ProQuo Provokes is a series of one-on-one interviews with the leaders of brands who are taking on the well-established Goliaths in their industries. Hosted by ProQuo AI Founder and CEO Nadim Sadek, each episode explores how businesses with fresh ideas are disrupting industries and challenging the established players.
Crafting your own brand and creating a legacy, with Rob Burns of Night Shift Brewing
In this episode, Nadim Sadek has a conversation with Rob Burns, Co-founder and President of Night Shift Brewing. Founded in 2007, the brewery began in a small kitchen on Josephine Avenue in Somerville, Massachusetts, with a trio of friends who shared a passion for homebrewing. In 2012 their hobby became a business, operating in a series of locations in Everett and Boston, and distributing to Massachusetts, Connecticut, New York, Maine and New Hampshire. In this discussion, Rob describes their business mission - to disrupt the wholesale landscape, with a portfolio spanning craft beer, wine, spirit and non-alcoholic beverage brands. He discusses how critical “superfans” have been to the product's overall success, especially in the early days. Lastly, Nadim provokes Rob’s thoughts on Night Shift’s legacy, what they stand for, and how they plan to stand the test of time.
How to make your brand stand out, with brand guru Rita Clifton
In this episode, Nadim Sadek has a conversation with Rita Clifton CBE, board director, author and entrepreneur. Starting her career as Vice Chair and Strategy Director at Saatchi & Saatchi, she later moved to Interbrand as their London CEO and Chair before co-founding the global brand consultancy BrandCap, in 2013. She is also a non-executive director on the board of businesses including Nationwide Building Society and Ascential. In this discussion, Rita describes her latest book ‘Love Your Imposter,’ and what imposter syndrome in the workplace is and how it impacted her career. She discusses what brands stand out to her, and why she finds Apple’s strategy so impressive. Lastly, Nadim provokes Rita’s ideas on what brands need to start doing differently in order to stand out, and what they will potentially look like in the future.
The role of technology in brand innovation, with Alan Greenberg venture partner, EDT Partners
In this episode, Nadim Sadek has a conversation with Alan Greenberg, venture partner at EDT Partners. The international consultancy network is dedicated to the business of formal education and lifelong learning. Alan’s previous leadership roles include chief executive of Gradience, and director of Apple Education EMEA - where he led the team who built Education Podcasting, managing the launch of iTunes U in the UK, Europe and China, and developed Apple Education mobile engagement and IOS education apps. In this discussion, Alan describes the significance of brand’s that continually engage with and empower its audience. He reflects on his time at Apple, and explains how a crucial component to future-proof your brand is being open to innovation and transformation. Lastly, Nadim provokes Alan’s thoughts on the role AI will play in the future of brand intuition.
A conversation with Peter Wanless, CEO of the NSPCC
In this episode, Nadim Sadek has a conversation with Peter Wanless, CEO of the NSPCC. Founded in 1884, the UK charity works to prevent abuse, help rebuild children’s lives and support families. Before this, Peter ran the Big Lottery Fund for 5 years, and was awarded a knighthood in the New Year’s Honours this year for services to children and young people in the charitable sector. In this discussion, Peter explains the ongoing challenges around branding and positioning your business correctly to serve different purposes. He describes the importance of brand’s that inspire and connect with their target audience. Lastly, Nadim provokes Peter’s thoughts on how to remain relevant to the younger generation, and make a positive contribution to their future.
A conversation with Kara Goldin, Founder and CEO of Hint Water Inc.
In this episode, Nadim Sadek has a conversation with Kara Goldin, Founder and CEO of Hint Water Inc. Founded in 2005, the San Francisco-based lifestyle company is best known for its award-winning unsweetened flavoured water, and their commitment to making a healthy lifestyle enjoyable. Prior to this venture, Kara worked in sales at Time Magazine and CNN, and served as VP of Electronic Commerce and Shopping at America Online. In this discussion, Kara guides us through how she came up with the idea for the brand, from struggling to live a healthy lifestyle, to building the business in her kitchen; shares the greater significance of brands that have a deeper connection with their customers - in Hint’s case, their mission around healthy living. Lastly, Nadim provokes Kara’s thoughts on how central the role of the founder is to the brand and why she deems herself “an accidental entrepreneur.”
A conversation with James Hewes, President and CEO of FIPP World
In this episode, Nadim Sadek has a conversation with James Hewes, President and CEO of FIPP. Founded in France in 1925, it is one of the world’s leading membership organisations - empowering members to build market-leading international media businesses through intelligence, solutions and partnerships. Before this, he worked across BBC Worldwide and BBC Magazines for over a decade, and subsequently became publishing director for Top Gear, Good Food, Easy Cook and Lonely Planet Magazine, responsible for brands across print and mobile applications. In this discussion, James gives a behind-the-scenes take on his experience at the BBC, and the many lessons learned working for one of the country’s most iconic brands; and shares his thoughts on the many ways that brands have had to pivot, to thrive in an increasingly virtual world. Lastly, Nadim provokes James’ thoughts on the future of business and trends in the branding world that are here to stay...