Brand Enabled: The Human Stories Behind Branding

The industrial evolution of brand: Inside Schneider Electric’s shift

Tue, 16 Dec 2025 03:00:00 -0700

What happens when a 190-year-old industrial company starts calling itself an energy technology company?

Join Gabe and Holly as they explore how Schneider Electric is repositioning from a behind-the-walls manufacturer to a global energy tech leader, and what that means for brand, communications, and marketing leaders.

Chief Brand and Communications Officer Monique Elliott helps unpack how an engineering-led, rules-based organization built an integrated brand and communications function, created a dedicated brand storytelling capability, and turned customer “impact makers” into the heroes of its narrative. She shares what it really took to sell storytelling into a technical culture, why brand and comms were brought under one roof, and how that shift unlocked new value internally and externally.

You’ll hear practical insights on:

Moving a heritage “industrial” brand into a technology-led positioning without losing credibility
Structuring brand and communications as an internal consulting function to the business
Building a brand storytelling team (and how they hired for the right skills)
Using customer stories and thought leadership to move beyond product marketing
Balancing governance and guidelines with creativity in large, rules-driven organizations
Leveraging AI to synthesize analyst and market signals so brand can respond faster

For anyone leading brand in complex B2B organizations - especially legacy or engineering-driven companies - this conversation offers a clear look at how to modernize your brand without discarding what made it strong.

Segment to superstar: How SiriusXM grows passionate audiences

Tue, 11 Nov 2025 03:00:00 -0700

Can a brand built on car radios win in a streaming world?

JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.

What you’ll learn:

How to build a segmentation model that guides real decisions, not just a slide
Ways to protect your core audience while investing in growth segments
The role of human curation and hosts in driving consideration and retention
Turning creators and niche passions into sticky loyalty (yes, including heavy metal)
Running a brand evolution tied to product updates, not vanity design
Selecting and measuring leading indicators that predict revenue impact
Using distinctive brand assets (sonic cues, mascots) to boost recognition
Practical tactics to activate employees as advocates and co-creators

Listen for concrete examples, simple frameworks, and metrics you can steal for your next brand, content, or growth initiative.

Brand building from the ground up: Utilities, B2B, and the power of starting fresh

Tue, 21 Oct 2025 03:00:00 -0700

When customers barely notice your brand, how do you earn trust and drive action without a big budget?

David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.

What you’ll learn

Story-first tactics to grow affinity when you can’t outspend competitors
How to pick metrics when revenue isn’t the right KPI
A simple framework for masterbrand naming that reduces buyer confusion
Low-cost research loops using analyst feedback to de-risk positioning
Practical steps for the first 60–90 days leading a new function
Leadership habits that sustain momentum: trust, transparency, humility

Data, emotion, and design: Walmart’s private brand playbook

Tue, 07 Oct 2025 03:00:00 -0700

Can private labels be brands people actively seek out? Walmart SVP Courtney Carlson explains how data, emotion, and design come together to build preference, not just parity.

What you’ll learn

A practical framework for measuring what matters across digital funnels, SEO, reviews, and store performance
When to trust common sense and human stories alongside analytics
How a “branded house” approach turns private label into a reason to choose Walmart
Using influencer immersion and product page excellence to drive conversion
Culture as a brand tool: simple rituals, curiosity, and clear expectations that scale leadership
Portfolio choices that balance core, trend, and price architecture without chasing national-brand equivalents

Product marketing realities: From brown boxes to brand recognition

Tue, 15 Jul 2025 04:00:00 -0700

What happens when you need to rebrand thousands of physical products across global markets? For companies like Logitech and ResMed, changing a logo isn't just about updating a website - it's about retooling manufacturing lines, redesigning packaging for millions of units, and navigating complex regulatory requirements.

Join brand leaders Paige Lutter from Logitech and John Barger from ResMed as they share their experiences leading brand strategy for physical product companies. Learn how Logitech solved their global naming challenges with the "Logi" mark, how ResMed approaches branding medical devices, and why both companies treat AI as a utility rather than a branded feature.

Key insights include:

Managing brand architecture across hardware, software, and digital touchpoints
Strategies for implementing brand changes across global product lines
The critical role of executive support in brand transformation
Building authentic customer connections through physical brand touchpoints
Balancing innovation with brand consistency in regulated industries

Whether you're working with physical products or digital experiences, this conversation offers valuable lessons on brand strategy, change management, and the power of patience in building lasting brand value.

Beyond the swoosh: Leading with purpose at Nike and beyond

Tue, 03 Jun 2025 10:00:00 -0700

What happens when companies chase metrics instead of meaning? Former Nike marketing leader Lisel Welden shares powerful insights from her decade-long journey shaping iconic brands like Nike, Lyft, and Stitch Fix.

Drawing from her experience leading Nike's first unified Black History Month campaign across all business units, Welden reveals how authentic leadership and cross-functional collaboration can drive both business results and social impact. She breaks down why Nike's recent shift toward becoming a "tech company" created unexpected challenges, and shares practical wisdom on balancing data with human insight.

Key takeaways:

Understanding what truly drives your business
The difference between being data-supported versus data-driven, and why blindly following metrics can lead organizations astray
How to build diverse, high-performing teams by matching people's natural strengths to their roles
Creating success for others as the foundation for meaningful cross-functional collaboration

Whether you're a marketing leader looking to drive brand growth or a manager aiming to build stronger teams, this conversation offers practical frameworks for leading with purpose while delivering results.

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Engineering Intel's brand from the “Core” up

Tue, 06 May 2025 10:00:00 -0700

How does a tech company turn a simple sound into one of the world's most recognizable audio marks - second only to a baby crying? Former Intel Global Brand Director Merlin Kister reveals the strategic thinking behind Intel's most iconic brand elements during his nearly two-decade tenure.

From simplifying product naming with the Core i3/i5/i7 system to creating Intel Gamer Days - an experiential event that expanded globally - Kister shares practical insights on aligning brand decisions with business objectives. He unpacks how Intel maintained its brand leadership even as competitors emerged, through initiatives like the Intel Inside program and strategic partnerships with PC manufacturers.

Key topics covered:

How Intel simplified its product architecture to help consumers make better purchasing decisions
The business strategy behind the famous Intel sonic brand and Intel Inside program
Creating meaningful brand experiences through partnerships with the Olympics, NFL and gaming community
Building trust with technical audiences while maintaining broad consumer appeal
Balancing short-term sales goals with long-term brand equity

Kister provides a masterclass in connecting brand initiatives to revenue and profitability while never losing sight of the end user experience.

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The brand you’ve never heard of: How Minerva Project is disrupting education

Tue, 15 Apr 2025 10:00:00 -0700

What if you could completely reinvent higher education from the ground up? While most universities still follow a centuries-old model of lectures and tests, Minerva Project has created a radical new approach to learning that's challenging the status quo of higher education.

Ayo Seligman, VP of Strategy and Design at Minerva Project, shares how this innovative organization built both a university and a technology platform that's transforming how students learn. From removing tenure track positions to creating a global rotation across seven cities, Minerva threw out the traditional playbook to focus on skills-based learning and practical application.

Learn how Minerva positioned itself as a luxury education brand while disrupting entrenched Ivy League institutions, why their approach to learning through "deliberate spaced practice" could revolutionize corporate training, and how they designed their brand identity to reflect perfect imperfection. For brand leaders interested in driving transformation and innovation, Minerva's story offers valuable insights on building a challenger brand in a traditional industry.

Key topics:

How Minerva rebuilt education using first principles thinking
Creating a global learning experience across seven world cities
Positioning an education startup against 200-year-old institutions
Using learning science to transform how organizations train and develop talent
Building a brand that appeals to unconventional thinkers
The intersection of technology, education, and brand strategy

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Think big, start small: NetApp's brand evolution

Tue, 01 Apr 2025 10:00:00 -0700

How do you build brand credibility in an engineering-driven company where logos on napkins seem more important than strategic narrative?

After 15 years at NetApp, Emily Miller has mastered the delicate balance between education and execution in the B2B tech space. From transitioning from agency consultant to in-house brand leader, Emily shares practical approaches to portfolio narrative development, securing executive buy-in, and surviving multiple CMO changes while maintaining brand consistency.

Learn why starting with product stories before tackling corporate narrative creates stronger foundations, and discover how Emily's "think big, start small, move fast" philosophy transformed NetApp's approach to brand building.

Whether you're struggling with the "brand police" reputation or trying to convince engineers of the value of emotional storytelling, Emily's high school analogies and football metaphors offer practical frameworks for brand professionals at any level.

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Building a global brand: Lessons from FedEx with Monica Skipper - Part 2

Tue, 11 Mar 2025 10:00:00 -0700

In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:

The evolution of FedEx's brand architecture and the challenges of integrating acquisitions
Strategies for brand enablement and moving away from the "brand police" mentality
The critical role of data in shaping brand strategies and decision-making
Balancing global brand consistency with local market needs across 220 countries
The importance of leadership support in driving major brand initiatives

Monica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.

This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.

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Building a global brand: Lessons from FedEx with Monica Skipper - Part 1

Tue, 04 Mar 2025 11:00:00 -0700

Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles⁠⁠. Monica shares her wealth of experience and offers valuable insights on:

The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategy⁠
Challenges and successes in maintaining brand consistency across a large, global organization⁠
The importance of data-driven brand strategies and how FedEx leveraged customer insights⁠
Navigating complex brand architecture decisions, including the integration of acquisitions⁠
The role of leadership support in successful brand initiatives⁠
Balancing global brand consistency with local market needs⁠
The transition from brand policing to brand enablement⁠

⁠

This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.

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Welcome to Season 3: New focus and new co-host

Tue, 25 Feb 2025 11:00:00 -0700

Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.

Holly brings her wealth of experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of working in a technical B2B environment.

The conversation sets up Season 3's focus on honest, behind-the-scenes discussions with corporate brand leaders, starting with upcoming guest Monica Skipper, VP of Brand at FedEx. Expect raw conversations about brand building in an era of AI transformation, changing agency models, and the ongoing tension between brand storytelling and performance marketing.

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Season 2 - Mastering Leadership: Insights in Marketing, Patterns & Brand Resonance with Norman Guadagno

Wed, 01 May 2024 10:00:00 -0700

In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!

Season 2 - The Power To Pivot: Measuring Brand Success And Rebranding With Engelina Jaspers

Wed, 17 Apr 2024 10:00:00 -0700

At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at the scene during the major merger of HP and Compaq, Engelina recounts the lessons she learned. She then gives an inside view of the rebranding of Flextronics to Flex, sharing the role she played, the challenges in the process, and the factors that contributed to their success. Tune in now to gain valuable insights from Engelina's wealth of experience as she unveils the essential elements that drive successful business pivots.

Season 2 - Merging "Lazy" And Strategic Marketing: Creating Alignment And Leveraging Insights with Scott Bynoe

Wed, 03 Apr 2024 14:49:00 -0700

Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the brand and the role of culture to create a fascinating narrative in financial services. Tune in now!

Season 2 - Brand Direction: The Importance Of A Clear Vision, An Audacious Goal, And A Belief System With Tom Butta

Thu, 21 Mar 2024 10:00:00 -0700

Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!

Season 2 - Building A Thought Leadership Platform Through Storytelling With Indeed's Aidan McLaughlin

Wed, 06 Mar 2024 11:00:00 -0700

In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice and opportunity to filmmakers from minority groups.

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Season 2 - Being The Challenger: Agility And Risk-Taking With Patrick Reynolds

Wed, 21 Feb 2024 11:00:00 -0700

When you’re a challenger brand that’s trying to get unfair market share, you need to things to succeed – a healthy amount of risk-taking and the agility to take advantage of the big guy’s missteps. Patrick Reynolds has a knack for developing these qualities in challenger brands in his career as a marketer. Patrick is the CMO of the customer data platform BlueConic. Prior to this role, he spent two years in an executive position for Mastercard. Patrick loves the challenge of unleashing the potential of challenger brands through ingenious marketing, branding, and positioning strategies. Tune in and learn how he puts his concepts into practice and how that has translated into business success!

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Season 2 - Executing A Global Brand Transformation With Francois-Xavier Reodo

Wed, 07 Feb 2024 11:00:00 -0700

Looking at services companies today, one would notice that almost every leading name has gone through a major brand transformation. Although ridden with tension, panic, and a long list of challenges, it is one of the biggest steps to get through in order to get to the next level. Gabriel Cohen sits down with Capgemini's Francois-Xavier Reodo, who shares how they navigated through their own brand transformation and brought their name on a global scale. He explains how they handled their team’s initial negative reactions, the major revamp of their brand identity, the struggles of the acquisition process, and working with different cultures. Francois-Xavier also talks about the importance of doing brand surveys, what baseline metrics they considered for their total rebrand, and the undeniable positive impact of putting customers first.

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Season 2 - The Vital Comeback Of A 100-Year-Old Healthcare Brand With Jackson Health System's Matthew Pinzur

Wed, 24 Jan 2024 11:00:00 -0700

When Jackson Health System in South Florida was facing bankruptcy, the government-owned brand orchestrated a remarkable turnaround through a series of changes. Our host, Gabriel Cohen, along with Matthew Pinzur, Jackson Health System’s Senior Vice President and Chief Marketing Officer, discuss this inspiring story of how bringing in a new CEO, modernizing their marketing tactics, and restructuring their team proved to be the successful course correction Jackson Health System needed to thrive.

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Season 2 - Disrupt Or Be Disrupted: The Future Of Brand Marketing With Slate Olson

Wed, 10 Jan 2024 11:00:00 -0700

Brand loyalty today is not about what you sell; it's about the authentic connection you create. Today, Slate Olson, Chief Marketing Officer at LOGE Camps, discusses the future of brand marketing. Slate explains how the definition of brand loyalty is changing and how innovative strategies can disrupt the status quo. He breaks down the essential elements of a successful brand, emphasizing the role of authenticity, community, and creating a genuine connection with the audience. Intrigued by the challenges faced by global giants and disruptive newcomers, Slate also explores the secrets behind brands like Hoka and LOGE Camps that have redefined industry standards. He discusses the power of creativity, innovation, and the athlete's voice in shaping successful marketing campaigns. Tune in now to discover what it takes to disrupt or be disrupted in the world of marketing!

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Season 2 - Rebranding From The Inside Out With Definitive Healthcare's Justin Steinman

Wed, 13 Dec 2023 11:00:00 -0700

Sometimes, having the best product doesn’t guarantee success. It can be beaten by a superior brand. This episode’s guest has a fascinating story about this. Gabriel Cohen interviews Justin Steinman, whose career that took him from GE Healthcare Digital to Novell taught him great lessons he was able to apply to the rebranding at Definitive Healthcare as its Chief Marketing Officer. From leadership to marketing lessons, Justin takes us from the inside out of their rebrand process and how they have repositioned themselves as the industry leader in healthcare commercial intelligence. He then highlights what makes good change management and lays out some core guiding principles for leading and managing people. If you are at the point of transforming your brand, today’s conversation is one you won’t want to miss. Tune in!

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Season 2 - Making A Statement: Lessons From A Successful Rebrand With Alejandro Yu

Wed, 06 Dec 2023 11:00:00 -0700

Companies that have been existing for a long time will inevitably undergo rebranding to keep up with the ever-changing customer and market demands. Alejandro Yu, Vice President of Marketing at Raiz Federal Credit Union, shares his most important rebrand lessons focused on moving forward while keeping heritage intact. Joining our special guest host Brian Elkins, he explains every single thing they had to consider for their rebranding process that allowed them to revamp and improve without tainting their decades-old legacy. Alejandro also shares tips on bringing your team on board with such a massive undertaking and how they handled the unpredictable parts of the rebrand process that mostly caught them off guard.

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Season 2 - Bridging Finance And Emotion In Lending With Loan Depot's Alec Hanson

Wed, 15 Nov 2023 11:00:00 -0700

Despite being an important part of our world today, the financial services industry often has subpar marketing strategies. Perhaps that is why these companies feel very similar and even lack that human connection. If you are part of this side of the world, how can you create that differentiation? For Alec Hanson, the Chief Marketing Officer at loanDepot, the opportunity for differentiation comes in branding. In this episode, he joins Gabriel Cohen to dive deep into this important part of business, bridging finance and emotion in lending. More specifically, Alec talks about serving home buyers from diverse minority communities. He highlights the need for education on mortgages now more than ever before. With the help of an incredibly diverse group of salespeople telling their stories and experiences in the industry both digitally and locally, we can make a greater impact for those coming in to avail our services and more. Tune in to this important conversation and learn the power of branding that gets your message and soul front and center to your audience.

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Season 2 - Evolving Horizons: Elevating Your Brand For A New Era With Gabriela Henault, AlphaSights

Wed, 01 Nov 2023 10:00:00 -0700

In the ever-shifting landscape of marketing, adaptability and innovation are key. Join us in this episode as Gabriela Henault, the Chief Marketing Officer at AlphaSights, discusses how brands can leap into a new era. With a passion for collaboration and an eye for detail, Gabriela shares how brands can navigate the complexities of client-side demands while staying true to their core identity. Discover the critical role of collaboration, the power of feedback, and the nuances of crafting the perfect brief. Gabriela also emphasizes the need for marketers to be well-rounded before specializing, as the modern marketing landscape demands an understanding of various disciplines, from digital to design. Tune in now and learn how to take your brand into a new era of success.

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Season 2 - Brand DNA: The Foundation For Iconic Brands With Ian Stewart, Wedge Brands / Xcel Wetsuits

Wed, 18 Oct 2023 10:00:00 -0700

Iconic brands are those who have become household names and dominated the market for a long time. But reaching such a point and maintaining this status is easier said than done. Gabriel Cohen sits down with Ian Stewart, CMO of Wedge Brands and Xcel Wetsuits, to discuss how the biggest brands like Nike and Converse studied the latest trends and integrated them into their marketing decisions and overall business playbook. Gabriel explains how to identify and stay in touch with your core audience, as well as the most important factors to consider when building an influential brand DNA. He also discusses how iconic brands manage to keep up with the ever-changing market, the importance of lagging indicators, and the secrets behind managing well-rounded teams.

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Season 2 - Chemistry, Curiosity, And Creativity With Max Pfennighaus, Johnson & Johnson

Wed, 04 Oct 2023 10:00:00 -0700

This episode features Max Pfennighaus, the Director of Enterprise Brand Design at Johnson & Johnson. In an insightful conversation, he brings us into the world of agency selection and brand transformation and shares a wealth of knowledge and behind-the-scenes insights from his extensive experience in working with branding agencies. Max discusses how the role of branding agencies has evolved over the past decade, emphasizing the importance of understanding the client's unique needs and the ability to adapt to change. He reveals the critical factors that set agencies apart during the selection process, shedding light on the delicate balance between expertise and curiosity. He offers valuable advice on how agencies can make a lasting impression in their pitches, highlighting the significance of team chemistry and a client-centric approach. He discusses the art of engineering discussions during presentations, providing tips on keeping clients engaged and fostering meaningful conversations. Max also shares real-world examples of successful agency selection processes and illustrates how agencies can navigate the intricacies of client expectations and project scopes. Tune in to this episode for an eye-opening exploration of the agency-client relationship, packed with practical insights that can transform your approach to branding and agency collaboration.

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Season 2 - The Branding Edge: Unveiling Effective Strategies With Former IRI CMO, John McIndoe

Wed, 20 Sep 2023 10:00:00 -0700

Effective branding goes beyond logos and slogans; it's about crafting an immersive experience that resonates deeply with your audience. Welcome to an exciting episode featuring a true branding expert, John McIndoe, the former CMO of IRI. John discusses the world of branding, exploring the pivotal moments that shaped his journey and honed his brand strategy expertise. From working on positioning and architecture to crafting captivating creative designs, John walks us through his brand strategy prowess. Drawing from his extensive background as a former Chief Marketing Officer, John unveils the secrets behind successful brand strategies that leave a lasting impact. Discover the essential elements that comprise a winning brand strategy, and gain practical tips to elevate your own brand's positioning and design. Tune in now!

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Season 2 - Transforming The Role Of Brand In A Commoditized Category With Former Arrow Electronics CMO, Rich Kylberg

Wed, 13 Sep 2023 10:00:00 -0700

Transforming the brand into a commoditized category requires strategic thinking, innovation, and a deep understanding of the market and consumer dynamics. To discuss this topic, Rich Kylberg, a former Arrow Electronics CMO, joins the podcast to explore some key insights and strategies that can help reshape the brand's role. Rich emphasizes the value of empowering others to do something great. You can help empower others by getting them into their goal without imposing the presumption of your goal upon them. It is important to hear Rich’s insights on these strategies and learn about his experiences in transforming the role of a brand in a commoditized category, particularly within the context of Arrow Electronics.

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Season 2 - Uniting Two Organizations Under One Brand With WiTricity's Amy Barzdukas

Wed, 06 Sep 2023 10:00:00 -0700

Brand mergers lead to more lucrative business opportunities, a wider audience reach, and a bigger growth potential. However, it also means going through a challenging time bringing together different brands with their own identities and cultures. Joining Gabriel Cohen is Amy Barzdukas, who shares her contribution to the brand merger between Polycom and Plantronics. She talks about her experiences in choosing a brand name, the things to consider when creating a business logo, and the right way to approach executives. She also shares about the efforts of her current company WiTricity in revolutionizing how electric vehicles are powered – by getting rid entirely of charging plugs.

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Season 2 - CPG, Branding, And Marketing: On The Importance Of Getting External With Drew Deering

Wed, 30 Aug 2023 10:00:00 -0700

A true mark of a successful product is when it becomes an important part of people’s lives. This is especially true in the world of CPG, where you really need to be in people’s homes. So how do you achieve that? In this episode, we have award-winning Global Marketing mentor Drew Deering to enlighten us. Drew emphasizes the importance of getting external as we think about our brand and marketing. That is, by actually going out and spending time with people. Only then can you fully understand your brand purpose and deliver the true brand experience. Plus, Drew discusses the differences between working with huge brands and small brands. He gives real-life examples of their successes and weaknesses, illustrating the framework you need as a marketer and the pitfalls you need to avoid. Full of great insights on branding and marketing through the lens of CPG and more, this conversation with Drew is something you won’t want to miss!

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Season 2 - The Paradox Of Longevity, Differentiation In Financial Services, And The Transamerica Brand Promise With Jamie Poston

Wed, 23 Aug 2023 10:00:00 -0700

Transamerica expresses its purpose as “helping people live their best lives.” How does it deliver on that brand promise? It’s something that Jamie Poston has spent a lot of effort thinking about as Head of Enterprise Marketing and Brand at this major player in the financial services industry. What he and his team came up with was nothing short of ingenious. It seamlessly addresses the paradox of longevity in America through innovative customer centric solutions. It’s quite intriguing how the thought process goes when coming up with solutions like this. Gabriel Cohen doesn’t disappoint us and fleshes this out in all possible angles with his guest in this podcast’s premiere episode. Tune in and learn how Transamerica has managed to differentiate itself in a highly regulated industry and how it intends to deliver its brand promise to its clients!

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Season 1 - Emmanuel Probst: Brand Accountability In An Age Of Transparency

Wed, 26 Oct 2022 10:00:00 -0700

With all the tools available, it is easy to validate claims that brands make. When a promise is made, it is impossible to get out of it. People are now more empowered in following through and holding brands accountable for what they put on the label. Emmanuel Probst, the Global Lead: Brand Thought-Leadership at Ipsos and the author of Wall Street Journal and USA Today bestseller, Brand Hacks, shares insights into the new era of marketing and how sustainability, transparency, and authenticity play into making the biggest impact. If you are just starting to build your brand or have been established but want to get that edge, this is the podcast for you!

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Season 1 - Understanding Digital Strategy With Simon Kingsnorth

Wed, 19 Oct 2022 10:00:00 -0700

Digital strategy is an essential part of marketing. Leveraging the tools available and executing the right strategies helps a lot for your company’s success in the digital age. In this episode, Simon Kingsnorth, the author of Digital Marketing Strategy and Digital Marketing Handbook, discusses the importance of understanding digital strategy. He explains his love-hate relationship with social media. On the one hand, it can be a fantastic tool because it has a massive benefit in terms of conversion, engagement, retention, and PR. Still, it can be a place where mistakes are quickly done. As he goes deeper into the discussion, he shares two critical strategies in content marketing and social media. So if you’re looking for strategies to help you surf the tides of social media for your company, tune in to this episode with Greg and Simon now!

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Season 1 - Daniel Incandela: The Business Case For Digital

Wed, 12 Oct 2022 10:00:00 -0700

When Daniel Incandela joined ReachDesk, he was tasked with revamping the entire operation and designing a competitive brand in a digital environment. He chats with Greg Silverman to share how he accomplished the company's rebranding and relaunching process. Daniel explains how he focused not just on digital innovations but also on actively involving every team member throughout the process.

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Season 1 - Digitally Enabled: Measuring The Experience With Jonathan Yaffe

Wed, 28 Sep 2022 10:00:00 -0700

Does experience really change how consumers behave? Today’s guest is Jonathan Yaffe, co-founder and CEO of AnyRoad, the first ERM (experience relationship management) platform that focuses on delivering and measuring experiences that transform consumer behavior. Jonathan joins Greg Silverman to explain this cultural shift in the market and why thriving brands are now transforming into experiential businesses. Learn about how you can transform consumer behavior, elevate brand perception, and achieve better ROI through experiential marketing by tuning in to this episode.

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Season 1 - Digitally Enable Your Personal Brand With Vivian Chen

Wed, 21 Sep 2022 10:00:00 -0700

With everything and everyone going digital, how can you separate your brand from the pack and stand out? Vivian Chen, the Founder and CEO of Rise, is helping brands do that and more! In this episode, she joins Greg Silverman to talk about how to digitally enable your personal brand. At the heart of it, Vivian highlights the importance of identifying your ‘why’ and telling your story to humanize your brand. So tune in to this conversation and find out how you can thrive in this digitally forward world.

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Season 1 - The Digital Workaround: When Traditional Approaches Don’t Work With Kieve Huffman

Wed, 14 Sep 2022 10:00:00 -0700

In this digital age, it only takes one post to make or break a brand. That is when you can make that post. In this episode, the founder and CEO of Engager Brands, Kieve Huffman talks about the marketing challenges and limitations they had to face and how those hurdles drive innovation on how they take their products to a bigger audience. Tune in and learn digital workaround and strategies on how you can leverage your audience and penetrate the digital space in the most creative way.

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Season 1 - Personal Branding: Why It Matters In A Digital World With Rachel B. Lee

Wed, 07 Sep 2022 10:00:00 -0700

Personal branding is increasingly becoming important as many of our interactions happen online. Personal branding is what people say about you when you're not in the room. It's how others perceive you and sets you apart from the competition. And that is what Rachel B. Lee shares with you in this episode. Rachel is a fearless brand marketing lady boss. She's the co-owner and CMO of Standout Authority, helping C-level executives, entrepreneurs, and business owners define their personal brand strategy, create influence, and build human connections online through the power of LinkedIn. Rachel is also part of the LinkedIn Creator Program and one of the few hundred LinkedIn Audio testers out of 800M+ LinkedIn embers. Tune in as Rachel Lee talks about what personal branding means in today's era and how people manage their own brands.

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Season 1 - Digital Branding: The Role Of Culture And Leadership With Rachel K. Cross

Wed, 31 Aug 2022 10:00:00 -0700

As digital technologies increasingly shape how we interact with brands, culture and leadership play an increasingly important role in digital branding. With so much noise and competition online, companies need to have a strong sense of self that comes from a clear and purposeful culture. And it's just as important for companies to have leaders who can authentically represent and champion that culture. That is what our guest, Rachel K. Cross, talks about today. Rachel is a globally-accomplished marketer, writer, speaker, and the Chief Business Sherpa of Rachel K Group. In this episode, Rachel discusses the role of culture and leadership in digital branding and how they can help create more authentic and engaging experiences for customers and employees alike.

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Season 1 - Branding In The Era Of Ecosystems With Dr. Marcus Collins

Wed, 24 Aug 2022 10:00:00 -0700

Nothing has made us more aware of how connected we all are than digital technology. The online world shows the strong ecosystems we have all built—a network of data, devices, and even humans. That is why brands today can hardly thrive without digitalization. In this episode, award-winning marketer and cultural translator Dr. Marcus Collins dives deep into branding in the era of ecosystems. He discusses how we design for a network world, where there is reciprocity in knowing the human story. Join this conversation and learn how you can further digitally enable your brand and thrive!

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Season 1 - Rebranding: A Digital First Perspective With Jamie Moldafsky

Wed, 17 Aug 2022 10:00:00 -0700

The world of media is increasingly becoming more digitized with a 'streaming first' world. So, how is a 100-year-old company rebranding to these changes in the industry? Here to share their transformation journey and process is Jamie Moldafsky. Jamie is the Chief Marketing and Communications Officer at Nielsen, a global leader in audience insights, data, and analytics, shaping the world's media and content with accurate market measurements. She joins Greg Silverman to discuss the key areas they're focusing on as they adapt to and anticipate the market's changing needs. Learn how to rebrand with a digital-first perspective by tuning in to this episode.

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Season 1 - Claiming Your Digital Identity: The Verbal Way With Chip Edwards

Wed, 10 Aug 2022 10:00:00 -0700

Technologies are being refashioned, and some devices are going the verbal way, which means these devices utilize voice assistants like Alexa and Siri. How can businesses claim their digital identity in this setting? Many users adapt to these new technological modifications with the changing digital world, while some prefer to use the old models. In this episode, Chip Edwards, the partner at CreateMyVoice.com, explains the idea of how their brand could help the users in their business. He also shares how Amazon and Google solved their problem on their website. So tune in to this episode and listen to Chip Edwards as he walks us through his fascinating journey and his innovative idea.

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Season 1 - Conducting A Complete Digital Audit With John Lyons

Wed, 03 Aug 2022 10:00:00 -0700

Are you executing effective strategies in your business that deliver great results? Listen to your host Greg Silverman as he interviews John Lyons of the LEGO Group about digital marketing strategies, campaigns, creative problem solving, and nurturing opportunities. John explains digital audit and educating people on different aspects of a business. Is the CRM you’re using helping you save time? Tune in to learn more about what you need to consider with the tools and methodologies you have in your organization.

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Season 1 - Overcoming The Digital Challenge In Rebranding With Jim Heininger

Wed, 27 Jul 2022 10:00:00 -0700

Businesses and various organizations often use branding to establish themselves and create a wider reach, separating themselves from other similar services—something that makes them stand out from the rest. But what happens when a business entity decides to change their image? In this episode, host Greg Silverman sits down with Jim Heininger of Rebranding Experts, a company he founded in 2017. Jim is going to talk about rebranding, a process and market strategy for changing an organization’s image. To find out more about rebranding, don’t miss out on this conversation!

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Season 1 - The Key To Your Digital Playbook With Scott Doniger

Wed, 20 Jul 2022 10:00:00 -0700

There are so many brilliant people in leadership roles who never get to express their full potential and reach their goals simply because they don’t have a playbook to get there. In this day and age, that playbook has transformed to best suit the digital times. Greg Silverman’s guest in this episode is here to help. He sits down with Scott Doniger, the Chief Operating Officer of Growth Warrior Capital, to discuss the key to your digital playbook. Scott tells us how he sees digital and what he is doing to make people more digitally enabled to transform their company. Join this conversation and find out about Scott’s transformative playbook that will help you leverage digital technology!

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Season 1 - How To Solve A Digital Problem With Riham El-Lakany

Wed, 13 Jul 2022 10:00:00 -0700

One of the benefits of shifting towards digital is how processes can be much more streamlined and easier to access. Unfortunately, there are still some who find the digital experience to be quite cumbersome. Here to shed light on how to solve this digital problem is Riham El-Lakany, the Chief Marketing and Communications Officer at BJC Healthcare. At the center of it is the importance of customer experience. And Riham lays down the ways we can improve and simplify the customer experience in our digital processes.

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Season 1 - Cracking The CX Code With Pam Piligian

Wed, 06 Jul 2022 10:00:00 -0700

In an increasingly digitized and automated world, it is easy to forget the importance of human connection. However, when it comes to delivering a great customer experience, human connection is still crucial. When you take the time to connect with your customers, you create a relationship of trust and respect that will last long after the sale is complete. Navy Federal Credit Union‘s Chief Marketing Officer, Pam Piligian, believes this to be true. In this episode, Pam talks about the impact of digitization on customer experience, why journey mapping is essential, and how human connection is still crucial for delivering a great customer experience. Check out this episode to learn more.

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Season 1 - Digitally Enabled Experiences With Jesse Purewal

Wed, 29 Jun 2022 10:00:00 -0700

Are you someone who is building a digital brand? Today, we are joined by Jesse Purewal, the Head of Brand at Qualtrics. Jesse is a builder, storyteller, and strategist who works with leaders to define their brand purpose, activate brands through modern marketing and drive growth and impact through insight, creativity, and innovation. He is also the host of the podcast Breakthrough Builders. Tune in to learn about the digital challenges he faced while doing some innovation around experience management. Discover his advice on building content that matters and how to run your business or brand as a digital experience.

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Season 1 - How To Build An Authentic Brand With A Compelling Online Story With Paige Arnof - Fenn

Thu, 16 Jun 2022 12:53:00 -0700

Every business is making the move to go digital. But being on every social media platform is not enough. Brands need to have a compelling online story that reaches and attracts their target audience. Here to help break this down is Paige Arnof-Fenn. Paige is the founder and CEO of global marketing and branding firm Mavens & Moguls. She joins host Greg Silverman to share the importance of having the right strategy when it comes to being present online. Get valuable expert tips to help you navigate the digital landscape and make your brand stand out by tuning in!