BrandingBusiness | Expert Opinion

If you're looking for insights on how to make your business more valuable, sustainable, inspirational and loved, you might need to look at it through a new lens. Ryan Rieches speaks with Steven Morris about his latest book, The Beautiful Business, an actionable manifesto to evolve your business, brand and culture. He shares a thought-provoking perspective on how leaders can transform their businesses – and create a profound, positive impact on their employees and customers.

Many people think about writing a business book. Some attempt it, but very few actually get to the point of holding a copy in their hands. Our guest on this episode is Rob Meyerson – one of those few. Rob is a brand strategist, namer, podcaster, founder of Heirloom, the brand strategy and identity agency, and a best-selling author. Rob spoke with Alan Brew about what it really takes to write a book, deciding how to get published, preparing for and promoting your work, and dealing with the comments from those you know, and most you don't.

The differences and commonalities between B2B & B2C branding are endlessly debated. Opinions vary and views are constantly evolving. In this episode of Expert Opinion, Bob Kersten, managing director  of BrandingBusiness San Francisco, discusses the key distinctions between the two with Alan Brew. Bob joins BrandingBusiness with a unique perspective shaped by years of experience in both B2B branding as well as B2C branding. In this episode, Bob shares with Alan how he believes the industry is changing based on client experiences that have stuck with him over the years.

Only strengthened by the recent civil unrest in the U.S. and across the globe, companies are taking a good look at their corporate cultures and hiring practices to promote a more equitable and diverse working environment while guarding against potential biases. Diversity, Equity and Inclusion are all top of mind for executive teams, HR leaders, and boards of directors seeking to ensure their ongoing success—recruiting and retaining top talent as well as growing the bottom line. In this episode we speak with Karen Lanning, VP of Human Resources at First American Financial Corporation, about how she and her team are building upon their award-winning culture and employer brand by incorporating their “For All” DEI initiative. First American has been featured on FORTUNE Magazine's list of the 100 Best Companies to Work For® the last six years in a row. Karen talks with us about what it takes to be successful in the DEI arena and shares insights into how it's being structured for the more than 13,000 employees at the company.

The evolution of Elsevier, one of the world's most storied publishing brands, into a global information and analytics company that helps institutions and professionals to push the boundaries of knowledge in science and healthcare, has been duly acknowledged and celebrated.  However, to be truly enduring and convincing, the internal culture had to make a similar journey in order to attract and retain a different kind of employee. The results are equally transformational. Elsevier ranks in the top 10 for Best Global Company Culture by Comparably, the global workplace culture and compensation monitoring site, and is also represented in the 2020 50 Best Companies to Work for List, both in Best Companies for Women and Best Companies for Diversity.

Data is the asset. Trust is the currency. Consumers have been sharing data with brands for years, but with greater access to more personal data, financial brands have both an opportunity and a responsibility as to how they use this information. Hossein Rahnama is CEO of Flybits, one of the world's top fintech companies. Hossein talked with Andrea Fabbri, Managing Director of BrandingBusiness's New York office. The two talked about the need for financial institutions to apply context to data to deliver relevant recommendations for consumers and how fintech companies, like Flybits, and banks should work together to learn how to share data in a privacy preserving manner, and come up with new business models in which the end user owns the data, and they share it in exchange for value.

The culture in any organization has an enormous influence over everything that happens. How can company leaders be more purposeful in creating the kind of culture that would cause employees to perform at a higher level? David Friedman, author and CEO of High Performing Culture, spoke to us about his experiences building one of the largest employee benefits and consulting firms in the country, and how its success was impacted by the strong culture he had established. David's most recent book, Culture by Design, was initially written as a way of documenting what he had created while leading his firm, and then became the cornerstone and business model for his current company.

Even in the toughest of business climates, a clearly defined brand strategy gives leaders direction. Joseph Michelli, Ph.D., C.S.P. has authored numerous books on business practices and productive workplaces with a focus on customer experience. In his latest book, Stronger Through Adversity, Dr. Michelli speaks with more than 140 business leaders of top brands (think Target, Southwest Airlines, Airbnb, Microsoft, and Siemens) who share their thoughts and experiences on leading through and beyond the most complicated business environment. In this episode of Expert Opinion, Dr. Michelli shares some of the compelling stories told by these executives as they struggled, and led, through the storm of a global pandemic.

Whether you are an established company or in the early stages of growth, marketing is key and its rules have changed. Marketing must not only build a brand, but also contribute to the development of a long-term pipeline of new business. George Ravich, President of Ravco Marketing, is a CMO veteran for a variety of companies in the FinTech and InsurTech industries. In this episode of Expert Opinion, George talks about the changing role of the CMO, how marketing and sales have evolved, and best practices for keeping up with must-have digital marketing tools.

Purpose. It has long been one of our foundational building blocks for developing a strong brand strategy. We are hearing the term more and more in corporate settings. But defining your story and finding your purpose is much easier than actually fulfilling it. Roger Mader, former Global Chief Marketing Officer for Subway, and current Managing Partner at growth consultancy, Ampersand, spoke with us about this crucial element in a strong brand. He shares specific examples of how purpose is not just for philanthropic organizations, but why it is critical for corporate entities both internally and as a point of meaningful differentiation.

It would be an understatement to say that most companies were not prepared for the economic crisis that evolved from COVID-19. Since we can't go back, we must move forward. What can businesses do now to revive and rebuild their brand, and how can companies prepare for future economic crises? Richard Manders is CEO of FreeScale Coaching Systems. He works with CEOs and leadership teams to scale their business for success, with increased personal freedom. In this episode of Expert Opinion, Richard spoke with Andrea Fabbri about what businesses can do now to weather the storm, prepare for and embrace the changes to come, and why a strong brand promise is important.

Marketing practices were changing even before the coronavirus pandemic. The new situation calls for a new approach. Greater collaboration between sales and marketing teams, the need for executives to have a broader knowledge base and expertise, and a more flexible work force are common themes in both B2B and B2C marketing practices. In this episode of Expert Opinion, Ryan Rieches is joined by Karen Hayward, author of the book, Stop Random Acts of Marketing. After 20 years with Xerox, and a number of other start-up and mid-market companies, Karen is now Managing Partner of Chief Outsiders, a firm that provides interim or part-time marketing executives to mid-market companies. The two discuss the growing frustration among CEOs, the changing roles of marketing executives, and best practices for a marketing program that is both measurable and sales-driven.

It’s been called the technology of the future. 5G – the fifth-generation technology standard for cellular networks – promises to be truly game-changing, transforming the way we work, learn and live. Huawei is one of the early pioneers of the technology and also the world’s largest provider of telecom equipment. In this episode of Expert Opinion, Huawei Senior Vice President of Public Affairs, Joy Tan speaks with BrandingBusiness senior strategist, Alan Brew. The two talk about the specifics and impact of 5G technology, network expectations in the short-term, the long- term path to an intelligent network, and the world’s relationship with the technology communications giant.

For freelancers and independent contractors, working remotely is a way of life. Their relationship with the companies for whom they work is defined and understood. For those who have been forced into staying home and trying to work, finding the work-life balance has been a process. This is not only true for employees, but also the businesses that employ them. Without the vision to see exactly how the economy will recover, businesses are re-imagining how their company work force will look when employees are allowed to return to their offices. MBO Partners is a company providing innovative solutions to enterprise business and independent professionals. In this episode of Expert Opinion, we talk with the Founder and Executive Chairman, Gene Zaino, about the probable effects that COVID-19 will have on the future of business and the work force model.

With most Americans forced to telecommute due to the Covid-19 pandemic, we must all adjust to a new way of working and thinking. A disruption in your regular routine likely feels uncomfortable. And things may never go back to “normal” or the way they were. To effectively communicate, collaborate and achieve cultural harmony, you need focus, preparation, and patience. To learn the best practices of working remotely, we talked with a company that was founded with a virtual workforce over a decade ago. Chief Outsiders provides interim marketing executives to middle market companies. Managing partner and book author, Karen Hayward, discussed the importance of establishing a routine, the need to plan ahead, and ways to stay connected—and even thrive—in today’s fast-paced world.

Growing from a small shirt laundry business into a national supplier of specialty linens to the hospitality industry, family-owned GBS Linens reached a strategic crossroads. The company had expanded geographically but ultimately decided to keep their local roots and explore alternate growth opportunities. After extensive research, the executive team weighed the option to either enter the lucrative retail market or keep with their B2B roots and expand and strengthen their offerings. In this episode of Expert Opinion, GBS president and second-generation owner Sujata Mody Kamdar shared the company’s findings from brand research, the path to a decision, and the company’s genuine commitment to both their customers and their employees.

Creating (and financing) a new company takes passion, vision, and a core idea that can be effectively branded. Our guest in this podcast is one of the most active angel investors in the country, Dave Berkus. Dave manages six early-stage investment funds and has actively participated in over 180 technology investments. With all of his experience and success, Dave breaks down what he looks for when entrepreneurs approach him for funding. Dave also talks about the Berkus Method of Valuation and how to get to the heart of your brand story and value proposition.

Is it easy to differentiate good design from bad? What promotes great design when a creative team is designing for a brand? In this episode of Expert Opinion, managing director of our New York office, Andrea Fabbri, sits down with two creative minds to discuss all aspects of designing for corporate brands. Chief Creative Officer Michael Dula and David Kohler, creative director in BrandingBusiness’ New York office, have over 40 years combined experience.

Placing a dollar value on a company’s brand is nearly impossible. But when preparing your business for sale – or for buyers looking to make acquisitions –brand becomes a valuable asset. Putting effort and time into developing your organizations’ brand can be a strategic play in getting the most out of the sale. Managing Director of Keystone Capital Markets, Allan Siposs, has over 25 years of experience advising business owners on financing, business valuation, and preparing and selling businesses. In this episode of Expert Opinion, he discusses each of these topics, and how brand plays a significant role.

How important is brand to a corporate board? How do private equity firms include brand in the value of a company? In this episode of Expert Opinion, we talk about insights and best practices from both a brand and a business strategy point of view. Our guest Fred Thiel has global CEO experience of both private and public companies, is a private equity principle, a strategic advisor and board member.

Starting a company and selling it within a year takes focus, research, and commitment to your brand story and strategy. And that’s exactly how Kim Kovacs, CEO of MyJane, accomplished this feat. She set a cannabis wellness community designed to empower women with their health and well-being on the path to success with the power of focus. In this episode of Expert Opinion, Ryan Rieches talks with Kim about the game-changing impact purpose, mission, and vision had on her business. Beyond her personal story and motivation for starting MyJane, evidence-based strategy proved pivotal to her brand’s achievements. If there’s only one lesson to learn here, it’s that your business can’t be all things to all people. There are riches and niches, and the power of focus is incredible.

How does a business go from its founders’  basement to becoming the leading distributor of tile and stone in the world? The basement story itself may sound vaguely familiar, but the takeaways here are no less important: the value of taking risks and the long-term impact of creating a mission for both the fledgling company and its employees themselves. MS International, Inc. (MSI) has grown to a one-billion dollar company with over 1,800 employees since its basement founding in 1975. In this episode of Expert Opinion, Co-president Raj Shah talks to BrandingBusiness Founding Partner Ryan Rieches about MSI’s recent rebrand.

Tevora is a leading management consulting firm specializing in cybersecurity, risk and compliance. Looking to position the company for growth and national expansion, Tevora sought a brand refresh after having made minimal changes in the 15 years since their launch. In this episode of Expert Opinion, Tevora’s Founder and CEO Ray Zadjmool spoke with BrandingBusiness Founding Partner Ryan Rieches about the branding process, building a brand from within, and the importance of the company’s guiding statements.

Backed by Private Equity firm Lariat Partners, two former rivals, LaMi Products and ATA Retail Solutions, merged to become Jacent, a newly formed force in grocery store merchandising. BrandingBusiness Founding Partner Ryan Rieches is joined by Jacent CEO, Michael Dion to talk about the challenges in bringing together two industry leaders as one company. Aligning both cultures and operations, the naming question, and the opportunities and challenges associated with the process are highlights in this edition of Expert Opinion.

After the acquisition of Avnet’s Technology Solutions business, Tech Data needed a new brand identity to highlight the company’s expanded reach and capabilities as a global leader in technology distributions and services. A rebrand of a company this size with or without an acquisition is a massive undertaking. In this episode, Michael Dula, Chief Creative Officer at BrandingBusiness, talks with Alex Fox, Director, Creative Services at Tech Data about the intricacies of a rebrand this size, the challenges involved, and managing and executing while keeping all members of a global company informed and included in the process.

After private equity acquired four industry counterparts of similar size, the combined entity became Verizon’s largest retail partner. To bring together four distinct cultures, the new company needed a strategic partner to help them unite under a new employer brand and company name. In this episode, BrandingBusiness Founding Partner Ryan Rieches talks with Michael Moore, Chief Experience Officer at Victra, the newly created brand. The two walk us through the complete rebranding process, from acquisition to launch, and discuss the significance of research, employee involvement, and the value of culture driving the brand expression.

With 500,000 new businesses being opened each month, and 2 million active trademarks in the US, the challenges of protecting your Intellectual Property are greater than ever. In this edition of Expert Opinion, Ryan Rieches talks with Diane Reed, Partner at Knobbe Martens. They discuss the different types of IP, some common mistakes, and how companies can get true protection.

VeracityColab is a creative video agency in Southern California. CEO Charlie Matz talks with BrandingBusiness Senior Brand Manager Justin Garvin about the emotional power of video in building B2B brands. The two talk statistics, the value of video, and the many ways to incorporate video into your corporate strategy.

A successful merger or acquisition is usually the result of a shared vision, a differentiated brand and an aligned culture. Unfortunately, the majority of mergers and acquisitions fail. In this episode of Expert Opinion, Rob Follows, Founder and CEO of STS Capital Partners, talks with BrandingBusiness Founding Partner Ryan Rieches about the different types of buyers, the importance of a strong brand, and the best ways to position and prepare your company for a successful merger or acquisition.

Millennials are one of the largest generations in history. They’ve grown up in a time of rapid change which has influenced their perspectives, priorities, and expectations. BrandingBusiness Founding Partner Ryan Rieches talks with Dan Negroni, Founder and CEO at Launchbox, a firm dedicated to empowering individuals and organizations with skills to create success with our next generation of leaders. The two discuss the importance of shifting mindsets, finding your purpose, and the steps to developing your personal brand.

Andrea Fabbri, Director of Strategy for BrandingBusiness’ New York office, talks with Andy Jacobs, Technology and Digital Marketing Officer. The two talk about the impact and integration of technology in marketing and the impact on the agendas of CMOs, CTOs and CIOs.

Andrew Leonard, Agency Development Manager at Google, talks with Ryan Rieches about micro moments and what companies like Home Depot, Red Roof Inn and Esurance are doing to take advantage of these marketing opportunities. The two also discuss the growing importance of mobile, VR and the future, and how video continues to be a useful and effective tool for marketers.

The terms employer branding, employee branding and internal branding have been priority topics among companies in recent reports. Ryan Rieches talks with Mark Rutherford, Senior Vice President Human Resources at First American Financial, a public company with over 18,000 employees worldwide. The two discuss what these terms mean and what companies can to do to develop a strong internal brand that attract and retain excellent employees.

Launched as a start-up 20 years ago, Iron Grip Barbell Company quickly became the market leader in the free weight category. Co-founder Michael Rojas talks with BrandingBusiness’ Ryan Rieches about design innovation, maintaining relevance and the benefit of keeping production in the USA.

Don Schultz, professor emeritus at Northwestern University and a pioneering thinker in the discipline of integrated marketing and communications, spoke with BrandingBusiness Founding Partner Ryan Rieches. The two discuss how marketing concepts are changing in the digital, interactive and interconnected world and how sales and marketing professionals must be forward focused to reach today’s more informed consumers. 

Being included on the Fortune 100 Best Places to Work For® list is an aspiration for many organizations. Mark Rutherford, SVP Human Resources at First American Financial talks with BrandingBusiness Founding Partner Ryan Rieches about the decision to compete, the rigorous process, lessons learned along the way, and the satisfaction and celebration that comes with making it on the list for the first time in company history.

As  B2B companies continue to expand into global markets, the need for a unified brand and business strategy is increasingly important. BrandingBusiness Founding Partner Ryan Rieches talks with Gravity Global CEO and Founding Partner BrandingBusiness EMEA, Mark Lethbridge. The two discuss this need, BREXIT, and opportunities and challenges facing B2B companies. 

Jeff Majtyka, President of JM Strategic Communications Group, works with companies to connect their communications strategy to their business objectives. In this episode of Expert Opinion, he talks with Andrea Fabbri, Managing Director of BrandingBusiness’ New York office. The two discuss how investor views about brands have changed over the years, and how brands can use this information to build trust and longevity with customers and investors.

BrandingBusiness Founding Partner, Ryan Rieches talks with Kelly Ford Buckley, CMO and Partner at Edison Partners, about how private equity firms use brand strategy for their portfolio companies. The two share insights on the recent rebranding of BFS Financial, and the importance of brand strategy and research in the endeavor.

Melanie Wells, the founder of Wells Narrative Group, develops thought leadership programs to help brands and leaders tell their stories. She speaks with Alan Brew of BrandingBusiness about how companies can use smartly crafted content to stand out in a crowded field. The two also discuss corporate narrative trends, the power of storytelling after M&A transactions, and content powerhouses that include GE and Marriott. 

Keynote speaker, consultant and best-selling author John DiJulius talks with Founding Partner Ryan Rieches on the importance of the customer experience.  The two discuss why this element is crucial for business success, and how to incorporate excellent customer service in your brand promise.

MarketingProfs Founder and CEO, Allen Weiss, talks with BrandingBusiness Founding Partner, Ryan Rieches, about how MarketingProfs came to be, and how modern marketers are using branded content and training to stay ahead of the competition.

Bennet Bayer, Global CMO for Huawei, the largest telecommunications equipment maker in the world, talks with BrandingBusiness’ Director of Strategy in New York, Andrea Fabbri.  The two discuss innovation and marketing principles with real-life examples from Mr. Bayer’s extensive experience with some of the top B2B brands. 

Founding Partner of Design at BrandingBusiness, Michael Dula, speaks with world-renowned designer Paul Wearing. The two discuss art, and what it is like to work with both B2C and B2B clients from the start of a project through the final vision.

In this must-hear episode of Expert Opinion, Andrea Fabbri, Director of Strategy at BrandingBusiness talks with Mark Schaefer, author of Social Media Explained: Untangling the World’s Most Misunderstood Business Trend and the best-selling book on Twitter,  The Tao of Twitter.  Mark shares insightful facts about the direction and evolution of social media, as well as an overview on the five core concepts of social media.

Featured in this episode of Expert Opinion, author and President at Epsilon, Andy Frawley talks about the “why” behind his newest book, Igniting Customer Connections.  Learn about atomic moments of truth, and hear Andy’s insights with a new approach to marketing and capturing and retaining customers in the digital age.

In this episode, BrandingBusiness Founding Partner Ryan Rieches speaks with Portia Mount, Senior Vice President, Global Marketing and Chief of Staff at the Center for Creative Leadership.  CCL is a global organization specializing in leadership development with headquarters in the US and campuses in the Americas, Europe and Asia.  The two discuss the recent rebranding process that the organization underwent: the challenges and the rewards that come with re-branding a long-standing organization with strong traditions and passionate and loyal colleagues. 

Founding Partner Ray Baird speaks with Andrea Fabbri, BrandingBusiness’ newly hired Director of Strategy for New York.  Andrea shares insights into the challenges facing both clients and agencies today engaged in rebranding efforts.  The two discuss the importance of differentiation, establishing a clear vision, and why the brand experience plays a major role in business success.

BrandingBusiness Founder Ryan Rieches speaks with Jay Baer, author of  Youtility: Why Smart Marketing is About Help Not Hype.  Listen as Jay shares his thoughts on content marketing, using social media to effectively share your content, and the benefits of sharing “helpful” content to build relationships and your brand.

In this episode of Expert Opinion, BrandingBusiness Founding Partner Ray Baird talks with Joel Beckerman, Founder and Lead Composer at Man Made Music.  Sonic branding has become an integral piece in a comprehensive brand strategy, creating an experience that establishes an emotional connection.  Listen as Beckerman explains how the sonic brand strategy is developed and created to help B2B brands stand the test of time.

With new technologies and new channels, the buying process has changed. The data shows that sales people who engage prospective buyers via social channels close more sales. In this episode of Expert Opinion, Jill Rowley - acclaimed by Forbes as one of the world's top social sellers - sits down to explain why social is such a vital role in the sales funnel and how B2B brands should approach social selling.