Pebble Presents

Pebble Strategy
  • 5.0 (1)
  • Marketing

Welcome to Pebble Presents, where we explore the latest trends in marketing, research, and brand strategy. Join Emelia Rallapalli, Founder of Pebble Strategy, as she uncovers inspiring and interesting stories from leaders in business, marketing, insights, and design.Whether you’re new to the world of business and insights, or a seasoned practitioner of the dark art of marketing, Pebble Presents is a place to hear Emelia and her guests dig into the inner workings – and potential futures – of the world of innovation, creativity, and marketing.Subscribe to get notified about the latest episodes, and find us over on PebbleStrategy.com, Instagram, and LinkedIn.

  1. 2d ago

    Episode 19: Large language models are your brand’s new audience

    In this episode of Pebble Presents, I chat with Dev Finley about how large language models (LLMs) are becoming a new kind of audience for brands, and what that means for the people responsible for brand and marketing strategy. You’ll hear us discuss why LLMs are becoming an influential part of the buyer journey, and what AI models actually look for when deciding whether to recommend a brand, and what erodes that confidence. We also get into the metrics that matter when implementing better AI brand alignment. Emelia Rallapalli is the founder of Pebble, a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Dev Finley works across brand strategy, storytelling, and partnerships. He’s helped tech companies—from Apple, Microsoft, and C3.ai to early-stage startups—find their voice, sharpen positioning, and build brand programs that drive growth. Today, Dev is helping brands claim their story in a market being reshaped by AI, and building the strategies, narratives, and tools to do it. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts, Spotify, and YouTube to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References Studio Devoe website: https://www.studiodevoe.com/Dev Finley on Instagram: https://www.instagram.com/devoeDev Finley on LinkedIn: https://www.linkedin.com/in/devfinley/ Show Notes  0:38 - Emelia introduces Dev Finley, who works across brand strategy, storytelling, and partnerships 2:15 - Dev's path from journalism school to advertising in San Francisco 6:00 - LLMs as an influential audience; and why they're not the same as a search channel 11:23 - AI brand alignment, defined — and why brands can't opt out of it 18:40 - Does AI favor big brands with big budgets, or does it level the field? 21:38 - The old website pages nobody's cleaning up, and why AI is reading them anyway 22:43 - Why "share of model" is the wrong way to measure AI visibility 28:34 - Where TV, radio, and out-of-home still fit in an AI-driven world 32:22 - What brands actually need to get right: positioning, pricing, and proof 36:25 - How executives can actually track whether AI brand alignment is working 44:11 - Lightning round 48:27 - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters

    Episode 19: Large language models are your brand’s new audience

  2. Jul 13

    Episode 18: The trouble with average customers

    In this episode of Pebble Presents, I chat with Paul Peterson, founder of CoinJar Insights & Strategy and author of The Catalytic Customer: Accelerating Innovation and Growth from the Outside In, about business innovation and the catalytic customer. You’ll hear us discuss Paul’s career arc, his journey to planning, innovation, and becoming an author; what innovation actually means; and how to align product and marketing if they aren’t necessarily talking about the same thing. We’ll talk about The Catalytic Customer, who they are, what traits to look for, and how to find them. And finally, we dive into what A.I. changes about customer insights, and what it fundamentally can’t change.  Emelia Rallapalli is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Paul Peterson is the founder of CoinJar Insights & Strategy and author of The Catalytic Customer: Accelerating Innovation and Growth from the Outside In.  With more than 30 years in market research and innovation consulting, he has worked with companies including Google, Amazon, BMW, and HP, helping teams navigate high-stakes product and positioning decisions. His work is grounded in a simple observation: most teams don’t struggle to gather input—they struggle to decide what to trust. His book introduces the concept of the Catalytic Customer—experienced, highly engaged individuals in a category whose perspectives help reveal where the market is going and what will make a product meaningfully better.  Today, he works with product leaders to identify and apply these customers’ insights in moments where decisions need to hold under real-world pressure. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References CoinJar Insights & Strategy website: https://www.coinjarinsights.com/The Catalytic Customer by Paul Peterson: https://bookshop.org/a/124174/9798999505736Paul Peterson on LinkedIn: https://www.linkedin.com/in/paul-peterson-mr/Find Pebble Presents on YouTube Show Notes  0:27 - Emelia introduces Paul Peterson, founder of CoinJar Insights and author of The Catalytic Customer 2:12 - Paul’s path from ad agency temp to 30 years in market research 09:53 - The pivot to book author 15:48 - Defining "innovation" — and where product and marketing miss each other 21:10 - Why research often fails to prevent bad decisions 25:38 - The role of trust in data — and the early warning signs of a broken approach 29:42 - The origin of "catalytic customer" 33:36 - Why every chapter ends with an action worksheet 35:23 - The three traits of a catalytic customer, vs. a heavy user 40:28 - Turning "they're too knowledgeable" on its head 43:42 - Building a systematic process for catalytic customer input 46:19 - Where AI helps insights — and where it pushes toward average 51:30 - Lightning round 57:18 - Closing thoughts and where to find the book Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters

    Episode 18: The trouble with average customers

  3. Jun 11

    Episode 17: The part of design AI can't replace

    In this episode of Pebble Presents, I chat with Kenneth Young, award-winning Industrial Designer and founder of Now Studio, about industrial design: what it is, why it matters, and what it looks like to build an independent design practice around it. Now Studio has been thriving at a time when many studios are struggling. In today’s conversation, Ken unpacks for us exactly why he thinks that is, and what it tells us about where creative work - specifically industrial design - is heading.  In today’s episode, we discuss Ken’s journey into industrial design, what industrial design actually is, and where it fits into the product creation process, how Now Studio operates differently, and why clients are rewarding their approach right now. We also talk AI and commoditization and how these things are changing the field of industrial design, and where human craft and judgment can’t be replicated.  If you want to improve the outcomes in your industrial design partnerships, this episode is for you!  Emelia Rallapalli is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Kenneth Young is an award-winning industrial designer and founder of Now Studio in San Francisco. With a diverse background in product development, he has helped bring dozens of successful products to market across multiple industries worldwide. Guided by a passion for purposeful design, Kenneth focuses on creating meaningful experiences that connect consumers with mission-driven brands. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References Now Studio website: https://www.now-studio.comKenneth Young on LinkedIn: https://www.linkedin.com/company/now-studio-sfFind Pebble Presents on YouTubeShow Notes  0:27 - Emelia introduces Kenneth Young, NOW Studio, and what this episode covers 2:12 - Kenneth's path into industrial design, from New Zealand to San Francisco 6:39 - How design culture varies by geography — and what's distinctive about the Bay Area 8:15 - The personal and family influences behind how Kenneth approaches his work 9:51 - What led Kenneth to start NOW Studio 12:28 - What industrial design actually is — beyond the functional definition 14:21 - How industrial design differs from product design, and where it fits in the product development process 21:16 - What NOW Studio does differently — and why it's attracting clients in a difficult market 31:20 - Where commoditization is reshaping industrial design — and where it isn't 34:20 - AI's impact on industrial design: where it helps, and where it falls flat 37:07 - Kenneth's advice for people entering the field 42:20 - What to look for when hiring an industrial design studio 47:42 - Lightning round 51:51 - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters

    Episode 17: The part of design AI can't replace

  4. May 13

    Episode 16: Semiotics and the hidden language of culture with Nick Gadsby

    In this episode of Pebble Presents, I chat with Nick Gadsby, Commercial Semiotician, Anthropologist, and Founder, about semiotics: a research methodology that most American marketers don’t understand, and might be missing out on. Unlike traditional research methods that focus on what people say, think or do, semiotics examines the signs, symbols, and cultural codes that influence how people make sense of the world around them. We'll talk about what semiotics is, why it matters for business strategy, and Nick will share practical, real-world examples of semiotics in action, talking about how the post-binary cultural shift connects to today’s fragmented media landscape.  NOTICE: There are visual slides shared in this episode - please visit Pebble Presents on YouTube to view Emelia Rallapalli is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  With an academic background in Anthropology (for which he has a PhD from UCL), Nick Gadsby is a Commercial Semiotician and Anthropologist, founder of The Answer - his cultural insight company, which provides cultural analysis for clients across numerous categories from finance to fmcg.  Welcome to Pebble Presents. - - - - - - - - - Like the episode? Please share with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References Nick Gadsby on LinkedIn: https://www.linkedin.com/in/nickgadsbytheanswer/Website: https://www.theanswerinsight.com/Find Pebble Presents on YouTubeWired For Culture - by Mark Pagel (referenced) - https://bookshop.org/a/124174/9780393344202The Blank Slate - by Steven Pinker (referenced) - https://bookshop.org/a/124174/9780142003343Thinking, Fast and Slow - by Daniel Kahneman - https://bookshop.org/a/124174/9780606275644 Show Notes  0:27 - Emelia introduces Nick and the episode's focus 2:27 - Nick explains how he ended up in the field of semiotics 6:29 - Nick defines and discusses semiotics and why business leaders should care about it 10:32 - Nick walks us through how semiotics works as it relates to culture 21:42 - Nick discusses what decisions semiotics helps clients make, sharing B2C and B2B examples 39:45 - Nick explains the shift from binary to post-binary thinking, and how that can help marketers 50:18 - Nick discusses the need for semiotic analysis to be specific to its regional cultures 53:46 - Nick describes the connection between semiotics and system 1 thinking 1:01:54 - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters

    Episode 16: Semiotics and the hidden language of culture with Nick Gadsby

  5. Apr 27

    Episode 15: The elements of branding with Johanna Pino

    In this episode of Pebble Presents, I talk with Johanna Pino, brand strategist, graphic designer, author, and instructor, about how to successfully brand a product or business. We discuss Johanna’s career journey, the four stages of successful branding, and what can get you to a sound design strategy (as well as the importance of implementation). This episode isn’t about one designer’s preferences. It’s about what’s possible when you apply a reliable method of brand work, so the investment has tangible impact.  If you work in marketing, branding, or create assets and communications that use your company’s brand, this is for you! Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Johanna Pino is a brand strategist, graphic designer, author, and instructor. She has been creating strategy, identity, and strategic communication for startups and Fortune 100s, across industries for 30 years. Her passion is in creating functional beauty that solves problems and makes the world better. Welcome to Pebble Presents. - - - - - - - - - Like this episode of Pebble Presents? Share it with colleagues & friends! Apple Podcasts and Spotify to rate/review/subscribe to the show. PebbleStrategy.com.  You can also find us on LinkedIn and Instagram. Thanks for listening! References The Elements of Branding by Johanna D. PinoJohanna Pino on LinkedInJohanna Pino BrandingWhat Color is Your Parachute by Richard N. Bolles (referenced)Show Notes 0:28 - Emelia introduces Johanna and today's focus 2:40 -  Johanna traces her unlikely path to branding 6:34 - Johanna on family influence — and why blazing her own trail was the only option 8:02 - Johanna explains why she wrote The Elements of Branding — and what she wanted it to do differently 14:11 - Johanna breaks down the 4 stages of branding and why each matters 17:27 - Johanna on navigating conflicting stakeholder opinions 19:11 - Johanna on external audience research, customer opinion, visual equities — and how she applies each 23:41 - Johanna shares how to present discovery so client teams can align for strategy 26:13 - Johanna talks through phase lengths, design process, and team structure on the client side for decision-making 34:53 - When to lock design direction and why implementation needs as much planning as the design 42:54 - Johanna's advice for business leaders to set their branding process up for success 44:24 - Emelia leads Johanna through our lightning round 51:48  - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited & Post Produced by Erin Zimmerman Artwork & Design by Liisa Turan-Walters

    Episode 15: The elements of branding with Johanna Pino

  6. Apr 6

    Episode 14: Here Be Dragons: The case for creative independence with Eric Dunn

    In this episode of Pebble Presents, I talk with Eric Dunn, co-founder and executive director of Here Be Dragons, about creative independence and what it reveals about where the industry is heading. We dig into why consolidation creates opportunity for micro agencies, how independent shops are collaborating rather than competing, and what it takes — on both the agency and client side — to do work that actually holds up. Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Eric Dunn is the co-founder and executive director of Here Be Dragons, a San Francisco-based creative agency. Over 25 years, he's worked with clients ranging from startups to Fortune 500 companies to the U.S. government, earning a reputation as what he calls "a zealot for creatively driven brands." Here Be Dragons has created work like "Shoulda' Been There" for Improv Comedy Clubs — the club's first brand campaign in its 60-year history. He is one of the clearer, more honest voices I've encountered on what's actually happening in the creative industry right now. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References Eric Dunn on LinkedIn: https://www.linkedin.com/company/here-be-dragonsHere Be Dragons website: https://www.hbdagency.comShow Notes  0:28 - Emelia introduces today’s special guest and topic 3:32 - Eric shares how he got into advertising and creative work 6:04 - Eric on the founding of Here Be Dragons 11:21 - Eric and Ken's early conversations about what Here Be Dragons would stand for 13:36 - Emelia and Eric discuss agency consolidation and what it means for independent shops 21:27 - Eric shares what clients want that large agencies can't deliver — and what makes a strong client partner for an independent agency. 34:21 - How the collaborative micro-agency model works at Here Be Dragons 42:23 - The business reality: how independent agencies make the economics work 45:52 - Eric and Emelia discuss the talent and mentorship crisis: what's been lost and what's at stake 57:07 - What AI still can't do. 59:20 - What Eric is optimistic about for the future of the creative industry 1:01:57 - Emelia wraps up the episode

    Episode 14: Here Be Dragons: The case for creative independence with Eric Dunn

  7. Mar 19

    Episode 13: When a brand strategy firm becomes its own client with Liisa Turan-Walters & Theo Fanning

    In this episode, Emelia Rallapalli pulls back the curtain on Pebble Strategy's recent brand refresh with longtime collaborators Liisa Turan-Walters and Theo Fanning. Together, they walk through why the timing was right, how they approached the project, and why strategy has to lead design. They cover the steps of a brand refresh and how to set teams up for success during a new brand system rollout. Emelia closes with what she learned by becoming her own client — and how it's changed Pebble. Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Liisa Turan-Walters is a creative who builds practical, scalable brand systems — designing frameworks that carry across every touchpoint, from websites and decks to print and physical spaces. Her clients have included Google, Visa, Samsung, TED, UnitedHealthcare, Hippo Insurance, and McDonald's. Theo Fanning is the founder and creative director of Strange & Co., with a career spanning branding, advertising, and experience design across companies large and small. An illustrator and filmmaker by background, he brings a distinctly multidisciplinary lens to brand and creative work. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! References Book: Building Distinctive Brand Assets, by Jenni RomaniukShow Notes  0:21 - Emelia introduces today’s guests and topic 0:50 - Liisa and Theo share the career paths that led them here 3:20 - Liisa shares why it was the right time for a Pebble brand refresh 9:20 - Theo and Liisa describe their approach to reworking the Pebble website 10:38 - Emelia discusses how the team employed and applied a strategy around the design for Pebble 15:20 - Theo and Liisa share when they think it's time for a brand refresh 17:08 - Emelia, Liisa, and Theo discuss characteristics of bad branding and core steps in the redesign 30:47 - Theo and Liisa discuss when to do a full rebrand versus refresh 31:35 - Liisa shares how to enable client teams for implementation success  40:26 - Emelia describes how the brand refresh for Pebble went, and her takeaways 48:32 - Theo and Liisa participate in a lightning round 53:08 - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters Website copy by Theo Fanning Pebble illustrations by Goce Ilievski Pebble website UX and Development by Eric Hsu This Episode was recorded at Handsome in San Francisco, CA.

    Episode 13: When a brand strategy firm becomes its own client with Liisa Turan-Walters & Theo Fanning

  8. Feb 4

    Episode 12: Making brand everyone's business with Emily Cushman

    In this episode, Pebble Presents Emily Cushman. Emily walks us through her journey from her second-grade self (knowing she wanted to work in branding and advertising) to the cultural shift working in agencies vs working client-side. She shares what she’s found most effective when making a case for brand in companies where teams don’t know - or, in some cases, don’t care - about brand. Listen in to hear why Emily thinks research and insights are an essential part of brand building. Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  Emily Cushman is a brand and creative leader who’s spent more than twenty years helping some of the world’s most loved brands find their voice and purpose. Today, as Director of Global Brand Strategy at Zendesk, she leads the charge on defining what the brand stands for — turning strategy into stories and ideas that connect with people on a human level.  Over the years, Emily has guided Fortune 500 companies and emerging brands alike to bridge the gap between purpose, product, and experience, and her work has always centered on helping brands show up with clarity, heart, and authenticity. At her core, Emily is a storyteller — one who believes the best brands don’t just sell, they inspire. She’s passionate about uncovering the spark that moves people, and turning that insight into creative ideas that build connection, culture, and growth. Welcome to Pebble Presents. - - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! Show Notes  0:28 - Emelia introduces today’s special guest and topic 2:06 - Emily recalls the journey that led her to her current profession 6:36 - Emelia shares a memory that Emily unlocked for her - and the two discuss looking back to pay-it-forward 19:27 - Emily divulges what happened, professionally, when she stepped out on her own 20:46 - Emily discusses how brand strategy discipline lives within the organization on the company side vs. on the agency side 23:56 - Emily recounts an example of when she was able to talk about brand so the organization recognized its necessity 26:09 - Emily describes what her team has done to position Zendesk globally for growth 28:26 - Emily shares where she sees insights being used and leveraged with the greatest impact for brand in organizations  37:00 - Emelia and Emily discuss the brand as behavior, not just message 39:11 - Emily describes the culture of her company and if she has had to evangelize and make the case for brand 41:20 - Emily shares what she’s found has helped make the financial case for brand 43:11 - Emelia invites Emily to participate in a lightning round 51:44 - Emelia wraps up the episode Episode Credits Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and Design by Liisa Turan-Walters

    Episode 12: Making brand everyone's business with Emily Cushman
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Welcome to Pebble Presents, where we explore the latest trends in marketing, research, and brand strategy. Join Emelia Rallapalli, Founder of Pebble Strategy, as she uncovers inspiring and interesting stories from leaders in business, marketing, insights, and design.Whether you’re new to the world of business and insights, or a seasoned practitioner of the dark art of marketing, Pebble Presents is a place to hear Emelia and her guests dig into the inner workings – and potential futures – of the world of innovation, creativity, and marketing.Subscribe to get notified about the latest episodes, and find us over on PebbleStrategy.com, Instagram, and LinkedIn.

Information

  • Creator
    Pebble Strategy
  • Years Active
    2025 - 2026
  • Episodes
    20
  • Rating
    Clean
  • Copyright
    © 2026 Pebble Presents
  • Show Website
    Pebble Presents