On Brand with Nick Westergaard

Scott Bartnick is an internationally renowned eCommerce and media expert and co-founder of OtterPR. Through their innovative strategies, OtterPR helps clients—both business leaders and brands—get meaningful media coverage. We discussed all of this and more this week on the On Brand podcast.About Scott BartnickScott Bartnick is the co-founder of OtterPR. He is an internationally renowned eCommerce and media expert who has been recognized worldwide for his business acumen. Bartnick owns several successful eCommerce companies and has been recognized for his innovative lifestyle. Bartnick is the bestselling author of the Five-Day Startup and has been featured in Forbes, Entrepreneur, IBTimes, Yahoo, and more for his success in business.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 HighlightsAn innovative lifestyle yields many questions. Scott shared his own story inspired by Tim Ferriss's Four Hour Workweek. This adventure and approach led to Scott's book The Five-Day Startup. “To build a business you have to build a brand.” Scott noted that you don't need tools like a website or a sales team to start a business. But this isn't scalable. To grow a business, you need to build a brand that resonates with people.Startup brands and founder brands. When these two play nicely with each other, it can lead to a big impact. However, when a founder's brand gets in the way of a startup brand's growth, it can spell disaster. OtterPR helps clients and brands optimize this relationship.What brand has made Scott smile recently? Scott actually shared a smile from one of OtterPR's clients—Law by Mike.To learn more, check out the OtterPR 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

As VP of Marketing at Curbio, Olivia Mariani leads is responsible for everything from brand to demand for the “fix first, pay later” PropTech leader. This week on the On Brand podcast, Olivia joined us to discuss the disruptor's dilemma—creating and communicating the market for innovative new products—as well as storytelling and immersive content.About Olivia MarianiOlivia Mariani is a marketing executive with a proven track record of driving bottom-line business results for companies of all sizes, with an emphasis on serving the Software as a Service industry. Olivia brings a breadth of marketing experience to the table, including demand generation, brand management, marketing operations, product marketing, digital, partner, and customer advocacy.Olivia’s approach combines art (creative strategies) science (actionable data), collaborative planning (leadership style), and storytelling (incredible content) to create authentic brand experiences that drive revenue. Her marketing motto is to create a brand that taps into both the hearts and minds of its audience. Currently, she is the head of Marketing at Curbio, a venture-backed PropTech company experiencing rapid growth and quickly becoming the nation’s leading home improvement solution for real estate agents and their clients.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 market disruptor’s dilemma. So, you’ve got an innovative new product ... That’s great! However, often you have the unique challenge of having to communicate a new idea that customers aren’t aware of yet. Sometimes it’s a new type of business or even a new industry. Olivia shared how she’s worked to do just that with Curbio.“Home improvement sucks right now.” That’s why there’s Curbio! That said, even when customers learn what it is (the nation’s leading fix-it-first, pay-when-you-sell home improvement solution for those selling homes), they still don’t believe it. “People are always saying it’s too good to be true.”Storytelling and the voice of the customer. Olivia’s work focuses heavily on storytelling and the voice of the customer. All of this came together on Curbio's recent “Do we have to?” campaign.What brand has made Olivia smile recently? Olivia shared her amazing experiences with Outdoor Voices, an Austin-based athleisure brand.To learn more, check out the Curibo 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

Carla Johnson is one of the world’s leading innovation architects and the author of the new book RE:Think Innovation. Through her company RE:Think Labs she helps brands innovate both internally and externally. We discussed all of this and more this week on the On Brand podcast.About Carla JohnsonAs the world’s leading innovation architect, Carla Johnson has partnered with brands and conferences globally to train thousands of people how to rethink the work that they do and the impact they can have. Through her company RE:Think Labs, she inspires and equips leaders to embrace change, welcome new ideas, and make innovation everybody’s business. Episode HighlightsInnovation is for everyone. We kicked off the show talking and laughing about how innovation is treated as a special word. “It’s for special people with special skills who dress in special clothes.” Carla went on to point out that innovation isn’t just a skill—it’s a mindset.“90% of innovation takes place outside the typical workday,” Carla noted. That said, in our fast-paced world, few take the time to cultivate a sense of play, which is needed in fostering an innovative mindset.Carla’s five-step innovation framework. Carla shared the innovation framework that RE:Think Innovation details: Observe Distill Relate Generate Pitch What brand has made Carla smile recently? Carla shared a company that she profiled in RE:Think Innovation—Emerson. “They consistently surprise me in how they’ve adopted innovation internally and externally.”To learn more, go to Carla’s website and connect with her on LinkedIn and Twitter. 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

Jamie Gier is CMO of Ceros, helping top brands like NBC Universal, United Airlines, and United Healthcare create immersive content experiences. In our always-on world, customers are looking for greater connection with their brands. This isn’t easy as there’s more noise than ever. We discussed how brands can stand out with immersive content, this week on the On Brand podcast.About Jamie GierAs CMO of Ceros, Jamie works with many top brands including NBC Universal, Monster.com, JP Morgan, Wall Street Journal, United Airlines, and United Healthcare to create immersive content experiences. With more than 25 years of experience, Jamie has worked with leading tech companies from healthcare to education to grow and scale by creating impactful brands, designing revenue-gathering go-to-market strategies, and leading high-performance teams. Prior to Ceros, Jamie held roles at DreamBox Learning, SCI Solutions (now R1), Microsoft, and GE Healthcare. She also served as a board member for Page Ahead, a nonprofit focused on the literacy needs of at-risk kids in Washington state, and chairs its marketing and fund development committee. Episode Highlights“Marketing and branding sometimes have a bad reputation,” Jamie noted. This led her to deliberately seek out meaningful industries like education and healthcare.What’s an example of an immersive brand experience? Jamie pointed us to Kimpton Properties and their “Summer Like You Mean It” campaign, which offered customers a literal glimpse of what their vacation could look like. Immersive content is engaging content.“You have to start with customers,” Jamie notes. “What’s your customer’s buying journey? What motivates them? What’s their persona?” Too often, marketers start with what they want to create rather than what their customers actually need. You can’t afford to make this mistake.What do marketers need to remember about story? “The customer should be the hero of your story,” Jamie notes. She also talked about the power of story to connect people citing work from Atlantic columnist Arthur Brooks and P&G.What brand has made Jamie smile recently? Jamie loves watching Shark Tank with her son and was so impressed with the startup Pluto Pillows that she bought one. When the product arrived, as Jamie notes, the packaging both surprised and delighted (SPOILER ALERT: Candy was involved).To learn more, connect with Jamie 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

Zee Cohen-Sanchez is the founder and executive director of Sole Strategies, a woman and minority-owned organization built by a team of political experts who specialize in strengthening grassroots campaigns at the community level. We discussed what personal brands and organizational brands can learn from political brands, this week on the On Brand podcast.About Zee Cohen-SanchezZee Cohen-Sanchez dropped out of grad school to begin helping with The Bernie Sanders 2016 campaign and from there ran part of AOC’s field program. Now, founder and Executive Director of Sole Strategies, she’s leading the charge to flip seats for progressive candidates and change the country. She’s been featured in Authority Magazine, Divine Magazine, Future Sharks, and more. Episode Highlights“Nothing is scarier than talking to other people—especially about politics,” Zee notes. However, learning is a critical first step in understanding your people and how we can help. This sounds simple but …“We’re not good listeners,” Zee says of human nature, reinforcing the need of understanding those we’re trying to serve (whether through politics or business). “You have to listen to be able to solve their problem. I always say, ‘You should be talking less!’”How can you build a better political brand? “The last thing that matters are things like your colors,” Zee advises. “You have to ask yourself, ‘What’s your why?’ Why are you doing this?” You can see this at work beyond the world of politics, as Zee cited Nike standing with Colin Kaepernick.What brand has made Zee smile recently? Zee pointed us to a great example of a strong political brand. Gary Chambers is running for senate in Louisiana and creates amazing videos that clearly define why he’s running and what he wants to do for his community.To learn more, go to sole-strategies.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

Rob Simone is Partner and President of Summer Friday, a boutique agency sitting at the intersection of ideas and execution. This week on the On Brand podcast, Rob joined me for a discussion on the agency business today, founding a business during a global pandemic (!), and how to build a high-performance marketing team in one of the more challenging times to be doing that.About Rob SimoneRob Simone, based on Long Island, is Partner and President at Summer Friday, a strategy, creative, and content boutique that thrives at the intersection of big ideas and nimble execution. Simone co-founded Summer Friday in April 2020, right at the peak of the pandemic. His clients include major brands such as E*TRADE, National Grid, Cigna, and JP Morgan. Since its founding, the agency hasn’t lost a single client, has retained its talent base, and has expanded business on every level. Episode HighlightsOnly Robs on the Podcast. Rob opened by highlighting that my own podcast of late has been heavy on Robs with Rob Meyerson’s recent appearance on brand naming. Speaking of brand names …Why Summer Friday? I had to ask Rob about his agency’s quirky name (which, yes, I mistook for another guest that was going to be on the podcast!). As it turns out, this inventive name provides a glimpse into the organization’s passion and culture, “Who doesn’t love a summer Friday?”Defining an agency today. “We are a boutique agency and want to stay a boutique agency,” said Rob of their 35-member team. “When you get to a certain size, it’s hard to focus and be nimble.”Building the right marketing team for the job. Among Rob’s many accomplishments has been both founding an agency and keeping his talent in one of the more challenging times to accomplish either task. “We think of our team as family. Our UVP is culture above all.”Specialists vs. generalists. We also discussed the ongoing debate of specialists vs. generalists. What’s most important in marketing today? You’ll have to listen to find out the answer to this big question!What brand has made Rob smile recently? Rob went with a personal brand—José Andrés. Chef Andrés was in the news recently by showing up in Ukraine to help by doing what he does best, “feeding people who need food.”To learn more, go to heysummerfriday.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

Prarthana Sibal is Head of Client Services at Pikkal & Co, a B2B podcast agency. This week she joined me on the On Brand podcast for a discussion of global podcasting markets and how to plan an effective B2B podcast.About Prarthana SibalAs Head of Client Services at award-winning B2B Podcast Agency Pikkal & Co. Prarthana Sibal has managed over 1,000 Podcast Episodes from idea to launch. Branding, Public Relations, Corporate Communications, Brand Reputation, and Podcasting for Brands. Born in India, Educated in SMU Singapore. She is based in Singapore. And she’s our guest this week on the On Brand podcast. Episode HighlightsIs it still the ‘golden age’ of podcasting? Prarthana added an important global perspective to this opening question. “You have to remember that Asia is 5–6 years behind the west. We still have a long way to go (in this growth).”How do you start a B2B podcast? “First, you have to align your podcast objective with your business objective.” From here, Prarthana shared the three most frequent B2B podcasting objectives: Awareness Acquisition Influence What’s one of the most critical needs in planning and launching a successful B2B podcast? “Your podcast design depends on your business objective and your host.” Specifically, Prarthana stressed the importance of the host’s style and the relationships they’ve built. These “people skills” ensure that your show can facilitate engaging conversations with guests.What brand has made Prarthana smile recently? “It’s not really a brand, it’s a person—Gary Vee.” Prarthana shared how Gary Vaynerchuk is a great example of what we were just talking about.To learn more about Prarthana, connect with her on LinkedIn or check out the Pikkal & Co. 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

Reinvention is at the core of Apolo Anton Ohno. He acquired and honed this skill over a decade of Olympic speed skating competition, during which he became the most decorated US Winter Olympian of all time. Apolo harnesses these experiences to educate and inspire organizations on how to foster a sustained leadership mindset needed to overcome obstacles. We discussed this along with his new book, Hard Pivot, this week on the On Brand podcast.About Apolo OhnoApolo Anton Ohno claimed his first major speed skating title at the US Championships at the age of 14—after just six months of training. Over the next decade and a half, he went from kid prodigy to the most decorated US Winter Olympian in history—a title he still holds—earning eight Olympic medals in short-track speed skating across the 2002, 2006, and 2010 Winter Games.Following the Vancouver 2010 Olympic Games, Apolo took his understanding of sports psychology and his personal experience with success and setbacks to develop a resilient and mission-driven approach to life. He wrote a book on this subject, Zero Regrets, which was released in 2011 and went on to become a New York Times best-seller.Apolo remains involved in the Olympic movement. He was an NBC sports analyst for the Sochi 2014 and PyeongChang 2018 Winter Games and is a global ambassador for the Special Olympics and the Winter Olympics. He is currently on the bid committees for the Winter Games in Salt Lake City, Utah, and the 2028 Summer Games in Los Angeles, California. He has also continued to push himself in the world of sport, winning season 4 of ABC’s hit reality show Dancing with the Stars and finishing the 2014 Ironman World Championship Triathlon in Kona, Hawaii, finishing in less than ten hours.Apolo has spent much of the past decade traveling the world and translating his successes and life lessons to business. The bulk of this time in Asia was spent immersed in the exploration of various business sectors ranging from rare earth mining and development to infrastructure and software. He also completed the eight-week Executive Education Curriculum at the Wharton School of the University of Pennsylvania, alongside executive-track businesspeople from some of the world’s top companies.Through his speaking engagements with hundreds of organizations—from Fortune 100 companies to nonprofits—Apolo has helped business leaders think about what it takes to develop a high-performance mindset and remains relevant in a world in which uncertainty is the norm. He has contemplated how individuals—be they executives or those on the front line—find motivation and consistently do their best work. He is passionate about helping others not only achieve but exceed what they believe to be possible in both life and in business.Apolo’s most recent work has centered on the concept of reinvention—an undertaking in which he has demonstrated mastery. His life has been defined not just by performing at the highest possible level in various arenas, but also by his regular pursuit of new goals and tackling new challenges, all while maintaining his iconic positive attitude and unmatched energy. Apolo continues to bring these attributes to every new endeavor and every business engagement.What brand has made Apolo smile recently? Apolo pointed to the publisher of Hard Pivot, Sounds True, for their focus on uplifting the world.Learn more by following Apolo on Twitter and Instagram and checking out his website at ApoloOhno.com.Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

This week on the On Brand podcast, we have something a little different to share with you. Christy Hiler, president and owner of the Cornett agency, just launched a new podcast called Own It. This show features interviews with the growing number of women and non-binary ad agency owners who are buying out of the boys club of advertising, one agency at a time. Enjoy this shortened excerpt from the first episode of Own It.Introducing the Own It PodcastWould you believe that less than one percent of all advertising agencies are owned by women? Well, Christy Hiler noticed it and is doing something about it. Christy is the president and owner of Cornett, a full-service advertising agency in Lexington, Kentucky. She has started a movement of sorts called Own It, to identify, recognize, and support women who are, or aspire to be agency owners.That effort is being cataloged at UntilYouOwnIt.com where female and non-binary agency owners can join and participate in mentorship and other activities to help more women, Own It.Part of the effort for Own It is a new podcast hosted by Hiler herself where she interviews and celebrates the growing number of women and non-binary ad agency owners to talk about buying out of the boys club of advertising, one agency at a time. That podcast is the newest edition to our fellow shows on the Marketing Podcast Network.Today on On Brand, we’re giving you a special treat! We’re going to share with you an excerpt from the first episode of Own It. In it, Christy Hiler talks to Jean Freeman from Zambezi, the largest female-owned ad agency in the country.Learn more about Own It. You can subscribe to Own It wherever you get your podcasts or at UntilYouOwnIt.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

This week's interview marks 400 episodes of the On Brand podcast! First up, a special announcement from me. Then I'm joined by Eric Yaverbaum who literally wrote the book on public relations with Public Relations for Dummies. In addition to writing six other books, his journey has taken him from being an agency leader to the White House to cable news punditry to finding the silver linings in a pandemic. We discussed all of this on our 400th episode of On Brand.About Eric YaverbaumEric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 40 years in the industry, having co-founded Jericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne.Eric is also a bestselling author who literally wrote the book on public relations – the industry-standard bestseller Public Relations for Dummies—as well as six other titles, including Leadership Secrets of the World’s Most Successful CEOs (with over a million copies sold). He will be recounting his lifelong ability to look towards the bright side for his upcoming book The Audacity of Silver Linings, set to release in 2022. He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others. Episode Highlights“In a previous life, I was a crisis guy.” Crisis communication took Eric from the agency world to working with C-suite executives. “You can apply these lessons anywhere. In war, 9/11, the White House …”Oh yeah. Eric also worked in the White House. What began as a stint on the Bush-Obama transition team led to meetings in the Oval Office. “You’re sitting there and thinking, where do I go from here?”Following leaders. “The buck doesn’t stop at the leader's desk—it starts there. You should be the dumbest person in the room. You should want to surround yourselves with smart people.” This was one of the many lessons Eric learned working on his book Leadership Secrets of the World’s Most Successful CEOs.Silver linings—even while grappling with COVID. Eric’s latest project came from the positivity he worked to cultivate while grappling with a severe case of COVID-19. “I decided to take hope on as a client and it worked.”What brand has made Eric smile recently? Steinberg Sports. “He’s the real-life Jerry Maguire. He inspires me.”To learn more, go to … Google! When I asked Eric where to send folks to learn more he simply said, “Too many places—it’s a good problem to have.” Start by learning more about Public Relations for Dummies. 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