Best Brands on Earth, from the Clios

Hayley Clover and Matt Kerbel
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What does it take to build something people don’t just buy, but truly believe in? BBOE brings you inside conversations with leaders behind the brands that have shaped culture and earned lasting relevance, unpacking the ideas, decisions, and creative ingenuity that made them what they are, and what any builder can learn from them.

Episodes

  1. 6d ago

    Episode 008: Zech Francis, CMO of Recess

    Before Recess, Zech Francis launched his first apparel brand at 12, had it in Nordstrom and Bloomingdale's by 19, and exited a company before turning 30. After nearly 8 years leading marketing at BeatBox Beverages through a $490M acquisition, he's now CMO of Recess - the functional sparkling water brand building an entirely new "unwind" category. In this episode, Hayley and Matt sit down with Zech to talk brand architecture, why Recess is scaling from 50 in-person events a year to 50+ a month, the platform strategy behind the business, and why he thinks Recess is one of the Best Brands on Earth. WHAT WE COVER: How Zech evaluates a new role and why he joined Recess as CMO The real story behind Recess's gradient sunset can design Why "cans and hands" experiential marketing beats digital ads for new categories Going from 50 events a year to 85 events in a single month Building a platform brand instead of a single product (with Red Bull, Celsius, and Liquid Death as case studies) The rise of the "sober curious" and zero-proof mocktail movement How Recess thinks about consumer personas and capital allocation Zech's take on the future of the "unwind" shelf set in retail Crumbs of Wisdom: the weirdest part of Zech's job, and his brand crush CHAPTERS: 00:00 - Cold open: reality TV, Toy Story 5, and this week's theme song 05:10 - Song of the week: "School's Out" by Alice Cooper 06:42 - Meet Zech Francis: from teenage apparel founder to Recess CMO 08:11 - Cracking open Recess drinks 08:36 - Where Zech's based, and the "Great Guy" nickname origin story 11:08 - Laguna Beach roots and a Victoria Beach proposal story 12:28 - The can design story: sunsets, gradients, and Zech's mom 13:40 - Why Zech joined Recess and how the deal came together 20:25 - Cavu Consumer Partners, the Series B, and the "Avengers" hiring push 23:10 - Recess V2: going from niche cult brand to mainstream 24:25 - Zero-proof mocktails and the sober-curious trend 25:14 - Platform brands vs. single products: Red Bull, Celsius, Liquid Death 26:37 - Where the name "Recess" actually comes from 33:54 - The platform mindset, explained 39:26 - Why one product isn't enough to solve for "unwind" 42:07 - The big bet on experiential: from 50 events a year to 50 a month 44:33 - "I can't digitally put liquid in your mouth" — why in-person beats digital 47:43 - Case study: 85 events in one month 50:11 - Category creation and the crowded beverage landscape 51:31 - "The Red Bull of relaxation" 53:20 - The micro-events strategy: yoga, pickleball, and community 56:24 - The dream: airlines, apartments, and everywhere consumers are stressed 57:21 - Consumer personas and using data without losing the art 59:13 - Marketing as capital allocation 1:00:12 - The real skill: knowing what to say no to 1:01:02 - Zech's vision for Recess over the next 5–20 years 1:03:57 - Crumbs of Wisdom (presented by Open Fortune) 1:05:39 - The part of Zech's job nobody understands 1:07:24 - Lightning round: Zech's brand crush and why Recess is one of the Best Brands on Earth 1:11:25 - Wrap-up and where to find the show #BestBrandsOnEarth #Recess #CMO #BrandMarketing #CPG #BeverageIndustry #MarketingPodcast

  2. Aug 18

    Episode 007: Tristan Pineiro & Sarah "SJ" Jenkins of Grindr

    This week on Best Brands on Earth, hosts Hayley Clover and Matt Kerbel sit down with Tristan Pineiro (CMO) and Sarah "SJ" Jenkins (VP of Creative) of Grindr to unpack how the app behind one of the year's biggest cultural moments — Madonna's surprise Pride pop-up concert in Times Square — builds a brand that's radically honest, fearlessly weird, and impossible to ignore.From a Grand Clio-winning fashion show made from "gay sheep" wool to a $35-in-her-pocket Madonna partnership planned in total secrecy, Tristan and SJ break down the creative philosophy, internal permission structures, and brand truth-telling that's turned Grindr into a genuine cultural force — not just a dating app.In this episode:How Tristan and SJ define "brand" and why the strongest brands don't even need to say their own nameTristan's unconventional path from promoting queer clubs in Manchester to CMO of GrindrWhy Grindr thinks the industry has misjudged its cultural influence — and why "it's two words: gay sex"Inside the Madonna x Grindr Times Square takeover — planned since January, executed with 30 minutes' public noticeThe origin story behind "I Will Survive," Grindr's Grand Clio-winning fashion show made from rescued "gay sheep" woolWhy Grindr is "allergic" to the word sponsorshipChapters:00:00 – Cold open: launch day recap & podcast bloopers05:10 – Beastie Boys news & Mike D's new solo album09:53 – 23andMe rabbit hole & Scottish ancestry10:30 – Madonna's "Hung Up," Confessions II, and the Times Square teaser13:32 – Welcoming Tristan Pineiro & Sarah "SJ" Jenkins15:09 – What does "brand" actually mean?19:13 – How studying linguistics shaped Tristan's approach to comms22:13 – PR/comms background vs. traditional brand management25:27 – Tristan's early career promoting queer clubs in Manchester32:16 – Why is Grindr so underestimated in the marketing world?34:13 – "It's two words: gay sex" — the double-edged sword of Grindr's reputation36:46 – Grindr as a global cultural hub, not just a dating app40:50 – Ad break: Open Fortune & Tracksuit42:29 – Brand authenticity vs. performative allyship45:41 – How the Madonna partnership actually came together48:18 – Inside the Times Square takeover: 24 cameras, 200+ crew, total secrecy52:24 – Grindr as a launchpad for artists (Slayyyter, Chappell Roan)53:20 – The "I Will Survive" gay sheep fashion show & Grand Clio win58:26 – Grindr's creative philosophy: total creative authority1:01:19 – How Tristan got full creative permission from Grindr's CEO1:07:33 – Crumbs of Wisdom: Open Fortune segment1:08:35 – Quickfire: most misunderstood professionally1:11:27 – Brands Tristan & SJ admire (Virgin Atlantic, Coterie)1:15:43 – Why Grindr is one of the Best Brands on EarthAbout Best Brands on Earth:A podcast from The Clios, hosted by Hayley Clover and Matt Kerbel, breaking down the strategy, creativity, and cultural moments behind the world's most talked-about brands. New episodes every Tuesday.#BestBrandsOnEarth #Grindr #BrandStrategy #Marketing #PodcastClips

  3. Aug 11

    Episode 006: Megan Imbres, Chief Marketing Officer of Peloton

    Welcome back to Best Brands on Earth, hosted by Hayley Clover and Matt Kerbel! In this episode, we sit down with Megan Imbres, Chief Marketing Officer at Peloton. Megan shares her incredible journey through top-tier marketing roles at Netflix, Amazon, and Apple—where her team brought the Apple Music Super Bowl Halftime Show to life—before stepping into one of consumer fitness’s most compelling brand turnaround challenges. From navigating high-stakes campaigns like "Let Yourself Go" to completing an Ironman World Championship in Kona while settling into her role, Megan breaks down what it truly takes to build a culturally relevant brand. Key Highlights & Takeaways: Behind the Strategy: How Peloton pivoted its marketing to focus on how the product feels rather than just product demos. The Power of Music & Culture: Why music selection (like David Bowie) can make or break a campaign and how to negotiate high-profile licensing. Bringing Instructors Center Stage: Strategy around celebrity instructor talent and bringing them out of the screen and into IRL cultural moments like Formula 1. In-House Creative vs. Agencies: How moving major campaigns to an internal team saved costs and boosted creative passion. Simplicity is Hard: Key marketing lessons learned from Apple and Netflix on keeping messaging clear, bold, and effective. Timestamps / Chapter Marks00:00 - Guest Intro: Megan Imbres, CMO of Peloton 03:15 - Host Banter & Favorite Peloton Instructors 05:41 - Ironman Training on a Peloton Bike 07:03 - Joining Peloton & Working with Peter Stern 10:31 - Marketing IRL Experiences & Lessons from Netflix 12:13 - Integrating Peloton into Formula 1 Las Vegas 14:05 - Evolving Peloton’s Marketing: Showing How It Feels 17:09 - The "Netflix Party" Exercise & Evolving Brand Perception 20:00 - Crafting the "Let Yourself Go" Campaign with Hudson Williams 25:26 - The Importance of Music: Securing David Bowie Track Rights 30:04 - Leveraging Peloton’s Superstar Instructors as Talent 37:25 - Measuring Success & Expanding Modalities (Treadmills) 40:38 - Future Possibilities: Nutrition, Breathwork & Fitness Tech 45:01 - Luxury Hotel Partnerships & L.A. Hotel Residencies 48:00 - Internal Team Structure: Ditching Polished Decks for Action 52:14 - Earning C-Suite Trust & Celebrating Campaign Wins 55:09 - One-Year & Two-Year Visions for Peloton 1:02:46 - Crumbs of Wisdom: The Hall & Oates Hot Take 1:05:30 - Favorite Brands for Community Building (Nike ACG) 1:10:05 - Why Peloton is One of the Best Brands on Earth 1:12:32 - Host Post-Interview Breakdown & Key Takeaways

  4. Aug 4

    Episode 005: Greg Fass & Andy Pearson of Liquid Death

    In this episode of Best Brands on Earth, hosts Hayley Clover and Matt Kerbel are joined by the creative minds behind Liquid Death: VP of Marketing Greg Fass and VP of Creative Andy Pearson! Together, they pull back the curtain on how Liquid Death transformed canned water into a global pop-culture phenomenon by treating the brand as a character rather than a traditional company. From hiring stand-up comedians and musicians to pulling off wild stunts with Burbank witches, they break down why prioritizing entertainment and genuine humor is the key to winning over modern consumers. 💡 Key Highlights & TakeawaysTreating the Brand as a Character: Discover why Liquid Death approaches branding like writing for a four-dimensional TV show rather than creating standard advertisements. Unexpected Collaborations: Learn how relationships with celebrity investors and non-traditional partners lead to viral campaigns like Tony Hawk’s blood skateboard and ultra-limited Ozzy Osbourne DNA cans. Andy’s 200-Mile Ultra-Marathon: Hear Andy Pearson describe his wild experience running 200 miles around Lake Tahoe with only two hours of sleep. Hiring Non-Traditional Talent: Why Liquid Death hires artists, punk musicians, and stand-up comics instead of standard corporate marketers. Embracing the Flops: The hilarious story behind placing a Super Bowl bet with a Burbank witch, and why consistent output matters more than perfection. Making People Laugh First: Why setting a simple goal of entertainment and humor is the fastest way to a consumer's heart. ⏱️ Chapter Timecodes 00:00 - Intro, Tech History & AirTags Banter 00:04:24 - News Catch-Up & Cancer Research Breakthroughs 00:07:48 - Pop Culture Hits: Convene, Will Ferrell & Serena Williams 00:10:33 - Song of the Day: Ozzy Osbourne & DNA Canned Tea 00:11:53 - Introducing Greg Fass & Andy Pearson 00:14:38 - Andy's 200-Mile Lake Tahoe Ultra-Marathon 00:18:42 - How the Liquid Death Dream Team Assembled 00:26:55 - Rebelling Against Mainstream Marketing 00:30:25 - Why Liquid Death Is Treated Like a Character 00:34:50 - Expanding Product Lines Without Losing Brand Identity 00:41:35 - The Strategy Behind Unexpected Collaborations 00:50:04 - How Liquid Death Hires "Doers" Over Marketers 00:57:07 - Super Bowl Bets & Hiring a Burbank Witch 01:03:30 - Analyzing Liquid Death Brand Data with Tracksuit 01:10:30 - Staying Fresh and Evolving Over Time 01:13:03 - Advice for Brands Wanting to "Not Suck" 01:22:08 - Crumbs of Wisdom: Can You Learn to Be Funny? 01:26:41 - Post-Interview Wrap-Up & Host Discussion

  5. Jul 28

    Episode 004: Dea Lawrence, Publisher and Co-President of Variety

    How does a 120-year-old brand stay ahead of the curve in a rapidly changing entertainment landscape? In this episode of Best Brands on Earth, hosts Matt and Hayley sit down with Dea Lawrence, Co-President and Publisher of Variety. Dea shares her incredible career journey—from starting as an actor on the New York stage to navigating Silicon Valley, before ultimately returning to Variety to help scale its live events business, build the Variety Content Studio, and win a Daytime Emmy along the way. We dive deep into: Brand Authority & Trust: How Variety maintains editorial integrity in an era dominated by clickbait. Diversifying Revenue: Scaling beyond print into custom live events, digital features, and award-winning video series. Adapting to Industry Shifts: Lessons learned from tech disruption, global expansion (from Hollywood to London), and the rise of the creator economy. Career Growth: The power of non-linear career paths and leaning into high-energy problem solving. Key Highlights & Takeaways Editorial Integrity over Fast News: Why holding high journalistic standards creates a trusted, bulletproof brand that actors and executives continuously rely on. Building Future-Proof Ecosystems: Moving beyond traditional media revenue by expanding into video IP like Actors on Actors, custom tentpole events, and global partnerships. Culture Eats Disruption for Breakfast: How creating an open-idea culture where every team member is encouraged to pitch initiatives drives long-term innovation. Episode Timestamps & Chapters 00:00 – Intro Chatter: Costa Rica, Earthquakes & Fast Fashion Trends 06:08 – Affordable EVs, Wendy's Meme Stock & The Bear Finale 12:12 – Today's Song: Bert Williams and the History of 1905 14:00 – Introducing Dea Lawrence, Co-President & Publisher of Variety 15:10 – From Broadway Actor to Digital Marketing Pioneer 22:00 – The Cold Call That Led to Variety 26:55 – The 120-Year History of Variety & Maintaining Editorial Integrity 31:10 – Diversifying Revenue: Live Events, Award Campaigns, and Video IP 36:45 – Embracing AI as an Efficiency Tool vs. Human Storytelling 38:55 – Sponsor Break41:10 – Inside the Variety Content Studio & Actors on Actors 46:40 – Expanding Variety Globally (UK & International Film Festivals) 50:10 – Dominating Social Engagement: TikTok & Micro-Dramas 54:30 – Building an Open, Innovation-Driven Newsroom Culture 59:50 – The Current State of Hollywood & Shifting Production Hubs 01:06:12 – Crumbs of Wisdom: Dea’s Work Ethic & Drive 01:10:35 – Why Auto Brands Master Customer Loyalty 01:12:46 – What Makes Variety One of the Best Brands on Earth 01:14:18 – Episode Wrap-Up & Key Takeaways Don't forget to Like, Subscribe, and hit the Notification Bell so you never miss an episode! 🔔#BestBrandsOnEarth #Variety #EntertainmentIndustry #MediaStrategy #DeaLawrence #ActorsOnActors #Podcast

  6. Jul 21

    Episode 003: Dhar Mann, Founder of Dhar Mann Studios

    What does it take to build a digital media empire that reaches hundreds of millions of people without losing your core purpose?On this episode of Best Brands on Earth, hosts Matt Kerbal and Hayley Clover sit down with viral content creator and entrepreneur Dhar Mann! Dhar opens up about his unbelievable journey—from being days away from eviction at age 30 to founding Dhar Mann Studios, scaling to over 170 million followers, and securing landmark deals with Samsung and Fox. 💡 Key Takeaways & Episode Highlights:Turning Pain into Power: How Dhar converted personal struggles and cultural pressures into a relatable, mission-driven media powerhouse. The $250k Launch: How a scrappy $600 setup and an accidental YouTube algorithm boost saved his beauty business overnight. Decoding Viral Content: The secret behind Dhar Mann Studios' unique storytelling model—why they start with the moral first and design content for short attention spans. Bridging Digital & Hollywood: Why the line between traditional studios and digital creators is disappearing, and how hiring former MTV executive Sean Atkins transformed the business. Authenticity vs. Perfection: Dhar's candid story about freezing on stage next to YouTube's CEO and the NFL Commissioner, and why "imperfection" is the ultimate brand superpower. The Future of Dhar Mann Studios: Navigating AI in screenwriting, scaling beyond one person's face, and expanding into IP development and CPG. ⏱️ Chapters / Timestamps:00:00 - Introduction & Host Banter (Morning Routines, TV, & Sports) 07:36 - Marketing Moments: Coors Light & AI Shopping Tools 10:18 - Song of the Day: Shakira & Burna Boy 12:05 - Sponsor: Open Fortune & Tracksuit 13:52 - Welcome Dhar Mann! 16:53 - Inspiring New Projects: Unlikely Romances & Breaking Expectations 18:45 - Turning Life's Greatest Struggles Into Superpowers 21:10 - Hitting Rock Bottom at 30 & Redefining Failure 25:05 - Publishing the First Video & Doing it for the Mission 27:48 - Building LiveGlam & Going From Eviction to a $250k Launch 37:50 - Finding True Purpose Beyond Financial Success 42:08 - How Dhar Mann Studios Crafts Stories (Moral-First Strategy) 45:20 - Disrupting Traditional Hollywood & Operating In-House 51:40 - Scaling to Big Tech & Hollywood: Samsung, Fox, & Bringing on a CEO56:33 - Why Brands Are Turning to Storytelling Over Spectacle01:05:35 - Staying Authentic When You're a Public Figure01:08:45 - The Super Bowl Speech Story & The Pratfall Effect01:12:10 - Dhar's View on AI, Creator IP, & the Next 20 Years01:17:20 - Crumbs of Wisdom: Kintsugi & Finding Beauty in Imperfection01:21:40 - Why Dhar Mann Studios is One of the Best Brands on Earth01:23:30 - Post-Interview Wrap-Up & Key Takeaways

  7. Jul 14

    Episode 002: Radhika Duggal, CMO of Major League Soccer

    In this episode of the Best Brands on Earth, Radhika Duggal, Chief Marketing Officer of Major League Soccer, joins Matt Kerbel and Hayley Clover to break down the strategy behind one of the fastest-growing sports brands in America. Duggal shares her unique perspective as an industry outsider who transitioned to sports marketing after a successful career spanning finance, healthcare, and consumer goods. She dives deep into the intentional mechanics of modern brand building, discussing how MLS systematically leverages data analytics and tight league-to-club alignment to convert casual tournament viewers into long-term fans. In this episode: From finance and healthcare to sports: Radhika's path to becoming CMO of MLS How MLS uses data analytics and league-to-club alignment to convert tournament viewers into long-term fans Why community and player storytelling beat transactional sales pitches Marketing "optimism": selling the high-energy experience of live soccer Leadership lessons on empowering teams Why soccer is the most accessible entry point for families getting into sports Chapters: 00:00 Welcome to Best Friends on Earth: World Cup & Pop Culture 03:06 Consuming Pop Culture: Project Hail Mary and Book Adaptations 06:30 Speculation & Details: The Taylor Swift & Travis Kelce Wedding 09:13 Analyzing the World Cup: U.S. vs. Belgium and FIFA Controversy 10:49 Seven Nation Army: The Story Behind the Iconic Soccer Anthem 13:19 Introduction: Radhika Duggal, CMO of Major League Soccer 18:05 Transitioning to Sports: Why Marketing "Joy" Matters 20:26 First 90 Days: Listening, Enterprise Goals, and Brand Strategy 23:49 The Ted Lasso Effect: Soccer Fandom and North American Culture 24:47 Harnessing Cultural Momentum: Players, Clubs, and Global Heroes 28:11 Crumbs of Wisdom: Open Fortune and Trojan Horse Marketing 29:12 Measuring Impact: The Role of Track Suit in Brand Health 29:50 Converting Casual Viewers: Inviting Fans to the MLS Season 34:10 Targeting Strategy: Defining the 24-44 Demographic 37:09 Participation as a Driver of Fandom 40:25 Adding MLS to the "Sports Obsessed Diet" 42:51 Capturing Stadium Atmosphere: FOMO and Fan Culture 48:02 Long-Term Vision: The Future of MLS and the Global Calendar 53:14 Crumbs of Wisdom: Reflecting on Leadership and Team Credit 55:42 Defining Brand Excellence: Learning from Disney’s Wonder 56:11 Why MLS is a Top Brand: Selling Optimism 57:36 Looking Ahead: World Cup Semifinals & MLS Season Restart 01:00:10 The Importance of Fan Demand in Attracting Global Stars 01:01:25 Football Culture Stories: Atmosphere in Marseille & Rio 01:02:25 Outro

  8. Jul 14

    Episode 001: This is Us

    The inaugural episode of the Best Brands on Earth podcast introduces co-hosts Matt Kerbel and Hayley Clover, setting the stage for a recurring exploration into iconic products, creative campaigns, and the human truths behind successful marketing.  In this episode: Why the best marketing ditches dense business-speak for authentic, human storytelling State Farm's entertainment-first strategy — how "Jake from State Farm" became a cultural icon Challenger brand breakdown: how Vacation sunscreen wins with targeted nostalgia The rise of social commerce and what it means for brand building Creators as businesses: why independent creators are the new challenger brand Chapters: 00:00 Welcome to Best Brands on Earth Episode 1 00:58 The Power of Polarizing Brands: Michael Jackson & Rotten Tomatoes 05:09 Star Wars Day History: May the 4th Be With You 08:20 Who are Matt Kerbal and Hayley Clover? 12:56 Behind the Scenes vs. Consumer Perspective in Marketing 15:38 Creative Excellence vs. Real Business Results 20:00 Missing the Plot: The State Farm vs. Geico Mascot Debate 28:20 Humanizing Big Tech: TurboTax Music & H&R Block Agents 33:18 Creator Economy Shifts: Celebrities, Crossovers, and Business Entities 39:25 Lightning Round: Disrupted Industries & App Ideas 41:27 The Hill I'd Die On: Soft Skills vs. Technical Aptitude 44:39 What Does Brand Actually Mean? Redefining the Industry 45:50 Rapid Fire Fun: Birthmarks and Bus Teeth Disasters 50:05 Crumbs of Wisdom: Reflections on Career Pride 54:47 Outro & What's Coming Next Week

  • 8 Episodes

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What does it take to build something people don’t just buy, but truly believe in? BBOE brings you inside conversations with leaders behind the brands that have shaped culture and earned lasting relevance, unpacking the ideas, decisions, and creative ingenuity that made them what they are, and what any builder can learn from them.

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