This Modern Brand

Advertising Week

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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.

25 SEPT

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 min
11 SEPT

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 min
12 JUN

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 min
22 MAY

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 min
7 MAY

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 min
16 ABR

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 min
3 ABR

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 min
26 MAR

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 min
20 MAR

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 min
13 FEB

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 min
30 ENE

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 min
15 ENE

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 min

12 episodios

5

de 5

4 calificaciones

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.

Canal

Advertising Week
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Advertising Week
Años de actividad

2 k
Episodios

12
Clasificación

Apto
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