Watch this episode on YouTube

In this episode of The Intangible Brand, Jerry welcomes Dave Minifie, a seasoned leader known for bringing clarity to the relationship between purpose, leadership, and organizational culture.

Dave shares his perspective on why understanding the “why” (whether in personal life, family, or within an organization) is essential to achieving long-term success. He explores how leaders can create environments that empower people to reach their full potential, while also helping organizations unlock possibilities beyond what they thought possible.

This conversation highlights how the personal and professional are inseparably linked, and why purpose and culture are more than just buzzwords. They’re the foundation for lasting impact.

In this Episode

• Why purpose is the foundation of effective leadership (00:09:56)
• How to cultivate a culture where people thrive and organizations grow (00:03:43)
  The importance of connecting personal values with professional leadership (00:09:56)
• How environment and trust can unlock untapped potential (00:04:28)
• Why purpose-driven organizations outperform others (00:22:38)

Guest

• Dave Minifie is the Principal of MinifiesTake, LLC, a strategic consultancy focused on helping organizations articulate their purpose, mission, and beliefs to cultivate an intentional culture and drive sustainable growth

Resources

• It’s Not What You Sell, It’s What You Stand For by Roy Spence Jr. [book]
• Start With Why by Simon Sinek [book]
• Grow by Jim Stengel [book]
• Pivot with Kara Swisher [podcast]

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube.

What happens when a brand refresh becomes a catalyst for cultural alignment, recruiting strength, and leadership clarity?

In this episode of The Intangible Brand, hosts Jerry Gennaria and Carl Winstead speak with Lindsay Wilson, President and Interior Sector Leader at Corgan, and Elizabeth Pierce, Chief Marketing Officer at Corgan. Together, they share how one of the nation’s largest architecture and design firms transformed its brand from a visual update into a powerful tool for internal cohesion and market positioning.

You’ll hear how Corgan moved from an external brand refresh to a unified employer brand—one grounded in employee input and connected to recruiting, retention, and everyday decision-making. Lindsay and Elizabeth offer candid insights on balancing authenticity with aspiration, aligning leadership around shared goals, and turning brand language into a practical framework for both big initiatives and small operational wins.

In this Episode

• The tipping points that led to Corgan’s brand evolution (06:47)
• Why starting with the external brand smoothed the internal process (40:05)
• How to unify a global firm under one brand identity (09:49)
• Turning values into actionable, observable behaviors (23:15)
• Using employer brand as a recruiting and retention advantage (24:49)
• Patience, leadership buy-in, and authenticity in brand adoption (32:55)
• Applying internal brand principles to everyday challenges (29:19)

Guests

• Lindsay Wilson is President and Interior Sector Leader at Corgan, where she leads with a focus on people, brand, and strategic growth.
• Elizabeth Pierce is Chief Marketing Officer at Corgan, overseeing core marketing, brand and experience, and communications teams to align internal culture with external brand perception.

Resources

The Square Podcast by Corgan [podcast]

Unreasonable Hospitality [book]

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube

Are you measuring client experience (CX) in a way that actually reflects reality, or just relying on outdated metrics?

In this episode, Tim Asimos, Head of Growth at Client Savvy, A ClearlyRated Company, explores what professional service firms get wrong about CX and how to build a client-centric culture that actually drives growth.

In this Episode

• How CX is gaining traction across AEC, especially through culture and leadership. (01:00)
• The difference between CX as a tactic vs. a firm-wide cultural mindset. (05:30)
• Why top-down buy-in is critical for sustainable CX success. (08:30)
• Shifting from technical delivery to differentiated client experience. (12:00)
• Creating internal alignment and empathy to improve client delivery. (16:30)
• Innovation as a leadership mindset and the barriers that hold firms back. (21:00)
• Embedding CX through dedicated roles, pilot programs, and empowered teams. (26:00)
• Connecting brand, employee experience, and client experience through culture. (30:30)
• Why journey-based client feedback outperforms single-point surveys. (35:00)
• How to get started: small steps for launching a CX practice. (40:00

Guest

Tim Asimos leads growth and marketing at Client Savvy. Client Savvy has helped more than 700 AEC firms design, deliver, and measure exceptional client experiences. Their CX software transforms client feedback into actionable insights that elevate client experiences, and drive revenue growth, client retention, and overall firm performance.

Resources
Client Savvy, A ClearlyRated Company

WorkLife with Adam Grant [podcast]

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube

How do you lead a total brand transformation without losing what makes your firm… your firm?

In this episode, Jeffrey Taub, FSMPS, CPSM, and SVP of Corporate Marketing at AKRF, shares the inside story of rebranding a legacy company. From internal alignment to messaging strategy, Jeff walks us through the belief systems and processes that enabled a values-driven rebrand.

In this Episode

• Leading a full rebrand of AKRF to unify messaging and identity. (01:00)
• Using internal research and discovery to drive authenticity. (05:30)
• Building buy-in through senior leadership and a focused brand committee. (10:15)
• Launching a brand that employees rallied around — and still champion. (13:30)
• Centering the brand on “originality” and what that means day to day. (17:00)
• Applying originality to client work and internal innovation (e.g. AI adoption). (21:00)
• Aligning the rebrand with AKRF’s long-term strategic planning. (26:00)
• Advice for firms: prioritize alignment over consensus in branding work. (30:00)
• The role of physical space (like AKRF’s “Pin Drop” room) in expressing brand. (33:30)
• Final takeaway (39:00)

Guest

Jeffrey Taub is a seasoned marketing strategist with deep expertise in AEC branding. He is known for leading brand transformation initiatives that unite legacy values with modern positioning.

Resources

AKRF

Character Limit: How Elon Musk Destroyed Twitter [book]

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube

What’s the difference between a logo and a brand? In this episode, The Intangible Brand co-host Jerry Gennaria, President of TOKY, unpacks nearly 30 years of helping firms uncover and articulate their true brand identity.

In this Episode

• Jerry’s path from aspiring artist and self-taught designer to brand strategist. (01:00)
• How brand evolved from visual identity to holistic experience. (05:00)
• Why “brand is people” across industries and firm types. (09:00)
• The experience gap: why branding is often misjudged internally. (12:00)
• What brands like Disney teach us about expectation and friction. (15:00)
• Why defining your “why” is harder (and more personal) than it seems. (19:30)
• The value of outside perspective when uncovering brand truth. (22:00)
• Why this podcast exists as both platform and learning tool. (25:00)
• What Jerry believes most firms still miss: true differentiation. (28:30)
• Aligning values, behaviors, and experience to build lasting brand. (31:00)

Guest

Jerry Gennaria is President of TOKY, a brand consultancy for professional service firms. His work focuses on aligning internal culture with external brand perception to create trust and clarity.

Resources
TOKY

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube

Welcome to the premiere episode of The Intangible Brand—a podcast exploring how internal culture and employee experience shape the brands people trust, remember, and return to.

We’re starting with co-host Carl Winstead, Partner and Chief Experience Officer at Cline Design Associates. With a background in architecture and a passion for experience design, Carl has dedicated his career to shaping not just spaces, but how people experience professional service firms from the inside out.

In this Episode

• Launching the podcast and introducing Carl Winstead, CXO at Cline. (00:00)
• Carl’s early inspiration: how architecture created emotional impact. (02:00)
• Career shift from running a firm to leading experience strategy. (05:30)
• Creating the CXO role in a traditionally design-focused industry. (09:00)
• Why experience is central to both client and employee success. (12:15)
• Rethinking “corporate” culture in creative workplaces. (15:20)
• The brand is the experience, not just the portfolio. (19:00)
• Happy teams create happy clients, and vice versa. (22:30)
• The podcast as a tool for community and shared learning. (24:00)
• Carl’s core belief: grow people to grow impact. (27:00)

Guest

Carl Winstead is Partner and Chief Experience Officer at Cline Design Associates. His work bridges physical space, leadership, and brand—helping firms design experiences that align with values and drive long-term growth.

Resources
Cline

Connect With Us

Follow the Hosts: Jerry Genneria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com