The Marketing Millennials 6 Marketing Insights from Fashion to B2B Brands with Kevin Branscum, Senior Director of Brand Marketing at Typeform | Ep. 342
Aug 22, 2025
Kevin Branscum, Senior Director of Brand Marketing at Typeform, brings a wealth of experience from the fashion and luxury sectors. He discusses how branding should focus on emotions rather than just product features, emphasizing the importance of cultural awareness. Kevin highlights lessons from the engagement ring industry and the need for innovative B2B strategies. He also explores the significance of creativity and taste in the age of AI, making a compelling case for marketers to connect deeply with their audiences.
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Brand Leads Strategy In Fashion
- Fashion CMOs put brand at the tip of the spear because product differences are often minimal.
- This drives marketing, calendar, and strategic decisions to differentiate via personality and experience.
People, Not Logic, Drive Choice
- Brand marketing focuses on people, behavior, and emotional resonance rather than pure product logic.
- Emotional connection often determines choice even when functional solutions are similar.
Track Culture, Not Just Product Use
- Stay culturally fluent by tracking what people watch, read, and listen to, not just product metrics.
- Use that cultural insight to inform tone, imagery, and creative direction for stronger brand resonance.