The Brand Insider

It's one thing to tell a great story.It's another to build and sustain an entire brand universe around it.What began with Elf on the Shelf has evolved into a fully realized Santaverse that spans books, TV, games,music, and more.Now, Christa Pitts and Chanda Bell, co-founders and co-CEOs of The Lumistella Company, are writing the next chapterwith their first YA novel, The Rise of Nicholas the Noble, reengaging fans who grew up with the magic but are aging out.This week, we sat down with Christa and Chanda to talk about worldbuilding, fandom, and how storytelling and brand building can become one and the same.

Saks Global CMO talks strategy, psychographics, and team synergy A new standard has been set in luxury retail – and brand identity is leading the charge. Saks Global CMO Kristin Maa goes 1:1 with Kate Terhune to take us behind the scenes of their newly unified house of brands—Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman—and dives deep into how each one is championing its own brand identity, right in time for the holidays.The TL;DR? Psychographics beat demographics, exclusivity and experience are the new notes of luxury, and the classics are back to take center stage this holiday season. 

This week, Doug Parks sits down with Matt Heizman to talk about the role of education in driving category awareness and how emerging technologies across AR and smart homes are improving access fire safety.

Ryan Sullivan isn't your typical CMO. A computer science major turned marketing leader, he's built one of the most data-literate—and creatively fearless—teams in healthcare. In this conversation, Ryan sits down with Kate Terhune to unpack how GoodRx is redefining what performance marketing looks like in a post-dashboard world. From econometric modeling to cinematic storytelling in the Savings Wrangler campaign, Ryan reveals how to lead with both heart and data—and why “the art of the science” might just be the future of marketing leadership.

Earn memories, not just media.In this episode of Brand Insider: 1:1, host Kate Terhune goes behind the bar—and behind the brand—with Allison Varone, Head of Marketing at Campari America, the powerhouse behind some of the world's most iconic spirits: Aperol, Campari, Espolòn Tequila, Courvoisier, Grand Marnier, Skyy Vodka, and Wild Turkey.Allison's story begins in the heyday of Martha Stewart Living, where she learned how lifestyle brands connect to emotion, ritual, and aspiration. That foundation shaped her philosophy today: build from culture, not campaigns. From the aperitifs that define Italian summer to the bourbons that anchor American tradition, she's helping Campari America bridge heritage and modern relevance across wildly different categories.In this conversation, Allison and Kate explore:How to create brand experiences that earn memories and emotional connectionThe balance between splashy, buzz-driving campaigns and on-the-ground consumer realityWhat it takes to scale an irreverent brand like Espolòn without losing its gritThe storytelling power behind Aperol at Coachella and Courvoisier's “Bring Your Own” campaignHow insights, data, and cultural cues guide everything from creative testing to portfolio-level strategyWhy the future of spritz culture—and the rise of non-alcoholic offerings like Crodino—isn't just a trend but a shift in lifestyleAllison shares how her team at Campari America combines intelligence, creativity, and instinct to grow iconic brands in a world where consumers crave connection over consumption.Whether you're a marketer, a strategist, or just someone who loves a good cocktail, this episode serves up a refreshing look at the future of luxury, lifestyle, and the stories we sip on.

This week, we sat down with Maria Hokanson, EVP of Marketing at Dairy Queen, to talk about how the team activates across planned and spontaneous moments to stay relevant in the cultural conversation.

In an industry that has such high brand loyalty, how do you change someone's mind? This week, we sat down with Lindsay Smelser, GM of Lexus Marketing at Toyota North America, to hear how she's tackling that at Lexus.

How do you take a single ingredient and turn it into a global lifestyle brand? And how do you balance an aspirational message while still being accessible to the mainstream?In this week's Brand Insider, Erin Everhart goes 1:1 with Bruno Cardinali, Global CMO for Oakberry, to see what's all the buzz about this little berry.

Behind Dr Pepper's Fansville Gameplan with Ben SylvanNo brand collaboration is as synonymous with college football as Dr Pepper, and that's by no mistake. Now in its eight season, the leaders behind Fansville's effervescent brand story are running all new plays.In this episode of Brand Insider, Kate Terhune goes 1:1 with Ben Sylvan, SVP of Connected Media at Keurig Dr Pepper, to unpack how he's retooling a modern CPG media engine around one interconnected strategy.Fresh from The Trade Desk, Ben walks through why KDP moved from a “Chipotle assembly line” of channel owners to a true PESO formation—one integrated lead tackles everything from the biggest screen to the IRL interaction at point of sale. He talks team structures that empower success and measurement playbooks that allow for real time refinements.Ben's north star is simple: growth. The gameplan? Precision, personalization, and partnerships—from Jerry Jones in an “away game” cameo to RC Cola's legacy with the Chicago Bears. If you're building connected media for outcomes—not org charts—this conversation is your playbook.

This week, Erin Everhart sits down with David McKillips, CEO at CEC Entertainment.

This week, Kate Terhune sits down with Preston Rutherford, Co-Founder, Chubbies.When Preston Rutherford reframed Chubbies as performance instead of just brand, growth exploded. He started tracking signals like branded search and direct traffic, and focused on building what he calls a resilient baseline—revenue that rolls in whether your ads are on...or not.This week, Preston joins Kate Terhune to unpack his brand-as-performance philosophy, why every marketer should speak CFO, and how changing your comp plan (yes, really) can lead to better business decisions, stronger teams, and long-term equity growth.The takes? Slightly steamy. The advice? Downright actionable. Don't miss it.

This week, Erin Everhart sits down with Rene Federico, Head of Marketing - US at Primark.

This week, Doug Parks sits down with Dolores Assalini, Head of AXE US at Unilever.

This week, Doug Parks sits down with Alon Rivel, Chief Marketing Officer at Feast & Fettle.

This week Erin chats with the Head of Brand PR at SHEIN, Lisa Zlotnick.

This week Steve chats with the Chief Marketing Officer at Generac, Amanda Teder.

This week Steve Smith chats with Paul Weingard, Schylling's President & CEO.

This week Doug Parks chats with Vicki Poulos, Head of Luxury & Lifestyle Brands at IHG Hotels & Resorts

This week Doug Parks chats with the CMO of Nutrabolt, Robert Zajac.

This week Steve Smith chats with Brian Cox, NA VP of Marketing at Dewars.

Tune in to this week's episode with the Senior Director Brand Marketing of Tito's Handmade Vodka, Allie Wester.

This week Steve Smith chats with Sarah McLaren, Unilever's Head of Body Cleansing Marketing Performance & Operations US - Dove Men+Care.

This week Erin Everhart chats with the Chief Experience Officer of Cava, Andy Rebhun.

Tune in to this week's episode with the Senior Director, DTC Ecommerce of Stanley 1913, Anthony Potgieter.

This week Steve Smith chats with the President of FiiZ Drinks, Scott Ball.

This week Steve chats with the CEO of Fogo de Chão, Barry McGowan.

This week Erin chats with the Chief Media Officer of Liquid Death, Benoit Vatere.

Tune in to this week's episode with the Chief Strategy and Marketing Officer Chief Strategy and Marketing Officer of Jaci Volles.

Tune in to this week's episode with the Co-Founders of Gem Studio, Matt and Lauren James.

This week Steve chats with the SVP of Brand & Comms of Barry's, Vicky Land.

Tune in to this week's episode with the VP of Marketing and Communications at Whataburger, Donna Tuttle.

This week Steve chats with the CEO of Playboy, Ben Kohn.

Tune in to this week's episode with Missy Maio, VP of Marketing, Gong Cha.

Tune in to this week's episode with Hasbro's Jennifer Burch, Sr. Director, Global Brand Media and Kristina Fields, Sr. Director, Global Media & Operations.

Tune in to this week's episode with the VP of Marketing, Robeks, Mitch Baker.

This week Erin Everhart chats with the CBO of Tailored Brands, Matt Repicky.

Tune in to this week's episode with the Chief Growth Officer at Batch & Box, Erin Levzow.

This week Steve Smith chats with David Hixon, the Executive Director - Head of Product & Lifecycle Marketing of Ally.

Tune in to this week's episode with Joseph Turow, the Robert Lewis Shayon Professor of Media Systems and Industries at the Annenberg School for Communication, University of Pennsylvania.

Tune in to this week's episode with the Chief Marketing Officer at Potbelly Sandwich Works, David Daniels.

Tune in to this week's episode with the Senior Vice President U.S. Marketing | Global Head of Media & Digital, Mattel, Jason Horowitz.

This week Steve chats with the Vice President of Marketing at LesserEvil Healthy Brands, Caitlin Mack.