On Brand with Nick Westergaard

This week we have a special holiday episode of the On Brand podcast with the “Naughty and Nice Brands of 2023.” This seasonally appropriate snapshot of brand behavior was developed by the smart folks at Brand Federation. The consultancy’s Chief Growth Officer Matt Williams joined me to discuss which brands have been naughty and nice this year.Enjoy This Episode Now Download Episode Listen on Apple Podcasts Listen on Spotify About Matt WilliamsMatt Williams is chief growth officer for Brand Federation, a brand strategy consultancy in Richmond, Va. Prior to joining Brand Federation in 2019, Williams was CEO of the Martin Agency, one of the world’s most recognized advertising agencies, where he managed strategy development for world-class brands like GEICO, OREO, UPS, Discover Financial, Walmart, and more. Williams also is Clinical Professor in the marketing department at the Mason School of Business at William & Mary. He teaches in the MBA program and is the developer and Faculty Director of the school’s Online Masters in Marketing. Naughty List for Brands 2023 WeWork — This coworking space used branding as a cover for a crappy business. Bud Light — This beer brand’s withdrawal of supporting Dylan Mulvaney is a complete fold on their conviction: a beverage "for every person, for every occasion." Zoom — This video conferencing service, synonymous with making 21st-century knowledge work from anywhere possible, called employees back to the office. Silicon Valley Bank — This banking brand’s collapse was rooted in miscommunication.  Nice List for Brands 2023 Garth Brooks — This country singer is exemplifying conviction with his new bar in Nashville with one simple rule. Airbnb — This short-term rental brand responded quickly to the wildfires in Maui. Mattel — This toy company released a movie based off an iconic doll brand, and made the brand even more iconic by empowering women. Delta Air Lines — An airline met some unintended brand turbulence but teaches an important lesson for brands — knowing when to admit mistakes.  Brands that Santa is Watching in 2024 Open AI — This emerging tech brand is de-mystifying and popularizing generative artificial intelligence, but recent drama with their board and CEO puts their future at stake. Apple — This technology company has always been known for its innovative hardware, but releases this year are a far cry away from what the brand has been known for. Beyond Inc. — This newly formed parent brand for home goods businesses has gone through it all – bankruptcy, acquisition, and a new brand architecture. Barnes & Noble — A national book retail chain unveiled a new brand plan that doesn’t appear to have any consistency. Want more naughty and nice? Check out Brand Federation’s YouTube video on the Naughty and Nice Brands of 2023. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Amanda Proscia, co-founder of Lightspeed Public Relations and Marketing, is the author of PR Confidential, available now. Lightspeed is a New York City-based agency focused on promoting innovation in areas like healthcare, financial services, and consumer electronics. We discussed all of this and more this week on the On Brand podcast.About Amanda ProsciaAmanda Proscia is a master corporate storyteller with experience in-house at American Express. Amanda is the co-founder of Lightspeed Public Relations and Marketing, a New York City-based agency focused on promoting innovation in areas like healthcare, financial services, and consumer electronics. She's also the author of the bestselling new book, PR Confidential. Links from the ShowOn Brand Soundbite. "In addition to the millions of dollars wasted on ads that are not digitally optimized, brands are missing other marketing opportunities for their holiday promotions,"  says Amanda Proscia. "Each holiday season, ads are repeated from previous years without any updating to their message or target audience. Not only does this result in ads that under-perform, but it also misses out on gaining the value of refreshed storytelling."What brand has made Amanda smile recently? “Oreo — and not just because I love their cookies.” Amanda shared that her smile came from their recent cookie ad featuring a diverse Santa Claus.Connect with Amanda on LinkedIn and the Lightspeed PR 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

Sandy Skees is EVP, Global Purpose and Impact Lead at Porter Novelli and author of the book Purposeful Brands. While it seems like purposeful branding and marketing is everywhere these days, that doesn't diminish the importance and responsibility of this work. And it doesn't make the work any easier. We discussed all of this and more this week on the On Brand podcast.About Sandy SkeesSandy Skees is EVP, Global Purpose and Impact Lead at Porter Novelli, a leading communications consultancy, part of the Omnicom Group. With over three decades of expertise in management consulting and strategic communications, Sandy has worked with clients including Visa, Abercrombie & Fitch, eBay, and Panasonic, among many others. Recognized as PRWeek's Woman of Distinction 2023 and Most Purposeful Agency Pro 2021, Sandy holds a Board Director position at Sustainable Brands and is an advisor to The Diversity Center. Author of Purposeful Brands, she is an experienced speaker on branding, messaging, and sustainability topics. She lives with her wife in Santa Cruz, California.Links from the ShowCheck out Sandy's book, Purposeful Brands — all about helping brands discover, develop, and implement their purpose and impact.Connect with Sandy on her website and LinkedIn.What brand has made Sandy smile recently? “Easy — Spotify, for their Year in Review,” Sandy shared that she loves learning about herself and others from this one-of-a-kind brand touch point. Be sure to check out my interview with Spotify’s Jay Norman where we discussed the Year in Review. 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

Jay Mandel is the author of the book Brand Strategy in Three Steps, as well as an entrepreneur, professor, consultant, and coach. In all of his work, he leads with his core values of candor, curiosity, and collaboration. We discussed all this and more this week on the On Brand podcast.About Jay MandelJay Mandel, a multi-faceted entrepreneur, professor, consultant, and coach, is not only the author of the book Brand Strategy in Three Steps, but also an embodiment of core values such as candor, curiosity, and collaboration. His transformative journey from corporate America to coaching reflects his commitment to infusing meaning and authenticity into the business world.With two decades of corporate experience, including a notable role as the former social media and content lead for Mastercard's global team, Jay's brand methodology is honed through a diverse range of corporate, entrepreneurial, and academic experiences. Armed with a Masters's in strategic communications from Columbia University, Jay is dedicated to guiding individuals in their pursuit of clarity, strategy, and finding their unique market niche. Embrace growth, explore with purpose, and embark on a transformative journey with Jay Mandel today.Links from the ShowJay’s new book, Brand Strategy in Three Steps, focuses on the three aspects of brand strategy he broke down at the top of the show: Identity, Intent, and Implementation. More on Jay’s book.What brand has made Jay smile recently? “I struggle with Dr. Squatch,” Jay shared. The brand delivered great humanity in their customer service, however, he’s not been super impressed with the product.Connect with Jay on his website and via 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

Karen McFarlane is the founder and CMO of Kaye Media, a fractional marketing firm for startups to enterprises. With over 25 years of experience, Karen is renowned for her transformative purpose-driven brand strategies and has been recognized for her leadership and deep commitment to equity and belonging. We discussed all of this and more this week on the On Brand podcast.About Karen McFarlaneKaren McFarlane, the founder of Kaye Media, is a seasoned marketing executive with over 25 years of experience. Her expertise in shaping compelling brand narratives and strategies has guided businesses toward transformative growth and market clarity. Karen's role extends beyond her company, as evidenced by her impactful tenure as President of the New York chapter of the American Marketing Association (AMA), where she earned eight Chapter Excellence Awards and now champions equity as the Chair of DEI Innovation.Additionally, Karen serves on the Board of the Hudson Valley Credit Union, New York's fifth-largest credit union. Her influence is also felt nationally as the President-Elect and DEI Co-Chair for the AMA’s Professional Chapters Council and through her work with Momentum and Value for People of Color, where she champions equitable opportunities for young people of color. Recognized as a thought leader, Karen frequently speaks on inclusive marketing and conflict resolution, and her contributions to the field have earned her recognition as one of the most notable figures in marketing and PR by Crain’s Business.Karen's commitment to advancing racial and gender equity in Corporate America is evident through her passion project, Colossal Work, underscoring her dedication to driving meaningful and sustainable change.Links from the Show Karen was recently President of the New York chapter of the American Marketing Association (AMA). She also is the incoming chair of AMA’s Professional Chapters Council. Keep an eye on Karen's passion project Colossal Work (coming in January). What brand has made Karen smile recently? Karen was our first fractional CMO guest and she was also the first guest to smile over her own brand. “I didn't want it to be about me. I wanted it to reflect me,” Karen shared of the new work done for her new brand Colossal Work coming in January.Connect with Karen 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

Robert Felder is the founder of Bearbottom Clothing, a one-for-one clothing manufacturer. Felder is an expert in DTC, growth, social entrepreneurship, and, of course, brand building. We discussed all of this and more this week on the On Brand podcast.About Robert FelderRobert Felder founded Bearbottom Clothing in 2012, launching it in 2014, after visiting Bangladesh as a high school student. Felder saw firsthand the need for quality jobs and basic necessities like clothing within the community. Felder returned home with the mission to make an impact on the people of Bangladesh, and Bearbottom Clothing was born. As one of the largest apparel manufacturers in the world, Felder could provide jobs while donating back to the community through the one-for-one business model. Since then, Bearbottom has expanded not only its clothing line but also its impact on the people and communities they work with.Felder is an expert in DTC/E-commerce supply chain, product development, fulfillment/warehousing, social entrepreneurship, bootstrapped business growth, international partnerships, and team-building. Bearbottom has been featured in Forbes, Business Insider, and Reader's Digest.Links from the ShowWhat brand has made Robert smile recently? “We're gonna be making some graphic tees in 2024 so I've been shopping a lot of brands,” Robert shared. “One I love is a company called Takeout Order.”Connect with Robert on LinkedIn and learn more on the Bearbottom Clothing 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

Jackie Bebenroth is a positioning expert and founder of the agency Muse. She and her team help transformative leaders with positioning through their unique Productive Distancing approach. We discussed all of this and more this week on the On Brand podcast.About Jackie BebenrothJackie Bebenroth is an award-winning positioning expert and agency founder who draws from two decades of experience as a brand strategist and entrepreneur to help visionary leaders achieve transformation inside their businesses and beyond. Jackie has shaped some of the nation’s leading brands. Using her own Productive Distancing techniques for brand strategy, she helps businesses evolve and define their true purpose – the WHY – so they can march forward with unwavering clarity and confidence.At her agency, Muse, she leads a team of strategists and creatives who are dialed into the needs of clients in nutrition and wellness segments, where behavior and lifestyle changes are prerequisites to success. She’s picked up a few accolades along the way, most notably a SXSW Interactive finalist award and Content Marketing Institute’s Content Marketing Leader of the Year.Links from the Show Jackie's agency Muse has positioned over 80 brands! A question we need to be asking ourselves more: How is your brand showing up in the world? What brand has made Jackie smile recently? “I'm gonna bring up a brand that you shouldn't search for at work,” Jackie began. “Shinesty has such a unique brand voice. Someone should give the copywriter a high five.”Connect with Jackie on her website, her agency website, and 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

Pam Sherman is an actor, writer, leadership consultant, and recovering lawyer. Her work helps leaders, law firms, and Fortune 500 brands with the tasks of finding and sharing their unique stories. We discussed all of this and more this week on the On Brand podcast.About Pam ShermanPam Sherman is an actor, writer, leadership consultant, and recovering lawyer who was profiled in People Magazine about her transition from lawyer to actor. Today, she speaks, facilitates, and coaches leaders all over the world about how to ignite their audiences with who they are and their stories, and to find their EDGE: Explore, Dream, Grow, & Excite®. She works with Fortune 500 companies, law firms, and advertising agencies, and is a highly rated global resource for the leadership organizations, EO, Vistage, YPO, and Tiger 21. Her nationally syndicated column, The Suburban Outlaw was published in the USA Today Network for 15 years. Sherman also starred in Erma Bombeck: At Wit’s End breaking box-office records around the United States.Links from the Show Pam shared a great definition of a story: “A narrative that feels real to the teller and the listener.” Pam also shared some story wisdom from George Saunders. What brand has made Pam smile recently? Pam shared that whenever she's traveling and is close, she stops at a Nordstrom when she can.Connect with Pam on her 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

Melanie Deziel is an award-winning branded content creator and author of the books The Content Fuel Framework and Prove It. She also is the Co-Founder of The Creator Kitchen mastermind group. We discussed all of this and more — with cooking metaphors aplenty — this week on the On Brand podcast.About Melanie DezielMelanie Deziel is a keynote speaker and award-winning branded content creator who is passionate about helping individuals, teams, and organizations unlock their creative potential and organize their creative efforts.She is the Co-Founder of The Creator Kitchen mastermind for creatives, and the author of both The Content Fuel Framework: How to Generate Unlimited Story Ideas and Prove It: Exactly How Modern Marketers Earn Trust.Links from the Show Check out The Creator Kitchen mastermind. And here are links to Melanie's two books we discussed — The Content Fuel Framework and Prove It. Looking for more smarts from Melanie? Check out her previous appearances on the On Brand podcast back in 2016 and 2020. What brand has made Melanie smile recently? “You can tell me whether or not this counts ...” Melanie began before sharing the regular smiles she gets from the Australian children's show Bluey. She's not alone.Connect with Melanie on her 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

Aaron Templer is the author of the book Leading a Social World and the owner of the marketing firm, Three Over Four. He brings a unique background in the arts to his work, which is focused on the convergence of strategy, leadership, and social media. We discussed all of this and more this week on the On Brand podcast.About Aaron TemplerHaving studied music, English lit, and earned an MBA, Aaron Templer is an unapologetic, eclectic marketing leader, and at-times agitator. With more than 25 years of experience, Aaron is a marketing firm owner, professional instructor for the American Marketing Association, occasional speaker and professor, and hobby percussionist. His firm, speaking engagements, teachings, and writings are at the intersection of strategy, creativity, brand, influence, and leadership. Some call him the Gora Dhol Wallah. Aaron recently authored Leading in a Social World, a six-time award-winning book for business leaders and marketers that sets out a different approach to marketing in online social circles that builds the kind of connections brands and marketers desire.Links from the Show Check out Aaron's book Leading in a Social World. Aaron's marketing firm — Three Over Four. What brand has made Aaron smile recently? Aaron shared a story of meeting the author Bruce Cameron known as “The Dog Author.” Talk about smiles!Connect with Aaron on his website, AaronTempler.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