We Built This Brand

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  • 5.0 (7)
  • MARKETING
  • UPDATED BIWEEKLY

We Built This Brand explores the origins, evolution, and impact of brands through conversations with entrepreneurs, CEOs, and marketing experts. Hosted by Chris Hill, the podcast offers insights into brand development, storytelling, and strategies for growth. Each episode provides actionable takeaways, highlighting challenges, lessons learned, and diverse career paths. With a focus on authenticity and reputation, it’s a valuable resource for anyone passionate about branding and business.

  1. How Iconic Campaigns Shape Culture with James Bray

    AUG 27

    How Iconic Campaigns Shape Culture with James Bray

    Join Chris as he sits down with James, Executive Creative Director at Arnold, to explore the art of building unforgettable brands. Inspired at 14 by a single Nike ad, James went on to shape work at legendary agencies like DDB, Fallon, and Goodby Silverstein. In this episode, he shares the philosophy behind Arnold’s bold “brilliantly boring” campaign for PNC Bank, why the riskiest move a brand can make is being forgettable, and the lessons he’s learned from leading creative teams and iconic campaigns like Progressive’s Dr. Rick. Whether you’re a marketer, creative, or simply curious about the ideas shaping culture, this conversation is packed with insight and inspiration. Highlights: (1:38) James' Creative Journey  (3:45) The Power of a Commercial  (6:17) Finding Truth in Creativity  (7:50) The Role of Jealousy in Inspiration (12:05) Building a Competitive Creative Team (16:34) Progressive's Cultural Impact  (26:19) Brilliantly Boring: PNC's Brand Transformation  (43:45) AI as a Creative Tool

    51 min
  2. Beyond the Buzzword of Storytelling with Greg Logan

    AUG 14

    Beyond the Buzzword of Storytelling with Greg Logan

    On this episode we sit down with Greg Logan, an award-winning creative director turned reality TV creator, to explore why so many brands talk about “storytelling” but rarely know how to do it. From his early days at Leo Burnett to founding Narrativity, Greg reveals how he fuses Hollywood’s proven storytelling formulas with brand strategy to transform businesses into loved brands. Packed with insider anecdotes, practical frameworks, and eye-opening case studies, this episode will change how you think about branding and the stories you tell. Highlights: (2:27) Greg's Journey from Acting to Advertising(4:19) From Reality TV to Brand Storytelling(7:52) The How of Brand Storytelling: Narrativity(13:25) Putting the Audience at the Heart of the Story(17:29) The Power of Tension and the Customer's Story(19:06) The Quest Formula: Turning Businesses into Loved Brands(21:33) Case Study: Ultimate Finance's Brand Transformation(23:29) Case Study: 1907 Water and the Love Story Formula (27:17) The Power of Ending with a Question(32:09) Mixing Genres for Fresh Storytelling Links: blockbusterbrands.com narrativity.com storytellingquiz.com Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter!https://www.humblepod.com/newsletter-sign-up/

    40 min
  3. How Life’s Setbacks Built a Better Entrepreneur with Joshua Kopac

    JUL 30

    How Life’s Setbacks Built a Better Entrepreneur with Joshua Kopac

    In this episode of We Built This Brand, Joshua Kopac shares his unique journey, starting with being expelled from high school at 13 for hacking and building a million-dollar business by 16. After a life-changing car accident, he shifted his mindset and approach. Now the founder of Be Kept Up, a digital marketing agency focused on affiliate marketing, Joshua talks about the power of adaptability, building systems, and how AI is transforming business. His story is one of resilience, gratitude, and preparing for the future. Highlights:  (00:00) Introduction and Guest Welcome(00:45) Joshua's Early Entrepreneurial Journey(03:40) High School Challenges and Early Success(05:04) First Major Business Success(10:15) Founding Be Kept Up(12:36) The Philosophy Behind Be Kept Up(15:03) Navigating Life's Challenges(22:03) Moment of Validation in Business(23:14) The Importance of Gratitude in Sales(29:50) The Impact of AI on Various Industries(38:59) Admiring Tesla's Entrepreneurial Journey(41:13) Conclusion and Contact Information Links: LinkedIn: Joshua Kopac: https://www.linkedin.com/in/joshuakopac/Website: bekeptup.com

    43 min
  4. The Serendipitous Path to Brand Strategy with Patrick Collins

    JUL 10

    The Serendipitous Path to Brand Strategy with Patrick Collins

    While many strategists study business, Patrick Collins studied people, and it made all the difference. He turned his unconventional background in gender studies and his experience growing up in a large family into a superpower for understanding what makes people tick, and what makes brands stick. In this episode, Chris explores Patrick's journey from academic outsider to agency partner at Someoddiplot, proving that the best strategists don't follow rulebooks. Chris and Patrick discuss real brand wins: discovering customer love letters that turned Darn Tough socks into an emotional powerhouse, bridging generational gaps at Lollapalooza with DIY zine culture, and why the most successful rebrands often reflect evolution, not revolution. Patrick reveals the secret sauce behind authentic brand strategy: getting close enough to touch the product, hearing the stories, and building trust from founders and CEOs, down to the design team. Show Highlights(01:01) Patrick's unconventional path from women's studies to brand strategy (03:00) The "Kimmy Gibbler" approach to getting hired  (14:14) What Someoddpilot is and their unique Chicago roots (18:33) The Darn Tough sock campaign and connecting a product warranty to emotional customer stories (30:36) Rebranding Lollapalooza using zine culture to bridge generations (37:55) The contrast between Lollapalooza's revolution and Kimberly-Clark's evolution (48:00) The trend of "quiet luxury meets chaos" in modern branding (52:59) Why SSENSE is one of Patrick's favorite brands right now About Patrick CollinsPatrick Collins is a partner and the Director of Strategy at Chicago-based creative agency Someoddpilot. Patrick leads the agency’s strategy and writing disciplines to build purpose-driven consumer brands and compelling campaigns that people actually enjoy, for brands such as Kimberly-Clark, FootJoy, SKYY Vodka, Kettle & Fire, The Chicago Fire (MLS), Lollapalooza and more. Informed by his graduate studies in gender studies, Patrick is an instinctual storyteller who has designed a branding practice deeply rooted in cultural and societal contexts. Links: SomeOddPilot: https://someoddpilot.com/ SomeOddPilot on Instagram: https://www.instagram.com/someoddpilot Patrick Collins on LinkedIn: https://www.linkedin.com/in/patrick-collins-0b04204b/ Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    55 min
  5. Beyond The Vegas Strip With Arnie DiGeorge

    JUN 25

    Beyond The Vegas Strip With Arnie DiGeorge

    What happens when a creative team is given permission to break every rule in tourism marketing? You get one of the most iconic campaigns in advertising history. In this episode, Chris sits down with Arnie DiGeorge, Executive Vice President and “New Agency Animal” at R&R Partners, the agency behind Las Vegas’s legendary “What Happens Here, Stays Here” campaign. For 29 years, Arnie has helped transform Vegas from a tourist stop into a global cultural brand rooted in fantasy, freedom, and emotional truth. Chris and Arnie explore the significance of emotional marketing, how to tap into universal desires, and the power of giving people permission to be someone else, if only for a weekend. From controversial billboards and internal politics to crisis messaging during Vegas’s darkest hours, Arnie shares what it really takes to build a brand that endures. Show Highlights(00:51) Arnie's unlikely entry into advertising  (03:20) 29 years at R&R + the agency's mysterious name (06:07) The origin of “What Happens Here, Stays Here” (09:21) Why emotional truth is essential to brand storytelling (12:17) Pitching bold ideas and winning over Vegas stakeholders (15:24) Selling a fantasy, not just a location (18:57) Vegas as a sports capital: Knights, Raiders, F1, and beyond (26:20) Branding through crisis (29:12) What's next for Vegas  (31:41) Arnie's favorite brand: Nathan Fielder  (35:29) Where to connect with Arnie + final thoughts About Arnie DiGeorgeArnie DiGeorge is Executive Vice President and "New Agency Animal" at R&R Partners, where he's spent 29 years as a creative mastermind behind some of advertising's most memorable campaigns. A self-described "throwback and futurist," Arnie was a key creative force behind the legendary Las Vegas "What Happens Here, Stays Here" campaign, writing many of the award-winning executions while staying true to the essence of "adult freedom." While two R&R writers actually created the iconic slogan (and still won't reveal which one came up with it), Arnie helped shape the campaign's creative direction and emotional impact. With an innate ability to find what he calls "the thing," Arnie has created campaigns for athletes like Andre Agassi and entertainers like Carrie Underwood. Beyond his creative genius, he's a collector of shoes, wine, books, and memorabilia, with an expert knowledge of history and pop culture that fuels his cutting-edge creative approach. Links:  R&R Partners: https://www.rrpartners.com/ Las Vegas Convention and Visitors Authority: https://www.lvcva.com/ Visit Las Vegas: https://www.visitlasvegas.com/ Connect with Arnie DiGeorge on LinkedIn: https://www.linkedin.com/in/arnie-digeorge-02541a3/ The Rehearsal (Nathan Fielder): Available on HBO Max Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter!https://www.humblepod.com/newsletter-sign-up/ (00:00) - Intro (00:51) - Arnie's unlikely entry into advertising (03:20) - 29 years at R&R + the agency's mysterious name (06:07) - The origin of “What Happens Here, Stays Here” (09:21) - Why emotional truth is essential to brand storytelling (12:17) - Pitching bold ideas and winning over Vegas stakeholders (15:24) - Selling a fantasy, not just a location (19:35) - Vegas as a sports capital: Knights, Raiders, F1, and beyond (26:58) - Branding through crisis (29:50) - What's next for Vegas (32:19) - Arnie's favorite brand: Nathan Fielder (36:07) - Where to connect with Arnie + final thoughts

    37 min
  6. Leading The Sales Rebellion with Dale Dupree

    JUN 4

    Leading The Sales Rebellion with Dale Dupree

    Are you ready to join The Rebellion? On this episode, Chris talks to Dale Dupree. You may know him as The Copier Warrior, but today, he’s the Founder and leader of The Sales Rebellion. To say that Dale thinks outside of the box would be an understatement. Once the lead singer of his own band, Dale brings the Metalcore mentality to his sales. Chris and Dale break down his disruptive approach to transforming the sales landscape. He also gives us a peek behind the curtain on evolution and the core principles of The Sales Rebellion. Chris and Dale also highlight the importance of finding joy (and why it’s totally different from happiness). Do you want to shake up the sales Empire in its Totality? Listen to this episode now to join The Rebellion. Show Highlights (0:00) Intro(1:32) Dale's background (the Reader's Digest version) (8:19) The Origins of The Copier Warrior and The Sales Rebellion(17:43) What's behind the "Rebellion" name?(28:44) How Dale and The Sales Rebellion approach helping people(34:59) Launch your podcast with HumblePod!(35:40) Standing out with the crumpled letter approach(41:36) Consulting work at The Sales Rebellion(47:53) The importance of finding joy in sales(54:18) What is Totality?(1:02:23) Why Faith is important to Dale(1:06:29) What brand does Dale admire right now?(1:11:43) Where you find more from Dale and The Sales Rebellion About Dale Dupree Dale Dupree a.k.a. The Copier Warrior a.k.a. The Leader of the Sales Rebellion is an accomplished sales professional and entrepreneur. After rising to the top of the Business Technology sector and being recognized as a top-performing individual contributor by major manufactures, Dale Dupree started the Sales Rebellion and brings his outreach methods to Sales Rebels everywhere. Dale has a servant's heart, a visionary outlook, and shows up every day ready to #ChangeTheGame. Links The Sales Rebellion: https://www.thesalesrebellion.com/The Sales Rebellion on LinkedIn: https://www.linkedin.com/company/salesrebellion/Dale Dupree on LinkedIn: https://www.linkedin.com/in/copierwarrior/Dale’s Tiky Toky: https://www.tiktok.com/@dalerebelleaderDale’s Instagram: https://www.instagram.com/dalerebelleader/Dale’s Threads: https://www.threads.com/@dalerebelleaderDale’s Twitter: https://x.com/dalerebelleaderSign up for Totality 2025: https://www.thesalesrebellion.com/totality/The Sales Rebellion Arcade tutorial courses: https://www.thesalesrebellion.com/arcade/Listen to Imperial: https://www.plutorecords.com/artist/imperial/Start a podcast with HumblePod!https://www.humblepod.com/our-services/ Sign up for our newsletter!https://www.humblepod.com/newsletter-sign-up/

    1h 13m
  7. Why Creativity in Marketing Sounds Fun with Alex Gangi

    MAY 21

    Why Creativity in Marketing Sounds Fun with Alex Gangi

    An all-new episode of We Built This Brand? Sounds Fun! Chris talks with Alex Gangi, Partner, COO, and Head of Production at Sounds Fun, a creative studio known for its embrace of innovative marketing strategies. Alex shares how his passion for film morphed into leading production at a top agency with top-tier clients. Highlights in his career so far include the Coca-Cola Creations campaign and Lenovo's Make Space initiative. Chris and Alex also examine what goes into merging technology and storytelling, the challenges and joys of working with emerging tech like AI and AR, and the creative process behind bringing unique marketing campaigns to life. Who knew staying ahead of the curve in marketing could sound so fun? Show Highlights (0:00) Intro(1:17) Alex's background before Sounds Fun(6:46) How does Alex match the right creatives to the right clients(9:01) The origins of Sounds Fun and working with Coca-Cola(16:42) How Sounds Fun got its name(17:57) The moment of validation for Sounds Fun(24:57) Launch your podcast with HumblePod!(25:37) What emerging technologies is Alex excited for?(30:18) The rapid pace of advancements in GenAI tech(35:54) The current state of AR in marketing(40:43) Alex's current favorite brand(45:18) Where you can find more from Alex About Alex GangiAlex Gangi is a creative producer focused on the unconventional, innovative and exceptional. With over 15 years of experience turning bold ideas into culture-moving content, he's led groundbreaking productions across AI, AR, future technologies, social, digital, and live action for some of the world’s biggest brands—including Coca-Cola, Amazon, McDonald’s, P&G, and more. He’s created everything from AI-powered time machines to augmented reality concerts on cans. Links Sounds Fun: https://www.soundsfun.co/Sounds Fun on LinkedIn: https://www.linkedin.com/company/sounds-fun-creative-studio/Alex Gangi on LinkedIn: https://www.linkedin.com/in/alexgangi/Alex’s website: https://www.alexgangi.com/Neural Viz: https://www.youtube.com/@NeuralVizUnanswered Oddities and The Monoverse: https://www.youtube.com/watch?v=RF5iwsUef9o&list=PL14oiCokyIUWhPgCJej67myAN1n8umIap Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    45 min
  8. Shooting for Stars & Solving Problems with Lizz Behler

    MAY 7

    Shooting for Stars & Solving Problems with Lizz Behler

    Nothing inspires imagination quite like a spaceship. On this episode, Chris talks with Lizz Behler, the Senior Vice President of Brand and Offerings at SPCSHP. Lizz opens up about her background and how it led her on the journey to helping rebrand the former Big Spaceship (and why the new name has no vowels). As a big fan of creative problem-solving, she shares how she uses it as a tool to work with clients and as a way to foster growth within her own teams. Lizz also tells us her philosophy on social media and how most people are getting it wrong in today’s marketing climate. So strap in, prepare for liftoff, and spend the next 45 minutes hearing insights that are out of this world! Show Highlights (0:00) Intro(1:45) Lizz's professional background prior to SPCSHP(3:22) Rebranding Big Spaceship to SPCSHP(9:03) Lizz's approach to working with brands(12:02) How empathy plays into Lizz's work(13:01) How did the SPCSHP rebrand impact the company?(17:42) What "creative problem solving" means to Lizz(22:36) How Lizz uses creative problem solving(25:42) Launch your podcast with HumblePod!(26:19) How Lizz keeps her team growing and inspired(29:48) What Lizz does to stay inspired(35:49) What's top of mind for Lizz in the industry(40:58) What brand does Lizz admire right now?(47:34) Where you can find more from Lizz and SPCSHPAbout Lizz Behler Lizz is charged with taking clients to fresh, strategically sound places to drive business impact, which earned her key positions at Huge, IPG Mediabrands, Global Team Blue, Campbell Ewald and Big Spaceship. She started in the business as a Digital Art Director, graduated from the College of Creative Studies, which has placed creative problem solving at the core of her work. In her spare time, Lizz enjoys sailing, traveling, and spending quality time with her fiancé and two daughters. Links SPCSHP: https://www.spcshp.com/SPCSHP on Instagram: https://www.instagram.com/spcshpagencySPCSHP on LinkedIn: https://www.linkedin.com/company/spcshp/Lizz Behler on LinkedIn: https://www.linkedin.com/in/chocolaterazor/ Start a podcast with HumblePod! https://www.humblepod.com/our-services/

    49 min
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Ratings & Reviews

5
out of 5
7 Ratings

About

We Built This Brand explores the origins, evolution, and impact of brands through conversations with entrepreneurs, CEOs, and marketing experts. Hosted by Chris Hill, the podcast offers insights into brand development, storytelling, and strategies for growth. Each episode provides actionable takeaways, highlighting challenges, lessons learned, and diverse career paths. With a focus on authenticity and reputation, it’s a valuable resource for anyone passionate about branding and business.

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