Branding Matters How to Connect with Your Audience With Your Brand Story - Christine Gillies
Ever wonder why some stories just grab you by the heart? Want to know how you can connect with customers on a human level?
Today I’m sitting down with my friend Christine Gillies—she's not only one of the Globe & Mail's Best Executives for 2023 but also the CMO at Blackline Safety. This Calgary-based company specializes in revolutionary wireless, wearable sensors designed for industrial or remote work environments.
This conversation is unlike any other as Christine courageously opens up about surviving the 9/11 attacks, escaping from the 87th floor of the World Trade Centre. Christine brings that resilience into her marketing expertise, advocating for the power of vulnerability and authenticity in brand storytelling.
From the value of asking the right questions to connecting people in impactful ways, this conversation is a must-listen. Get ready for actionable insights and an inspirational story that will stay with you long after you've tuned out.
This is truly one of my favourite conversations, with one of my favourite people, and I hope you enjoy it as much as I did.
Here are the highlights from this episode:
06:40 - Christine’s 9/11 survival story
14:07 - What does it mean to put marketing at the forefront of a company strategy
18:34 - How Blackline technology helps bring people home safely
22:33 - Why storytelling is important
23:34 - Christine’s advice for business owners and marketers
26:12 - Why vulnerability is a big part of storytelling
28:56 - How to choose the most effective platform for sharing your brand's story
32:12 - Christine’s badass superpower
This episode is sponsored by:
UneeQ - an artificial intelligence company, developing the most advanced autonomous digital human platform available for customer interactions – today and in tomorrow’s metaverse.
UneeQ’s mission is to deliver digital human experiences that excel in marketing, sales and service roles – reducing complexity, improving conversions and creating memorable customer moments for brands.
Want to Win a Digital Human valued at $100,000? Tell us your biggest, boldest and best idea for a digit
BRANDING MATTERS is one of the 40 Best Branding Podcasts worldwide. It's one of the 17 Branding Podcasts Worth Your Time in 2025. And it's one of the 20 Great Podcasts to Grow Your Brand.
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About Me
Hey there, I'm Joelly - the Branding Badass. My BADASS superpower is helping you build a brand that matters. From branded merch to keynote speaking, when you work with me, you get results!
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