Masters of Scale Branding truths and tariff myths, with Autodesk’s Dara Treseder & Flexport’s Ryan Petersen
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Nov 4, 2025 
Dara Treseder, CMO of Autodesk, shares her insights on savvy branding and marketing strategies, diving into the balance of trust and controversy in campaigns like those of Taylor Swift and Cracker Barrel. Meanwhile, Ryan Petersen, founder of Flexport, debunks common trade myths, highlighting the risks of knee-jerk tariff reactions and the complexities of global trade policies. The duo offers candid takes on how brands can effectively use AI and the ongoing challenges in adapting to the changing landscape of trade.
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Tension Must Drive Business Results
- Great work needs tension that advances both brand awareness and acquisition rather than alienation.
- Dara Treseder warns that controversy can raise awareness but still hurt acquisition if it alienates audiences.
Protect The Brand's Core
- When evolving a brand, protect its core soul while changing peripheral elements instead of scrapping the essence.
- Dara Treseder applauds Cracker Barrel for reversing a change that threatened Southern hospitality and restoring trust.
Be Transparent About AI Use
- Be transparent when using AI in brand work and disclose what elements are AI-generated to preserve trust.
- Use AI to lift tedious tasks while keeping human creators in control, like a tandem bike metaphor.