How do you activate a brand to create authentic connections with your audience? 

In this episode, Jim Pietruszynski, CEO of SoulSight, shares the critical process of brand activation—bringing a brand’s identity, values, and messaging to life to deeply engage both B2B and B2C audiences. Soulsight is a brand design agency with over 30 years of experience building iconic brands for global leaders like Kraft Heinz, Coca-Cola, and Pfizer.  

The discussion highlights the unique challenges of B2B branding, where more human touchpoints exist within an organization, making brand activation tricky. Jim also touches on the importance of aligning a brand’s story with its mission, avoiding shortcuts like influencer reliance, and fostering emotional connections that resonate long-term. 

Tune in to discover strategies for communicating your brand, building authentic relationships with your audience, and creating change within even the most risk-averse organizations. 

For detailed takeaways, show notes, and more, visit: www.pragmaticinstitute.com/resources/podcasts 

Pragmatic Institute is the global leader in Product training and certification programs for working professionals. Learn more at www.pragmaticinstitute.com.