A Brave New Podcast Josh Dougherty

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B branding, content strategy, and design agency specializing in helping tech and healthcare brave, bold, and memorable brands. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth.
What you’ll learn about in this episode:
In this episode Josh discusses the importance of a well-managed brand rollout and eight mistakes to avoid during that rollout. The mistakes he discusses include:
Rolling out your brand with legal issues unresolved Rolling out with key parts of your brand in wet cement Moving forward without having your messaging fully defined and dialed in Losing interest in the brand rollout before 18 months to 3 years has passed Allowing short-term pressures, like quarterly sales goals, dictate strategic direction Letting ease dictate decisions Forgetting the customer in your brand rollout decisions Committing less than 100% to the brand direction As Josh discusses each of the mistakes, he shares stories about past branding projects and explains how to avoid each mistake.

Additional resources: 
Josh Dougherty on LinkedIn Josh Dougherty’s speaking site A Brave New’s website

Creative Strategist & Growth Accelerator Karley Cunningham develops brand leaders by taking businesses from overcrowded, competitive spaces into blue ocean territory, where they can confidently stand out and thrive.
Her international client base benefits from accelerated growth, profit and stability as her innovative Surefire Method™ provides them with an infallible business strategy and brand toolkit to stand out in the sea of sameness, attract the people their business needs to thrive, and become a brand leader in their industry. Karley’s entrepreneurial success story is featured in the awarded book The Widest Net by Pam Slim. Believing deeply in the practice of ‘givers gain,’ she’s developed a global network and rarely goes a day without making a referral or connection. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4x4.

What you’ll learn about in this episode:
Trends in the branding space, what business owners, marketers, and others should be thinking about Why branding is not marketing, and the implications this has for how you build your brand Karley’s Surefire Strategy that she uses to help companies refine their strategic direction and craft winning brands How to evaluate a branding firm if you’re about to start a branding effort Why it’s essential to have the C-Suite involved in any branding process How to use your values to create a truly differentiated organization Additional resources: 
Josh Dougherty on LinkedIn Karley Cunningham on LinkedIn Big Bold Brand Website Cary Weston’s ChatGPT Experiment Podcast A Brave New’s Website Book Josh Dougherty To Speak At Your Next Event

Matt is President and Founder of Heinz Marketing with more than 25 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.  
Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation and many others create predictable, repeatable sales & marketing engines to fuel growth.
Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers and Top 50 Keynote Speakers.   Matt and his wife Beth live in a 105-year-old historic farmhouse they renovated in Kirkland, Washington and share with their three children, two dogs, two cats, and several chickens.


What you’ll learn about in this episode:
How Matt and his team at Heinz Marketing help B2b companies with long and complex sales cycles drive revenue through pipeline marketing. Why Matt believes it’s important to teach internal teams rather than take on the work as an outside partner. About the intersection between pipeline marketing and your brand. We also discuss how brands should influence and impact pipeline marketing. About the importance of focusing on both short term results and long-term brand equity. The value of relationships and human to human selling in all B2B marketing and sales. Why go-to-market motions are getting more lengthy and complex every day. How a go-to-market playbook can help you stay organized AND pivot when agility is needed. The relationship between corporate strategy and effective pipeline marketing.
How to evaluate and integrate artificial intelligence into your strategy. Additional resources: 
Josh Dougherty on LinkedIn Josh Dougherty’s speaking site Matt Heinz on LinkedIn Heinz Marketing’s Website A Brave New’s Website

With more than 20 years of experience in marketing, Kirsten Cutshall is the CEO of Austin-based Steel Advertising - a full-service ad agency specializing in marketing to the family. As a purpose-driven agency with a mission of "doing magic for the good guys" Steel' is a strategic partner, driven to produce obvious results and brands people love for who do good in our community - primarily health, education, and government programs. As a researcher and strategist, Kirsten frequently digs into the dynamics of making a decision within the family unit. Her background in Anthropology gives her specific insight into the cultural and generational shifts and how they affect the market. 
Kirsten's recent clients include Texas A&M University System, Texas Health and Human Services, Kaiser Permanente and more. Kirsten’s past experience includes work for a broad base of Fortune 500 clients as Principal at Tocquigny Advertising, and prior to that at DDB Worldwide. She has a degree from Southern Methodist University and is a member of the American Anthropological Association. She is a frequent speaker on consumer trends, shifting media habits and brand experience creation.
What you’ll learn about in this episode:
The importance of making technology a core part of your brand experience Why building your brand and generating demand at the same time are essential The biggest anxieties that marketers are feeling right now The trends in media planning and how AI is influencing the space How smaller healthcare brands can leverage directories as a long-tail organic traffic plan How businesses are leveraging video, and how to produce video more affordably Additional resources: 
Josh Dougherty on LinkedIn Josh Dougherty’s speaking site Kirsten Cutshall on LinkedIn Steel Advertising’s Website A Brave New’s Website

Rob works with business leaders to build identities for their organizations, products, and services. More than a name or logo, Rob believes an identity is defined by clear, focused beliefs, expressed through compelling words, and substantiated by consistent actions. His specialties include strategic positioning, naming and messaging, brand architecture, qualitative research, and organizational change. Prior to launching Heirloom, he was global head of brand architecture and naming at HP, and previously held strategy director roles at several leading, international brand consulting firms.
Rob is the author of Brand Naming: The Complete Guide to Creating a Name for your Company, Product, or Service, the most complete and detailed book about brand naming. He has also written about brand strategy and naming for leading publications such as Harvard Business Review, AMA.org, Entrepreneur, TechCrunch, Business Insider, The Guardian, and VentureBeat.  Rob also hosts How Brands Are Built, a popular branding podcast and blog.

What you’ll learn about in this episode:
What it was like for Rob to work alongside the legendary Alina Wheeler co-authoring the 6th edition of Designing Brand Identity. Both Josh and Rob’s reflections on the impact that Alina Wheeler had on the brand and design communities in her lifetime What you can expect from the latest edition - what content has been updated and what content is new A few of the new case studies that Rob is excited to feature in the new edition (all 50 case studies are brand new) An inside look at the all the work that went into producing the latest edition The pros and cons of generative AI in the branding discipline Rob’s advice for anyone diving into the branding process for their company in 2024
When you’ll be able to pick up your copy of the 6th Edition of Designing Brand Identity Additional resources: 
Designing Brand Identity Site Rob Meyerson’s Site Heirloom Agency Site Rob Meyerson on LinkedIn Josh Dougherty on LinkedIn Josh Dougherty’s Site A Brave New’s Website

Jon is the President/CEO of Phoji Inc, the creator, inventor and patent holder of the custom emoji. Jon also serves as fractional Advisor, Business Development for CTO Teammate and fractional Advisor, Business Development for Bright Bucks Inc. 
CTO Teammate is focused on maximizing the ROI on technology by providing fractional resources expert in their discipline.
What you’ll learn about in this episode:
The importance of alignment between branding, marketing, and technology Why slowing down and developing a plan for digital transformation is the best thing you can do before going through a substantial technology change How Jon’s company Phoji managed their transition from being an app to a Saas company Some of the factors private equity and VCs look for when evaluating the tech of a company in the pre-investment phase The key trends all companies need to consider in 2024 as the evaluate their technology approach Additional resources:
Josh Dougherty on LinkedIn Josh Dougherty’s speaking site CTO Teammate’s website Jon Christensen on Linkedin Jon Christensen’s Email A Brave New’s Website