesses engage and grow their customer base through event-led growth practices. This consists of using immersive and integrated events across the entire customer journey to create a highly personalized digital experience. Prior to joining Airmeet, he served as VP of Content and Community at Drift, and oversaw Drift Insider, a community of 50,000+ members. He also previously held the title of VP of Marketing at HubSpot and went on to build HubSpot Academy from the ground up, which led the company to surpass $600 Million USD in revenue. Episode Highlights “We need to expand our definition of events,” Mark began. “Events include webinars and online events as well.” Mark went on to talk about how podcasts are events as well. Chicken or egg? In talking about the interrelationship between content and events, Mark posed a classic chicken-and-egg question: what should come first—the content or the event? Mark made a case for both. “It really depends on what you’re doing with your event.” “If there’s one thing to do differently in your events …” I love this type of statement from a guest. Mark suggests that we need to spend as much time planning the event as we do producing and promoting it. This adds up to time well spent as you dig deeper on what your event is and who it’s for. What brand has made Mark smile recently? “Patagonia—I just love the brand and the product,” Mark noted. “Plus they’re picking a side and that’s important in branding today.” To learn more, you can connect with Mark on LinkedIn and Twitter. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Linda Fanaras is CEO/Strategist of Millenium Agency, where she helps B2B brands develop integrated campaigns that get results with her innovative approach of transforming market research into powerful campaigns. This isn’t always easy—especially when it comes to B2B. We discussed all of this and more this week on the On Brand podcast. About Linda Fanaras Linda A. Fanaras, CEO/Strategist of Millennium Agency, is an award-winning executive marketer with exceptional leadership and communication skills, relationship-building expertise, and a proven track record in executing strategic marketing campaigns that improve marketing ROI and CLV. Linda is highly experienced in brand analysis and structure, positioning and messaging that engages, the development of integrated digital marketing campaigns, and the formulation of creative concepts for B2B manufacturing and software technology. Focused on motivational and positive inclusive leadership skills, she drives marketing teams to achieve exceptional results. Episode Highlights What do B2B brands need to do differently in branding and marketing today? I thought I’d start with a softball! However, Linda knocked it out of the park. “B2B brands need to remember to focus on the end user. And that’s often a business rather than a specific consumer demographic.” “From there, focus on getting your language and story down.” Linda stresses that marketers need to continue to test this through ongoing surveys and focus groups. How can marketers stay sane in the new year? Marketers have to be organized and strategic.” And creative to boot! That’s not always an easy combo. That’s why Linda notes that it’s important for marketing leaders to understand their team and what motivates them. What brand has made Linda smile recently? “Lazy One—creators of stylish PJs, robes, and slippers.” I love learning about new brands. Especially ones that can help me get comfortable as I think about all of the challenges marketers face today! To learn more, go to mill.agency and connect with Linda on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

John O’Melia serves as Chief Customer Officer at Contentsquare. His Customer Success team works to ensure that brands of all shapes and sizes are able to understand what’s happening with their brands online and, more importantly, why. We discussed all of this during our conversation on the On Brand podcast. About John O'Melia John O'Melia was previously the CEO of Seal Software, which was acquired by DocuSign in 2020. He has also held senior leadership positions in Customer Success and Sales at EMC. Earlier in his career, he was a partner at Coopers & Lybrand/PwC where he oversaw global projects in multiple industries. Over the course of his career, he has always sought to truly understand customers’ needs and aspirations associated with their investment in technology and to ensure they realize the maximum possible return. John joined Contentsquare in early 2021 as Chief Customer Officer. His Customer Success team works to ensure all customers harness the full power of Contentsquare’s technology to drive significant business value. Episode Highlights Making the digital world more human. When I asked John for Contentsquare’s elevator pitch that’s how he answered—helping customers make the digital world more human by understanding “what’s happening and why it’s happening.” What can companies do today to make their brand recession-proof? “There are two things,” John notes. First, you have to be truly data-driven.” He went on to cite a stat that only 7% of companies are data-driven. The second thing is a little harder. “You have to fit on customer experience,” John explained. “You have to look beyond just checking the box. Is your brand really known for this?” What brand has made John smile recently? John shared a story that made him (and me!) smile with a brand in a … “unique” industry: Lovehoney. To learn more, check out the Contentsquare website and connect with John on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices