On Brand with Nick Westergaard

On Brand: Taylor’s Version is a 4-episode mini-series exploring Taylor Swift’s brand brilliance — from storytelling and community to cultural hitmaking and reinvention. Guests include bestselling authors, top CMOs, and academic experts who break down what businesses and leaders can learn from the world’s ultimate hitmaker. New bonus episodes drop every Thursday through October 2nd, leading up to the release of The Life of a Showgirl. 👉 Follow On Brand so you don’t miss an episode of this special series: Apple Podcasts Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

What makes a brand experience unforgettable? Laura Parkinson, Global Head of Brand Experience at LinkedIn, has created standout experiences at Apple, Google, and now LinkedIn. She leads the team behind the company’s most influential moments—online and in person—and knows how to turn bold ideas into connections that inspire and stick. What You’ll Learn in This Episode Why the most iconic brands focus on making people feel something, not just showing up consistently How LinkedIn uses experiences as a marketing channel to launch products and connect with audiences What it takes to scale brand experience inside a large organization while keeping it authentic Why in-person and digital experiences need to work together for a seamless brand presence How cultural moments and team culture fuel creative, “magical” brand experiences Episode Chapters (00:00) Intro (00:31) Laura’s path into brand experience from SXSW to Apple and Google (02:00) Lessons from Apple on intuitive, human-centered experiences (04:20) Making digital brands tangible through real-life experiences (05:26) The role of brand experience at LinkedIn (07:10) Scaling brand experience across a large organization (10:23) Measuring success in brand experiences (13:12) Designing consistent yet localized global experiences (17:05) How AI is reshaping brand experiences (21:18) Building teams that deliver magical experiences (23:18) A brand that’s made Laura smile recently (25:16) Where to connect with Laura About Laura Parkinson Laura Parkinson is the Global Head of Brand Experience at LinkedIn. She specializes in brand marketing events and experiences for global organizations across consumer products, retail, entertainment, technology, and SaaS. Laura brings bold visions to life through strategic thinking and deep operational expertise, having created and managed internal and external programs from concept to completion. She is passionate about building and supporting teams that imagine and deliver magical brand experiences that drive both market and mind share. What Brand Has Made Laura Smile Recently? The brand that’s made Laura smile recently is Build-A-Bear. Beyond its surging stock price, she admires how the company creates magical in-store experiences that resonate with everyone—from kids to adults. With plans to expand dozens of new locations, Build-A-Bear shows the power and value of real-life, experiential branding. Resources & Links Connect with Laura on (surprise!) 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

What happens when the women who helped build Microsoft finally get their story told? In her new book, The Women of Microsoft, Miri Rodriguez—Senior Storyteller at Microsoft, CEO of Empressa.ai, and award-winning author—spotlights the pioneers who shaped both the company and the future of tech. Along the way, she shares powerful insights on storytelling, leadership, and how empathy and purpose can transform the way we work. What You'll Learn in This Episode How the new book, The Women of Microsoft, came together in honor of Microsoft’s 50th anniversary Stories of resilience, leadership, and innovation from women who shaped Microsoft over five decades Why telling both the highs and lows of women’s experiences in tech matters Practical lessons for women navigating promotions, resilience, and confidence in today’s workplace How empathy, compassion, and inclusion can shape the future of work—especially in the era of AI Episode Chapters (00:00) Intro (01:09) How the book began (02:43) The mission behind The Women of Microsoft (04:33) Surprising and moving stories (06:35) Women’s impact on Microsoft’s innovations (09:10) Balancing celebration and hard truths (12:11) Lessons for women navigating tech today (19:14) The code of confidence and future generations (20:42) AI, Empressa.ai, and the future of work (26:35) A brand that made Miri smile Miri Rodriguez is the CEO of Empressa.ai, a groundbreaking AI company reshaping the future of work for women, and serves as Senior Storyteller at Microsoft, where she crafts narratives that resonate globally. An award-winning author of Brand Storytelling—translated into four languages—Miri is also a sought-after speaker and consultant known for her empathetic, purpose-driven approach. Beyond her professional work, she champions social advocacy by training leaders of social enterprises in Africa, mentoring students and professionals in the U.S., and sharing mindfulness and happiness through her platform Be Mindful Be Happy. Her global travels with her husband fuel both her storytelling and her belief in the power of human experience and technology to transform lives. What Brand Has Made Miri Smile Recently? Miri shared how the shoe brand Mephisto recently made her smile. While traveling in Spain, she rediscovered the brand her father had once introduced to her as a teenager. A local store gave her an unexpectedly personal, “white glove” experience—handwritten receipts, phone calls to the manufacturer, and even custom colors. For Miri, it was a powerful reminder that personal treatment and genuine customer care still win, even in a world dominated by mass retail. Links Connect with Miri on LinkedIn, Instagram, and her website. Check out her new book, The Women of Microsoft: Empowering Stories from the Minds that Coded the World. Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, Google Play, Stitcher, 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 did Google become one of the most powerful forces in advertising—and what happens when that power crosses the line? Ari Paparo, ad tech veteran, Marketecture founder, and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, takes us inside the deals, innovations, and strong-arm tactics that reshaped the industry. From behind-the-scenes stories of the “Rocket Docket” antitrust trial to the coming AI disruption of search, Ari shares candid insights on market dominance, branding, and the future of digital advertising. How Google bought, built, and bullied its way to dominance in the ad tech industry — and why multiple governments have called its behavior monopolistic What happened inside the Virginia “Rocket Docket” antitrust trial that inspired Ari’s book Yield, including behind-the-scenes stories from the courtroom How Google’s market power has steamrolled smaller ad tech companies and shaped the open web — and what might change if regulators break it up Why AI and large language models could disrupt Google’s search dominance for the first time in decades, reshaping SEO, SEM, and marketing strategy The branding lesson Ari took from clothing retailer Buck Mason — and why a perfectly on-the-nose brand experience can leave a lasting impression Ari Paparo began his career in digital advertising during the early days of the internet and went on to shape how online ads work today. He has led product teams at AppNexus and Bazaarvoice, helped create industry standards including the VAST video specification and Nielsen’s Digital Ad Ratings, and founded the media company Marketecture to make sense of the complex ad tech world. A sought-after speaker and host of the Marketecture podcast, Ari is also the author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, offering a behind-the-scenes look at the rise of one of the most powerful forces in technology. Ari pointed to Buck Mason—a clothing store he stumbled into with his wife in New York. Despite describing himself as “not a big clothes person” who usually dresses like a slob, he was struck by how perfectly the brand nailed its vibe: black T-shirts, a classic car parked in the middle of the store, art books casually scattered yet deliberately placed, and even a liquor bar to loosen wallets. Founded less than a decade ago in Venice Beach, Buck Mason impressed Ari as a masterclass in creating a brand experience so spot-on it feels like it was built in a lab for its ideal customer. Connect with Ari on LinkedIn and the Marketecture website. Check out his new book, Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance. Go down the internet rabbit hole on Ari’s Adland.tv — home to 80,000+ vintage TV ads. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! (00:00) Intro (00:29) Ari’s background in ad tech and industry standards (01:20) Breaking down Google’s strategy: bought, built, bullied (03:08) Conflicts of interest and antitrust cases against Google (05:10) Covering the “Rocket Docket” trial and stories from the courtroom (06:32) The impact of Google’s dominance on smaller ad tech companies (08:02) What might change if regulators break up Google (12:01) Google’s brand halo vs. behind-the-scenes behavior (16:12) Privacy, third-party cookies, and regulatory pressures (19:00) AI disruption and the future of search (21:08) Marketing implications: SEO, SEM, and influencer marketing (23:01) The buzzword Ari is tired of hearing (24:52) The brand that made Ari smile: Buck Mason (26:20) Where to learn more about Ari and Marketecture (27:32) Closing remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

Noel Massie is the former Vice President of U.S. Operations at UPS and author of the new book Congrats, You’ve Been Promoted. Over a decades-long career, Noel rose from part-time college employee to leading 200,000 people with a focus on values-based leadership. Today, he mentors rising leaders and serves on the boards of organizations like the Annenberg Foundation and the Los Angeles Urban League. We talked about leadership at scale, navigating promotions, and building a career that makes an impact—this week on the On Brand podcast. Noel Massie began working for UPS part-time during college and rose through the ranks to become vice president for UPS’s US Delivery Operations. Before his retirement in 2019, he oversaw 200,000 employees who were led by 12,000 supervisors. In this role, Noel supported and guided the package delivery and logistic services in the United States. He continues to mentor young leaders and supervisors. Noel is currently a member of numerous boards: the Annenberg Foundation, which holds a $1.7 billion endowment and where Noel serves on their investment committee that guides the foundation’s investment strategy; the Los Angeles Urban Leagues Executive Committee, where Noel served as chairman for nine years; Chapter ONE US, an organization that seeks to enhance elementary school literacy; and the Asian American and Pacific Islander Legal Center. Noel has received over a dozen awards, including the Peter Drucker School of Management Leadership Award, the Whitney M. Young Award, the Admiral Samuel L. Gravely Award, the Civic Leadership Award of Los Angeles, and the Civic Leadership Award of Chicago for serving for five years on the Chicago Workforce Board. He currently mentors young leaders and private organizations on values-based leadership principles. He and his family reside in Oak Park, Illinois, with a secondary residence in Southern California. Congrats, You’ve Been Promoted. That’s the title of Noel’s new book—and a perfect reminder that getting promoted is just the beginning, not the finish line. Noel shared why so many new leaders struggle after their big break and how values-based leadership can help them not just survive, but thrive in their new roles. What brand has made Noel smile recently? Noel pointed to McDonald’s—admiring how the brand stays consistent and approachable while evolving with the times. For him, it’s a lesson in balancing legacy with innovation, showing leadership isn’t just about flashy moves but steady, reliable connection. Connect with Noel on LinkedIn and his book, Congrats, You’ve Been Promoted. 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! 00:00 Intro and Noel's Background 02:00 Starting Out and Early Leadership Lessons 06:15 The Idea Behind Congrats You’ve Been Promoted 11:35 Core Values and Setting Leadership Terms 17:00 Handling Ethical Challenges and Uncomfortable Moments 19:30 The No Casual Moments Rule in Leadership 22:00 Value-Based Leadership at Scale 25:45 Lessons from Coaching and Leadership Models 27:00 A Brand Has Made Noel Smile and How to Connect Learn more about your ad choices. Visit megaphone.fm/adchoices

Dani Dufresne is the Founder and Executive Producer of The Auxiliary Co., a creative execution firm known for bringing bold ideas to life—efficiently and without the red tape of traditional agencies. Trusted by top brands, Dani’s built a reputation for flawless production and assembling world-class creative teams. We talked about all of this and more this week on the On Brand podcast. About Dani Dufresne Dani Dufresne is the badass secret agent behind some of the most jaw-dropping campaigns you’ve ever seen. As the brains and brawn behind The Auxiliary Co., she’s the one team's call when they need to pull off high-stakes creative execution—without the bloated budgets and red tape of traditional old model agencies. With an unmatched eye for innovative approaches, high-value design, and production execution, Dani doesn’t just manage a campaign’s work—she makes it legendary. Whether assembling an A-list creative team, running a massive production on a shoestring budget, or stepping in to save a campaign from disaster, she delivers flawlessly and unapologetically every time. Forget the outdated agency model. Dani’s way is smarter, leaner, and faster. She’s here to help brands ditch the bureaucracy, hire the right people, and actually get sh*t done. If you don’t know her name yet, that’s because she’s been too busy making everyone else look good. Industrial Color. Here's a link to the AI color tool Dani talked about. What brand has made Dani smile recently? Dani shared a recent brand collab that made her smile: the unexpected partnership between hand sanitizer brand Living Touch and Crocs. It’s quirky, a little ridiculous—and totally memorable. For Dani, it’s a perfect example of how brands can break through by ditching traditional influencer playbooks and instead teaming up with other brands in surprising, delightful ways. It may not make logical sense on paper, but it makes great content—and sometimes that’s exactly the point. Connect with Dani on LinkedIn and The Aux Co website. 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! 01:00 – Meet Dani Dufresne Intro to Dani and The Aux Co. — why she’s rethinking the traditional agency model. 03:30 – From Film School to Creative Producer How Dani’s Hollywood detour led to a career in advertising and production. 06:45 – What Agencies Get Wrong The communication gap between agencies, creatives, and production—and how Dani bridges it. 10:30 – The Rise of the Fractional Producer Why Dani started The Aux Co. and how her model differs from freelance. 14:10 – Scaling Smart: Building Flexible Creative Teams How she helps agencies and brands scale production without bloating their teams. 17:00 – Bringing Production in Early The case for embedding production thinking at the start of the creative process. 20:10 – Leading with EQ Managing personalities, egos, and teaching her team to anticipate problems before they happen. 23:40 – AI and the Future of Creative Work Why embracing AI isn’t optional—and how it’s changing creative ideation and production. 27:45 – A Brand That Made Dani Smile Why an unexpected Crocs x hand sanitizer collab stood out in a sea of sameness. 29:00 – Where to Find Dani Links, contact info. Learn more about your ad choices. Visit megaphone.fm/adchoices

Jason Keath is a creativity keynote speaker, digital strategist, and co-founder of Social Fresh — a long-running marketing conference and agency trusted by brands like HubSpot and Anheuser-Busch. A pioneer in paid social, Jason launched some of the first Facebook ads back in 2004. He’s also the author of The Case for More Bad Ideas, where he makes a compelling case for embracing messy thinking to spark better ideas. We discussed all of this and more this week on the On Brand podcast. About Jason Keath Jason Keath was one of the first people in the world to run ads on Facebook in 2004. He’s a digital strategy expert and the co-founder of Social Fresh, a digital agency and long-running marketing conference, founded in 2008. Today, Jason leads the agency side of Social Fresh, specializing in research, strategy, and paid media. He’s also a sought-after keynote speaker on creativity and the author of The Case for More Bad Ideas, a book that champions a counterintuitive but practical process for unlocking better thinking through messier ideas. He’s a 20+ year marketing strategist trusted by companies like HubSpot, Credit Karma, Anheuser-Busch, and Robinhood to help them command attention from the right audience. Jason has hosted thousands of marketers at Social Fresh events, built one of the longest-running communities in digital marketing, and believes the best ideas often start out looking like the worst ones. Want more Jason Keath? Listen to his first interview on the On Brand podcast back in 2016! During the show, Jason mentioned Mastercard’s innovations in sonic branding. Here’s my interview with Mastercard CMO Raja Rajamannar. What brand has made Jason smile recently? Jason shared examples from YETI, a brand he first fell in love with because of their exceptional product. But now, Jason thinks the brand’s marketing has caught up and is just as exceptional as the product itself. Connect with Jason on LinkedIn and subscribe to his newsletter (with new AI tools) at MoreBadIdeas.com. 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

Richard Shear is Founding Partner and Chief Creative Officer of Invōk Brands and a founding faculty member of SVA’s Master’s in Branding program. With a five-decade design career and a passion for visual history, he explores how global consumer culture shapes today’s brands in his new book A History of Brands. This week on On Brand, he joins me to discuss the evolution of retail, the enduring impact of packaging, and why the future of branding begins with the past. About Richard Shear Richard is a founding faculty member of the Master's in Branding program at New York’s School of Visual Arts and a Founding Partner and Chief Creative Officer of Invōk Brands. His 50-year design career has been influenced by a fascination with visual history, driven by a curiosity for the culture of consumer brands, and guided by rich experience in brand identity and package design. Richard’s SVA course focuses on the origins, evolution, and current status of retail brands, building awareness of the rich legacy and growth of global consumer culture and its intrinsic connection to the evolution of visual history. What brand has made Richard smile recently? “That’s easy,” Richard shared. “Barbie.” Specifically, Richard points to their newly released Barbie with Type 1 Diabetes. Connect with Richard on LinkedIn as well as the Invōk Brands and Branding at SVA websites. And check out Richard’s new book A History of Brands wherever you like to shop. 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

Corin Mills is the Brand Marketing & E-Commerce Director at MOO, where he leads data-driven strategies that connect standout design with authentic brand experiences. With global experience at Google, Tesco, Currys, and more, Corin brings a sharp, cross-industry perspective to brand transformation. This week on the On Brand podcast, he joins me to talk about balancing data and emotion, leading meaningful change, and what it takes to thrive in today’s fast-moving e-commerce space. About Corin Mills Corin Mills is the Brand Marketing & E-Commerce Director at MOO, specializing in data-driven marketing strategies that revitalize brand experiences and foster meaningful organizational change. With over 15 years of extensive brand management experience driving business transformation across multiple sectors and international markets, his passion for impactful branding drives MOO’s success in bridging the gap between quality design and human connection. As former Head of Brand and Comms at Currys, his transformative approach centers on genuine collaboration and inclusive leadership at all levels of business. With previous success at major brands including EE, Tesco, Currys, Google, Orange, and AXA, Corin brings a unique cross-industry perspective to discussions about e-commerce strategy and optimization. What brand has made Corin smile recently? Corin pointed us to the recent GoDaddy campaign with Walton Goggins (and his goggles). Connect with Corin on LinkedIn and the MOO website. 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

Ryan Hamilton is an associate professor of marketing at Emory University and co-author of The Growth Dilemma. As co-host of The Intuitive Customer podcast, he brings behavioral science to life through real-world brand strategy. This week on On Brand, Ryan joins me to explore why customer decisions aren’t as rational as we think, how brands can grow without losing their soul, and what he’s learned working with companies like Walmart and Visa. About Ryan Hamilton Ryan Hamilton is an associate professor of marketing at Emory University's Goizueta Business School. He has consulted on branding with Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others, and has been a keynote speaker. He cohosts a podcast, called The Intuitive Customer, which applies the insights of behavioral science to customer experience. He has produced lecture series on both marketing and human decision making for The Great Courses. He's also the co-author of the book, The Growth Dilemma. What brand has made Ryan smile recently? Ryan shared a smile he got via a birthday gift from his wife. The gift? A planer from Bridge City Tools. “I love a brand that can take something workaday and turn it into a thing of beauty.” Connect with Ryan on LinkedIn and his Emory University faculty page. 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

David Aaker is Vice Chairman of Prophet and Professor Emeritus at the Berkeley Haas School of Business. Often called the “Father of Modern Branding,” David has authored 18 books and over 120 articles, shaping how marketers understand everything from brand equity to purpose-driven strategy. This week on On Brand, David returned to the show to discuss the updated edition of Aaker on Branding, what’s changed (and what hasn’t) in the world of brand strategy, and why purpose, storytelling, and owning a subcategory are more critical than ever. David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards, including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories, and The Future of Purpose-Driven Branding. Called the Father of Modern Branding by Phil Kotler, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice). His work has received 160,000 citations. What brand has made David smile recently? David shared a smile from his company Prophet's new campaign for UBS, "Banking is our craft." Connect with David on LinkedIn, where he publishes regularly, and check out the revised edition of Aaker on Branding. 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

How do you stand out on LinkedIn and build a personal brand that truly works? Regina Dowdell, Content Solutions Consultant at LinkedIn, shares her insights on personal branding, thought leadership, and creating content that drives business impact—drawing on 15+ years of experience across nonprofits, tech, and startups. What You’ll Learn in This Episode How to craft a digital-first, creative content strategy Practical tips for building thought leadership on LinkedIn The mindset and habits that make brands and individuals stand out Lessons from Regina’s experience across industries—from startups to large organizations How to balance professional ambition with personal life (yes, even as a “Super Mom”) Episode Chapters 00:00 Intro and Regina’s Background 02:15 Building a Personal Brand That Matters 06:30 Leveraging LinkedIn for Thought Leadership 11:00 The Entrepreneurial Mindset in Content Strategy 15:45 Balancing Work, Life, and Travel as a Marketing Pro 18:30 A Brand That’s Made Regina Smile and How to Connect About Regina Dowdell Regina is a digital-minded, marketing creative with an entrepreneurial spirit focused on helping individuals and companies change the world. Through effective communication, thought leadership, and a strong digital presence, Regina has supported forward-thinking organizations across all industries, from non-profits to technology to start-ups, in spreading their messages and scaling for over 15 years. As a Content Solutions Consultant at LinkedIn, Regina helps organizations craft impactful content strategies that are creative, effective, and help them reach their business objectives. An avid traveler and self-proclaimed Super Mom, Regina is based in New York City. What Brand Has Made Regina Smile Recently? Regina highlighted Pinkest Luv, a platform founded by Shari Bryant to empower women—showing how mission-driven brands can connect deeply with audiences. Resources & Links Your Brain on ChatGPT ... Here’s the study Regina mentioned during the show, along with a helpful post summarizing it. What brand has made Regina smile recently? Regina pointed us to the brand Pinkest Luv, a platform founded by Shari Bryant to empower women. Connect with Regina on (wait for it) 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

Nicole Johnston is a former global marketing leader turned transformational coach, with a career spanning Procter & Gamble, Hershey, and Newell Brands. Today, she helps women overcome career challenges as founder of innatePOWER™ and author of Taboo Topics: Things Women Should Talk About, But Don’t. This week on On Brand, Nicole joined me to talk leadership, authenticity, and the power of brave conversations. About Nicole Johnston Nicole is a passionate Executive and Leadership Coach. She previously held senior Sales & Marketing roles at Procter & Gamble, Hershey Foods, and Kimberly-Clark, leading billion-dollar businesses to success. Nicole excels in capturing whitespace opportunities. Her true joy lies in providing positive support to her teams, leading with kindness, inspiring others, and making a transformative impact. Driven to make a difference, Nicole transitioned from corporate to coaching, founding innatePOWER™ to support women in overcoming obstacles and achieving their potential. innatePOWER™ is built on compassionate leadership and a genuine desire to make the world a better place, one person at a time. Nicole is a certified Executive, Leadership, and Organizational Development coach from the ICF-accredited Symbiosis Coaching. What brand has made Nicole smile recently? As a dedicated Hawkeye and Caitlin Clark fan, Nicole smiled as the Indiana Fever launched the Fever Network. Connect with Nicole on LinkedIn and check out the Innate Power Coaching website and her book, Taboo Topics. 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

Heather O’Shea is Chief Research Officer at Alter Agents, where she helps brands like Netflix, Walmart, and Spotify solve tough business challenges through smart research. With nearly 20 years of experience across agencies, platforms, and publishers, she’s a leader in advertising insights and analytics. This week on On Brand, Heather joined me to talk curiosity, empathy, and what today’s smartest brands are getting right. More About Heather Heather O’Shea is a passionate insights leader with over 18 years of experience, including a focus on advertising research, digital analytics, and media landscape. She has held leadership positions at media agencies, publishers, tech platforms, and research companies. She is currently the Chief Research Officer of boutique market research consultancy Alter Agents, where she oversees the research functions within the company, partnering with brands such as Netflix, Walmart, Gatorade, and Spotify to address tough business challenges. She received her M.B.A. in marketing from Baruch College at the City University of New York. She has served as a mentor for Women in Research (WIRe) and has served on the board of the Advertising Research Foundation’s Women in Analytics program. What brand has made Heather smile recently? She shared a series of text-based smiles she got from a recent trip to Costco that her husband and son took. Connect with Heather on LinkedIn and learn more on the Alter Agents website. 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

What does the future of immersive tech look like—and what role will brands play in shaping it? Dave Kaufman, Senior Director of Global Marketing for MR, VR, and Metaverse at Meta Reality Labs, leads efforts for Meta Quest, Horizon Worlds, and Oculus Studios. On this week’s On Brand, he shares insights on branding in virtual spaces, lessons from his career at Google and the U.S. Digital Service, and what’s next for the metaverse. What You’ll Learn in This Episode - How Meta is shaping the future of MR, VR, and the metaverse - What brands need to consider when building experiences in virtual worlds - Lessons from Dave’s path through Google, Halo Neuroscience, and the U.S. Digital Service - The intersection of storytelling, branding, and emerging tech - Why immersive experiences can make or break consumer trust in new platforms Episode Chapters (00:00) Intro (01:11) Defining VR, MR, and the metaverse (05:34) Marketing challenges for new technologies (08:52) Storytelling’s role in brand building (11:10) How brands can enter the metaverse authentically (14:17) Horizon Worlds and the future of social (18:02) Lessons from the U.S. Digital Service under President Obama (22:27) What’s next: AI, risk-taking, and smart partnerships (24:26) A brand that recently made Dave smile (26:23) Where to learn more about Dave About Dave Kaufman Dave Kaufman is Senior Director, Global Marketing of MR, VR, and Metaverse at Meta within the Reality Labs division. He leads global marketing efforts for Meta Quest, Horizon Worlds, and Oculus Studios. Before joining Meta, Dave headed up marketing at Halo Neuroscience, led brand strategy at the United States Digital Service (founded by President Barack Obama), and worked in product marketing at Google. He’s earned recognition from Ad Age’s 40 Under 40 list and honors at Cannes Lions, Clio, and The One Show. A graduate from Cornell University, Dave is now based in San Francisco. What Brand Has Made Dave Smile Recently? Dave shared how Major League Baseball surprised him with a moment that reminded him of the simple, unexpected joys that brands can spark—even in the digital age. Resources & Links - Connect with Dave on LinkedIn → https://www.linkedin.com/in/dave - Read his article How to Work in Marketing (and not be full of …) on LinkedIn → https://www.linkedin.com/pulse/how-to-work-marketing-not-full-dave - Learn more about his work at Meta Reality Labs → https://www.metarealitylabs.com Listen & Support the Show Watch or listen on Apple Podcasts → https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2 Spotify → https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk YouTube → https://www.youtube.com/hashtag/onbrandpodcast Amazon/Audible → https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784 Google Play → https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a Stitcher → https://www.stitcher.com/show/on-brand-with-nick-westergaard TuneIn → https://tunein.com/radio/On-Brand-p967623/ iHeart → https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/ Rate and review on Apple Podcasts → https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2 Rate and review on Spotify → https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk Share this episode — email a friend or colleague → mailto:?subject=Check%20out%20this%20podcast%20episode&body=I%20thought%20you%20might%20like%20this%20podcast Sign up for my free Story Strategies newsletter → https://www.nickwestergaard.com/email/ On Brand is a part of the Marketing Podcast Network → https://marketingpodcasts.net/ Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Mark Kingsley is the author of Universal Principles of Branding and the forthcoming Brands in the Age of AI. A Grammy-nominated designer turned brand strategist, he’s led work for Citi, Equinox, and Blue Note Records. Mark joined me on this week’s On Brand to talk about branding’s future—and how AI is changing the game. Mark Kingsley began his career designing album packages for legends like John Coltrane, Pat Metheny, and Quincy Jones—work that earned him a Grammy nomination in 2001 for Blue Note Records—before transitioning into corporate branding, where he led major initiatives at Landor and Collins for clients such as Citi, Ogilvy, and Equinox. Through his studio, Malcontent, he serves a diverse mix of clients from indie filmmakers to Pulitzer Prize winners. Mark teaches in the SVA Masters in Branding program, previously held the Melbert B. Cary Professorship at the Rochester Institute of Technology, and is currently Head of Brand for the fashion label Oumlil. His book Universal Principles of Branding became a bestseller in 2023, and his next, Brands in the Age of AI, is due out in December. What brand has made Mark smile recently? Mark shared decades-old smiles from the record label ECM, a company whose recordings provide a classic example of creating space through design and sound. Connect with Mark on LinkedIn and the Malcontent website. 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

Cynthia Kane is the author of the new book The Pause Principle: How to Keep Your Cool in Tough Situations. A leading voice in intentional communication, Cynthia has helped over 70,000 people become less reactive and more kind, honest, and helpful in how they speak to themselves and others. Through her bestselling books, DailyOM course, and the Kane Intentional Communication Training Program, she’s transforming the way we talk—and listen. Cynthia joined me to share how we can all communicate with more intention on this week’s On Brand podcast. Cynthia Kane helps people enhance their lives and relationships by teaching them how to become less reactive in difficult conversations and speak to themselves, others, and their environment in a kind, honest, and helpful way. She has taught over 70,000 people how to change the way they communicate through her books, including her latest, The Pause Principle: How to Keep Your Cool in Tough Situations, Bestselling DailyOM Course, and the Kane Intentional Communication Training Program. She is a certified meditation and mindfulness instructor, certified breathing coach, and the founder of the Kane Intentional Communication Institute, LLC. What brand has made Cynthia smile recently? Cynthia shared how the colors of Pratima Skincare’s products make her smile frequently. Connect with Cynthia on LinkedIn and her website. 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

Anson Sowby is CEO and co-founder of Battery, a global creative company that mixes Hollywood storytelling with brand strategy and Silicon Valley speed. With offices around the world and clients like the Anaheim Ducks, Land O’Lakes, and Warner Bros Games, Battery has been named Ad Age Agency of the Year three times. Anson joined me to share how they built this bold, modern agency on this week’s On Brand podcast. Anson Sowby is the CEO and co-founder of Battery, a global creative company who developed a unique working model that’s part Hollywood storytelling mixed with classic brand principles done the Silicon Valley way. The company has been celebrated as a three-time Ad Age Agency of the Year with offices in Los Angeles, Chicago, Toronto and Shanghai, and works with forward-thinking clients like the Anaheim Ducks, Land O’Lakes, Royal Bank of Canada, and Warner Bros Games. What brand has made Anson smile recently? Anson shared a fun smile from the brand Trust & Will, which is in the business of ... well, exactly what you'd think! Listen to learn where Anson's unexpected smile came from. Connect with Anson on LinkedIn and learn more on the Battery website. 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

Chris Cardetti is Chief Strategy Officer at BarkleyOKRP, where he’s spent the past decade shaping strategy into a creative force behind brand revivals for Planet Fitness, Motel 6, AMC Theatres, and more. Known for his journalistic curiosity and idea-first mindset, Chris and his team lead deep consumer research, upstream consulting, and thought leadership—earning top industry honors along the way. We dug into his approach this week on the On Brand podcast. About Chris Cardetti Chris Cardetti is the Chief Strategy Officer at BarkleyOKRP, where he’s spent the past decade building the strategy, intelligence, and communications planning disciplines to be the art and science behind the agency’s model for building whole brands. His recent experience includes a series of brand and business revitalization efforts for Planet Fitness, Motel 6, AMC Theatres, Smoothie King, and Big Brothers Big Sisters of America. Over the course of his career, Chris has zeroed in on a recipe for strategy that mixes journalistic insights with a “no handoffs” idea-centric mentality. This has helped lead to Effies, Lions, Reggies, Shorty’s, and Clio’s awards. His strategy team is also responsible for upstream consulting, in-depth qualitative and quantitative research, and BarkleyOKRP's thought leadership practice, designed to understand the modern consumer deeper than anyone else. What brand has made Chris smile recently? He gave us two! The first came from Phillips' great customer service after he dropped his Sonicare toothbrush! The second came from BarkleyOKRP’s client — the Kansas City Chiefs. Connect with Chris on LinkedIn and learn more on the Barkley website. 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

Kathy Klotz-Guest is Founder of Keeping It Human—a consultancy helping teams at Google, Amazon, and Wells Fargo ditch rigid thinking and spark bold breakthroughs with humor and improv. With 20 years in global tech and 25 years on comedy stages, Kathy brings laughs and innovation to business. We explored it all this week on the On Brand podcast. About Kathy Klotz-Guest Kathy Klotz-Guest, MA, MBA, is Founder of Keeping it Human (keepingithuman.com). She combines 20 years marketing and innovation leadership in Global Tech with 25 years of storytelling on improv and comedy stages. When companies and leaders at places including Google, Amazon, or Wells Fargo want to bust rigid thinking, fear, perceived limits and experience bold creative breakthroughs while laughing, they call Kathy. A top selling Amazon author ("Stop Boring Me") and comedian, Kathy is a professional speaker and expert in improv and humor in business and life. And you can still catch her on comedy stages. From the Show What brand has made Kathy smile recently? Kathy pointed us to the engaging and humorous social media accounts from Lake Michigan, Lake Superior, and the other Great Lakes. “They had these lake roast battles that were great!” She also shouted out Liquid Death's "Kegs for Pregs" ad, which reinforced the brand's “Hell yeah, this is who we are persona.” Connect with Kathy on LinkedIn and check out the Keeping it Human 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