Podcasts about brand strategy

Send a textIn this episode of Imperfect Marketing, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong.Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn't about polished logos or clever gimmicks — it's about clarity, authenticity, and alignment.We dive into:The Turning Point: From Invisible to ImpactfulWhy being “corporate polished” made Rob invisibleThe contractor client that changed everythingHow asking the right foundational questions led to real business growthWhy profitability — not just clients — is the real goalWhat Brand Strategy Actually Is (And Isn't)Why a logo is not a brandThe difference between branding and marketingWhy “just posting on LinkedIn” isn't building a personal brandThe foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarityWhy Mission, Vision, and Values MatterWhy mission fuels long-term motivationHow vision acts as your business compassThe role values play in building trust and cultureWhy these aren't “check-the-box” exercises — and how to make them meaningfulThe Biggest Branding Mistake Entrepreneurs MakeThe danger of having one foot in and one foot outWhy inconsistency erodes trust (even subconsciously)How misalignment between visuals, messaging, and personality costs you clientsWhy going “all in” is essential to long-term successRob shares his biggest marketing lesson learned:There is no single “perfect” frameworkEmail, funnels, offers — they can all workStop copying someone else's pathStay on your path long enough to make it workLearn, adjust, refine — and keep goingAs Rob says, success isn't about chasing the latest tactic — it's about clarity, consistency, and committing to your own journey.Whether you're building a personal brand, rebranding your business, or wondering why your marketing feels scattered, this episode will help you refocus on what truly matters.Are you building a logo… or are you building a foundation?Tune in to rethink how you approach your brand.Connect with Rob:Website: https://www.linkedin.com/in/robertgenovesi/LinkedIn: https://www.linkedin.com/in/robertgenovesi/ Looking to leverage AI? Want better results? Want to think about what you want to leverage?Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

How do you maintain a luxury brand while staying approachable in today's evolving real estate market? In this episode of A State of Mind, we break down luxury real estate marketing strategy, focusing on how to reach the right client through branding, video marketing, and intentional positioning. Managing Broker Tanya Starkel shares how she uses lifestyle-driven video, YouTube optimization, avatar targeting, and even AI-enhanced storytelling to attract ideal luxury buyers—without becoming a social media influencer. If you're a real estate professional looking to refine your luxury marketing strategy, clarify your brand message, and connect with modern buyers across demographics, this episode delivers practical insight you can implement immediately. You'll learn: How to define and market to your ideal client “avatar” Why lifestyle sells before the house does How to use YouTube to expand national reach The balance between premium branding and authentic service When and how to use AI in real estate video marketing How to communicate effectively across generational buyers   0:00 – Introduction 1:12 – Maintaining a Luxury Brand While Staying Approachable 6:49 – Creating Lifestyle-Driven Listing Videos 9:23 – Why YouTube Expands Your Luxury Reach 11:24 – The Investment Behind High-Quality Video Marketing 17:25 – Authentic Branding vs. Social Media Influence 21:20 – Defining and Marketing to Your Ideal Client Avatar 28:27 – Using AI to Showcase Lifestyle and Seasons 32:09 – Marketing Across Changing Demographics 35:54 – Communication Styles & Removing Client Friction

Is it time to hire a brand designer? In today's episode, I'm breaking down the importance of having a brand strategy and what hiring a brand designer like myself will do for your property. Plus, I'm sharing my exact timeline recommendation for hiring a brand and interior designer. Time-stamps:Understanding brand strategy (2:51)Brand design before interior design (4:50)Doing the market research (5:20)Understanding your ideal client (8:26)Defining the guest experience (9:36)Naming your property (10:59)Selecting your color palette (13:46)The timeline for brand and interior design (15:52)What happens when you don't have a brand strategy (20:38)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Heaven Mayhem founder and creative director Pia Mance built a $10M accessories brand by turning customers into co-creators with a bold community strategy. Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Episode OverviewIn this episode, Philip breaks down the complete process of design project planning step by step and explains why creative projects fail long before design even begins.If you've ever dealt with scope creep, unclear objectives, endless revision rounds, stakeholder misalignment, or subjective “I just don't like it” feedback, this episode is for you.Whether you're a freelancer, agency owner, consultant, or client-side marketing leader, you'll learn how to plan the work so you can work the plan and keep projects running like a well-oiled machine. What You'll Learn in This EpisodePhilip walks through the six key stages of design project planning and explains how each stage reduces chaos, increases profitability, and improves client relationships.1. Engagement & PreparationHow to run a strategic discovery callQualifying prospects and identifying red flagsSpotting upsell opportunitiesWhy a ballpark quote saves you hours of wasted proposal timeWhat must be included in a strong proposal and contract2. Project Architecture (The Project Plan)The six components of a strong internal project planUsing Gantt charts to visualize phases and overlapBuilding a RACI decision matrix (Responsible, Accountable, Consulted, Informed)Establishing communication pathways and infrastructure3. Kickoff & Brand FoundationHow to onboard stakeholders correctlyClarifying approval chains before creative beginsGathering brand documentation, competitive insights, and research4. The Creative BriefWhy the creative brief is a designer's second contractHow strategy removes subjectivity from creative evaluationWhat belongs in a high-impact briefWhy simplifying the brief increases creative clarity5. Creative DevelopmentUsing brand and design strategy as guardrailsWhen to develop mood boards or style scapesHow to anchor every presentation in strategy6. Final Delivery & Follow-UpWhy delivery is not the end of leverageConducting post-project reviewsGathering testimonials and case study metricsAsking for referrals strategicallyTurning project success into portfolio growth Key TakeawayCreative success is rarely about talent alone. It is about structure.When you scope correctly, align stakeholders, clarify strategy, and build objective guardrails into your process, creative becomes smoother, faster, and more profitable .Plan the work. Then work the plan.Who This Episode Is ForFreelance designersSmall and mid-sized agency ownersConsultantsCreative directorsClient-side marketing leadersMid-to-late career creative professionals looking to professionalize their processResources MentionedBrand Strategy 101 Course:https://philipvandusen.com/bs101One Page Creative Brief Template:https://philipvandusen.com/productsBonfire Mastermind Community:https://philipvandusen.com/bonfire If you found this episode valuable, subscribe to Brand Design Masters, leave a review, and share it with another creative professional who wants fewer headaches and better project outcomes.____________________________________ WEBSITEhttps://www.philipvandusen.com BONFIRE: Mastermind Community for Creative Proshttps://philipvandusen.com/bonfire BRAND•MUSE NEWSLETTER  https://www.philipvandusen.com/muse CREATIVE PROFESSIONAL COACHINGhttps://philipvandusen.com/oneonone YOUTUBEhttps://www.youtube.com/philipvandusen BRAND DESIGN MASTERS PODCAST https://podcast.branddesignmasters.com/subscribe BRAND STRATEGY 101 COURSEhttps://philipvandusen.com/bs101 LINKEDINhttps://www.linkedin.com/in/philipvandusen/ THREADShttps://www.threads.net/@philipvandusen  FACEBOOKhttps://www.facebook.com/philipvandusen.agency/ ____________________________________ AFFILIATE PARTNERS: BRING YOUR OWN LAPTOP: Adobe Training with Daniel Scotthttps://www.byol.me/philip   GO HIGHLEVEL: All-in-One CRMhttps://www.gohighlevel.com/philipvandusen TUBEBUDDY: The best YouTube pluginhttps://www.tubebuddy.com/philipvandusen ____________________________ Philip VanDusen is a branding consultant based in New York. A highly accomplished creative executive and expert in brand strategy, graphic design, marketing and creative management, Philip provides design, branding, marketing, career and business advice to creative professionals, entrepreneurs and companies on building successful brands for themselves and the clients and customers they serve.

Marlene Morin, senior director of floor covering with Sika, and Kemp Harr discuss Sika's integration of the Schönox brand and growth plans for 2026.

In this episode of the Marketing Insights Podcast, host Shanita Baraka Akintonde is joined by Kevin Davis, Senior Director of Marketing and Brand Strategy at Erie Family Health Center, for a conversation on how reading, storytelling, and long-form thinking inform effective marketing and business strategy.Kevin shares how books influence his approach to branding in trust-driven environments, while Shanita connects those insights to her book, The Front Porch Leader: Great Grand's Recipe for Success, exploring storytelling as a strategic tool for building credibility, connection, and impact.A thoughtful exchange for marketers, brand leaders, and business professionals who believe strategy works best when it's informed, human, and intentional.

At SocialPacific 2025 in North Vancouver, Charlie Grinnell, Co-CEO of RightMetric, joins guest host Rachel Thexton to break down the uncomfortable truth about modern marketing.Charlie explains why most brands operate on assumptions, not evidence, and why “looking before you leap” is no longer optional. From ego and institutional bias to blind faith in performance marketing, he challenges marketers to stop guessing and start triangulating the truth using real external data.The conversation explores attention economics, content engineering, and why in a saturated digital world, creativity without context is just expensive guesswork.Thanks to TAKT, the editors and producers of the SocialPacific 2025 series.

In this episode of Building Unbreakable Brands, Meghan Lynch speaks with Mitzi Perdue—speaker, writer, businesswoman, the widow of Frank Perdue, and the daughter of Ernest Henderson, founder of the Sheraton Hotel chain—about what it truly means to steward a family legacy. From navigating succession after a larger-than-life founder to intentionally embedding values in the next generation, Mitzi shares practical and personal insights on how culture, storytelling, and structure sustain a brand long after its original leader is gone. This conversation offers thoughtful perspective for any family business leader thinking about longevity, leadership transition, and the responsibility of carrying a name forward.Key Topics DiscussedExamine how different leadership personalities serve different stages of a company's growth.Explore how family newsletters and shared rituals reinforce values across generations.Understand how storytelling preserves culture after the loss of a charismatic founder.Discuss the emotional weight of carrying a well-known family name.Consider how intentional succession planning strengthens long-term brand stability.Learn practical ways to embed family values into everyday experiences, not just formal statements.Connect with Mitzi Perdue on LinkedInConnect with Meghan Lynch on LinkedInBuilding Unbreakable Brands is produced by Six-Point Strategy

Let's demystify the whole workshop thing. The thought of running a strategy workshop strikes fear into many creatives, but they don't have to be scary. In fact they're one of the fastest ways to build strategic authority. In this episode I share: What a proper Discovery Workshop actually is (and what it's not) The structure that keeps your workshop focused and valuable How to manage tangents, surface-level answers and energy dips Why questionnaires are a cop out (yep, I said it) What to do before and after to strengthen the strategy, and the relationship   Connect with me Learn Brand Strategy - The Brand Method program  Find me on Instagram  

Trust has always been the invisible architecture beneath brands, institutions, and markets. But today, that architecture is shifting. For the past decade, we've moved through distinct eras of trust. First came consequence brands, which positioned themselves around measurable moral impact. Then came emotion-led brands, where what felt right became the guiding force. Now we appear to be entering a third era, where trust is built not on credentials or transparency, but on visible sacrifice and embodied virtue. As institutional continuity weakens and shared reality fragments, credibility reorganizes around individuals. “Proof of knowing” carries less weight than “proof of doing.” Degrees, affiliations, and institutional endorsements are no longer sufficient signals. Instead, audiences look for lived experience, personal risk, and skin in the game. At the same time, many of the platforms designed to increase transparency have reduced everyday vulnerability. But true trust requires vulnerability. As a result, trust is reemerging in smaller, more intimate spaces where shared stakes and emotional exposure create safety. In this episode of Unseen Unknown, Jasmine and Jean-Louis explore how trust systems evolve, why incremental positioning feels insufficient in the current cultural climate, and what this shift means for founders and brands trying to remain credible. When trust becomes the product itself, the rules change. Links to interesting things mentioned in this episode and further reading: The Futures That Just Died (Concept Bureau) We're Desperate For Potency (Concept Bureau) Edelman Trust Barometer Reports (Edelman) Who Can You Trust?: How Technology Brought Us Together and Why It Might Drive Us Apart (Rachel Botsman) Strangers in Their Own Land: Anger and Mourning on the American Right (Arlie Russell Hochschild) Gallup is stopping its Presidential Approval tracking (The New York Times) The great nonpartisan divide that's plaguing Americans (Axios) Check out our Substack for more brand strategy thinking, and our community Exposure Community.

Why are buyers more skeptical, and what can marketers do to win them back? This episode of StrategyCast shares actionable ways to build trust, prove real value, and use AI wisely, so your brand shines even in the toughest markets! Rethink your Go-To-Market playbook and grow with confidence!And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.==Let's Break It Down==05:51 AI Evolution: GenAI to Autonomy07:32 "Trust Challenges in AI and GTM"12:04 "Invest Today to Scale Tomorrow"13:57 Integrated Approach for Market Succes18:10 Strategic Frameworks Drive Creativity21:13 "AI Writing: Pitfalls and Lessons"23:15 "AI as a Creative Tool"29:09 "Turn Up Marketing During Crises"31:31 "Strategy Over Budget Success"==Where You Can Find Us==Website: https://strategycast.com/Instagram: https://www.instagram.com/strategy_cast/Facebook: https://www.facebook.com/strategycast==Leave a Review==Hey there, StrategyCast fans!If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Prince Harry has reportedly softened his once rigid stance on keeping Prince Archie and Princess Lilibet completely out of the public eye, aligning more closely with Meghan's controlled and curated visibility strategy. Sources claim Meghan has even received informal brand guidance from Kris Jenner. In a separate development, Meghan is said to be advising Brooklyn Beckham to consider a structured interview — possibly with Oprah Winfrey — following his public family allegations, arguing that narrative control matters. Meanwhile, reports of detailed conditions tied to a possible UK return in 2026, including security demands and accommodation preferences, have unsettled palace aides. Add in renewed scrutiny over Meghan's NBA outing jewellery and body language analysis, and the Sussex spotlight shows no signs of dimming.Get episodes of Palace Intrigue by becommming a paid subscriber on Apple Podcasts. Click the button that says uninterrupted listening.  Just $5 a month, and that includes many ofther shows on the Caloroga Shark network.Royal Books:William and Catherine: The Monarchy's New Era: The Inside StoryThe Royal Insider: My Life with the Queen, the King and Princess Diana

Radical Mondays With Sarah Kiritu & Marek Fuchs | Diving Into Brand Strategy and Shopper Marketing by Capital FM

You buy the beautiful Canva template. You swap the colours. You change the fonts. You tweak the elements. And somehow… it still looks off. Amateur. Messy. Not quite right. The Canva templates aren't the problem, it's because you haven't been trained in design principles. I'm unpacking why Canva hacks and templates feel like the solution (because we LOVE ease and efficiency)… but why they fall flat if you don't understand the rules behind them. And in 2026, when attention spans are shorter than ever and trust is built in milliseconds, this matters more than ever. I cover: Why templates assume you know design rules (and most business owners don't) The 3 missing pieces: brand clarity, design fundamentals, and strategic thinking Why poor design isn't an aesthetic problem… it's a BUSINESS problem How attention spans + AI in 2026 are raising the trust bar One simple rule you can implement TODAY to stop ruining good templates Timestamps Intro 0:00 What you're missing 3:21 Thoughts on templates 6:00 What to look out for 11:20 PSA 14:35 Final tip 15:20 Watch on YouTube: https://youtu.be/isuH2befw24 Read on the Blog: https://whitedeer.com.au/ep254/ WORK WITH JACQUI: // DIY Design My Biz: The best course for business owners DIYing their own brand and graphics in Canva. Learn more: https://whitedeer.com.au/diy-dmb // The Co+Creation Design Club: Design WITH the help of a professional designer in this high-touch coaching space: https://whitedeer.com.au/designclub // Design Studio: If you're after fully done-for-you design services my studio team can help! https://whitedeer.com.au/designstudio

On This weeks podcast episode, the girls welcome the Lunar New Year with a little poetic inspiration courtesy of Nelly. They dive into the ANTM documentary and unpack how societal standards molded them into carefully curated versions of themselves, often at the expense of who they authentically were. They also explore what it meant to grow up in bodies constantly viewed through the male gaze, and how that shaping followed them into the women they are today. Follow us! Hunter: https://www.instagram.com/huntermcgrady Michaela: https://www.instagram.com/michaelamcgrady Subscribe to Patreon for exclusive episodes and content: https://www.patreon.com/Themodelcitizenpodcast

In this episode of The Crossman Conversation, John Crossman sits down with Alaina Shearer, founder and Head of Strategy at Good Now, to explore how leaders and businesses can find their brand voice and create movements that drive real growth. Alaina shares proven brand strategy frameworks, the power of authentic storytelling, and how personal branding fuels trust, revenue, and long-term success. From movement building to thought leadership, this conversation is packed with actionable insights for entrepreneurs, executives, and marketers.

Today we're taking a wide angled look at the state of higher education marketing, an industry under increasing pressure to drive enrollment, prove impact, and adapt to rapidly changing student expectations, all while navigating complex institutional realities. From how prospective students discover and evaluate schools, to how institutions balance brand, performance, and long-term growth, higher ed marketing is evolving fast, and marketing teams are being asked to deliver greater impact amid evolving expectations and constraints. To unpack what's really changing, what's working, and where institutions need to evolve next, I'm joined by two leaders with deeply connected, but distinct perspectives. From the client side, we're excited to welcome Dave Gladson, Associate Vice President of Marketing at Point Loma Nazarene University. Dave has been leading PLNU's marketing evolution firsthand, balancing internal priorities, enrollment goals, and the shift toward more measurable digital-first strategies. And joining us from Red Door Interactive is Mallory Collins, director of Brand Strategy and Creative. Mallory has partnered with higher education institutions across the country to help them navigate enrollment pressure, evolving student behavior, and the challenge of aligning performance marketing with long-term brand building. She's also the former business manager on the PLNU account, giving both her category wide perspective and firsthand institutional experience. Together we'll explore what's shifting in higher ed marketing, what institutions are getting right, and where real opportunity lies ahead.

Moms, Markets, And MeaningWhat if the real growth move isn't more hustle, but better alignment? Kelly sits down with Melissa McGath—designer turned agency owner—to unpack how she built Voom Creative from a rushed brand contract into a focused, faith-forward branding and marketing studio. Entrepreneurship came first, motherhood followed, and the two have been in conversation ever since. Melissa shares the early days of hiring out of necessity, why strategy must lead design, and how niching by service (and eventually by faith) helped her find clients who felt like partners instead of friction.The most surprising lever in her journey might be the simplest: a protected Friday. By guarding one day each week for presence at home, she discovered that boundaries sharpen business. With a team she trusts, a morning routine that fills her cup, and no-meeting Mondays for deep work, Melissa shows how systems create space for creativity and calm. We get candid about the messy parts too—school calendars gone sideways, the art of delegating at home, and the moment she nearly walked away before prayer redirected her to realign rather than quit.We also dig into partnership lessons, values fit, and the courage it takes to do scary things: hiring your first employee, changing your positioning, and saying no to misaligned work. Melissa is writing a book for mompreneurs to demystify the practicals—hiring, payroll, advisors, process mapping—while honoring the reality of family life. If you're a founder, a mom, or both, you'll walk away with clear steps to buy back your time, build a brand with a backbone, and choose a pace that sustains your purpose.If this conversation sparked something, follow the show, share it with a friend who's building while raising kids, and leave a review to help more listeners find us.Connect with Melissa:LinkedIn: Melissa McGathEmail: melissa@voomcreative.comContact the Host, Kelly Kirk: Email: info.ryh7@gmail.com Get Connected/Follow: The Hue Drop Newsletter: Subscribe Here IG: @ryh_pod & @thekelly.tanke.kirk Facebook: Reclaiming Your Hue Facebook Page CAKES Affiliate Link: KELLYKIRK Credits: Editor: Joseph Kirk Music: Kristofer Tanke Thanks for listening & cheers to Reclaiming Your Hue!

"Brand is the intangible layer that sits atop any business... and floods it with color and emotion." Tobey Duncan, CSO of Uncommon Creative Studio, joins Dan Pope to dismantle the fluff surrounding modern marketing. They explore "Purpose 2.0," why brands need enemies, and how to turn consumer tension into cultural fame. From the genius of Bold Bean Co to the audacity of Oasis, this episode is a masterclass in building brands that actually matter.  

Tenley Fitzgerald is the VP of Marketing & Brand Strategy at Yes! Apples, a brand bringing marketing, partnerships, and storytelling to family-run orchards in Upstate New York. On this episode of ITS, Tenley and Ali talk brand-thinking, consumer behavior, convincing farmers, retailers and consumers that "apples to apples" is a wild misunderstanding.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How to Scale Faster with B2B Brand Strategy Here's a common scenario in B2B marketing: you launch campaigns, hit the deadlines, and fill the pipeline, but the results feel disconnected from your long-term goals. Internal messaging discussions resurface, campaigns feel shallow and reactive, and when you ask people what your brand stands for, you get 50 different answers. This inconsistent approach creates friction and impedes scalable growth. So what can B2B marketers do when their tactical execution is outpacing their brand strategy, and how to do you realign for lasting impact? That's why we're talking to JoAnne Gritter (COO, ddm marketing + communications), who shares her expertise and actionable insights on how to scale faster with B2B brand strategy. During our conversation, JoAnne underscored why a foundational strategy is crucial for building credibility and trust in competitive markets. She also discussed the role of AI in marketing, commenting that while it can support with idea generation and research, it shouldn't replace direct communication with customers and employees. JoAnne shared some common pitfalls such as messaging misalignment and inconsistent branding, which can lead to distrust and reduced credibility, She explained the importance of having a cohesive brand strategy that aligns values, messaging, and customer experiences across all company touchpoints through proactive brand management. https://youtu.be/_Alwkinhw-g Topics discussed in episode: [02:36] The “Soul vs. Body” framework: Why marketing is just the body in action, while brand strategy is the soul that provides direction and values.  [06:51] Red flags that your marketing has outpaced your strategy: When content feels fragmented and sales teams are telling completely different stories.  [08:52] Defining true brand strategy: Moving beyond logos and colors to include deep research, stakeholder analysis, and internal alignment.  [14:41] The critical differences between a brand refresh (auditing existing assets), a complete revamp (starting from scratch), and branding during a merger.  [24:10] Actionable steps you can take to realign your brand: – Audit your customer journey – Define messaging pillars – Ensure HR and onboarding match the brand promise  [29:37] Why “data-only” marketing fails: The importance of human emotion and psychology that performance data often misses.  Companies and links mentioned: JoAnne Gritter on LinkedIn  ddm marketing + communications  Transcript JoAnne Gritter, Christian Klepp JoAnne Gritter  00:00 AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. Christian Klepp  00:37 This is a common scenario for B2B Marketers. You launch campaigns, hit the deadlines and fill the pipeline. It all looks great on paper, but something is still off internal messaging discussions resurface. Campaigns feel shallow and reactive, and when you ask people what the brand stands for, you get 50 different answers. So what can B2B Marketers do when their marketing is outpacing their brand strategy? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp, today, I’ll be talking to JoAnne Gritter, who will be answering this question. She’s a member of the leadership team at DDM Marketing Communications that provides integrated marketing solutions to drive business success. Tune in to find out more about what this B2B Marketers Mission is and here we go. JoAnne Gritter, welcome to the show. JoAnne Gritter  01:25 Hi Christian. Happy to be here. Christian Klepp  01:27 We you know, we had such a wonderful, like, pre-interview conversation. I almost feel like we’re neighbors or something, and something to that extent. But I’m, I’m really, like, happy to have you on the show, and I’m really looking forward to this conversation, because this topic is, I’m a little bit biased because I am in the branding space, so it’s a bit near and dear to my heart, but it’s also something that’s extremely important, because you’ll agree. I mean, you, I know you’ll agree because you wrote an article about it. JoAnne Gritter  01:54 Yeah Christian Klepp  01:55 It’s something that marketing teams tend to overlook. And good, goodness gracious me, I’m gonna, like, stop keeping people in suspense. We’ll just jump right in all right. JoAnne Gritter  02:04 Okay Christian Klepp  02:04 So JoAnne, you’re on a mission to provide integrated marketing solutions that drive B2B business success. So for this conversation, let’s focus on this topic, how brand strategy helps B2B organizations to realign for long term growth. So I’m going to kick off this conversation with the following question. In our previous conversation, our previous discussion, you talked about how marketing without a brand is a strategy without a soul. Could you please explain what you meant by that? JoAnne Gritter  02:36 So I just made the comparison kind of to the whole human, as in, like the brand is your soul, meaning like your values, what drives you, why you’re here, what differentiates you, what makes you different than the person standing next to you, whereas, like marketing is your body in action, or action in general, where you hopefully, if you if you’re a trustworthy person, what is, what are your values internally are matching your actions externally? And that is often where we see a divergent in companies, because they don’t think about those as like two sides of the same coin. It is really important that you make sure that you know the direction that you’re going as a company and what you stand for and who you’re there to support or serve, and what markets you’re there to do, and like your whole company, everybody that’s part of interfacing with customers understands that and is and is speaking the same language. Christian Klepp  03:37 Yeah, no, absolutely. And I suppose the the follow up question to that is like, where do you see a lot of, like, marketing teams go wrong. Because, like, you know, more often than not, a lot of teams are like, Okay, we’ve we’ve implemented the campaigns check. We’re generating results and driving pipeline or filling the pipeline, rather check. So where does it all go wrong? JoAnne Gritter  04:00 If you are not paying attention to your branding, you can have a lot of activity without a lot of traction. So or you can have a lot of different messages going out that seem not cohesive or fragmented. And so you can or more examples you can have, like your sales folks going out and telling different stories about about what your company stands for and what you do and how you’re different, that creates a lot of waste, because then you’re continuously trying to get more activity and more campaigns going more sales people out there, because you’re not getting the quality leads that you need, because nobody really knows what you stand for. Everybody says it a little bit differently, and that goes for customer service too. Branding. People think about branding as a marketing problem, or a marketing, you know, teams problem. But if, let’s say part of your brand is your brand identity or values is to put the customer. First, if you don’t really solidify that from your sales team and your customer support team, then there would be a mismatch there, right then you’re just putting out into the world that customers first, but that doesn’t match up with what the customer is experiencing. Christian Klepp  05:16 Yeah, there’s certainly some kind of misalignment there, and you touched on it, like, briefly. It’s interesting to me, like, even in my own experience, one of the telltale signs of that is when you ask people within the organization, well, what makes you different? And you get 50 different answers, and some of them are similar, and some of them are completely, like, different. And it’s like, okay, yep, okay, I see where this is going, or to your to your other point, when sales teams are having those discovery calls, and you listen back to some of those recordings, which I hope you marketing people out there are doing, and you listen to the way that the sales deal with objections, and maybe the procurement team or people like, you know, on the prospect side, they’re probably not phrasing it exactly the way I’m going to say it right now, but like, but they probably are asking something to the effect of, okay, what makes you different from vendor B, C and D, right? What is different about your solution? Like, why are you charging this guy? Why are your rates like, this high. JoAnne Gritter  05:16 Right. Absolutely. And if they have different answers, or if you go and you listen in on four different sales calls and they’re all a little bit different, then that tells you have a branding issue that people don’t fully understand your brand and how you’re different and who you support and serve. Christian Klepp  05:16 Yep, absolutely, absolutely. So you’ve touched on it a little bit, but like, tell us about some more of these. I’m going to call them red flags, right? That signal when marketing has outrun brand strategy. JoAnne Gritter  05:16 Sure, I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. If, like we mentioned, your sales team talks about your company completely differently, it’s okay that they put their own little spin on it, as long as you’re still hitting like the purpose of your company, why you’re here, how you serve whatever your target audience or audiences are what your values are. If that’s not coming through in in those different places, then you may have a brand issue, or your training issue, or your brand is not being carried out through the company. So when you have a solid brand, it should be, should be repeated in in like your onboarding process, in HR kind of things, in performance conversations, in obviously, your sales and marketing and your customer service, so that everybody is aligned to that brand, and so that there’s a common message, common theme, because repeatability is is super important. Consistency is super important in marketing. I’m sure a lot of people have heard that it takes multiple multi multiple times of hearing the same message for it to actually resonate, and if they’re hearing multiple different messages, it’s causes confusion and a lack of trust in whatever the company is offering. Christian Klepp  05:16 Yeah, that’s absolutely right. JoAnne, I’ve got a I just thought of another fall off question, and you’ll indulge me here. Um, you know it, I know it. But let’s, let’s clear the air here for a second. Because I’ve been hearing this like, and I’m sure you have as well, in the B2B world, it’s just been thrown around, like, very loosely. Let’s clear the air here. Like, what do you mean by brand strategy, because I’ve heard people, especially at senior level, say, like, Yeah, we don’t need branding. We’ve got a logo and we’ve got a website. We’re good, so maybe just clear the air on that one, please. JoAnne Gritter  05:16 Well, brand strategy is, let’s see, like, I think of strategy in like, four or three different tiers. Like, we have your business strategy, it’s how you win in the marketplace. Then you have your brand strategy, which is positions you in the market and in the minds of your consumers or your customers. And then your marketing strategy is how you take that and communicate it out and you deliver that message in multiple different channels. So if you have marketing running without, without laddering up to that business strategy and and brand strategy, then it’s just, it’s just running and putting stuff out there. So it’s just activity without, without purpose and strategy. So like a brand strategy is so much more than just a lot of people think about it as their logo, their identity suite, whatever, but there should be research that goes into it. They should be stakeholder analysis. They should talk to your customers and kind of understand what they value about about your company compared to another company. So then, using. Their language in some of your brand messaging is super helpful. So if you have like, customers that say, you know, like, I just love working with, you know, Company X, Y and Z, because the people are great. They’re super responsive. They they get me what I need, etc. Like, using some of that as part of your brand is going to be really important. So like, a strategy may may include, like, the focus, the brand, promise your your core values can be part of that. The naming can be part of that. Obviously, the the design part that a lot of folks actually think about and listen or think about and recall would be, like the visual identity that also needs to be consistent, from your logo to your fonts to your colors, and then like, multiple touch points on that, like, again, like repeating that consistency from like the stationary, the collateral, the assets, all that stuff, but then also making sure that the messaging and the voice carries throughout your company, past past your your marketing team, past your sales team. Christian Klepp  05:16 Yeah, that’s absolutely right. I mean, I like to tell people that all of these things that you mentioned, especially the visual aspect, the the sexy part of it, right, like the the visual identity, the logo, the web design and all that. It’s the end result. It’s one of the outcomes of right branding, right? JoAnne Gritter  05:16 That doesn’t come out of a vacuum, right? You don’t show a designer that’s like, I’m super excited about the color red, so we’re gonna do it’s what do our customers, current customers, feel about us, and what do we want our prospective customers to feel about us? And then there’s a lot of strategy behind that. Christian Klepp  05:16 That’s right, that’s right. I’m gonna move on to the topic of key pitfalls to avoid. So what are some of these key pitfalls that B2B Marketing Teams should avoid, and what should they do instead? JoAnne Gritter  05:16 So pitfalls that I see is companies teams that get really excited about certain trends. I’m just going to pick on Tiktok. There’s time and a place for Tiktok, but like, for B2B, they’re like, oh, man, everybody’s on Tiktok, or this latest, you know, social media platform, channel, we really got to get on there. It’s or we got to use AI in some specific way without, like, thinking about the strategy behind that and just like going forward, because you know that that’s the hottest trend right now. So always make sure it ladders up to where your customers are and what you want them to think about you. If you’re a B2B company, it’s likely that your customers are more on LinkedIn than they are on Tiktok. That’s just an example. I can’t say that across the board, but like picking picking things that are always centered on on your customer and your brand are super important. So that’s a pitfall, and then what to do about it? Also treating the brand as a one time exercise, like set it and forget it, kind of thing. A lot of people are just like, Okay, we did the brand. We got a great logo, we got stationery, we even got PowerPoints that are branded and then never think about it again, except for, like, just the, you know, the colors and the logo on all of your media assets, right? So, but the brand is so much more than that. The brand is so much about, like, how you want them to feel, what the differentiators are, what makes you different, what you deliver and like, how you talk about it, how you position yourself. So like, every bit, every asset that goes out the door, should be aligned to that there should be almost a hierarchy. Christian Klepp  05:16 Yeah, no, exactly, exactly. And I’m gonna throw another follow up question at you, only because I know you can handle you can handle it. You probably hear this a lot, and you hear this a lot, most likely also from marketing teams that perhaps don’t have as much experience in the branding space as you do, and they say things like, JoAnne, you know, we’re looking at our company, and we feel that, you know, the overall look and feel and the direction, it’s not really in line with what we aspire to be. So we’re looking for a revamp. And then, and then, as the conversation progresses, they say, Oh, actually, we want maybe, maybe just a refresh, right? And then you hear another prospect say, Well, you know, we just merged the two companies. So like, what do we do there? So maybe just, just to, again, clear the air, so people don’t throw around these terms so recklessly, what actually is the difference between a brand refresh, a brand revamp, and branding as a result of a merger, Speaker 1  06:02 like a brand like from scratch, is going to take a lot of different kind of research efforts than like a brand refresh. Like, if you’re doing a brand refresh, then you’re looking at assets that already exist, you know, and and you’re looking at reasons why they might change or are no longer working. So you’re doing more. Of an audit kind of thing, like, what’s different now than it was 20 years ago when we created this brand, and where are we going? Their new leadership? Are they focused on different parts of this like even even DDM, the marketing agency that I work with or that I work for. We, every once in a while, look at our brand, and not just the visuals, but like the things that make us unique. And we say, hey, those are still unique, but we’re talking about them slightly differently now. So we need to take a look at that and change the messaging a little bit. We’re heading in a slightly different direction lately with our creative so let’s, let’s make sure that we’re still in line, so that everything, everything matches. And if they see us on Instagram versus if they see us on LinkedIn or on our website, that it still looks like ABM, you know, and then a merger is slightly different, because you’re putting together two brands, and a lot of times they’re creating a new brand from that, or they might keep one of the brands and then just bring another like, you know, Company X is now a, you know, Company Y brand. And there might be, like a sub. There’s all kinds of different ways hierarchies of brands in that kind of scenario. But more recent one that we did, they created a new brand, which was a combination of the two names, and they completely they went through the whole exercise with the new leadership team. So it’s more similar to like starting from scratch, but also taking bits and pieces that they want to keep from both brands and what’s working. So you kind of look at what clients from both brands like about those brands, and make sure that you keep those and you preserve those, and make sure that it’s it’s heading in the direction that the company wants to go a lot of discovery and research and questions, Christian Klepp  06:16 Absolutely, absolutely. And I love that you keep bringing that up, though, because that is, again, one of these components that people tend to overlook, that this comes with a lot of research. It’s not, as you said, it’s not okay. Here’s the brief. Graphic designers or design team have at it. JoAnne Gritter  17:07 Right? Christian Klepp  17:07 Come up with something, something else, great, right? Yeah, my favorite briefs are always the ones that said we want something modern, clean, yet traditional and exciting. It’s like, JoAnne Gritter  17:17 Oh yes, creative. Make it creative, splashy mean to you? Christian Klepp  17:25 Yeah, yeah, open to interpretation, I suppose. Why do you believe that inconsistent messaging and internal misalignment cost organizations credibility and dollars? And you did touch on it earlier on the conversation. JoAnne Gritter  17:41 It’s a misalignment of what you say versus what you do. If you have on your website that you are there to serve X population and that you are like your mission and purpose in in this world is to support that population in in achieving whatever goal, whatever needs that that population needs, but then that customer or population that comes and interacts with your brand does not get that from the people or get that from their experience with your product. Then then that’s a misalignment, and that creates, you know, instant distrust, like you are not following through on, on what your brand promise was, or if you have multiple people saying they’re promising different things and they don’t get that, that’s a lack of trust. Christian Klepp  18:27 I’m kind of slightly grinning here, although I know that anyone who’s been in this situation probably will not see any humor in it, but like, I’m just thinking about anyone that’s experienced a flight delay, JoAnne Gritter  18:37 right, Christian Klepp  18:39 or been trapped at the airport, and whichever airline it is you’re flying with, and you have to deal with ground staff that are either unprofessional and rude or you just have zero transparency. And I’m sure, like, I’ve certainly gone through it like I’ve experienced a 10, 12 hour flight delay, right where I was at the airport until like, one or two in the morning, and then they finally come and say, well, the plane’s not coming. JoAnne Gritter  19:04 Yeah, that really rocks the brand reputation. I also see that in health care a lot, which, God bless everybody in health care, it’s hard, but like, if all those services are disjointed and the scheduling gives you a different feeling than the doctor gives and trying to do things online, it doesn’t match what your experience is in person. People don’t want to go to that provider anymore. You know, they’re like, this is confusing. I just want help. Just want to get what you’re promising. Christian Klepp  19:35 It’s a very for lack of a description of fragmented ecosystem. JoAnne Gritter  19:39 Yeah, absolutely. And that’s a bigger issue than we can solve here, but Christian Klepp  19:43 Yeah, no amount of branding is going to fix that. JoAnne Gritter  19:47 You got to follow through on it. Christian Klepp  19:49 That’s absolutely right. That’s absolutely right. Talk to us about how aligning, and you’ve touched on it briefly, how aligning soul and action will help to build. Trust, loyalty and resilience and please provide examples where relevant. JoAnne Gritter  20:04 Let me think of an example. We work with a very large medical device manufacturer, and we’ve worked with them for 15, probably close to 20 years now. And so 15 years ago, they were very product centric. They also grow by acquisition. So they have, like several different companies that came in under this master global brand. And even though they have the same logo, they still had their own kind of visual identity. They all talked about their stuff differently. And as a result of that, in those different teams, the customers were getting wildly different experiences from this company, even though they were all under the same master company. So they rebranded. We helped them rebrand seven years ago, maybe, and this is a global organization where they brought all their business units under the same brand. They have a very strict, robust brand now. And I’m not saying that everybody needs 100 page brand guidelines. They don’t, but, like they they went all in on branding, and they make all their new employees do their brand training. It’s worked in through their onboarding. It’s worked in through their like, performance conversations, and they have just really exploded and created this, this amazing reputation as a leader. Christian Klepp  21:25 I’m sorry you’re talking about, you’re talking about real branding, then JoAnne Gritter  21:27 Real branding. Yes, they are now a leader in their industry. I mean, they were big before, but they have just really exploded in the last seven years since rebranding, and it’s been really helpful for them, because now they still grow by acquisition, but they bring in a new company, and they know what the process is to get them on board, not just from a visual identity, like rebranding all the collateral, like the sales enablement and stuff like that, but bringing the internal teams up to speed about like, what what we stand for, what we hire, like, what kind of values we Look for, so that every customer gets the same experience Christian Klepp  22:04 from your experience. How did that exercise of helping them to re brand and take all of this because, you know, there’s that situation of taking all the business units and putting them under one roof, so to speak. How did that exercise help to improve them as an organization. JoAnne Gritter  22:22 It’s been a long time, like in multiple phases. So it improves their organization. It creates a lot of clarity for them. So they’re not like redoing each other’s work, and they’re not all creating the same or they’re they’re not all creating from scratch anymore. They have a they have a similar starting point on, like, the different messaging pillars that they need to hit, even for just their products, you know. So this goes into product messaging and product launch. So like, if they are medical device, they are they want to sell, you know, knee replacements or or stuff along those lines, they know that they need to hit on a couple core values, and they need to make sure that they are targeting the same audience, and that they need to make sure that they that what they’re saying out there aligns with the master brand. Of course, there’s they still need to do the differentiators on the product level, but they also have the full brand that that supports it. So it’s just a higher level like reputation. I like to, I like to compare like branding to your reputation. So that goes along with every product that they bring in. Christian Klepp  23:32 Yeah, no, absolutely, absolutely. Okay, we get to the part in the conversation. We’re talking about actionable tips. And you’ve, you’ve actually given us quite a bit already, but if we were to summarize it, okay, JoAnne, like, if there was somebody out if there was somebody out there that was listening to this conversation, and they were listening to what you were saying, and they were like, oh my goodness, this is exactly what we’re going through right now, right? I mean, besides contacting you, right, what are like three to five things that you would recommend they do right now to realign for long term growth using brand strategy, JoAnne Gritter  24:10 I would take a look at what brand strategy you already have, if you have one otherwise kind of creating at least the bones of that. Like, what are our values? What are we focused on? What is our purpose here and mission? And then, like, what are messaging pillars or groups that align with those values? And then once you have those making sure that you have a succinct narrative or story, or even, like an elevator pitch, that everybody is aligned on. Having that is kind of a simple, hopefully a simple thing for you to figure out and align on, and then auditing the customer journey for those promises and values. So like, if you have a customer journey, they’re going from, you know, awareness of you. Or a problem to consideration between you and your company, and, you know, multiple other companies, and then you’re they’re making a decision, then they’re purchasing, then they’re hopefully your customer experience, and your delivery teams are delivering on those promises, and then you’re creating loyalty. So that’s the customer journey. So of these phases are, they are the customers still experiencing the brand that you want them to experience. So that’s like a little audit that you can do. And then from there, also making sure that all of your content that’s out there, from your like your brochures, your website, your sales enablement kind of stuff, making sure that that’s still aligned to the brand and the message that that you want it to and then making sure that, of course, throughout the company, in your like, HR documentation, you’re, I’ve said onboarding a million times, but like, making sure that everybody that’s coming into your organization understands who you are and who you who you serve, and why? Christian Klepp  26:01 Absolutely, absolutely. And that’s a really good list. And I have to ask you this question, because you know, at the time of the recording, we’re at the end of 2025, and you did bring up AI, so I’m going to bring it up again. How, how has in your experience, from what you’re seeing out there, how has AI impacted brand strategy and all the work that comes along with that. JoAnne Gritter  26:24 Well, that’s a loaded question, right? So as far as brand strategy, I kind of see it. AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to, like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. So like, the the best resources from that research perspective are your customers, or your prospective customers and your sales team, if you can’t get to those customers, will often hear those like, you know, positive and negatives about your products and services. So getting to those and aligning on stakeholders, AI can be used as you know, you can use it to help think of ideas for like, let me think if you were thinking of like values, like core values, like in and messaging pillars, you can say, hey, you know, I really want it to be something along these lines. We’re circling around on like, exactly right the what the right way to phrase this is. And it can give you 50 different ideas, and you can cross out 45 of them and then land on like the top five that you communicate with your team. Don’t ever take it for rate for like per vatum, sorry, exactly as chat GPT gives you, Christian Klepp  27:55 at face value. JoAnne Gritter  27:57 Thank you. I see that that is a lot harder for early career individuals because they don’t have that discernment yet. So they, they will, they will use it as a crutch, and then, like, oftentimes not have that same kind of editing expertise to see what actually works and what doesn’t. So like pairing AI as a tool with with human intelligence and empathy, for sure, Christian Klepp  28:23 Absolutely, absolutely. I mean, at least in from my observation, and this is where I think AI really falls flat, especially when you’re coming up with the verbal expression component of brand strategy. AI doesn’t really have any soul or character, like everything, it turns out, is very, for lack of a better description, lifeless, so, and that’s where the human element, or to your point, the human intervention, can then come into play, because then you can inject that story, you can inject that human emotion, which also is a very crucial component in B2B, right? As much as people like to say, oh, B2B is all factual, right? And I would, I would disagree with that, JoAnne Gritter  29:06 yeah, it’s, it’s quality over quantity. Now, you know people, people can spot, can spot the AI generated content, and there can be a whole bunch of it, and that can help you in a variety of ways. But if it’s not actually, if it doesn’t sound human speaking or human human sounding, then, then people reject it and they don’t trust it as much. Christian Klepp  29:28 Okay, get up on your soapbox a status quo that you passionately disagree with, and why? JoAnne Gritter  29:37 I passionately disagree with data only marketing. So the big push for data driven marketing, I am, I am on board with that at face value, but it still doesn’t tell the whole story, because you can still look at data from, let’s say you did like a. Um, a focus group about about what customers want from a like a beverage or something. I’m thinking of Coca Cola, and they and they say that they they want it to be healthy. They want it to be low sugar. They want it to taste amazing. They want it to make them, you know, feel great, and stuff like that that does not you’re gonna try to create like this Frankenstein kind of soda instead, instead of recognizing that, like, there’s more psychology to this. Like a Coca Cola has, like, a whole traditional, like branding kind of way that, or traditional and emotional way that they make people feel, and that doesn’t show up in the data, necessarily. That doesn’t show up in the performance data. You know that that is a totally different kind of research too. Christian Klepp  30:51 Yeah, yeah, JoAnne Gritter  30:55 You know, that’s performance, marketing and branding. Christian Klepp  30:58 I totally agree. I totally agree that, as much as there is a big camp out there that says the future is data driven now when it comes to B2B Marketing, and I’m like, Yeah, JoAnne Gritter  31:11 humans are tricky. Christian Klepp  31:13 We’re not robots. Absolutely, absolutely, okay, here comes the bonus question. So Rumor has it that you like to draw. JoAnne Gritter  31:23  I do. Christian Klepp  31:24 Yes, and from one enthusiastic sketcher to another, I thought, I thought deep and hard about this question. Tell us about one of the most well exciting, yes, but more importantly, one of the most challenging works that you’ve created to date. So what was the theme and subject? What made it so challenging to draw, and what did you learn from that experience when you when you completed it? JoAnne Gritter  31:50 I really like to find, like, kind of micro moments I have. I have three children at home, and I like to take pictures, or, like, capture, like small moments of, like one of them snuggling the cat, or like holding hands or doing something unexpected. And in, like, not a macro view, but in a micro view of like, the different connections that people have. And then, usually, I’ll take a picture, and then I will sketch those out after they go to sleep and stuff like that. And that’s just kind of my own personal way to, I don’t know it’s it’s therapeutic. It’s a way to see, see the beauty in the world, you know, and to slow down in the moment. Christian Klepp  32:37 100%. I like to call it Balsam for the soul. JoAnne Gritter  32:40 Yeah, Christian Klepp  32:40 all right, I don’t know about you, but like, I like to sketch in the in this very room where we’re doing the recording, and I usually play classical music. So like, show pen, so something like, with with piano. Like, no opera, because that can get a bit too dramatic. JoAnne Gritter  32:59 I like classical too, when, when I’m focused at classical music, and I also like binaural beats, or it’s more like meditation kind of music. So kind of zone, zone into the moment, instead of all the crazy thoughts that go through your head and all the things you have to do. Christian Klepp  33:17 Very nice, very nice. One of the things I learned about drawing is pretty much like certain aspects of our professional work, you know, like marketing and branding. It starts with a line, and then you just keep adding the layers, right? And it’s almost the same like when you’re implementing a campaign, you know, some especially nowadays, right? You try to start small first, and do a lot of testing to see if it works. And you scale from there. And I like to, I like to think of drawings that way too. You start, you start not by adding the details. You start like, you know, with a lighter pencil. And there’s a certain, there’s a certain way of holding the pencil tool, right, so you have lesser control. And just, it’s just a bit free flowing. And for me personally, it took me a long time to start drawing like that, because I’m like, No, then I don’t have control of the process. But that’s kind of the point, right? Let go of the perfectionism, right? JoAnne Gritter  34:18 You outline it first, and then you start filling in. You know that the shadows and the light marks, and then you slowly bring in the detail. I mean, that you’re totally right, that that is like a marketing or branding strategy. You got to outline it first before you go fully in on any specific detail. Otherwise, you’re you may be way off target. Christian Klepp  34:38 That’s it. That’s it. I mean, JoAnne like I think we just found our next podcast interview topic. But thank you so much for coming on and for sharing your expertise and experience with the listeners. So please a quick introduction to yourself and how people out they can get in touch with you. JoAnne Gritter  34:57 JoAnne Gritter, I’m at DDM Marketing and Communications headquartered in Grand Rapids, Michigan, USA. And I am COO, Vice President of our company. You can get a hold of me at joanneg@teamddm.com or you can just check us out at Teamddm.com Christian Klepp  35:18 Fantastic, fantastic. And we will be sure to like drop all those links in the show notes. So once again, JoAnne, thanks so much for your time. Take care, stay safe and talk to you soon. JoAnne Gritter  35:27 Thanks, Christian. Bye. Christian Klepp  35:29 Bye, for now you.

AI Is Rewriting How Trust Is FormedWhile most companies focus on internal efficiency, AI is quickly reshaping how your customers decide who to trust. Houston Harris, co-founder of Trust Issues Limited discusses this shift from the Digital Era to the Interpreter Era: before a customer ever reaches out to you, an AI system has likely already interpreted your brand. In this episode, we talk about why earning trust with AI chatbots is becoming critical to earning it with humans. For generational family businesses built on reputation and relationships, this is a foundational shift and conversation you don't want to miss.Key Topics DiscussedExplore the shift from traditional digital search to an AI-driven “interpreter era”Understand how AI curates options before customers ever visit your websiteExamine why clarity and documented proof now influence visibilityLearn how Authority Marketing helps brands earn trust, not just attentionDiscuss the risk of being misinterpreted or overlooked by AI systemsIdentify practical first steps to evaluate how AI currently sees your companyConnect with Houston Harris on LinkedInBuilding Unbreakable Brands is hosted by Meghan LynchProduced by Six-Point Strategy

What happens when decades of trusted learning and development expertise meet purpose-built AI? In this episode, Ken Taylor, CEO of Training Industry, and Amanda Longo, Vice President of Brand Strategy, explore TIA, Training Industry's new AI-powered assistant, designed specifically for L&D professionals to support learning strategy and performance.Show Notes:Ken Taylor and Amanda Longo from Training Industry share the benefits of their organization's AI Agent TIA including these key points:TIA is built for L&D and nothing else. Unlike general AI tools, TIA is trained exclusively on Training Industry's vetted content, including research reports, articles, webinars, and expert contributions. This ensures responses are relevant, credible, and grounded in the realities of learning and development work.Transparency and attribution are non-negotiable. A core design principle of TIA is showing users exactly where information comes from. Every response is sourced, allowing learning leaders to explore original articles, compare perspectives, and build confidence in the guidance they receive.Guardrails matter for trust and quality. TIA is intentionally limited to Training Industry's content ecosystem. If the answer isn't there, TIA says so—reducing AI hallucinations and reinforcing integrity over convenience.TIA supports preparation, not content creation. TIA isn't meant to replace instructional designers or subject matter experts. Instead, it helps learning leaders think through structure, strategy, and next steps—making the human work faster and more informed.AI works best when paired with community. TIA is designed to complement Training Industry's peer and expert network. Learning leaders can use AI-generated insights as a springboard into conversations with practitioners, contributors, and Training Industry staff—turning AI into a catalyst for connected learning.Related Articles:[Product Demo] Meet Tia, Your AI Agent for Solving L&D ChallengesHow Training Industry Turned Two Decades of Knowledge Into an AI Agent: A Case StudyPowered by Learning earned Awards of Distinction in the Podcast/Audio and Business Podcast categories from The Communicator Awards and a Gold and Silver Davey Award. The podcast is also named to Feedspot's Top 40 L&D podcasts and Training Industry's Ultimate L&D Podcast Guide. Learn more about d'Vinci at www.dvinci.com. Follow us on LinkedInLike us on Facebook

In this episode, Janelle Page reveals the brand framework that helped her drive over $475M in ecommerce sales and take clients like Glamnetic from $80K to $3M per month in revenue. She breaks down why getting chosen matters more than getting found, and how to build a brand that makes customers pick you over the competition every time. What You’ll Learn Why getting chosen beats getting found How to make your differentiation crystal clear to buyers How to converting awareness into consistent customer selection Sponsors SellersSummit.com – The Sellers Summit is the ecommerce conference that I’ve run for the past […] The post 625: The $1M/Month Brand Strategy That Most Amazon Sellers Are Missing with Janelle Page appeared first on MyWifeQuitHerJob.com.

Building A Boutique Events Agency As A MomA single decision can change the way you work, parent, and lead. When Sarah realized staying in a comfortable role was dimming her optimism, she chose the unknown—and co-founded The Parts Department, a boutique events agency designed for impact, not bloat. We get candid about what it really takes to build a modern experiential marketing shop, from value-first delivery to relationship-led growth and the courage required to quit without a safety net.I loved hearing how Sarah's career at Periscope and Advocate shaped her point of view on events: people love brands that love them back. That belief anchors their niche—high-touch experiential strategies that actually move the needle. We unpack their two modes of working—embedding with teams on retainer or owning projects end to end—and why a lean model beats the old habit of filling rooms with extra bodies. You'll also hear the realities of client outreach on LinkedIn, using relevance over hard sell, and why most early wins come from trust that's been earned over years.There's a deeply human thread here, too. The London chapter—navigating a foreign city with a one- and two-year-old—reshaped how Sarah thinks about fulfillment. She talks about “buckets” that need filling: work, motherhood, movement, community. Flexibility isn't a perk; it's a system. A 9:45 a.m. Friday hockey game becomes proof that work can bend around life when partners trust each other. And yes, we talk about women leading in an industry that once looked like Mad Men, and how kindness as a business practice never goes out of style.If you're building a brand, leading marketing, or figuring out your next bold move, this conversation offers practical playbooks and real encouragement. Subscribe, share with a friend who needs a nudge, and leave a quick review—then tell us: what's your next hell yes?Connect with Sarah:Website: The Parts DepartmentLinkedIn: Sarah BohlineIG: @thepartsworkContact the Host, Kelly Kirk: Email: info.ryh7@gmail.com Get Connected/Follow: The Hue Drop Newsletter: Subscribe Here IG: @ryh_pod & @thekelly.tanke.kirk Facebook: Reclaiming Your Hue Facebook Page CAKES Affiliate Link: KELLYKIRK Credits: Editor: Joseph Kirk Music: Kristofer Tanke Thanks for listening & cheers to Reclaiming Your Hue!

Most B2B content looks polished. But almost none of it gets remembered.In this episode, we break down why humour isn't a creative risk in B2B.It's a strategic advantage.We're joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue.Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.We also unpack:+ Why most B2B brands confuse looking professional with being effective+ The science behind entertaining ads and higher conversion rates+ How to turn real customer pain points into memorable content+ Five practical frameworks to generate funny B2B ideas+ How to build a sitcom-style content series for your brand+ How to get CEO buy-in without calling it “comedy”Tune in and learn:+ Why humour works better than features in B2B+ How to create distinctive brand memory in a world of AI slop+ How to apply comedy without damaging credibilityIf you're a B2B marketer trying to stand out, build trust, and stop blending in, this episode is essential.-----------------------------------------------------

We're joined by Nikkia Adolphe, Chief Innovation Officer at BrandSavor, to unpack the role PR plays in turning brand strategy into something people actually see, trust, and believe. With over 15 years leading communications and PR strategy for global brands like Amazon, Meta, and Ryder, Nikkia has worked at the sharp end of branding. Where positioning meets public perception. Where reputation is built or quietly eroded. And where strategy either earns attention or disappears.

What does it take to market a portfolio of premium spirits that spans legacy brands, celebrity partnerships, and global audiences? Today, we're joined by Susan Gibbons, head of marketing at Infinium Spirits to talk about how she leads a complex brand ecosystem and what it really means to be consumer obsessed in a rapidly shifting category. Whether you're a senior marketer or aiming for the CMO seat, you'll get a behind the scenes look at strategy, structure, and the signals that guide sharp decision making.

Send us a textAre you accidentally making your brand harder to buy from? In this guest interview, Jen talks with Nicole Powell, founder of Halcon Marketing, about neuromarketing—how the brain processes marketing messages and why most buying decisions happen before people can explain them.You'll learn what neuromarketing actually is, the “curse of knowledge” mistake that makes messaging confusing, and why some offers need facts + ROI more than emotional storytelling. Nicole also shares practical advice for standing out in crowded markets, using data without fear, and doing audience research that actually improves conversions.Plus, Nicole shares a free guide + workbook with five neuromarketing secrets you can apply to your brand right away.ALL LINKS: https://jenvazquez.com/neuromarketing-for-service-businesses/Transform your service-based business with valuable insights and actionable strategies on how to find, attract, and book your ideal clients at our marketing summit.https://creativemarketingsummit.com FREE Marketing Summit: https://creativemarketingsummit.com

S6E1 Retail Media's New Reality: DSP Shifts, Agentic Commerce & Brand Strategy for 2026Season 6 of The Retail Razor Show kicks off with a deep dive into one of the most important topics in commerce today: retail media. Ricardo and Casey sit down with Jeff Cohen, Chief Business Development Officer at Skai, to unpack the newly released 2026 State of Retail Media Report, created in partnership with Stratably.This episode explores how brands, versus retailers, are navigating the rapid evolution of retail media. From DSP shifts and CTV growth to AI adoption and agentic commerce, measurement challenges, and the widening gap between leaders and laggards, this conversation delivers the insights every brand marketer needs heading into 2026.What We CoverWhy retail media now commands nearly 30% of US digital ad spendThe rise of retail media maturity and what separates leaders from laggardsWhy organizational structure is now a top predictor of retail media successThe growing importance of Amazon DSP and Amazon Marketing Cloud (AMC)How brands should evaluate incrementality, attribution, and ROIWhy CTV and sponsored brand video are acceleratingThe role of AI and agentic commerce in shaping future shopping journeysWhat brands must do in 2026 to stay competitiveDownload the 2026 State of Retail Media Report (free):https://skai.io/reports-and-whitepapers/2026-state-of-retail-media-report/Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/Subscribe to our Newsletter: https://retailrazor.substack.comSubscribe to our YouTube channel: https://bit.ly/RRShowYouTubeAbout our GuestsJeff Cohen, Chief Business Development Officer, Skaihttps://www.linkedin.com/in/jeffreycohen/Jeff Cohen leads global business development at Skai, overseeing partnerships and innovation across the commerce media ecosystem. A recognized thought leader, he is focused on uniting brands, agencies, retailers, and publishers around the next era of growth. Previously, Jeff was Principal Evangelist at Amazon Ads.Chapters:00:00 Preview Teaser 00:53 Show Intro 03:45 Welcome Jeff Cohen 06:24 Retail Media Maturity and Brand Strategies 08:30 Leaders vs. Laggards in Retail Media 12:12 Organizational Structure and Retail Media Success 17:35 Amazon Ads and DSP Insights 24:36 Evaluating Performance Across Platforms 27:45 The Shift to Full Funnel Advertising 29:46 Challenges in Measurement and Attribution 30:50 The Role of AMC in Retail Media 33:01 Incrementality and Budget Constraints 35:45 AI's Impact on Retail Media 37:10 Strategies for Brands in an AI World 42:54 Key Takeaways and Final Thoughts 48:21 Show CloseMeet your hosts, helping you cut through the clutter in retail & retail tech:Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University's Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.Casey Golden is the North America Leader for Retail & Consumer Goods at CI&T, and CEO of Luxlock. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. After a career on the fashion and supply chain technology side of the business, Casey is obsessed with the customer relationship between the brand and the consumer and is slaying franken-stacks and building retail tech! Includes music provided by imunobeats.com, featuring Overclocked, and E-Motive from the album Beat Hype, written by Heston Mimms, published by Imuno.

AI is changing how businesses operate, but when it comes to cybersecurity, most family businesses aren't ready. In this episode, Meghan Lynch talks with Mike Giovannini, founder of Network Strategic Services, about what leaders need to know before rolling out AI tools across their team. With more than 30 years in IT and compliance, Mike explains why the first step in any secure AI strategy isn't technical—it's educational. You'll hear how to reduce digital risk, build employee awareness, and protect your company's most valuable data with clarity and confidence.Key Topics Discussed:Why free AI tools aren't safe for sensitive business use and what to do insteadHow to roll out AI tools securely in a family business settingThe #1 risk-reducer most companies overlook: employee educationWhy culture is your first line of defense and your biggest blind spotConnect with Mike Giovannini on LinkedInBuilding Unbreakable Brands is hosted by Meghan LynchProduced by Six-Point Strategy

In this episode of Scratch, Eric sits down with Chris Willingham, Chief Marketing Officer at Brompton Bicycle, to discuss the brand strategy behind Brompton's global expansion. Chris shares how Brompton has grown from a distinctly 'British brand' into a global challenger across markets like China, Japan, the US, and Europe, and why international growth requires a clear point of view on what the brand stands for everywhere, not just what it sells. They dig into how Brompton built a global brand platform designed to scale, including how the team grounded its positioning in both product truth and human truth. Chris explains the thinking behind Living Life Unfolded, why the brand shifted focus from the mechanics of folding to the experience that unfolds once you ride, and how Brompton balances global consistency with the flexibility needed to resonate locally. He also shares how the brand is being rolled out in phases, prioritising focus and internal alignment over big-budget launches. The conversation also explores what this approach means for marketing leadership. Chris reflects on choosing agency partners that fit a challenger brand, the importance of distinctiveness and creative bravery in crowded categories, and how community and culture play a role in global relevance. Watch the video version of this podcast on YouTube: https://youtu.be/2WLVQ_mnJaM   

How Ouai became a $300M brand by turning customer comments into marketing gold.  Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Rob Genovesi's journey from poverty to profitable entrepreneurship reveals that business success hinges on overcoming fear through conviction, not fearlessness. He fundamentally reframes professionalism—it's not about how you dress but the results you deliver. His core insight is that personal branding is non-negotiable business strategy: while companies can fail, a strong personal brand cannot be taken away and becomes your greatest asset for future opportunities. T Rob exposes how most business communication fails through sameness. His solution is ruthlessly specific: use distinctive language that conveys the same meaning but cannot be replicated, creating what he calls a splinter in people's mind. The counterintuitive truth he shares is that taking a polarizing stand rooted in genuine conviction attracts passionate followers and repels detractors, which is safer and more effective than attempting universal appeal that pleases no one. Rob Genovesi's mission democratizes brand strategy by proving it's accessible to anyone willing to do authentic self-work and show up genuinely. Discover what it truly takes to build a strong brand that attracts your ideal clients with a complimentary copy of his book: Don't Fear The Brand: The Art of Building a Strong Brand That Attracts here. For the accessible version of the podcast, go to our Ziotag gallery.We're happy you're here! Like the pod?Support the podcast and receive discounts from our sponsors: https://yourbrandamplified.codeadx.me/Leave a rating and review on your favorite platformFollow @yourbrandamplified on the socialsTalk to my digital avatar Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Eleven successful founders reveal their exact playbooks for 2026. Discover AI commerce strategies, slow content that converts, gamified loyalty tips, and community-first growth tactics. Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

After two layoffs forced him to launch a website design business, Rob Genovesi discovered the real differentiator was not design but strategy—a realization crystallized when a painting contractor's business exploded after receiving strategic brand work rather than just a website. His genuine breakthrough came when he dismantled his corporate mask and rebuilt his entire identity around authentic values. Rob's critical distinction reveals that before any social media presence or visibility strategy matters, you must complete deep internal strategic work—defining mission, vision, core values, ideal clients, and authentic positioning. His radical insight cuts through paralysis: when you build a strong brand according to your authentic values, competition becomes irrelevant because you've created an entirely different playing field where no one else can compete—not because they're weaker, but because they're not playing your game. Rob Genovesi's mission democratizes brand strategy by proving it's not reserved for corporations but available to anyone willing to do genuine self-work and show up authentically. Get the raw truth about what it takes to build a strong brand with a complimentary copy of Rob's new book: Don't Fear The Brand: The Art of Building a Strong Brand That Attracts here. For the accessible version of the podcast, go to our Ziotag gallery.We're happy you're here! Like the pod?Support the podcast and receive discounts from our sponsors: https://yourbrandamplified.codeadx.me/Leave a rating and review on your favorite platformFollow @yourbrandamplified on the socialsTalk to my digital avatar Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

MANSCAPED, the men's grooming brand that pioneered below-the-belt care, sold out its first product in two weeks and scaled to $300 million in just three years. Founder Paul Tran shares how rapid iteration, customer feedback, and a razor-sharp focus turned a taboo idea into a global brand.For more on MANSCAPED and show notes click here Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Learn more about Karen and buy your prosperity pillow at: https://www.americanprosperitypillow.com/https://www.tiktok.com/@americanprosperitypillowhttps://www.linkedin.com/in/homefrosting/Show Notes:

While every non-alcoholic brand is shouting Dry January, Recess is telling you to quit. Literally. Joining us is Ben Witte, CEO and co-founder of the #1 mocktail brand, to unpack a provocative new campaign that swaps all-or-nothing resolutions for something far more realistic: balance. From a bold manifesto to a full-page New York Times ad timed for “Quitter's Day,” Ben explains why going against the seasonal grain isn't risky—it's exactly why Recess is winning. What You'll Learn in This Episode Why moderation—not elimination—is the real shift happening in drinking culture How going against category conventions can create sharper brand differentiation What most brands get wrong about Dry January and behavior change How narrative-driven branding builds permission to expand into new categories Why “do the unexpected” is more than a creative idea—it's a leadership strategy Episode Chapters (00:00) Why Recess Is Telling People to Quit (01:00) The Myth of Sober Curious and the Rise of Moderation (04:30) Why Dry January Is Losing Relevance (06:45) Anti-Perfectionism as Brand Strategy (09:45) The Hidden Downsides of Rules and Streaks (13:00) Naming, Narrative, and Building Red Bull for Relaxation (18:00) Knowing When to Push Against Conventional Wisdom (25:00) Brands That Make Us Smile About Ben Witte Ben Witte is the CEO and co-founder of Recess, a leading functional beverage company built around the idea of calm, balance, and taking a break from modern stress. Coming from a Silicon Valley background rather than traditional CPG, Ben has consistently challenged category norms—shifting the conversation from sobriety to moderation and from ingredients to outcomes. Under his leadership, Recess has grown into a category-defining brand spanning mocktails, mood drinks, and relaxation-focused products sold nationwide. What Brand Has Made Ben Smile Recently? Ben points to a Thanksgiving campaign from Tito's Handmade Vodka that flipped the familiar “Turkey Trot” on its head with the idea of a “Turkey Rot”—leaning into cultural truth with humor and self-awareness. The campaign stood out by inverting expectations, tapping into real behavior, and reminding us that the best brand moments often come from saying the quiet part out loud. Resources & Links Check out the Recess website and their Amazon store. Recess on Amazon: https://www.amazon.com/recess Connect with Ben Witte on LinkedIn and X. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

B2B Brand Strategy for Enterprise Sales: How Brand Opens Doors Marketing Can'tMost B2B marketing never reaches enterprise decision-makers.This episode shows why brand is the bridge sales actually needs.In this session from our Full Circle conference, we're joined by Ari Yablok, Head of Brand at Island.Ari breaks down how brand becomes the permission slip that lets sales into rooms traditional marketing can't access.We unpack why enterprise executives ignore most marketing, why big promises backfire, and how positioning, personality, and story create trust before the first sales call.This isn't about logos or colours.It's about building a B2B brand strategy that makes enterprise buyers lean in instead of tune out. Tune in and learn:+ Why enterprise buyers are sceptical by default+ How brand positioning creates real differentiation+ How story and personality shorten sales cycles If you're selling to senior decision-makers and struggling to get attention, this episode shows why brand isn't optional.It's the door-opener. -----------------------------------------------------

In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola's Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You'll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you're curious how other billion-dollar brands are driving growth in today's market, I've linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week

In this Omni Talk Retail episode, recorded live from NRF 2026 in New York, Emily Erusha-Hilleque, SVP of Private Brands at Macy's and an OmniStar of 2025, joins Anne Mezzenga and Chris Walton to discuss how private brands are becoming a core growth driver for modern retailers. Emily shares how Macy's is evolving its private brand portfolio to meet the needs of a multi generational, value conscious customer while delivering inspiration, quality, and relevance at scale. From filling white space across the brand matrix to launching new brands and elevating existing ones, this conversation explores what it takes to build private brands customers truly buy into. The discussion also covers how Macy's is using collaborations and experiential retail to create cultural moments, including the recent Inc. partnership with Christian Siriano, as well as how AI is supporting storytelling, personalization, and basket growth across Macy's private brand ecosystem. Key Topics covered: • Why private brands are central to Macy's long term growth strategy • How Macy's serves a multi generational and value conscious customer • The role of private brands in driving loyalty and lifetime value • How private brands fill white space across Macy's brand portfolio • Collaborations as a growth engine for private brands • The Inc. partnership with Christian Siriano and experiential retail moments • Making fashion and design more accessible through private brands • How AI supports brand storytelling, personalization, and selective selling • Raising basket size and customer engagement with private brands • What to expect from Macy's private brand strategy in 2026 Stay tuned to Omni Talk Retail for continued coverage from NRF 2026. #NRF2026 #PrivateBrands #RetailStrategy #RetailInnovation #RetailAI #CustomerExperience #Macys #OmniTalk

What if I told you that for every new dollar you've added to your marketing budget in the last two years, your actual impact on customers has gone down? Agility requires moving beyond the muscle memory of simply increasing ad spend. It demands a continuous reassessment of what truly connects with customers and a willingness to pivot creative strategy based on real-time cultural and emotional insights. Today, we're going to talk about a paradox that's likely keeping many marketing leaders up at night: the massive increase in global ad spend versus the startling drop in marketing impact. It's what Shutterstock's latest research calls the "impact gap," and we'll explore why the old playbook of just spending more is broken, and what the new drivers of success—like emotional connection, cultural relevance, and AI-powered personalization—actually look like in practice. To help me discuss this topic, I'd like to welcome, Allison Sitzman, Vice President of Brand Strategy at Shutterstock. About Allison Sitzman Drawing on over 20 years of experience, Allison Sitzman is a strategic marketing leader who helps brands navigate inflection points, translating customer insight into growth and differentiation. Allison leads Shutterstock's Brand Strategy organization, overseeing the global brand portfolio. She is responsible for defining and evolving Shutterstock's positioning, audience strategy, and brand architecture. Allison's leadership is focused on meaningful connection, business growth, and the consistent expression of the company's purpose to fuel great work. Beyond her marketing leadership, Allison is deeply committed to building inclusive, high-performing teams. She previously co-chaired Cox Automotive's women's employee resource group and now serves as co-executive sponsor of Shutterstock's LGBTQ+ employee resource group, advocating for belonging, empathy, and emotionally intelligent leadership across creative and marketing organizations. Allison Sitzman on LinkedIn: https://www.linkedin.com/in/allisonsitzman/ Resources Shutterstock: https://www.shutterstock.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In this solo episode of Building Unbreakable Brands, Meghan Lynch, CEO of Six-Point Strategy, takes on one of the most urgent (and misunderstood) questions facing family business leaders today: can you scale your brand with AI without losing what makes it real? Speaking directly to next-gen CEOs navigating legacy and leadership, Meghan shares two foundational principles that determine whether AI will dilute your brand or amplify it. This kicks off a special AI mini-series designed for business leaders at turning points. Plus, a guest appearance from her son Henry offers a next-gen perspective on what makes AI helpful, and where businesses often get it wrong.Key Topics DiscussedWhy AI often exposes weak brands instead of strengthening themHow a strong differentiation strategy turns AI into a competitive advantageThe critical role of brand structure, like voice, tone, and messaging guardrails, in helping AI scale your presence without diluting your identityReal-world examples of how family businesses can train custom GPTs to stay on-messageHow voice-of-customer systems fuel smarter, more consistent AI-generated contentA next-gen take on AI's limits and what it means to “use it wisely”Follow Meghan Lynch on LinkedInProduced by Six-Point Strategy Want to find out if your brand is ready for AI? Take Six-Point's free AI effectiveness assessment: ai-effectiveness-assessment.scoreapp.com

What if brand clarity is the difference between a beautiful website that nobody understands and a clear pathway that people actually follow? We sit down with Ellie Brown, a licensed professional counselor, author, and podcaster, to unpack how aligning faith and psychology—not hiding them—transformed her business, her confidence, and her results. Ellie shares the moment she stopped splitting identities and started speaking directly to people wrestling with shame, faith ambivalence, and the nagging question of why healing still feels out of reach.We walk through the practical shifts that made the biggest impact: defining a specific audience, building four simple content pillars, and reshaping a homepage around problems and solutions instead of vague inspiration. Ellie explains how clarity made consistency doable and how consistency made measurement meaningful. From Instagram engagement to email open rates, she now uses data as a compass, not a report card—doubling down on topics that resonate and gracefully letting go of what doesn't.You'll also hear about an ethical visibility win: a respectful client email series that simply named her resources—podcast, book, shame quiz, and the Better Way guide. The result wasn't pushy; it was supportive care beyond the therapy hour. Ellie then breaks down her Better Way framework—awareness, education and exploration, taking down defenses, transformation, establishing and empowering, and rising in resilience—and shows how it helps people move from surviving to thriving with both therapeutic depth and faith-integrated hope.If you're a clinician, creator, or founder who's tired of guessing at content and watching a “pretty” brand underperform, this conversation offers a practical roadmap. We cover audience definition, messaging, site structure, content strategy, and simple metrics you can track today. Listen, take notes, and then tell us your next move. If this helped, follow the show, share it with a friend who needs brand clarity, and leave a quick review so more people can find it.Read it HERE.Support the show

How Tom Aulet built Ergatta into a profitable fitness brand with $35M raised, gamified workouts, and lean, cost-effective growth.For more on Ergatta and show notes click here Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Ned Lampert is an unpretentious dude with a bag of big ideas. As the founder of Zero Ambition, a creative and strategy studio that works with Nike, Vans, Whole Foods, and a roster of other AAA brands, his job is to come up with culture-shifting campaigns that make customers laugh, cry, and do a little shimmy. Ned is also an avid fly fisherman, mountain bike rider, and backcountry skier. In this episode, we talked about how Ned got into advertising through the unlikely path of DJing parties, why that led him to New York, and where he finds inspiration today. (Spoiler: at the top of the Alpine mountains.) Oh, Ned is also behind Slick's For All, one of the fastest-growing intimacy brands redefining the category. He does so much, the bastard. If you dig this podcast, will you please leave a short review on Apple Podcasts? It takes less than 60 seconds and makes a difference when I drop to my knees and beg hard-to-get guests on the show. I read them all. You can watch this podcast on my YouTube channel and join my newsletter on Substack. It's glorious. My first book, ONE LAST QUESTION BEFORE YOU GO, is available to order today. Get full access to Kyle Thiermann at thiermann.substack.com/subscribe

In this powerful, no-fluff conversation, Dr. Alisa dives into a truth most entrepreneurs try to avoid: your business will never outgrow your mindset.This episode unpacks why branding is not about logos, colors, or aesthetics—but about identity, alignment, and ownership. When leaders skip the inner work, the business eventually stalls. When identity is clear, influence compounds.You'll hear real talk about:Why consistency—not motivation—is the real differentiatorHow entrepreneurs sabotage growth by expecting success to be easyThe mindset shift required to stop outsourcing responsibility for resultsWhy brand evolution must start at the identity level, not the surface levelHow value creation, service, and profit must coexist for sustainable impactThis episode is for founders, leaders, and creators who are done chasing shortcuts and ready to build something that lasts—from the inside out.

Harlem Candle Company founder Teri Johnson started pouring candles in her Harlem kitchen with no budget and no team—just a clear sense of purpose. That focus helped her turn handmade gifts into a nationally recognized brand rooted in culture, design, and storytelling. In this episode, she shares how she validated demand early, built trust online without samples, and made tough decisions to protect her peace and profits.For more on Harlem Candle Co and show notes click here Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.