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Modern marketing didn't emerge because of a new platform, a new tool, or even AI.
It was created by three major shifts in consumer behavior: how people find information, who they trust when they find it, and how identity shapes the decisions they make.
Most brands are in the thick of adapting to the first two.
They're rebuilding workflows around AI marketing. They're adjusting to changing search behavior. They're investing in creators, communities, and new trust-building strategies.
But many brands are still missing the third shift.
In this episode, we explore the three forces that created modern marketing and why identity has become the missing layer in many marketing strategy, growth marketing, customer acquisition, customer experience, and brand growth efforts.
You'll learn:
The three shifts that created modern marketing
Why AI, search, and discovery changed the marketing playbook
How customer trust moved from institutions and brands to creators, communities, and peers
Why identity influences trust, discovery, and purchase decisions more than most brands realize
The hidden cost of using an outdated picture of your customer
How to make it easier for consumers to answer the question: "Is this for someone like me?"
Because identity isn't downstream of trust and discovery.
It drives both.
And until brands adapt to that reality, much of what they've built around AI, search, creators, and community will continue operating below its full potential.
If you're a marketing leader, growth strategist, brand builder, or business owner trying to understand what modern marketing, consumer behavior, and marketing strategy require today, this episode is for you.
Email Sonia: [email protected]
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ -
Modern marketing is changing faster than many brands are prepared for.
Multicultural, multigenerational, and other underrepresented communities are increasingly driving category growth — yet many brands are still using outdated marketing playbooks that weren’t built to serve those customers well.
In this episode, Sonia Thompson introduces the Growth Readiness Map — a modern marketing framework designed to help brands identify where they are today, why some brands see growth compound while others fall behind, and what foundational work needs to happen before identity-relevant growth can scale successfully.
You’ll learn:
The difference between general-market and identity-relevant marketing
Why many brands are activating before they’re organizationally ready
The four stages of the Growth Readiness Map: Default, Build, Gamble, and Compounding
Why some brands build trust with growth communities — while others create friction without realizing it
How customer friction quietly limits growth, loyalty, and marketing ROI
Why the most important growth work often happens behind the scenes before campaigns ever launch
How modern brands can build the trust and customer intimacy required for sustained, compounding growth
This episode is for CMOs, brand leaders, growth marketers, agency leaders, and business strategists trying to understand what modern marketing actually requires in a market increasingly shaped by growth communities.
Because the brands that win aren’t just doing more marketing.
They’re doing the right work in the right order.
Get in touch with Sonia: [email protected] -
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Most brands still think growth audiences are a segment. But multicultural and multigenerational consumers are increasingly the market — and brands that fail to recognize that are misallocating their marketing spend in ways that cost them ROI, trust, and market share.
In this episode, Sonia Thompson sits down with Amani Duncan, CEO of MyCode and award-winning agency Remezcla, to unpack why so many brands are still investing against an outdated picture of today’s customer — and how that disconnect impacts marketing effectiveness, media efficiency, and long-term growth.
Together, they explore why inclusive brands outperform their peers in growth and loyalty, how outdated “general market” thinking leads to inefficient media allocation, why performative marketing erodes consumer trust, and what it really takes to authentically connect with the audiences driving modern growth.
They also discuss:
why Gen X and multicultural consumers are often overlooked despite enormous buying power,
how customer intimacy and cultural insight improve marketing ROI,
why “growth audiences are the pie” — not a carve-out strategy,
and how the right strategic partners help brands stop wasting spend and start investing where growth is actually happening.
If you work in growth marketing, brand strategy, media, advertising, customer experience, or consumer insights, this episode will challenge how you think about today’s market — and where your marketing investment is really going.
MyCode Media - www.mycodemedia.com
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Email Sonia: [email protected] -
Why do inclusive brands grow faster — and why are so many companies still struggling to capture that growth?
In this episode of the Frictionless Growth Marketing Podcast, Sonia sits down with Asha Shivaji and Jason Klein of SeeMe Index to break down the data behind modern brand growth — and what it reveals about the future of marketing.
Using data from the 2026 Beauty Inclusivity Index, a global UN/Oxford-backed analysis, and AI-powered identity measurement across 700+ identity dimensions, this episode explores why brands that market more inclusively are outperforming competitors in growth, loyalty, and long-term relevance.
The numbers are hard to ignore:
Inclusive brands are growing 1.8x faster
Inclusive advertising drives 16% higher long-term sales
Loyalty increases by 15%
Brands that fail to adapt risk long-term irrelevance
But this episode goes beyond the data.
We unpack:
Why traditional audience segmentation and “melting pot” marketing strategies are failing
How brands unintentionally create friction that pushes customers away
The hidden cost of underrepresentation in advertising and customer experience
Why consumers keep a “mental scorecard” of how brands show up over time
What the SeeMe Index reveals about skin tone representation, age visibility, LGBTQ+ support, and identity gaps in beauty marketing
Why customer experience must match the promise communicated in marketing
How brands can use data to replace fear with clarity
What it actually means to build a mosaic marketing strategy
If you work in:
growth marketing
brand strategy
customer experience
multicultural marketing
inclusive marketing
consumer insights
audience segmentation
brand leadership
…this episode will fundamentally change how you think about modern brand growth.
Because the brands winning today aren’t trying to market to everyone the same way.
They’re building brands that specific communities can clearly see themselves in — and designing experiences that reinforce that belonging consistently over time.
SeeMe Index Beauty Index: https://www.seemeindex.ai/beauty
Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/ -
How community drives brand growth—and why it only works when it’s built into the customer experience.
In this episode of the Frictionless Growth Marketing Podcast, I sit down with Carolina Moraes, Chief Marketing Officer at Zumba, to break down how one of the most recognized global fitness brands has turned community into a powerful growth engine over 25 years.
But here’s the nuance most brands miss:
Community isn’t something you create. It’s something you earn.
And it only forms when the customer experience is designed in a way that makes people feel like your brand was built for someone like them.
From a growth marketing perspective, this episode explores what it really takes to drive sustainable brand growth, retention, and loyalty through community.
We get into:
Why community marketing strategy often falls short—and what actually makes it work
How customer experience design drives retention, loyalty, and word of mouth
The difference between building a brand community and simply creating a container for engagement
How Zumba equips instructors to deliver a consistent, inclusive experience at scale
Why representation isn’t just a marketing tactic—it’s an experience design principle
The signal that you’ve built real community (hint: it happens without you)
What most brands overlook about community as a growth lever
If you’re focused on growth marketing, brand growth, customer retention, and building a community that actually lasts, this episode will change how you think about what it takes.
Because the brands that win don’t build community first.
They design experiences people want to belong to—and community becomes the outcome.
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Email Sonia: [email protected]
Episode 203: Relevance Over Reach: The Growth Marketing Playbook for 2026 (Dense Bean Salad Girl Case Study)
Listen on Apple Podcasts - https://podcasts.apple.com/us/podcast/203-relevance-over-reach-the-growth-marketing/id1604907821?i=1000750520486
Listen on Spotify - https://open.spotify.com/episode/3ZqA02lYQjliJX8S9U5yAy?si=9e980f38c2214882 -
Most buyer personas look complete — but they’re missing a critical layer.
And that gap shows up everywhere in your marketing.
In this episode, we break down how incomplete buyer personas impact growth marketing performance — including brand growth, customer acquisition, and conversion — using real-world examples and real consumer reactions.
Because when your personas don’t fully reflect the people you want to serve, your marketing sends the wrong signals — and your ideal customers quietly opt out.
This is a growth marketing problem — not just a messaging issue.
You’ll see how small decisions — from imagery and language to user experience — create friction that limits performance across your entire customer journey.
And more importantly, you’ll learn how to identify where your personas are falling short — and what to do to fix them so your growth marketing actually performs the way it should.
In this episode:
How incomplete buyer personas show up in your marketing
Why small decisions send powerful signals to customers
Real examples of missed conversions and lost customers
How personas impact your growth marketing strategy
A simple way to identify and fix persona gaps
If this episode made you realize there may be gaps in your personas, the next step is to identify exactly where your marketing is creating friction.
That’s what the Friction Finder Growth Audit is designed to do.
Learn more: frictionlessgrowthlab.com/frictionfinder or email me at [email protected] -
If you’ve ever thought, “our personas are fine” — you’re not alone.
This episode takes a closer look at why many buyer personas don’t work as well as they should — and how that gap can impact your growth marketing, customer acquisition, and conversion rates.
From “our product is for everyone” to “this won’t move the needle” to “we don’t have the resources” — these are common responses when it comes to evolving your target audience strategy.
But they can also mask a deeper issue that’s preventing your marketing from reaching — and converting — the customers you actually want to serve.
In this episode, we break down 8 of the most common objections — and what’s actually happening behind each one:
"Our personas are performing fine”
“Our product is for everyone”
“Our customers don’t care about identity”
“This is niche / DEI”
“This won’t move the needle”
“We tested our messaging and it worked”
“We don’t have the resources”
“How would we actually implement this?”
At the center of all of it is one question your customers are asking — whether you realize it or not:
“Is this for someone like me?”
When your marketing doesn’t answer that clearly, customers don’t push back — they simply don’t move forward.
And when that happens at scale, it directly impacts your brand growth and customer acquisition performance.
This episode will help you see where that gap may exist — and what to do about it.
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Email Sonia: Sonia at Soniaethompson.com -
Most buyer personas are incomplete—and that’s why your growth marketing strategy, audience targeting, and conversion efforts aren’t delivering the growth you expect.
In this episode, we break down why incomplete buyer personas are shrinking your total addressable market (TAM)—and what to do about it to unlock brand growth.
If your brand feels like it’s doing everything right—strong campaigns, clear messaging, solid targeting—but your growth marketing efforts aren’t scaling the way they should, the problem may not be your channels or creative. It may be your personas.
You’ll learn:
Why most buyer personas and customer personas are missing a critical layer
How incomplete personas impact conversion rates, customer acquisition, and growth
The difference between a “melting pot” vs. “mosaic” approach to audience segmentation
How to add identity layers to your existing personas to improve marketing performance
When to create identity-specific personas instead—and how to know the difference
How identity influences messaging, positioning, and feature prioritization
How incomplete personas limit growth marketing performance and brand growth potential
Why brands lose customers without ever realizing it—and how to fix it
We’ll walk through real-world examples and a step-by-step approach you can use to make your personas more complete—so more of your ideal customers see themselves in your brand and choose to move forward.
Because when identity shows up in your personas, it shows up in your marketing.
And when it shows up in your marketing—more customers convert, and your brand growth accelerates.
Get the Frictionless Growth Lab Newsletter - www.frictionlessgrowthlab.com/newsletter
Friction Finder Growth Audit -https://www.frictionlessgrowthlab.com/frictionfinder/
Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ -
Buyer personas are one of the core inputs into your growth marketing strategy — shaping your customer acquisition, creative, campaigns, and customer experience.
But for many brands, those personas are incomplete.
And when your buyer personas are incomplete, everything built on top of them underperforms — from your marketing campaigns to your conversion rates.
If your marketing isn’t performing at the level it should — the issue may not be your channels or your tactics.
It may be your personas.
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ -
Customer acquisition is getting more expensive — and less effective.
CAC is rising. Paid channels are delivering diminishing returns. And many brands are investing more into growth marketing without seeing proportional results.
But the problem isn’t your channels.
It’s how your customer acquisition strategy is built.
Most customer acquisition strategies rely on traditional models — awareness, consideration, conversion — or growth marketing frameworks like AAARRR. And while these models aren’t wrong, they’re incomplete.
They assume customers evaluate options rationally.
But behavioral science shows that’s not how people actually make decisions.
Customers decide quickly, using mental shortcuts — and one of the most powerful is identity:
Is this for someone like me?
In this episode, we break down:
Why most customer acquisition strategies are underperforming
The hidden flaw in traditional growth marketing frameworks
How identity shapes customer decision-making and conversion
Why brands lose customers before the funnel even begins
The difference between “melting pot” and “mosaic” marketing
How to reduce friction and improve conversion across your customer journey
Real examples from brands like Netflix, Toyota, Walmart, and more
If you want to improve conversion, lower CAC, and drive sustainable brand growth, your growth marketing strategy needs to align with how customers actually see themselves — and how their brains make decisions.
Because customer acquisition doesn’t start with your funnel.
It starts with your "who."
Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/
Frictionless Growth Roadmapping Session: https://www.frictionlessgrowthlab.com/roadmapping/
Email Sonia: [email protected] -
Most brand growth strategies are built for customers who carefully evaluate their options.
But behavioral science shows that’s not how people actually make decisions.
Customers’ brains are wired to conserve energy, rely on shortcuts, and decide quickly. And when your brand strategy and customer experience don’t align with that process, it creates friction — the kind that quietly reduces conversions, weakens engagement, and slows growth.
In this episode, you’ll learn:
How System 1 and System 2 thinking shape customer behavior
Why customer experience friction often starts in the brain — not the funnel
How the brain uses shortcuts like social proof, familiarity, and identity cues
Why “people like me” signals are critical to brand growth and customer acquisition
How marketers misinterpret performance when customers don’t respond immediately
Why effort, relevance, and cultural understanding drive stronger customer loyalty
And how misalignment between your growth marketing strategy and how customers actually think is costing you more than you realize
If you want to improve conversion, strengthen customer relationships, and drive sustainable brand growth, you need to work with your customers’ brains — not against them.
Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/
Nudge Podcast - https://www.nudgepodcast.com/
Phil Agnew on LinkedIn - https://www.linkedin.com/in/phill-agnew/ -
How do you design customer experiences that work for everyone when friction isn't the same for everyone? Allyson Witherspoon, Chief Marketing Officer at Nissan, reveals how customer experience has become a core growth strategy—and why most brands are getting it wrong.
In this episode, you'll learn how to remove friction for different consumer needs by designing around context and identity. Allyson shares how Nissan creates flexible entry points (like their Rogue hybrid lineup) that address different friction points within the same demographic—from range anxiety to charging concerns to environmental priorities.
You'll discover:
Why customer experience is now central to the CMO role and business growth
How to design tight core experiences with flexible entry points based on consumer context
The difference between proximity and research when building authentic customer experiences
How internal friction in your organization creates friction for your customers
Why consumers ask their ecosystems for answers—and how to show up there
The role identity plays in shaping what "frictionless" means for different people
Plus, hear from Victoria Lozano, CMO of Crayola, on building brand ecosystems that meet consumers where they are—through products, experiences, and content.
Last week, we explored why general market strategies hurt brand growth with Myles Worthington. This week, discover how to serve mass market audiences by infusing identity into every touchpoint of the customer experience. Together, these episodes show the complete picture: marketing strategy that resonates + customer experience that converts = frictionless growth.
Learn more about the Frictionless Growth Marketing Framework and take the 2-minute friction diagnostic at www.frictionlessgrowthlab.com/quiz.
Mentioned in this episode:
Episode 204. Why Most Growth Strategies Underperform -- And the 7C Growth Marketing Framework That Fixes Them | Apple Podcasts - https://podcasts.apple.com/us/podcast/204-why-most-growth-strategies-underperform-and-the/id1604907821?i=1000751786391 | Spotify - https://open.spotify.com/episode/6FMUMdRYqlYPgeYMj18ZlX?si=ce51361d637042d6
Episode 205. General Market Strategies Are Hurting Your Brand Growth. What Smart Brands Are Doing Instead (feat. Myles Worthington) | Apple Podcasts - https://podcasts.apple.com/us/podcast/205-general-market-strategies-are-hurting-your-brand/id1604907821?i=1000753667740| Spotify - https://open.spotify.com/episode/003AwA9cDBM1ZbbrKI4P5s?si=277765cc0e884ca0
Episode 198. The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy & Customer Acquisition Case Study | Apple Podcasts - https://podcasts.apple.com/us/podcast/198-the-growth-strategy-behind-crayolas-global/id1604907821?i=1000745298692 | Spotify - https://open.spotify.com/episode/3troj0jlYzfBkZ115hERyO?si=0660ab8855ee4398 -
General market marketing is limiting your brand growth. Here's what the data actually shows—and what smart brands are doing instead.
Myles Worthington (CEO, WORTHI; former Netflix Head of Global Audiences) breaks down why identity-based customer segmentation drives better conversion rates and sustainable growth than traditional mass marketing approaches.
In this growth marketing strategy session, discover:
The mosaic vs. melting pot framework: why preserving customer identity increases market reach
How to build marketing infrastructure (not one-off campaigns) for customer loyalty
Real examples: Netflix's Con Todo, Bumble's Love Letters to Black Women, Google's Gemini strategy
Why $7 trillion in buying power goes untapped with general market strategies
The authenticity equation: customer intimacy + cultural fluency = brand growth
If you're a CMO or growth marketer looking to improve customer acquisition and conversion rate optimization through better customer segmentation—this episode delivers the playbook.
What's slowing your brand's growth? Take the quiz: www.frictionlessgrowthlab.com/quiz
Find Myles: worthi.com
Myles on LinkedIn: https://www.linkedin.com/in/mylestw/ -
Many growth marketing strategies underperform because they’re built on incomplete foundations.
Despite better data, better tools, and endless optimization, brand growth and customer acquisition feel harder than they should. Campaigns convert — but they don’t compound. Customer experience improves — but loyalty stalls. Personalization gets sharper — but relevance feels thinner.
In this episode, I break down why.
You’ll learn why modern growth strategy often misses critical structural elements — and I introduce the 7C Growth Marketing Framework, a model designed to strengthen the foundation of your growth marketing system.
We’ll explore:
The hidden gaps causing growth strategies to underperform
Why optimizing tactics without fixing structure limits customer acquisition
How trust, identity, and customer experience shape buying decisions
The seven elements inside the 7C framework — and how they work together
What it takes to build a brand growth strategy that compounds over time
This isn’t about hacks, trends, or short-term lifts.
It’s about rebuilding growth strategy so it reflects how real people evaluate brands today — and designing a marketing system strong enough to scale.
Take the quiz: What's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz -
What if your growth problem isn’t performance — it’s relevance?
In this episode, I break down what Dense Bean Salad Girl’s rise to 3 million followers and 125,000 subscribers reveals about how growth marketing actually works in 2026.
No paid ads.
No massive media budget.
No interruptive campaigns.
Instead, Violet Witchell entered a conversation already happening — about protein, fiber, affordability, and meal prep — and made herself genuinely useful.
Her story reveals four shifts reshaping brand growth and customer acquisition today:
• Enter the conversation already happening in your customer’s mind
• Build trust in the margins — not just through campaigns
• Design for identity without othering anyone
• Recognize that your best marketers aren’t on your payroll
If you’re a CMO or brand leader wondering why:
– Customer acquisition costs are rising
– Campaign performance feels harder to sustain
– Discovery has fragmented
– “General market” messaging isn’t landing
This episode explains what’s changed — and what the new growth marketing playbook requires.
Because in 2026, growth doesn’t come from being louder.
It comes from being more relevant.
What's slowing your brand's growth? www.frictionlessgrowthlab.com/quiz
Violet's substack: https://violetcooks.substack.com/
Violet's TikTok: https://www.tiktok.com/@violetwitchel
Violet's Instagram: https://www.instagram.com/violetwitchel/?hl=en -
When Bad Bunny took the stage at the Super Bowl Halftime Show, it wasn’t just a performance — it was a masterclass in modern brand growth.
In this episode, we break down why Bad Bunny’s halftime show resonated so deeply with audiences — and what brand leaders, CMOs, and growth marketers should learn from it.
Because this wasn’t just about music. It was about:
Cultural relevance
Identity-driven marketing
Audience intimacy
And building brands that reflect the communities they serve
Too many brands chase growth through scale alone. But Bad Bunny’s moment on one of the world’s biggest stages revealed something more powerful: growth today belongs to brands that understand culture, represent real people, and remove friction between identity and experience.
If you’re a marketing leader navigating:
Slowing ROI
Fragmented audiences
The limits of traditional growth marketing
Or the tension between scale and relevance
This episode will show you why cultural alignment — not just campaign optimization — is the blueprint for brand growth today.
What's slowing your brand's growth? Take the quick assessment to find out (and what to do next): www.frictionlessgrowthlab.com/quiz -
Growth marketing was built on continuous improvement — experiment, optimize, compound.
But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder.
That’s not a discipline problem.
It’s a growth marketing model problem.
In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape.
Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores:
Why growth marketing optimization is breaking down despite best practices
How scale without intention creates friction across the funnel
Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue
Why relevance — not reach alone — is now critical to sustainable growth
How an identity-layered approach helps growth compound again
This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today.
If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now.
Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz
Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/
How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/ -
Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process.
In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture.
Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking.
This episode breaks down:
Why identity shapes how customers decide what’s “for someone like me”
How general market marketing quietly creates friction and lost sales
Why asking customers to adapt is no longer a neutral choice
And how integrating identity completes personalization — instead of complicating it
If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it.
Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz -
Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore.
In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat.
From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today.
If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in.
Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz
Also mentioned in this episode:
Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/ -
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 - Mehr anzeigen
