Brand Enabled: The Human Stories Behind Branding (Gabriel Cohen)

As digital technologies increasingly shape how we interact with brands, culture and leadership play an increasingly important role in digital branding. With so much noise and competition online, companies need to have a strong sense of self that comes from a clear and purposeful culture. And it's just as important for companies to have leaders who can authentically represent and champion that culture. That is what our guest, Rachel K. Cross, talks about today. Rachel is a globally-accomplished marketer, writer, speaker, and the Chief Business Sherpa of Rachel K Group. In this episode, Rachel discusses the role of culture and leadership in digital branding and how they can help create more authentic and engaging experiences for customers and employees alike.

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There are so many brilliant people in leadership roles who never get to express their full potential and reach their goals simply because they don’t have a playbook to get there. In this day and age, that playbook has transformed to best suit the digital times. Greg Silverman’s guest in this episode is here to help. He sits down with Scott Doniger, the Chief Operating Officer of Growth Warrior Capital, to discuss the key to your digital playbook. Scott tells us how he sees digital and what he is doing to make people more digitally enabled to transform their company. Join this conversation and find out about Scott’s transformative playbook that will help you leverage digital technology!

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Companies that have been existing for a long time will inevitably undergo rebranding to keep up with the ever-changing customer and market demands. Alejandro Yu, Vice President of Marketing at Raiz Federal Credit Union, shares his most important rebrand lessons focused on moving forward while keeping heritage intact. Joining our special guest host Brian Elkins, he explains every single thing they had to consider for their rebranding process that allowed them to revamp and improve without tainting their decades-old legacy. Alejandro also shares tips on bringing your team on board with such a massive undertaking and how they handled the unpredictable parts of the rebrand process that mostly caught them off guard.

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Digital strategy is an essential part of marketing. Leveraging the tools available and executing the right strategies helps a lot for your company’s success in the digital age. In this episode, Simon Kingsnorth, the author of Digital Marketing Strategy and Digital Marketing Handbook, discusses the importance of understanding digital strategy. He explains his love-hate relationship with social media. On the one hand, it can be a fantastic tool because it has a massive benefit in terms of conversion, engagement, retention, and PR. Still, it can be a place where mistakes are quickly done. As he goes deeper into the discussion, he shares two critical strategies in content marketing and social media. So if you’re looking for strategies to help you surf the tides of social media for your company, tune in to this episode with Greg and Simon now!

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At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at the scene during the major merger of HP and Compaq, Engelina recounts the lessons she learned. She then gives an inside view of the rebranding of Flextronics to Flex, sharing the role she played, the challenges in the process, and the factors that contributed to their success. Tune in now to gain valuable insights from Engelina's wealth of experience as she unveils the essential elements that drive successful business pivots.

Every business is making the move to go digital. But being on every social media platform is not enough. Brands need to have a compelling online story that reaches and attracts their target audience. Here to help break this down is Paige Arnof-Fenn. Paige is the founder and CEO of global marketing and branding firm Mavens & Moguls. She joins host Greg Silverman to share the importance of having the right strategy when it comes to being present online. Get valuable expert tips to help you navigate the digital landscape and make your brand stand out by tuning in!

In the ever-shifting landscape of marketing, adaptability and innovation are key. Join us in this episode as Gabriela Henault, the Chief Marketing Officer at AlphaSights, discusses how brands can leap into a new era. With a passion for collaboration and an eye for detail, Gabriela shares how brands can navigate the complexities of client-side demands while staying true to their core identity. Discover the critical role of collaboration, the power of feedback, and the nuances of crafting the perfect brief. Gabriela also emphasizes the need for marketers to be well-rounded before specializing, as the modern marketing landscape demands an understanding of various disciplines, from digital to design. Tune in now and learn how to take your brand into a new era of success.

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A true mark of a successful product is when it becomes an important part of people’s lives. This is especially true in the world of CPG, where you really need to be in people’s homes. So how do you achieve that? In this episode, we have award-winning Global Marketing mentor Drew Deering to enlighten us. Drew emphasizes the importance of getting external as we think about our brand and marketing. That is, by actually going out and spending time with people. Only then can you fully understand your brand purpose and deliver the true brand experience. Plus, Drew discusses the differences between working with huge brands and small brands. He gives real-life examples of their successes and weaknesses, illustrating the framework you need as a marketer and the pitfalls you need to avoid. Full of great insights on branding and marketing through the lens of CPG and more, this conversation with Drew is something you won’t want to miss!

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In an increasingly digitized and automated world, it is easy to forget the importance of human connection. However, when it comes to delivering a great customer experience, human connection is still crucial. When you take the time to connect with your customers, you create a relationship of trust and respect that will last long after the sale is complete. Navy Federal Credit Union‘s Chief Marketing Officer, Pam Piligian, believes this to be true. In this episode, Pam talks about the impact of digitization on customer experience, why journey mapping is essential, and how human connection is still crucial for delivering a great customer experience. Check out this episode to learn more.

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Brand loyalty today is not about what you sell; it's about the authentic connection you create. Today, Slate Olson, Chief Marketing Officer at LOGE Camps, discusses the future of brand marketing. Slate explains how the definition of brand loyalty is changing and how innovative strategies can disrupt the status quo. He breaks down the essential elements of a successful brand, emphasizing the role of authenticity, community, and creating a genuine connection with the audience. Intrigued by the challenges faced by global giants and disruptive newcomers, Slate also explores the secrets behind brands like Hoka and LOGE Camps that have redefined industry standards. He discusses the power of creativity, innovation, and the athlete's voice in shaping successful marketing campaigns. Tune in now to discover what it takes to disrupt or be disrupted in the world of marketing!

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With everything and everyone going digital, how can you separate your brand from the pack and stand out? Vivian Chen, the Founder and CEO of Rise, is helping brands do that and more! In this episode, she joins Greg Silverman to talk about how to digitally enable your personal brand. At the heart of it, Vivian highlights the importance of identifying your ‘why’ and telling your story to humanize your brand. So tune in to this conversation and find out how you can thrive in this digitally forward world.

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Does experience really change how consumers behave? Today’s guest is Jonathan Yaffe, co-founder and CEO of AnyRoad, the first ERM (experience relationship management) platform that focuses on delivering and measuring experiences that transform consumer behavior. Jonathan joins Greg Silverman to explain this cultural shift in the market and why thriving brands are now transforming into experiential businesses. Learn about how you can transform consumer behavior, elevate brand perception, and achieve better ROI through experiential marketing by tuning in to this episode.

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Transamerica expresses its purpose as “helping people live their best lives.” How does it deliver on that brand promise? It’s something that Jamie Poston has spent a lot of effort thinking about as Head of Enterprise Marketing and Brand at this major player in the financial services industry. What he and his team came up with was nothing short of ingenious. It seamlessly addresses the paradox of longevity in America through innovative customer centric solutions. It’s quite intriguing how the thought process goes when coming up with solutions like this. Gabriel Cohen doesn’t disappoint us and fleshes this out in all possible angles with his guest in this podcast’s premiere episode. Tune in and learn how Transamerica has managed to differentiate itself in a highly regulated industry and how it intends to deliver its brand promise to its clients!

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In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!

Are you executing effective strategies in your business that deliver great results? Listen to your host Greg Silverman as he interviews John Lyons of the LEGO Group about digital marketing strategies, campaigns, creative problem solving, and nurturing opportunities. John explains digital audit and educating people on different aspects of a business. Is the CRM you’re using helping you save time? Tune in to learn more about what you need to consider with the tools and methodologies you have in your organization.

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When Jackson Health System in South Florida was facing bankruptcy, the government-owned brand orchestrated a remarkable turnaround through a series of changes. Our host, Gabriel Cohen, along with Matthew Pinzur, Jackson Health System’s Senior Vice President and Chief Marketing Officer, discuss this inspiring story of how bringing in a new CEO, modernizing their marketing tactics, and restructuring their team proved to be the successful course correction Jackson Health System needed to thrive.

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Despite being an important part of our world today, the financial services industry often has subpar marketing strategies. Perhaps that is why these companies feel very similar and even lack that human connection. If you are part of this side of the world, how can you create that differentiation? For Alec Hanson, the Chief Marketing Officer at loanDepot, the opportunity for differentiation comes in branding. In this episode, he joins Gabriel Cohen to dive deep into this important part of business, bridging finance and emotion in lending. More specifically, Alec talks about serving home buyers from diverse minority communities. He highlights the need for education on mortgages now more than ever before. With the help of an incredibly diverse group of salespeople telling their stories and experiences in the industry both digitally and locally, we can make a greater impact for those coming in to avail our services and more. Tune in to this important conversation and learn the power of branding that gets your message and soul front and center to your audience.

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The world of media is increasingly becoming more digitized with a 'streaming first' world. So, how is a 100-year-old company rebranding to these changes in the industry? Here to share their transformation journey and process is Jamie Moldafsky. Jamie is the Chief Marketing and Communications Officer at Nielsen, a global leader in audience insights, data, and analytics, shaping the world's media and content with accurate market measurements. She joins Greg Silverman to discuss the key areas they're focusing on as they adapt to and anticipate the market's changing needs. Learn how to rebrand with a digital-first perspective by tuning in to this episode.

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Personal branding is increasingly becoming important as many of our interactions happen online. Personal branding is what people say about you when you're not in the room. It's how others perceive you and sets you apart from the competition. And that is what Rachel B. Lee shares with you in this episode. Rachel is a fearless brand marketing lady boss. She's the co-owner and CMO of Standout Authority, helping C-level executives, entrepreneurs, and business owners define their personal brand strategy, create influence, and build human connections online through the power of LinkedIn. Rachel is also part of the LinkedIn Creator Program and one of the few hundred LinkedIn Audio testers out of 800M+ LinkedIn embers. Tune in as Rachel Lee talks about what personal branding means in today's era and how people manage their own brands.

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In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice and opportunity to filmmakers from minority groups.

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This episode features Max Pfennighaus, the Director of Enterprise Brand Design at Johnson & Johnson. In an insightful conversation, he brings us into the world of agency selection and brand transformation and shares a wealth of knowledge and behind-the-scenes insights from his extensive experience in working with branding agencies. Max discusses how the role of branding agencies has evolved over the past decade, emphasizing the importance of understanding the client's unique needs and the ability to adapt to change. He reveals the critical factors that set agencies apart during the selection process, shedding light on the delicate balance between expertise and curiosity. He offers valuable advice on how agencies can make a lasting impression in their pitches, highlighting the significance of team chemistry and a client-centric approach. He discusses the art of engineering discussions during presentations, providing tips on keeping clients engaged and fostering meaningful conversations. Max also shares real-world examples of successful agency selection processes and illustrates how agencies can navigate the intricacies of client expectations and project scopes. Tune in to this episode for an eye-opening exploration of the agency-client relationship, packed with practical insights that can transform your approach to branding and agency collaboration.

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Are you someone who is building a digital brand? Today, we are joined by Jesse Purewal, the Head of Brand at Qualtrics. Jesse is a builder, storyteller, and strategist who works with leaders to define their brand purpose, activate brands through modern marketing and drive growth and impact through insight, creativity, and innovation. He is also the host of the podcast Breakthrough Builders. Tune in to learn about the digital challenges he faced while doing some innovation around experience management. Discover his advice on building content that matters and how to run your business or brand as a digital experience. 

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Effective branding goes beyond logos and slogans; it's about crafting an immersive experience that resonates deeply with your audience. Welcome to an exciting episode featuring a true branding expert, John McIndoe, the former CMO of IRI. John discusses the world of branding, exploring the pivotal moments that shaped his journey and honed his brand strategy expertise. From working on positioning and architecture to crafting captivating creative designs, John walks us through his brand strategy prowess. Drawing from his extensive background as a former Chief Marketing Officer, John unveils the secrets behind successful brand strategies that leave a lasting impact. Discover the essential elements that comprise a winning brand strategy, and gain practical tips to elevate your own brand's positioning and design. Tune in now!

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In this digital age, it only takes one post to make or break a brand. That is when you can make that post. In this episode, the founder and CEO of Engager Brands, Kieve Huffman talks about the marketing challenges and limitations they had to face and how those hurdles drive innovation on how they take their products to a bigger audience. Tune in and learn digital workaround and strategies on how you can leverage your audience and penetrate the digital space in the most creative way.

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With all the tools available, it is easy to validate claims that brands make. When a promise is made, it is impossible to get out of it. People are now more empowered in following through and holding brands accountable for what they put on the label. Emmanuel Probst, the Global Lead: Brand Thought-Leadership at Ipsos and the author of Wall Street Journal and USA Today bestseller, Brand Hacks, shares insights into the new era of marketing and how sustainability, transparency, and authenticity play into making the biggest impact. If you are just starting to build your brand or have been established but want to get that edge, this is the podcast for you!

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Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!

Transforming the brand into a commoditized category requires strategic thinking, innovation, and a deep understanding of the market and consumer dynamics. To discuss this topic, Rich Kylberg, a former Arrow Electronics CMO, joins the podcast to explore some key insights and strategies that can help reshape the brand's role. Rich emphasizes the value of empowering others to do something great. You can help empower others by getting them into their goal without imposing the presumption of your goal upon them. It is important to hear Rich’s insights on these strategies and learn about his experiences in transforming the role of a brand in a commoditized category, particularly within the context of Arrow Electronics.

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Businesses and various organizations often use branding to establish themselves and create a wider reach, separating themselves from other similar services—something that makes them stand out from the rest. But what happens when a business entity decides to change their image? In this episode, host Greg Silverman sits down with Jim Heininger of Rebranding Experts, a company he founded in 2017. Jim is going to talk about rebranding, a process and market strategy for changing an organization’s image. To find out more about rebranding, don’t miss out on this conversation!

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One of the benefits of shifting towards digital is how processes can be much more streamlined and easier to access. Unfortunately, there are still some who find the digital experience to be quite cumbersome. Here to shed light on how to solve this digital problem is Riham El-Lakany, the Chief Marketing and Communications Officer at BJC Healthcare. At the center of it is the importance of customer experience. And Riham lays down the ways we can improve and simplify the customer experience in our digital processes.

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Iconic brands are those who have become household names and dominated the market for a long time. But reaching such a point and maintaining this status is easier said than done. Gabriel Cohen sits down with Ian Stewart, CMO of Wedge Brands and Xcel Wetsuits, to discuss how the biggest brands like Nike and Converse studied the latest trends and integrated them into their marketing decisions and overall business playbook. Gabriel explains how to identify and stay in touch with your core audience, as well as the most important factors to consider when building an influential brand DNA. He also discusses how iconic brands manage to keep up with the ever-changing market, the importance of lagging indicators, and the secrets behind managing well-rounded teams.

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When you’re a challenger brand that’s trying to get unfair market share, you need to things to succeed – a healthy amount of risk-taking and the agility to take advantage of the big guy’s missteps. Patrick Reynolds has a knack for developing these qualities in challenger brands in his career as a marketer. Patrick is the CMO of the customer data platform BlueConic. Prior to this role, he spent two years in an executive position for Mastercard. Patrick loves the challenge of unleashing the potential of challenger brands through ingenious marketing, branding, and positioning strategies. Tune in and learn how he puts his concepts into practice and how that has translated into business success!

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Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the brand and the role of culture to create a fascinating narrative in financial services. Tune in now!

Sometimes, having the best product doesn’t guarantee success. It can be beaten by a superior brand. This episode’s guest has a fascinating story about this. Gabriel Cohen interviews Justin Steinman, whose career that took him from GE Healthcare Digital to Novell taught him great lessons he was able to apply to the rebranding at Definitive Healthcare as its Chief Marketing Officer. From leadership to marketing lessons, Justin takes us from the inside out of their rebrand process and how they have repositioned themselves as the industry leader in healthcare commercial intelligence. He then highlights what makes good change management and lays out some core guiding principles for leading and managing people. If you are at the point of transforming your brand, today’s conversation is one you won’t want to miss. Tune in!

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Looking at services companies today, one would notice that almost every leading name has gone through a major brand transformation. Although ridden with tension, panic, and a long list of challenges, it is one of the biggest steps to get through in order to get to the next level. Gabriel Cohen sits down with Capgemini's Francois-Xavier Reodo, who shares how they navigated through their own brand transformation and brought their name on a global scale. He explains how they handled their team’s initial negative reactions, the major revamp of their brand identity, the struggles of the acquisition process, and working with different cultures. Francois-Xavier also talks about the importance of doing brand surveys, what baseline metrics they considered for their total rebrand, and the undeniable positive impact of putting customers first.

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Technologies are being refashioned, and some devices are going the verbal way, which means these devices utilize voice assistants like Alexa and Siri. How can businesses claim their digital identity in this setting? Many users adapt to these new technological modifications with the changing digital world, while some prefer to use the old models. In this episode, Chip Edwards, the partner at CreateMyVoice.com, explains the idea of how their brand could help the users in their business. He also shares how Amazon and Google solved their problem on their website. So tune in to this episode and listen to Chip Edwards as he walks us through his fascinating journey and his innovative idea.

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When Daniel Incandela joined ReachDesk, he was tasked with revamping the entire operation and designing a competitive brand in a digital environment. He chats with Greg Silverman to share how he accomplished the company's rebranding and relaunching process. Daniel explains how he focused not just on digital innovations but also on actively involving every team member throughout the process.

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Brand mergers lead to more lucrative business opportunities, a wider audience reach, and a bigger growth potential. However, it also means going through a challenging time bringing together different brands with their own identities and cultures. Joining Gabriel Cohen is Amy Barzdukas, who shares her contribution to the brand merger between Polycom and Plantronics. She talks about her experiences in choosing a brand name, the things to consider when creating a business logo, and the right way to approach executives. She also shares about the efforts of her current company WiTricity in revolutionizing how electric vehicles are powered – by getting rid entirely of charging plugs.

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Nothing has made us more aware of how connected we all are than digital technology. The online world shows the strong ecosystems we have all built—a network of data, devices, and even humans. That is why brands today can hardly thrive without digitalization. In this episode, award-winning marketer and cultural translator Dr. Marcus Collins dives deep into branding in the era of ecosystems. He discusses how we design for a network world, where there is reciprocity in knowing the human story. Join this conversation and learn how you can further digitally enable your brand and thrive!

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