On Brand with Nick Westergaard

Bill Price was Amazon’s first Vice President of Global Customer Service and is the founder and president of Driva Solutions, dedicated to creating and sustaining highly effective customer contact strategies and operations, locally and globally. He is an analytics and customer experience expert with over 35 years’ experience directing operations and consulting leading companies and he’s my guest this week on the On Brand podcast.About Bill PriceBill Price started Driva Solutions in September 2001 to help companies achieve the delicate balance between cost containment and greater customer loyalty, co-founded the 9-country LimeBridge Global Alliance in early 2002, and is the lead co-author of three books: The Best Service is No Service, Your Customer Rules!, and The Frictionless Organization. Bill served as Amazon’s first Vice President of Global Customer Service and before that was Vice President & General Manager of MCI Call Center Services, COO & CFO with a start-up software company in San Francisco, and a Senior Engagement Manager with McKinsey & Company in San Francisco and Stockholm. Bill received his undergraduate degree from Dartmouth College and his MBA from Stanford University and lives in Bellevue, Washington. Episode HighlightsWait, Bill started a business in September of 2001? “Actually, it was on September 1, 2001,” Bill noted, adding, “I was in Boston and ended up stuck there with my first client.” This turned out to be good for building their relationship.How to navigate challenging times like 9/11 and COVID. Beginning our conversation with a business in the aftermath of 9/11 is surprisingly relevant in looking at business today in the wake of a global pandemic. “There a lot of concern for customers. 'If we lose them—we’ll lose them forever.'”What to do when you're in a consistently inconsistent environment. Bill advises brands to find their “true north” and continue moving toward it, going around or through obstacles that lie ahead.What is The Frictionless Organization? In discussing his latest book, Bill notes that you have to first define all the different forms of customer friction. His book does this in an innovative way—providing both good and bad stories (case studies) of organizations with various forms of organizational/customer friction.What brand has made Bill smile recently? After talking about both good and bad stories, Bill closed with a good story from a brand that made him smile, Les Schwab Tire Company—for their simple, ongoing efforts at building loyalty.To learn more, check out Bill’s website for the book at frictionlessorg.com.Want more Bill Price On Brand? Check out his first appearance back in 2017! 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

Sunny Bonnell is co-author of the best-selling business book Rare Breed and Co-Founder of C-suite branding consultancy Motto. No stranger to starting fires and creating ideas worth rallying around, she and her team work with founders, leaders, and teams to build innovative brands. We discussed all of this and more this week on the On Brand podcast.About Sunny BonnellSunny Bonnell is no stranger to starting fires. As Co-Author, of the best-selling business book Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different, and Co-Founder of MOTTO®, a C-suite branding partner that works directly with founders, leaders, and teams to create Ideas Worth Rallying Around™, Sunny revels in and works with brand innovators that shape our world. She is a fierce visionary, high-octane keynote speaker, and provocative columnist with Fast Company. Her palpable drive and brazen philosophy have garnered clients like Virgin, Google, Microsoft, Hershey’s, and more. Episode HighlightsWhy so flammable? After reading Sunny’s bio, I had to ask about all of the “flammable” references. From dropping out of vet school to flipping the script on women in branding, Sunny has always worked to challenge the status quo. “If you can’t find a way, you can make a way.”What does it mean to focus on C-suite branding? You know me. I love a good definition. Sunny’s firm Motto works to “solve problems for people on their ascent to being iconic.”“It’s an inside/out job,” Sunny says of branding today noting the “lack of education in the marketplace” around brand strategy best practices. “A lot of people are forgetting about the why, who, and what.”What brand has made Sunny smile recently? As you can see from her headshot above, Sunny loves hats. Specifically fedoras. Where does a fedora fan go for the finest hats? Goorin Brothers, of course. This iconic brand has a story that traces back to 1885.To learn more, check out Sunny’s book Rare Breed and the Motto 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

Jacob Ross is CEO of PebblePost, a pioneer in the practice of programmatic direct mail. Once the leading channel in sophisticated direct marketing, many cast print mailers aside in favor of shiny new digital channels. Jacob explained why this thinking is flawed and how you can embrace a smarter approach to integrated and impactful direct mail during this week’s episode of the On Brand podcast.About Jacob RossJacob Ross brings 20+ years of adtech experience to his role at PebblePost, which invented an entirely new marketing channel: programmatic direct mail. The platform combines online signals and offline data to reach current and prospective customers at home with personalized mail. Current customers include Mejuri, Lulu and Georgia, ModCloth, and Parachute. Episode HighlightsWe opened our conversation talking about the brand of direct mail. “Direct mail is both sophisticated in terms of data and modeling but it’s also been labeled as junk mail.”“Advertising is eating us alive,” Jacob notes. “That’s why we’re seeing traditional channels like direct mail being reborn in a digital-first way.”Where to start with digital-first direct mail? “Everything has to be about the customer—what are they interested in?” Jacob also noted that successful, personalized programmatic direct mail needs to be pulled into the digital suite where its impact can be measured accordingly.Jacob shared a powerful stat: Direct mail sits in the home for an average of 17 days. That’s a powerful connection to make with customers.What brand has made Jacob smile recently? Technically, Jacob mentioned Dyson earlier in the show as well but he revisited them again as we closed thanks to a new vacuum that he purchased at the brand’s flagship Midtown store.To learn more, check out the PebblePost 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

Daniel H. Pink is the author of the New York Times bestsellers A Whole New Mind, Drive, To Sell Is Human, When, and his latest The Power of Regret. His books have sold millions of copies, have been translated into 42 languages, and have won multiple awards. We discussed everything from the role regret plays in marketing to the power of a good visual (even on simple signage) this week on the On Brand Podcast.About Daniel H. PinkDaniel H. Pink is the #1 New York Times best-selling author of seven books—including his latest, The Power of Regret: How Looking Backward Moves Us Forward. His deeply researched works include the New York Times best sellers A Whole New Mind, Drive, To Sell Is Human, and When. His books have sold millions of copies, been translated into 42 languages, and have won multiple awards.Over the past decade and a half, he has also hosted a National Geographic Television series, studied the comic industry in Japan, created a popular MasterClass on sales and persuasion, written the liner notes for a Grammy-nominated album, and delivered more than 1,200 lectures on six continents. He and his wife have three children—two recent college graduates and a college freshman—and live in Washington, D.C. Episode HighlightsSigns are important (even bathroom signs). You could say that my interview with this New York Times best-selling author started in the toilet. Specifically, the surprisingly insightful and intuitive bathroom signs we both observed on trips to Denmark. This led Dan to the Ezra Pound quote on attaining “maximum efficiency of expression.”I was not alone in being afraid of The Power of Regret. While I’ve loved all of Dan’s books, I was a little afraid to pick up his latest. “You are absolutely not alone,” Dan noted, adding: “Regret is something that we’re taught to be afraid of in our ‘No regrets’ culture.”The role regret plays for marketers. “Regrets can tell marketers a lot. If someone regrets something it also tells you something about what they value.” Be sure to listen to this entire portion of the interview for lots of tactical, practical advice for marketers on the role regret plays in consumer behavior. “Regret gives us a window into the human psyche.”Book covers and branding. As someone who values visual communication (from bathroom signs to branding), I had to compliment Dan on The Power of Regret's compelling book covering featuring a wadded-up piece of paper—possibly the ultimate symbol of regret. “I try to ask myself—what is the Nike swoosh for this body of ideas? What is the single visual representation?”What brand has made Dan smile recently? “The Economist magazine has clever covers and their slogan—great minds like a think—makes me smile.”To learn more, check out Dan's website, and be sure to sign up for his helpful newsletter and Pinkcast videos. 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

Maddy Osman is the founder of the Blogsmith, an SEO content writing agency for B2B technology brands. An expert in content creation and strategy, she's the author of the new book Writing for Humans and Robots. We discussed all of this and her University of Iowa roots this week on the On Brand podcast.About Maddy OsmanMaddy Osman is a digital native with a decade-long devotion to creating engaging, accessible, and relevant content. After teaching herself web design at age 11, she found her true passion in content creation—learning the intricacies while transitioning from technical to creative SEO marketer. Maddy's journey from freelance writer to founder and CEO of The Blogsmith yielded numerous insights to share about content creation for enterprise B2B technology brands. Her efforts earned her a spot in BuzzSumo’s Top 100 Content Marketers and The Write Life’s 100 Best Websites for Writers.Maddy has spoken for audiences at WordCamp US, SearchCon, and Denver Startup Week. She's also the author of the new book Writing for Humans and Robots: The New Rules of Content Style.Episode HighlightsTwo sides of the same coin. We began by talking about the duality of content writing in service of both humans and robots, “It's like yin and yang,” Maddy notes.Humans or robots first? I asked Maddy a hard question right off the bat. Which audience do you start with—humans or robots? “Hmmm probably robots,” she said noting that it's really more of a back and forth, push and pull dynamic.Creating brand voice. Maddy cited the Nielsen Norman report defining brand voice across four spectrums: Funny vs. serious Formal vs. casual Respectful vs. irreverent Enthusiastic vs. matter of fact Knowing where your brand falls across these can be a great start to developing your own brand voice! Maddy also shared the Blogsmith internal style guide which offers several tips as well.What brand has made Maddy smile recently? Maddy shared the smile that MatchaBar brings to her face—even if, as she noted, her wallet isn't always smiling back!To learn more, check out Maddy's website The Blogsmith, her book website (which includes a free chapter, and follow her on Twitter.Want more Maddy Osman On Brand? Check out her first appearance back in 2016! 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

Robert L. Dilenschneider has been called “Dean of American Public Relations Executives.” As founder of The Dilenschneider Group, he provides strategic advice and counsel to Fortune 500 companies and leading families and individuals globally, with experience in fields ranging from mergers and acquisitions, crisis communications, marketing, government affairs, and international media. I couldn’t wait to talk about all of this—including his new book The Public Relations Handbook—this week on the On Brand Podcast.About Robert L. DilenschneiderRobert L. Dilenschneider is founder of The Dilenschneider Group. Headquartered in New York and Chicago, the firm provides strategic advice and counsel to Fortune 500 companies and leading families and individuals around the world, with experience in fields ranging from mergers and acquisitions and crisis communications to marketing, government affairs, and international media.Prior to forming his own firm, Dilenschneider served as president and chief executive officer of Hill and Knowlton, Inc. from 1986 to 1991, tripling that Firm's revenues to nearly $200 million and delivering more than $30 million in profit. Dilenschneider was with that organization for nearly 25 years. Dilenschneider started in public relations in 1967 in New York, shortly after receiving an MA in journalism from Ohio State University, and a BA from the University of Notre Dame.Mr. Dilenschneider has been called the “Dean of American Public Relations Executives” and is widely published, having authored 17 books, including Decisions: Practical Advice from 23 Men and Women Who Shaped the World; A Briefing for Leaders; On Power, The Critical 14 Years of Your Professional Life; 50 Plus!—Critical Career Decisions for the Rest of Your Life, and Power and Influence: The Rules Have Changed.Episode HighlightsPublic relations today. Robert began our conversation with the two questions everyone should have in approaching a communication, “Who needs to know this and what action should they take?”“Oftentimes, your language doesn’t work for your audience,” Robert cautions, noting that you have to figure out what language your audience uses. “Spend some time on lexicon,” even creating a manual with these keywords and phrases.What about crisis communication? “Crisis communication is a fantastic buzzword. I’m even recognized as a crisis communication expert. But the truth is if you’ve done things wrong you shouldn’t need it if you’ve corrected what’s wrong quickly and properly.”Sage advice in a crisis. Robert shared a crisis quote from Bill Dervin: “Tell it all, tell it fast.” Robert adds: “Dribbling your story is always a big mistake.”What brand has made Robert smile recently? Robert closed with a story that gave me a heartfelt smile hearing it. A dear friend of his is struggling with ALS. This friend bought one of Robert’s wife’s early paintings that helped her establish her career. Robert is now sending this ailing friend one of his wife’s recent works. Smiles and well wishes all the way around!To learn more, check out Robert's 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

Zachary Slingsby is a writer, short film creator, and founder of Human Factor Media, an award-winning branded storytelling company that has worked with leading brands and publishers to create videos people actually want to watch. We discussed thinking like a customer, planning engaging videos, and effective brand storytelling this week on the On Brand podcast.About Zachary SlingsbyZachary Slingsby is a writer, short film creator, and founder of Human Factor Media, an award-winning branded storytelling company that has worked with leading brands and publishers to create videos people actually want to watch. Zack graduated from Fordham University, received his MFA from the New School, and has published in over a dozen creative and industry publications. He believes the ingredient that makes a literary story great is the same that makes for a great video.His company is based between Nashville, where he lives, and New York City, collaborating with brands to create stories and films instead of ads and interruptions. Episode Highlights“We’re very smart as consumers. We get into trouble when we start thinking like brands,” Zack quipped at the top of the show. You have to hook your audience in the first three seconds (!) of your video. From there, it’s about getting them to what he calls the next “propulsive turn.”“The way to capture attention is to put on a show.” That’s what Zack noted about brands like Budweiser, MetLife, and Yeti. These brands have turned their social channels into “theatre pages.”What’s a theatre page? Being a self-proclaimed word nerd, I had to ask Zack for a definition. He pointed us to MetLife’s social videos, which offer small business vignettes such as the story of an immigrant starting a business. “They’re only trying to engage you—there’s a link to shop if you want” but that’s not the primary objective.“Avoid fear-based decision making,” Zack cautions, citing brands like Lexus with their Colin Quinn comedy show and—the biggest example of all—Amazon, with award-winning shows available with Amazon Prime that help them “sell socks.”What brand has made Zack smile recently? Zach mentioned Yeti and Northface and shared a very “on brand” smile on the role the Top Gun movies have played in the experience around the real Top Gun flight school.To learn more, check out their website at HumanFactorMedia.co. 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

Greg Monaco is a brand and story coach who strategizes with authors, entrepreneurs, executives, and artists to build compelling brands. In a career that’s included agency work with Fortune 500 brands and founding a global brand consultancy, Greg understands how specificity is critical in helping brands tell standout stories. We discussed all of this and more this week on the On Brand Podcast.About Greg MonacoAs a Brand and Story Coach, Greg Monaco strategizes with authors, entrepreneurs, executives, and artists to refine their voice, build their presence, and attract dream opportunities. Greg's online network, Fearless Brands, is helping people in their pursuit of getting paid to do the work they love. Previously, Greg was a Founding Partner of Monaco Lange, an independent global brand consultancy, and was a Senior Copywriter at Ogilvy helping tell stories for clients like Girl Scouts of the USA, American Express, AT&T Wireless, and IBM to name a few.Beyond branding, Greg has enjoyed many pursuits as an architectural photographer, professional soccer player, and filmmaker. He lives in Connecticut with his wife, Jill, and their three children Aidan, Cameron, and Kylie. On Brand Is Sponsored by SupersideSuperside is your one-stop shop for good design. Scale up your brand's design output the smart way with Superside's subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now. Episode HighlightsFrom professional soccer to professional brand builder? “I started out pretty aimless after college,” Greg notes. While his varied career included a stint as a professional soccer player, he was always drawn to the creative arts—which led him to brand building. And in the agency world, creative work starts with a brief.The difference between a good brief and a bad brief. I liken briefs to the baton in a relay. At Ogilvy, Greg learned the difference between a good brief and a poor brief. I asked him to share and he answered with one word: “Specificity.”How to avoid generic brand storytelling. “You know you have a problem when you read the brief and it has a primary audience, a secondary audience, and a tertiary audience. When you try to do all of that your storytelling gets more generic.” You can’t be everything to everyone all the time. That’s why Greg prefers going beyond the idea of a target audience and straight to the bullseye.What brand has made Greg smile recently? As the parent of two kids heading to college, Greg shared how he was fascinated by the branding in higher ed. Specifically, how his kids connected with the brands that the various colleges and universities projected.To learn more, go to letsgomonaco.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

Dr. Lauren Tucker is the founder and CEO of Do What Matters, an inclusion management consultancy designed to help marketing services agencies turn inclusion, equity, and diversity intent into impact. We discussed talent (it's not a pipeline problem), creativity (diversity helps), Walmart's Juneteenth ice cream blunder, and more this week on the On Brand podcast.About Lauren TuckerDr. Lauren Tucker is the founder and CEO of Do What Matters, an inclusion management consultancy that challenges the cultural homogeneity in the advertising and marketing communications industry by designing inclusion solutions that foster greater creativity, innovation, and growth. Frustrated with the lack of progress on diversity, equity, and inclusion in the advertising and marcom industries, Tucker left her position as the Chief Strategy Officer at Merge, one of the nation’s largest independent agencies, to promote a different approach to increasing diversity in an industry that is still more than 80 percent white.On Brand Is Sponsored by SupersideSuperside is your one-stop-shop for good design. Scale up your brand's design output the smart way with Superside's subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now. Episode HighlightsThe work of changing an industry. After years in the agency business, Lauren realized that to bring about real change she had to step outside of the business itself. “You can't be a prophet in your own land.”“Advertising of all creative industries is the most conservative,” notes Lauren. “That's because it's most directly tied to business. The power exists with the clients.”Badvertising! I have a new favorite term! “There's a lot of badvertising out there today,” Lauren warns, shaking her head at transactional diversity efforts. Speaking of which ...Walmart's Juneteenth ice cream. Lauren walked us through this recent example of “diversity theatre.” While Walmart's ice cream (which they've since removed and apologized for) is transactional diversity—“diversity before inclusion”—Lauren also highlighted Target's transformational work elevating local business owners of color and helping them connect with their sales channels.What brand has made Lauren smile recently? While Lauren's breakdown of Walmart and Target's Juneteenth activities prompted both bad and good smiles respectively, she also noted the work that Alta has done in the beauty industry in raising the voices of female entrepreneurs.To learn more, check out the Do What Matters website, specifically their continually updated Resources. 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

Music industry veteran Joe Belliotti is an expert in sonic branding. While most marketers focus on visuals, brand builders today need to think about the impressions that can be made and emotions that can be evoked through music and sound. Joe and I discussed all of this and more this week on the On Brand podcast.About Joe BelliottiJoe Belliotti is CEO of MassiveMusic North America, leading both the New York and the Los Angeles offices. He focuses on amplifying brand content and experiences through bespoke music and building equity through sonic branding and voice design. With more than 20 years of experience in the music and marketing industries, he has helped brands drive business value and shape culture.As Head of Global Music at The Coca-Cola Company, he created global and scalable platforms, partnerships, and strategies working on global campaigns including the FIFA World Cup, The Olympic Games, Share a Coke and a Song, Product (RED), and the American Music Awards. Joe also founded the Music Division and, earlier in his career, worked in talent development at the music publishing arm of Maverick (a Madonna/Warner Bros. joint venture). Throughout his career, he has worked with hundreds of artists, from emerging talent to the most iconic artists such as Queen, Drake, and Janelle Monae.On Brand Is Sponsored by SupersideSuperside is your one-stop-shop for good design. Scale up your brand's design output the smart way with Superside's subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now. Episode HighlightsWhat is sonic branding? “Every single brand is making an impression with music and sound.” However, unlike visual communication, most marketers lack the vocabulary to talk about it.What should a sonic identity system include? While there are many definitions and lists, Joe cited the importance of: Sonic logo Product UX/UI Music, curated music Beyond Intel ... I noted that the sonic logo example that most of us think of is the Intel Inside tag, however, Joe noted that this is a great example as it helps build what's ultimately an invisible ingredient brand.Other examples of sonic branding? Joe cited Mcdonald's “I'm Lovin' It” and Mastercard's recent work, which reminded me of my sonic branding conversation with their CMO Raja Rajamannar.What brand has made Joe smile recently? Joe kept it sonic with a mention of the recent Infiniti ad featuring the Cat Stephens song "Wild World."To learn more, check out the MassiveMusic 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