“If you don’t have anything interesting to say, people won’t care, no matter how good your targeting is,” says Kae Neskovic, Executive Creative Director at Superside

In this episode of The Content Cocktail Hour, Kae Neskovic, Executive Creative Director at Superside, talks about how branding is evolving in the face of competition and the integration of AI in creative workflows. Kae explores the balance between creativity and efficiency in a resource-constrained marketing landscape, sharing insights into how Superside invests in building brand foundations that drive long-term success. She also highlights the growing importance of human connection in B2B marketing and the rising demand for authentic, people-driven brand strategies.

In this episode, you’ll learn:

1. Why branding is more important than ever in a competitive B2B market
2. How AI complements creativity without replacing the human touch
3. The value of creating communities and fostering authentic connections

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Kae on LinkedIn: https://www.linkedin.com/in/koviljka/

Explore Superside: https://www.superside.com/

Timestamps:

(00:00) Intro

(01:05) From agency life to Superside

(03:50) Navigating the pressures on creative teams

(06:34) Using AI to streamline workflows and amplify creativity

(12:35) Brand as a driver of efficiency

(18:37) Remote work and its impact on collaboration

(25:35) Building communities through authentic marketing