When AI cranks out faster campaigns and copycat content, brand and creativity are your only edge.
In this episode, Bruno Bertini, Chief Marketing Officer at 8x8, joins Adam Kaiser to share how his team launched ‘The Power of You’ campaign, a bold brand play that put customers at the center and proved that AI can amplify creativity rather than dilute it.
Bruno walks through the thinking behind the rebrand, why differentiation in SaaS can no longer rely on product alone, and how 8x8 used AI-powered production to create customer stories that were fun, emotional, and memorable, all while cutting through a crowded B2B space.
In this conversation, you’ll learn:
- Why 8x8 chose to differentiate through brand instead of product
- How ‘The Power of You’ campaign put customers in heroic roles while telling authentic stories
- Why AI lowered production costs and expanded creative possibilities
- How brave marketing can help B2B teams build human connection and stand out
Jump into the conversation:
(00:00) Introducing Bruno Bertini
(01:55) Understanding 8x8
(04:38) Rebranding and differentiation through marketing
(07:01) The Power of You campaign: Concept and execution
(13:49) Customer reactions and AI integration
(16:58) Campaign results and impact
(19:29) Future plans and expanding the campaign
(22:32) Advice for marketing teams: Be brave
