Up Next with Gabriella Mirabelli

Gabriella Mirabelli
  • 5.0 (32)
  • MARKETING
  • UPDATED WEEKLY

New ideas and new technology are causing seismic shifts the media industry. Meet the innovators, the risk-takers and the disrupters on the front lines of change from Hollywood, Wall Street, Silicon Valley and beyond. This is the "Up Next Podcast" with Gabriella Mirabelli.

  1. 1D AGO

    UN 397 - IJRM. Sustainability Consideration Gap.

    Guilherme Ramos, assistant professor of marketing at Rochester Institute of Technology, and Larissa Elmor, PhD student at FGV Brazilian School of Public and Business Administration and visiting scholar at Imperial College Business School, discuss their research published in the International Journal of Research in Marketing. Their study of nearly 8,000 consumers across three countries examines the gap between what shoppers say they value and what they actually consider when making purchases. The conversation explores why sustainability rarely comes to mind during shopping decisions and what businesses can do to bridge this attitude-behavior gap through cognitive accessibility and contextual salience.

    28 min

  2. JAN 29

    UN 396 - Dave Bernath. Wurl.

    In this episode, Dave Bernath, CEO of Wurl and former Comedy Central GM, explains the technology infrastructure behind ad-supported streaming TV. The conversation covers how FAST channels work, the relationship between content owners and platforms, and why major studios sometimes cede advertising control to distributors. Bernath discusses contextual targeting that matches emotional tone between ads and content, the gap between streaming viewership (45%) and ad spending (15%), and attribution challenges on connected TV. He also addresses YouTube's dominance on connected TVs, metadata inconsistencies in programmatic advertising, and opportunities for small and mid-sized businesses to access TV advertising at scale.

    27 min

  3. JAN 22

    UN 395 - YPulse. Mythbusting Gen Z.

    MaryLeigh Bliss from YPulse reveals how media headlines systematically misrepresent Gen Z through sensationalized claims based on viral social content rather than representative research. The conversation debunks major myths about financial expectations, workplace behavior, technology adoption, and mental health by contrasting bold headlines with actual survey data from thousands of young consumers. Bliss explains how to distinguish between micro-trends and mass behavior, why seemingly contradictory data points require nuanced interpretation, and what marketers risk by accepting oversimplified narratives. The discussion offers frameworks for evaluating claims about generational behavior and understanding the gap between media perception and reality.

    27 min

  4. JAN 15

    UN 394 - Patrick Moynihan. Identity, Trust, Control.

    Attribution has always been a challenge for marketers, and today's internet only makes it harder. Cookie banners frustrate users, bots distort signals, and brands face growing liability for the data they collect. What if there were a way to fix all of this while giving individuals true ownership of their online identities? In this episode, Gabriella Mirabelli speaks with Patrick Moynihan, co-founder and president of Tracer Labs, about Trust ID, a portable, user-owned digital identity built on blockchain technology. Trust ID enables consumers to control consent on a site-by-site basis, reduces friction in online experiences, and provides a digital wallet for secure transactions. For brands, it offers cleaner CRM data, stronger attribution, and less exposure to privacy risks. Patrick shares how the concept evolved from a referral-tracking tool into a potential new standard for digital trust, why adoption is easier than many assume, and what the future might look like if individuals—not platforms—hold the keys to their own data.

    29 min

  5. JAN 8

    UN 393 - IJRM. How Creators Capture Value.

    Pierre-Yann Dolbec and Andrew Smith discuss research explaining creator monetization. The conversation covers three value capture modes that determine creator monetization: advertiser mode, selling attention through partnerships, entrepreneur mode, exploiting market opportunities through product launches, and professional mode, packaging expertise for direct sale. The researchers explain why mode-spanning creators demonstrate greater resilience, how authenticity struggles stem from violating audience expectations rather than commercialization itself, and why the industry is shifting from single-mode influencers to multi-mode creators building sustainable businesses with assets driven by burnout prevention.

    28 min

  6. 12/18/2025

    UN 392 - YPulse. Predictions for 2026.

    MaryLeigh Bliss from YPulse reveals 2026 predictions for Gen Alpha, Gen Z, and millennial behaviors. After accurately calling 2025 trends, including livestream shopping's breakthrough and local experience resurgence, Bliss forecasts surprising shifts in how social media functions, dramatic compression of cultural cycles, and the evolution of fan creativity through emerging technologies. The conversation covers unexpected entertainment format changes, authenticity concerns reshaping content consumption, and economic anxieties influencing consumer responses to brand behavior. These predictions offer strategic insights for marketers navigating rapid generational shifts in digital behavior and cultural values.

    30 min

  7. 12/11/2025

    UN 391 - Ulli Appelbaum. The Science of Brand Associations.

    Ullie Appelbaum, brand strategist and author of The Science of Brand Associations, explains how cognitive psychology's associative network theory and neuroscience research inform brand building. The conversation covers how information is stored as connected nodes in memory, the 5-95 rule showing brand predisposition represents 70% of future sales, and the 60-40 optimal mix of brand building to performance marketing. Appelbaum discusses how cultural associations age and require modernization, methods for shifting brand associations, creating differentiation in commodity categories, and why internal stakeholder alignment on brand positioning is essential before external execution.

    29 min

  8. 12/04/2025

    UN 390 - IJRM. Complexity & Brand Gender in Advertising.

    Siyun Chen, associate professor at Sun Yat-sen University, discusses her research showing masculine brands perform better with simple ad designs while feminine brands achieve better results with complex designs. The conversation covers how visual complexity is determined by element count, detail level, and arrangement irregularity, why the effect works through subconscious conceptual fluency, and how brand gender can be manipulated through names, colors, and visual elements. Chen explains the role of holistic versus analytical thinking styles, why following design trends without considering brand fit is the biggest mistake practitioners make, and practical guidelines for determining appropriate complexity levels.

    23 min
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About

New ideas and new technology are causing seismic shifts the media industry. Meet the innovators, the risk-takers and the disrupters on the front lines of change from Hollywood, Wall Street, Silicon Valley and beyond. This is the "Up Next Podcast" with Gabriella Mirabelli.

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