エピソード

  • David Baldwin / Baldwin&, Ponysaurus Brewing
    2023/10/03

    What happens when the host becomes the guest? Today, David Baldwin sits on the other side of the microphone to talk with Mitch Bennett, the ECD who took over creative duties for David, and Ashley Yetman, Co-CEO and head of strategy at Baldwin&, who recently bought the agency. Join us for a fun discussion about what it was like building three purpose-based brands, the power of creativity, and what retirement might look like for someone who can't stop creating things.

    00:18 - David Intro

    03:12 - David's Story/Podcast Purpose

    09:20 - Balancing starting an agency with purpose

    12:03 - David's Core Beliefs

    14:31 - HB2 and Ponysaurus

    20:31 - Creativity going forward

    23:17 - Determining how to choose which idea comes next

    26:54 - Stepping away and being held accountable

    31:34 - How did you pull off the transition


    https://www.baldwinand.com/
    https://www.ponysaurusbrewing.com/
    https://takeyourseat.co/

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    39 分
  • Mariah Eckhardt / Burt's Bees
    2023/09/05

    Mariah Eckhardt runs one of the coolest natural brands going, and one of the OG purpose brands at that. On today’s episode, we talk with Mariah about how running everything at Burt’s Bees – from PR and promotions to marketing and everything in between – has led her to know and live this brand, inside and out. She also talks about how their purpose drives everything they do, not just the communications.

    00:18 - Mariah Intro

    02:10 - Mariah's background

    07:37 - Burt's Bees Mission

    09:48 - How does Burt's Bees fit into the natural marketr

    14:34 - Customer trust driving other products

    16:29 - Who are Burt and Roxanne

    22:34 - How does Burt live on now in the brand

    24:28 - Other Iconography

    26:10 - Conscious Beauty

    31:31 - Where can the brand go that it hasn't and vice versa

    37:28 - How did Burt's Bees influence Clorox

    39:50 - Influencers and Social Media

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    44 分
  • Jackie Woodward / Bojangles
    2023/08/22

    Bojangles is an iconic Southern brand with a storied past and some pretty famous fried chicken around these here parts. Today, Bojangles Restaurants CMO Jackie Woodward talks about what it’s like to market a brand that is entrenched in the South and to take it to greater heights than ever before. Give it a listen.
     

    00:18 - Jackie Intro

    01:21 - How Jackie got to Bojangles

    04:20 - What is Bojangles

    09:22 - Bojangles "Southern” branding

    14:03 - Tailgating

    16:32 - Telling the Bojangles brand story

    19:05 - Tone of Voice

    19:52 - Hard Sweet Tea

    22:35 - Testing/Research

    24:03 - Championing Women Executives

    26:35 - Where to find Bojangles

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    29 分
  • Christa Leupen / Butterball
    2023/08/08

    Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.

    00:18 - Christa Intro

    01:22 - Director of Purpose and Consumer Communication Role

    02:34 - Path to this role

    04:49 - Work/Life Balance

    06:11 - Purpose defined by Butterball

    12:42 - Iconography

    13:22 - Challenges of being popular in specific seasons

    16:37 - Turkey Talk Line

    17:17 - Tone of Voice

    18:29 - Branching outside of tukey

    20:10 - Jimmy Fallon

    22:11 - Influencers

    26:17 - Driving the message for customers

    27:28 - Where are you in driving the purpose throughout the entire organization

     

    https://www.butterball.com/

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    30 分
  • Philip Freeman / Murphy's Naturals
    2023/07/25

    Philip Freeman is a walk-the-talk kinda guy in every aspect of his life. As the founder of Murphy's Naturals, he's building a company that brings natural mosquito repellents to the world that are good for you and good for the environment at the same time. They call their philosophy DOG – Do Others Good. Philip uses the Murphy's brand and mission to drive everything they do, and they're growing like crazy – so maybe give it a listen.

    00:18 - Philip Intro

    01:13 - Murphy the Dog

    02:40 - How did your background lead you here

    05:16 - Formulation

    09:50 - B-Corp Status

    13:49 - The Dog Philosophy

    16:53 - Articulation of Brand's Purpose

    18:51 - Driving Culture

    22:01 - Company Traditions

    23:48 - Getting customer onboard

    28:47 - What are you most proud of at Murphys

    29:41 - The Loading Dock

    32:18 - How can people find you?

     

    Additional Resources: 

    https://www.murphysnaturals.com/

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    36 分
  • Quinn O’Brien / Carnegie Learning
    2023/07/11

    We’re talking education this week with Quinn O’Brien, CMO at Carnegie Learning, which is the leading brand for education tools and methods. Quinn brings his experience working on mega brands like IBM, Volkswagen, and Lenovo to the space where Carnegie is dedicated to helping teachers create more “Aha!" moments” for students. Quinn has a lot of marketing wisdom, give him a listen.

     

    00:18 - Quinn Intro

    02:14 - Journey to current position

    05:26 - Lenovo and IBM

    10:47 - How did those experiences leave a stamp on you

    15:27 - Unpacking Carnegie's offerings

    23:09 - Carnegie Mission

    25:46 - Biggest challenges

    27:27 - What role do the parents play

    29:14 - How do you advertise most effectively

    30:30 - Brand Articulation

    33:22 - The future of learning

    35:54 - Tone of Voice

    41:18 - Being an objective voice in education

     

    https://www.carnegielearning.com/

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    45 分
  • Christopher Symmes / Unilever
    2023/06/20

    Join us for an inspiring conversation with Christopher Symmes, Director of Marketing at Unilever where he manages their dressings line, including Hellmann’s, Sir Kensington’s, and Maille. Christopher is a living, breathing adherent to Brand Purpose and showing how it can drive your business – not just your advertising – to foster growth and create change. In fact, sometimes Brand Purpose isn’t part of the advertising at all.
     

    00:18 - Christopher Intro

    01:18 - What brought you to Unilever

    06:50 - How do you define brand purpose and how does that fit at Unilever

    13:17 - Super Bowl Commercials / Brie and Ham

    18:56 - Does the purpose of food waste live outside of Hellman's within Unilever

    19:54 - Does every Unilever brand have a social good component

    22:26 - Customer feedback

    25:21 - Other adjacent brands and their purposes

    29:25 - How does your personal purpose manifest itself professionally

    34:18 - Googling Hellmans Food Waste

     

     

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    36 分
  • Bruce Bildsten / Best Buy
    2023/06/06

    Brilliant decisions, a great culture, and really smart people are the reason Best Buy has thrived during the great migration to e-commerce. That and smart people like Bruce Bildsten. Bruce has built a world class in-house agency and now produces work as good as any you can find in the biz. In today’s episode, he talks about what makes a great in-house agency, creative person, and brand.
     

    00:18 - Bruce Intro

    02:02 - Moving out of the "Silver Age" and going in-house

    05:47 - What are the challenges of moving in-house

    10:40 - Is it possible to have the same type of career if you're in-house

    16:23 - Best Buy's comeback

    20:33 - Articulation of Purpose

    25:42 - Brand Iconography

    27:18 - Tone of Voice Articulation

    29:03 - What have you learned being on the inside at Best Buy that you would take back to the agency world

    32:29 - BMW Films

    37:23 - Should you get the warranty?

    37:46 - What Best Buy work should people check out?


    https://bestbuy.box.com/s/kiii5k51j21r29apuwt9yc5uviqlbmtw

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    40 分