Brands In Action

David Baldwin / Baldwin&, Ponysaurus Brewing

podcast@baldwinand.com (David Baldwin, Mitch Bennett, Ashley Yetman) — Tue, 3 Oct 2023 04:00:00 +0000

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 / Burt's Bees

podcast@baldwinand.com (Mariah Eckhardt, David Baldwin) — Tue, 5 Sep 2023 04:00:00 +0000

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

Jackie Woodward / Bojangles

podcast@baldwinand.com (Jackie Woodward, David Baldwin) — Tue, 22 Aug 2023 04:00:00 +0000

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

Christa Leupen / Butterball

podcast@baldwinand.com (Christa Leupen, David Baldwin) — Tue, 8 Aug 2023 04:00:00 +0000

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/

Philip Freeman / Murphy's Naturals

podcast@baldwinand.com (Philip Freeman, David Baldwin) — Tue, 25 Jul 2023 04:00:00 +0000

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/

Quinn O’Brien / Carnegie Learning

podcast@baldwinand.com (Quinn O’Brien, David Baldwin) — Tue, 11 Jul 2023 04:00:00 +0000

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/

Christopher Symmes / Unilever

podcast@baldwinand.com (Christopher Symmes, David Baldwin) — Tue, 20 Jun 2023 04:00:00 +0000

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

Bruce Bildsten / Best Buy

podcast@baldwinand.com (Bruce Bildsten, David Baldwin) — Tue, 6 Jun 2023 04:00:00 +0000

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

Matty Wishnow / Listening for Growth

podcast@baldwinand.com (Matty Wishnow, David Baldwin) — Thu, 18 May 2023 04:00:00 +0000

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/

Emma Powers / Comcast

podcast@baldwinand.com (Emma Powers, David Baldwin) — Thu, 4 May 2023 04:00:00 +0000

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/

Amy Merrill / Plan C

podcast@baldwinand.com (Amy Merrill, David Baldwin) — Thu, 20 Apr 2023 04:00:00 +0000

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/amyjmerrill

Plan C

https://www.plancpills.org/
instagram.com/plancpills

Formerly Alien

https://www.formerlyalien.com/
Formerly Alien on Spotify
instagram.com/formerlyalien

The 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

Garland Brown / Swaye for Music

podcast@baldwinand.com (Garland Brown, David Baldwin) — Thu, 6 Apr 2023 04:00:00 +0000

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/

Best of BIA - Andy Pearson / Liquid Death

podcast@baldwinand.com (Andy Pearson, David Baldwin) — Thu, 23 Mar 2023 04:00:00 +0000

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/

Mike Watson / Lonerider Spirits

podcast@baldwinand.com (Mike Watson, David Baldwin) — Thu, 9 Mar 2023 05:00:00 +0000

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/

Tara Sahu / Varo Bank

podcast@baldwinand.com (Tara Sahu, David Baldwin) — Thu, 23 Feb 2023 05:00:00 +0000

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

George Tannenbaum / GeorgeCo

podcast@baldwinand.com (George Tannenbaum, David Baldwin) — Thu, 9 Feb 2023 05:00:00 +0000

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/

Will Burns / Ideasicle X

podcast@baldwinand.com (Will Burns, David Baldwin) — Thu, 26 Jan 2023 05:00:00 +0000

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/

Melissa Waters / Upwork

podcast@baldwinand.com (Melissa Waters, David Baldwin) — Thu, 12 Jan 2023 05:00:00 +0000

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/

Best of BIA - Joey Manfre / Fender

podcast@baldwinand.com (David Baldwin, Joey Manfre) — Thu, 15 Dec 2022 05:00:00 +0000

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

Chris Knott / johnnie-O

podcast@baldwinand.com (David Baldwin) — Thu, 1 Dec 2022 05:00:00 +0000

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/

Brett McCoy / Huck Cycles

podcast@baldwinand.com (Brett McCoy, David Baldwin) — Thu, 17 Nov 2022 05:00:00 +0000

You wanna talk grit? In our latest episode of Brands in Action, Brett McCoy, CEO and founder of Huck Cycles, talks about how his career in the Army, client-side marketing, and agency strategy has prepared him to become the founder of a hybrid electric motorcycle startup. Their mission is to bring manufacturing back to the U.S. and maybe change the way you get to work.

00:18 - Brett Intro

01:24 - The journey to Huck

02:30 - What did you learn in the army to become a better marketer

03:07 - The Huck Story

06:00 - Mission of the company

07:15 - Barriers to manufacturing in USA

07:45 - Brand driving your organization

09:55 - How has it worked getting into the E category

13:28 - Customer Base

15:27 - Adding to product line

16:50 - Women in customer base

17:06 - Bolts vs Welding

18:24 - Repairs

19:02 - Design Inspiration

20:35 - Brand behaviors within the company

22:26 - Brand Articulation

23:59 - Tone of Voice

27:06 - What price do you pay starting a business while working full time

30:16 - Importance of life experience plus paycheck

31:51 - How can you find Huck

https://www.linkedin.com/in/brettmccoy/

https://huckcycles.com/

Ian Walker / Hippie Snacks

podcast@baldwinand.com (Ian Walker, David Baldwin) — Thu, 3 Nov 2022 04:00:00 +0000

Can you imagine having the guts to start a food company when you’re only 25? Ian Walker and a friend did just that to create Canada’s largest organic bulk foods distributor. And now they have an amazing brand called Hippie Snacks, a better-for-you, plant-based food that’s sold all over the place. In this BIA episode, Ian talks about how leading with their values has been a key ingredient in their success.

00:18 - Ian Intro

01:50 - Journey of starting a food distribution company at 25

05:49 - Original Brand

08:36 - What ties your different brands together?

10:48 - Articulation of purpose

16:41 - Real food movement

20:28 - Articulation of Hippie Snacks

26:32 - Could Hippie Snacks exist with a copacker

29:41 - How are you fostering employee development

34:11 - How does the brand focus on social relevancy

38:30 - What advice would you give to a new CEO

39:47 - Who plays Ian Walker in the movie?

https://www.hippiesnacks.com/

https://www.linkedin.com/in/ian-walker-a8725318/

Leigh Day / Red Hat

podcast@baldwinand.com (Leigh Day, David Baldwin) — Thu, 20 Oct 2022 04:00:00 +0000

Leah Day, CMO of Red Hat, joined the company over 20 years ago and has worked through many different roles on her way to the top. She talks about the company’s journey: From open source rebel-brand, dead set on bringing down the big players, to becoming the leader in the open source movement by making coopetition a superpower. Give it a listen.

00:18 - Leigh Intro

02:12 - Evolution of Red Hat

03:57 - Linux Vs. Unix

05:53 - Journey to becoming CMO of Red Hat

07:44 - Marketing through the digital experience

08:49 - Brand Values

13:35 - Rebellion to Cooperation

15:15 - Team dynamics

18:54 - Design voice

22:38 - How Covid affected remote work

26:12 - Red Hat and internal communication

27:51 - How do you drive awarement

30:48 - Red Hat Summit

33:11 - Lightning Round of Questions

https://www.redhat.com/

https://www.linkedin.com/in/leigh-cantrell-day-8436312/

Melissa Katrincic / Durham Distillery (Part Two)

podcast@baldwinand.com (David Baldwin, Melissa Katrincic) — Thu, 6 Oct 2022 04:00:00 +0000

Here’s part two of our interview with Melissa Katrincic, founder and CEO of Durham Distillery, known for producing one of the best gins anywhere. Don’t just take our word for it, their Conniption Gin’s win all the prizes everywhere they go. But building a world class Gin isn’t all Juniper and Coriander, it’s a tough business. Join us as Melissa talks about the rise of this great brand.

00:30 - Kinship

09:46 - The Tito's factor

12:43 - Women in the gin industry

24:18 - Celebrity brands

27:23 - What magical thing do you want to happen with Durham Distillery

https://durhamdistillery.com/
https://www.linkedin.com/in/melissagreenkatrincic/

Melissa Katrincic / Durham Distillery (Part One)

podcast@baldwinand.com (Melissa Katrincic, David Baldwin) — Thu, 22 Sep 2022 04:00:00 +0000

Today’s episode of Brands in Action is part one with our guest Melissa Katrincic from Durham Distillery. We hear how Melissa is building an empire from out of this little distillery in Durham, NC. She and her husband started from absolutely nothing and have built one of the finest gins in the world.

00:18 - Melissa Intro

02:06 - Origin Story

09:3 - Entrepreuners and actually doing it

15:42 - Covid Taskforce

19:19 - Making the product feel big with design

23:38 - What makes gin "gin”?

31:06 - How do you educate about gin via messaging

32:34 - Differences in types of gins and how that relates to messaging

36:27 - Categorization in gin competition

https://durhamdistillery.com/
https://www.linkedin.com/in/melissagreenkatrincic/

Kevin Swanepoel / One Club

podcast@baldwinand.com (Kevin Swanepoel, David Baldwin) — Thu, 8 Sep 2022 04:00:00 +0000

Kevin runs one of the biggest brands in advertising: Advertising. As CEO of the One Club for Creativity he manages a big swath of the Awards Industry itself. Kevin talks about how the One Club is much different from many other bigger awards shows because it’s a nonprofit and is driving education and diversity as much as the creative conversation. They’re making a huge difference in the industry. Lend it an ear.

00:18 - Kevin Intro

02:06 - History of The One Club

04:19 - What Makes The One Club different?

09:54 - What is the mission for The One Club?

13:50 - Cannes

19:47 - Purpose Brand

25:13 - Trends of the amount of money spent on award submissions

29:52 - Scam Policy

35:57 - The One School and education

40:36 - The One Club in 5 years

43:26 - Uniqueness of The One Club

https://www.linkedin.com/in/kevinswanepoel/

https://www.oneclub.org

Hannah Magnan / Bandwidth

podcast@baldwinand.com (Hannah Magnan, David Baldwin) — Thu, 25 Aug 2022 04:00:00 +0000

One of the most powerful things about a brands purpose is how, when it’s well articulated, it can drive everything the company does. Marketing is only one aspect. On today’s episode Hannah Magnan from Bandwidth, tells how the ethos within the walls of the company informs everything they do, top to bottom and side to side. Give it a listen.

00:18 - Hannah Intro

02:16 - Creativity is the ultimate competitive advantage

04:28 - Story of Bandwidth and how you got there

08:12 - Navigating the world of acronyms in B2B

13:52 - Tone of voice

19:21 - Purpose Brand

21:35 - “Bandmates"

32:32 - Culture

35:31 - What will the brand not do

38:03 - If Bandwidth was a Pinterest board

42:10 - Internal Structure

https://www.linkedin.com/in/hmagnan/

https://www.bandwidth.com

https://www.linkedin.com/company/bandwidth-inc/

https://twitter.com/bandwidth

https://www.youtube.com/user/bandwidth

https://github.com/bandwidth/

Jeremy Jones / Mailchimp

podcast@baldwinand.com (Jeremy Jones, David Baldwin) — Thu, 11 Aug 2022 04:00:00 +0000

Jeremy Jones and his team are building a full service agency inside of Mailchimp, and they’re doing work any ad agency would love to have done. On this week’s episode, Jeremy talks about his career and how MailChimp uses their brand to drive everything they do.

00:18 - Jeremy Intro

01:34 - Doing work with soul

03:58 - How did you get to Mailchimp

05:52 - Story of Mailchimp

07:56 - Mailchimp Magic

09:39 - Empowering the underdog

10:32 - Small business vs Large enterprise

14:19 - How does Mailchimp fit into Intuit world

15:59 - Brand Articulation

19:58 - Importance of design

22:28 - Design & Tone of Voice

25:22- Wynk

26:22 - Dream project

27:22 - Bringing creative dreams into your role

32:44 - Keeping creatives motivated

34:08 - Purpose

https://www.linkedin.com/in/jeremyejones/

https://mailchimp.com

https://www.facebook.com/mailchimp/

https://twitter.com/Mailchimp

https://www.instagram.com/mailchimp/

https://www.linkedin.com/company/intuitmailchimp/

https://www.youtube.com/user/Mailchimp

https://www.pinterest.com/mailchimp/

Joey Manfre / Fender

podcast@baldwinand.com (Joey Manfre, David Baldwin) — Thu, 28 Jul 2022 04:00:00 +0000

Joey Manfre leads creative for Fender Musical Instruments, one of the coolest and most iconic brands in the world (OK, maybe one of the coolest brands in the history of brands). Joey talks about Fender turning the quarantine into an advantage, working with artists to take the brand into new places, and generally how Fender fits in popular culture.

00:18 - Joey Intro

01:30 - How did you get to Fender?

05:36 - Being mission driven

08:08 - Fender culture

11:28 - Intimidation to start working for Fender

13:08 - Response to "Guitar is Dead”

18:20 - Influencers

22:28 - Mission of Fender

24:24 - How does Fender support artists

32:51 - Genre stories in marketing communication

37:33 - Fender Brand ID

40:49 - New Fender guitar

42:25 - Imitations

43:55 - Tone of Voice

46:06 - What knowledge would you take with you to former self

47:16 - 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

Andy Pearson / Liquid Death

podcast@baldwinand.com (Andy Pearson, David Baldwin) — Thu, 14 Jul 2022 04:00:00 +0000

If there’s a more courageous brand out there right now, we don’t know it. Liquid Death is succeeding by overturning all the category norms and driving not only customers but advocates. They do it by going to 100 on everything they do – if it’s them, they do it and they do it well. Andy Pearson, VP of Creative, tells us what they’re up to and how they look at what a brand is.

00:18 - Andy Intro

01:25 - Andy's story

04:05 - Journey of Liquid Death

11:08 - Plastic in the environment

12:01 - Purpose Brand

14:37 - Traditional Brand Work prior to the product

17:36 - Articulation

24:59 - What is too far?

25:47 - Using agencies

29:17 - Using the first idea

31:07 - Creating Briefs

33:15 - Business ethos

37:03 - Hiring creative in house

39:15 - What advice do you give start ups?

43:36 - What's next for Liquid Death

https://liquiddeath.com/

https://www.instagram.com/liquiddeath/

https://www.tiktok.com/@liquiddeath

https://www.youtube.com/channel/UCpRMG5MU1RurWtdiRFtPyvQ

Shawn Linam / Qwaltec

podcast@baldwinand.com (Shawn Linam, David Baldwin) — Thu, 30 Jun 2022 04:00:00 +0000

It’s not often that you find a company whose mission is to make a difference on the planet and off. But this week, we get to hear from Shawn Linam, CEO of Qwaltec – a company helping the aerospace industry do just that. Shawn talks about being a woman in a male-dominated category and how Qwaltec looks at marketing a mission that’s bigger than most.

00:18 - Shawn Intro

01:30 - Story of Qwaltec

04:42 - AX1 Launch

05:56 - Qwaltec mission

08:47 - Brand Strategy

11:01 - Advice for working with branding companies

13:13 - Product Planning and Strategy

15:25 - How has privatization affected the business

21:28 - Personal brand within the larger brand

23:00 - Being a woman in a male dominated industry

27:09 - STEM for females

30:25 - Plans for the next few years

32:04 - Commercialization and margins

33:06 - Creative Team

33:38 - Where can you find Qwaltec

https://www.qwaltec.com/

https://www.linkedin.com/company/qwaltec/

https://www.facebook.com/qwaltec/

https://twitter.com/qwaltec

Jenny Bonchak / Slingshot Coffee (Part Two)

podcast@baldwinand.com (David Baldwin, Jenny Bonchak) — Thu, 16 Jun 2022 12:45:00 +0000

Here’s part two of our discussion with Jenny Bonchak, Founder of Slingshot Coffee Co/Needs & Wants. In this episode, Jenny talks about her newest brand – a line of sparkling superfruit teas called Needs & Wants – as well as the pitfalls of brand purpose, the importance of commitment to craft, and, oh yeah, social media. We’ve said it before and we’ll say it again: Jenny is the epitome of humanity in the world of entrepreneurs.

00:18 - Part 2 Intro

00:32 - Where purpose can go wrong

01:04 - What does Community mean?

06:13 - Goal of beverage

13:07 - Needs and Wants Design

17:37 - Commitment to Craft

21:04 - Needs & Wants - The Brand

25:17 - Big P Purpose

34:31 - How do you drive trial?

36:23 - How do you use social media?

39:07 - Where can you find Slingshot?

https://slingshotcoffee.com/

https://www.instagram.com/slingshotcoffee/

https://www.facebook.com/SlingshotCoffeeCompany/

https://twitter.com/slingshotcoffee

Jenny Bonchak / Slingshot Coffee (Part One)

podcast@baldwinand.com (David Baldwin, Jenny Bonchak) — Thu, 2 Jun 2022 12:15:00 +0000

If you’re interested in seeing how passion turns into an incredibly diverse set of brands in just a decade, then this episode is the one for you. Jenny Bonchak, Founder of Slingshot Coffee Co/Needs & Wants, talks about the company’s journey from kitchen table idea to emerging as a force in the category. So much so, they’re now expanding into new ones. Jenny is the epitome of humanity in the world of entrepreneurs.

00:18 - Jenny Intro

01:35 - How does it feel to watch how Slingshot has grown?

04:03 - The story of Slingshot

11:14 - Hustle Culture with Entrepreneurs

12:06 - LinkedIn

20:55 - Loneliness that comes with being a company founder

21:59 - Pioneers in Entrepreneurship

29:52 - Do you think of yourself as a Purpose Brand?

https://slingshotcoffee.com/

https://www.instagram.com/slingshotcoffee/

https://www.facebook.com/SlingshotCoffeeCompany/

https://twitter.com/slingshotcoffee

Stuart Redsun / WM

podcast@baldwinand.com (David Baldwin, Stuart Redsun) — Thu, 19 May 2022 04:00:00 +0000

You might not think of a waste management company as a leading Purpose Brand but if that’s true you don’t know about WM, a company dedicated to a more sustainable tomorrow. Today we talk to Stu Redsun, Vice President of Brand & Marketing for WM, who is leading the charge to get their story out.

00:18 - Stu Intro

03:32 - How did you get to WM?

08:06 - How does name change play into where the brand is going?

10:34 - “Big P” brand

11:52 - Consumer & B2B

14:16 - How do you use the brand within each channel of business?

14:57 - Importance of brand purpose living within the company?

17:31 - What messaging do new employees get at WM?

19:18 - Has purpose brand led into other categories?

21:09 - Overcoming perceptions

23:34 - How much does imaging limit or power the company?

24:45 - What are you trying to measure?

26:44 - Circular Economy

28:22 - Recycling right

31:02 - Tone of voice

32:20 - Look and feel

34:16 - What is WM celebrating in five years

35:10 - How can people find out more about WM?

https://www.wm.com/

https://www.linkedin.com/company/waste-management/

https://www.facebook.com/WasteManagement/

https://www.instagram.com/wastemanagement/

https://twitter.com/WasteManagement

https://www.youtube.com/user/wastemanagement

Robert Lund / Studio TBD

podcast@baldwinand.com (David Baldwin, Robert Lund) — Thu, 5 May 2022 04:00:00 +0000

What do NFT’s, Crypto, DAO’s, the Tokenomy and Web 3.0 have to do with a new line of Cannabis infused drinks? Everything. Find out in today’s latest episode featuring Robert Lund, co-founder and Chief Creative at Studio TBD, a company bringing Web 3.0 to life across a number of businesses.

00:18 - Robert Intro

01:34 - How Studio TBD came to be

09:11 - Did you bring brand training into Studio TBD?

14:57 - How do you create a mainstream brand?

18:34 - Web3

28:37 - Creating an Enterprise/Brands

32:24 - Storytelling

33:59 - TBD Brand/Product

41:02 - How do you tell story within brand?

44:46 - Where do you get TBD?

45:18 - Conversation on evolution of internet

51:30 - How can you find out about Studio TBD?

https://studio-tbd.io/

https://studio-tbd.io/tokens/Launchpad2.0byStudioTBD.pdf

Priscilla Johnson / EcoBellus

podcast@baldwinand.com (David Baldwin, Priscilla Johnson) — Thu, 21 Apr 2022 04:00:00 +0000

We hear a lot about bravery in our industry but rarely do we see it in action like we do with Priscilla Johnson. Brands come from all sort of interesting places and experiences, but Priscilla faced down a global corporation who tried to falsify their environmental data and paid a huge personal price. One of the amazing outcomes of the experience was EcoBellus, a sustainable cleaning products company that is trying to change the equation in the industry.

00:18 - Dr. Intro

01:20 - Journey to EcoBellus

14:33 - What does EcoBellus do?

16:33 - What does the name EcoBellus mean?

20:12 - Toxicity in endocrine system

22:22 - Articulation of brand

23:48 - EcoBellus values

28:41 - Product Formulation

32:28 - Perception of natural ingredients

35:03 - Getting sample product out

35:45 - Marketing to drive product

36:48 - How much of the brand is Dr. Priscilla?

39:00 - Brand changes from EcoDaisy to EcoBellus

41:04 - If EcoBellus was a Pinterest board

41:14 - EcoBellus in five years

41:43 - Where can you find Ecobellus?

https://www.linkedin.com/in/priskainc/
https://ecodaisyusa.com/
https://www.facebook.com/ecodaisyusa/
https://www.instagram.com/ecodaisyusa/?hl=en

Randy Ramsey / Jarrett Bay

podcast@baldwinand.com (David Baldwin, Randy Ramsey) — Thu, 7 Apr 2022 04:00:00 +0000

Our first truly luxury goods episode, Randy Ramsey co-founded Jarrett Bay custom boats when he was 18 and his positive impact and outlook has gone in every direction on everything he touches. If you want to hear “paying it forward” in action, this is the episode for you.

00:18 - Randy Intro

02:08 - How did Jarrett Bay start?

07:58 - Boat building cycle

10:14 - Collaboration

11:03 - Scaling the business

13:49 - Boat repairs

15:24 - Brand articulation

16:54 - Furniture line

18:28 - Jeff Burton’s boat

19:03 - Sun Communities acquirement

23:40 - Marketing

24:33 - Measuring ROI

26:28 - Accidental boat builder

28:45 - Company’s values

30:23 - Dream build

31:03 - Educating others

33:49 - What keeps you up at night

34:43 - The next five years

https://www.jarrettbay.com

https://www.facebook.com/JarrettBayBoatworks/

https://twitter.com/JarrettBay

https://www.youtube.com/c/jarrettbay

https://www.instagram.com/jarrettbay/

Steve Luttmann / Hercules Mulligan

podcast@baldwinand.com (David Baldwin, Steve Luttmann) — Thu, 10 Mar 2022 05:00:00 +0000

On today’s #BrandsInAction #podcast episode, we welcome Steve Luttmann, a serial innovator and entrepreneur. Maybe it’s because Steve has the rules down from his time in the traditional packaged goods space that he’s found ways to break them into pieces to create so many amazing brands in the spirits category over the last few decades. His newest, Hercules Mulligan, is another hit 🥃

00:18 - Steve Intro

01:53 - Journey to Hercules Mulligan

03:35 - Who was Hercules Mulligan?

08:01 - What category is the drink in?

10:15 - What did you bring from packaged goods background?

11:50 - Brand look and feel

15:13 - Brand articulation

15:41 - Tone of voice

17:02 - Distribution with Flaviar

18:52 - How are you driving awareness?

20:42 - How bartenders/mixologists are serving it

22:10 - Covid affecting business

23:22 - What does the brand stand for?

24:22 - Small p purpose brand

25:40 - Using influencers

26:50 - Work with Sephina

28:46 - Work with Betty Buzz

29:59 - What else are you working on?

32:08 - What’s next for Hercules Mulligan?

33:07 - Where can you find Hercules Mulligan?

https://www.linkedin.com/in/steveluttmann/

https://www.herculesmulligancompany.com

https://www.instagram.com/herculesmulligancompany/

https://twitter.com/HMulliganCo

https://www.facebook.com/HerculesMulliganCompany

https://www.linkedin.com/company/hercules-mulligan-company/

Jon Schlesinger / Hidden Valley Ranch

podcast@baldwinand.com (David Baldwin, Jon Schlesinger) — Thu, 24 Feb 2022 13:30:00 +0000

Today we welcome Jon Schlesinger, Vice President and General Manager, Hidden Valley Ranch at the Clorox company. Jon talks about taking a storied brand into new categories and new possibilities by listening to culture and even helping to shape it a bit. Jon is one of the smartest marketing minds we’ve ever worked with on a previous client, we always learn a lot from him. You will too.

00:18 - Jon Intro

02:03 - How do you manage all the specific brands under the Clorox umbrella?

03:55 - What adjustments were made from Clorox to food?

06:12 - Story behind Hidden Valley Ranch

08:10 - How ranch has become so popular

11:24 - How much has HVR contributed to market change?

13:23 - How has Covid affected business?

17:04 - Brand awareness

17:55 - Where are the dollars focused?

19:59 - How has the branding evolved?

21:32 - Iconography

22:57 - If HVR was a Pinterest board

23:45 - Where is HVR in the spectrum of purpose brands?

26:21 - How do you stay relevant in culture?

29:23 - Traditional marketing

30:26 - What have you learned from Burt’s Bees?

34:19 - What’s next for HVR?

35:11- Is there anything that scares you?

36:33 - Where can you find HVR?

https://www.hiddenvalley.com

https://www.instagram.com/hidden.valley/

https://www.youtube.com/user/hiddenvalleyveggies

https://twitter.com/HVRanch

https://www.pinterest.com/hvranch/

https://www.facebook.com/hiddenvalley

Steve Malik / NCFC

podcast@baldwinand.com (David Baldwin, Stephen Malik) — Thu, 10 Feb 2022 05:00:00 +0000

In our first episode featuring a sports marketer, we have an incredible one. Stephen Malik is the driving force behind the North Carolina Football Club, the largest youth to pro soccer club in the country. With multiple teams, properties, and world class players, the organization manages multiples brands. It doesn’t hurt that The Courage has already won two back-to-back championships in its first two years. And with all they’ve accomplished, they’ve only just begun.

00:18 - Steve Intro

01:55 - How did you get into soccer? (Note: I just went with soccer the whole time.. the first questions were actually stated as futbol, and then soccer was later used so I kept the notes consistent)

03:52 - Strength of North Carolina in soccer

05:25 - Organization chart from youth to pro

13:08 - Championships

14:55 - How did Covid affect the team

18:08 - How do you think about all the different soccer brands under the umbrella

25:11 - Team name change to The Courage

27:12 - How “North Carolina” plays into the design

30:18 - Building onto the brand

31:17 - Brand purpose

36:50 - What’s next for NCFC

39:14 - How did healthcare and soccer grow together

44:22 - How can you find NCFC/Steve

https://www.linkedin.com/in/stephen-malik-45840/

https://www.nccourage.com

http://facebook.com/thenccourage

http://twitter.com/thenccourage

http://instagram.com/thenccourage

https://www.youtube.com/channel/UC6A1Ay5UQhpBM5iyB6Y-oBg

https://www.northcarolinafc.com

http://www.facebook.com/NorthCarolinaFC/

http://www.twitter.com/NorthCarolinaFC

http://www.instagram.com/NorthCarolinaFC

Melisse Shaban / Virtue Labs

podcast@baldwinand.com (Melisse Shaban, David Baldwin) — Thu, 27 Jan 2022 05:00:00 +0000

In a category marked by over-promises, Melisse Shaban CEO of Virtue Labs, has created something that truly delivers. Virtue’s hair care line is just different because of, well, a miracle ingredient. You heard us, a miracle ingredient. In our latest episode, Melisse talks about creating the company, the products, and the brand from scratch and building it for the long haul.

00:18 - Melisse Intro

00:56 - Origins of Virtue

05:11 - Why is human keratin better

07:53 - How is original technology being used

08:15 - How do you cut through the noise in the beauty industry

12:02 - How does Virtue stand out in D2C world

14:59 - Salon business during Covid

17:56 - Salons and word of mouth

22:31 - Is Virtue a purpose brand

25:55 - Brand articulation

33:10 - If Virtue was a Pinterest board

38:17 - Would you open source the technology

42:50 - The next five years

44:46 - Where can you find Virtue

https://www.linkedin.com/in/melisse-shaban-377969b/

https://www.virtuelabs.com

https://www.twitter.com/virtuelabs

https://www.facebook.com/virtuelabs

https://www.instagram.com/virtuelabs/

https://www.pinterest.com/virtuelabs/

Sarah Ward / Spoonflower

podcast@baldwinand.com (David Baldwin, Sarah Ward) — Thu, 13 Jan 2022 12:45:00 +0000

On today’s episode, meet Sara Ward, Senior Vice President, Brand Marketing at Spoonflower. Sarah is leading the team at Spoonflower to make amazing design accessible for everyone’s home, supporting artists, designers, and customers along the way. Today she talks about how to use your brand to create phenomenal growth by always remembering your mission.

00:18 - Sarah Intro

01:36 - Kickball Champions!

03:03 - Sarah’s journey

04:32 - What is Spoonflower?

06:52 - Growth and Covid

12:31 - Standing out in a Direct to Consumer world

14:44 - Spoonflower artists and marketing

15:32 - Articulation of the brand

16:12 - Purpose brand

18:13 - Spoonflower values

22:35 - If Spoonflower was a Pinterest board

23:27 - Tone of voice

25:00 - Shutterfly Acquisition

28:09 - The next five years

29:32 - Possibility of brick and mortar

30:45 - Where can you find Spoonflower

https://www.linkedin.com/in/sarah-ward-79206679/

https://www.spoonflower.com

https://www.facebook.com/Spoonflower/

https://twitter.com/spoonflower

https://www.instagram.com/spoonflower/

https://www.pinterest.com/spoonflower/

https://www.flickr.com/groups/spoonflower/

https://www.youtube.com/user/spoonflowerfabric

Joshua A. Bach / Josh Bach Neckwear & Accessories

podcast@baldwinand.com (Joshua A. Bach, David Baldwin) — Thu, 16 Dec 2021 05:00:00 +0000

Josh Bach is a one man army and set out to add a little fun into the fashion world at a time where neckwear in particular was mostly striped, slanted, and available in maybe 5 colors. On this episode we to Josh about how he started a business in his New York City apartment and turned it into a fashion phenomenon in Men’s Neckwear. Just in time for the holidays, here’s a podcast about ties.

00:18 - Josh Intro

01:55 - Josh’s journey

05:17 - Bravery in starting a business

06:12 - What is Josh Bach Neckwear - conversation turns to background

08:11 - The idea behind Josh Bach Neckwear

10:26 - Issues moving into fashion

12:43 - How did you run the business by yourself

14:31 - Josh Bach as a brand

15:39 - When was “spirited neckwear” adopted

17:51 - Ties as billboards for the brand

19:14 - Casual Friday

20:58 - Where won’t Josh Bach Neckwear go

21:53 - Is Josh Bach a purpose brand

25:01 - How have you been ripped off - Intellectual Property

29:17 - Brand iconography from NYC

30:58 - What drives the business

32:08 - Will there be a resurgence in neckwear?

33:21 - Where can you find Josh Bach?

https://www.linkedin.com/in/joshua-a-bach-812621118/

https://joshbach.com

https://twitter.com/joshbachltd

https://www.facebook.com/pages/category/Clothing--Brand-/Josh-Bach-Limited-116976464995792/

https://www.pinterest.com/JoshBachLtd/

https://instagram.com/joshbachltd

Scott Philbrook / Astonishing Legends

podcast@baldwinand.com (David Baldwin, Scott Philbrook) — Thu, 2 Dec 2021 05:00:00 +0000

Scott Philbrook made a career pivot from top commercial and music video editor to a now top podcaster. Today we talk about the podcast he co-hosts, Astonishing Legends, and how they’ve marketed their podcast from a bedroom production to the global phenomenon it has become. Hint, they took what they know about branding and let it guide them to phenomenal growth.

00:18 - Scott Intro

01:48 - What is AL about?

04:11 - Mindset - healthy skepticism

06:00 - Scott’s change in view

08:54 - Cognitive closure

10:13 - AL as a brand

16:27 - How do you handle poor production value from guests?

18:31 - Articulation of the brand

20:04 - Topics AL won’t touch

21:37 - Tone of voice

22:25 - Openly skeptical but skeptically open

23:57 - How have you built an audience?

27:18 - Feedback through social media

28:11 - ARC - Astonishing Research Corp

30:04 - Advice for brands with fan engagement

31:17 - If you started AL today, what would you do differently

33:24 - Advice for people starting a podcast - Spotify usage

40:34 - Sub-brands of AL

43:16 - Cross Promos

45:05 - Where can people find AL

https://www.linkedin.com/in/scott-philbrook-257100aa/

https://www.astonishinglegends.com

Carrie Kelly / Critical Start

podcast@baldwinand.com (David Baldwin, Carrie Kelly) — Thu, 18 Nov 2021 05:00:00 +0000

Who says a B2B brand can’t be powerful and have a big personality? Critical Start CMO Carrie Kelly brings her experience from both sides of the Client/Agency ball to show that it most definitely can. She’s using the brand to drive awareness while leveraging the company’s culture to become one of the fastest growing companies in Texas.

00:18 - Carrie Intro

01:03 - Path to CRITICALSTART

04:20 - Starting position right before COVID

05:01 - How did COVID affect business

06:03 - Explain role as CMO

06:55 - Who is target audience

07:28 - Emerging competition

08:41 - How do you look at competition

10:59 - Mission Statement

11:30 - “Badass” in Mission Statement

12:55 - Company values

14:34 - How do you get your message to customers

16:26 - How was manifesto received

17:14 - Articulation of tone of voice

17:53 - If your brand was a Pinterest board

18:41 - Category of business operating with fear

19:50 - Is Critical Start a purpose brand

21:47 - Is marketing 24/365

23:29 - How was marketing accepted into an engineering world

26:08 - In house creative

26:35 - Does brand drive B2B or B2B drive brand?

27:57 - What cocktail is CRITICALSTART?

29:12 - How can you find CRITICALSTART?

29:31 - “Son of a Breach” Podcast

31:12 - Where did the name CRITICALSTART come from?

https://www.linkedin.com/in/carrienkelly/

https://www.criticalstart.com

https://www.criticalstart.com/sonofabreach/

https://www.instagram.com/criticalstart/

https://www.facebook.com/CriticalStartMDR

https://www.linkedin.com/company/critical-start

https://twitter.com/CriticalStart

Ed Roberts / Georgia Power

podcast@baldwinand.com (David Baldwin, Ed Roberts) — Thu, 4 Nov 2021 04:00:00 +0000

Ed Roberts is a lot of things, he’s an accomplished designer, creative director, and now the Brand and Creative Director at Georgia Power. On today’s episode, Ed talks about how the brand lives its stand to generate possibility for its customers and its own employees. Ed shows how design thinking can drive marketing rather than the other way around.

00:18 - Ed Intro

01:19 - Are you working at home due to Covid?

02:00 - Working for a utility company during Covid

04:08 - Where did love of design come from?

08:14 - How did you go client side?

11:09 - How has it been to integrate marketing into your role?

14:28 - Advertising without objective is art - comment makes Ed recall story

16:12 - Mentality of students coming out of school and reframing ideas

17:55 - How do you look at brand when customers aren’t experiencing challenges

20:29 - GA as a community

22:27 - Living the brand

23:42 - Hyperlocalization

26:13 - Is GA Power a purpose brand?

28:20 - Brand statement

30:46 - How do you generate possibility in your role

34:02 - Articulation for brand tone of voice

37:08 - If your brand was a Pinterest board

38:00 - How does the brand and you as a leader view the company within social change

https://www.linkedin.com/in/ed-roberts-3096b35/

https://www.georgiapower.com

https://www.facebook.com/GeorgiaPower?WT.svl=fb2&hp=rfy_facebook

https://twitter.com/georgiapower?WT.svl=tw3&hp=rfy_twitter

https://www.instagram.com/ga_power/

https://www.youtube.com/user/GeorgiaPowerChannel?WT.svl=yt2&hp=rfy_youtube

Jomaree Pinkard / Hella Cocktail Co.

podcast@baldwinand.com (Jomaree Pinkard, David Baldwin) — Thu, 21 Oct 2021 04:00:00 +0000

What started as a hobby in the founders apartments has turned into a nationwide enterprise with distribution in stores and bars all over the country. After graduating from Wharton Business School, Jomaree Pinkard could have done anything he wanted, listen to him tell the story of how he and his close friends chased their passion and turned it into the powerhouse it has become.

00:17 - Jomaree Intro

01:51 - Jomaree’s Journey

04:36 - How did Hella Cocktail happen?

05:38 - Funny story about making bitters in the early days

07:26 - Decision to make bitters for nonalcoholic drinks

09:16 - What was your first bitter/infusion?

10:24 - How has Covid affected business?

13:19 - Bitters and soda - did Covid affect the innovation?

15:56 - Shelf space fight

18:56 - Your brand as a black owned business

22:37 - History and points of view of founders

26:09 - Rebranding journey

30:18 - Articulation of the brand

31:53 - How are you advertising?

33:49 - Versatility of bitters

36:43 - The “Included” Organization

41:30 - Do you use the brand to further social movement

44:46 - How can people find you?

https://hellacocktail.co

https://instagram.com/hellacocktailco?utm_medium=copy_link

https://www.linkedin.com/company/hella-bitter/

https://twitter.com/hellacocktailco?lang=en

Kurt Squiers / AC/DC Beyond The Thunder

podcast@baldwinand.com (David Baldwin, Kurt Squiers) — Thu, 7 Oct 2021 04:00:00 +0000

Kurt Squiers isn’t just a very successful ad guy who owns his own shop, he’s also acknowledged as one of the biggest AC/DC fans in the world. And he’s found a way to marry his two passions into one of the coolest podcasts around, AC/DC Beyond the Thunder. Today we talk to him about AC/DC’s impact on culture, the music world, and how marketers can learn from them as one of the smartest Rock brands in the world.

00:18 - Kurt Intro

01:28 - The path that led to AC/DC

06:14 - The path to Beyond the Thunder

10:05 - Lessons learned from AC/DC

11:30 - Bands as brands

12:37 - Difference in branding between AC/DC and KISS

15:13 - Articulation of AC/DC the brand

17:33 - AC/DC never sold out

18:52 - Tone of Voice

20:43 - AC/DC being rebellious but loved

23:02 - How does AC/DC adapt as a brand

25:51 - What’s the closest AC/DC has come to a ballad

26:15 - AC/DC selling music to brands

28:52 - Licensing music from AC/DC and dealing with the band

31:56 - What other bands are brands?

32:22 - Bon or Brian?

37:40 - Summation of what we’ve learned from AC/DC

Additional Resources

https://www.linkedin.com/in/kurtsquiers/

https://beyondthethunder.com

https://twitter.com/ACDC_Podcast

https://www.facebook.com/ACDCBeyondtheThunder

https://www.instagram.com/squiersllc/

https://www.youtube.com/channel/UCMCcQV5fUzeV4C5odzyn4wA

Joe Kwon / CARV Fitness

podcast@baldwinand.com (Joe Kwon, David Baldwin) — Thu, 23 Sep 2021 04:00:00 +0000

For our first live in-studio interview, Joe Kwon brings the heat. Okay, actually he brings the kindness, enthusiasm, and passion you may know him for with his work in the Avett Brothers. We talk about his new brand CARV Fitness, a company dedicated to getting people to live their fittest lives, but Joe being Joe, we talked about how he looks at everything as an opportunity to create community and give back.

00:18 - Joe Intro

01:27 - How do you define yourself as a home cook

03:04 - Do you have a set of values that follows what you do

06:38 - Where did CARV come from

09:50 - Who would CARV be in 5 years

11:39 - CARV being part of a community

14:58 - Avett Brothers community with CARV

16:47 - How aware are you of your band being a brand

25:54 - CARV giving back to community

29:09 - Community organizing

32:50 - What did you want to be as a kid

38:04 - Joe redefining roles

41:25 - Being an influencer

43:21 - What should David have asked

Dion Hughes / HiBAR

podcast@baldwinand.com (Dion Hughes, David Baldwin) — Thu, 9 Sep 2021 04:00:00 +0000

Dion Hughes isn’t just a brilliant advertising and marketing mind, he’s put his money where his mouth is by creating a successful, sustainable, personal hair care brand called HiBAR. This new company aims to take on the issue of ocean plastics while delivering an optimistic start to your day. There’s no plastic in their products or in Dion’s personality.

00:18 - Dion Intro

01:42 - Why did you start Hibar

03:12 - Forging a different path with advertising

08:14 - How did freelance lead to Hibar

12:21 - Who is the competition

15:19 - Stance on sharing plastic free technology

19:11 - Is Hibar a new category

20:16 - Articulation of the brand look

25:48 - Intention driving interaction with the right people

30:24 - What are your challenges

32:03 - You are the brand

33:41 - How do you go up against beliefs about liquid products

36:10 - Purpose of lathering

37:43 - 10 years from now what kind of client is Hibar

41:53 - Where can you find Hibar

42:42 - How can clients find you at Persuasion

43:26 - Helping brands articulate

45:58 - How do you think about your brand’s purpose

Colleen Craig / Wyman's Blueberries

podcast@baldwinand.com (Colleen Craig, David Baldwin) — Thu, 26 Aug 2021 04:00:00 +0000

Our latest guest, Colleen Craig, has an infectious energy that will get you very excited about the world of Wild Blueberries. It isn’t every day that you get to hear from someone managing the work for a fourth generation, family owned business that is absolutely killing it in their category.

00:17 - Colleen Intro

00:55 - History with Oscar Meyer

03:57 - What did you learn from all the food experiences

05:20 - Food Universities encompassing the brand and how that would apply to Wyman’s

07:05 - History of Wyman’s

08:47 - Wyman’s wild blueberries in lots of products

10:24 - How is working for a family owned company different

12:43 - The mission of Wyman’s

16:16 - How is Wyman’s integrated into foodie scene

19:03 - How does marketing change for a behind the scenes company

21:58 - How do you win the sale over Dole

25:24 - Are fresh blueberries biggest competitor

26:45 - Wyman’s truck and jingle

30:44 - Wyman’s promoting other types of fruit in business

31:42 - How the harvest gets affected by temperature

36:45 - One sentence brief

38:07 - Brand articulation

40:25 - What cocktail is Wyman's

Mike Indursky / Hear Me Raw

podcast@baldwinand.com (David Baldwin, Mike Indursky) — Thu, 12 Aug 2021 04:00:00 +0000

What’s Mike Indursky up to? Oh, just trying to reshape the entire beauty industry with his new brand, Hear Me Raw. Mike is using his company to create a new movement he calls, Responsible Beauty. Listen to how he thinks he can pull it off.

00:17 - Mike Intro

01:11 - Experience to create something new

03:50 - Hear Me Raw story

07:41 - Is responsible beauty a new category

09:59 - The brand as a movement

12:08 - How is the product formulated

16:50 - How the sustainable packaging works

19:23 - Claims in the beauty industry

22:57 - Tone of voice

26:14 - How do you navigate legalities in the beauty industry

28:20 - Title of your marketing seminar

30:10 - Would you share your technology?

30:35 - How is Hear Me Raw funded?

32:12 - How has Covid affected product launch

34:37 - Where can you find Hear Me Raw

35:01 - Beauty industry ten years from now

38:37 - Marketing while also being world conscious

https://hearmeraw.com

https://www.linkedin.com/company/hear-me-raw/

https://www.facebook.com/HearMeRawBeauty/

https://www.instagram.com/hearmerawbeauty/?hl=en

https://twitter.com/hearmerawbeauty?lang=en

Victor Lytvinenko / Raleigh Denim

podcast@baldwinand.com (Victor Lytvinenko, David Baldwin) — Thu, 29 Jul 2021 04:00:00 +0000

Meet one of the most instinctively brilliant marketers I’ve ever met. Victor Lytvinenko has no formal training as a marketer, but he and his wife Sarah have built one of the leading lights in the fashion and apparel worlds, Raleigh Denim Workshop, by practicing something they call Marketing Anarchy.

00:55 - Victor Intro

01:29 - Victor & Sarah’s Background

04:46 - Transition from Nobu to denim

06:46 - People’s knowledge of textiles in NC

07:51 - Narrative of Raleigh Denim bringing textiles back to NC

09:42 - Responsibility for manufacturing in Raleigh

12:51 - How being named to The Fashion Designers of America changed things

15:36 - What you learned from New York store

20:56 - Articulation of the brand

26:50 - How would you change a big brand if Raleigh Denim got bought out

30:30 - Art through Raleigh Denim

35:28 - How do Raleigh Denim jeans fit so well

41:15 - Show Us Your Jeans campaign

43:00 - Snake Eat Tail

45:32 - Non-Profit Wolf

47:51 - Safety is risk and risk is safety

49:59 - Next ten years for Raleigh Denim

George Tannenbaum / Ad Aged

podcast@baldwinand.com (George Tannenbaum, David Baldwin) — Thu, 15 Jul 2021 04:00:00 +0000

We thought George Tannenbaum would be the perfect guest to talk about the power and the opportunities of Personal Branding. Of course, George being George the conversation ended up being about so much more. Enjoy our latest episode, featuring one the voices of conscience in the advertising Industry. #personalbranding #ageism

00:18 - George Intro

01:40 - George’s Background

10:26 - Democratization of Creativity and lack of Monetization

12:31 - George as a brand himself

20:36 - Difference between writing then and now

25:01 - Personal GeorgeCo ads

26:55 - George’s strengths turning complicated into understandable and delightful

30:31 - Worldview and trust in advertising changing with VO

32:40 - George’s stance on ageism

37:16 - Role of the ad school in the rise of digital

43:03 - George’s creative compilation for students

46:12 - Getting stuck creatively

48:15 - Fear of talent

50:44 - George’s stance on networks and repercussions

56:23 - What would you say to CMO’s

website: georgetannenbaum.com

linkedin: https://www.linkedin.com/in/georgetannenbaum/

twitter: https://twitter.com/georget20

blog: adaged.blogspot.com (A Business Insider "Most Influential" blog.)

David Best / Newman's Own

podcast@baldwinand.com (David Best, David Baldwin) — Thu, 1 Jul 2021 04:00:00 +0000

Are you fascinated by the power of Purpose marketing with a capital P? Here’s your chance to hear directly from the OG in the space. Today we welcome David Best, the president and CEO of Newman's Own. #Purposebranding #purposemarketing

00:18 - Dave Intro

01:22 - How has Covid affected business

02:43 - Newman’s Own model

04:05 - Brand origin

06:36 - How much money Newman’s Own has raised

07:41 - How did Paul Newman feel about advertising overall

09:14 - How did Paul and the organization feel about starting to advertise

10:23 - How do you look at the brand after Paul’s passing

12:04 - What do you learn/unlearn with traditional training for a brand like this

14:49 - How did you navigate values and purpose in all aspects of the business

16:38 - Does wide distribution affect strategy

18:52 - Category that Newman’s Own hasn’t succeeded in

20:07 - Attention towards money spent on marketing

21:49 - Strengths and weaknesses of brand awareness

23:54 - Sub brands

27:02 - Tone of voice

31:41 - What cocktail is Newman’s Own

33:09 - Could Newman’s Own go into spirits

https://newmansown.com

http://www.facebook.com/newmansown

https://www.instagram.com/newmansown/

Kate Godbout / Dr. Scholl's

podcast@baldwinand.com (Kate Godbout, David Baldwin) — Thu, 17 Jun 2021 12:02:56 +0000

This episode of Brands in Action features Kate Godbout, CMO at Scholl's Wellness. Kate talks about the challenges and opportunities of taking a brand with over a century of history into a whole new category. Everyone's aware of Dr. Scholl's so how do you get them to reconsider what they think they know? Kate knows.

00:18 - Kate Intro

01:09 - Joining Dr Scholl's right before pandemic

02:43 - Office reintegrating after Covid

03:41 - Changes within Dr Scholl's

04:34 - How company changes the competition

05:41 - Why did Dr Scholl's start?

07:24 - What does Dr Scholl's meet for people

09:31 - Awareness within brand

12:03 - Positive and negatives of “Gellin” campaign

14:54 - Initial wins after joining Dr Scholl's

17:09 - Channel conflicts with online sales during Covid

18:19 - Do you have a USP and has it changed?

19:34 - Does Dr Scholl's move beyond feet

20:37 - How does brand affect who you hire

23:31 - One sentence brief

23:45 - If your brand was a Pinterest board

24:39 - What cocktail is Dr Scholl's

Additional Links:

https://www.drscholls.com/

https://www.facebook.com/DrScholls/

https://www.instagram.com/drscholls_usa

https://www.youtube.com/user/DrScholls

https://www.pinterest.com/drscholls_usa/

https://twitter.com/drscholls

Bob Stohrer / Kangaroo

podcast@baldwinand.com (Bob Stohrer, David Baldwin) — Thu, 3 Jun 2021 04:00:00 +0000

Bob Stohrer knows a little something about overturning category conventions given his incredible experience at brands like Virgin Mobile and the NFL. Well, now he's training his sharp marketing mind on the home security category with Kangaroo and it won't be the same once he's finished with it. Check out the latest episode of Brands in Action.

00:18 - Bob Stohrer Intro

01:03 - How quarantine has been

01:43 - Workplace culture changes due to Covid

02:42 - Why was Kangaroo founded?

07:13 - Business opportunities with increase in home delivery

10:38 - What does security mean right now?

13:10 - Kangaroo customer base

14:38 - Building trust and combating fear to use this type of product

17:15 - Creative strategy vs. other companies

21:01 - The safety of risk

22:52 - Small wins to build creative credibility

24:52 - How brand drives organization

29:17 - Holding creatives accountable

33:44 - Education at Syracuse and NYU

37:27 - Risky creative strategy

Christina Dorr Drake / Willa's Kitchen

podcast@baldwinand.com (David Baldwin, Christina Dorr Drake) — Thu, 20 May 2021 04:00:00 +0000

On Today's episode of Brands in Action we talk to Willa's Oat Milk CEO and Co-Founder Christina Dorr Drake. It's not enough that she launched a brand that challenges all the category conventions during a global pandemic, she also did it while facing and beating cancer. If there's a more heroic tale we don't know it. Lots of perspective and good advice in this one.

00:18 - Christina Intro

00:59 - How did ad agency career lead to entrepreneurship

02:23 - Starting a business requires being somewhat naive

03:01 - Willa’s origin story

04:56 - Food waste and climate change

05:55 - How Willa’s is different from other plant based milks

07:19 - Difference between almond milk processing vs. Willa’s

08:02 - Grandma Willa

09:39 - Taking the handmade recipe to production

12:36 - Purpose of the brand

13:52 - Articulation of the brand

14:58 - Willa’s marketing and pivot with Covid

18:20 - To grocery or not to grocery

19:55 - Iconography of the brand

21:28 - With an ad background, how design was looked at differently

23:18 - Feedback from design

23:58 - How personal health affected conviction of the brand’s purpose

29:41 - Cancer changing how Willa’s is thought of in a broader sense

30:48 - Importance of real vanilla

31:48 - How flavor is accomplished without added sugar

32:46 - Importance of whole grain compared to filler in other products

33:25 - Where you can buy Willa’s

34:06 - What kind of cocktail is Willa’s

35:57 - Outro

https://willaskitchen.com

https://www.amazon.com/s?k=willa+kitchen+oat+milk&dc&crid=22OAQAFQ8SY5A&sprefix=Willas+k%2Caps%2C145&ref=a9_sc_1

https://www.facebook.com/willaskitchen

https://www.twitter.com/willaskitchen

https://www.pinterest.com/willaskitchen/

https://www.instagram.com/willas_kitchen/

Craig Dubitsky / Hello

podcast@baldwinand.com (Craig Dubitsky, David Baldwin) — Thu, 29 Apr 2021 04:00:00 +0000

In our latest episode of Brands in Action, we feature one of the smartest, most brand-literate people you'll hear in the marketing-o-sphere these days, Craig Dubitsky. Join us as he talks about founding Hello Products, a company that is taking the personal care category by storm.

00:18 - Craig Introduction

01:17 - Craig's background isn't the usual way up

08:31 - What problem is Hello trying to solve

16:32 - Craig speaks about the Colgate Acquisition, is this good or bad?

23:12 - Colgate and covid

27:01 - Something they learned along the way

30:30 - How Homework is the best way to find new employees.

32:59 - What is a brand

38:38 - The brand in one word

40:15 - If Hello was a cocktail what would it be?

https://www.hello-products.com

https://www.instagram.com/helloproducts/

https://twitter.com/helloproducts

https://www.facebook.com/HelloProducts

https://www.pinterest.com/helloproducts/_created/

Leland Maschmeyer / Chobani

podcast@baldwinand.com (David Baldwin, Leland Maschmeyer) — Thu, 8 Apr 2021 04:00:00 +0000

Join us for an amazing conversation with Leland Maschmeyer, former Global Brand Officer for Chobani. If you're interested in what creative organizations might look like going forward, Leland has something to say about it. Perfect for anyone building a creative culture or trying to install one in their client side organization.

00:55 - Leland Intro

02:30 - Going from client to agency and how to build an organization

07:34 - Evaluating an environment before losing perspective

09:37 - Practical example of implementing the duality

11:47 - Fear as an identifying factor

13:01 - Using the practice to practically look at systems

15:41 - Brands need belief systems

18:43 - How do these conversations differ in a client situation vs agency

23:26 - Awards - Positivity

26:26 - What’s the future of the ad agency?

34:44 - Deciding on what type of agency you’re be, middle agencies disappearing

35:36 - Future of industry 10-20 years

41:48 - Importance of creativity

Kyle Billings / Lyre's

podcast@baldwinand.com (Kyle Billings, David Baldwin) — Thu, 18 Mar 2021 04:00:00 +0000

Today we welcome Kyle Billings, National Marketing Manager at Lyre's Spirit Co, one of the brands leading the way with non-alcoholic spirits category. Kyle talks about managing a brand experiencing explosive growth globally that had to pivot completely due to the COVID quarantine.

00:01 - Show Introduction

00:18 - Kyle Billings Introduction

01:03 - Hello Kyle

01:11 - What Kyle is currently up to

03:01 - Creating a cocktail substitute compared to competition

06:41 - How Covid has affected business

08:46 - Origin story of Lyre’s

10:54 - Sober Curious Movement

12:11 - Sober Strategy

14:02 - Articulation of targets

15:53 - Tone of voice

17:49 - Iconography

20:00 - Pinterest board

20:29 - Creative Brief

21:40 - How to drive trial

23:27 - Resist Discounting

24:04 - Creative content to feature

25:05 - What kind of cocktail is your brand

26:05 - Goodbye Kyle

26:27 - Show Outro

https://lyres.com

https://www.facebook.com/LyresSpiritCo/

https://www.instagram.com/lyresspiritco/

https://twitter.com/LyresSpiritCo

https://www.youtube.com/channel/UCuq0OXpYpAgxAbrO9nNw9-Q

https://www.linkedin.com/company/lyres/

https://www.pinterest.ca/lyresspiritco/

Ken Gilbert / Sephina Spirits

podcast@baldwinand.com (Ken Gilbert, David Baldwin) — Thu, 25 Feb 2021 05:00:00 +0000

Meet Ken Gilbert, an avowed "beverage guy" who has now started his own spirits brand, Sephina Spirits. Ken was the CMO of Snapple, Voss Water, and for many other storied brands. Ken talks about creating a Black brand with wide appeal based on the life and spirit of Josephine Baker.

00:17 - Ken Introduction

02:17 - How did the interest turn into a brand

04:03 - How has the original idea changed

06:41 - Where did “Sephina” come from

09:36 - How Josephine Baker’s brand intersects with Sephina

12:23 - USP’s

14:47 - How the brand went to market

17:14 - The challenge of a new brand against established companies

19:35 - Getting into the trade with this blended spirit

20:34 - Unboxing experience

21:26 - Josephine Baker facts

23:07 - How are you getting the Josephine Baker message out

24:12 - Visually articulate the brand

25:55 - Sephina as a black brand

28:52 - Product launch during covid

30:53 - How do you define the covid launch

31:44 - Changes in marketing due to covid

32:49 - What advice would you give to your former self

33:56 - Intention of brand development vs. selling

36:14 - Where can you find Sephina

https://sephinaspirits.com

https://www.facebook.com/sephinaspirit/

https://www.instagram.com/sephinaspirits/

https://twitter.com/SephinaSpirits

Brian Berklich / Soccer.com

podcast@baldwinand.com (Brian Berklich, David Baldwin) — Thu, 4 Feb 2021 05:00:00 +0000

This week we welcome Brian Berklich, CMO of Soccer.com and other Sports Endeavors properties. Brian talks about driving sales, building the brand, and bringing the passion for Soccer to life at a time where it's difficult to get out onto a field and actually play the game.

0:25 - David introduces Brian Berklich and his impressive CV.

1:22 - Brian expresses an opinion on whom to root for in the great North Carolina basketball wars.

2:00 - How Covid has impacted soccer.com's business and how the organization has pivoted to creating joy for their customers due to the global pandemic.

3:53 - Brian talks about the company's belief system and why they exist.

6:50 - How they use co-op branding to drive their business and build the brand at the same time.

8:50 - The strengths and weaknesses of having a name that IS the category.

10:04 - Measuring the KPI’s that matter.

10:59 - Managing and targeting a number of consumer personas.

12:50 - Brian talks about the challenge of living up to the brand’s purpose and promise.

14:31 - Brian talks about bringing his branding experience to e-commerce, being passionate about the brand you’re working for, and defining brand purpose as a business driver.

18:06 - The origins of soccer.com and how the origin story permeates the culture.

22:10 - Brian talks about the brand’s “Team Captain” personality and it's iconography.

24:50 - Brian elaborates on how the soccer.com brand drives the culture.

26:22 - Brian talks about his favorite piece of soccer.com creative work from this last year

28:20 - Answering the age old question, If soccer.com was a cocktail, what would it be?

Anna Griffin / Smartsheet

podcast@baldwinand.com (Anna Griffin, David Baldwin) — Thu, 14 Jan 2021 05:00:00 +0000

In our latest episode, we chat with Anna Griffin, CMO of Smartsheet. Her episode is a great example of marketing and living your values, and looking for every opportunity to improve the world around you (we should mention she started a school in a village in Africa that is making a huge difference). And man, she just totally gets branding.

Jim Geikie / Leesa Sleep

podcast@baldwinand.com (Jim Giekie, David Baldwin) — Thu, 17 Dec 2020 21:43:29 +0000

"Brands In Action" asks brands the questions every brand should ask. And we're proud to kick things off with James Geikie, CMO of Leesa Sleep and partner at One Better Ventures, an investment and advisory firm that works with brands having a positive effect on the world.