What if people trusted you more than your brand? In this episode of Unemployable with Jeff Dudan, Jeff sits down with Brooke Budke — a cancer survivor, former President of Title Boxing Club, and now the Founder & CEO of Momentum Brands, a fractional CMO firm helping emerging franchise brands grow through authentic personal branding, not paid ads. Brooke shares why 80% of consumers would rather follow the founder than the brand, the psychology behind trust in the post-COVID marketplace, and how leaders can use platforms like LinkedIn to build real authority. They also unpack the future of search, the rise of AI, how to humanize automation, and why franchise CEOs must stay congruent with their mission to win trust online and offline. In This Episode: Why personal brands outperform corporate brands The 5 content pillars of authority How to build presence on LinkedIn (without being cringe) The evolution of Google → Gemini → ChatGPT search Balancing authenticity and leadership in franchise systems Guerrilla marketing tactics that still work in 2025 👉

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🕓 Chapter Timestamps 00:00 Intro – Who is Brooke Budke 00:42 Are people becoming more important than brands? 01:16 Why consumers crave authenticity after COVID 03:14 How Brooke built Momentum Brands on LinkedIn (no ad spend) 04:12 Is LinkedIn viable for local businesses? 05:28 How to geo-target and engage effectively 06:06 The psychology of authority and the 5 content pillars 08:29 Founder energy, beliefs, and where to draw the line 09:53 Cancel culture and authenticity online 12:16 Cringe content & managing risk online 13:45 What goes viral—and what doesn’t—on LinkedIn 14:54 Building authentic authority through consistency 17:57 Franchise leadership and authentic communication 18:24 “Be a product of the product” in franchising 21:55 The future of search: AI, Gemini, and ChatGPT 24:15 How to code content for AI search visibility 27:19 Organic reach vs. paid ads in 2025 29:28 User-generated content, TikTok, and Gen Z buying power 31:29 Teaching franchisees to create content 34:09 The threat of Big Tech owning the customer 37:20 Digital privacy and the return to “real” connection 40:14 Consumer behavior and convenience 41:37 The essence of positioning = sacrifice 43:53 What makes a great marketer today 44:47 Writing a mission for the frontline team 45:27 Automation vs. human emotional IQ 46:31 Lead conversion is not always a marketing problem 49:36 Why human-sounding automation wins 51:10 Low-cost guerrilla marketing that works 55:09 The “monkey paw” strategy explained 57:55 Curveball: What business would Brooke start today? 1:03:36 If you had one sentence to change someone’s life…

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