Frictionless Growth Marketing

Sonia Thompson | Inclusive Growth & Customer Experience Strategist
  • 4.8 (21)
  • MARKETING
  • UPDATED WEEKLY

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business.

  1. 1D AGO

    202. How Bad Bunny’s Super Bowl Halftime Show Became a Blueprint for Modern Brand Growth

    When Bad Bunny took the stage at the Super Bowl Halftime Show, it wasn’t just a performance — it was a masterclass in modern brand growth. In this episode, we break down why Bad Bunny’s halftime show resonated so deeply with audiences — and what brand leaders, CMOs, and growth marketers should learn from it. Because this wasn’t just about music. It was about: Cultural relevance Identity-driven marketing Audience intimacy And building brands that reflect the communities they serve Too many brands chase growth through scale alone. But Bad Bunny’s moment on one of the world’s biggest stages revealed something more powerful: growth today belongs to brands that understand culture, represent real people, and remove friction between identity and experience. If you’re a marketing leader navigating: Slowing ROI Fragmented audiences The limits of traditional growth marketing Or the tension between scale and relevance This episode will show you why cultural alignment — not just campaign optimization — is the blueprint for brand growth today. What's slowing your brand's growth? Take the quick assessment to find out (and what to do next): www.frictionlessgrowthlab.com/quiz

    10 min

  2. FEB 5

    201. Why the Traditional Growth Marketing Model Is Failing in a Fragmented Market

    Growth marketing was built on continuous improvement — experiment, optimize, compound. But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder. That’s not a discipline problem. It’s a growth marketing model problem. In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape. Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores: Why growth marketing optimization is breaking down despite best practices How scale without intention creates friction across the funnel Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue Why relevance — not reach alone — is now critical to sustainable growth How an identity-layered approach helps growth compound again This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today. If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now. Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/ How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/

    22 min

  3. JAN 29

    200. The Glitch in Modern Marketing — And How It’s Harming Brand Growth

    Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process. In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture. Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking. This episode breaks down: Why identity shapes how customers decide what’s “for someone like me” How general market marketing quietly creates friction and lost sales Why asking customers to adapt is no longer a neutral choice And how integrating identity completes personalization — instead of complicating it If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it. Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz

    15 min

  4. JAN 22

    199. Brand Growth Strategy in 2026: 5 Marketplace Shifts Reshaping How Brands Grow

    Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore. In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat. From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today. If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in. Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz Also mentioned in this episode: Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/

    25 min

  5. JAN 15

    198. The Growth Strategy Behind Crayola’s Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study

    In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You’ll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week

    27 min

  6. JAN 8

    197. AMA 2026 Marketing Trends: How Trust, AI, and Audience Fragmentation Are Rewriting the Rules of Growth

    Marketing is shifting — and many brands feel it, even if they can’t yet name it. In this episode, Sonia Thompson speaks with Bennie F. Johnson, CEO of the American Marketing Association, about the AMA 2026 Marketing Trends shaping the future of modern marketing and growth marketing. They unpack how trust in marketing, AI in marketing, and audience fragmentation are rewriting the rules of growth — driving up customer acquisition costs, raising expectations for relevance, and reshaping how brands build credibility in identity-driven communities. Drawing on insights from the AMA’s 2026 Future Trends in Marketing research, this conversation explores what’s changing beneath the surface — from responsible artificial intelligence, inclusive leadership, and evolving workforce models to the implications for growth strategy in today’s complex marketing environment. 🎧 A must-listen for CMOs, growth leaders, and brand strategists navigating the next era of modern growth marketing.

    33 min

  7. JAN 1

    196. Why Growth Requires Evolution: Rethinking Brand Strategy and the Customer Journey

    Brand growth today depends on evolving your brand strategy and improving the customer journey to meet changing consumer expectations. In this episode of Frictionless Growth Marketing, Sonia Thompson explores why traditional growth playbooks are breaking down — and what this moment is asking of marketers and business leaders instead. Drawing on real-world brand examples and cultural shifts, Sonia breaks down how friction shows up across customer acquisition, customer experience, and customer retention — often in ways teams don’t immediately see. You’ll learn how modern marketing requires removing the friction that slows growth, erodes trust, and pushes customers away — and how to adapt your strategy to grow with clarity and confidence in today’s market. If you’re rethinking how to grow in a changing landscape, this episode will help you understand what needs to evolve — and where to focus next. This episode also marks the next chapter of the show — not as a departure from the past, but as a sharper focus on what actually drives growth now. If you want to understand where friction may be quietly limiting your growth, start with clarity. Take the free quiz to identify what’s slowing your growth: frictionlessgrowthlab.com/quiz And if you’re ready for deeper support, you can also explore growth audits and focused roadmapping sessions designed to help teams remove friction and unlock performance. Because evolution isn’t a loss of identity. It’s a commitment to effectiveness.

    13 min

  8. 12/26/2025

    195. What 2025’s Biggest Marketing Mistakes Teach Us About Brand Growth

    Brand growth today depends on avoiding the marketing mistakes that quietly erode trust, relevance, and customer loyalty. In this episode of Frictionless Growth Marketing, Sonia Thompson breaks down the biggest marketing mishaps of 2025 and the critical lessons they reveal about brand growth, customer expectations, and modern marketing strategy. Drawing from real-world brand backlash and high-profile missteps, you’ll learn how friction shows up in messaging, brand decisions, and customer experiences — and why those mistakes matter more than ever in today’s values-driven, identity-rich market. This episode explores: • What 2025’s biggest marketing mistakes reveal about brand growth • How misaligned messaging creates friction across the customer journey • Why trust, cultural relevance, and clarity are non-negotiable in modern marketing • What marketers must do differently to grow in 2026 and beyond If you want to build sustainable brand growth — without repeating the mistakes that cost other brands trust and traction — this episode will help you see what’s really holding growth back, and how to move forward with clarity and confidence. Not sure where friction is holding your growth back? Take this quick quiz to see your biggest opportunities — and get matched with the podcast episodes you need most to eliminate friction that's slowing your growth: https://www.tryinteract.com/share/quiz/6945aaa3000543001536b23b

    9 min
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Trailer

4.8
out of 5
21 Ratings

About

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business.

Information

  • Creator
    Sonia Thompson | Inclusive Growth & Customer Experience Strategist
  • Years Active
    2022 - 2026
  • Episodes
    203
  • Rating
    Clean
  • Copyright
    © Sonia Thompson
  • Show Website
    Frictionless Growth Marketing

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