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What happens when the host becomes the guest? Today, David Baldwin sits on the other side of the microphone to talk with Mitch Bennett, the ECD who took over creative duties for David, and Ashley Yetman, Co-CEO and head of strategy at Baldwin&, who recently bought the agency. Join us for a fun discussion about what it was like building three purpose-based brands, the power of creativity, and what retirement might look like for someone who can't stop creating things.
00:18 - David Intro
03:12 - David's Story/Podcast Purpose
09:20 - Balancing starting an agency with purpose
12:03 - David's Core Beliefs
14:31 - HB2 and Ponysaurus
20:31 - Creativity going forward
23:17 - Determining how to choose which idea comes next
26:54 - Stepping away and being held accountable
31:34 - How did you pull off the transition
https://www.baldwinand.com/
https://www.ponysaurusbrewing.com/
https://takeyourseat.co/ -
Mariah Eckhardt runs one of the coolest natural brands going, and one of the OG purpose brands at that. On today’s episode, we talk with Mariah about how running everything at Burt’s Bees – from PR and promotions to marketing and everything in between – has led her to know and live this brand, inside and out. She also talks about how their purpose drives everything they do, not just the communications.
00:18 - Mariah Intro
02:10 - Mariah's background
07:37 - Burt's Bees Mission
09:48 - How does Burt's Bees fit into the natural marketr
14:34 - Customer trust driving other products
16:29 - Who are Burt and Roxanne
22:34 - How does Burt live on now in the brand
24:28 - Other Iconography
26:10 - Conscious Beauty
31:31 - Where can the brand go that it hasn't and vice versa
37:28 - How did Burt's Bees influence Clorox
39:50 - Influencers and Social Media
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Bojangles is an iconic Southern brand with a storied past and some pretty famous fried chicken around these here parts. Today, Bojangles Restaurants CMO Jackie Woodward talks about what it’s like to market a brand that is entrenched in the South and to take it to greater heights than ever before. Give it a listen.
00:18 - Jackie Intro
01:21 - How Jackie got to Bojangles
04:20 - What is Bojangles
09:22 - Bojangles "Southern” branding
14:03 - Tailgating
16:32 - Telling the Bojangles brand story
19:05 - Tone of Voice
19:52 - Hard Sweet Tea
22:35 - Testing/Research
24:03 - Championing Women Executives
26:35 - Where to find Bojangles
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Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.
00:18 - Christa Intro
01:22 - Director of Purpose and Consumer Communication Role
02:34 - Path to this role
04:49 - Work/Life Balance
06:11 - Purpose defined by Butterball
12:42 - Iconography
13:22 - Challenges of being popular in specific seasons
16:37 - Turkey Talk Line
17:17 - Tone of Voice
18:29 - Branching outside of tukey
20:10 - Jimmy Fallon
22:11 - Influencers
26:17 - Driving the message for customers
27:28 - Where are you in driving the purpose throughout the entire organization
https://www.butterball.com/
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Philip Freeman is a walk-the-talk kinda guy in every aspect of his life. As the founder of Murphy's Naturals, he's building a company that brings natural mosquito repellents to the world that are good for you and good for the environment at the same time. They call their philosophy DOG – Do Others Good. Philip uses the Murphy's brand and mission to drive everything they do, and they're growing like crazy – so maybe give it a listen.
00:18 - Philip Intro
01:13 - Murphy the Dog
02:40 - How did your background lead you here
05:16 - Formulation
09:50 - B-Corp Status
13:49 - The Dog Philosophy
16:53 - Articulation of Brand's Purpose
18:51 - Driving Culture
22:01 - Company Traditions
23:48 - Getting customer onboard
28:47 - What are you most proud of at Murphys
29:41 - The Loading Dock
32:18 - How can people find you?
Additional Resources:
https://www.murphysnaturals.com/
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We’re talking education this week with Quinn O’Brien, CMO at Carnegie Learning, which is the leading brand for education tools and methods. Quinn brings his experience working on mega brands like IBM, Volkswagen, and Lenovo to the space where Carnegie is dedicated to helping teachers create more “Aha!" moments” for students. Quinn has a lot of marketing wisdom, give him a listen.
00:18 - Quinn Intro
02:14 - Journey to current position
05:26 - Lenovo and IBM
10:47 - How did those experiences leave a stamp on you
15:27 - Unpacking Carnegie's offerings
23:09 - Carnegie Mission
25:46 - Biggest challenges
27:27 - What role do the parents play
29:14 - How do you advertise most effectively
30:30 - Brand Articulation
33:22 - The future of learning
35:54 - Tone of Voice
41:18 - Being an objective voice in education
https://www.carnegielearning.com/
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Join us for an inspiring conversation with Christopher Symmes, Director of Marketing at Unilever where he manages their dressings line, including Hellmann’s, Sir Kensington’s, and Maille. Christopher is a living, breathing adherent to Brand Purpose and showing how it can drive your business – not just your advertising – to foster growth and create change. In fact, sometimes Brand Purpose isn’t part of the advertising at all.
00:18 - Christopher Intro
01:18 - What brought you to Unilever
06:50 - How do you define brand purpose and how does that fit at Unilever
13:17 - Super Bowl Commercials / Brie and Ham
18:56 - Does the purpose of food waste live outside of Hellman's within Unilever
19:54 - Does every Unilever brand have a social good component
22:26 - Customer feedback
25:21 - Other adjacent brands and their purposes
29:25 - How does your personal purpose manifest itself professionally
34:18 - Googling Hellmans Food Waste
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Brilliant decisions, a great culture, and really smart people are the reason Best Buy has thrived during the great migration to e-commerce. That and smart people like Bruce Bildsten. Bruce has built a world class in-house agency and now produces work as good as any you can find in the biz. In today’s episode, he talks about what makes a great in-house agency, creative person, and brand.
00:18 - Bruce Intro
02:02 - Moving out of the "Silver Age" and going in-house
05:47 - What are the challenges of moving in-house
10:40 - Is it possible to have the same type of career if you're in-house
16:23 - Best Buy's comeback
20:33 - Articulation of Purpose
25:42 - Brand Iconography
27:18 - Tone of Voice Articulation
29:03 - What have you learned being on the inside at Best Buy that you would take back to the agency world
32:29 - BMW Films
37:23 - Should you get the warranty?
37:46 - What Best Buy work should people check out?
https://bestbuy.box.com/s/kiii5k51j21r29apuwt9yc5uviqlbmtw -
How good are you when it comes to listening? Matty Wishnow believes it's one of the keys to growing a company and, in particular, to accelerating a startup's success and efficiency. Today I talk to Matty about his book, "Listening for Growth," it’s a great read about lessons he’s learned and the plan forward he developed for launching his three successful startups. A must-read for anyone thinking of starting their own company.
00:18 - Matty Intro
01:45 - Starting your first company
03:58 - How do you define growth
08:38 - The pressure to grow disrupting the company
10:09 - Epiphany leading to changes in entrepreneurship
13:31 - GPS (Goals, Problems, Solutions)
16:00 - Pentagon tool
20:53 - How do you institutionalize this mindset within a company
23:04 - Definition of “Listening"
25:58 - Experiments and Hypotheses
30:00 - When did you implement GPS with your companies
33:48 - The business you didn't start
36:47 - Past Prime Podcast
39:49 - How can people find you
https://www.mattywishnow.com/
https://www.linkedin.com/in/mattywish/ -
On this week’s episode, we take another look at excellence in B2B marketing with our guest Emma Powers, Executive Director of Enterprise Marketing at Comcast Business. Emma has had a ringside seat for some massive changes in technology over the years, including the BlackBerry and IBM's Watson. And, during our conversation, she talks about how to bring a human touch to B2B marketing. Give it a listen.
00:18 - Emma Intro
01:29 - Emma's background
04:10 - Beginnings of AI
06:51 - AI as a creative revolution
08:11 - AI at Comcast Business
10:17 - What drew you to Comcast
11:22 - How do you approach B2B marketing
14:59 - What have you learned as technology changes so fast
17:47 - How is Comcast showing up in the world
20:37 - What do the customers rely on Comcast for
22:32 - The human touch
23:25 - Advice to other B2B marketers
25:57 - Where can you find more about Comcast Business
Additional Resources:
https://www.linkedin.com/in/emmapowers/
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On today’s episode, we welcome Amy Merrill. When it comes to brands leading the way in using what they do to create social change, Amy and her brand, Plan C, are the real deal. Amy talks about the opportunities and challenges Plan C has found in providing information and access to women who’ve been deprived of their personal choice. Branding, social mission, and creativity collide in a fascinating conversation.
00:24 - Amy Intro
01:35 - Amy's Story
14:41 - Making world changes in a capitalistic society
17:49 - How did Plan C come about?
24:47 - US background compared to other countries
30:02 - Complexities of working with each state
36:50 - Bigger goal for the company
44:44 - How do you get the message out via the brand
47:43 - Does "C" have another meaning
51:01 - Formerly Alien
54:27 - How can you find Amy and Plan C
Additional Resources:Amy Merrill
https://www.eyesopendesign.com/about
https://www.linkedin.com/in/amyjmerrill/
instagram.com/amyjmerrillPlan C
https://www.plancpills.org/
instagram.com/plancpillsFormerly Alien
https://www.formerlyalien.com/
Formerly Alien on Spotify
instagram.com/formerlyalienThe NYT podcast Amy referenced on the story of how abortion became a politically conservative issue:https://www.nytimes.com/2022/05/07/podcasts/the-daily/roe-v-wade-supreme-court-jane-roe.html
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It's not often you get to talk to someone who is transforming the music industry but that’s exactly what Garland Brown, CEO and founder of Swaye for Music, is doing. Garland describes how his super cool company lets fans support the artists they love while putting musicians in charge of the music they create. Talk about a powerful mission – check it out!
00:18 - Garland Intro
01:15 - America's "Techiest” Lawyer
03:52 - What is Swaye?
07:36 - How does it work for independent artists?
10:54 - Where does Swaye "live”?
12:47 - What does this do for streaming partners?
14:49 - What is the music industry excited about this?
22:25 - How does it work for an artist who signs up
24:42 - Brand mission
32:15 - How can you find Swaye?
Additional Resources:
https://swaye.com/
https://www.linkedin.com/in/garlandb/ -
Every now and then, we’re going to replay your favorite episodes. This one features Andy Pearson, VP of Creative at Liquid Death. Andy talks about how to grow a business using creativity as a fame builder and how to turn a startup into a category dominator.
00:32 - Andy Intro
01:39 - Andy's story
04:20 - Journey of Liquid Death
11:22 - Plastic in the environment
12:16 - Purpose Brand
14:52 - Traditional Brand Work prior to the product
18:00 - Articulation
25:14 - What is too far?
26:02 - Using agencies
29:31 - Using the first idea
31:22 - Creating Briefs
33:30 - Business ethos
37:17 - Hiring creative in house
39:29 - What advice do you give start ups?
43:51 - What's next for Liquid Death
Additional Resources:
https://liquiddeath.com/ -
Today’s episode is a doozy. We’re featuring Mike Watson: technologist, marketer, entrepreneur. The man was on the team that invented Bluetooth, of all things. Now he’s turning his acumen to the spirits category as president of Lonerider Spirits, which is new on the scene of spirits but sure to make noise with Mike in charge.
00:18 - Mike Intro
01:22 - How does a Tech and Bluetooth background lead to Spirits
03:54 - Origin of Lonerider Spirits
05:01 - Decision to move from beer to spirits
07:51 - How do you make your brand stand out on the shelf
12:31 - What are the challenges for being known for the Lonerider Brewery
12:58 - Beer only drinkers vs Spirits only drinkers
16:09 - How did you gain the expertise to make whiskey
17:28 - Lonerider sub-brands
21:22 - Driving penetration
24:22 - Tone of Voice
25:36 - How do you use measurements
27:48 - Marketing specific cocktails and using influencers
29:42 - How did Covid affect Lonerider
31:25 - Sober curious movement
39:16 - What's next for Lonerider
https://loneriderspirits.com/
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Today we welcome Tara Sahu, VP, Head of Integrated Marketing at Varo Bank. Tara talks about Varo's mission to democratize financial power and create a world where that power is no longer a privilege – providing access for over 100 million underbanked people. When was the last time you were inspired by a bank? Today. Today is the answer. Give it a listen.
00:18 - Tara Intro
02:05 - Journey to where you are now
10:11 - Varo Bank Charter
13:14 - Trust with online banking
14:48 - Varo Mission Statement
18:56 - History of income equality in banking space
22:49 - Definition of Underbanked and Unbanked
24:19 - Varo ideal customer
27:21 - How does Varo make money
28:42 - Getting people to switch to Varo
30:04 - Purchase Funnel
34:38 - Diversity moving from Coke to Fintech
37:09 - How does the brand drive the culture
38:31 - What keeps you up at night
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Would you look at that, our 50th episode. While that ain’t nothing but a thing, we do have a doozy for you this time, an episode about the impact of AI. Few creative people in the ad industry know AI the way George Tannenbaum does. Considering his long stint working with Watson at IBM, who better to engage in a thoughtful discussion about the effects and ramifications of AI? As usual, George says things you should listen to – so listen here.
00:18 - George Intro
02:57 - George's thoughts on AI
04:29 - George's AI Experience
07:44 - Gutenberg Press
09:10 - Has the Smartphone changed us
13:05 - What does AI do well
15:29 - AI and Economic Pull
26:49 - Curating the bottom but creating the top
30:32 - 10 year AI ad projection
35:11 - Behaviors affecting brands
38:33 - AI and churn
45:56 - Showing companies and value and downfall of AI
https://georgeco.de/
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In this episode of Brands In Action, we welcome Will Burns, CEO and Founder of Ideasicle X, to talk about creativity and, more specifically, how to generate a ton of ideas that will solve a problem for you. Ideasicle X’s philosophy is “Nothing is Unthinkable,” and Will tells you all about the platform and how it can transform your work.
00:18 - Will Intro
01:58 - Ghosts
2:57 - How your experience led to the creation of Ideasicle
9:59 - How does Ideasicle work
12:32 - How does Ideasicle work with people
15:22 - Crowdsourcing
16:45 - How do you put a team together
17:55 - Brainstorming doesn't work
21:04 - Bad ideas leading to good ones
24:25 - Is Ideasicle a product or brand?
28:19 - Where else can Ideasicle go
32:57 - Where does AI fit into this platform
35:52 - Creativity as a force versus a resource
39:30 - What's next for Ideasicle
42:08 - Who plays Will Burns in the movie
https://www.ideasiclex.com/
https://www.linkedin.com/in/williamoburns/
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Yeesh, when you talk about clients who understand how to build a brand through great work, you’ll undoubtedly bring up Melissa Waters, CMO of Upwork. Melissa talks about how Upwork is leading the way in the “new work awakening” and telling those stories with some of the best advertising of the year, their “This is how we work now” campaign…okay, the Zombie CEO campaign. If you haven’t seen it, you’ll want to.
00:18 - Melissa Intro
02:04 - Journey to Upwork
05:42 - Upwork Mission
08:47 - Does Upwork drive the industry or fill the need
12:41 - Covid affecting strategy
15:38 - Empathy with your customer
20:22 - Company culture in a remote workforce
23:21 - Global layoffs bringing opportunity to Upwork
26:02 - Smart advertising
37:39 - What needed to change at Upwork when you arrived
39:51 - Tone of voice
44:27 - Where can you find Upwork
https://www.upwork.com/howwework
https://www.linkedin.com/in/melissawaters/
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Welcome to the Best of Brands in Action. Today we’re replaying our most popular episode of 2022 with our guest Joey Manfre from Fender Guitars. Joey talks about keeping the flame alive to take one of America’s most iconic brands into the future. Happy holidays everyone.
00:33 - Joey Intro
01:45 - How did you get to Fender?
05:51 - Being mission driven
08:23 - Fender culture
11:43 - Intimidation to start working for Fender
13:23 - Response to "Guitar is Dead”
18:35 - Influencers
22:43 - Mission of Fender
24:39 - How does Fender support artists
33:07 - Genre stories in marketing communication
37:48 - Fender Brand ID
41:05 - New Fender guitar
42:40 - Imitations
44:11 - Tone of Voice
46:21 - What knowledge would you take with you to former self
47:31 - How can you find Fender
https://www.linkedin.com/in/joey-manfre-10218612/https://www.fender.com/en-US/start
https://www.facebook.com/Fender/
https://twitter.com/Fender
https://www.instagram.com/fender/
https://www.youtube.com/user/fendermusical
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Not everyone gets to climb a mountain twice. Almost 20 years ago, Chris Knott built a brand called Peter Millar working out of his closet, turning it into a global force in the process. And now he’s doing it again with his new partners at johnnie-O. Chris talks about how his merchandising knowledge and his sense of design come together to help him make very special things.
00:18 - Chris Intro
01:33 - How Chris got here
07:03 – johnnie-O Style
10:12 - Distribution Strategy
13:46 - Label vs Brand
16:03 - Brand Articulation
20:16 - Near Luxury Casual
22:52 - Is the SoCal lifestyle aspirational everywhere?
25:38 - Value
32:33 - Who plays Chris Knott in the movie?
33:55 - Where can you find johnnie-O?
https://www.johnnie-o.com/
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