This Modern Brand

Advertising Week
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This Modern Brand

Welcome to This Modern Brand . . . the podcast where we go behind the scenes with some of America’s most influential brands to break down their strategies, values and innovations — finding takeaways for the everyday marketer.

单集

  1. Marketing Mastery: The USAA Success Story

    9月25日

    Marketing Mastery: The USAA Success Story

    As an organization with no physical branches or sales teams, USAA has had to master the art of marketing. New CEO Francesco Lagutaine talks to hosts Jason Parks and Katy Hornaday about how USAA achieves an extraordinary level of customer focus. Learn how small “i” innovation, Mission Moments, and doing Zero Day like a recruit help USAA understand their military members, and why they buy.

    21 分钟
  2. The Changing Media Landscape: Balancing Resonance and Revenue

    9月11日

    The Changing Media Landscape: Balancing Resonance and Revenue

    Jason Parks is back with BarkleyOKRP Chief Media Officer, Reshma Karnik, and Sean Corcoran, President of Media and Analytics. They explore how the media landscape continues to change, and why it’s making media management increasingly complex. Are brand stories getting lost in the rush to performance media? Is it possible to build a roadmap for brands that gives them resonance as well as revenue? Get expert answers and explore the state of media on This Modern Brand.

    23 分钟
  3. Under the Influence: New Realities in Influencer Marketing

    6月12日

    Under the Influence: New Realities in Influencer Marketing

    Uncover the strategies behind successful influencer partnerships. In this month’s episode of This Modern Brand, Jason Parks hosts a panel of influencer marketers: Pam Davis, founder of likekind influencer marketing agency, Jane Chandler, VP of Public Relations at BarkleyOKRP, and Joe Spencer, BarkleyOKRP account supervisor whose focus is the influencer space. Hear how influencer marketing is starting to split down the middle, and what you should consider when an influencer’s voice becomes part of your brand.

    26 分钟

  4. 5月22日

    Every Man Jack: A Clean Brand With a Purposeful Path

    Your brand’s purpose might lead consumers to you the first time, but you’ll need more than that to bring them back.  A clean brand before clean brands were a thing, Every Man Jack went from a line of great-smelling men’s shower products to a B-Corp advocate for people, communities, and the planet. Hosts Jason Parks and Mariah Haberman talk about the purpose of purpose with Ellie Off, VP of Marketing at Every Man Jack.

    16 分钟
  5. Behind Claire’s Glittery Revival with CMO Kristin Patrick

    5月7日

    Behind Claire’s Glittery Revival with CMO Kristin Patrick

    Nostalgic mall brand Claire’s rose from the brink of bankruptcy to a listing on Fast Company’s “Most Innovative Companies” in 2023. Thriving in a retail landscape that ended legacy brands like Toys R Us, Claire’s leveraged Paris Fashion Week, AI, feedback loops and the metaverse to win the loyalty of over 22 million Gen Z and Gen Alpha consumers. Follow the glittery trail of tween marketing with BarkleyOKRP’s Jason Parks and Steph Parker as they interview Kristin Patrick, Claire’s EVP, Chief Marketing Officer and Head of Ecommerce.

    20 分钟
  6. Winnebago: Marketing Their Legacy to New Consumers

    4月16日

    Winnebago: Marketing Their Legacy to New Consumers

    Look under Winnebago’s hood with hosts Jason Parks and Jen Mazi in this episode of This Modern Brand. Join them as Kunal Mehta, VP of Strategy, Marketing and Business Development at Winnebago, discusses the brand’s award-winning Go Where You Feel campaign, and shares how data, intuition — and Whole Brand Thinking™ — has helped the brand build relationships with a new generation of consumers.

    33 分钟
  7. Greenhouse to Powerhouse: NatureSweet’s B-Corp Story

    4月3日

    Greenhouse to Powerhouse: NatureSweet’s B-Corp Story

    Sink your teeth into another juicy episode of This Modern Brand. Continuing our focus on B-Corps, we feature tomato titan: NatureSweet. They revolutionized the produce game with eye-catchingly packaged snacking tomatoes, and blazed trails for their workforce with transformative wages and mental health programs. Now, they’re taking on their biggest challenge yet: the Tomato Tax. Join hosts Jason Parks and Jen Mazi as they unpack how Nature Sweet went from greenhouse to powerhouse to become the largest B-Corp ag company in America.

    15 分钟
  8. B-Corp Month: Gearing Up for Good With Cotopaxi

    3月26日

    B-Corp Month: Gearing Up for Good With Cotopaxi

    Hosts Jason Parks and Lindsey DeWitte kick off B-Corp month in conversation with Annie Agle, VP of impact and sustainability at Cotopaxi, one of our favorite B-Corp brands. Annie discusses the rigor of maintaining B-Corp status, and how Cotopaxi’s empowerment of employees has far-reaching effects. Does their “Gear for Good” tagline hold up against their ambitious environmental and human-centric goals? Tune in and find out.

    25 分钟
  9. Shining a Light on Brand Evolution: The Motel 6 Story

    3月20日

    Shining a Light on Brand Evolution: The Motel 6 Story

    Barkley’s Jason Parks and Jen Mazi dive into the evolution of an iconic brand with Jenna Berg, the VP of Marketing at Motel 6. Jenna shares her career journey, from her beginnings in advertising to her pivotal role in shaping the modern identity of Motel 6. Discover how Motel 6 has shifted its focus from being just a value brand to a brand with values, embracing DEI+B while maintaining its mission of making travel accessible for all with a clean, comfortable room and great low rate. Join us as we explore the strategies behind Motel 6’s successful marketing campaigns and its commitment to supporting diverse communities.

    31 分钟
  10. The Best Super Bowl LVIII Ads

    2月13日

    The Best Super Bowl LVIII Ads

    Join host Jason Parks and guests Berk Wasserman, Sue Salvi, and Josie Ellerbee as they break down the standout commercials from Super Bowl LVIII, delving into the Big Game’s biggest themes, including A-list celebs and humor vs. emotion themes. Barkley’s Dave Gutting leads an epic Brand Battle this week featuring three iconic beverage brands that are poised to continue to score big.

    30 分钟
  11. Planet Fitness’ Jamie Medeiros on Megan Thee Stallion + “Making Your Own Super Bowl”

    1月30日

    Planet Fitness’ Jamie Medeiros on Megan Thee Stallion + “Making Your Own Super Bowl”

    In this episode, Barkley’s Jason Parks and Julie Barr delve into the “Judgement-Free Zone” with Jamie Medeiros, Chief Brand Officer at Planet Fitness. Jamie breaks down Planet Fitness’ “Red Thread,” the importance of “Making your own Super Bowl,” and the brand’s 2024 campaign featuring Grammy award-winning rapper Megan Thee Stallion as “Mother Fitness.” Plus, Dave Gutting weighs in with a special brand battle featuring fitness juggernauts Planet Fitness vs. Peloton.

    18 分钟
  12. Chief’s Kingdom: Growing a Global Brand with the CMO of the Kansas City Chiefs

    1月15日

    Chief’s Kingdom: Growing a Global Brand with the CMO of the Kansas City Chiefs

    Join Jason Parks and Jen Mazi as they dig into the heart of the Kansas City Chiefs’ rise to global fandom with CMO Lara Krug, exploring the strategies and values that have made the Chiefs a standout sports brand. Plus, gear up for a Brand Battle as Barkley’s Dave Gutting weighs in on the age-old rivalry between Nike and Adidas.

    26 分钟
  • 12 集

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Welcome to This Modern Brand . . . the podcast where we go behind the scenes with some of America’s most influential brands to break down their strategies, values and innovations — finding takeaways for the everyday marketer.

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