CultivatED Marketer

Cultivated Marketer
  • 5.0 (6)
  • Marketing
  • Updated Monthly

Grow Brand YOU

  1. 2d ago

    CultivatED Marketer Ep. 47 — Why Human-First Marketing Wins in 2026 with Justin Ricklefs

    In the 47th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson are joined by Justin Ricklefs, founder of Guild Collective, to get his insights on brand strategy, leadership communication, company culture, and building meaningful customer relationships through authentic storytelling. Justin shares how his time with the Kansas City Chiefs shaped his focus on relationships and story-driven growth, and explains Guild’s “brand heartbeat” framework built on clarity, connection (inside and outside the organization), and creativity that evokes emotion. CultivatED Marketer Ep. 47 — Why Human-First Marketing Wins in 2026 Justin introduces his “give a damn” philosophy, which serves as the foundation of Guild Collective’s approach to brand consulting, marketing strategy, and organizational growth. He emphasizes that successful businesses are built through compelling brand storytelling and authentic human connection rather than purely transactional sales tactics. As Julie shares a memorable experience at a local Hy-Vee store, Justin highlights how exceptional customer experiences stem from cultures rooted in care, intentional leadership, and emotional connection. The conversation reinforces a critical truth for marketers and communicators alike: people remember how brands make them feel. Bridging Internal Culture and External Brand Experience A major theme throughout the episode centers on the relationship between internal communications, company culture, and external brand perception. Justin explains that strong brands are built from the inside out, impacting everything from recruitment and onboarding to customer engagement and employee retention. Sharing the story of a manufacturing company that improved employee morale through stronger leadership engagement and recognition, Justin demonstrates how simple human-centered practices can transform workplace culture. These lessons are particularly valuable for professionals focused on employee engagement, organizational communication, and leadership development. The Pillars of Brand Heartbeat Justin then explains in detail the “three vital signs” of a healthy brand heartbeat: Clarity Connection Creativity According to Justin, clarity in communication and leadership builds trust and alignment across teams. Connection fosters stronger relationships internally and externally, helping organizations create loyal employees and engaged customers. Creativity, meanwhile, is not simply about visual branding or aesthetics — it’s about evoking genuine human emotion through storytelling and shared experiences. For marketers navigating today’s crowded digital landscape filled with SEO trends, AI-generated content, and evolving social media strategies, Justin argues that these human-centered principles remain timeless and essential. Practical Advice for Marketers and Communicators As the conversation unfolds, Justin shares practical leadership advice that resonates strongly with professionals in marketing leadership, public relations, and strategic communications. He stresses the importance of clarity over niceness, encouraging leaders to communicate expectations honestly while fostering empathy and trust within teams. One particularly impactful takeaway is the importance of asking better questions. Justin explains that leaders who create space for employee feedback and curiosity cultivate healthier, more innovative workplaces. For communications professionals managing teams, clients, or organizational messaging, this mindset can dramatically improve collaboration and performance. Why Human-First Brands Win Justin believes that brands that fail to prioritize human connection risk losing relevance. In a competitive marketplace dominated by automation, data analytics, and short-term marketing tactics, organizations that embrace authenticity, emotional intelligence, and customer care are more likely to stand out. Justin argues that care and commerce can coexist — a philosophy that aligns with some of today’s most successful brands known for strong customer loyalty and memorable experiences. For companies focused on brand development, customer retention, content marketing, and audience engagement, this conversation serves as a reminder that long-term growth begins with people, not just metrics. For marketers, communicators, business leaders, and entrepreneurs looking to build stronger brands through authentic connection and meaningful storytelling – begin by prioritizing: Human-centered leadership Emotional brand storytelling Employee engagement Customer experience Clear communication Organizational culture Companies can create brands that not only drive growth but also foster loyalty, trust, and long-term impact. For listeners interested in exploring Justin Ricklefs’ ‘Give A Damn’ philosophy further, his book expands on these concepts and offers practical applications for today’s rapidly changing business landscape. To find the ‘Hy-vee Heaven’ T-shirt – visit Raygun’s store here.     02:04 Storytelling and Brand Advocates 04:46 Show Intro and Justin Ricklef’s Bio 06:26 Julie Hy-Vee Story 13:33 Transactional to Relational Brands 14:24 Brand Heartbeat Vital Signs 18:08 Trust and Humanity in Marketing 21:18 Proving Value to the C-Suite 25:59 Culture Drives Brand Experience 27:52 Employee Culture Reality Check 29:35 Heartbeat Principles In Action 35:48 Fire Starter Keynote Metaphor 37:51 Why Leaders Need Clarity 40:09 Marketing Leaders As Culture Builders 44:22 Lead With Questions 46:20 Care First Brands Stay Relevant

    52 min

  2. May 14

    CultivatED Marketer Ep. 46 — What Separates Visionary Leaders with Lacey Graverson

    In the 46th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen and Julie Masson are joined by Lacey Graverson, Senior Manager of Brand and Strategic Communication at the Ewing Marion Kauffman Foundation. Together they explore how to steward a major nonprofit brand through strategic alignment, clarity, and consistent messaging. Lacey shares her career path into PR and branding, highlights the value of discovery meetings to create shared direction, and explains how the foundation’s storytelling focuses on grantees, entrepreneurs, students, and community impact rather than the foundation itself. She discusses how brand stewardship requires organization-wide buy-in and message discipline, then details the Uncommon Leader Visionary Award. CultivatED Marketer Ep. 46 — What Separates Visionary Leaders From Everyone Else One of the biggest themes throughout this episode is alignment. Lacey explains how successful organizations create clarity around mission, vision, and messaging so teams across departments can move toward a shared goal. From leadership strategy to brand management, she emphasizes the importance of message discipline and consistency – key skills for anyone focused on marketing career growth and communications leadership. The discussion also explores how discovery meetings and strategic planning help organizations avoid “Groundhog Day” cycles of rework and unclear expectations. For professionals looking to grow in marketing, the episode provides valuable marketing tips and leadership advice on how strategic communication drives organizational success. Storytelling as a Strategic Marketing Tool Lacey shares how storytelling at the Kauffman Foundation focuses not on the organization itself, but on the entrepreneurs, educators, nonprofits, and community leaders benefiting from its programs and funding. Through initiatives like 1 Million Cups, entrepreneurship programs, and educational partnerships, the foundation uses authentic storytelling to demonstrate impact and strengthen trust within the community. For marketing professionals, the episode offers real-world insights into how strong storytelling, brand alignment, and strategic messaging can elevate both nonprofit organizations and mission-driven brands. The Uncommon Leader Visionary Award A major focus of the conversation is the Kauffman Foundation’s Uncommon Leader Visionary Award, which recognizes executive nonprofit leaders creating meaningful impact across Kansas City. The award includes: $75,000 awarded directly to the individual leader $150,000 awarded to the nonprofit organization Lacey explains how the initiative reflects the foundation’s commitment to leadership, legacy, and community impact while reinforcing the importance of visionary leadership within the nonprofit sector. For marketers in nonprofit branding, and organizational strategy, this discussion highlights how strong leadership and clear communication can transform entire communities. Brand Leadership, Authenticity, and Team Collaboration The group also discusses the realities of leading communications teams inside a mission-driven organization. Lacey discusses: cross-functional collaboration managing freelancers and creative teams maintaining brand consistency balancing strategy with execution She also shares productivity habits, branding trends, and why authenticity remains the most important quality every strong brand should embody. She gives actionable lessons from a leader operating at the intersection of brand, strategy, and community impact. Entrepreneurship Data and Future Insights Lacey also previews the relaunch of the Kauffman Indicators of Entrepreneurship, a major research initiative examining entrepreneurship trends across the United States. Returning after a few years away, the reports and accompanying website will provide valuable data and insights for entrepreneurs, marketers, and business leaders alike. Lacey offers a powerful look at how strategic communication, authentic storytelling, and organizational alignment drive long-term impact. Whether you work in nonprofit communications, brand strategy, leadership, or marketing, Lacey Graverson’s insights provide valuable guidance for building stronger organizations and more effective teams.   00:00 CultivatED Marketer Episode Preview 02:58 Why Alignment Matters 05:57 Meet Lacey Graverson 07:39 Lacey’s Origin Story 10:54 Vision and Discovery Meetings 14:30 Thriving Nonprofit Messaging 16:53 Storytelling Beyond the Foundation 20:36 Comms Team as Mini Agency 22:22 Brand Stewardship and Buy In 26:37 Uncommon Leader Visionary Award 31:47 Quickfire Questions 36:36 Nominate and New Data

    39 min

  3. Apr 23

    CultivatED Marketer Ep. 45 —  How AI Is Transforming the PESO Model

    In the 45th episode of CultivatED Marketer – your go-to marketing professional development podcast – host Brent Bowen explores how AI is reshaping careers and redefining the PESO model (Paid, Earned, Shared, Owned). He lays out how AI is mediating distribution, accelerating content velocity, and shifting measurement toward predictive performance. CultivatED Marketer Ep. 45 —  How AI Is Transforming the PESO Model AI is accelerating a major shift in how marketing professionals build their careers. Where specialization once dominated, today’s landscape rewards adaptable, cross-functional marketers. Much like cross-training in athletics, modern marketers must develop diverse skill sets while maintaining strategic focus. This shift highlights the importance of continuous learning, adaptability, and expanding beyond traditional roles. Understanding AI is no longer optional – it’s a critical component of marketing career growth and long-term success. AI’s Role in Reshaping the PESO Model AI is fundamentally transforming each pillar of the PESO model, creating new opportunities for marketers to lead and innovate. 1. Paid Media: From Optimization to Autonomy AI is automating tactical execution across paid media, from keyword targeting to A/B testing. Automated bidding strategies are outperforming manual efforts, allowing marketers to shift their focus toward creative strategy and differentiation. For marketers seeking marketing leadership insights, this evolution reinforces the need to move beyond execution and into strategic thinking. 2. Earned Media: Enhancing Brand Visibility Earned media is shifting from traditional SEO to AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). Success now depends on authority, structured content, and high-quality mentions rather than just backlinks. This shift is critical for marketers focused on improving brand visibility in AI-driven search environments. 3. Shared Media: Towards Human-Centric Engagement AI is redefining how content is discovered and consumed on social platforms. Marketers must balance structured, AI-friendly content with authentic, human engagement. This is creating new opportunities to align social media strategy with measurable business outcomes, redefining the role of a company’s typical social media team. 4. Owned Media: Managing Data and Consistency Owned media remains the foundation of brand consistency and discoverability. As AI fragments content distribution, marketers must ensure structured, consistent messaging across all channels. Convergence, Structure, and Career Implications AI is breaking down traditional marketing silos, creating a need for convergence across paid, earned, shared, and owned media. Marketers who understand how these systems connect and how AI influences them will be better positioned for leadership roles. For listeners, the key takeaway is clear: success in modern marketing requires both structural awareness and adaptability. Understanding how AI impacts discoverability, content strategy, and audience engagement can directly influence marketing growth. AI Redefining Marketing Strategies AI’s role in reshaping the PESO model and redefining marketing strategies ensures a promising future for adaptable professionals. Whether you’re a seasoned practitioner or searching for marketing career advice for beginners just entering the field, the opportunity in front of you is significant. Embrace the chance to expand your skill set and lean into AI’s role in our evolving marketing landscape — this is what real marketing career growth looks like in practice. To keep up with these changes, engage with ongoing discussions around AI, brand visibility, and the convergence occurring within marketing organizations. This marketing career advice podcast exists precisely for moments like this one — to help you make sense of seismic shifts and translate them into smarter, more intentional action in your own career. 00:00 AI Career Rethink 02:45 Specialist to Generalist 04:24 PESO Model Basics 05:07 AI Blurs PESO Lines 07:58 Paid Media Autonomy 10:38 Earned Media and GEO 14:52 Shared Media Discoverability 17:29 Owned Media as Foundation 19:50 Convergence and Takeaways

    22 min

  4. Mar 26

    CultivatED Marketer Ep. 44 —  Sensorial Branding, Bold Identity, and the Future of Marketing with Mary-Catherine Reinert

    In the 44th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Julie Masson, and Matt Tidwell, PhD, are joined by Mary-Catherine Reinert, Founder of Fortissima, a firm specializing in multi-sensorial marketing for boutique hospitality and lifestyle brands. Packed with marketing career advice and marketing industry insights, this episode challenges conventional thinking of branding and delivers practical lessons from a marketing leader who built her career by breaking the rules. CultivatED Marketer Ep. 44 —  Sensorial Branding, Bold Identity, and the Future of Marketing with Mary-Catherine Reinert Mary-Catherine Reinert, or “MC” as she’s known, didn’t enter marketing through the front door. She came, as she puts it, through the loading dock. Her career began in corrugated packaging design, evolved through luxury event creation, and ultimately led her to found Fortissima, where she helps boutique hospitality and lifestyle brands build deeper, more intentional connections with their audiences through a framework she calls sensorial marketing. What Is Sensorial Marketing and Why Does It Matter? MC opens the conversation with a concept that most marketers have never considered: sensorial marketing, which she defines as the intentional design of a brand experience across all senses. While most brands live in the sense of sight, MC’s framework – which she’s expanded to seven senses – challenges marketers to think far beyond the visual. Her core question: “What does a brand feel like in your body?” For professionals focused on marketing skills development, this episode offers a genuinely fresh lens for thinking about audience connection. Her process, built through Fortissima’s CereSenseTM methodology, asks brands to discover their “brand brain,” identifying and articulating their senses to create a full, embodied brand experience that translates across both physical and digital environments. From Packaging Designer to Brand Strategist One of the most compelling elements of MC’s story is the marketing career path she blazed for herself. Her degree wasn’t in marketing. Her first industry was corrugated packaging. But she credits that grounding with giving her the discipline to deconstruct what works, study systems with integrity, and think strategically about the entire customer journey from shelf to doorstep. MC expounds marketing career advice for beginners who may feel like they’re on the “wrong” path, sharing how her own story is proof that diverse experience sharpens your edge. From packaging, she moved into luxury event design – corporate galas, nonprofit fundraisers, weddings, conferences – where she observed firsthand how sensory environments create lasting emotional memory. That insight became the foundation for the strategic work she does today. Her trajectory is a masterclass in how to grow your marketing career by following curiosity across disciplines rather than staying in one lane. Staying Grounded Under Pressure: Identity, Fear, and the Traps Brands Fall Into MC draws on her talk “Personality Under Pressure” (a hit at the Kansas City IABC Business Communicator Summit) to explore how brands, and the marketers who steward them, lose their way when fear kicks in. Impulsive discounting, competitor copying, product bloat: MC names these traps clearly and offers a framework for resisting them. Her core insight: “You can’t out-discount, but you can out-do you.” Diluting your brand identity to chase trends or mirror competitors doesn’t just erode your market position, it alienates your most loyal customers. She goes on to explain how to hold the line on brand conviction even when revenue pressure mounts – pivotal advice for marketers in leadership positions. Marketers Working with Company Founders MC’s strategic process always begins inward. Rather than jumping to mood boards and messaging guidelines, she goes deep into what a founder truly believes about the world – what made them create the thing, where they refused to compromise, and the emotional outcome they’re trying to deliver. These root-level insights become the foundation for identity, campaigns, and operational standards. She also tackles a challenge every marketer has faced: the breakdown between vision and operational follow-through. Brand strategy, she argues, too often stays locked inside a founder’s head or on a shelf in a beautifully bound notebook. When it isn’t embedded into team habits and SOPs, execution becomes mood-dependent. For marketing professionals who want to grow in marketing and lead more strategically, this practical marketing lesson bridges the strategy-to-execution gap. Measuring What Matters: Sensorial Branding and ROI For listeners wondering whether sensory branding is just beautiful theory, MC brings it back to earth with refreshing directness: “Vibes don’t pay my invoices.” Her CereSenseTM method is built to bridge the emotional and analytical sides of the marketing brain, tying each sensory touchpoint to measurable KPIs. MC shares a real client example: by implementing 15 additional sensory touchpoints for a lifestyle brand’s conference experience, they saw a 30% year-over-year increase in upsell revenue. Her team measures outcomes like: Return and repeat customer rates Unprompted referrals and reviews aligned with brand voice Website behavior (time on page, room-to-room flow, bounce rate) Rate acceptance without negotiation For anyone working on marketing tips around analytics and brand accountability, this section delivers applicable marketing insights for your brand. Sensorial Marketing in the Digital Space With so much of modern marketing happening online, MC explores how sensory branding translates to digital environments. Her answer is nuanced and practical: your copy has a cadence and even a “scent.” Your brand photography communicates texture. Your social voice in the consideration phase should sound different from your voice in the loyalty phase. The goal, she says, is “frictionless immersion.” When digital touchpoints are consistent and intentional, they trigger memories of physical senses — building loyalty, driving advocacy, and transforming both internal culture and external customer relationships. For the career-focused marketer, MC’s framing offers a genuinely new way to evaluate and audit digital brand experiences. Challenging Marketing Assumptions: What MC Hears Most from Founders MC names two assumptions she challenges most often in her consulting work, and they’ll ring true for anyone who has spent time in a marketing leadership role: “We’re different.” Most brands can describe their functional differences, but few can articulate how their customer feels. MC inverts Maslow’s Hierarchy of Needs as a provocation: stop building from safety and functionality up, and start from self-actualization down. Own who you are first, then work back to execution. “That’s a marketing problem.” When organizations treat themselves as islands rather than ecosystems, blame flows to marketing by default. MC’s reframe: everyone works for marketing, not the other way around. Identity fragmentation is usually an inside job – and fixing it starts with deconstruction, not destruction. For anyone thinking about transitioning into consulting marketing or building a practice as a brand strategist, this section offers a window into lessons from marketing leaders who’ve done the hard work of challenging clients constructively. Marketing Career Growth Through Authentic Self-Expression Throughout the conversation, MC models the very philosophy she teaches: authentic self-knowledge breeds confidence and unapologetic expression. Whether she’s describing her presentation style, often described as high-energy, humor-forward, memorable, or her conviction that marketing should be fun, her point is clear: professionals and brands that own who they are will always outperform those who imitate. This is one of the reasons CultivatED Marketer continues to grow as a marketing career podcast and marketing leadership podcast — to help professionals learn directly from practitioners like MC who have turned unconventional paths into distinctive, impactful careers. Whether you’re searching for marketing mentorship, trying to understand how to become a marketing consultant, or simply looking for marketing career growth inspiration, you’ve found the right place. Connect with Mary-Catherine Reinert LinkedIn Fortissima Brands     00:00 Smell and branding icebreaker 01:37 Personal brand scents 04:49 Key takeaways from MC 10:14 Show intro and guest bio 11:49 What is sensorial marketing 14:39 MC career journey and events 19:18 Staying aligned under pressure 21:52 High energy speaking style 25:48 Authenticity and acronyms 26:53 Founder First Strategy 29:08 Nonprofit Storytelling 31:20 Vision to Operations 34:44 Brands That Nail It 37:18 Proving ROI With KPIs 42:15 Scaling Boutique Hotels 44:52 Breaking Founder Myths 50:12 Digital Sensory Cues 53:34 Final Takeaways 54:57 Where to Find MC

    56 min

  5. Mar 12

    CultivatED Marketer Ep. 43 — The Truth About Becoming an Independent Consultant with Ashley Dennison

    In the 43rd episode of CultivatED Marketer … your go-to marketing professional development podcast, hosts Brent Bowen and Julie Masson, are joined by Ashley Dennison, Founder and CEO of CommsConsultants.com to discuss practical marketing career advice for professionals considering a transition into consulting, along with insights into building a sustainable independent business. Hear real-world insights from industry leaders about navigating the communications and marketing industry. With more than two decades of experience in communications, Ashley has built a platform that connects independent consultants with leaders seeking reliable communication support. CultivatED Marketer Ep. 43: The Truth About Becoming an Independent Consultant (From Someone Who Did It) with Ashley Dennison Ashley’s path to creating Comms Consultants began with a desire for both personal and professional freedom. After experiencing layoffs during her career, she chose to take back control by starting her own business. Her journey highlights a growing trend discussed throughout this podcast for marketing professionals: experienced communicators and marketers seeking new ways to shape their careers outside of traditional agency or corporate roles. Through her work, Ashley now helps connect organizations with experienced consultants who bring expertise in areas such as: internal communications crisis communications public affairs strategic communications leadership Her story offers powerful marketing career advice and inspiration for professionals considering a similar path. Challenges and Strategies in Independent Consulting Ashley highlights resilience as one of the most important skills for success in consulting. Like many entrepreneurs and independent professionals, consultants must learn how to navigate rejection and uncertainty. In this marketing leadership podcast episode, Ashley explains that building a financial cushion and maintaining persistence are critical for navigating the natural “feast and famine” cycles that often occur in consulting work. These insights are especially valuable for marketers thinking about long-term career growth and leadership opportunities outside traditional employment structures. Aspiring Independent Consultant: Taking the Leap For marketers considering independent consulting, Ashley recommends establishing clear timelines and financial benchmarks before making the transition. This strategy allows professionals to evaluate whether consulting is sustainable without immediately returning to traditional employment. Julie also shares her personal experience transitioning into consulting and how setting clear expectations helped her successfully navigate the change. For listeners of this marketing career advice podcast, the discussion provides practical steps for testing consulting while maintaining financial stability. Building a Personal Brand Ashley emphasizes that a strong personal brand is essential for consultants looking to attract opportunities and build credibility. Authentic communication, thought leadership, and consistent engagement – especially on LinkedIn – can significantly expand a consultant’s visibility and influence. See Lynn Zimmerman’s authentic viral LinkedIn post here. Her own experience growing a substantial LinkedIn audience demonstrates how professionals can use digital platforms to establish authority and attract clients. For seasoned or new marketers alike, this marketing professional development podcastprovides practical guidance on how personal branding can open new career opportunities. The Future of Consulting and the Gig Economy Ashley also shares her perspective on the future of communications consulting, and consulting at large, noting the growing reliance on contract talent and the expansion of the gig economy. Many organizations are shifting away from traditional agency models and instead seeking specialized expertise from independent consultants. As AI continues to reshape the communications and marketing industry, adaptable professionals who build strong networks and niche expertise will be increasingly valuable. This conversation reinforces why shows like CultivatED Marketer — a podcast for marketing professionals focused on leadership and career growth — are helping marketers prepare for the evolving future of the industry. Ashley Dennison’s Independent Communications Consulting Journey Ashley Dennison’s journey offers valuable lessons for anyone exploring independent consulting or considering new directions in their marketing career. Her perspective on resilience, personal branding, and industry trends provides practical guidance for professionals navigating an increasingly flexible and dynamic workforce. Sharing her story, and others like it, are why CultivatED Marketer strives to continue growing as a marketing career podcast and marketing leadership podcast — to help marketers learn directly from experienced industry professionals. For more resources and insights from Ashley, follow her on: LinkedIn Her Substack newsletter Solopreneur 101 Comms Consultants   01:22 Meet Ashley Dennison 03:52 From Journalism to Comms 05:58 Going Solo After Layoffs 07:21 Why Build Comms Consultants 14:42 Resilience for Consistent Work 19:32 Taking the Leap Safely 24:01 Commit Full Time 28:11 Future Of Gig Work 31:54 AI And Talent Shifts 34:39 Personal Brand Matters

    48 min

  6. Jan 29

    CultivatED Marketer Ep. 42 — Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications

    In the 42nd episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Mike Farag, CEO and Chief Strategy Officer at Fervor, an award-winning strategic marketing agency. Mike shares his journey from the corporate world to building a purpose-driven career, offering powerful insights into career development, professional growth, and aligning personal values with marketing communications across both for-profit and nonprofit sectors. CultivatED Marketer Ep. 42 —  Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications Mike’s path toward purpose-driven work began with a life-changing mission trip to Haiti in July 2008. There, he met a young orphan named Daniel whose joy and resilience reshaped Mike’s understanding of success and fulfillment. That moment ultimately led Mike to transition from his corporate role at Sprint into work centered on impact and meaning. As Mike discussed his shift into nonprofit marketing, he highlighted the importance of adapting marketing communications strategies to connect with diverse audiences. Navigating this transition required intentional learning, empathy, and a commitment to continuous professional development – especially when moving between corporate and nonprofit environments. Despite the challenges, Mike found renewed purpose in helping organizations build brands that truly matter. Building Organizational Trust Through Internal and External Communications On building brand trust, Mike says he draws a lot of inspiration from Cory Sheer, emphasizing the difference between brand awareness and genuine brand trust, noting that trust is built through consistent, authentic internal communications and external communications. For nonprofits in particular, investing in thoughtful communication strategies is essential for building long-term relationships with donors, stakeholders, and communities. Mike encouraged organizations to move beyond a scarcity mindset and view communication as a core function, rather than a luxury. This approach reinforces transparency, strengthens leadership credibility, and supports sustainable organizational growth. The Role of Organizational Culture in the Success of a Brand Julie calls out a study done and how St. Jude is the most trusted nonprofit organization, and they achieved this by spending over $100M in marketing. Mike shared practical advice for leaders focused on professional development, starting with simple but powerful internal actions. Regular, authentic communication from leadership plays a critical role in shaping culture and alignment. As Mike put it, “Culture begets communication, and communication begets culture.” Drawing from his book, Marketing with Fervor, Mike outlined a framework that helps organizations articulate purpose, clarify messaging, and build cohesive marketing strategies. These principles support both marketing professional development and healthier internal cultures – ensuring organizations grow from the inside out. Translating Organizational Purpose into Day-to-Day Decisions While some industries struggle with purpose-driven branding in polarized environments, as noted in the interview with Fred Cook and the Annenberg study, Mike believes purpose remains essential for nonprofits and mission-driven organizations. Purpose provides clarity, direction, and authenticity – key ingredients for meaningful career development and organizational impact. Mike’s perspective reinforces the value of communication professional development rooted in integrity and consistency. By showing up as the same person in every setting, leaders can foster trust, strengthen culture, and build brands that resonate deeply with their audiences. Mike Farag’s story is a compelling reminder that professional growth doesn’t have to come at the expense of personal values. By aligning purpose with marketing communications, leaders can create meaningful change while advancing their own career development.     03:07 The Importance of Nonprofit Communications 06:21 Mike Farag’s Journey from Corporate to Nonprofit 09:31 Challenges and Strategies in Nonprofit Marketing 17:49 Building Organizational Trust and Effective Marketing for Nonprofits 24:42 Overcoming Scarcity Mentality in Nonprofits 27:35 Google’s Secret Sauce and Nonprofit Challenges 29:42 Integrating Purpose and Career 33:11 Translating Purpose into Action 35:44 The Future of Cause Marketing 41:29 Building Organizational Trust with Internal Communications

    50 min

  7. Jan 15

    CultivatED Marketer Ep. 41 —  Why Event Marketing Is Making a Massive Comeback with Jonathan Mast

    In the 41st episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Jonathan Mast, a Kansas City-based marketer who transitioned from digital and social media marketing to event marketing. Jonathan discusses the evolution of event marketing, particularly in the age of AI, and provides valuable tips for anyone looking to make their events memorable and impactful. With more than 17 years of experience across digital media, branding, and external communications, Jonathan brings practical insights for communications professionals looking to sharpen their skills and grow their careers. CultivatED Marketer Ep. 41 —   Why Event Marketing Is Making a Massive Comeback with Jonathan Mast Jonathan’s path into event marketing was unplanned – but transformative. While working at Sedgwick, he noticed missed opportunities to extend the value of live events beyond the room. That realization sparked new strategies such as post-event video content, live social engagement, and follow-up storytelling that strengthened both external communications and audience trust. This approach highlights a core principle of effective marketing communications: events shouldn’t end when the doors close. Instead, they can become powerful tools for communication professional development, helping marketers build community, credibility, and long-term engagement. Jonathan also emphasizes that great event marketing relies on meticulous planning. From logistics to thoughtful details like branded hand towels, every touchpoint contributes to the experience, and to the brand story being told. The Resurgence of In-Person Events and Career Development Opportunities As digital tools evolve and misinformation becomes easier to spread, Jonathan believes authenticity is more valuable than ever. To answer the question, “why brands should do in person events,” he echoes Mark Cuban’s prediction that fueled by the desire for genuine human connection, in-person events will continue to rise. For early-career marketers, event marketing offers hands-on opportunities for professional growth that can accelerate career development. Live events build skills in relationship management, storytelling, leadership, and adaptability – core competencies for anyone pursuing professional development for communications professionals. Leadership Lessons That Support Professional Growth Jonathan credits much of his success to mentors who emphasized kindness and confidence over ego. His leadership philosophy, “confidence over cockiness,” aligns closely with sustainable internal communications and team-building practices. For those navigating their own continuous professional development, Jonathan encourages collaboration, humility, and empathy. These qualities not only strengthen teams internally but also improve how brands show up externally. Technology, AI, and the Future of Event Marketing Communications Even in traditional industries like workers’ compensation, Jonathan sees technology reshaping how marketers connect with audiences. From personalized digital experiences to AI-powered insights, adaptive strategies are becoming essential for effective external communications. Jonathan believes future success lies in blending technology with human insight — an approach that reflects strong continuing professional development and keeps marketers competitive in a rapidly evolving landscape. With respect to communications and marketing, the group discussed reaching people where they are at and mention of the following generational communications preferences: Jonathan Mast’s insights underscore the growing importance of event marketing as a strategic pillar of marketing communications and professional growth. By combining thoughtful planning, authentic connection, and evolving technology, marketers can drive meaningful engagement while advancing their own career development. You can connect with Jonathan on LinkedIn.       01:43 Jonathan’s Career Journey 02:10 Event Marketing Insights 04:17 Early Days of Social Media 08:03 Transition to Event Marketing 14:19 Event Planning Essentials 19:55 Ensuring Timely Delivery of Promised Materials 20:43 The Impact of Technology on Meetings 22:15 Artificial Intelligence and the Milli Vanilli Effect 23:47 The Challenges of Virtual Meetings 25:22 The Future of In-Person Events 26:22 Event Marketing in the Age of AI 35:05 Leadership Lessons and Career Advice 37:23 Final Thoughts on Event Marketing

    39 min

  8. 12/19/2025

    CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba

    In the 40th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency. CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence. The Five Cs of Branding Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals: Commitment: Brands must anchor themselves with purpose and vision, much like Estee Lauder’s iconic “jar of hope.” Construct: Logos, style, tone, and identity form the visual and emotional construct of a brand. Community: Employees, customers, and stakeholders form the community that carries a brand’s message—an essential concept in external communications. Content: Marketing communications, public relations, and storytelling fuel brand awareness and trust. Consistency: Brand loyalty grows when messaging, design, and values remain steady over time, as seen with Oprah Winfrey and long-standing Fortune 500 campaigns. Insights from Experience: Professional Development and Branding Success Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development. The Role of Community in Professional Growth A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development. A Personal Take on Brand Loyalty Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships. We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn.   01:37 The Importance of Personal and Corporate Branding 02:31 Derrick’s Branding Expertise and Career Highlights 04:41 Introduction to the Five Cs of Branding 08:22 Derrick’s Journey and Writing Career 12:32 Deep Dive into the Five Cs of Branding 16:48 Consistency: The Hardest C to Master 18:19 Derrick’s Role in the IABC and Branding Success Stories 21:35 The Evolution of Logos in a Visual World 22:23 Successful Rebranding Strategies 23:03 Case Study: Kraft and Heinz 23:31 Branding from Scratch: A Telecom Example 24:56 The Power of Consistency in Branding 26:50 Personal Branding Insights 27:38 The Inspiration Behind ‘Omics’ 29:19 The Importance of Small Interactions 33:11 Advice for Career Reinvention 36:53 The Value of Professional Communities

    44 min
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5
out of 5
6 Ratings

About

Grow Brand YOU

Information

  • Creator
    Cultivated Marketer
  • Years Active
    2020 - 2026
  • Episodes
    48
  • Rating
    Clean
  • Copyright
    © 2020 - 2026
  • Show Website
    CultivatED Marketer