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Nike’s back to its roots. Unilever just paid $1.5B for a soap brand. Cloudflare declared war on AI. Oh, and Pamela Anderson is suddenly a branding icon again.
Nike ditches lifestyle for core athleticismDr. Squatch and the billion-dollar soap gameCloudflare vs. AI crawlers — is the internet changing?Sainsbury’s market share surpriseCelebrity endorsements vs real influenceTesla’s fully driverless deliveryNASA streams on NetflixAnd the rise of an AI-generated rock band?
This week, Ben Kaplan and Tom Cain unpack the smartest (and strangest) marketing moves across the globe:Smart takes. Big brands. No fluff.
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This week on BRANDED Weekly, Ben Kaplan and Tom Cain dissect the marketing strategies hidden in world news, tech headlines, and viral campaigns.
Why did Iran give advance notice before launching missiles? Is Meta’s $100M talent grab a turning point in the AI arms race? Why did job site giants like CareerBuilder collapse? Plus, we debate scratch-and-sniff armpits as a marketing tool, the fall of PewDiePie, and the future of AI in law.
And yes, the Liver King might’ve tried to fight Joe Rogan.
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In this episode of BRANDED, Ben Kaplan and Tom Cain dive into the biggest business and culture stories of the week, blending serious insight with sharp wit.
They discuss Meta's aggressive push to poach OpenAI talent with $100M offers, the Trump family launching a gold-plated smartphone and mobile network, and why Airbus is feeling confident while Boeing flounders.
Plus, they explore the impact of rising tariffs on Hasbro’s workforce and Elon Musk’s relentless AI spending spree.
As always, the show ties in viral holidays, major birthdays, and whether Tom would board a pilotless plane.
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In this episode, Tom and Ben unpack the branding implications behind this week’s biggest business headlines.
They start with Apple’s latest developer conference and whether the company is still seen as an innovation leader or has shifted into incrementalism.
They also discuss a quirky new hold-music feature that Tom is excited about, and how Apple’s brand promise of “things just work” creates high stakes when launching new products.
They then shift to the protests in LA, examining how Trump’s political maneuvers reframe the Democratic brand—and whether brands should speak up or stay silent in politically charged moments. The conversation moves into the Musk–Trump fallout, including stock crashes, retaliation threats, and what it means for Tesla’s brand and Elon’s decision-making.Next, they dig into Mondelez's lawsuit against Aldi for Oreo copycats, highlighting how brand confusion can spark legal battles. From there, they analyze Warner Bros. Discovery’s decision to spin off streaming and cable units, the larger trend of strategic brand separation, and what it means for the media landscape.The episode closes with insights on global layoffs, the rise of the “AI economy,” how brands should handle internal messaging during cutbacks, and Alibaba’s new AI-driven virtual try-on feature—what it signals for fashion, e-commerce, and marketing creativity.
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Welcome to the new era of BRANDED. In this refreshed format, Ben Kaplan and Tom Cain team up weekly to break down the biggest stories in branding, marketing, tech, and business—with sharp takes, bold questions, and zero fluff.
Hailey Bieber sells her skincare brand for $1B—how attention became the most valuable currencyMeta signs a nuclear deal to power AI—literallyApple tries to reinvent itself with a major UI overhaul—but is it still innovative?Tesla’s global sales slump—what’s really going wrongSalesforce targets data dominance with a new acquisitionPlus: How generative AI is changing the job market and what it means for creators, marketers, and brands
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In this episode of Branded, Ben Kaplan sits down with Bridget Evans, the Global Head of Business Marketing at Spotify, to unpack the platform’s growing role as a multimedia advertising powerhouse. Bridget breaks down Spotify’s evolution from a primarily audio-based brand into a dynamic player in video advertising and podcast monetization.
Spotify’s strategic pivot to include more video-first experiences, including video podcasts, music videos, and lyric videos.The award-winning “Spreadbeats” B2B campaign that turned Excel spreadsheets into media channels to reach media buyers in unexpected ways.How Spotify is supporting mid-tier and micro-podcasters through the Spotify Partner Program and new monetization tools.The balance between owned/licensed content and supporting a broader creator economy.Why podcasting fosters deep engagement and trust, making it a unique advertising channel with powerful reach.The future of AI in audio, from content discovery to personalized playlists and DJ experiences.Bridget’s thoughts on data-driven marketing, brand storytelling, and why creative opportunities on Spotify are more expansive than ever.
They explore:Plus, Bridget shares the best career advice she ever got from Gary Vaynerchuk: “Don’t focus on being the first—focus on being the best or the most creative.”
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In this episode, we sit down with Meghann McNally, Chief Marketing Officer at Wrench Group, to explore how she’s transforming the home services industry through predictive analytics, local brand empowerment, and a bold growth mindset.
From leading digital disruption in traditionally offline sectors to integrating marketing with data science, Meghann shares her approach to building trust, scaling rapidly, and avoiding “one-size-fits-all” marketing traps.
Whether you're scaling a brand or trying to outpace competitors, this episode is packed with actionable insights on how to lead with both heart and hard numbers.
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Rand Fishkin—founder of Moz, cofounder of SparkToro, and now leading indie game studio Snackbar—joins us to talk about what it really takes to build a brand people care about.
From disrupting the SEO world to rethinking audience research, Rand shares how transparency, community, and a bit of rebellion have shaped every step of his journey.
We dig into why most marketers get audience targeting wrong, how SparkToro is fixing it, and what launching a video game has in common with startup life. Plus, Rand opens up about burnout, honesty in branding, and why Lost and Founder struck a nerve with so many entrepreneurs.
If you're in marketing, startups, or just like hearing from someone who tells it like it is—this one’s for you. -
In this episode of Branded, Ben Kaplan speaks with Jennie Platt, the Chief Marketing Officer of TD Bank US. With a career spanning American Express, Citi, and now TD, Jennie shares her unique perspective on how large financial institutions can remain genuinely connected with their customers.
She dives into TD's Unexpectedly Human brand promise, explaining how it’s more than just a tagline, it’s a company-wide commitment to understanding and anticipating customer needs. Jennie discusses the power of data-driven marketing, why personalization matters more than ever, and how TD is blending digital innovation with old-school human touch to redefine banking experiences.
From dog-friendly ATMs to real-time data insights, Jennie reveals the strategies behind TD's growth and how they're staying ahead in a rapidly evolving financial landscape. Whether you’re in marketing, finance, or just curious about how big brands build real connections, this episode is packed with insights you won’t want to miss. -
How do you scale a beloved burger brand without losing the heart that made it special?
In this episode of Branded, host Ben Kaplan speaks with Chris Dull, President and CEO of Freddy’s Frozen Custard & Steakburgers. Chris opens up about the balancing act of fast growth and genuine hospitality—sharing how Freddy’s has expanded into 37 states, reimagined its digital experience, and stayed laser-focused on franchisee success.
From caramelized steakburgers to post-pandemic innovation, this conversation dives into the power of brand consistency, listening to your guests, and creating “one-of-a-kind moments” in everyday life.
If you’re in branding, franchising, or just trying to grow something the right way—don’t miss this one. -
How does a global giant like IKEA stay affordable, sustainable, and deeply personal—all at once?
In this episode of Branded, host Ben Kaplan sits down with Belen Frau, a senior global leader at IKEA who’s helped shape the brand from the inside out. With over 20 years at the company, Belen shares how IKEA's democratic design philosophy drives everything from flat-packs to climate impact.From launching secondhand platforms to redefining what it means to be “for the many,” this is a masterclass in brand purpose, strategy, and resilience.
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What does it take to make a 150-year-old bank feel like a startup?
In this episode of Branded, host Ben Kaplan talks with Shruti Patel, Executive Vice President and Chief Product Officer for Business Banking at US Bank, about reinventing customer experience in one of the most regulated industries on the planet.
From AI-powered tools to embedded financial products, Shruti shares how US Bank is transforming the way it serves small businesses—while still staying grounded in trust, compliance, and community. It’s a conversation about balancing innovation with responsibility, and how big banks can stay nimble in a FinTech-first world. -
What do you ask a man who’s helped shape the future of both education and technology?
In this episode of Branded, host Ben Kaplan sits down with John Hennessy—former President of Stanford University and current Chairman of Alphabet (yes, the Google one)—for a rare conversation about leadership, innovation, and what it really takes to build something that lasts.
From founding tech companies to guiding the next generation of Silicon Valley leaders, Hennessy shares what separates good ideas from great ones, why humility beats hype, and how to stay grounded when you're building for the stratosphere.
This isn’t just a conversation about tech. It’s about legacy. -
In this episode of Branded, hosted by Ben Kaplan, we sit down with Camilla Matias, COO of Brex, to unpack the bold decisions, hard-earned lessons, and unconventional thinking behind one of FinTech’s most remarkable scale-ups.
How Brex went from “do everything” chaos to ruthless focusWhy scaling down was key to scaling upThe power of building your own infrastructure—and your own brandHow a Brazilian mindset shaped Brex’s adaptability and cultureWhat most leaders get wrong about growth, AI, and simplification
Camilla joined Brex when it was a scrappy startup solving one problem: helping fellow founders get access to corporate credit. Today, Brex is a global financial platform used by both startups and Fortune 500 giants.
We explore:Whether you're a founder, operator, marketer, or just obsessed with how great companies grow—this episode is packed with insights you don’t want to miss.
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In this powerful episode of BRANDED, host Ben Kaplan speaks with Maryam Banikarim—former Global CMO at Hyatt Hotels, co-founder of NYC Next, and the visionary behind The Longest Table.
Maryam shares her inspiring journey, navigating a non-linear career path defined by pivots, purpose, and resilience, ultimately becoming a passionate advocate for community-building in New York City.
Discover how Maryam leveraged purpose-driven leadership, brand storytelling, and authentic relationships to drive tangible impact.She emphasizes the importance of brands genuinely understanding and committing to their values, particularly during times of crisis, and provides valuable insights for marketers and leaders eager to foster meaningful community, loyalty, and brand strength.
Whether you're managing career transitions, seeking to fortify your brand, or striving to build enduring communities, this conversation offers indispensable advice from one of today's most influential leaders. -
Trust isn’t just a marketing buzzword—it’s the foundation of every successful brand. But how do you measure it? How do you build it? And how can businesses turn trust into a real competitive advantage?
Why trust scores matter more than you think—and how just a 0.1% increase can boost conversion rates by 8x The psychology of reviews—why customers actually trust a 4.8-star rating more than a perfect 5.0 The real impact of responding to customer feedback (even negative reviews can become your biggest asset!) How Trustpilot is shaping brand perception in industries like finance, insurance, and e-commerce The fine line between using reviews for marketing and ensuring authenticity
In this episode of Branded, host Ben Kaplan sits down with Dana Bodine, VP of Marketing at Trustpilot, to explore how brands can leverage customer reviews as more than just testimonials—they’re a powerful intelligence tool that shapes reputation, drives conversions, and builds long-term credibility.Ben and Dana dive into:If you’re in marketing, branding, or business growth, this episode is packed with actionable insights. Because in today’s world, trust isn’t just a nice-to-have—it’s a must-have.
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In this episode of Branded, Ben Kaplan sits down with Michael Costello, CEO of GNC, to unpack how a 90-year-old health and wellness brand is adapting to today’s fast-changing market.
Why in-store experiences still matter in an online-first world How GNC is using data and loyalty programs to better serve customers The biggest shifts in health and wellness trends right now The challenges of leading a legacy brand in a crowded market
With supplements available everywhere—from Amazon to your local grocery store—why would anyone still choose to shop at GNC? Michael shares how GNC is redefining its consumer experience, using data, personalization, and trust to set itself apart from the competition. He breaks down GNC’s Five C’s strategy, talks about what really matters to today’s customers, and explains how the brand is evolving without losing what made it successful in the first place.
Key topics include:Whether you’re into fitness, business, or just curious about how brands stay relevant, this conversation offers a fascinating inside look at the future of GNC—and what other companies can learn from it.
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Host Ben Kaplan sits down with Kathryn Bricken, the powerhouse behind Doughlicious, to uncover how she took her passion for baking from school events to Whole Foods shelves across the U.S. Kathryn shares the highs and lows of scaling a global brand, disrupting the frozen snack industry, and making bold moves in a competitive market.
But that’s not all—this episode also features insights from Liquid Death and Campbell’s, as we explore what it takes to build a brand that stands out. From shaking up the beverage world to reinventing legacy food giants, Ben Kaplan leads the conversation on innovation, strategy, and the art of brand disruption. -
Ben Kaplan sits down with Mark Bertolini, CEO of Oscar Health and former head of Aetna, to break down one of the biggest healthcare turnarounds in recent history.
Why Oscar’s original founders avoided hiring healthcare experts—and how that nearly doomed the company.How AI and large language models cut costs by 1400 basis points.The high-stakes reality of running a company that depends entirely on the U.S. government.His no-nonsense approach to leadership, from fixing broken businesses to out-negotiating industry giants like CVS.What most CEOs get wrong about running a business—and why courage and curiosity matter more than anything else.
Oscar Health was bleeding cash, fully dependent on the Affordable Care Act, and struggling to turn a profit. Within just 10 weeks, Mark uncovered $1.4 billion in hidden opportunities, restructured the business, and set it on a path to profitability for the first time ever.
In this episode, Mark reveals:This is a must-listen for anyone in business, tech, or leadership, as Mark and Ben break down what it really takes to transform an industry built to resist change.
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Healthcare marketing is evolving fast—legacy brands are fighting to stay relevant, disruptors are reshaping the industry, and consumers are more skeptical than ever. In this episode of Branded, host Ben Kaplan explores what it takes to stand out, build trust, and drive engagement in this competitive space.
We hear from Katelyn Watson, CMO of Talkspace, on how the company pivoted its brand and made virtual mental health care more accessible. Robert Krane, co-founder of Talkiatry, shares how he tackled one of the biggest challenges in psychiatry—access to care. And Pam Morrisroe of Breakthrough T1D discusses the nonprofit approach to building credibility and deepening audience trust.
From brand refreshes to social impact marketing, partnerships, and storytelling, this episode is packed with insights for anyone navigating the healthcare industry. Whether you're in marketing, healthcare, or brand strategy, this conversation delivers valuable lessons on standing out and making an impact. - Daha fazla göster
