Mozilla CMO John Solomon has built a career on getting challenger brands talked about. At Beats by Dre, he taped over logos and paid the fines. At Therabody, he turned the Theragun into England's "secret weapon." Now he's bringing the same thinking to Firefox, a browser that started as a punk-rock answer to big tech and whose biggest marketing problem today is reminding people it's still here. He explains why Mozilla signed its first-ever sports partnership with Wrexham because there’s power when underdogs band together. He also argues that conversation isn't a separate strategy: it has to be built into every brief, with room left for the moments you can't plan.

Whether you're building a brand, or just a fan of great marketing, this episode looks at how a brand with a fraction of its rivals' resources wins attention. Firefox is launching their first major campaign in years find out how they plan to get us all talking about the internet we thought we were building.

Brands in the Conversation is a Bubbler Media and iHeartPodcasts production. Want to discover more Bubbler Media podcasts? Explore all our shows on YouTube: https://www.youtube.com/Bubbler_Media

See omnystudio.com/listener for privacy information.

Welcome to Brands in the Conversation, the podcast that takes you inside the brands that have moved beyond advertising and become part of culture — told by the marketers who made it happen. Hosted by David Alberts, each episode unpacks the ‘conversation strategy’ of the world's most talked-about companies how they earn attention, stay relevant and turn conversation into real business impact.

In our debut episode, State Farm's Head of Marketing, Alyson Griffin, delivers a masterclass in making people care about a category most only think about when they need it. She explains how a 104-year-old insurer built a set of brand assets it can dial up or down and how consistency over time is what lets a brand capture lightning in a bottle when culture presents the moment. She also makes the case every marketer needs for their CFO: why the upper funnel has to perform for the lower funnel to convert.

Whether you're building a brand, or just a fan of great marketing, this episode breaks down where State Farm has been, where it's going next — and what it looks for in the conversations it joins.

Brands in the Conversation is a Bubbler Media and iHeartPodcasts production. Want to discover more Bubbler Media podcasts? Explore all our shows on YouTube: https://www.youtube.com/Bubbler_Media

See omnystudio.com/listener for privacy information.