Marketing Beyond with Alan B. Hart

What lessons can marketers learn from Taylor Swift's massive success? In today's episode, Alan Hart talks with Kevin Evers, senior editor at Harvard Business Review and author of the book There's Nothing Like This: The Strategic Genius of Taylor Swift, about the branding and strategy lessons marketers can learn from the record-breaking artist. He reveals what prompted him to write about Swift and the commonalities he discovered between Taylor, Jeff Bezos, Jerry Garcia, The Beatles, and Reddit's true crime communities. Kevin explains that since the start of her career, Taylor has created "blank space" for herself in crowded categories through innovative differentiation techniques, like insisting on writing her own songs as a teen girl for teen girls at a time when most hits on country radio were performed by men. He notes she has a classic entrepreneurial spirit that has helped her beat the odds and defy what the data said was possible to reach levels of fame beyond most people's expectations. Kevin and Alan discuss the rebranding lessons marketers can learn from Taylor's transition from country to pop music and noting how she integrates personal connection into every aspect of her approach while maintaining the allure of scarcity with her dedicated fanbase. Kevin suggests that Taylor Swift's success goes beyond her songwriting talent and superstar status. He believes it's her strategic marketing approach and deep connection with her fans that truly set her apart—a lesson that all marketers can learn from. Key quotes: "Her customer obsession is her secret sauce. Again, incredibly talented, a great songwriter, but talent isn't necessarily a scalable asset, but she knows that her fans are a scalable asset." - Kevin Evers, senior editor at Harvard Business Review "She sets high expectations and then she exceeds those expectations. And in most cases, she gives fans more than they maybe even deserve and I think that fan obsession is a big part of why her fans stick around for so long, and when she's able to recruit new fans." - Kevin Evers, senior editor at Harvard Business Review In this episode, you'll learn: The importance of Taylor Swift's "fan-first approach" Rebranding lessons from her shift from country to pop How Taylor has wisely evolved her marketing strategy over the years Key highlights: [01:30] Delayed speech created a great interviewer [03:00] Kevin's unconventional path to Harvard Business Review [03:55] Where did the idea for his new book come from? [05:15] Taylor Swift as a brand [06:35] A "fans first approach" [12:00] Taylor's approach to risk [14:00] Rebranding from country to pop [16:55] Pros and cons of fame [18:25] How Tayor's media strategy has shifted [24:45] Differentiation in a crowded category [28:45] An experience that defines you: Embracing the creative process [30:20] Advice to your younger self: It's all going to be okay [33:20] A topic marketers need to learn more about: What will break through? [35:05] Subcultures to follow: Superfan subculture [36:10] Largest threat to marketers today: A crowded marketplace Resources mentioned: Kevin Evers Harvard Business Review There's Nothing Like This: The Strategic Genius of Taylor Swift The Strategic Genius of Taylor Swift Grateful Dead Bootlegs Pear Jam Wishlist Deep Taylor Fandom on Reddit Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Kevin Evers and Harvard Business Review Kevin Evers on X Harvard Business Review on X Harvard Business Review on Instagram There's Nothing Like This on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

What if you could know how new creative would perform before you invest in it? This is the exact functionality Adobe's latest creative intelligence tools are working towards. In today's episode, Alan chats with Ed Kennedy, group product marketing manager at Adobe, to explore their new Generative AI (GenAI) tools. These tools provide a gateway for marketers to scale the impact of GenAI while maintaining the balance between cost efficiency and performance. Ed leads all the go-to-market strategy for Adobe's new GenAI products. This includes GenStudio for Performance Marketing which provides granular insights down to specific attributes of each ad, so marketers and creatives can work simultaneously to activate high-performing campaigns. GenAI is causing many agencies and brand leaders to reevaluate their operating model, but Ed tells Alan that Adobe believes in an "AI-created, human-perfected" approach. This means GenAI takes on the low-value, repetitive, mundane tasks in the creative process, and then humans review and approve. If "marketers are marketing to consumers or businesses, then the humans are going to be in the driving seat," Ed notes in response to concerns around AI. He also outlines the best use cases for AI agents and cautions marketers against skepticism of this evolving technology. Key quotes: "We're big on "AI created, human-perfected" in all the go-to-market messaging that we're bringing out and helping CMOs understand they can do this." - Ed Kennedy, group product marketing manager at Adobe "If you can look at the performance of the ad itself on the content or creative level, you can quickly double down on what's working and turn off what's not working. And I think that's where we're saving our clients spend because we're just not putting dollars behind bad creative or just underperforming creative." - Ed Kennedy, group product marketing manager at Adobe "Our ultimate vision is that you should actually be able to score your creative before it ships – if it actually is going to perform well." - Ed Kennedy, group product marketing manager at Adobe "We're trying to get to a place... where the brief becomes the new prompt. So instead of entering a prompt to get content, you submit your brief and ... the agent starts working for you." - Ed Kennedy, group product marketing manager at Adobe In this episode, you'll learn: Potential business use cases for GenAI today How Adobe GenStudio is bringing marketers and creatives closer together through data What the future of marketing jobs may look like Key highlights: [01:25] Yoga for work-life balance [02:50] Ed's path to Adobe [03:55] The scope of his role [04:30] GenAI to drive advertising performance [06:05] Versioning with GenAI [07:45] Reevaluating the operating model [10:05] Scaling the impact of GenAI [11:45] Cost efficiency versus performance [12:50] What is creative intelligence? [15:20] Bringing performance and creative closer to data [18:05] AI agents and internal evangelists [21:30] An experience that defines you: It's a ride, not a race [25:25] Advice to your younger self: Drop the intensity and expectations [26:45] A topic marketers need to learn more about: F.I.R.E [28:10] What are you curious about: AI video generation [29:50] Largest threat to marketers today: Cynicism on the sidelines Resources mentioned: Ed Kennedy Adobe GenStudio Agentic AI GenAI Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Ed Kennedy and Adobe Ed Kennedy on X Ed Kennedy on LinkedIn Adobe Experience Cloud on X Adobe on X Adobe on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Ryan Fleisch is the head of product marketing for Adobe Real-Time Customer Data Platform (CDP), and audience manager at Adobe. He is also a recent first-time girl dad and Alan's go-to technology whisperer. Ryan has experience on both the agency and brand sides of digital marketing and has been with Adobe since 2014. His current role, coupled with his previous leadership roles in solution consulting, has allowed him to understand the technical nuances of marketing and advertising technology and the big-picture trends that are transforming the industry at large. In today's episode, Alan and Ryan reconnect for another interview at Adobe Summit 2025 to discuss Adobe's new marketer-first data collaboration tools and what marketing professionals need to know to help them stay ahead of the curve. When it comes to winning impressions in the crowded attention economy, using data wisely is the difference between standing out and blending in with the thousands of ads consumers see daily. Ryan also explains how agentic AI can help marketers move from data synthesis to action, allowing them to scale their impact as individuals and departments. Key quotes: "Agentic AI doesn't just understand my business data. It actually understands my business processes and my goals" - Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe In this episode, you'll learn: How to understand the attention economy Why "clean sketches" may replace "clean rooms" What agentic AI could mean for your marketing strategy Key highlights: [02:05] "The sleep deprivation is real." [03:30] Ryan's path to Adobe [06:00] Understanding the attention economy [08:25] The data tradeoff between scale and accuracy [10:30] Launching Real-Time CDP evaluations [11:30] Old "clean rooms" versus new "clean sketches" [14:45] AI empowering humans to do what they do best [16:40] Generative AI versus agentic AI [20:10] Sorry Spock, Emotions Drive Business [22:45] An experience that defines you: Don't fear the bunk bed [25:30] Advice to your younger self: Look at the big picture [27:05] A topic marketers need to learn more about: Agentic AI and physical art [28:50] Subcultures to follow: Appreciate artists [29:35] Largest opportunity or threat to marketers today: Pairing content with data Resources mentioned: Ryan Fleisch Adobe Adobe Real-Time CDP Adobe Audience Manager Announcement of new Adobe Real-Time CDP collaboration Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Ryan Fleish and Adobe Ryan Fleisch on LinkedIn Adobe on X Adobe on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Kevin Hein is the chief growth officer (CGO) at GIPHY. He began his print publishing career with Ziff Davis when print and tech were merging. Here, he learned the fundamentals of strategic selling while working on the PC magazine account. Kevin joined GIPHY in August 2024 and has since been instrumental in transforming GIPHY into a unique platform that connects brands with audiences through messaging. Under his leadership, GIPHY has expanded its advertiser base, introduced innovative ad formats, and positioned itself as a key player in the messaging ecosystem, driving significant revenue growth and delivering exceptional client results. Kevin joins Alan Hart at South by Southwest (SXSW) to discuss the unique positioning GIPHY offers brands–to become part of cultural conversations in an additive rather than intrusive way. GIPHY's daily reach touches over 1 billion people worldwide, creating a magical moment when users discover the perfect GIF to convey what words alone cannot. GIPHY collaborates with brands to seamlessly integrate their messages into this magic, transforming existing creative, optimizing new ideas, and experimenting in safe, engaging ways that drive organic, long-term results. Kevin explains the collaboration process with GIPHY, why he thinks all brands need to experiment with creativity, and what marketers can learn from innovative online content creators. Key quote: "The beauty and the elegance [of] GIPHY is that it's part of the conversation. It's not intrusive, it's additive. It's a natural extension of what you're talking about." - Kevin Hein, Chief growth officer, GIPHY In this episode, you'll learn: How brands can influence culture without being intrusive What collaboration looks like with GIPHY The value of creative experimentation Key highlights: [01:20] For the love of car detailing [02:45] Kevin's path to GIPHY [05:40] Understanding GIPHY today [08:48] Where to go when you're already everywhere [10:45] What makes GIPHY unique [13:05] Cut downs and brand collaborations [16:30] Where dexterity meets data [19:20] Making magic with Mug Root Beer [24:50] Investing in safe experimentation [26:10] An experience that defines you: "It's just a chapter" [28:10] Advice to your younger self: Give people space to prove you wrong [29:55] A topic marketers need to learn more about: AI experimentation [32:50] Subcultures to follow: Innovative online creators [39:55] Why experiment when everything is going great [44:10] Largest opportunity or threat to marketers today: Test and learn Resources mentioned: Kevin Hein GIPHY GIPHY Studios GIPHY's daily reach statistic Mug Root Beer and Mug Root Beer on GIPHY Waz up Super Bowl Commercial Justin Flom, magician and YouTuber Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Kevin Hein and GIPHY: Kevin Hein on LinkedIn GIPHY on X GIPHY on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads Post-production credits: Integrity Media Solutions LLC

Mike Manheimer is the chief customer officer (CCO) at Postscript—and a soon-to-be first-time father. Postscript is a short message system (SMS) marketing platform powered by AI, designed to help e-commerce brands within the Shopify ecosystem build personalized connections with their customers to drive revenue. Mike entered the SaaS world straight out of college at a startup called WebPT, where he worked his way up to marketing director. After leaving WebPT, Mike held various leadership roles at Gainsight before serving as head of growth marketing at Front. He joined Postscript in 2021 as chief marketing officer and transitioned to his current role as chief customer officer in late 2024, leading both the marketing and customer teams. In today's episode, Alan and Mike discuss conversational commerce, exploring how SMS text messaging, chatbots, and voice assistants are transforming the shopping experience. They examine the potential rise of SMS texts in marketing and why conversational commerce hasn't fully taken off yet. Their conversation also highlights Postscript's decision to specialize rather than consolidate, and the AI innovations they are using to boost revenue. Mike also shares common misconceptions about SMS marketing, notes a consumer shift toward analog experiences, and encourages marketers to adopt an AI-first mindset. Key quotes: "When I joined Postscript, part of my thesis was that two megatrends were intersecting, and they weren't going to stop: We're seeing more transactions done online over time. The second is, we see messaging as a major component of the way people spend their time online, especially on their mobile devices. We see messaging in a bunch of forms but especially text messaging dominates the time people are using their phones. And so, Postscript exists at the intersection of both those trends." – Mike Manheimer, CCO at Postscript "SMS is the only channel that exists for marketers that is fundamentally 'two-way' from the get-go." – Mike Manheimer, CCO at Postscript "When you nail that—you know, the voice, the value add, and the consent—then what you end up with is a very highly engaged, high-earning channel. And a lot of people are finding that they're actually making more money off of an SMS list that ends up being only one-fifth of the size of the email list that they've been cultivating over the last few years because of the integration with the phone, the immediacy of the channel, and the engagement that you're able to generate." - Mike Manheimer, CCO at Postscript "Cracking the code on conversational for your brand not only makes you feel good, it's a financial imperative." - Mike Manheimer, CCO at Postscript In this episode, you'll learn: Why SMS is yielding results in conversational commerce Benefits of specialization versus consolidation in SaaS What AI innovations are driving revenue Key highlights: [01:40] Preparing for fatherhood [03:10] Career path to Postscript [06:45] What is Postscript? [8:15] How SMS could change conversational commerce [12:10] Marketers' SMS misconceptions [17:45] Specialization versus consolidation [23:20] AI use cases in SMS to drive revenue [30:55] Learning to adapt as the new kid [34:15] Advice to your younger self [36:20] A topic that you and other marketers need to learn more about: effectiveness in statistics [30:30] Trends or subcultures others should follow: a renewed interest in analog [41:40] Largest opportunity or threat to marketers today: become an AI-first thinker Resources mentioned: Mike Manheimer Postscript Shopify What is conversational commerce? Career stops: WebPT, Gainsight, Front Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Mike Manheimer and Postscript: Mike Manheimer on LinkedIn Postscript on X Postscript on LinkedIn Postscript on Instagram Postscript on TikTok Postscript on Facebook Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads Post-production credits: Integrity Media Solutions LLC

Tariq Hassan is a proud girl dad, a transformational leader, and the chief marketing and customer experience (CX) officer at McDonald's USA. Before joining McDonald's, Tariq spent over 20 years in global marketing, communications, innovation, and consumer insights. Before moving into his first chief marketing officer role at Petco, he held marketing and brand leadership roles at HP, Omnicom Group, and Bank of America. Since joining McDonald's in 2021, Tariq has led the post-pandemic marketing efforts, including digital, media, CRM, brand content and engagement, consumer insights, and menu strategy to create holistic and compelling brand experiences for customers across nearly 14,000 McDonald's restaurants in the US. On today's show, Alan and Tariq discuss Tariq's career at McDonald's and how he has helped bring the iconic brand into the digital future. They also explore how McDonald's has modernized its approach to digital engagement and solidified its cultural relevance by mindfully using data and digging deep into "fan truths." Tariq shares the four key areas that fueled this transformation: influencing food culture, deeply engaging with fans, leveraging data for personalization, and using McDonald's influence to shape cultural moments. In this episode, Alan and Tariq also explore the return of McDonald's beloved characters and the leadership lessons Tariq is taking with him as he moves on to his next career venture. Tariq opens about his personal experiences, including navigating the college search as a dad and how his daughter's cancer journey influenced his outlook. Finally, he offers advice to brand leaders, reflects on AI's growing role in marketing, and highlights food culture as a key trend for the future. Key quotes: "Data is a currency, it's a language, it's a form of connecting with [Gen Z], and if you do it the right way and provide value, then they return that value with a deeper relationship." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA "At McDonald's, we're guided by what we call fan truths. These truths are about understanding the unique moments, those connections, that our fans have [with our brand]." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA "As brand leaders, you drive clarity of your values, you're transparent with those, and then you lead with actions." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA In this episode, you'll learn: Why consistency is key to maintaining brand integrity Strategies for building deeper customer relationships through personalization Tips for embracing digital transformation and data-driven marketing Key highlights: [01:24] Experiencing the college search as a dad [03:35] Tariq's career path to McDonald's [07:28] Applying a customer-focused lens across industries [08:54] Where to start when stepping into an iconic brand [10:40] Four key areas driving McDonald's modernization [12:43] The return of McDonald's classic characters and their impact [17:18] The journey of McDonald's digital transformation [20:15] Understanding the scale and reach of McDonald's [21:11] Advice to brand leaders on navigating social, health, and other major events [24:24] Leadership principles Tariq is leaving at McDonald's as he moves on [27:50] An experience from your past that defines you: his daughter's cancer journey [30:36] Advice to your younger self: trust your gut, find mentors, take a step back [32:08] A topic that you and other marketers need to learn more about: Generative AI [34:50] Trends or subcultures others should follow: food culture [36:15] Largest opportunity or threat to marketers today: data Resources mentioned: Tariq Hassan McDonald's Career stops: Agencies – Darcy, Leo Burnett, FCB, Omnicomm. Brands: HP, Bank of America, Petco McDonald's Celebrity Meals Hamburglar Hits the Road Grimace's Birthday McDonald's Mobile App Success "It's not just you: McDonald's really was everywhere this year" (CNN) Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Tariq Hassan and McDonald's: Tariq Hassan on LinkedIn Tariq Hassan on X McDonald's on X McDonald's on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads Post-production credits: Integrity Media Solutions LLC

Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC's integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters. On today's show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as "just pretty pictures," is actually a key growth driver, a concept they refer to as "The Big M." Jenn also breaks down the fundamental premise and strength of the "Yes, And" model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing. Key quotes: "You can't just go out with a really funny, creative ad campaign and hope that it's going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market." - Jenn Garbach, CMO at PNC Bank "You hear me use that word 'engine.' That's really the aspiration. Moving from a place where we may be operated as a delivery function to a place where marketing is seen as an investment of growth—marketing as an engine to drive business outcomes." Jenn Garbach, CMO at PNC Bank "It's not just about getting to the summit; it's the process we go about and the collective victory." Jenn Garbach, CMO at PNC Bank In this episode, you'll learn: Strategies to gain a competitive edge Tips to enhance your marketing efforts using data-driven techniques How to transform your team into powerful change agents Key highlights: [01:28] Jenn's first job as a cart pusher [02:48] Jenn's career path [06:19] Initial goal when joining PNC [07:00] What is involved in launching a new brand [08:45] "Brilliantly Boring" tagline [12:51] Where does marketing go at PNC now? [15:07] How people become a great change agent [21:10] An experience from your past that defines you: studying abroad. [23:50] Advice to your younger self [25:05] A topic that you and other marketers need to learn more about: AI preparedness [28:10] Trends or subcultures others should follow: Super Bowl [30:22] Largest opportunity or threat to marketers today: pace of change Resources mentioned: Jenn Garbach PNC Financial Brilliantly Boring at PNC Boring is Essential (Launch Video) Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Jenn Garbach and PNC Bank: Jenn Garbach on LinkedIn PNC Bank on X PNC Bank on Instagram Connect with Alan Hart and Deloitte Digital: Alan on X Alan on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads Post-production credits: Integrity Media Solutions LLC

Tom Klein is the Chief Marketing Officer at Matterport. He brings more than 20 years of experience spearheading marketing efforts for some of the world's leading brands and has a passion for operating at the intersection of marketing and technology. Before Matterport, Tom served as the Global Chief Marketing Officer of Mailchimp, where he led the company's go-to-market efforts and the brand, product, campaign, and content teams. In 2017, Adweek recognized Tom as one of the 50 Most Indispensable Executives in Marketing, Media, and Tech. Before joining Mailchimp, Tom founded and became CEO of Digital Scientists, a digital marketing and software development firm. He is also the co-author of the book, Enterprise Marketing Management: The New Science of Marketing. Matterport is a technology company specializing in 3D spatial data and virtual tour solutions. They provide a platform that enables users to digitize physical spaces into immersive, interactive 3D models known as digital twins. These digital replicas are widely used in real estate, construction, retail, and various other industries to improve visualization, design, and communication. On today's show, Alan and Tom dive into the world of Matterport and explore the diverse range of customers it serves. They unpack the complexities of Matterport's go-to-market strategy, which seamlessly integrates an eCommerce platform, professional services, and a robust SaaS offering. The conversation also ventures into the future of property intelligence, shedding light on how these innovative solutions are transforming industries and redefining the way we understand and utilize spatial data. "It can be very hard to reach the whole planet, but if you reach the people that are really the great communicators and connectors, that's sort of a leverage point." In this episode, you'll learn: The power of transforming complexities into a seamless experience for the customer Strategies for marketing to a diverse and dynamic consumer base What's next for 3D spatial data technology Key Highlights: [02:22] Becoming a pro at refurbishing old houses [03:31] How refurbishing skills are similar to marketing [05:10] Journey to Matterport [07:08] Solutions Matterport provides [10:55] Data as a part of Matterport solutions [16:18] How Matterport solutions get out to market [21:50] What marketing looks like at Matterport [23:56] Where the technology of Matterport is going [28:02] An experience from your past that defines you [30:37] Advice to your younger self [32:38] A topic that you and other marketers need to learn more about [35:12] Trends or subcultures others should follow [37:45] Largest opportunity or threat to marketers today Resources Mentioned: Tom Klein Matterport Previous Marketing Today episode with Tom as CMO of Mailchimp Property Marketing Facilities Management Design & Construction Enterprise Marketing Management: The New Science of Marketing (2003 book by Tom) Follow the podcast: Listen on iTunes (link: http://apple.co/2dbdAhV) Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen on Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/tklein/ https://x.com/tomklein https://x.com/Matterport https://www.instagram.com/matterportmedia Connect with Alan Hart, and Deloitte Digital: Alan on X Alan on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on Youtube Deloitte Digital on Threads Post-Production Credits: Integrity Media Solutions LLC

Andy Lopez is the Senior Vice President and Head of North America Marketing at Behr and proud father to three children under the age of eight. At Behr, Andy leads the Brand Marketing department overseeing global B2C and B2B brand strategy, creative, media, PR, design, digital, innovation, consumer experience, and research. As the youngest Global Head of Marketing in Behr's 75+ year history, Andy has played a key role in maintaining BEHR's position as the Most Trusted Paint brand in the U.S. and Canada. Before joining Behr, he held senior roles at leading global creative agencies such as Saatchi & Saatchi, and Project Worldwide, managing marketing strategies for Fortune 500 brands across diverse industries. Andy is recognized as one of the top marketers driving change in the industry. On today's show, Alan and Andy discuss Andy's career journey and the fascinating process behind Behr's Color of the Year program, from how the colors and their names are created to the marketing strategies that bring them to life. They also explore Behr's successful social media efforts, including their growing presence on TikTok, and their strong partnership with The Home Depot. In addition, Andy shares how Behr builds excitement and drives purchases across the paint category while staying at the forefront of consumer engagement. "Strategize and make sure that we have collective marketing efforts that are really going to engage our DIY and professional audience the way that we feel like is truly going to make an impact and grow our businesses." In this episode, you will learn: The secret behind the Color of the Year program, from selection to naming Tips to successfully build your social media presence Strategies to build and maintain a strong partnership Key Highlights: [01:32] Life as a father of 3 kids under the age of 8 [03:26] Career path [04:54] Size and scope of Behr? [06:24] Why the Color of the Year (COTY) program began [07:41] How the COTY is chosen [09:10] How the name for the COTY is picked [11:08] Driving interest and purchases across the paint category with COTY [14:41] Achieving success on Tik Tok [16:46] Partnership with The Home Depot [18:53] A past experience that defines you [20:27] Advice to your younger self [21:17] A topic that you and other marketers need to learn more about [22:54] Trends or subcultures others should follow [25:04] Largest opportunity or threat to marketers today Resources Mentioned: Andy Lopez BEHR BEHR Color of the Year Partnerships with Olive & June for nail polish TikTok "To DIY for" Series The Home Depot & BEHR Follow the podcast: Listen on iTunes (link: http://apple.co/2dbdAhV) Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen on Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the BEHR and Andy Lopez: https://www.linkedin.com/in/andrewstevenlopez/ https://x.com/BehrPaint https://www.tiktok.com/@behr Connect with Alan Hart, and Deloitte Digital: Alan on X Alan on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on Youtube Deloitte Digital on Threads Post-Production Credits: Integrity Media Solutions LLC

Mary Cleary is the VP of Marketing, Communications, and Public Policy at Neara. Under her leadership, Neara has grown from its Australian roots to establish significant presences in Europe and the U.S. Mary's unique approach to marketing in risk mitigation reflects her deep sensitivity and empathy, honed through her diverse career journey. Beginning in mergers and acquisitions at Rothschild, Mary discovered her passion for being an operator and marketer, which led her to roles in product marketing and communications at companies like MediaMath, News Corporation, and Frame AI. With a B.A. in Entrepreneurship and History from NYU, and even an early stint as a PR intern for Zac Posen, Mary brings a rich tapestry of experiences, driving innovative strategies and meaningful impact in the complex landscape of AI-powered infrastructure solutions. Neara is an infrastructure modeling platform revolutionizing how utility companies prevent outages and enhance transmission capacity. Recognized as one of TIME's 100 Most Influential Companies, Neara stands out for its transformative impact on utilities worldwide, enabling them to mitigate weather-related risks and improve resilience against potential disruptions. Beyond risk management, Neara's advanced AI network modeling is a pivotal tool in advancing the global clean energy transition, helping utilities identify and address risks swiftly, assess the scope of potential issues, and streamline communication with policymakers to drive timely and informed decisions. On today's show, Alan and Mary explore how the intersection of marketing and public policy shapes her strategic approach at Neara. They discuss the unique challenges of marketing in a regulated industry, highlighting the intricate balance required to navigate both compliance and creative engagement. They also discuss the complexities of managing international marketing activities and how the global scope amplifies these challenges. Additionally, they uncover how Neara leverages cutting-edge AI solutions to enhance their marketing strategies, utilizing marketing AI tools to drive innovation and efficiency in reaching their target audience effectively. In this episode, you'll learn: The connection between public policy and marketing The role empathy plays when marketing in a regulated global industry Strategies to maintain customer trust and clarity when marketing a company powered by AI innovation Key Highlights: [01:39] Rescue dogs [03:09] Career path to Neara [07:43] What is Neara [10:47] Marketing at Neara [15:46] How public policy fits with marketing [17:15] How marketing is different in a regulated industry [19:00] Complexities of having an international scope [21:09] Messaging and talking about AI [24:30] An experience from your past that defines you [26:46] Advice to your younger self [27:19] A topic that you and other marketers need to learn more about [28:52] Trends or subcultures others should follow [31:54] Largest opportunity or threat to marketers today Resources Mentioned: Mary Cleary Neara No Dogs Left Behind (non-profit) Founder of No Dogs Left Behind, Jeffrey Beri Lawrence Lenihan Zac Posen Exit Five The Food Lab (book) by J. Kenji Lopez-Alt Gong Labs Follow the podcast: Listen on iTunes (link: http://apple.co/2dbdAhV) Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen on Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/mary-cleary-71212423/ https://x.com/Neara_Global https://www.instagram.com/neara_global/ Connect with Marketing Beyond and Alan Hart: Twitter Alan B Hart - http://twitter.com/abhart LinkedIn Alan - https://www.linkedin.com/in/alanhart Post-Production Credits: Integrity Media Solutions LLC