On Brand with Nick Westergaard

Steve Rawling is the creator of the innovative cards decks—Workshop Tactics and Storyteller Tactics. These popular tools help organizations like Apple and Facebook generate creative ideas and, most importantly, put them into action. As a user of the decks, I couldn’t wait to chat with Steve this week on the On Brand podcast. About Steve RawlingSteve Rawling is a former BBC TV journalist, turned international author and consultant on business storytelling. He's told over 20,000 stories in his career, so he can probably help you tell yours. Steve's latest venture—a deck of cards called Storyteller Tactics—smashed its target when it went live on Kickstarter, raising $100k in a few weeks. It has now sold over 60,000 copies to people in companies like Apple, Facebook, and IBM.Episode HighlightsCards vs. books. Steve and I are both lovers of books—especially books on workshops and storytelling. However, it can be hard to put the ideas inside these great books into action. “It’s hard to think on paper.” This provided the creative spark Steve needed to create card decks for Workshop Tactics and Storyteller Tactics.Putting story to work. “Story is everywhere,” Steve noted. As a former BBC journalist, he reminded us that there are always at least “two sides to every story.” Steve shared his favorite story “recipe” from the Storyteller Tactics deck—with a reminder that these are “more of a buffet” than recipes.What brand has made Steve smile recently? Recorded the week before Easter, Steve shared a smile from UK grocer Tesco with a fun headline for hot cross buns—All buns glazing! This had Steve reminding us that …“Humor is a powerful tool for brand communication.” It’s certainly high risk but with the proper investment of brain power, it can be high reward as well.To learn more, connect with Steve on LinkedIn or go to PipDecks.com.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Michelle Gladieux is President of Gladieux Consulting and author of the new book Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges. Communication is an essential building block in leadership at all levels. And yet it's frequently misunderstood. Michelle demystified this and provides help in overcoming some of the biggest challenges this week on the On Brand podcast.About Michelle GladieuxMichelle Gladieux is President of Gladieux Consulting, a Midwest-based team known for the design and presentation of seminars in communication and leadership topics around the U.S. She’s the author of Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges. She facilitates strategic planning and executive coaching for clients in diverse industries, governments, non-profits, and in academia and has 18 years of collegiate teaching experience at three universities in her home state of Indiana.Episode HighlightsCommunicating from the heart(land). I asked Michelle if being from the Midwest—the heartland—made her a better communicator. She shared a touching story of the "hard-earned pearls" of wisdom her mother passed down to her and how it led her to help others in their own communication."Nobody's born a great leader," Michelle said. Or a great communicator for that matter. Michelle shared a story about how every time someone's implied she's given a great speech effortlessly, she says, "the effortless part is an illusion."What are the hidden challenges in leadership communication today? Michelle shared these along with how they're addressed in her book Communicate with Courage: Hiding from risks Defining to be right Rationalizing the negative Settling for good enough What brand has made Michelle smile recently? "Purdue University is the only university to be included on Fast Company's list of brands that matter." This means a lot to Michelle as Purdue is both an institution she's taught at and her alma mater.To learn more, check out the resources on the Gladieux Consulting website, follow the company on Instagram, and learn more about Michelle's book Communicate with Courage.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Alex Moulton is Chief Creative Officer at Trollbäck+Company, a firm known for designing strategic, sustainable brands including the UN's sustainability goals. When he's not leading creative efforts at Trollbäck, you can find Alex working as a DJ and composter. We discussed all of this and more this week on the On Brand podcast.About Alex MoultonAlex Moulton is Chief Creative Officer at Trollbäck+Company and oversees its exceptional creative and strategic thinkers, designers, and makers to build strategic identities, sustainable brands, and moving experiences. Alex has worked across a diverse range of businesses and institutions including Apple, Google, NBC Universal, NFL, Samsung, Viacom, and West Elm.Outside his work at Trollbäck+Company, Alex is A DJ, composer, and avid speaker about topics at the intersection of music and design. Moulton has also been featured in Billboard, V Man, Electronic Musician, and XLR8R, and has performed at The Guggenheim. Episode HighlightsHow does a brand strategist end up working as a DJ? Or is it vice versa? I've always been fascinated by how music and sound can be used to advance a story," Alex said of his work as a DJ.What skills are needed to work in branding today? "There's nothing better than learning on the job," Alex said. However, he added that his ability to move between the business and artistic mindset has been invaluable.Designing sustainable brands. First and foremost, which meaning of sustainability? "Both," Alex says. His team at Trollbäck developed the UN's sustainability goals. But he also focuses on building brands that are "lowercase S sustainable" and have longevity. This is easier said than done.What brand has made Alex smile recently? Alex pointed us to a recent interview with Ryan Reynolds on Jim Cramer's Mad Money, where Reynolds clearly articulates what Mint Mobile does with regard to emotional investment.To learn more, go to Trollback.com. You can also listen to Alex's work on his website alexmoultoncreative.com.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Owen Garitty is the Founder and Lead Creative at FPW Media, a creative shop focused on long-form brand storytelling. Since Owen began work as a photographer at the age of 15, he’s approached everything from photos to movies to content with an eye for visual storytelling. We discussed all of this and more this week on the On Brand podcast.About Owen GarittyOwen Garitty is the Founder & Lead Creative at FPW Media, a creative studio that specializes in designing and implementing effective marketing strategies and meaningful media content for clients. With a repertoire ranging from creative direction to international business consulting, speaking on marketing and branding, Garitty's skills and dedication have earned him and his company numerous accolades, including being recognized in Adweek's list of 100 fastest-growing agencies in both 2020 and 2022. His ability to adapt to the constantly changing demands of the industry has helped him drive success for his clients. Episode HighlightsWait, Owen’s agency was awarded for growing in 2020? How’d he pull that off with everything happening in the world then? “Our success is building on being nimble and we were able to pivot to more online storytelling and selling online.”How Owen’s background as a photographer and director of documentaries informed his work as a creative. “I approach creative like film—which is critical when it comes to long-form content.”Examples of long-form branded content. “YETI has done great things with their YETI presents,” Owen noted, However, B2B brands can do this too. This was the case with the documentary Lionhearted that Owen and his team created for B2B marketers Safariland Group.What brand has made Owen smile recently? “I’m gonna get a lot of hate but it’s a fun example—Ben Affleck and Jennifer Lopez's campaign for Dunkin’.” Owen pointed out that while this ad was polarizing, producing a strong response—love it or hate it—is a good thing.To learn more, go to OwenGarrity.com or check out the FPW Media website.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Precious Williams is a 13-time national elevator pitch champion, a four-time best-selling author, and has been featured on “Shark Tank,” CNN, The Wall Street Journal, Black Enterprise Magazine, and more for her killer pitches. We discussed all of this and more—plus her new book Rainmaking 101 from Day One—this week on the On Brand podcast.About Precious WilliamsEvery time you open your mouth, your prospects will be throwing money at you.  Learn the simple steps to wowing your customers with a perfect pitch with Precious L. Williams, the #KillerPitch Master. Precious L. Williams is a 13-time national elevator pitch champion. She has also been featured on “Shark Tank,” CNN, Wall Street Journal, Forbes Magazine, Black Enterprise Magazine, Essence Magazine, and the movie “LEAP.” Her current clients include Microsoft, LinkedIn, Google, NBCUniversal, Federal Reserve Bank, Intuit Quickbooks, Yelp, Harvard University, and more. Precious is a dynamic international professional speaker, effective corporate trainer, and four-time #1 bestselling author. Episode HighlightsHow do you become a 13-time pitch champion? “I did it out of necessity—my back was up against the wall,” Precious said as we began. “No one would listen to a fat Black woman.” Killer pitches became Precious’s survival mechanism—even during challenging times.“What you want to do is interrupt the pattern of boring,” Precious said on her approach to crafting killer pitches. This includes owning and sharing your unique story.“When you sound like everyone else, you get treated like everyone else,” Precious cautioned. You also have to train your network on how to refer others to you. This is a focus of Precious’s new book Rainmaking 101 from Day One.What brand has made Precious smile recently? Precious told another amazing story here—sharing how SA Sweets sent her both an amazing product with excellent service. “And the owner is another Black woman with a dream. I want to give ‘em some fire!”To learn more, check out her website and connect with her on LinkedIn.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Dave Delaney is a communication expert and founder of FutureForth. He brings his Nice Method to his work as a keynote speaker, author, and consultant—helping leaders and aspiring leaders improve their communication and relationship building. We discussed all of this and more this week on the On Brand podcast.About Dave DelaneyDave Delaney is a communication expert and founder of Futureforth.com. He teaches leaders the Nice Method, which emphasizes compassion, empathy, and inclusivity in communication. He's worked with brands like Google and LinkedIn and is a keynote speaker and author of several books, including “New Business Networking” and “The Nice Method.” Dave is passionate about helping others improve their communication skills and building stronger relationships. Episode HighlightsWhy do we so often forget the “nice” in our communication with others? Dave summed it up in one word—empathy. “We don’t pause long enough in our back and forths. Slowing down is a big part of my work.”Nice networking. We talked a lot about the bad actors that have given networking a bad name. But, as Dave noted, “Networking is essential in business.”What about internal networking? This too is essential. Dave shared that a big part of FutureForth’s work is focused on employee retention. “If people have friends at work, they’re less likely to leave.”What brand has made Dave smile recently? Dave shared his story of discovering Well Being non-alcoholic beer back in 2020. This brand and others led to his three years of sobriety. He also gave a shout out to Diageo for the launch of Guinness Zero. Finally!To learn more, connect with Dave on LinkedIn and DaveDelaneySpeaks.com.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Nick Scott is the Creative Director of Studio Hansa. The firm leverages his background as a filmmaker by specializing in creating truly moving content for brands like the BBC, Chivas, Google, and, recently, Ukraine’s public broadcasting company. We discussed all of this and more this week on the On Brand podcast.About Nick ScottFounding the studio with over 20 years of experience at the highest levels of filmmaking, Nick Scott has directed numerous international TV series, multiple BAFTA, and Oscar-qualifying shorts as well as documentaries for world-leading brands. His storytelling lists award-winning and entertainment projects across household name brands such as BBC, Film4, Virgin, CBS, Tilda, Chivas, Novotel, and Google. Nick has just completed his first feature film: Me & The SeaEpisode Highlights“Simple brands are the best brands,” Nick said. “Simple brands have simple stories just like the best novels and the best movies have simple loglines.”But the foundation is key. And what’s at the foundation? “A good brand.” But sometimes building and rebuilding brands—even a simple brand—can be a complex process as Studio Hansa found when they were approached by Ukraine’s public TV broadcaster.Rebranding by … de-branding? Yes, you read that correctly. “To rebrand the state TV in Ukraine we had to do a lot of de-branding to build trust.”What brand has made Nick smile recently? “Nike—I like so much of what they’ve done,” Nick noted. However, his recent smile was prompted by a moving image of LeBron James when he broke the NBA’s scoring record.To learn more, check out the Studio Hansa website.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Amrita Muthur is the VP of Marketing at Superside, a new platform revolutionizing the design of marketing creative in our fast-paced world. She went from being the first marketing hire to overseeing a 400% year-over-year growth strategy. We discussed all of this and more this week on the On Brand podcast.About Michele ArneseWhen Amrita Mathur joined Superside as their first marketing hire in 2019 there was no product, no platform, and no recurring revenue. No stranger to being called in when companies are at a strategic inflection point with their growth strategy, she did what she’s spent a career in B2B marketing learning how to do: implemented a marketing-led growth strategy that translated into $8 million in subscription revenue in the first year and 400% year-over-year growth since then. Now as VP of Marketing, her team is revolutionizing design at scale for ambitious brands like Amazon, Meta, Shopify, and Coinbase.Episode HighlightsNo product? No platform? No recurring revenue? That sounds like a story! “Before Superside, I had never worked for an early-stage startup.” But Amrita hit the ground running. During this time, her boss stressed, “I don’t care about revenue. I care about your velocity of learning.”What did she tackle first? “First, I started with that question of what do we want to be when we grow up?” From there, she conducted over 50 qualitative interviews to get at their buyer personas, influencer personas, and the personas of those not likely to buy from the brand.More media means more creative. Amrita and I talked a lot about the “volume and velocity” of marketing creative today. “It’s a tough market. You don’t just need good creative. You need great creative. Especially in the B2B space.”So, what is Superside? Charting new territory in the space between open design marketplaces like Fiverr, freelancers, and traditional agencies, Amrita arrived at a unique phrase for their positioning, “CAAS—Creative As a Service. Even if someone doesn’t get it, it provides permission to explain.”What brand has made Amrita smile recently? As a proud Canadian, she shared the innovative underwear brand Knix for their standout creative.To learn more, connect with Amrita on LinkedIn and Twitter. And, of course, check out Superside!As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Michele Arnese is the founder of the leading Sonic Branding Agency amp. His team has developed audio brands for clients such as Mercedes-Benz, Mastercard, BMW, UniCredit, and more. We discussed how to build audio brands, sonic identity, and more this week on the On Brand podcast.About Michele ArneseDesigned in Italy and assembled in Germany, Michele is a self-driven strategic and creative thinker with a strong entrepreneurial approach: he founded the worldwide leading Sonic Branding Agency amp in 2009. In the field of audio branding, he’s considered one of the world’s foremost experts, with clients including Mercedes-Benz, Mastercard, Deloitte, Porsche, BBVA, Geberit, BMW, UniCredit, MINI, Triumph, The Linde Group, and a range of international awards for his work with amp (among others, four Red Dot Awards in a row and an ADC in silver).He's a member of the prestigious Audio Branding Society and also a Guest Professor at the renowned design university NABA/Nuova Accademia delle Belle Arti in Milan, where he teaches Sound Branding for the Master's Certificate in Sound Design.Episode Highlights“Every brand has a sound. The question is who defines it?” Michele began our exploration of sonic branding with this truth bomb.Is audio branding more of a thing now or has it always been there? “You’re probably asking the wrong guy,” joked Michele, who’s run an audio branding agency since 2009! “But the fragmentation of the brand ecosystem is a big part of the recent activity.”Where do you start with sonic branding? “We had to invent a process. First, you have to analyze the brand. Then we develop sonic principles based on this. We then create mood boards that reflect what we call the sonic brand DNA.”Michele shared how the amp team worked with Mastercard on their new point-of-purchase sonic identity system. Want to hear more about this? I chatted with Mastercard CMO Raja Rajamannar about this here on the On Brand podcast. Listen now.What’s one thing we can do to start our own audio branding journeys? “Open up your brand,” stresses Michele. “Everyone thinks they’re a DJ but you need to start with a design-oriented process supported by data.”What brand has made Michele smile recently? As Michele noted, it’s great when a client can make you smile. He shared a smile from the Super Bowl work his team did for Avocados from Mexico.To learn more, go to ampsoundbranding.com and connect with Michele on LinkedIn.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks. His latest book is Assemblage: The Art and Science of Brand Transformation. We discussed all of this and more this week on the On Brand podcast.About Emmanuel ProbstEmmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey.Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom, and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. His latest book is Assemblage: The Art and Science of Brand Transformation.Episode HighlightsTechnology and COVID have changed a lot about consumer behavior but … “You also have to look at what hasn’t changed,” Emmanuel began. “We as humans crave in-person and interpersonal interactions.”“Stop trying to compete with Amazon,” Emmanuel cautioned. “People keep saying retail is dead. Retail is growing faster than e-commerce. But it has to be either very high touch or very unique.” Furthermore, brands have to make a positive impact in the world and in the lives of consumers today.Where do you start with this? “Don’t try to be everything to everyone,” Emmanuel said. “An airport saying it wants to be carbon neutral isn’t a realistic goal. But Dove can celebrate real beauty.” That’s why brand building is both an art and a science.So, how is branding like wine-making? The title for Emmanuel’s new book Assemblage comes from his belief that this art and science has more in common with makers of spirits like wine and bourbon (now he has my attention!). “The master blender combines samples from a variety of grapes and methods.”Are there examples of brands doing this? “Liquid Death has changed the conversation around water,” said Emmanuel, adding that much of the brand’s innovation came as the result of relatively cheap but incredibly innovative creative.Liquid Death comes up a lot on the On Brand podcast. It was referenced recently by Rebecca Coleman and as far back as David Brickley.What brand has made Emmanuel smile recently? “I have two!” Emmanuel shared, again leading with Liquid Death for “murdering your thirst.” He also pointed us to B2B copywriter George Tennenbaum for his engaging presence on LinkedIn.To learn more, connect with Emmanuel on LinkedIn and find his new book Assemblage on Amazon, Barnes and Noble, or wherever you like to shop.Want more Emmanuel Probst On Brand? Check out his previous appearances on marketing in the midst of the pandemic and creating brands for tomorrow’s consumers.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices