Brandformance

Pranav Piyush
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  • Marketing
  • Updated Biweekly

Dive into insightful interviews with industry leaders exploring topics like Measurement, Behavioral Science, Brand performance, and more. Uncover the secrets of marketing success as we go beyond trends and buzzwords. 

  1. 5d ago

    Why Enterprise Brands Are Shifting 50% of Budgets to Creators

    Arthur Leopold, CEO and Co-founder of Agentio, joins this week’s episode of Brandformance with Pranav Piyush to break down why the world’s largest advertisers are moving away from traditional digital ads and going all-in on creator media. With half of all digital attention now focused on creator content, legacy marketing plans are becoming increasingly difficult to defend in the boardroom. In this episode, we cover: • The Trust Deficit: Why consumers trust creators 70% more than traditional brands, and how industry giants like Unilever are aiming to shift 50% of their marketing spend directly to creators. • Creators vs. Influencers: The fundamental difference between legacy, one-off #ad campaigns and partnering with niche authorities who act as effective micro-creative agencies. • Partnership Ad Efficiency: A look at Meta’s internal data showing that dual-handle partnership ads deliver 19% better efficiency compared to business-as-usual brand ads. • YouTube Integrations: Why 90-second, host-read YouTube integrations remain the most effective and underpriced ad inventory on the market, driving 85% to 87% view-through rates. • 0-to-1 Strategy for Brands: The importance of setting up strict measurement infrastructure, automating the buying process to achieve scale, and targeting mid-tier creators rather than nano-influencers or mega-stars like MrBeast. • Unexpected Niches: How algorithmic platforms help brands discover highly converting audiences outside their core demographic, such as a men's grooming brand finding top-tier performance by sponsoring a Maine lobster fisherman. Follow Arthur: • Instagram: https://www.instagram.com/artiegrams/ • Website: https://www.agentio.com/ Follow Pranav: • X: https://x.com/pranavpiyush • Instagram: https://www.instagram.com/pranavmktg/ • TikTok: https://www.tiktok.com/@pranavtalk • Website: https://www.pranavpiyush.com/ Follow Paramark: • YouTube: https://www.youtube.com/ ⁨@ParamarkHQ⁩   • X: https://x.com/paramark_hq • Website: https://paramark.com/ Chapters: 00:00 - Introduction & The Power of Creator Trust 01:40 - Agentio’s Growth & Unilever’s 50% Shift to Creators 04:14 - Why Legacy Advertising is Losing to Creator Media 09:39 - AI-Generated Content vs. Authentic Creator Trust 13:18 - The Evolution from "Influencer" to "Creator" 16:24 - Why Meta Partnership Ads Outperform Standard Ads 19:32 - Step-by-Step: Taking a Brand from 0 to 1 in Creator Marketing 25:08 - Solving Data Friction & Building Trust with Creators 28:03 - The Arbitrage Opportunity in YouTube Integrations 31:36 - How to Price Creator Media: CPMs vs. Ad Spend 35:17 - The Future of the Creator Tech Ecosystem 38:42 - Closing Thoughts & Where to Find Agentio

    Why Enterprise Brands Are Shifting 50% of Budgets to Creators

  2. Aug 17

    Why most A/B tests fail—and what actually improves conversion rates

    Why do most A/B tests fail to produce any meaningful improvement—and what separates a useful experiment from another inconclusive result? In this episode of Brandformance, Pranav Piyush speaks with Casey Hill, CMO at Do What Works, about what thousands of real-world website experiments reveal about conversion rate optimization. They explore: Why most A/B test variants fail to move the needle The three checks to make before launching an experiment Why specific messaging consistently beats generic benefits How reassurance copy can remove conversion barriers What marketers misunderstand about benchmarks and confidence Why customer logos alone may no longer build trust How to position AI products without relying on empty language Whether websites still matter in a world of AI agents and LLMs For CMOs, growth leaders and B2B marketers looking to make smarter website and experimentation decisions, this conversation offers practical lessons grounded in actual testing data.

  3. Aug 10

    How to change what people think about your brand

    How do you change what people think about an established brand—without throwing away everything that made it valuable? In this episode, Pranay Piyush sits down with Meiling Tan to unpack lessons from two very different brand challenges: helping Care.com evolve beyond childcare and building the Waymo brand when self-driving cars still sounded like science fiction. Meiling shares why the best brand transformations go far beyond a new logo or campaign. They require alignment across product, customer experience, communications, leadership, and marketing. They discuss how Care.com repositioned itself from a childcare utility to a broader caregiving brand—and went on to deliver its first quarter of new membership growth in nearly four years. Meiling also takes us inside the early days of Waymo, explaining how the team built trust in self-driving technology by focusing on the human problem it could solve. Plus, they explore why brand and product are inseparable in the customer's mind, how to get CEOs and CFOs to invest in brand, why leading indicators still matter, and the marketing experiment Meiling would run with an unlimited budget. For CMOs, brand leaders, and marketers trying to connect brand building to real business growth, this episode is packed with practical lessons.

  4. Aug 4

    Why the performance marketing era is over

    Has performance marketing reached its limits? In this episode, Pranay Piyush sits down with Peter Sengenberger, who has spent more than 25 years in direct response, infomercials, consumer marketing, and B2B demand generation. Together they explore why today's best marketers are looking beyond digital channels to build long-term brand growth.

  5. Jul 27

    How Intercom built an in-house marketing measurement engine

    In this Office Hours episode, Pranay Piyush sits down with Raunak Kumar to discuss how he built incrementality testing and marketing measurement systems at companies like Stripe and Intercom. Together they cover: How to build an in-house incrementality program Choosing the right success metrics for MMM Why B2B marketing measurement is different from B2C Geo holdout experiments and what they revealed How to earn executive buy-in for experimentation Common mistakes when building MMM models Why uncertainty matters more than precision When to build vs. buy a measurement platform Whether you're building your first MMM model or scaling an experimentation program, this episode is packed with practical advice for marketing leaders and analytics teams.

  6. Jul 21

    How Gamma built one of AI's fastest-growing marketing teams

    In this episode, Kristin Fracchia — Head of Marketing at Gamma, the AI presentation and website platform with nearly 100 million users — breaks down what it takes to run marketing inside a hypergrowth AI startup where the playbooks expire every quarter. She explains why an AI, product-led company still needs salespeople and human trust, how she staffs a ten-person team of generalists who each spike on brand, growth, or product marketing, and why she plans in a “narrative arc” rather than annual plans. Kristin digs into Gamma's creator engine — 300 to 400 influencer posts a month — and the thinking behind stunts like the nation's first large-scale drone-and-projection show in San Francisco, planned in five weeks. She makes the case that doing things faster with AI isn't the point (the job to be done is), and that the real edge is soul,taste, and solving real problems. She closes on the trait she now hires for above all else: plasticity.

  7. Jul 13

    The marketing measurement terms every CMO should know

    In this episode, Pranay Piyush and Sundar Swaminathan break down the most important concepts behind marketing mix modeling (MMM) and incrementality testing in plain English. They explain:  What baseline and incremental sales really mean  How control variables affect marketing models  Adstock, carryover, and why advertising has lasting effects  Saturation curves and diminishing returns  Bayesian vs. frequentist statistics  Why statistical significance isn't as objective as most marketers think  Multicollinearity, endogeneity, and other commonly misunderstood terms Whether you're a CMO, VP of Marketing, growth leader, or performance marketer, this episode will help you understand the language behind better marketing decisions.

  8. Jul 6

    Why the smartest brands are investing in affiliate marketing

    In this episode, Tye DeGrange — founder and CEO of Round Barn Labs — makes the case that affiliate and partner marketing, done right, is a trust-building channel rather than the “bottom feeder” its reputation suggests. He explains why the modern trust gap creates an opening for authentic third-party partners, why affiliate is better understood as a multi-channel lever with 15+ partner types than a single channel, and how incentives quietly determine outcomes. Tye digs into the measurement problems that plague the channel — why server-to-server tracking beats pixels, why last-click rewards the wrong partners, and how to feed impression data into marketing mix models. He shares standout campaigns (eBay Motors’ multi-year Bring a Trailer build; an 81% traffic lift from a single mid-tier YouTube creator for Atlassian) and the misconceptions that keep brands from managing affiliate like the real channel it is. It's a practical tour of a channel most performance marketers underrate.

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About

Dive into insightful interviews with industry leaders exploring topics like Measurement, Behavioral Science, Brand performance, and more. Uncover the secrets of marketing success as we go beyond trends and buzzwords. 

Information

  • Creator
    Pranav Piyush
  • Years Active
    2024 - 2026
  • Episodes
    70
  • Rating
    Clean
  • Copyright
    © 2026 Brandformance
  • Show Website
    Brandformance