We Built This Brand

HumblePod
HumblePod
  • 5.0 (8)
  • 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. Jul 15 ·  Video

    Building Bold Brands: How Jonathan Halley Turned Big Slate Media into a Creative Powerhouse

    Jonathan Halley didn't set out with a master plan to build one of East Tennessee's most recognized creative agencies, but a drone, a viral video, and a willingness to say yes changed everything. In this episode of We Built This Brand, Jonathan shares the story behind founding Big Slate Media, growing from a one-person operation into a 30+ person production company and creative agency, and what he's learned about leadership along the way. He opens up about hiring his first employee, learning to let go of control, why relationships matter more than marketing, and how coaching has made him a better leader. The conversation also explores the future of branding in the age of AI, the launch of B-Roll Bank, Big Slate's expansion into sonic branding, including creating Regal Cinemas' new audio identity, and why authenticity is becoming a brand's greatest competitive advantage. Whether you're building a business, leading a creative team, or navigating entrepreneurship, this episode is packed with practical insights and honest reflections from someone who's built a brand by embracing change instead of chasing perfection. Show Highlights:  (00:17) Meet Jonathan Halley (01:47) Origin Story to Big Slate (07:07) Early Growth Catalysts (11:45) Brand Name and Scaling Up (20:02) Big Slate Today (21:57) Sonic Branding Wins (23:08) New Mega Studio Move (25:36) B Roll Bank Explained (29:43) AI Shaping Brands (36:56) Host Picks Orvis (38:08) Wrap Up And Where To Connect About Jonathan: Jonathan Halley is a creative entrepreneur, executive producer, and founder based in Knoxville, Tennessee. He is the founder and owner of Big Slate, an integrated creative company that brings together strategy, storytelling, production, social media, advertising, and technology to help brands communicate in more meaningful and memorable ways. Jonathan launched Big Slate in 2015 and has since grown the company from a small production operation into a multidisciplinary creative team working with regional and national brands. Under his leadership, Big Slate has developed campaigns, commercials, branded content, digital experiences, and original storytelling across a wide range of industries. His work is driven by a belief that strong creative ideas, thoughtful collaboration, and exceptional execution can help organizations build deeper relationships with the people they serve. In addition to Big Slate, Jonathan is the founder of B Roll Bank, a media technology company developing private, AI-powered tools that help organizations organize, search, and unlock the value of their video and content libraries. The platform is designed to make large media archives more accessible, useful, and secure by connecting directly to an organization’s existing storage infrastructure. Jonathan is also the owner of Marble City Studios, a production and creative facility in Knoxville designed to support commercial productions, photography, podcasts, events, education, gear rentals, and the broader creative community. Through Marble City Studios, he hopes to create a premium destination for production in East Tennessee while helping attract more ambitious creative work to the region. Across each of his ventures, Jonathan is passionate about building creative businesses, developing talented people, creating strong company cultures, and expanding opportunities for filmmakers, artists, entrepreneurs, and storytellers. He is especially interested in the intersection of creativity, leadership, technology, and community development, and in exploring what it takes to build companies that are both ambitious and deeply human. Jonathan’s work and leadership have been recognized through honors including the Knoxville Chamber Pinnacle Young Entrepreneur Award, Knox.biz 40 Under 40, and VIP Knoxville’s 50 Under 50. He lives in Knoxville with his wife, Cassie, and continues to invest his energy in building companies, developing people, and helping shape the future of the creative industry in East Tennessee. Links:  Big Slate Media – https://bigslatemedia.com HumblePod – https://humblepod.com We Built This Brand – https://webuiltthisbrand.com

    Building Bold Brands: How Jonathan Halley Turned Big Slate Media into a Creative Powerhouse

  2. Jul 1 ·  Video

    Great Design Removes Barriers With Brad Scott

    In this episode of We Built This Brand, Chris sits down with Brad Scott, Founder and Principal of Applied Design, to explore how a rebranding project for the Braille Institute led to the creation of Atkinson Hyperlegible, an award-winning typeface designed to improve readability for people with low vision. Brad shares his journey from interior design to leading branding initiatives for organizations like Grand Central Terminal and the World Trade Center, while discussing the principles of universal design, the future of AI in creative work, and why great branding is about solving real human problems. Whether you're a designer, marketer, entrepreneur, or simply curious about the intersection of creativity and accessibility, this episode offers valuable insights into building brands that truly make an impact. Show Highlights:  (00:00) Universal Design Mindset (00:21) Meet Brad Scott (01:50) From Interiors to UX (05:51) Why Start Applied (11:48) Building Hyperlegible (30:15) Smithsonian Recognition (31:09) Hyperlegible Next Upgrades (33:07) Variable Font Explained (35:59) Universal Design Benefits (38:09) Applied Design Future Wrap About Brad Scott:  Brad Scott has always believed that design is more than aesthetics, it carries personal, cultural, and emotional meaning. As co-founder of Applied Design, he has spent more than two decades helping organizations solve complex challenges through thoughtful, strategic design. Throughout his career, Brad has partnered with leading organizations including Accenture, Eli Lilly, and the World Trade Center Redevelopment project, guiding teams to create meaningful brand experiences that inspire action and drive results. Brad co-founded Applied Design with Craig Dobie on the belief that design has the power to create lasting cultural and societal impact. The pair first worked together at Landor Associates, where they helped shape the identities of iconic brands and organizations such as Verizon, the World Trade Center, and the Central Park Conservancy. Earlier in his career, Brad developed his expertise at imc2, an internet marketing and advertising agency, and Clear Ink, an internet strategy, technology, and design firm. Beyond the studio, Brad is a passionate advocate for the role of creativity in business and society. He has spoken at conferences and symposiums across Australia, China, the United Kingdom, and the United States, sharing his perspective on branding, design, and innovation. His work and insights have been featured by the Associated Press, Salon, WIRED, and HOW Magazine. Brad's contributions to the design industry have earned international recognition, including a Clio Award, a British Design & Art Direction Pencil, and a Gold Lion at the Cannes International Festival of Creativity. Through every project, he continues to demonstrate how thoughtful design can transform brands, shape culture, and make a lasting impact. Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    Great Design Removes Barriers With Brad Scott

  3. May 27

    Boards, Burnout & Building Sustainable Nonprofits with Mary Walker

    In this episode of We Built This Brand, Chris sits down with Mary Walker to talk about the hidden business side of nonprofits. From fundraising strategy and board leadership to navigating crises like COVID and government funding delays, Mary shares practical lessons on building sustainable organizations that can truly make an impact. Plus, hear the incredible story behind her family’s century-old Knoxville automotive business and how it inspired Leafspring. Show Highlights:  (01:47) Marys Career Path (06:36) Leafspring Focus (11:40) Fundraising Systems (18:57) Boards And Change (32:48) Knoxville Car Market (34:12) Watermelon Sales Stunt (37:51) Nonprofit Reserves Strategy (42:34) Starting Nonprofits Right About Mary Walker:  Mary Walker is the owner and principal of Leaf Spring LLC, a consulting company that specializes in helping non-profits INTENSIFY THEIR IMPACT through more efficient and financially favorable processes. She is passionate about nonprofit success and works to elp her clients in the areas of revenue development, fraud prevention, board growth, strategic planning, and general business practices. Before this, Mary served as the Director of Development at the Knoxville Museum of Art. She has worked previously in strategy, marketing, and finance in international corporations and in her family's automotive businesses. She earned her bachelor's degree from the Jniversity of Tennessee and her MBA from Vanderbilt University. Mary has served on several local non-profit boards and currently teaches in a nonprofit graduate certificate program at the University of Tennessee. Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    Boards, Burnout & Building Sustainable Nonprofits with Mary Walker

  4. May 6

    No Script, No Safety Net: How Breakwater Studios Reinvents Brand Storytelling

    What happens when brands give up control and trust the story? In this episode of We Built This Brand, Kirstin Falk of Breakwater Studios shares how award-winning, human-centered films are created without scripts, why uncertainty is the new normal for brands, and how powerful storytelling can build real emotional connection. From working with global brands like L’Oréal and McDonald’s to winning Academy Awards, this conversation explores the intersection of creativity, strategy, and authenticity in modern marketing. Show Highlights:  (00:00) Brands Embrace Uncertainty (00:13) Meet Kirsten Falk (01:51) From Politics to Schwab (03:41) What Breakwater Does (06:04) Protecting The Creative Process (07:54) No Script Just Strategy (11:19) Awards And Studio Vision (13:10) LOréal Cannes Winning Film (18:28) Values Advocacy And The Name (26:40) AI The Future And Wrap Up Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    No Script, No Safety Net: How Breakwater Studios Reinvents Brand Storytelling

  5. Apr 23

    Building a Brand After Rock Bottom: Andrew Parrott on Recovery, Business, and Authentic Marketing

    Andrew Parrott, founder of Logic Marketing and partner at Brainchild Creative, shares a raw and powerful story of addiction, recovery, and redemption, and how those experiences shaped his approach to business and branding. From homelessness and a near-fatal past to building a multi-faceted marketing and experiential agency, Andrew dives into authenticity, risk-taking, and why your scars might be your greatest asset. This episode is a deep, honest look at what it really means to build something that matters. Show Highlights: (00:00) Experience Over Guesswork(01:27) From Tacoma to Tennessee(04:13) Addiction and Recovery(10:20) Turning Scars Into Brand(15:24) Building Logic Marketing(34:06) Taking Client Work Seriously(35:24) Origin of 50 Foot Trolls(42:20) Marketing Meets Fabrication(45:00) Authenticity Over Virality(49:39) Future Focus and Closing Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    Building a Brand After Rock Bottom: Andrew Parrott on Recovery, Business, and Authentic Marketing

  6. Apr 8

    From Logo to Lifestyle: Rebuilding the Soul of La-Z-Boy, with Diana Quenomoen

    What does it take to reinvent a 100-year-old brand? In this episode or We Built This Brand, Diana “DQ” Quinmoen, Head of Design at  Colle McVoy, shares how her team helped La-Z-Boy rediscover its soul and transform from a furniture brand into a full sensory experience. From brand scent and store experience to AI-powered activations and the “ah-place” philosophy, this conversation explores how modern brands must think beyond campaigns and build systems that connect emotionally at every touchpoint. Show Highlights: (01:17) DQ Origin Story (05:18) Trust and La-Z-Boy Kickoff (09:00) Finding the Ah Place (18:37) AI Powered Recliner Stunt (19:14) Rebrand Pushback Fears (20:58) Campaign Results Metrics (22:42) Lessons Relationships Research (24:31) Future Branding Systems AI (27:21) Authenticity In AI Era (29:44) AI Media Case Studies (30:48) Brands Beyond Products (33:52) Where To Connect (34:26) Final Podcast Wrap Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    From Logo to Lifestyle: Rebuilding the Soul of La-Z-Boy, with Diana Quenomoen

  7. Mar 11

    From Budweiser Frogs to the Ability Machine: How Creativity Unlocks Hidden Talent with Tom Woodard

    Tom Woodard spent decades shaping iconic advertising, from voicing the famous Budweiser frogs to producing national jingles for brands like Coca-Cola and McDonald’s. Now he’s channeling that creative experience into something bigger: The Ability Machine, a marketing initiative that intentionally collaborates with creatives with disabilities. In this episode of We Built This Brand, Tom shares his journey through the golden era of advertising, the story behind one of the most memorable Super Bowl campaigns ever, and how giving people a seat at the creative table can unlock incredible talent, confidence, and community. Show Highlights:  (00:00) Welcome and Introductions (00:29) From Guitar to Jingles (02:14) Iconic Campaign Highlights (02:42) Budweiser Frogs Origin Story (03:44) Animatronics and Super Bowl Magic (04:54) Building Studios and Agency Life (07:10) Founding Ability Machine (11:51) Aha Moment with Goo Goo Clusters (14:35) Hiring and Empowering Creatives (22:10) Future, AI, and Wrap Up

  8. Jan 21

    From Side Hustle to Strategy with Becky Owen

    What does it really take to turn creator passion into a sustainable business? In this episode of We Built this Brand, Becky Owen breaks down the reality behind the creator economy, from pricing your worth and avoiding burnout to why AI isn’t a strategy (and never should be). We explore how creators can build long-term influence without launching a brand, the danger of “AI-for-AI’s-sake,” and why nostalgia, instinct, and human creativity still matter more than ever. A must-listen for creators, marketers, and brand builders navigating what’s next. Show Highlights:  (00:32) Meet Becky Owen: Career Highlights (02:26) Becky's Journey in Creative Marketing (06:05) The Birth of 5 2 9 (10:25) Challenges and Insights in the Creator Economy (28:54) Creators Gaining Equity and Influence (30:29) The Evolution of Podcasting with Humble Pod (31:10) Insights from Muse Volume Two Study (32:13) AI's Impact on Marketing and Creativity (44:14) Practical Guidance for Using AI Responsibly Start a podcast with HumblePod! https://www.humblepod.com/our-services/ Sign up for our newsletter! https://www.humblepod.com/newsletter-sign-up/

    From Side Hustle to Strategy with Becky Owen
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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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