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The Belonging Brief

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The Belonging Brief is a series of interviews conducted by Kelly Mooney, CEO of Resource/Ammirati, an IBM Company, with experts, authors and business leaders on the topic of belonging and why it matters for brands and businesses.




The Belonging Brief Episode 10 - SVP, Chief Creative Officer, REI, Ben Steele

Kelly talks with Ben Steele, CCO of REI, about how belongingness is a key driver for a co-op’s brand strategy. They also discuss the success of #OptOutside, REI’s unique storytelling strategy, and their community-based approach to REI retail centers.

Duration: 00:41:31

Cannes Conversations: The Belonging Brief Episode 9 - Co-Founder, The Movember Foundation, Justin “JC” Coghlan

Kelly talks to Movember Co-Founder Justin (JC) Caughlan at Cannes. The two discuss the challenge of getting men to discuss health issues and how the rule-breaking success of The Movember Foundation is fostering a belonging community.

Duration: 00:34:01

Live from Cannes: The Belonging Brief Episode 8 - Global Head of Digital & Social Media, Nestle, Pete Blackshaw

Live from Cannes: Kelly sits down with Nestle’s global head of digital & social media, Pete Blackshaw. The duo discuss this year’s festival, the brand’s commitment to technology, social networking and more.

Duration: 00:33:51

Live from Cannes: The Belonging Brief Episode 7 - President/CEO, The Jim Stengel Co. & Former Global Marketing Officer, P&G, Jim Stengel

Kelly sits down with former Global Marketing Officer of P&G Jim Stengel at Cannes Lions. The two discuss universal human values, the next generation of “people-empowered giving” and Jim’s new book Unleashing the Innovators.

Duration: 00:37:27

The Belonging Brief Episode 6 - Christie Moorman, Senior Vice President, IPSOS SMX

Kelly talks with Christie Moorman, SVP of IPSOS SMX to discuss a new global study from IBM iX and IPSOS. The study researches consumers’ evolving expectations of brands to learn if and how brands and belonging intersect.

Duration: 00:24:04

The Belonging Brief Episode 5 - CMO, White Castle, Kim Bartley

Kelly sits down with Kim Bartley, CMO, White Castle, to talk about building a community of Craver love at America’s first fast food hamburger chain. The two discuss White Castle’s family-owned heritage, employee culture and top-down customer engagement.

Duration: 00:34:28

The Belonging Brief Episode 4 - Live From SXSW - CMO, Peace First, Co-Author, “Good is the New Cool: Market Like You Give A Damn,” Bobby Jones

Bobby Jones, co-author of Good is the New Cool, joins Kelly live at SXSW. The two reflect on what it means for brands to fully embrace social responsibility, and how it’s possible to feel an incredible sense of belonging while making a purchase.

Duration: 00:29:58

The Belonging Brief Episode 3 - Live From SXSW - Austin, TX Mayor, Steve Adler

Live from SXSW, Kelly Mooney speaks with Austin, TX, Mayor Steve Adler. The two discuss what it means to “Keep Austin Weird,” how a diversity of values and cultures lead to innovation, and what increasing economic segregation means for the city’s future.

Duration: 00:27:01

The Belonging Brief Episode 2 - President/CEO, Pelotonia Doug Ulman

Kelly is joined by Doug Ulman, former president and CEO of the Livestrong Foundation and current president and CEO of Pelotonia, the country’s fastest-growing cancer research organization. The two discuss visionary and purpose-driven communities. Hosted by Kelly Mooney, CEO of Resource/Ammirati, an IBM Company

Duration: 00:26:20