In this episode of Marketing Spotlight, host Alison Ver Halen talks with Andrew Gottlieb, CEO and founder of No Typical Moments, a digital marketing agency serving e-learning organizations and B2B tech companies. Andrew shares how a winding path through Wall Street internships and political campaigns led him to marketing — and how door-to-door canvassing taught him lessons about permission-based marketing that still shape his work today.

The conversation covers the origin of "No Typical Moments" (pulled from a line in Dan Millman's Way of the Peaceful Warrior), Andrew's early entrepreneurial instincts, and the deal-making energy that still drives him 13 years into running his agency. Alison and Andrew also dig deep into AI's growing role in marketing — from AI video tools cutting a 7-10-hour content workflow down to under an hour, to the ongoing question of whether AI agents could someday threaten the agency model itself. They close with a candid discussion of why cheap creative work often costs more in the long run, and what actually separates good AI-assisted content from the flood of generic output.

In this episode:

• How a chain email about a podcast in 2011 sparked Andrew's interest in marketing
• What door-to-door political canvassing taught him about permission-based marketing
• The story behind the name "No Typical Moments"
• His biggest entrepreneurial near miss (almost booking Wiz Khalifa for a college show)
• What he loves — and doesn't love — about running an agency
• Where AI is genuinely changing marketing workflows, and where human strategy still wins
• Why the cheapest creative option often isn't the cheapest in the end

Connect with Andrew: notypicalmoments.com | LinkedIn: Andrew Gottlieb

Connect with Alison: avwritingservices.com | LinkedIn: Alison Ver Halen

About Andrew

Andrew Gottlieb is the Founder & CEO at No Typical Moments (NTM), a highly specialized digital marketing agency that works exclusively with purpose-driven and social impact focused businesses to collectively advance humanity as a California Benefit Corporation. Our talented team members are passionate about issues like climate change, personal development, gender equality and animal welfare among others. When Andrew isn’t working, he enjoys hiking, running, playing soccer and tennis, practicing Muay-Thai and watching the Pittsburgh Steelers.

What if the words you use to talk about your business were quietly working against you? In this episode of Marketing Spotlight, host Alison Ver Halen sits down with portrait photographer Meka Hammonds of Spider Meka Portraits for a conversation that goes way beyond photography.

Meka shares her journey from nearly a decade behind the scenes at The Oprah Show — where she spent her days retouching celebrities to fit an impossible standard of "perfect" — to building a portrait business rooted in the opposite idea: that people are already enough exactly as they are. She opens up about the origin of her brand name, the childhood memory that inspired it, and why she deliberately avoids words like "headshot" and "shoot" in favor of language that feels safe rather than violent.

Alison and Meka also dig into what makes a portrait session with Meka feel more like therapy than a photoshoot, why luxury is about experience and trust rather than price, and how showing up authentically — messy desk and all — beats the polished, filtered version every time on social media.

In this episode:

• How an unexpected layoff became the push Meka needed to start her own business
• The story behind the "Spider Meka" name
• Why the language of photography ("shoot," "capture," "headshot") can make people feel unsafe — and what to say instead
• What actually happens in a portrait session built on trust and vulnerability
• Why "imperfect" social posts often outperform polished ones

Connect with Meka: spiderMeka.com | Podcast: Strings of Silk

Connect with Alison: avwritingservices.com | info@avwritingservices.com

About Meka:

Internationally recognized portrait photographer “Spider” Meka Hemmons wields her camera like a heart surgeon’s scalpel, revealing deep truths, disrupting what we think about the beauty industry, and changing belief systems behind what we see in the mirror. With 25 years of experience in communication, branding, and human studies, Meka moved from A-list celebrity retouching into building a platform of artistry, education, consulting, and speaking to help everyday people celebrate their natural attributes and prove that beauty is more than skin-deep.

AI Companion Accuracy and Branding Journey
Karrie is the owner of Karrie Belle Designs, a full-service branding agency that helps clients with visual communications, brand setup, and communication style across various platforms.

Consistent Branding for Emotional Connection
Karrie discusses her transition from corporate to smaller businesses, emphasizing the importance of consistency in branding. She explains that a brand is an emotional connection with people, influenced by various touchpoints such as website, marketing material, and social media interactions. Karrie stresses the need for a consistent brand voice and visual representation, like a logo, which should be simple, readable, and adaptable to different contexts. She advises against quick logo creation, emphasizing the importance of a deep understanding of the brand before designing a logo.

Consistent Brand Image and AI
We discusse the importance of maintaining a consistent brand image. Karrie emphasizes the need to avoid AI-regurgitated logos and instead opt for custom designs. She also highlights the importance of building a team of trusted professionals who understand the brand and can help with various aspects of branding. We also discuss the potential pitfalls of using AI for branding, such as the need for training and refining the model. We also talked about the importance of investing time in defining a brand's identity to ensure long-term success.

Podcasting and Authentic Video Content
We even discuss the importance of branding and visual content in podcasting! Karrie shares her expertise on branding and encourages others to start using video content, even if they're initially uncomfortable showing their faces.

About Karrie:

KarrieBelle Designs is a branding and marketing consultancy specializing in branding, brand strategy, social media content, and design. We help businesses create a cohesive identity across digital and print platforms, ensuring their messaging aligns with their core values and resonates with their audience. Our services include brand audits, content creation, digital skills coaching, and strategy development. With over eight years of experience, we work with businesses to refine their brand presence, improve visibility, and drive meaningful engagement.

Where to follow Karrie:

https://www.linkedin.com/in/karrie-pittman/
https://karriebelledesigns.com/

Beth's Journey From Beauty to Marketing
Beth, an award-winning copywriter and messaging consultant, shares her journey from the beauty industry to marketing and writing. She explains how she combines her love for writing with her passion for marketing, eventually starting her own business. Beth also mentions her personal writing experiences, including writing poetry and short stories.

Balancing Strategy and Personal Storytelling
We discuss the challenge of balancing strategy and creativity in professional communication. Beth emphasizes the importance of "strategic storytelling," which involves sharing personal experiences without oversharing. She advises focusing on the lessons learned and the positive outcomes rather than dwelling on the difficult details.

Authenticity and Vulnerability in Client Trust
We discuss the importance of authenticity and vulnerability in building trust with clients. Beth shares her experience of having children in her twenties who openly advocate for themselves, and how this contrasts with the hesitance of older clients. We also touch on the current trust crisis and the need for honesty and authenticity in a world where truth is often questioned.

AI's Role in Content Creation
We discuss the challenges and opportunities presented by AI in content creation. We agree that AI can be a useful tool for generating ideas and saving time, but it should be used responsibly and with proper validation of the research it provides. We also stress the importance of authenticity and originality in content creation to establish trust with the audience. We concluded that, while AI can be a powerful tool, it should not be used as a shortcut to avoid the effort of creating unique and valuable content.

Consistency in Marketing and Branding

We discuss the pros and cons of staying on Meta platforms like Facebook and Instagram. We consider the impact of leaving these platforms on their businesses and the potential loss of audience. We also discuss the importance of consistency in marketing, emphasizing that a consistent message and brand image can help build trust with their audience. We also touch on consistency as a key to earning trust and building a strong brand.

About Beth

Beth Knaus is an award-winning copywriter and messaging consultant from Boston, MA. She works with female solopreneurs to recognize their voice and then utilize it in the website copy, blogs, and other deliverables she writes for them. She's also an author, speaker, and workshop facilitator.

You can connect with Beth:

www.thatsaspade.com
www.facebook.com/thatsaspade
www.instagram.com/thats_a_spade
www.linkedin.com/in/bethknaus
Workbook: Communicating with Confidence: three steps to mastering your business messaging:
thatsaspade.com/communicate-with-confidence

This week’s episode is a little different. While I normally like to keep the guest list exclusively marketers, when Steven Baron asked if he could be a guest, I couldn’t say no.

Although he’s not a marketer, he does a lot of work with marketers helping them protect their brands and the brands of their clients.

Since his work is so tied to marketing and branding, I thought it would be worth breaking my rule (just this one) to have the fabulous Steven Baron in … The Marketing Spotlight!

Trademark Protection and Branding Basics
Steven explained that trademarks are brand identifiers that help consumers associate a particular brand with goods and services. He mentioned that trademarks can be words, symbols, sounds, smells, colors, or even product packaging. Alison agreed, using the example of Chanel Number 5 as a trademarked scent. They also touched on the topic of trademarked colors, using the example of Tiffany's distinctive blue shade.

Trademark Law and Dispute Resolution
Steven discussed his 30-35 year career in trademark law, starting as a litigator and expanding his expertise to include trademark selection, application filing, and dispute resolution. He explained that trademark disputes typically arise between two entities using identical or similar marks, with one party claiming priority. Steven also shared his experience working on both sides of the aisle, representing clients with priority and those who come in after. He emphasized the importance of protecting trademarks, highlighting the value in selecting strong marks, filing applications, and dealing with disputes.

Trademark Value and Branding Importance
Steven and Alison discussed the value of trademarks, focusing on famous brands like Yahoo, Adidas, American Express, BBC, and Nike. Steven explained that these brands have become ubiquitous and famous worldwide due to their ability to create brand identity and consumer association. He emphasized the importance of branding in creating a powerful connection between a brand name and its associated goods or services. Alison correctly identified the goods or services associated with each brand.

Trademark Clearance and International Protection
Steven discussed the importance of trademark clearance and registration, emphasizing that the first to use a mark in commerce has priority. He explained the process of checking for potential conflicts with existing trademarks and the value of a federal trademark registration, which provides a presumption of nationwide exclusivity. Alison asked about protecting her brand internationally, and Steven advised focusing on the US market first, with potential foreign registration for established international presence. He also clarified that copyright issues might be involved in cases like the "Let's Get in Formation" example, rather than trademark concerns.

Brand Selection and Protection Discussion
Alison and Steven conclude their conversation about branding and marketing, with Steven emphasizing the importance of not infringing on established brands like Beyoncé.

About Steven

Steve Baron is a founding member of the Chicago law firm Baron Harris Healey. He and his firm help clients protect their intellectual property and navigate legal issues that arise in publishing and advertising.

LinkedIn: https://www.linkedin.com/in/stevenbaron/

Website: https://www.bhhlawfirm.com/

Marketing Spotlight: Branding Through Images with Saraphina Churchill

Host: Alison Ver Halen

Guest: Saraphina Churchill, graphic designer, illustrator, and product photographer — Images by Saraphina

Episode Overview

In this episode of Marketing Spotlight, Alison reconnects with Saraphina Churchill, a graphic designer and niche product photographer who helps small businesses without an in-house creative team bring their brand to life visually. The two originally connected during the early days of COVID and have stayed in touch online ever since: proof that staying connected and simply asking for what you want can pay off.

Saraphina and Alison swap career origin stories, talk through how color and visual choices shape the way a brand feels, and dig into how to identify your ideal audience. Essentially, it’s the same problem from two different creative angles: words and images.

Key Topics Discussed

From a "quarter-life crisis" to a creative career: Saraphina shares how a detour through education, art school, and a first stab at freelancing right into the 2008 recession eventually led her to found her business in 2019 … followed almost immediately by the pandemic. Years working in-house for agencies, companies, and even a printing company gave her the practical "so what" that a design degree alone doesn't teach.

The DIY tools conversation: Canva, AI, and knowing your worth Drawing a parallel to the smartphone-camera "panic" that once shook the photography industry, Saraphina makes the case that tools like Canva (or ChatGPT, for writers) are fine for small in-house tasks — but she's adamant that core brand assets, especially logos, are worth hiring a professional for.

Color psychology and brand feel Saraphina breaks down how she uses color strategically. Both industry conventions and the subconscious associations colors carry (her go-to example: red and yellow together read as fast, joyful, and a little bit hungry — hence every fast-food logo).

Finding your ideal client Both guests compare notes on how they identify a brand's true audience: Saraphina starts with the business owner's own instincts, layers in current design trends, and studies the brand's existing voice before designing anything. Alison does the same exercise through word choice and tone, listening for the language a client already uses in conversation.

The favorite part of the work Both agree the real reward is the long-term client relationship. It’s the shorthand that develops over time, and the comfort of a first-draft process that no longer feels nerve-wracking once trust is built.

Where to Find Saraphina

• LinkedIn: https://www.linkedin.com/in/imagesbysaraphina/
• Website: imagesbySaraphina.com

Where to Find Alison

• Website: avwritingservices.com
• Email: info@avwritingservices.com
• LinkedIn: https://www.linkedin.com/in/alison-ver-halen/

Corporate Executive's Entrepreneurial Journey
David discussed his journey from a corporate executive to an entrepreneur, highlighting the challenges and skills required for the transition. He noted that many professionals lack essential business skills, such as marketing and sales, when they leave their corporate jobs. David's business initially focused on nonprofit management consulting but shifted to helping corporate refugees with their own businesses. He found his target audience through networking, particularly with Business Networking International (BNI), where he joined the leadership team and started receiving requests for business advice.

Setting Specific, Future-Oriented Business Goals
David discussed the importance of setting specific, future-oriented goals and consistently working towards them. He emphasized the need for discipline, perseverance, and finding what works in business, rather than focusing on the day-to-day operations. David also highlighted the value of connecting with thinking partners to overcome challenges and achieve success.

Corporate Refugees and Passionate Impact
David discussed his passion for helping a particular audience, emphasizing the impact people can make when they're successful. We also noted the prevalence of "corporate refugees" and the similarities between solopreneurs and nonprofits. David noted that there are parallels in any business where people are passionate about making an impact. He believes this profile is common in their community, driven by both financial and purpose-driven motivations.

Networking for Entrepreneurs: Building Community
We discussed the importance of networking and community building for entrepreneurs. We emphasized the value of connecting with like-minded individuals who understand their challenges and can offer support and ideas. David suggested using existing relationships and observing others' activities to find new connections. He also mentioned the need to adapt to changes in how people interact with communities.

Technology and Entrepreneurship in Communities
David discusses how technology has significantly changed community interactions over the past 20 years, shifting from primarily in-person or email-based communication to a variety of online group and community tools. He also notes a cultural shift in the United States towards promoting entrepreneurship, especially among college-educated individuals, contrasting with the previous expectation of long-term careers in large corporations. David points out that colleges and universities now teach entrepreneurship, which was not the case 30 to 50 years ago.

About David

David is the podcast host and community builder behind Smashing the Plateau, an online platform offering resources, accountability, and camaraderie to high-performing professionals who are making the leap from the corporate career track to entrepreneurial business ownership.

And if you'd like to follow up with Alison, you can use this link to schedule some time to chat with her: https://alisonverhalen.as.me/podcast

Marketing Journeys and Content Significance
Chris started as a wedding DJ, which led him to starting an award-winning wedding DJ business, which eventually led to him helping businesses with their online presence during the pandemic. That helped him understand the importance of marketing as a survival skill for business success.

Balancing Creativity and Analytical Data
We discuss the importance of balancing creativity with analytical data in their work. Chris emphasized that creative work is subjective and that clients may suggest revisions, but this doesn't diminish the value of the work. We also discussed the importance of hands-on experience and the willingness to learn from others in their field.

Marketing Material Effectiveness Discussion
We discussed the challenges of creating effective marketing materials and messaging, as well as the effectiveness of marketing strategies.

Creative Processes and Learning From Mistakes
We discussed our creative processes and experiences. Chris shared his journey from creating his first logo and website to becoming a skilled designer, emphasizing the importance of trial and error in honing one's skills.

Branding Consistency in Marketing Campaigns
We discussed the importance of branding in marketing, emphasizing the need for a consistent and cohesive brand image across various platforms. Chris highlighted the role of a logo as a key element of branding, but also stressed the significance of other aspects such as color schemes, fonts, and messaging. He noted that branding should be adaptable to different campaigns and platforms, while maintaining consistency. The conversation also touched on the process of designing a brand, while acknowledging the challenge of describing the thought process behind design decisions.

About Chris

Chris Troka helps solopreneurs and small businesses save time, nurture leads, and scale through smart marketing and efficient automation. With a background in building an award-winning Wedding DJ business, Chris specializes in leveraging automation and the buyer’s journey to drive growth.