On Brand with Nick Westergaard

Matt Abrahams is a leading expert in the field of communication and a lecturer in Organizational Behavior at Stanford University’s Graduate School of Business, where he also hosts the popular, award-winning podcast Think Fast, Talk Smart. A sought-after keynote speaker and consultant, his new book is Think Faster, Talk Smarter. We discussed all of this and more this week on the On Brand podcast. About Matt Abrahams Matt Abrahams is a leading expert in the field of communication. As a Lecturer in Organizational Behavior at Stanford University’s Graduate School of Business, he teaches popular classes in strategic communication and effective virtual presenting and has received the school’s Alumni Teaching Award. Matt also teaches public speaking and co-teaches Improvisationally Speaking in the Stanford Continuing Studies Program. When he isn’t teaching, Matt is a highly sought-after keynote speaker and communications consultant and coach. He has helped numerous presenters prepare for high-stakes talks, including IPO road shows, Nobel Prize award presentations, and appearances at TED and the World Economic Forum. His online talks garner millions of views and he hosts the popular, award-winning podcast Think Fast, Talk Smart, The Podcast. His book Speaking Up without Freaking Out: 50 Techniques for Confident and Compelling Presenting has helped a wide audience manage speaking anxiety and present more confidently and authentically. To relax and rejuvenate, Matt enjoys hiking with his wife, talking and watching sports with his kids, hanging out with his friends, and being continually humbled at the karate dojo. Links from the Show Here's a link to Matt's new book Think Faster, Talk Smarter: How to Speak Successfully When You're Put on the Spot. Matt has several episodes of his Think Fast, Talk Smart podcast on anxiety and public speaking. Here's one we discussed. We also discussed why improv is important in business. Matt closes his podcast with the question, “Who's a communicator you admire and why?” I asked Matt who pointed us to Britney Packnett Cunningham’s work on confidence. What brand has made Matt smile recently? Matt loves Superhuman — a tool that helps him be more efficient with email. Since I turned Matt's question on him, he did the same thing to me — asking me for a brand that's made me smile recently. I went with Criquet Shirts. I love their shirts and the brand's presence on Instagram. Connect with Matt on his website MattAbrahams.com and LinkedIn and check out the Think Fast, Talk Smart podcast. 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

Jamie Turner is a lot of things — leading author, professor, consultant, and TV news contributor. However, at the end of the day, Jamie says he’s a helper first and foremost. His work helps brands like Coca-Cola and Mercedes-Benz as well as leaders at organizations of all sizes. We discussed all of this and more this week on the On Brand podcast. About Jamie Turner Jamie Turner is an internationally recognized author, professor, consultant, and TV news contributor who has helped The Coca-Cola Company, Holiday Inn, Mercedes-Benz, and other global brands tackle complex business problems. He has been featured in The Wall Street Journal, Forbes, HuffPost, Business Insider, Entrepreneur, Inc., and other prominent publications. He's also a regular guest on CNN, where he delivers segments on marketing, customer experience, and leadership. Jamie is the co-author of four essential business books, the latest of which is An Audience of One published by McGraw-Hill. Links from the Show The new book! Here's Jamie’s most recent book, An Audience of One. Check out Jamie’s work at JamieTurner.live and UnspokenRules.live. Connect with Jamie on TikTok, Instagram, Twitter, LinkedIn, and YouTube. What brand has made Jamie smile recently? Jamie shared two recent smiles — Progressive Insurance and some fun stories from the founder of Bumble. 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

Ana Andjelic is Chief Brand Officer of ESPIRIT Holdings Limited and the author of the book The Business of Aspiration. Specializing in building brand-driven modern businesses, Ana is one of Forbes’s The World’s Most Influential CMOs. We discussed all of this and more this week on the On Brand podcast. About Ana Andjelic Ana Andjelic is a brand executive, author of “The Business of Aspiration” and one of Forbes’s The World’s Most Influential CMOs. Ana specializes in building brand-driven modern businesses. Most recently, she led the rebrand of Banana Republic and is now the Chief Brand Officer at ESPRIT. Ana earned her doctorate in sociology and is a widely read columnist, speaker, and advisor. Links from the Show ESPIRIT's new line targeted at Gen X and Gen Z (what Ana called “two for one”). Here's a collection of classic ESPIRIT ads from the '80s like Ana and I were discussing during the show. Check out Ana's book The Business of Aspiration. What brand has made Ana smile recently? Art collective MSCHF, specifically their recent colab with Victoria Beckham. Connect with Ana on X, Instagram, and LinkedIn. You can also sign up for her Substack. 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

Paulo Ribeiro is the founder of Two Things, a transformative agency for active lifestyle brands. With clients like The North Face, Timberland, and more, Paulo's expertise in brand advertising and global brand strategy has shaped industry leaders like Nike and Electronic Arts. We discussed all of this and more this week on the On Brand podcast. About Paulo Ribiero Paulo Ribeiro is the founder of Two Things, a brand transformation agency that focuses on the active lifestyle category. Two Things serves clients such as The North Face, Timberland, Visit Sun Valley, Mad Hippie, Converse, and Arc'teryx. Paulo began his career in brand advertising first in NYC and then in SF at Hal Riney+Partners, the first creatively led agency, during the dot com boom. At Wieden + Kennedy, he was head of global brand strategy for Nike and Electronic Arts through the era of digital transformation. He led the evolution of innovation agency Redscout to better serve Silicon Valley, working with Reid Hoffman on LinkedIn's positioning and expanding Gatorade's portfolio from beverages to food and digital products. Paulo was the Managing Director of one of the first Venture Studios-West SF, which was founded by Jack Dorsey to accelerate the growth of many of the world's most disruptive startups. His portfolio included Venmo, Jawbone, Twitter, Braintree, Square, Tumblr, and many others. More recently he led the creation of the Wieden + Kennedy Lodge the innovation agency, within the W+K Network, working with Nike's secretive Innovation Kitchen, Samsung, and Verizon as clients. The fruits of that labor contributed significantly to W+K earning Global Agency of the Year two years in a row. Paulo’s work has been discussed in the New York Times, Fast Company, The Wall Street Journal, Ad Age, Adweek, Techcrunch, Monocle, The Guardian, Communication Arts, LA Times, Business Insider, and many other publications. Episode Highlights What is a lifestyle brand? Paulo and his team define it as, “any brand that encourages an active lifestyle” including both athletics and travel. What are the Two Things? The name of Paulo's agency comes from “the art of combining two unrelated things in an interesting way” to stand out in the crowded, distracted world we find ourselves in. The role of tension. Paulo and I spent a lot of our conversation talking about tension. Tension between the advertising industry and the Silicon Valley innovation mindset. Tension between scale and experimentation. This tension can play an important role in standing out today. What brand has made Paulo smile recently? First, Paulo threw it back to the EA and Nike collaboration, Dot Swoosh, that he referenced earlier. He then shared the amazing activation the Barbie team did with Ken and the Dream House. “Actions speak louder than words.” To learn more, check out the agency's website at TwoThings.co. 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

Anthony Butler is a “can-do” digital marketing and brand growth expert. That motto of the military unit he led in Iraq and he brings that mindset to his work helping businesses address the obstacles they face in building and growing their brands. We discussed all of this and more this week on the On Brand podcast. About Anthony Butler Anthony Butler is the founder of the digital marketing agency Can-Do Ideas and the author of Primal Storytelling, Marketing for Humans. He is a highly regarded expert in brand storytelling and digital marketing. Anthony served as both enlisted and as an officer in the US Army. He also graduated from the United States Military Academy at West Point and the US Army Ranger School. He is a combat veteran and commanded an infantry company in Iraq during the invasion of Baghdad. He is a Brazilian Jiu-Jitsu blackbelt and currently resides in Montana with his wife and two sons. Episode Highlights From the military to marketing. Anthony shared his compelling life story — from his background in the armed forces to the can-do mindset he developed there and now uses in his work to help businesses grow. “It taught me to be regimented with my time.” What brand has made Anthony smile recently? On a recent trip to South Dakota to visit family, Anthony was struck by the power of the Harley Davidson brand over time. “Any time someone will tattoo a brand on their body is big.” To learn more, connect with Anthony on LinkedIn and check out the Primal Storytelling 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

Thaler Pekar is a pioneer in the field of organizational storytelling. Her work helps leaders, employees, and customers connect around shared stories. We discussed all of this and more this week on the On Brand podcast. About Thaler Pekar Thaler Pekar is a communication pioneer, lauded as one of the world’s leading experts on institutional storytelling. For 18 years, she and her team at Thaler Pekar & Partners have advised visionary leaders worldwide on gaining confidence, insight, and influence. Episode Highlights How institutional storytelling works. “It helps to have an equitable leader,” Thaler began, describing how the stories leaders share can connect all levels in an organization. Small stories can exemplify the brand. Thaler shared a story from her work with retail giant Kiehl's. “They're really committed to the idea of hospitality,” she notes. “Finding stories is about learning more about what customers want.” “People don't listen because they themselves don't feel heard.” I had to pause the interview and write this one down! Thaler notes that people are complex and can miss this critical first step — listening. What brand has made Thaler smile recently? “Barbenheimer!” Thaler and I discussed how this marketing phenomenon was a true story of a “high tide raising all ships.” To learn more, check out the Thaler Pekar & Partners 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

Jay Norman is the Global Head of Music Marketing at Spotify. His work at Spotify and his background as co-founder of the content shop Verse + Hook has focused on helping brands create and connect through culturally impactful work. We discussed all of this and more this week on the On Brand podcast. About Jay Norman Jay Norman is a creative leader, marketer, and co-founder with a 15-year + commitment to designing campaigns merging culture and human emotional experiences. Currently serving as the Global Head of Music Marketing at Spotify, Justin has worked with several international brands, organizations, and artists, creating genre-bending, culturally impactful work. Within his agency career, he has led campaigns and content for brands such as Johnson and Johnson (Listerine, Tylenol, Zyrtec), Stellantis (Dodge, Fiat, Jeep, Maserati), Unilever (Country Crock, Bertolli, Popsicle, I Can't Believe It's Not Butter) JBL, Harman Kardon, McDonald's, and more. The award-winning content shop he co-founded, Verse + Hook, has crafted work on brands like Pepsi and Kingsford and had an integral role in the composition of campaigns and media featuring artists and musicians in advertising for brands like Jeep, Bacardi, Paypal, NFL, and ESPN. Episode Highlights Artists and brands can be strange bedfellows. “Usually it takes the form of an endorsement.” However, as Jay notes, it can often be something much bigger. The problem? “Brands usually come in asking an artist to be in this thing all about me. In reality, it all comes down to story — what about you makes you interesting?” “Our algorithm is one of the best pieces of machine learning,” says Jay. He went on to share the powerful brand touchpoint of Spotify's year-end Wrapped project. What brand has made Darren smile recently? “Barbie,” Jay noted with enthusiasm. “I'm loving that, usually, a brand over-saturating the market backfires. But Barbie reminds us that nostalgia is a powerful tool.” To learn more, connect with Jay 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

Stacey Zimmerman serves as Managing Director at Big Spaceship, where she focuses on deepening client relationships, growing the agency at large, and leading the Account Management discipline. Her passion lies in helping client partners work collaboratively with their agency partners, underscoring how collaboration leads to the most impactful work. We discussed all of this and more this week on the On Brand podcast. About Stacey Zimmerman Stacey Zimmerman serves as Managing Director at Big Spaceship, where she focuses on deepening client relationships, growing the agency at large, and leading the Account Management discipline. Her passion lies in helping client partners work collaboratively with their agency partners, underscoring how collaboration leads to the most impactful work. Nurturing diverse teams, Stacey helps provide education and opportunities to aspiring talent by teaching advertising at both East and West Coast universities for the past decade, serving as executive sponsor for one of Big Spaceship’s employee resource groups (ERGs), and serving as a MAIP mentor. In her five years at Big Spaceship, Stacey has grown the agency’s relationship with Starbucks from a project to AOR, expanding into the loyalty and partnerships space while also helping mount a multi-chaptered brand campaign. Recently, she helped launch Fast Twitch, a new energy drink from PepsiCo, with a holistic campaign and on-the-ground Super Bowl activation. Her experience also includes digital product work; for example, Stacey helped SiriusXM develop a brand new website that made for an entirely revamped experience both for customers and internal marketing teams. Current and past clients include Google, Hasbro, MasterClass, and NFL, among other brands. Prior to Big Spaceship, Stacey worked at a variety of agencies within the Publicis Groupe network on integrated campaigns for brands including P&G, J&J, Veuve Clicquot, Sally Hansen, Visa, and Google. Stacey has also developed an expertise in the tech space, developing sites, apps, and digital campaigns for clients such as Mercedes-Benz and COTY. Episode Highlights Building successful partnerships with clients. “It's a constant conversation,” Stacey notes. “You also have to set up imperfection — that we might change our mind along the way and that's okay.” “I sometimes forget that you don't work here,” Stacey loves hearing this from clients. Again, this is indicative of the close partnerships she believes in building rather than account management. We need a better label ... Stacey notes that though she's a big believer in the account management discipline, it's a limiting label. She promises to keep us posted on what she and the team comes up with! What brand has made Stacey smile recently? Stacey began with a big shoutout to all of the amazing Barbie work before sharing the story of Orange and an AI-generated women's soccer ad. To learn more, check out the Big Spaceship 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

Ariadna Navarro is the Chief Growth Officer and Chief Strategy Officer at VSA Partners where she and her team help clients of all shapes and sizes—from blue chips to B2B to startups. We discussed all of this and more this week on the On Brand podcast. About Ariadna Navarro Ariadna Navarro is the Chief Growth Officer and Chief Strategy Officer at VSA Partners, an agency that designs for a better experience. VSA Partners works with a wide range of businesses, from blue chip companies like IBM, AT&T, and Google; to B2B brands like Cargill, Curia, and Ever.AG; to startup disruptors like Black Telehealth and Robinhood. Ariadna helps clients identify and unlock growth potential by connecting business strategy to brand and experience strategy to relentlessly and cohesively deploy a company’s ambition. Episode Highlights Fluff vs. business asset. Ari began our conversation by sharing that VSA takes a different view of brand. “We see brand as a business asset. Some think it's just advertising—brand as fluff.” “Technology has enabled brands not to think a lot,” Ari added. “Because you can A/B test everything.” However, she cautions, we need to remember the consumer and not get carried away. “Less not more.” P to P to E. Ari also shared the VSA approach to defining a brand's goals. “We think of it in terms of P to P to E—Promise to Performance to Experience.” What brand has made Ariadna smile recently? Ari shared an engaging new IKEA campaign factoring in your “travel time” to the store. To learn more, check out the VSA Partners 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

Abbey McGrew is the founder and creative director of Wayfarer Design Studio, where she helps thoughtful e-commerce founders to bring their brands to life through visual identity, packaging, and web design. We discussed all of this and more this week on the show. About Abbey McGrew Abbey McGrew is the founder and creative director of Wayfarer Design Studio. Known for her heart-led approach to design, Abbey helps thoughtful e-commerce founders to bring their brands to life through visual identity, packaging, and web design. She believes that great branding is more than skin deep and always finds a way to weave deeper meaning into every last detail of her work. Episode Highlights What's in a name? “The name Wayfarer carries personal significance for both me and my clients,” Abbey shared. “To me, it symbolizes a passion for exploring the world with my husband, which inspired me to establish the company in 2016. To my clients, it speaks to the experience of embarking on a journey without clear direction, as is often the case when starting a business.” Connecting design to brand story. “Through our design work, we aim to help our clients find clarity and envision their future, serving as guides on their entrepreneurial journey,” says Abbey. What brand has made Abbey smile recently? Having recently returned to the U.S., Abbey has been buying a lot of American products. One that stood out recently was Billie Razors. She tells the story behind the smile during the show. To learn more, check out the Wayfarer Design Studio website and connect on Instagram. 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

Chantal Cornelius has spent the last two decades helping hundreds of coaches, consultants, and speakers grow their businesses and achieve their goals by making strong emotional connections with their clients. We discussed all of this and more this week on the On Brand podcast. About Chantal Cornelius Since founding Appletree Marketing in 2000, Chantal Cornelius has spent the last two decades helping hundreds of coaches, consultants, and speakers grow their businesses and achieve their goals by making strong emotional connections with their clients. Chantal knows that the key to standing out from competitors is to build strong, long-lasting relationships. Her mission is to help business owners realize that the path to success doesn’t involve churning out endless social content. In her writing and speaking, Chantal introduces business owners to the different Stand Out Strategies that they can use to make the best emotional connection with their clients. She explains how to utilize them, in order to stand out from their competitors, by incorporating more emotion and empathy into their work. Episode Highlights Threads? What do we do?!? This is a question marketers have been asking with the latest shiny new thing. “Think strategy before tactics,” Chantal cautions. Where do we start? “Listen to your clients.” Again, with so many distractions today, it can be hard to remember this simple yet effective advice that Chantal doubled down on. How can marketers build an emotional connection? “My research over the past few years has yielded five emotional strategies driving brands.” They are: Certainty Connection Contribution Growth Significance What brand has made Chantal smile recently? “I love Škoda, the car manufacturer,” Chantal shared. She loves the brand both for its funky colors and the amazing services she receives from Sam at her dealership! To learn more, go to ChantalCornelius.com 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

Dan Zavorotny is the co-founder and Chief Operating Officer of Nutrisense, a metabolic health company that helps anyone discover and reach their health potential. This standout brand in the health and wearable spaces helps people own their health. We discussed all of this and more this week on the On Brand podcast. About Dan Zavorotny Dan Zavorotny is the co-founder and Chief Operating Officer of Nutrisense, a metabolic health company that helps anyone discover and reach their health potential. Under Dan’s leadership, Nutrisense has become one of the fastest-growing startups in America. He has led the company through rapid growth, building a team of 170 employees in just over three years, and raising 32 million. Prior to co-founding Nutrisense, Dan worked as a Healthcare Management Consultant at KPMG where he advised Fortune 500 clients and three of the top five hospitals in the US. Dan is passionate about travel, having visited over 100 countries before the age of 30. Episode Highlights “One-third of the United States is pre-diabetic,” Dan shared this staggering fact as we began our conversation. “Our goal is to inspire people to take ownership of their health,” Dan said of Nutrisense. Why glucose? “Glucose is a good proxy for a lot of things,” including blood, stress, and more. A wearable brand. Nutrisense monitors stand out in a way that evokes those first white iPod earbuds. “Our own customers become our brand ambassadors. They serve as conversation starters.” What brand has made Dan smile recently? Dan shared his love of a Brazilian brand called iFood. “It’s like a combination of Uber they deliver anything—food, pharmaceuticals, something from your friend’s house.” To learn more, connect with Dan on LinkedIn and check out Nutrisense.io. 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

Donna Griffit is a world-renowned Corporate Storyteller, pitch alchemist, and author of the bestseller Sticking to My Story. Based on 20 years of helping startups, her book and her work help founders and startups who find themselves stuck in telling their stories. We discussed all of this and more this week on the On Brand podcast. About Donna Griffit Donna Griffit, author of Sticking to My Story: The Alchemy Of Storytelling For Startups, is a world-renowned Corporate Storyteller and Pitch Alchemist. She has helped over 1000 startups, corporates and investors raise over one billion dollars and accelerate their sales with a personal touch and unmatched messaging savvy, in any industry, at any phase. Episode Highlights Wait—what is a “pitch alchemist”? I had to ask. “Taking one element and transforming it” as part of a larger brand story, Donna shared. What inspired Donna to write Sticking to My Story? “It was a book 20 years in the making. It’s what I’ve learned along the way. Stories stick. It’s that simple.” How gender dynamics play a role in personal branding and storytelling. “Women struggle when it comes to tooting their own horn as they’re seen as too assertive,” Donna notes. “But you have to toot your own horn.” The secret: “Back up the ‘toot’ with a fact.” What brand has made Donna smile recently? Donna shared a story on the occasion of Microsoft's 8th year anniversary of acquiring LinkedIn, which tied back to our earlier conversation when Donna noted that you should use your LinkedIn summary to tell a story. To learn more, please visit DonnaGriffit.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

Marcus Collins is head of strategy at Wieden+Kennedy New York and author of the new book For the Culture. In addition to his work as an award-winning marketer and cultural translator, he also teaches marketing at the University of Michigan’s Ross School of Business. We discussed all of this and more this week on the On Brand podcast. About Marcus Collins Dr. Marcus Collins is an award-winning marketer and cultural translator. He currently serves as the head of strategy at Wieden+Kennedy New York and as a clinical assistant professor of marketing at the Ross School of Business, University of Michigan. Prior to his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé. Marcus holds a doctorate in marketing from Temple University, where he studied social contagion and meaning-making. He received an MBA with an emphasis on strategic brand marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. Episode Highlights What does a cultural translator do for brands? “My role is to translate the culture of a part of a group of people to a brand.” This draws on Marcus’s background as an engineer looking to build bridges of trust between culture and brands. “Trust is a mechanism that absorbs uncertainty.” This starts with answering questions about how a brand sees the world and the kinetics of how a brand moves through the world. As Marcus notes, “You gotta walk it like you talk it.” For the Culture is for the people. “It's not a marketing book. It's a people book,” Marcus shared as he explained the need for his new book. “You ask about culture and you’re going to get 35 different answers. We need better language.” Speaking of definitions and language ... I love Marcus’s definition of a brand. “A brand is a vessel of meaning. And that meaning is not fixed.” What brand has made Marcus smile recently? “It might be a bit of a chat as it's a client but I didn't work on it.” Marcus shared his love of the nostalgia evoked by McDonald's in their recent campaign celebrating Grimace’s birthday. Still no word yet on what Grimace is exactly ... To learn more, look for Marcus on all of the socials at “Marc to the C.” Here he is on LinkedIn and Instagram. 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

Annette Simmons is the author of several books including The Story Factor and Whoever Tells the Best Story Wins. Having read a lot of books about story, I can say that Annette is a leader in this area. That's why I was excited to chat with her about her work this week on the On Brand podcast. About Annette Simmons Annette Simmons is a vibrant keynote speaker, consultant, and author of four books: The Story Factor named one of The 100 Best Business Books of All Time, Whoever Tells the Best Story Wins, A Safe Place for Dangerous Truth (AMACOM, 1998), and Territorial Games: Understanding and Ending Turf Wars at Work. Annette started with a business degree from Louisiana State University in 1983, spent ten years in Australia in international business, attained an M.Ed. from NC State in 1994, and started Group Process Consulting in 1996. Annette is surprisingly honest, ferrets out hidden opportunities, joyfully takes risks, and tells a good story. Episode Highlights A shared story. I began by sharing with Annette that we both have backgrounds in advertising. How did we both get into the business of story? “Advertising is the business of story,” Annette added. “If you like to entertain and influence you end up in advertising and you end up telling stories.” But that only works for so long. “Advertising felt empty after a while. The work of the team became more interesting to me. It's the story that everyone tells themselves that drives the behaviors of the group.” The practice of storytelling. I asked Annette about her two books on story — The Story Factor and Whoever Tells the Best Story Wins — and how they fit together. “I'm a practitioner. I only write about what I've tried and what works with groups.” What brand has made Annette smile recently? “I love gardening,” Annette shared. “The nursery just outside of town—they are just magic.” To learn more, check out Annette's website, and feel free to reach out via email (which she shared during the podcast). 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

Joe Pulizzi is the godfather of content marketing, having first mentioned the term in 2001. A serial entrepreneur, he's the founder of Content Marketing Institute and Content Marketing World as well as The Tilt and the Creator Economy Expo. We discussed as much of Joe's work as we could fit into a half-hour episode this week on the On Brand Podcast. About Joe Pulizzi Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. In 2014, he received the "Lifetime Achievement Award" by the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die. He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states. Joe and his family live in Cleveland, Ohio. Episode Highlights Events are back! Kind of ... "I'm a connoisseur of events," Joe began. We discussed how events are back but not completely. "Full travel budgets are not there yet. People have kind of forgotten about events." But they shouldn't ... Creating super fans. "A content marketing organization is set up like a media company—you need two things. You need an amazing online presence and an in-person event. Look at Salesforce and Hubspot. Look at Adobe. Look at Red Bull! They all have in-person events. When people connect at your events you create super fans for your brand." What did Joe learn from writing a mystery novel? After selling CMI, Joe took a sabbatical and ultimately tackled an exciting new challenge—writing the mystery novel The Will to Die. What did it teach Joe? "First, everything needs to be entertaining—even B2B. Second, it's okay to play your hits." As marketers, we often think that once a blog post is written on a certain topic it's time to put it away. However, like a rock musician on tour, we need to remember to revisit our hits. What brand has made Joe smile recently? "That one's easy—The Savannah Bananas. I love everything they do—it all makes me smile." To learn more, go to joepulizzi.com, TheTilt.com, and CEX.events. 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

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