Best Story Wins

Branding isn’t about your appearance to your audience — it’s about the experience you cultivate for your audience.This week, we’re joined by Dorian Stewart, Director of Demand Generation at Federato, to discuss his philosophy on fusing empathy for the end user with smart data to create impactful content that not only communicates, but resonates.We also discuss:How to balance maintaining a unified brand with the constant need for speed and experimentation.Emerging trends in influencer marketing and in-person experiences in the B2B space.Why focusing on customer stories and solutions is often more effective than discussing product features.

Great innovations come from great teams working together, doing more than they could individually. And, to achieve this, companies first need to understand the problem they are trying to solve.In this episode, we are joined by Joe Lazer, the fractional Head of Marketing at A.Team, a company revolutionizing how organizations build teams by leveraging AI. Joe shares insights into the tools developed at A.Team (Team Formation AI), the importance of brand storytelling in B2B marketing, and the emerging trend of internal evangelists as key drivers of brand and performance.Listeners will learn:The critical role of brand storytelling in building meaningful connections with audiences, even in the face of increasing AI-driven content production.Why cultivating strong internal voices within a company can deliver outsized impacts on both brand recognition and sales.The future of B2B marketing, with a shift toward more personalized, creator-led engagement strategies.Check out Joe’s book The Storytelling Edge: How to Transform Your Business, Stop Screaming into the Void, and Make People Love You, his newsletter on LinkedIn, and make sure to follow him for more B2B content.

Healthcare has always been perceived as a very unauthentic sector in terms of brand and product. What are folks doing out there to change the landscape? In this episode we are joined by Ryan Romero, Creative Director, Marketing & Product Design at Hoag Health System where he is trying to radically change how users interact with healthcare providers through innovative digital health products, to save lives and improve care. Ryan shares insightful stories about elevating Hoag's brand through authentic storytelling, innovative maternity campaigns, and the development of groundbreaking applications. We also discuss:Building design teams and a culture of innovation in a hospital setting with no prior design philosophy.Strategies to attract a younger audience through compelling narratives and creative marketing.Ryan’s philosophy on clear, usefulness and elegance, balancing emotive and factual elementsThe move towards creating a unified design system for Hoag, integrating motion and building meaningful user experiences.

How does a cybersecurity startup blend retrofuturistic vibes with innovative anti-ransomware strategies to stand out in a crowded market?Our guest today, Aaron Zide, Creative Director at Halcyon holds the answer to this question. In this episode, Aaron shares invaluable insights on the challenges and opportunities of maintaining a distinctive brand identity while remaining agile and creative. He explores how Halcyon projects a retrofuturistic and serene vibe and discusses the innovative marketing strategies that have helped the brand cut through the noise and retain customers' attention in the long run.We also discuss:How to manage a global team while maintaining a unified brand tone and message.The need for open-minded adaptation and embracing new marketing channels.How to stay true to the brand’s unique identity while incorporating feedback and societal changes.

Clarity is the cornerstone of brand success.Understanding what your brand is to the core, and what it offers, enables you to craft a clear narrative and effectively market it.In this episode, we are joined by Josie Jeffries, Sr. Director, Creative and Content at Webflow. Josie is a seasoned professional with an impressive career at leading teams in tech brands like X (formerly Twitter) and Slack, where she excelled in building brand awareness. She shares her insights on the importance of clarity and communication in marketing challenger brands and reveals strategies for managing change and persuading customers to switch to new platforms amidst fierce competition.We also discuss:How to appeal to both the emotional and technical needs of stakeholders.The importance of balancing ambitious brand campaigns with conversion-oriented content.Strategies for prioritizing creative decisions based on their return on investment.

AI has been here for a long time — longer before the ChatGPT boom. And now that we’ve all seen it, it’s not going anywhere.In this episode, we are joined by Celene Osiecka, Senior Director of Conversation Design and Conversational AI at [24]7.ai, as she shares how her team focuses on enhancing customer experience, reducing risk, and navigating the challenges of the tech industry through a systemic use of conversational AI.We also discuss: The delicate balance between data-driven approaches and the subjective, artistic aspects of conversation design.How AI is transforming quality assurance, helping companies streamline training and reduce costs.The roles and collaboration involved in designing effective AI-driven conversations.

As brands grow, communication channels tend to expand parallelly. What is the secret behind successful comapnies that can keep up and leverage with this growth? To delve deeper into this question, we are joined by Gwen Lafage, VP of Marketing, Global Brand and Content at Sinch, who shares the intricate balance between a long-term vision and agile marketing, paving the way for continuous and successful brand growth.  Gwen also explains how Sinch is revolutionizing brand experiences and efficiency while underscoring the often-overlooked potential of rich communication messagingWe also discuss:The importance of maintaining consistency in brand messaging while allowing autonomy.Gwen’s insights into 6 C’s philosophyThe significance of integrating AI innovations and maintaining strong, consistent brand messaging.

How can embracing digital trends and authentic human connections redefine your marketing strategy in an AI-driven world?This week we sit down with Alec Hanson, Chief Marketing Officer at loanDepot, as he takes us through the intricacies of mortgage marketing amidst fluctuating interest rates. Drawing on his extensive industry experience, Alec discusses effective strategies tailored for navigating high-rate environments and the importance of authenticity and storytelling in brand development. Staying on top of AI and innovative technologies to stay competitive in a rapidly evolving market is key to success. Whether you're new to mortgage marketing or a seasoned professional, Alec's practical advice and forward-thinking perspectives offer valuable guidance for driving success in this dynamic industry.Join us as we discuss:The importance of utilizing diverse digital channels such as Instagram, TikTok, and Google to effectively reach and engage with modern consumers.The critical need for marketers to adopt new technologies like AI and move away from outdated methods to remain competitive.The significance of building genuine human connections and maintaining transparent branding to foster trust and loyalty among consumers.

The future of design isn’t just about function; it’s about fun. In this episode, we are joined by Soren Iverson, Product Designer at Iterate and creator of the innovative app Stompers. Known for his satirical product interfaces that captivate social media, Soren shares his journey of infusing humor into his work to escape the rigidity of deliverables in the design industry. He discusses the ups and downs of running his business, mastering sales and marketing, and maintaining a work-life balance while also touching on his creative process, emphasizing the importance of unique niches and technological advancements in design. We also discuss:The commodification of design due to advancements in technology and AIThe challenges of setting client expectations and managing team dynamics.Why finding unique positioning or specialization in the design industry is key to succeed.

‘A brand is a living, breathing thing. A stale brand is a dead brand’In this episode, we are joined by Bob Galmarini, Senior Director of Brand Design at Databricks, as he shares his journey leading a multidisciplinary team of one of the fastest-growing organizations in the tech space, and discusses how his team navigates the challenges of simplifying complex messaging for a technical audience. Bob also addresses the importance of telling brand stories that resonate with the buyers, no matter the complexity of the product or service, and emphasizes the areas where B2B brands can still learn from B2C. We also discuss: Why integrating quantitative data with emotional storytelling is key—staying data-informed rather than data-drivenHow AI tools are being utilized to enhance creative workflows, focusing on efficiency, templatizing, and automation.The necessity of finding a balance between top-of-funnel and bottom-of-funnel (BOFU) content to enhance brand awareness and engagement.