Beyond the Brief

Model B
  • 5.0 (3)
  • Marketing

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

  1. 3d ago

    Smashing the Status Quo: Entertainment, Purpose, and the Future of Care

    In this episode of “Beyond the Brief,” Ramon Soto, Senior Vice President, Chief Marketing and Communications Officer at Northwell Health and President of Northwell Studios, shares insights on transforming healthcare marketing, building a purpose-driven brand, and leveraging storytelling and entertainment to engage consumers and improve health outcomes. Key topics Northwell's brand evolution from unknown to powerhouse The importance of purpose-driven branding in healthcare Using storytelling and entertainment to engage consumers Innovations in healthcare marketing and patient engagement The role of clinical and administrative partnerships in branding Leveraging media like Netflix and HBO for brand storytelling The impact of purpose-driven campaigns like gun violence awareness The use of AI and technology to improve care and engagement Strategies for differentiating in a competitive healthcare market The future of healthcare marketing and patient relationships Sound bites "Purpose and mission versus driving margin is a real tension.""We let data and consumers tell us where the rich real estate is.""The most inefficient time to market is during a health attack."Chapters 00:00 Introduction to Ramon Soto and Northwell's growth 02:07 The evolution of Northwell's brand and marketing strategy 04:16 Partnerships with clinical leadership and storytelling approach 05:59 What makes Northwell's brand special 07:58 Taking a longitudinal view of healthcare and consumer engagement 08:56 Differentiating in a hyper-competitive market 10:10 Focusing on wellness and upstream care 11:33 Building a purpose-driven brand with social impact campaigns 13:39 Using entertainment and media to tell compelling healthcare stories 17:00 The importance of long-term relationships and trust 20:10 The role of technology and AI in healthcare innovation 23:01 Northwell Direct and healthcare cost management 27:29 Future opportunities: content, AI, and global expansion 36:13 The human side of healthcare stories and destigmatization 41:26 Leadership in times of hyperchange and innovation

  2. 5d ago

    Why Koley Corte Always Places the Client at the Center of MetLife Investment Management

    Summary Koley Corte shares her diverse journey through finance, marketing, and insights, emphasizing customer-centric strategies, data-driven decision-making, and innovative branding at MetLife. Discover how her unique approach redefines brand and customer engagement in financial services. Key topics - Koley Corte's diverse career journey - Customer-centric strategies in finance - The role of insights and data in marketing - Rebranding and organizational design at MetLife - Personalization and authenticity in marketing - Use of neuroscience and AI in research - Building social proof in financial services - Localization and global relevance in branding - Future trends in customer engagement and research Sound bites "The customer goes in the middle of everything." "Personalization is a science based on data." "We are gonna need degrees of personalization." Chapters 00:00 Introduction and Koley Corte's background 02:07 Diverse career journey and domain expertise 04:07 Customer-centric approach and insights organization 06:04 Tate Talk Takes and personal branding 09:07 The role of data, digital, and personalization 12:01 Balancing authenticity and privacy in personalization 14:55 Rebranding at MetLife and brand authenticity 17:52 Designing with intention and local relevance 21:03 Measuring customer experience and net promoter score 24:04 Innovative research methodologies and future trends 26:56 Building social proof and community engagement 29:51 Localization strategies and global relevance 33:14 Extending brand beyond use occasions 36:08 Impact of insights on M&A and brand positioning 39:06 Future focus: AI, reimagining customer experience 42:04 Leadership, team culture, and personal anecdotes

  3. 6d ago

    "Beyond the Brief" - Armin Molavi on setting potential in motion

    Chris Perkins sits down with Armin Molavi, president of the Global Customer Organization at Instructure, to talk about the company’s evolving brand, the realities of education technology, and why community matters as much as product. Armin also shares how AI, accessibility, and portable credentials are shaping the next phase of learning. Key topics Armin’s career pathWhat Instructure doesA clearer mission for InstructureTechnology that gives educators more time to teachLearning is a team sportUsing AI thoughtfully in educationCommunity and peer-to-peer learningMaking education and skills more portableMarketing beyond pipelineDifferent audiences need different strategiesAccessibility as a practical AI use caseRunning, reflection, and connectionTimestamps 00:00 - Introducing Armin Molavi and his role at Instructure 00:36 - From UMass to agency life, Hilton, and fractional CMO work 01:54 - Joining Instructure and taking on a broader leadership role 04:41 - CanvasCon becomes InstructureCon as the product strategy expands 05:54 - Why Instructure needed a clearer brand strategy and mission 06:48 - How “setting potential in motion” became the new tagline 08:09 - Reducing teacher workload instead of adding to it 10:47 - Why learning is a team sport 12:10 - Supporting working parents and adult learners 13:05 - A practical case for AI in education 14:29 - Where AI can help—and why classroom use requires care 16:55 - Why Armin compares Instructure to Sonos 18:30 - Canvas Career and the future of reskilling and credentialing 21:22 - The educator community and peer-to-peer support 23:33 - Making education more portable and meaningful 25:24 - Why reskilling matters as skills change 27:12 - Why B2B and B2C marketing are more alike than they seem 28:11 - Moving marketing from pipeline creation to brand preference 30:19 - Connecting brand love to revenue 32:25 - Why switching learning management systems is a major decision 34:56 - Communicating value to a complex buying committee 36:55 - Understanding stakeholders through empathy 39:47 - A late-night AI experiment to learn about third-grade teachers’ work 46:03 - Canvas’s AI course accessibility remediation tool 48:11 - Why marathon running matters to Armin 50:43 - Closing reflections on long relationships and shared history Notable quotes “Setting potential in motion.” “Learning is a team sport.” “We’re not here to judge the education part. We’re here to enable it.”

  4. Sep 16

    The Neuroscience of Marketing: How Hearts & Brains Really Buy

    In this episode of “Beyond the Brief”, Bryan Law shares his journey from neuroscience to marketing leadership, exploring how understanding human behavior and research can transform marketing strategies. Discover insights on building brand systems, leveraging AI, and creating authentic social proof to connect deeply with audiences. Keywords Marketing, Human Behavior, Research, AI, Brand Strategy, Social Proof, Customer Engagement, Data-Driven Marketing, Neuroscience, B2B Marketing Key  topics The intersection of neuroscience and marketing Using research to inform marketing strategies Leveraging AI for customer insights Building brand systems for better engagement The importance of social proof and community Chapters 00:00 Introduction and Bryan Law's Background 04:05 Research and Human Behavior in Marketing 08:06 Building Brand Systems and Mental Availability 11:51 The Role of Social Proof and Community Engagement 15:49 The Power of Storytelling and Emotional Connection 19:58 Adapting to Digital and AI-Driven Interfaces 21:52 The Future of Personalization and Human-Centric Marketing 24:11 Using Data and Automation for Relevance 25:49 Authenticity and Brand Voice in AI Era 27:58 Creating a Persona and Emotional Resonance 30:08 The IT Department as a Strategic Partner 32:04 Technology Reliability and Customer Trust 33:48 Partner Programs and Collaboration Strategies 35:46 Less of Traditional Marketing, More Testing 38:09 The Impact of LLMs and Content Shifts 39:58 Influencers and Authentic Advocacy 41:49 Insights from Social Media and Review Platforms 43:58 Unexpected Insights and Testing Learnings 46:02 Valuable Advice and Career Risks 48:07 Biopic and Personal Reflections

    The Neuroscience of Marketing: How Hearts & Brains Really Buy

  5. Sep 14

    Breaking Silos, Building Trust: Transforming B2B Marketing Culture From the Inside Out

    In this episode of “Beyond the Brief”, Chris Perkins talks with Jenn Edwards, Chief Marketing Officer at Euna Solutions, about her path from industrial design to B2B marketing leadership, and how she’s helped unify seven legacy companies under one modern public sector brand. They also cover public sector messaging, AI adoption, partner strategy, user advocacy, and how trust and transparency shape both the company’s marketing and mission. Key Topics: Jenn Edwards shares how she started as a professionally trained industrial designer, then moved into marketing after realizing she wanted less AutoCAD and more problem-solving at a faster paceShe explains how experience across product marketing, digital marketing, PR, and media at large organizations prepared her for senior marketing leadershipChris and Jenn dig into the challenge of unifying seven acquired companies into one branded house, including how legacy brand loyalty shaped the rebrandJenn explains why Euna chose to push beyond typical public sector visual tropes with a more modern, distinctive identityJenn outlines how Euna markets in a nonpartisan way while serving state and local government, education, tribal, and nonprofit customersShe shares how AI is now woven into the marketing engine, from personalization to public data collection and workflow supportThe conversation covers partner strategy, including ERP relationships, consultants, and staying ERP agnostic so customers can stay with Euna even if their core system changesJenn describes the value of user conferences, customer-led sessions, and awards programs as a flywheel for social proof and product feedbackShe also talks about community service, including volunteering with foster families and kids, and how that experience reinforces her view of community and trustThe episode closes with Jenn’s Disney fandom and how storytelling shows up in both her personal life and marketing leadership Timestamps:  (0:00) Introduction and Jenn Edwards’ marketing leadership role (2:01) Becoming CMO at Euna Solutions (3:31) Why the Euna rebrand mattered at GFOA (4:29) How AI changes the marketer’s learning curve (5:30) Unifying seven companies under one brand (6:52) Breaking public sector branding tropes (8:25) Why internal pride drives external brand strength (11:13) How Euna stays apolitical in public sector marketing (13:48) Balancing human-led messaging with rational proof (16:47) Being ERP agnostic and building partner relationships (19:19) Using AI to scale personalization by persona (22:10) Government relationships and regulatory intelligence (24:01) Cutting low-ROI events and shifting paid media (25:32) Preparing for a bot-heavy web future (28:04) Building trust and transparency in communities (29:38) What the team looks for in performance data (31:08) How user conferences fuel social proof (33:29) Co-innovating with customers in a complex public sector market (37:47) Building thought leadership through owned media (38:36) The Euna Impact Awards (39:56) Jenn’s volunteer work with foster families and kids (42:25) Being nominated for CMO of the Year (44:38) Leading through healthy tension and ideas-first debate (46:27) A little-known fact: Jenn’s Disney obsession Keywords Marketing, Public Sector, Brand Unification, AI, Community Impact, Leadership, Public Sector Software, Customer Stories, Brand Building, Digital Transformation

  6. Aug 28

    What’s the Next Act? Navigating Market Disruption with Fullcast CMO & Co-Founder Amy Cook

    Amy Cook, co-founder and CMO of Fullcast, shares her journey through marketing, digital transformation, and the future of AI-enabled services. Discover insights on data accuracy, customer satisfaction, and building innovative platforms in this engaging conversation. Keywords Marketing, Digital Transformation, AI, SaaS, Fullcast, Data Accuracy, Customer Satisfaction, Revenue Growth, Tech Innovation Key topics Amy Cook's background and transition from entertainment to marketingThe evolution of digital publishing and marketing pivot pointsFullcast's platform and AI integration strategiesData accuracy and its impact on marketing and salesCustomer satisfaction as a key KPI and social proofBuilding advisory boards for strategic growthThe future of AI in marketing and services as softwareLeadership lessons and influence of mentors Key frameworks Build-Buy-Transform Model Services as Software (SaaS to SaaS+S) Transition AI-Enabled Revenue Operations Chapters 00:00 Introduction and Amy Cook's Background 01:07 Growing Up in the Entertainment Industry 02:05 Transition from Book Publishing to Digital Marketing 03:00 Pivoting Business Models in Tech and Marketing 03:58 Founding and Growing Fullcast 05:42 Amy Cook's Academic and Teaching Experience 06:57 Early Days of Fullcast and Technology Acquisition 08:30 Fullcast's Core Capabilities and AI Strategy 09:57 Leadership, Trust, and Team Building 11:50 Understanding Buying Committees and Personas 13:49 Leveraging Data from CRM, Email, and Call Recordings 15:03 The Role of AI in Data Analysis and Forecasting 17:08 Challenges of Data Quality and Manual Deep Dives 18:48 The Future of SaaS and Services as Software 42:13 Transitioning to AI-Native Platforms and Growth 44:07 Amy Cook's Influences and Mentors 45:03 Closing Remarks and Future Outlook Resources Fullcast Official Website - https://fullcast.io Amy Cook on LinkedIn - https://www.linkedin.com/in/amyosmondcook/

    What’s the Next Act? Navigating Market Disruption with Fullcast CMO & Co-Founder Amy Cook

  7. Aug 19

    Connectivity as the Fourth Utility: Building the Ripple Fiber Brand

    Summary In this episode, Jim Cannata, Chief Marketing Officer of Ripple Fiber, shares his journey from art and illustration to leading marketing efforts in the fiber internet industry. Discover how Ripple Fiber differentiates itself in a competitive market through community engagement, superior service, and innovative products. Keywords fiber internet, marketing, community engagement, customer service, technology, Ripple Fiber, broadband, connectivity, brand building, beyond the brief Key  topics Jim Cannata's career transition from art to marketingRipple Fiber's brand building and market differentiationCommunity engagement and local partnershipsProduct offerings and technological innovationsCustomer service strategies and social media management Sound bites "Just say it simply. Tell the truth." "People want the truth, not the smart ads." "I've slept in 49 states, Alaska is next." Chapters 00:00 From Art to Marketing: Jim's Journey 10:06 Building Ripple: The Transition to Client-Side Marketing 19:53 The Fourth Utility: Ripple's Unique Positioning in Fiber Internet 30:04 Community Engagement: Building Trust and Relationships 39:54 Looking Ahead: Future Plans and Personal Insights Resources Jim Cannata on LinkedIn - https://www.linkedin.com/in/jimcannata/ Ripple Fiber Official Website - https://ripplefiber.com/ Eero Wi-Fi Equipment - https://eero.com/ Model B - https://modelb.com/

  8. Aug 10

    People, Culture, and Brand: Why One Executive Owns All Three

    In this episode, Melissa DiMuro, Chief People, Culture & Marketing Officer at Limbach, shares her diverse career journey from engineering to HR and marketing, highlighting how purpose, culture, and strategic branding drive business transformation and customer engagement. Keywords Leadership, Business Transformation, Culture, Branding, Customer Satisfaction, Talent Management, Marketing Strategy, AI in Business, Organizational Growth Key Topics Melissa DiMuro's career evolution from engineering to HR and marketingThe role of purpose and culture in business transformationAligning brand, talent, and customer experienceUsing storytelling and social proof to enhance brand reputationIntegrating AI to leverage market intelligence and customer data Key Takeaways Purpose-driven work can unify diverse roles and inspire teams.Aligning culture, brand, and talent is crucial during business pivots.Storytelling and employee advocacy strengthen external brand perception.AI can enhance decision-making through real-time data analysis.Leadership development is supported by mentorship and a focus on impact. Chapters 00:00 Melissa DiMuro's Journey to Limbach 05:00 Understanding Limbach's Role in Building Systems 10:00 Integrating People, Culture, and Marketing 14:56 Transforming Business Models and Brand Alignment 20:07 Customer Satisfaction and Engagement Strategies 24:44 Leveraging Partnerships for Project Success 25:14 Exploring Company Purpose and Employee Connection 28:08 Adapting to Market Evolution 30:04 Embedding Values in Company Culture 32:15 Understanding Diverse Customer Needs 34:37 Innovating Marketing Strategies 36:15 Leveraging AI for Business Intelligence 39:08 Recognizing Team Achievements and Brand Storytelling 42:41 The Impact of Mentorship on Career Growth 45:25 Personal Insights and Mindfulness Practices Links Melissa DiMuro LinkedIn - https://www.linkedin.com/in/melissa-dimuro/ Limbach Official Website - https://www.limbachinc.com/

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Ratings & Reviews

5
out of 5
3 Ratings

About

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

Information

  • Creator
    Model B
  • Years Active
    2025 - 2026
  • Episodes
    53
  • Rating
    Clean
  • Copyright
    © 2026 Model B
  • Show Website
    Beyond the Brief