Built for Brand

OneScreen
  • 5.0 (4)
  • Marketing
  • Updated Weekly

Something is shifting. The most ambitious brands are moving beyond the feed and into the world, because that's where attention actually lives now. Built for Brand is for modern marketers navigating board pressure, growth targets, and digital saturation. It's for the leaders who know long-term demand starts with brand strength. Hosted by Greg Wise, Co-Founder & Chief Customer Officer at OneScreen, this show explores how brand is demand — and why real-world media is more relevant than ever. Because growth without brand is borrowed, not owned.

  1. 20h ago

    When Retail Becomes Your Best Marketing Channel with Will Nitze

    When no one knows your brand yet, what actually gets them to buy? Sometimes the thing that moves the customer isn’t your brand story at all. It’s the value proposition, the price, or simply showing up where they’re already shopping. In this conversation, Greg Wise sits down with IQBAR founder and CEO Will Nitze to unpack how IQBAR grew from a Kickstarter experiment into an omnichannel business with products on shelves across Costco, Walmart, Target, and other major retailers. Will shares why the company moved beyond its original “brain food” positioning, why price itself is a form of marketing, and why sometimes the value proposition has a stronger brand than the brand itself. Greg and Will also dig into what changes when a brand moves beyond the feed and into the real world. Will explains why brick-and-mortar has become more profitable for IQBAR than e-commerce, how a Costco pallet can function like a free Facebook ad, and why greater physical distribution makes top-of-funnel investments like radio and out-of-home increasingly valuable. Key Takeaways: Why brands need the humility to follow what customers actually respond to, even when it means changing the positioning they started withHow physical retail creates its own acquisition engine, turning shelves and pallets into real-world media that thousands of shoppers see without another paid impressionWhy omnichannel distribution can make brand marketing and out-of-home more valuable as a company grows If every marketing dollar has always needed to prove itself immediately, this episode makes the case for what becomes possible when your brand gets big enough to show up beyond the feed. Highlights: (00:00) Meet Will Nitze (05:46) Cold emails, mentors, and starting from zero (11:58) Why Kickstarter was proof, not funding (15:33) How Amazon built the growth flywheel (21:08) What actually drives retail conversion (26:38) Why brand alone does not convert (29:01) Letting customer demand reshape positioning (31:16) How Amazon led IQBAR into Walmart and Costco (34:43) Building the online-offline growth flywheel (42:24) When out-of-home starts making sense Resources: Will Nitze on LinkedIn: https://www.linkedin.com/in/will-nitze/ Check out IQBAR: https://www.eatiqbar.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  2. Oct 14

    Building Trust Before Buying Attention with Alexis Luerssen

    Brand and performance spent years being treated like two different jobs. Alexis Luerssen spent two decades proving they work better as one. In this conversation, Greg Wise sits down with longtime Match Group marketing leader Alexis Luerssen to unpack what more than 20 years of building brands taught her about connecting brand investment to business growth. From helping Match normalize online dating to launching community-focused brands like BLK and Chispa, Alexis has watched the marketing pendulum swing from mass-reach brand building to performance obsession and back toward a more integrated approach. Greg and Alexis also dig into why brand and performance shouldn’t live in separate worlds, how out-of-home creates a halo across the rest of the media mix, and why building trust with a community requires more than buying impressions. For Alexis, every marketing dollar should drive something, but measuring channels in isolation can cause marketers to miss how the entire system works together. Key Takeaways: Why brand and performance can work toward the same growth goal instead of competing for budgetHow out-of-home, events, digital, and influencer marketing can create a halo that makes the entire media mix work harderWhy understanding the community you’re trying to reach is essential to building the trust that drives long-term brand growth If you’re still measuring brand and performance like they belong in separate scorecards, this episode makes the case for seeing the bigger picture. Highlights: (00:00) Meet Alexis Luerssen (01:37) Reacting to Barbie’s iconic billboard (06:36) How Match helped normalize online dating (14:11) Why brand and performance belong together (19:35) What Gen Z expects from brands (21:02) How influencers reshaped the media mix (23:30) Using OOH to drive measurable lift (29:00) Building brands for specific communities (31:47) Why community trust comes before growth (34:25) What 20 years taught Alexis about brand Resources: Alexis Luerssen on LinkedIn: https://www.linkedin.com/in/alexisferraro/ Check out Match Group: https://mtch.com/ Beyond the Billboard: Barbie Movie Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  3. Oct 7

    Why Brand Marketing Matters More Than Ever with Liz Vanzura

    Brand marketing can create something performance marketing cannot always deliver: an emotional connection that gives people a reason to care beyond the discount. In this episode of Built for Brand, Greg Wise sits down with Liz Vanzura, CMO at Solo Stove and Board Member at Solo Brands, to unpack how she approaches building brands people genuinely want to spend time with. Liz shares how Solo Stove is evolving from a smokeless fire pit company into an outdoor lifestyle brand centered on togetherness, why experiential marketing helps customers see and feel what a brand stands for, and how those activations can be measured as part of a broader product launch ecosystem. Greg and Liz also explore how to balance brand and performance marketing, why marketers need to follow the customer instead of getting attached to a specific channel or creative, and how Solo Stove actually increased performance by replacing sale messaging with a more emotional brand message. They also discuss the growing importance of real world experiences in an AI driven marketing landscape, the value of partnering closely with finance, legal, and IT, and why curiosity and adaptability are becoming essential skills for modern marketing teams. Key Takeaways: Why Liz builds brand around togetherness by focusing on what the product represents emotionally, not just what it does functionallyHow experiential, performance, PR, and content can work together as one launch ecosystem when marketers measure the full value of an activationWhy brand can outperform discount messaging when customers are fatigued by promotions and respond more strongly to emotional creative If your brand is competing for attention in a crowded, AI-driven market, this episode makes the case for building stronger emotional connections, meeting customers where they are, and letting real consumer response guide the strategy. Highlights: (00:00) Meet Liz Vanzura (02:48) From board seat to CMO in a month (04:08) "I sell togetherness," not just fire pits (07:56) Why brand needs to be shown, not just told (10:24) IRL connection in the age of AI (12:50) How Solo Stove picks its marketing channels (18:11) Measuring the ROI of experiential marketing (24:41) Finance, legal, and IT: a marketer's best friends (31:58) The Father's Day risk: ditching sale messaging for brand (40:35) What out-of-home marketing means to Liz Resources: Liz Vanzura on LinkedIn: https://www.linkedin.com/in/liz-vanzura-7996321/ Check out Solo Stove: https://www.solostove.com/us/en-us/ Check out Solo Brands: https://solobrands.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  4. Sep 30

    The Freemium Trick That Launched LMNT with Robb Wolf

    Most brands start with a product and then look for an audience. LMNT did the opposite. By solving a real problem, earning trust within an existing community, and listening closely to what people actually needed, the brand built demand before it ever made a major investment in growth. In this conversation, Greg Wise sits down with Robb Wolf, Co-Founder of Drink LMNT, former research biochemist, and two-time bestselling author, to unpack the unconventional path behind one of the most recognizable brands in hydration. Robb shares how a free electrolyte recipe helped validate the idea for LMNT, why the company launched with less than $100,000, and how being forced away from traditional digital advertising pushed the team toward podcasts, partnerships, retail, and deeper customer relationships. Together, they explore why the strongest brands feel human, how authenticity and emotion create trust, and why LMNT is investing in physical experiences like retail and out-of-home advertising as it enters its next stage of growth. Key Takeaways: How solving a real customer problem and building community first helped LMNT create demand before investing heavily in traditional marketing channelsWhy authentic brand experiences and human connections can create more trust than digital advertising alone as brands compete for attentionHow staying true to a brand’s mission and voice helps companies build long-term loyalty, even as they scale into new markets and channels If you’re trying to build a brand people trust, create demand without relying solely on paid channels, or turn a genuine customer problem into a lasting business, this episode offers a practical look at how authenticity, community, and customer connection can become the foundation for long-term growth. Highlights: (00:00) Meet Robb Wolf (01:32) Reacting to LMNT's own billboard ad (02:52) From research biochemist to near-fatal health crisis (06:51) Finding KetoGains and the electrolyte clue (09:26) Creating the viral KetoAid recipe (14:30) Meeting future LMNT CEO James Murphy (16:59) The 3AM call that changed everything (27:26) Surviving the COVID ad blacklist (33:47) What actually makes a brand feel real (43:23) Why out-of-home advertising builds real trust Resources: Robb Wolf on LinkedIn: https://www.linkedin.com/in/robb-wolf-008b996a/ Check out Drink LMNT: https://drinklmnt.com/ Check out Robb Wolf’s Substack: https://robbwolf.substack.com/ Beyond the Billboard: ‘Life After Workout’ by LMNT Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  5. Sep 23

    Why IRL Media Is The Future Of Brand Building with Stacy Minero

    Out-of-home marketing is no longer just about billboards. As digital channels become more crowded and AI makes content easier to create, brands are looking for new ways to build trust, create memorable experiences, and connect with audiences in the real world. Greg Wise sits down with Stacy Minero, Chief Marketing and Experience Officer at OUTFRONT Media, to discuss the evolution of out-of-home into a broader IRL media opportunity. Stacy shares how her experience across agencies, Twitter, and Epic Games shaped her perspective on the power of physical experiences and why brands need to rethink how they build connections with consumers. Together, they explore why IRL media is becoming a critical part of the modern marketing mix, how brands can use creativity and technology to create standout experiences, and why real-world connections may become even more valuable in an increasingly digital and AI-driven landscape. Key Takeaways: Why IRL media is becoming a critical brand-building channel as consumers seek more authentic, trusted, and memorable experiences beyond digital feedsHow brands can use out-of-home as a creative canvas to create campaigns that spark conversation, social sharing, and deeper audience connectionWhy marketers need to rethink measurement and media strategy by viewing IRL as a force multiplier that strengthens the impact of the broader marketing mix If you’re looking to build stronger brand connections, break through crowded digital channels, or understand how physical experiences can shape the future of marketing, this episode offers a fresh perspective on why the real world still matters. Highlights: (00:00) Meet Stacy Minero (01:38) Reacting to the trend of breaking the board (03:31) Stacy's path from agency to Twitter to Epic Games (05:02) The moment IRL became the future (08:17) Redefining out-of-home as IRL media (10:38) What's new inside OUTFRONT Media (16:41) Closing the confidence gap with data (20:14) Creative freedom and testing big ideas (26:46) Why Gen Z is craving real-world experiences (33:38) The future of out-of-home, five years out Resources: Stacy Minero on LinkedIn: https://www.linkedin.com/in/stacy-minero-79287b4/ Check out OUTFRONT Media: https://www.outfront.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  6. Sep 16

    Why Great Brands Keep Investing for the Long Term with Amit Singh

    Brand marketing can feel difficult to defend when every dollar is expected to produce an immediate, measurable return. But the strongest brands understand that relevance, trust, and emotional connection are investments built over time. In this episode of Built for Brand, Greg Wise sits down with brand marketing leader and advisor Amit Singh, whose career includes American Express, Nintendo, Starbucks, Goodby Silverstein, and Adobe, to unpack what decades of building global brands taught him about balancing long-term brand investment with short-term business pressure. Amit shares why marketers should think about every decision as a deposit into brand value, how Starbucks turned human connection into a global campaign, and why partnerships with the NFL, MLB, and Live Nation helped Adobe reach new audiences through passions they already cared about. Key Takeaways: Why brand makes performance marketing more efficient by building relevance before a customer ever sees a conversion messageHow C-suite alignment helps marketers make the case for investments that may not produce results within a single quarterWhy out-of-home remains a powerful channel for creating timely, contextual, and tangible brand experiences in a digitally saturated world If you’re under pressure to prove every marketing dollar today while trying to build a brand that will still matter tomorrow, this one’s for you. Highlights: (00:00) Meet Amit Singh (01:36) Reacting to Panasonic’s clever nose hair billboard (03:41) Amit’s journey through global brand marketing (09:11) The brand investment lesson that stuck with Amit (11:16) Making the case for brand internally (14:26) Building a global campaign around human connection (21:48) When marketing metrics miss long term value (30:02) Why brand is the moat you can’t build overnight (32:31) Turning brand partnerships into demand drivers (34:47) Why out-of-home still earns attention Resources: Amit Singh on LinkedIn: https://www.linkedin.com/in/amitsingh5/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  7. Sep 9

    Why the Best Brand Experiences Start With Emotion with Jimmy Knowles

    Experiential marketing can create something digital channels struggle to replicate: a shared experience people genuinely trust. In this episode of Built for Brand, Greg Wise sits down with Jimmy Knowles, Global Head Of Experiential at Canva, to unpack how Canva built its experiential practice from the ground up and turned physical experiences into a powerful expression of the brand. Jimmy shares why his team starts with the emotional response they want to create, how Canva Create grew from an internal gathering into a global experience, and why proving the value of experiential required looking beyond clean dashboards and traditional KPIs. Greg and Jimmy also explore how experiential, out-of-home, social, campaigns, and lifecycle marketing can work together as one connected ecosystem, why AI may make physical connection even more valuable, and why trust could become the defining currency of experiential marketing. Key Takeaways: Why Canva designs experiences by starting with emotion and working backward, rather than building around the easiest KPIs to measureHow experiential, out-of-home, social, brand media, and lifecycle marketing can compound one another when teams collaborate from day oneWhy Jimmy believes trust will become the currency of experiential as AI makes genuine, shared human experiences increasingly valuable If your brand is looking for attention people can feel, remember, and trust, this episode makes the case for building experiences that earn their place in the real world. Highlights: (00:00) Meet Jimmy Knowles (04:52) What Jimmy learned from a decade in experiential (06:32) Why great experiences start with emotion (08:01) Building Canva’s experiential strategy from zero (10:19) How Canva Create proved the power of IRL (14:00) Scaling experiences from thousands to millions (16:29) How AI connects physical and digital experiences (21:19) Why OOH and experiential work better together (24:03) Building bigger ideas through early alignment (27:09) Why trust is the future of experiential Resources: Jimmy Knowles on LinkedIn: https://www.linkedin.com/in/amitsingh5/ Check out Canva: https://www.canva.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

  8. Sep 2

    Brand Is the Advantage AI Cannot Copy with Sydney Sloan

    AI is making it easier than ever to build products, create content, and launch campaigns. But as technology levels the playing field, brand is becoming one of the few advantages competitors cannot easily copy. In this episode of Built for Brand, Greg Wise sits down with Sydney Sloan, Co-Founder and Chief Community Officer of The B2B CMO Project, and CMO of Scale Venture Partners, to discuss why brand has become a business imperative in the AI era. Sydney shares lessons from leading marketing at companies including Salesloft, Drata, Alfresco, and G2, along with insights from interviewing more than 50 enterprise CMOs about the future of marketing leadership. Together, they explore how marketers can earn executive buy-in for brand investments, why human experiences matter more than ever, and how AI is making authentic brands even more valuable. Key Takeaways: Why AI is making brand the most durable competitive advantage as product differentiation becomes harder to sustainHow marketers can build trust with CFOs by proving brand investments through small, measurable wins before asking for larger budgetsWhy memorable real-world experiences and consistent brand execution create demand that digital channels alone cannot deliver If you’re trying to justify brand investment, navigate the rise of AI-driven buying, or build a company people remember long after they leave the feed, this episode offers a practical playbook for turning brand into a long-term growth strategy. Highlights: (00:00) Meet Sydney Sloan (01:35) Reacting to a billboard that gets it right (03:22) Building brands that lead the market (09:17) Why CMOs need a seat at the table (11:52) Making the business case for brand (16:46) How to earn a bigger brand budget (20:37) Why AI makes brand even more valuable (24:42) Building brand without a big budget (27:58) Winning buyers in the real world (31:52) Why brand is your competitive moat Resources: Sydney Sloan on LinkedIn: https://www.linkedin.com/in/sydsloan/ Check out Scale Venture Partners: https://www.scalevp.com/ Check out The B2B CMO Project: https://www.b2bcmoproject.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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Ratings & Reviews

5
out of 5
4 Ratings

About

Something is shifting. The most ambitious brands are moving beyond the feed and into the world, because that's where attention actually lives now. Built for Brand is for modern marketers navigating board pressure, growth targets, and digital saturation. It's for the leaders who know long-term demand starts with brand strength. Hosted by Greg Wise, Co-Founder & Chief Customer Officer at OneScreen, this show explores how brand is demand — and why real-world media is more relevant than ever. Because growth without brand is borrowed, not owned.

Information

  • Creator
    OneScreen
  • Years Active
    2025 - 2026
  • Episodes
    54
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 OneScreen
  • Show Website
    Built for Brand

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