On Brand with Nick Westergaard

The strongest brands don’t shout—they earn trust over time. That’s how Nikki Little approaches her work. She’s the CMO and co-owner at Franco, a women-owned, Detroit-based integrated communications agency with more than 60 years of history. After a full-circle career that took her from early agency life to leading social and communications teams, Nikki now helps shape Franco’s future with a purpose-driven, human-first approach to brand building, storytelling, and leadership. What You’ll Learn in This Episode Why modern brand builders must accept that total control is a myth and focus on reputation monitoring instead The difference between consistent storytelling and repetitive messaging across integrated channels How to apply Brené Brown’s Strong Ground principles to build a solid brand foundation Why employee alignment is the first step in closing the authenticity gap with your customers How to treat AI as an overzealous intern rather than a replacement for strategic relationships Episode Chapters (00:00) Intro (01:34) Authenticity in the Age of Unpolished Content (03:37) Understanding Your Audience and the Brand Core (05:22) The Myth of Total Brand Control (07:25) Navigating Critics and the Crisis Plan (10:10) Storytelling as a Tool for Trust Building (12:45) Internal Culture and the Authenticity Gap (15:12) Leadership Examples: Brené Brown and Liz Plosser (19:51) Rumbling with AI in a Human Business (25:30) Brands That Make Us Smile (28:33) Where to Find Nikki Little About Nikki Little Nikki Little is the CMO and co-owner at Franco, a Detroit-based, women-owned integrated communications agency with a 60-year legacy. With a career spanning early agency life to leading complex social and communications teams, Nikki specializes in a purpose-driven, human-first approach to brand building and leadership. She is a recognized expert in navigating the intersection of PR, digital strategy, and authentic storytelling, helping brands find their "core" to build lasting trust in a critical and fast-moving digital environment. What Brand Has Made Nike Smile Recently? Nikki shared two brands that recently stood out: Chevy, for their deeply authentic "Memory Lane" holiday commercial that mastered the art of non-cheesy storytelling, and Mabel’s Labels, for their proactive customer service that turned a lost shipment into a "customer for life" experience. Resources & Links Check out the ⁠Franco website⁠. Connect with Nikki Little on ⁠LinkedIn.⁠ Listen & Support the Show Watch or listen on ⁠Apple Podcasts⁠, ⁠Spotify⁠, ⁠YouTube⁠, ⁠Amazon/Audible⁠, ⁠TuneIn⁠, and ⁠iHeart⁠. Rate and review on ⁠Apple Podcasts⁠ and ⁠Spotify⁠ to help others find the show. Share this episode — ⁠email a friend or colleague⁠ this episode. Sign up for my ⁠free Story Strategies newsletter⁠ for branding and storytelling tips. 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

Today is a major milestone—Episode 600. My journey behind the mic began in 2012, and since then, this conversation has evolved from simple marketing tactics into the deeper pillars of leadership, communication, and storytelling. To celebrate, I’m flipping the script. I’ve invited my longtime friend and fellow 2012 podcasting pioneer, Mike Gerholdt, to take over the host’s chair. We’re going behind the scenes on everything I’ve learned over 600 episodes—from the origin story and terrestrial radio to the move to full video—to talk about what it really takes to build a podcast brand that lasts. What You’ll Learn in This Episode - Why curiosity is the most important trait for a long-running podcast host - How to pivot your content from marketing tactics to leadership and storytelling - The evolution of media from terrestrial radio to short-form and full-length video - Why every modern brand needs an evangelist to foster two-way conversations - Strategic lessons learned from 13 years and 600 episodes in the podcasting trenches Episode Chapters (00:00) Flipping the Script for Episode 600 (01:29) Introducing Guest Host Mike Gerholdt (02:54) Why Every Brand Needs an Evangelist (05:55) The 2013 Podcasting Pioneers (08:27) The Evolution from The Work Talk Show to On Brand (09:38) Pioneering the Remote Work Conversation (12:45) Standing Out in a Saturated Market (15:33) From Radio Production to Personal Voice (17:21) Why Audio Conveys More Than Text (20:15) Curiosity: The Trait That Drives 600 Episodes (23:46) The Reality of Guest Pitches and PR Intermediaries (27:10) Avoiding the "Game of Dodgeball" with Multiple Guests (30:22) Why Real Conversations Don't Need Prep Calls (33:40) The Leap to Full Video and Short-Form Content (38:15) The "Human Element" in Modern Communication (42:30) Closing Thoughts on the Future of On Brand About Mike Gerholdt Mike Gerholt is the Senior Director of Salesforce Admin Evangelism at Salesforce. He leads a group of world-class Admin Evangelists who are helping Salesforce Admins realize their dreams by being technology leaders and advancing their careers. He’s also the host of the Salesforce Admins podcast and someone I’ve been in the podcasting trenches with since day one. What Brand Has Made Mike Smile Recently? Mike highlighted HelloFresh as the brand that made him smile recently. He noted that the meal delivery service stood out during the pandemic and continues to impress him with small touches of appreciation, clear care in delivery, and a non-intrusive approach that never feels like a "used car salesman" pitch. He described the experience as receiving a "little smile in every box." Resources & Links Check out the Salesforce Admins Podcast. Connect with Mike Gerholdt on LinkedIn and (for fun) Instagram Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

“I’m Nick Westergaard, and this is On Brand — helping you tell your story.” Storytelling is everything—especially for leaders and marketers navigating today's digital world. On this show, we go behind the scenes with the minds at Microsoft, Spotify, and the Mayo Clinic to see how they lead with purpose and build lasting trust. Featuring insights from global experts like Seth Godin, Nancy Duarte, and Alan Alda, we unpack the human element of brand building. We also ask every guest: “What’s a brand that’s made you smile recently?” If you’re ready to build a brand that stands out, join us each week on On Brand. Full episodes and resources: https://nickwestergaard.com/podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

Ashley Herd, founder of Manager Method and former Head of HR at McKinsey, explains why most managers aren't actually failing—they're just guessing. She breaks down her simple yet powerful three-step framework—pause, consider, and act—to help leaders move past the "speed of the inbox" and start leading with real intention. From handling employee mistakes with empathy to navigating the "octopus and wizard" traps of burnout, Ashley provides practical "real talk" for anyone responsible for the careers and lives of others. What You’ll Learn in This Episode The critical difference between day-to-day management and long-term leadership How to implement the three-step Manager Method of pause, consider, and act Why the “speed of the inbox” is causing manager burnout and how to slow down Practical ways to handle employee mistakes using the “Gigi” perspective How to use human-centric storytelling to build psychological safety on your team Episode Chapters (00:00) Intro (01:51) Management vs Leadership (03:18) The Gap in Manager Training (06:01) The Manager Method Explained (06:39) Step One: The Power of the Pause (09:20) Step Two: Consider Your Response (11:09) Step Three: Acting with Intention (13:36) Avoiding Modern Workplace Burnout (19:16) Storytelling as a Leadership Tool (24:09) Brand That Made Her Smile (26:47) Where to Learn More About Ashley Herd Ashley Herd is the founder of Manager Method and a former Head of HR for McKinsey North America. A LinkedIn Top Voice and top 10 business podcast host, she has trained more than 250,000 managers across various industries. Her background as an employment lawyer for brands like KFC and Yum! Brands informs her practical, "real talk" approach to leadership. She is the author of The Manager Method, where she provides actionable frameworks for leading with confidence and supporting team growth without burnout. What Brand Has Made Ashley Smile Recently? Ashley recently smiled at Chiquita. She loves their banana stickers that claim they are "likely the best snack on earth." As a former marketing lawyer, she appreciated the humorous collaboration between the creative and legal teams to include the word "likely" rather than a definitive claim, showing a brand that doesn't take itself too seriously. Resources & Links Check out the Manager Method website and book. Connect with Ashley Herd on LinkedIn. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

While every non-alcoholic brand is shouting Dry January, Recess is telling you to quit. Literally. Joining us is Ben Witte, CEO and co-founder of the #1 mocktail brand, to unpack a provocative new campaign that swaps all-or-nothing resolutions for something far more realistic: balance. From a bold manifesto to a full-page New York Times ad timed for “Quitter’s Day,” Ben explains why going against the seasonal grain isn’t risky—it’s exactly why Recess is winning. What You’ll Learn in This Episode Why moderation—not elimination—is the real shift happening in drinking culture How going against category conventions can create sharper brand differentiation What most brands get wrong about Dry January and behavior change How narrative-driven branding builds permission to expand into new categories Why “do the unexpected” is more than a creative idea—it’s a leadership strategy Episode Chapters (00:00) Why Recess Is Telling People to Quit (01:00) The Myth of Sober Curious and the Rise of Moderation (04:30) Why Dry January Is Losing Relevance (06:45) Anti-Perfectionism as Brand Strategy (09:45) The Hidden Downsides of Rules and Streaks (13:00) Naming, Narrative, and Building Red Bull for Relaxation (18:00) Knowing When to Push Against Conventional Wisdom (25:00) Brands That Make Us Smile About Ben Witte Ben Witte is the CEO and co-founder of Recess, a leading functional beverage company built around the idea of calm, balance, and taking a break from modern stress. Coming from a Silicon Valley background rather than traditional CPG, Ben has consistently challenged category norms—shifting the conversation from sobriety to moderation and from ingredients to outcomes. Under his leadership, Recess has grown into a category-defining brand spanning mocktails, mood drinks, and relaxation-focused products sold nationwide. What Brand Has Made Ben Smile Recently? Ben points to a Thanksgiving campaign from Tito’s Handmade Vodka that flipped the familiar “Turkey Trot” on its head with the idea of a “Turkey Rot”—leaning into cultural truth with humor and self-awareness. The campaign stood out by inverting expectations, tapping into real behavior, and reminding us that the best brand moments often come from saying the quiet part out loud. Resources & Links Check out the Recess website and their Amazon store. Recess on Amazon: https://www.amazon.com/recess Connect with Ben Witte on LinkedIn and X. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

Storytelling is easy to talk about—and hard to do well. On this episode of On Brand, I’m joined by John Elbing, Chief Storybuilder Officer at Standpoint, to unpack how his Storybuilding approach helps startups and brands clarify their value, sharpen their pitch, and actually connect—with a framework so effective it’s now a #1 international bestselling book. What You’ll Learn in This Episode Why most brands jump to storytelling tactics before they understand the story they should be telling How recognition, perception, and projection shape whether people connect with your brand Why customer standpoint matters more than founder backstory How structure can unlock creativity instead of killing it A simple way leaders can improve their story starting this week Episode Chapters (00:00) Intro (01:15) Why storytelling became a buzzword (02:50) Storytelling vs storybuilding (04:00) Coaching startups to find focus and alignment (07:30) Why the customer—not the founder—is the hero (08:05) Recognition, perception, and projection explained (16:00) Aspirations, problems, and emotional contrast (21:30) One practical fix leaders can make today (24:00) A brand that made John smile About John Elbing John Elbing is the Chief Storybuilder Officer at Standpoint and a leading authority on Business Storytelling for startups and growth-focused organizations. With a background spanning computer science, finance, digital marketing, and entrepreneurship, John has coached more than 150 startups and companies, helping them clarify their value, sharpen their positioning, and win with purpose. He is the creator of Storybuilding, a practical, canvas-based methodology that turns strategy into compelling customer-centered narratives, and the author of Storybuilding, a #1 international bestselling book. John also teaches entrepreneurship and digital transformation and works with incubators, accelerators, and social-impact initiatives worldwide—proving that when story is built right, it drives both growth and good. What Brand Has Made John Smile Recently? John shared the story of Felco, a Swiss company known worldwide for its professional-grade garden shears. What began as a durable tool brand for field workers uncovered a passionate fan base of everyday gardeners—some so devoted they’d tattoo the logo. By recognizing different customer aspirations and building distinct story worlds around them, Felco expanded into new audiences, including children, proving that even the most practical products can build emotional connection when the story is built from the user’s standpoint. Resources & Links Connect with John on LinkedIn. Check out the Standpoint website. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What if the story your brand tells could drive growth like nothing else? Park Howell—The World’s Most Industrious Storyteller, Emmy-winning ad veteran, and author of Brand Bewitchery—shows how narrative-first leaders succeed in the age of AI. As host of the Business of Story podcast and creator of the StoryCycle Genie™, he’s helping brands craft powerful stories in minutes, not months. What You'll Learn Why storytelling itself hasn’t changed—but storytellers have How AI can scale authentic brand storytelling without losing your voice What it means to treat stories as strategic business assets How leaders can use narrative frameworks to drive clarity, trust, and growth Why speed now matters more than perfection in brand strategy (00:00) Intro (01:28) Story as the oldest technology (03:53) The StoryCycle system and brand growth (05:44) From months to minutes with AI-powered narrative strategy (10:35) Accuracy and authenticity in AI storytelling (13:25) How storytellers are changing—even if stories aren’t (17:11) Building a personal and brand story library (24:48) Brands that made Park smile (and grimace) Park Howell is known as The World’s Most Industrious Storyteller. An Emmy Award–winning, 40+ year advertising veteran, Park has helped purpose-driven brands grow by as much as 600 percent by putting story at the center of business strategy. He is the author of Brand Bewitchery, co-author of The Narrative Gym for Business, and host of the Business of Story podcast. Park is also the creator of the StoryCycle Genie, an AI-powered tool that helps leaders craft a powerful brand narrative in minutes, not months. He works internationally with executives who want to lead—and grow—through story. Park shared a great experience with Navy Federal Credit Union, praising their clear sense of purpose and people-first culture, summed up in their tagline: “Our members are the mission.” In contrast, a less-than-inspiring flight with United Airlines—complete with a dangling exit sign and spotty Wi-Fi—served as a reminder that brand storytelling always shows up in the experience, whether you like it or not. Resources & Links Connect with Park on LinkedIn. Check out The Business of Story and StoryCycle Genie. Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What if the future of marketing is a lot more human than we think? Today’s guest, Mark Schaefer, has been shaping that future for decades — and he was actually on this show ten years ago. So this is part reunion, part masterclass. Mark’s a futurist, bestselling author, Rutgers faculty member, and Drucker-trained strategist whose ideas guide brands from Adidas to the U.S. Air Force. His ten books and his top-ranked show The Marketing Companion have become industry staples. He’s also a longtime friend who somehow manages to push your thinking and make you laugh at the same time. What You’ll Learn in This Episode Why the future of marketing belongs to the most human companies, not the most automated ones How AI can scale trust, creativity, and teaching without killing the brand When removing friction actually damages customer relationships Why curiosity is becoming the most important career skill in the AI era How marketers must act as brand defenders when technology pushes too far Episode Chapters (00:00) Reunion and why this moment matters (02:00) Why this is the most amazing — and unsettling — time in marketing (04:20) Scaling humanity with AI and the MarkBot experiment (07:30) The most human company wins (and what that really means) (10:40) When AI goes too far and brands lose trust (12:30) Harley-Davidson, friction, and knowing your customer deeply (17:00) Curiosity as a career strategy in an AI world (27:00) The brand that made Mark smile About Mark Schaefer Mark Schaefer is a globally recognized futurist, keynote speaker, educator, and bestselling author. With more than 30 years of experience in marketing, PR, and global sales, he has advised organizations ranging from startups to Adidas and the U.S. Air Force. Mark studied under Peter Drucker, teaches in Rutgers University’s graduate program, and holds seven patents. He is the author of ten influential books used at universities worldwide and the host of the top-ranked podcast, The Marketing Companion. Known for blending sharp insight with humanity and humor, Mark’s work helps leaders navigate what’s next without losing what matters. What Brand Has Made Mark Smile Recently? Mark couldn’t stop smiling about Nutter Butter — a once-forgotten cookie brand that decided to go full weird. By embracing surreal, chaotic, almost inexplicable short-form videos, the brand ditched boring category conventions and leaned into creativity with nothing to lose. The result? Tripled sales and a case study in what happens when brands stop playing it safe and start being interesting. Resources & Links Connect with Mark on LinkedIn. Check out his website, BusinessesGrow. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

It’s that time of year again: Brand Federation’s Naughty & Nice list is out, and Matt Williams is here to break it down. Matt is President of Brand Federation and former CEO of The Martin Agency, where he led campaigns for GEICO, OREO, UPS, and Walmart. He’s also a visiting professor at William & Mary, sharing decades of brand strategy know-how. On this episode, Matt reveals which brands earned “Nice,” which landed on “Naughty,” and what leaders can learn from both. What You'll Learn How brands end up on the Naughty list by ignoring customer context and cultural signals. How Delta, Starbucks, and others earned their spot on the Nice list through clarity, consistency, and smart leadership. Why edgy brand moves succeed or fail depending on strategy and self-awareness. How crisis response can turn a disaster into a win with creativity and cultural savvy. What Apple’s place on the watch list says about innovation, risk, and the future of tech brands. Episode Chapters (00:00) Intro (00:52) Matt returns to the show (01:21) Why American Eagle’s “Great Jeans” campaign backfired (03:52) Cracker Barrel’s tone-deaf rebrand misstep (06:48) Target’s DEI reversal and the cost of misunderstanding your customer (09:20) Southwest walks away from its differentiators (11:52) Meta’s AI avatars go sideways (12:44) Delta earns a place on the Nice list (13:55) Starbucks returns to the core (16:55) How Astronomer turned crisis into comedy (21:15) Duolingo kills the owl (and nails it) (24:40) Navigating edgy vs. effective brand moves (24:51) Apple lands on the watch list (27:40) The brand that made Matt smile (29:17) Where to learn more about Brand Federation (30:08) Closing Matt Williams is the President of Brand Federation, a brand and marketing consultancy that helps organizations like Harvard, MIT, and Mercy Corps transform their brand strategy for growth and impact. Before that, he spent 26 years at The Martin Agency, rising through strategic planning roles to become CEO. During his tenure, he led strategy and campaigns for GEICO, OREO, UPS, Discover Financial, Benjamin Moore, and Walmart, while guiding the agency to national creative and effectiveness recognition. Matt also teaches as a Visiting Clinical Professor at William & Mary, where he brings decades of brand strategy expertise to future marketers. Matt lights up when talking about Duolingo, specifically the irreverent, persistent, slightly unhinged owl. The way Duolingo leans hard into its mascot’s attitude — using humor, edge, and cultural relevance — reflects a brand that truly understands both itself and its audience. The owl’s personality, storytelling, and strategic mischief never fail to make Matt smile. Connect with Matt on LinkedIn. Check out the Brand Federation, where you can see the full Naughty & Nice List! Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What if you could test your business strategy in days instead of months? That’s what Kate O’Keeffe, CEO and Co‑Founder of Heatseeker, makes possible. From building the first AI‑powered platform for market experimentation to helping companies validate strategy, positioning, and buyer demand at lightning speed, Kate’s career is all about turning bold ideas into measurable results. Former BCG Partner and Silicon Valley innovator, she’s here to show how AI is rewriting the rules of testing ideas — fast, smart, and with real data. What You'll Learn How AI and Heatseeker enable companies to validate strategy, positioning, and buyer demand in days instead of months Why traditional surveys and panels are unreliable and how real-time experimentation can replace them The importance of starting experimentation early in the funnel to uncover hidden customer desires How to balance speed and rigor when testing ideas and avoid misleading results Ways to foster a culture of experimentation where data informs thousands of daily marketing micro-decisions Episode Chapters (00:00) Intro (00:38) Why AI is changing brand strategy (01:41) Heatseeker explained and the problem with traditional surveys (05:17) Common mistakes in testing and the role of AI (10:23) Balancing speed with rigor in experiments (14:12) Creating a culture of experimentation without chaos (19:42) The future of AI-driven market experimentation (23:53) A brand that made Kate smile recently and how to connect Kate O’Keeffe is the CEO and Co-Founder of Heatseeker, the first AI-powered platform for market experimentation that helps companies validate strategy, positioning, and buyer demand in days instead of months. She spent a decade in Silicon Valley founding CHILL, Cisco’s global co-innovation lab, and launching high-impact ventures for Fortune 100 companies at startup speed. A former Partner at BCG, Kate has advised executives and boards on innovation, growth, and digital transformation, delivering hundreds of millions in business value. She also serves on the board of Birchal and as a non-executive director for Naked Ambition and CircleOf, Inc. What Brand Has Made Kate Smile? L’Oreal impressed Kate with its recent work in the refill movement, turning sustainability into a movement people want to join. She loved how the brand tapped into the human need to feel like part of something bigger and clever messaging that invites consumers to “be a recycler” rather than simply recycle. Links & Resources Connect with Kate on LinkedIn. Check out the Heatseeker website. Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

Impact isn’t a vibe — it’s measurable. This week I’m joined by Neil Callanan, LooseGrip founder and creator of the GRASP Impact Framework, to unpack how storytelling can stand up to scrutiny and move both culture and the bottom line. What You’ll Learn in This Episode How the GRASP Impact Framework helps brands get a real grasp on the effectiveness of their stories Why consumptive metrics like time spent with content matter more than views or impressions How activism and values-driven marketing can influence both culture and commercial outcomes The importance of authenticity and intentionality in purpose-driven brand storytelling Ways to communicate impact internally so leadership sees the value and potential risks clearly Episode Chapters (00:00) Intro (00:18) Opening remarks (00:30) Welcome and first impressions of GRASP (01:05) Explaining the GRASP Impact Framework (02:55) Legos and dashboards metaphor for data (06:15) Storytelling plus analytics for brand impact (10:02) Halo effect and connecting activism to outcomes (24:52) Brand that made Neil smile recently (27:03) Where to find Neil and learn more Neil Callanan is the founder of LooseGrip and creator of the GRASP Impact Framework, a system that helps mission-driven brands translate storytelling into measurable business outcomes. With over 15 years of experience aligning activism and analytics for brands like Unilever and Ben & Jerry’s, Neil specializes in helping companies prove that purpose-driven marketing can drive sales, culture, and social impact simultaneously. He combines data, narrative, and strategy to help leaders measure and defend their impact at every level. What Brand Has Made Neil Smile Recently? Neil shared that Rivian has impressed him with its attention to detail and customer experience. From a Halloween mode in their electric trucks to playful Easter eggs in their app, Rivian creates joyful and memorable experiences for drivers and families. Neil appreciates how their intentional brand efforts foster engagement, loyalty, and advocacy, even if the company is still ironing out the challenges of being a new brand. Resources & Links Connect with Neil on LinkedIn. Learn more about LooseGrip and the GRASP Impact Framework. Here’s the episode of On Brand Neil and I discussed with our mutual friend Mike Hayes, formerly of Ben & Jerry's — from all the way back in 2015! Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

The secret to great creative work isn’t just the idea — it’s knowing how to get there. Toby Wilkinson, co-founder of Ask Us For Ideas, has spent the last decade helping brands navigate the messy world of agencies, briefs, and creative partnerships to make the process smoother, smarter, and more successful. What You'll Learn Why choosing the right agency is just as important as the creative work itself How to align your team internally before starting the agency selection process The “head and heart” test for evaluating agency fit Common red flags and relationship pitfalls to watch for How to leverage agency networks and insights to make smarter selections Episode Chapters (00:00) Intro (00:30) Welcome Toby Wilkinson (01:10) The story behind Ask Us For Ideas (04:18) Defining the perfect agency fit (08:40) The agency selection process step by step (12:07) Red flags in agency relationships (17:25) Navigating a shifting agency landscape (21:17) Favorite success stories and brands that inspire Toby Wilkinson is the co-founder of Ask Us For Ideas (AUFI), a company dedicated to helping brands find the right creative partners. Over the last decade, he has connected more than 2,000 brands — from startups to global companies — with agencies across branding, marketing, digital, social, and more. He is passionate about creating productive, long-term partnerships between brands and agencies and shares his insights through AUFI’s website, podcast, and Substack. What Brand Has Made Toby Smile Recently? Toby has been enjoying the meal kit delivery company Mindful Chef. He appreciates the quality of the ingredients, the variety of meals, and the shared cooking experience it brings him and his wife, making it a meaningful part of his daily routine. Resources & Links Connect with Toby on LinkedIn. As discussed, check out the AUFI website, podcast, and Substack. Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What does the producer of Wedding Crashers, Serendipity, and Van Wilder know about building brands? Turns out—a lot. This week on On Brand, Andrew Panay shares how Hollywood storytelling principles shape not just hit movies but also unforgettable brand stories for companies like T-Mobile, Microsoft, and Anheuser-Busch. What You'll Learn Why originality—not imitation—is still the most powerful creative strategy How Hollywood storytelling principles can strengthen brand storytelling The fine line between risk and reward in brand work Why celebrating success starts with knowing your “why” How T-Mobile’s storytelling edge became a creative advantage Episode Chapters (00:00) Intro (00:30) From Hollywood to branding (02:00) The disconnect between filmmakers and brands (03:30) What Wedding Crashers teaches us about 30-second storytelling (05:00) Capturing attention in seconds, not minutes (08:00) Creativity, evolution, and staying uncomfortable (10:40) Originality vs imitation in marketing (20:30) Balancing elegant risk with commercial success (25:00) The brand that made Andrew smile (27:30) Where to learn more about Panay Films Andrew Panay is the founder and CEO of Panay Films and a veteran Hollywood producer whose movies—including Wedding Crashers, Serendipity, and Van Wilder—have grossed more than $800 million worldwide. Beyond film and television, Panay brings his storytelling craft to branded content and advertising for companies such as T-Mobile, Microsoft, and Anheuser-Busch. His signature approach blends cinematic storytelling with strategic brand thinking, creating work that moves audiences—and the business forward. What Brand Has Made Andrew Smile Recently? Andrew pointed to Nike for a recent campaign during the World Series. The spot used a clever mashup of sound, attitude, and nostalgia—culminating with Ken Griffey Jr.’s signature backward cap and mischievous grin. For Andrew, it was the perfect example of creative “juj”—that mix of confidence, playfulness, and truth that makes great storytelling irresistible. Links and Resources Connect with Panay Films on Instagram. Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What does it take to build one of the world’s top-rated social media management platforms—without a single dollar of outside funding? This week on On Brand, Emeric Ernoult, founder and CEO of Agorapulse, shares how he bootstrapped the company to over $20 million in revenue, pioneered ROI-tracking tools for social, and carved out a powerful niche in a crowded market. We talk scaling smart, making social media actually measurable, and where attribution is headed next. What You'll Learn How Agorapulse bootstrapped its way to $20M+ in revenue without outside funding Why most startups chasing VC money miss what matters most for sustainable growth How attribution has evolved—and why measuring ROI on social is harder than ever The three ways marketers can actually track what’s working (and what’s not) Why the future isn’t social media—it’s “interest media” Episode Chapters (00:00) Intro (00:45) Bootstrapping Agorapulse the Hard Way (03:40) The Realities of Going Without Funding (07:20) Reinventing Through Growth and Churn (08:50) From Social Media to Interest Media (10:20) Why Attribution Is Broken (17:50) Three Ways to Track ROI That Actually Work (23:20) How Brands Can Win at Interest Media (29:00) The Brand That Made Emeric Smile About Emeric Ernoult Emeric Ernoult is the founder and CEO of Agorapulse, one of the world’s top-rated social media management platforms. Bootstrapped from the ground up, Agorapulse has grown to more than $20 million in annual revenue—without taking a single dollar of outside funding. A pioneer in ROI-tracking for social media, Emeric has built his career around helping brands not just manage their social presence, but measure its real business impact. He’s a frequent speaker and writer on marketing measurement, leadership, and scaling companies the sustainable way. What Brand Has Made Emeric Smile Recently? Emeric shared that Alex Hormozi—the entrepreneur and content creator—made him smile recently. After attending Hormozi’s workshop in Las Vegas, Emeric was struck by his unfiltered mix of humor and humility. Hormozi’s perspective—that we’re all small in the grand scheme of things, so we might as well do good and enjoy the work—resonated deeply, especially after Emeric’s trip to the Grand Canyon and Zion National Park reminded him of life’s scale and simplicity. Resources & Links Connect with Emeric on LinkedIn. Check out the Agorapulse website. Listen & Support Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

How do the most visible leaders stay trusted and relevant in a noisy world? Danielle Sabrina has spent her career helping them do exactly that. As founder of Society22 PR, one of Inc. 5000’s fastest-growing firms, Danielle has guided CEOs, athletes, and celebrities in building credibility that scales. Named Female Entrepreneur of the Year and one of CIO’s Top 20 Female Entrepreneurs to Follow, she joins me to unpack how smart brands turn trust into momentum. What You’ll Learn in This Episode Why credibility is the new currency for brands and leaders How founder-led storytelling drives growth and trust What makes a story truly “media ready” in today’s crowded landscape How to balance authenticity with strategy when managing your public persona Lessons on scaling a creative business without losing your core Episode Chapters (00:00) Intro (00:44) Credibility as the New Currency (03:25) Why Founder Stories Matter (05:03) PR Beyond Press Releases (07:57) Balancing Authenticity and Strategy (09:36) Finding the Right Story to Tell (17:16) Turning Vulnerability into Strength (21:25) Scaling with Integrity (27:06) Brand That Made Danielle Smile About Danielle Sabrina Danielle Sabrina is an award-winning publicist and the founder of Society22 PR, one of Inc. 5000’s fastest-growing companies and ranked among the Top 10 National PR Firms. With more than 25 years of experience, she’s helped CEOs, athletes, and celebrities build credibility that drives growth. Named Female Entrepreneur of the Year and one of CIO’s Top 20 Female Entrepreneurs to Follow, Danielle’s insights on trust, storytelling, and media strategy have made her a leading voice in how brands earn attention and stay relevant. What Brand Has Made Danielle Smile Recently? Danielle shared that Skims has been making her smile lately — especially their creative brand collaborations with partners like The North Face. She admires how the brand’s constant stream of collabs keeps them culturally relevant and seemingly everywhere, even if she’d love to see them slow down just enough for us all to appreciate each one. Resources & Links Connect with Danielle on LinkedIn and Instagram. Check out the Society22 PR website. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

How do brands really live in our minds? According to Ulli Applebaum, it’s all about associations — the complex web of meanings and emotions that define how people see your brand. This week on On Brand, the international strategy veteran and author of The Science of Brand Associations shares how we can use science, not guesswork, to build brands that stick. What You'll Learn Why brand associations are the “operating system” that shapes every strong brand How science explains the way memories form—and how marketers can build stronger ones The difference between positive and negative associations (and how to fix the latter) Why distinctiveness and focus matter more than ever for new brands Simple, science-backed tools to audit and strengthen your brand’s mental network Episode Chapters (00:00) Intro (01:20) Why no one has written about brand associations—until now (03:40) The brain science behind how brands live in memory (06:20) Brand associations as your brand’s operating system (08:00) How associations drive purchase and brand preference (10:20) Managing negative brand associations (14:50) What small brands can do to stand out (23:50) The brand that’s made Ulli smile recently Ulli Appelbaum is an internationally recognized brand strategist, consultant, and author with more than 25 years of experience shaping business-building strategies for some of the world’s top brands. Before launching his consultancy First The Trousers Then The Shoes, he held senior strategy roles at agencies including BBDO Germany, Leo Burnett Chicago, Fallon Worldwide, and SapientNitro. Ulli’s work has earned seven Effies and an ARF Ogilvy Award for Excellence in Research. His latest book, The Science of Brand Associations: Win Minds, Win Markets, is a first-of-its-kind guide to understanding and building the mental networks that make brands thrive. What Brand Has Made Ulli Smile Recently? Ulli chose KitKat — a brand he’s admired for decades for its clever, humorous advertising and the enduring “Have a Break” positioning. He recalls a classic British TV spot where a photographer takes a break with a KitKat just as the panda he’s waiting to capture starts ice-skating behind him. It’s a moment that’s stuck in his mind for 25 years — proof, he says, of how powerful brand associations can be. Resources & Links Connect with Ulli on LinkedIn. Check out Ulli's new book, The Science of Brand Associations: Win Minds, Win Markets. You can also download the diagnostic tools we discussed on his website, First the Trousers. Want more of Ulli On Brand? Here’s his first visit back in 2023. And, for fun, here's that KitKat ad that was such a powerful brand association for Ulli. Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

Geoff Cook’s career took off the night he met MoMA’s CMO—and helped create the iconic MoMA QNS brand. Since then, he’s shaped brands from MILK and NeueHouse to Times Talks, JFK Terminal 4, and the Prince Estate. Partner at Base, mentor at TechStars, and global culture expert, Geoff shares how bold branding can leave a lasting cultural impact. What You'll Learn in This Episode - How a single encounter can launch a career and define a creative trajectory - Why human connection is at the heart of every successful brand experience - The concept of “world-building” in branding and how it fosters community - How to balance AI as a tool without losing creative originality - Key considerations for branding early-stage companies and preserving cash Episode Chapters (00:00) Intro (00:33) Geoff Cook’s career breakthrough at MoMA (02:10) Early lessons from DKNY and international branding (04:07) Culture-driven branding from Milk to global institutions (07:40) Translating cultural expertise to JFK Terminal 4 (10:09) World-building brands to foster human connection (12:19) AI in creative work: opportunities and guardrails (20:12) Mentoring early-stage companies and branding pitfalls (26:27) Brands that make Geoff smile About Geoff Cook Geoff Cook's career catapulted on the night he met MoMA’s CMO at a Base party in Manhattan, where he discussed developing the institution’s new branding for its temporary museum in Queens. The project, MoMA QNS, was the first in a string of iconic brands he has helped to create, including MILK, NeueHouse, JFK Terminal 4, Iconiq, The New York Times' Times Talks & Food Festival, the Prince Estate, and countless others. Geoff approaches branding with a sharp understanding of business strategy and a finger on the pulse of global culture (he speaks four languages and savors local flavor everywhere he travels). As a partner at Base, Geoff asks companies big questions and helps answer them with unexpected, visionary solutions. The result is very often a profound cultural impact. Geoff also puts his branding acumen to use as a mentor at renowned tech accelerator, TechStars, and serves as a board member at Sentral. What Brand Has Made Geoff Smile Recently? Geoff is impressed by On, a Swiss-based athletic brand. He admires how On builds a cohesive, coherent world through product design, store experiences, and creative campaigns that surprise and delight. The combination of Swiss precision and playful, culturally relevant marketing makes On a standout in his eyes. Resources & Links Connect with Geoff on LinkedIn. Check out the Base Design website and Instagram. Here's the Design Week article on AI we discussed. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

In this special bonus episode of On Brand: Taylor’s Version, now that The Life of a Showgirl is out in the world, we’re asking: what does this new era tell us about Taylor Swift? To explore, I’m joined by Joanna Weiss, editor of Harvard Magazine, journalist, and co-author of Taylor Swift: Album by Album, a deep dive into every era. Together, we’ll unpack how Showgirl fits into Taylor’s evolution and what this chapter reveals about her storytelling, strategy, and brand. What You’ll Learn in This Episode How Life of a Showgirl fits into Taylor Swift’s evolution as an artist and storyteller Why some fans are divided on this album — and what that says about the expectations Taylor sets with each new era How Taylor balances real-life inspiration with fiction and character-driven songwriting What her creative process and relentless work ethic reveal about brand storytelling and reinvention Why Taylor’s storytelling genius is as much about community and connection as it is about the music Episode Chapters (00:00) Intro (00:47) Welcome Joanna Weiss (04:24) How the book Taylor Swift: Album by Album came together (07:02) Early takes on Life of a Showgirl (11:04) What makes an “era” — and how Showgirl fits in (19:18) What Taylor’s saying with this album (25:23) Her creative process and work ethic (30:37) Money, power, and independence (33:20) The Taylor song that makes Joanna smile About Joanna Weiss Joanna Weiss is the editor of Harvard Magazine, a contributing writer for Politico Magazine, and a former columnist for The Boston Globe. Her work has appeared in The Atlantic, Slate, The Economist, and many other outlets. After chronicling her own Eras Tour experience for Boston’s NPR affiliate WBUR, Joanna dove deeper into the Swiftiverse as co-author of Taylor Swift: Album by Album (Quarto Books), which explores each of Taylor’s eras in detail. In addition to her journalism career, Joanna fronts a rock band she formed with five fellow moms — a story captured in her Boston Magazine feature “For Those Moms About to Rock,” now optioned for film by 20th Century Studios. What Taylor Era Has Made Joanna Smile Recently? When asked which Taylor song or era makes her smile, Joanna picked “Love Story.” Despite everything that has come since, she still returns to that song for its sheer emotional clarity — a bedroom-written, 20-minute burst of teenage storytelling that still captures the universal thrill of hope, love, and happily-ever-after energy that defines so much of Taylor’s work. Resources & Links Connect with Joanna on LinkedIn and her website Check out her new book, Taylor Swift: Album by Album Listen and Support Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

What makes a brand unforgettable instead of overlooked? Tom Miner knows. As Head of Global Social Media at Crocs, he helped drive one of today’s biggest brand turnarounds. Now author of Social First Brands, Tom shares how embracing productive tension, making personality your secret weapon, and riding trends that matter can turn comments into real community. What You’ll Learn in This Episode Why Crocs’ turnaround shows the power of leaning into brand polarity How to know if brand tension is productive instead of problematic What it really means to be a “social first” brand—and why fearlessness is key Why unhinged marketing works for some brands and flops for others The difference between comments, engagement, and true community Episode Chapters (00:00) Intro (00:35) Welcome to Tom Miner (01:22) Crocs as a brand turnaround case study (04:41) Embracing polarity and productive tension (09:08) What it means to be a social first brand (13:21) Fearlessness and comfort levels in social strategy (15:32) Unhinged marketing and authentic brand personality (18:18) Comments versus true community (22:43) Liquid Death as a social first example (25:10) The brand that made Tom smile (27:10) Where to learn more About Tom Miner Tom Miner is a social media strategist and the author of Social First Brands. As the former Head of Global Social Media at Crocs, Tom helped lead one of the most remarkable brand turnarounds in recent years, taking the shoe from internet punchline to cultural icon. Based in Denver, Tom now consults with organizations worldwide—from household consumer names to international B2B enterprises—helping brands move beyond chasing trends to creating genuine, lasting connections with their audiences. What Brand Has Made Tom Smile Recently? Recently, Tom found himself impressed by PopSockets. Long known for their stick-on phone grips, the brand has reinvented itself with MagSafe-compatible products and a renewed sense of fun on social media. A standout moment was a TikTok reaction video where the founder surprised a customer who lost her phone in the ocean. The mix of humor, generosity, and leadership buy-in reminded Tom why surprise-and-delight marketing still matters. Resources & Links Connect with Tom on LinkedIn. Learn more about Tom Miner. Check out Social First Brands on Amazon. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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

In this episode of On Brand: Taylor’s Version, we’re joined by Ann Handley — Wall Street Journal bestselling author, Chief Content Officer of MarketingProfs, and one of IBM’s ‘7 people shaping modern marketing.’ Ann brings not just her marketer’s eye but also her mom’s heart to the Swiftiverse. We’ll explore how Taylor’s storytelling fuels parasocial relationships, why The Eras Tour transformed casual fans into rabid ones, and what smart marketers can learn from the savviest hitmaker of our time. What You’ll Learn in This Episode How Taylor Swift’s storytelling makes the personal feel universal—and what marketers can borrow from that. Why parasocial relationships don’t have to be clinical, and how Taylor transforms them into community. The genius of anticipation, reveals, and Easter eggs in building long-term fan trust. What the Eras Tour can teach marketers about creating inclusive, unforgettable experiences. How Ann Handley’s own fandom grew from casual listener to full-on Swiftie devotion. Episode Chapters (00:00) Intro (01:20) Swiftie Story Prompts and the Tortured Poets Era (03:14) Standing Up as a Swiftie (05:40) Taylor as Writer, Storyteller, and Cultural Icon (08:07) Making the Personal Universal (11:00) Marketing Lessons from Taylor Swift (19:25) The Eras Tour as Community Experience (29:41) The Taylor Songs and Albums That Make Ann Smile About Ann Handley Ann Handley is a Wall Street Journal bestselling author, digital marketing pioneer, and Chief Content Officer at MarketingProfs. Named by IBM as one of seven people shaping modern marketing, Ann is a trusted voice on content, storytelling, and building authentic connections with audiences. She is the author of Everybody Writes, now in its second edition, and a frequent keynote speaker at marketing and business events worldwide. Through her popular newsletter, Total Annarchy, and her leadership at MarketingProfs’ B2B Forum, she continues to inspire marketers to approach their work with clarity, creativity, and heart. What Taylor Era Has Made Ann Smile Recently? Ann lights up when she talks about Taylor Swift’s most recent projects—The Tortured Poets Department and Midnights. She especially loves “Fortnight,” with its Post Malone collaboration and typewriter aesthetics (a nod to her own collection of typewriters), and “Mastermind” from Midnights, which she admires for its playful storytelling. For Ann, these albums are on constant repeat, blending artistry, narrative, and joy in ways that fuel both her fandom and her creative spirit. Links & Resources Connect with Ann on LinkedIn Check out her website and newsletter Speaking of connecting with community, don’t miss the MarketingProfs B2B Forum Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. 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