408 episodes

The On Brand podcast helps you tell stronger stories and build better brands. Each week host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, HBO, Mastercard, Maker’s Mark, the Minnesota Vikings, Salesforce, and Whole Foods. For show notes and more, please visit http://onbrandpodcast.com.

On Brand with Nick Westergaard Nick Westergaard

    • Business
    • 5.0 • 3 Ratings

The On Brand podcast helps you tell stronger stories and build better brands. Each week host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, HBO, Mastercard, Maker’s Mark, the Minnesota Vikings, Salesforce, and Whole Foods. For show notes and more, please visit http://onbrandpodcast.com.

    The Market Disruptor's Dilemma with Olivia Mariani

    The Market Disruptor's Dilemma with Olivia Mariani

    As VP of Marketing at Curbio, Olivia Mariani leads is responsible for everything from brand to demand for the “fix first, pay later” PropTech leader. This week on the On Brand podcast, Olivia joined us to discuss the disruptor's dilemma—creating and communicating the market for innovative new products—as well as storytelling and immersive content.

    About Olivia Mariani
    Olivia Mariani is a marketing executive with a proven track record of driving bottom-line business results for companies of all sizes, with an emphasis on serving the Software as a Service industry. Olivia brings a breadth of marketing experience to the table, including demand generation, brand management, marketing operations, product marketing, digital, partner, and customer advocacy.
    Olivia’s approach combines art (creative strategies) science (actionable data), collaborative planning (leadership style), and storytelling (incredible content) to create authentic brand experiences that drive revenue. Her marketing motto is to create a brand that taps into both the hearts and minds of its audience. Currently, she is the head of Marketing at Curbio, a venture-backed PropTech company experiencing rapid growth and quickly becoming the nation’s leading home improvement solution for real estate agents and their clients.

    On Brand Is Sponsored by Superside
    Superside is your one-stop-shop for good design. Scale up your brand's design output the smart way with Superside's subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now.
     
    Episode Highlights
    The market disruptor’s dilemma. So, you’ve got an innovative new product ... That’s great! However, often you have the unique challenge of having to communicate a new idea that customers aren’t aware of yet. Sometimes it’s a new type of business or even a new industry. Olivia shared how she’s worked to do just that with Curbio.
    “Home improvement sucks right now.” That’s why there’s Curbio! That said, even when customers learn what it is (the nation’s leading fix-it-first, pay-when-you-sell home improvement solution for those selling homes), they still don’t believe it. “People are always saying it’s too good to be true.”
    Storytelling and the voice of the customer. Olivia’s work focuses heavily on storytelling and the voice of the customer. All of this came together on Curbio's recent “Do we have to?” campaign.
    What brand has made Olivia smile recently? Olivia shared her amazing experiences with Outdoor Voices, an Austin-based athleisure brand.
    To learn more, check out the Curibo website.
     
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 35 min
    Rethinking Brand Innovation with Carla Johnson

    Rethinking Brand Innovation with Carla Johnson

    Carla Johnson is one of the world’s leading innovation architects and the author of the new book RE:Think Innovation. Through her company RE:Think Labs she helps brands innovate both internally and externally. We discussed all of this and more this week on the On Brand podcast.

    About Carla Johnson
    As the world’s leading innovation architect, Carla Johnson has partnered with brands and conferences globally to train thousands of people how to rethink the work that they do and the impact they can have. Through her company RE:Think Labs, she inspires and equips leaders to embrace change, welcome new ideas, and make innovation everybody’s business.
     
    Episode Highlights
    Innovation is for everyone. We kicked off the show talking and laughing about how innovation is treated as a special word. “It’s for special people with special skills who dress in special clothes.” Carla went on to point out that innovation isn’t just a skill—it’s a mindset.
    “90% of innovation takes place outside the typical workday,” Carla noted. That said, in our fast-paced world, few take the time to cultivate a sense of play, which is needed in fostering an innovative mindset.
    Carla’s five-step innovation framework. Carla shared the innovation framework that RE:Think Innovation details:

    Observe

    Distill

    Relate

    Generate

    Pitch

    What brand has made Carla smile recently? Carla shared a company that she profiled in RE:Think Innovation—Emerson. “They consistently surprise me in how they’ve adopted innovation internally and externally.”
    To learn more, go to Carla’s website and connect with her on LinkedIn and Twitter.
     
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 35 min
    Immersive Content Experiences with Jamie Gier

    Immersive Content Experiences with Jamie Gier

    Jamie Gier is CMO of Ceros, helping top brands like NBC Universal, United Airlines, and United Healthcare create immersive content experiences. In our always-on world, customers are looking for greater connection with their brands. This isn’t easy as there’s more noise than ever. We discussed how brands can stand out with immersive content, this week on the On Brand podcast.

    About Jamie Gier
    As CMO of Ceros, Jamie works with many top brands including NBC Universal, Monster.com, JP Morgan, Wall Street Journal, United Airlines, and United Healthcare to create immersive content experiences. With more than 25 years of experience, Jamie has worked with leading tech companies from healthcare to education to grow and scale by creating impactful brands, designing revenue-gathering go-to-market strategies, and leading high-performance teams. Prior to Ceros, Jamie held roles at DreamBox Learning, SCI Solutions (now R1), Microsoft, and GE Healthcare. She also served as a board member for Page Ahead, a nonprofit focused on the literacy needs of at-risk kids in Washington state, and chairs its marketing and fund development committee.
     
    Episode Highlights
    “Marketing and branding sometimes have a bad reputation,” Jamie noted. This led her to deliberately seek out meaningful industries like education and healthcare.
    What’s an example of an immersive brand experience? Jamie pointed us to Kimpton Properties and their “Summer Like You Mean It” campaign, which offered customers a literal glimpse of what their vacation could look like. Immersive content is engaging content.
    “You have to start with customers,” Jamie notes. “What’s your customer’s buying journey? What motivates them? What’s their persona?” Too often, marketers start with what they want to create rather than what their customers actually need. You can’t afford to make this mistake.
    What do marketers need to remember about story? “The customer should be the hero of your story,” Jamie notes. She also talked about the power of story to connect people citing work from Atlantic columnist Arthur Brooks and P&G.
    What brand has made Jamie smile recently? Jamie loves watching Shark Tank with her son and was so impressed with the startup Pluto Pillows that she bought one. When the product arrived, as Jamie notes, the packaging both surprised and delighted (SPOILER ALERT: Candy was involved).
    To learn more, connect with Jamie on LinkedIn.
     
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 31 min
    Lessons from Political Brands with Zee Cohen-Sanchez

    Lessons from Political Brands with Zee Cohen-Sanchez

    Zee Cohen-Sanchez is the founder and executive director of Sole Strategies, a woman and minority-owned organization built by a team of political experts who specialize in strengthening grassroots campaigns at the community level. We discussed what personal brands and organizational brands can learn from political brands, this week on the On Brand podcast.

    About Zee Cohen-Sanchez
    Zee Cohen-Sanchez dropped out of grad school to begin helping with The Bernie Sanders 2016 campaign and from there ran part of AOC’s field program. Now, founder and Executive Director of Sole Strategies, she’s leading the charge to flip seats for progressive candidates and change the country. She’s been featured in Authority Magazine, Divine Magazine, Future Sharks, and more.
     
    Episode Highlights
    “Nothing is scarier than talking to other people—especially about politics,” Zee notes. However, learning is a critical first step in understanding your people and how we can help. This sounds simple but …
    “We’re not good listeners,” Zee says of human nature, reinforcing the need of understanding those we’re trying to serve (whether through politics or business). “You have to listen to be able to solve their problem. I always say, ‘You should be talking less!’”
    How can you build a better political brand? “The last thing that matters are things like your colors,” Zee advises. “You have to ask yourself, ‘What’s your why?’ Why are you doing this?” You can see this at work beyond the world of politics, as Zee cited Nike standing with Colin Kaepernick.
    What brand has made Zee smile recently? Zee pointed us to a great example of a strong political brand. Gary Chambers is running for senate in Louisiana and creates amazing videos that clearly define why he’s running and what he wants to do for his community.
    To learn more, go to sole-strategies.com.
     
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 31 min
    Finding the Right Marketing Team with Rob Simone

    Finding the Right Marketing Team with Rob Simone

    Rob Simone is Partner and President of Summer Friday, a boutique agency sitting at the intersection of ideas and execution. This week on the On Brand podcast, Rob joined me for a discussion on the agency business today, founding a business during a global pandemic (!), and how to build a high-performance marketing team in one of the more challenging times to be doing that.

    About Rob Simone
    Rob Simone, based on Long Island, is Partner and President at Summer Friday, a strategy, creative, and content boutique that thrives at the intersection of big ideas and nimble execution. Simone co-founded Summer Friday in April 2020, right at the peak of the pandemic. His clients include major brands such as E*TRADE, National Grid, Cigna, and JP Morgan. Since its founding, the agency hasn’t lost a single client, has retained its talent base, and has expanded business on every level.
     
    Episode Highlights
    Only Robs on the Podcast. Rob opened by highlighting that my own podcast of late has been heavy on Robs with Rob Meyerson’s recent appearance on brand naming. Speaking of brand names …
    Why Summer Friday? I had to ask Rob about his agency’s quirky name (which, yes, I mistook for another guest that was going to be on the podcast!). As it turns out, this inventive name provides a glimpse into the organization’s passion and culture, “Who doesn’t love a summer Friday?”
    Defining an agency today. “We are a boutique agency and want to stay a boutique agency,” said Rob of their 35-member team. “When you get to a certain size, it’s hard to focus and be nimble.”
    Building the right marketing team for the job. Among Rob’s many accomplishments has been both founding an agency and keeping his talent in one of the more challenging times to accomplish either task. “We think of our team as family. Our UVP is culture above all.”
    Specialists vs. generalists. We also discussed the ongoing debate of specialists vs. generalists. What’s most important in marketing today? You’ll have to listen to find out the answer to this big question!
    What brand has made Rob smile recently? Rob went with a personal brand—José Andrés. Chef Andrés was in the news recently by showing up in Ukraine to help by doing what he does best, “feeding people who need food.”
    To learn more, go to heysummerfriday.com.
     
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 32 min
    B2B Podcasting Best Practices with Prarthana Sibal

    B2B Podcasting Best Practices with Prarthana Sibal

    Prarthana Sibal is Head of Client Services at Pikkal & Co, a B2B podcast agency. This week she joined me on the On Brand podcast for a discussion of global podcasting markets and how to plan an effective B2B podcast.
    About Prarthana Sibal
    As Head of Client Services at award-winning B2B Podcast Agency Pikkal & Co. Prarthana Sibal has managed over 1,000 Podcast Episodes from idea to launch. Branding, Public Relations, Corporate Communications, Brand Reputation, and Podcasting for Brands. Born in India, Educated in SMU Singapore. She is based in Singapore. And she’s our guest this week on the On Brand podcast. 
    Episode Highlights
    Is it still the ‘golden age’ of podcasting? Prarthana added an important global perspective to this opening question. “You have to remember that Asia is 5–6 years behind the west. We still have a long way to go (in this growth).”
    How do you start a B2B podcast? “First, you have to align your podcast objective with your business objective.” From here, Prarthana shared the three most frequent B2B podcasting objectives:

    Awareness

    Acquisition

    Influence

    What’s one of the most critical needs in planning and launching a successful B2B podcast? “Your podcast design depends on your business objective and your host.” Specifically, Prarthana stressed the importance of the host’s style and the relationships they’ve built. These “people skills” ensure that your show can facilitate engaging conversations with guests.
    What brand has made Prarthana smile recently? “It’s not really a brand, it’s a person—Gary Vee.” Prarthana shared how Gary Vaynerchuk is a great example of what we were just talking about.
    To learn more about Prarthana, connect with her on LinkedIn or check out the Pikkal & Co. website.
    As We Wrap …


    Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.


    Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.


    Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.


    On Brand is a part of the Marketing Podcast Network.


    Until next week, I’ll see you on the Internet!
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 29 min

Customer Reviews

5.0 out of 5
3 Ratings

3 Ratings

Doog¥ ,

Smart, engaging and helpful

Nick is a talented interviewer and podcaster. These interviews are always intelligent, fast-paced and rewarding. Bravo!

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