Brand2Brand with Thomas Stirling

Join us for a Brand2Brand Happy Hour with special guest Barb Reilly! As President of the Ad Club in Boston and a seasoned Fractional CMO, Barb has guided brands like JetBlue and PopCorners/PepsiCo to find their strategic sweet spot. In this episode, she reveals why the Fractional CMO is changing the game for brands, offering flexibility and focus like never before.This episode, we're enjoying craft brews from Bent Water Brewing Company, so join us in grabbing a drink, and tune in for brand leadership insights from one of the industry's best!

And that's a wrap! As we close out another season of the show, we pulled all the best moments together for another highlight reel. Tune in to join Thomas and Veronica as they revisit everything from adapting heritage brands to stay relevant, the importance of leadership's personal brand and how to best speak to your audience. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this episode, we explore how Pepsi and Liberty Mutual found marketing success despite their different approaches to advertising. Pepsi has consistently relied on its in-house expertise while collaborating with many agency partners. Conversely, Liberty Mutual strengthened its internal team to develop an in-house agency that takes on other clients. Both are growing due to finding the right strategic mix and proving there's no “one size fits all” approach. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this episode, get ready to dissect how GEICO and Progressive flipped the script, turning an industry known for its snooze-fest advertising into a marketing powerhouse. With a cocktail of audacious humor and unforgettable mascots, these brands rewrote the rules, proving that even insurance can be cool. This episode is a masterclass in marketing bravado, showcasing how bold moves can ignite an industry-wide revolution and change the game in connecting with audiences. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Polaroid and Converse, each with a rich history and a deeply ingrained place in pop culture, demonstrate the power of nostalgia in modern branding. In this episode, we explore their strategies for staying true to their roots while evolving to meet contemporary tastes, treating their products as commodities and enduring icons of style and sentiment. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

This episode unpacks how these iconic outdoor brands, L.L. Bean and Stanley, have reinvented themselves for new generations, blending tradition with trendy campaigns and digital-era fame. Perfect for marketers and brand enthusiasts, it's full of insights on evolving classic brands in today's fast-paced market. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Silly rabbit, brands are for kids! Explore the changing landscape of digital marketing with two powerhouse brands: YouTuber Logan Paul's PRIME energy drink and the gaming sensation Fortnite. Discover clever media tactics, effective audience engagement strategies, and more in this must-listen episode filled with valuable insights and actionable takeaways for connecting to the younger generation. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Join us on a thrilling journey through the innovative marketing strategies that popular brands Yeti and Redbull have used to go beyond selling products. Take lessons from these masters as we uncover how they leverage their brand to create a way of life that consumers are excited to participate in. This episode is jam-packed with tips and tricks you can use to captivate your audience and build a community around your brand. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Incoming: Recorded live episode! Join Thomas, Veronica, and our tipsy audience for a conversation about the power AI has in optimizing how we operate. By automating and streamlining mundane tasks, you can empower your team to reserve their valuable time for more strategic initiatives. AI is here to stay. Claim your place in crafting the narrative for how we use it.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Don't let your brand fizzle out. Your audience expects branding that packs a punch and who better to learn from than hot sauce brands themselves? Turn up the heat and tune into this spicy episode to uncover the lessons we can learn from the rise of the hot sauce market. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Do most entrepreneurs set out to build multi-million dollar brands? Not the founder of Liquid Death. He tasked himself to come up with the dumbest idea possible - and it was just dumb enough to work. Packaged water and seltzer brands are primed for market domination as consumers demand healthier options. Quench your thirst for marketing inspiration, and join us to dig into how the hell water became the hottest beverage in town. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

With consumer expectations that brands will align with their values, armed with the collective power of social media, marketing has never been this complicated. In this episode of Brand2Brand, Thomas, and Veronica look at what the hell happened with Bud Light and Target this summer. Bold moves require bold action. If you take that leap of faith, you better be prepared for your core audience to react. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this bonus episode of Brand2Brand, Veronica St. Cyr sits down with Kira Lew, morning show host of 97.5 WOKQ, to discuss building brand loyalty that lasts. Kira leads the morning show on the largest country radio station north of Boston, and her success is a direct result of her ability to keep her audience coming back for more. So what can marketers learn from professional radio personalities? Tune in and find out. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

As new generations gain spending power, brands must adapt to make connections. In this episode of Brand2Brand, Thomas, and Veronica discuss how brands can evolve to reach new audiences without alienating the generations that lead to their success. Keeping market share is an ever-changing game. Let us give you the right playbook to win. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Silicon Valley loves AI startups, and businesses should too. In this episode of Brand2Brand, Thomas and Veronica dig into what all businesses can gain from AI-powered tools while discussing the benefits of democratizing access. With the rate of new AI products hitting the market, there's a lot to choose from. However, not adopting any AI tools is a choice we don't recommend.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Artificial Intelligence (AI) is rapidly changing the business landscape, and every business owner and marketer should pay attention. In the latest episode of Brand2Brand, Thomas and Veronica dive into how AI can be leveraged to enhance a brand's competitive edge, increase efficiency, and create new growth opportunities. Don't get left behind. Lean into to potential of AI and stay ahead of the curve. Resistance is futile. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Are Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) frameworks exploited for marketing purposes? On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica answer that question. These complex concepts allow businesses to evaluate and exhibit their impact on society, the environment, and the world around them. However, as consumers demand greater transparency, brands face the challenge of staying authentic while shifting their practices.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica trek through the dos and don'ts of brands that do good. From give-back programs to sustainability pledges, authenticity is the key to unlocking messaging that resonates.It is possible to make a difference while making a profit. We are responsible for ensuring our businesses leave the world better than when we founded them. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica visit successful government-funded marketing campaigns across the U.S. States have carefully branded themselves for decades to drive tourism and economic development. In the wake of the pandemic, special grants and funding have given communities the ability to leverage dynamic marketing strategies like never before. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas and Veronica enter the ultimate battle of the brands - The Super Bowl. Marketing campaigns have the power to excite an audience or leave them utterly confused. We break down the key factors in predicting the marketing winners and losers.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas Stirling, and Veronica St. Cyr dig into leadership's impact on brand loyalty. From Disney CEO's massive layoffs and disappointing earnings to Starbucks CEO's antagonistic emails and unionization controversy, leading a brand has never been this complicated. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this bonus episode of Brand2Brand, Thomas and Veronica stroll down memory lane, revisiting some of season two's greatest moments. From discussing the importance of building brand equity to exploring emerging technology, join us as we dive back into everything we covered this season. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss artificial intelligence in the workplace, looking at brands like Jasper and Sanas to better understand if AI is really coming for our jobs. We also explore viable AI tools that companies are leveraging to enhance their team's ability to execute quality work without replacing them. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explore virtual reality (VR). We look at emerging VR brands like National Geographic and Spatial to discuss what this technology means for the future of business and how we connect and communicate with each other, along with the areas where this technology still needs to evolve for increased adoption. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss the relationship between price, quality, and brand name. We look at brands like Costco and Bed Bath & Beyond to examine the strategies of building brand equity through private-labeling.  For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica talk about psychological safety in the workplace. We look at Pixar and The Daily Show to uncover how honest environments deliver the greatest results. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explore corporate restructuring amidst a potential recession. We look at Shopify and Robinhood to dig into how brands are navigating layoffs. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica talk about recruitment strategies in the most competitive hiring market to date. We'll look at how Hilton and Salesforce utilize social media channels to build a powerful employer brand that's winning over candidates. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica explore the brands leveraging TikTok to engage with their audience. We'll look at the language learning app, Duolingo, and historic news outlet, The Washington Post, to share tips for success on the platform. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica dig into the potential for drone technology to revolutionize commerce and infrastructure. We'll look at the drone-delivery services of Alphabet's Wing and the cutting-edge AI-powered drone product line from Skydio to uncover the emerging opportunities drones provide us. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica bring you behind the scenes of launching a podcast. Tune in to hear our hosts share the lessons they learned over the course of two seasons of producing content. From recommendations on studio setup to considerations when introducing video, this bonus episode provides an honest look at the investment podcasting requires. Plus, we'll share tips to avoid killing your co-host! For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica re-examine the corporate mission statement. Is it still the foundation brands are built upon or the anchor preventing them from quickly changing direction? Tune in as they evaluate the mission statements of two successful brands - GE vs. JetBlue. Which one feels sincere? Which one reeks of corporate B.S.? And lastly, would your mission statement pass the smell test? For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica boldly go where no podcast has gone before to discover how far deep pockets could reach into deep space. We'll explore two feuding billionaires - Elon Musk and Jeff Bezos - and compare their private space ventures from SpaceX and Amazon. In the quest to privatize space, which company has the competitive edge? Which billionaire has the best cowboy hat? Are their goals for space travel focused on exploration - or exploitation? Join our hosts on their mission to infinity - and beyond! For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica discuss the rise of celebrity entrepreneurship, backed by the power of personal brands. Today, celebrities aren't just endorsing brands, they're building or buying them. By taking a look at George Clooney's 'Casamigos' tequila brand and Willie Nelson's 'Willie's Reserve' cannabis brand, our hosts explore the evolving landscape of celebrity brand equity. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

It's a 4/20 special! In this episode of Brand2Brand, Thomas sits down with Jesse Channon, Chief Growth Officer of Columbia Care, one of the largest fully integrated operators in the cannabis industry. Together, they discuss the increased demand for cannabis products, technology's role in cannabis go-to-market strategies, and how the industry navigates a vast maze of marketing rules and regulations. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explain just what the eff Web3 is and how the decentralization it promises affects business, even the world. Web3's boosters see a fairer internet where users control their own data and identities, but without oversight or security decentralization risks morphing it into a truly Dark Web. Our hosts will pair off two cryptocurrency giants - Uniswap and Compound - and dig into the potential benefits and risks each faces from an Internet without restrictions, permissions, and middlemen. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica will journey into the mysterious and alluring crypto exchange space. Despite the vast riches some predict, cryptocurrency trading still strikes many investors and foreign governments as a money-making scheme rather than a sound financial strategy. In America, however, consumers, experts, and the United States government are warming up to crypto's potential global economic impact. We're pairing off two higher-profile industry leaders for this episode: Coinbase and FTX. Both brands spent millions on Super Bowl ads and taken on powerful partners and sponsorships in the sports world, and your hosts are looking past the buzz and the hype to see if crypto is here to stay - or another bubble bound to burst. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica tackle America's favorite unofficial holiday - Super Bowl Sunday - and the giant brands that spent millions to be part of the action. With over 100 million viewers tuned in for the big game, the goalposts were set high for those brands. Which ones scored big? Which ones fumbled? Our hosts will also share their thoughts about the halftime show and Gen Z's shock at watching their parents twerk to Dr. Dre (...as if anyone's ever too cool for old school). For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica pose a deceptively simple question: Between Carhartt and Levi's, which brand wears the pants around here? Gen Z knows the answer because both Carhartt and Levi's are working overtime to maintain their popularity with them. Our hosts also explore the rise of video content creation and the concept of “authenticity”, specifically its appeal to a younger generation of consumers. No one's holding any big questions back from the big brands, either. One point Thomas and Veronica make clear is as generations change, the rules of marketing and branding change along with them.

Self-driving tractors? Cars that can change their color? In this episode of Brand2Brand, Thomas and Veronica boldly go into a brave new world of innovative technology and its effect on the marketplace. Pitting John Deere against BMW might seem like “country mouse vs. city mouse” but Thomas and Veronica's exploration of both brands' relentless pursuit of innovation reveals them to be more alike than even they thought. Your hosts also discuss some of the external forces driving the search for The Next Big Thing - the need for renewable energy sources, a hungry world, more convenience - and a few of the drawbacks. With technology changing at rapid speed, Thomas and Veronica ask: Can your brand keep up? For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica throw themselves fully into the spirit of the New Year “weighing in” on two of the most popular - and occasionally controversial - fitness technologies on the market: Noom and Peloton. Thomas and Veronica will discuss the behavioral psychology driving both brands and their attempts to connect with the approximately 45 million Americans resolving to lose weight this year. Your hosts will also examine Peloton's very public free fall as the fitness brand and the business behind it begin the New Year by making some self-improvement resolutions of their own. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica revisit some of the greatest moments from season one. Join them for a stroll down memory lane as they unpack the importance of personal branding, discuss the world of blockchain technology and uncover the business impacts of a connected metaverse. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica enter the metaphorical metaverse to discuss what emerging VR/AR technology will mean for the future of business. The news that Meta (formerly Facebook) is embarking on a path to a fully connected virtual metaverse has sent shockwaves across the internet. There are long-standing virtual communities, built on blockchain technology, that have been operating long before Zuckerberg brought them mass attention. As we see cryptocurrencies like Decentraland's “Mana” climb in value, it's clear that this brave new world is not something companies can afford to ignore. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explore the unique business opportunities lurking in the most unlikely channels. OnlyFans and TikTok are just two popular platforms showcasing user-generated content that are constantly competing for your audience's attention. Beyond offering viable marketing opportunities, brands can stand to learn lessons around the power of creating exclusive content, generating buzz, and understanding algorithms to hyper-target their consumer base. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica dive into the world of influencer marketing. The Jenners (Kendall & Kylie) and the Pauls (Logan & Jake) have each built a massive following, giving them a platform to ignite trends and drive brand engagement. Despite the trail of controversies scattered along their path to purchasing power, these sets of siblings have proven that popularity can generate revenue. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

Calling all entrepreneurs! In this bonus episode of Brand2Brand, host Thomas Stirling welcomes Stacy Madison to discuss her journey from founding and selling Stacy's Pita Chips to embarking on her latest venture with BeBOLD Bars™. Stacy shares invaluable insights you can apply to your business immediately. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica compare marketing tactics seen in the hard seltzer industry as major players compete to dominate the market. From White Claw to Truly, brands have worked to devise targeted strategies aimed to activate new audiences, shape perception, and stay relevant. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica enter the world of Non-Fungible Tokens (NFTs) as the market for unique digital assets stored on blockchain technology grows. Global brands like Coca-Cola and Charmin have joined the NFT game, either signaling the adoption of blockchain's ability to protect IP or cementing its downfall as a trendy bubble bound to burst. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica unpack the emerging influence that internet users have on the stock market. Wall Street analysts have long underestimated the impact these retail investors can have against hedge funds. While they learn a hard lesson, it's clear these meme-wielding investors still have the power to make or break empires. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss franchising and how smaller businesses can learn from established industry leaders like Subway and McDonald's. Whether or not you choose to franchise your business or open one, there are a few things to consider before making the decision to do so. For a full transcript of the podcast audio, including research and references materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss vision and a company's ability to deliver on promises. The Health-tech startup, Theranos, and failed luxury experience, Fyre Festival, both defrauded customers and investors with big ideas too good to be true. But faking it until you make it only works for so long. When the truth eventually comes out, companies are left exposed and liable to financial fallout. For a full transcript of the podcast audio, including research and references materials, visit stirlingbrandworks.com/blog.