On Brand with Nick Westergaard
Episodes
Public Relations Today with Robert Dilenschneider
27 Jun 2022
Contributed by Lukas
Robert L. Dilenschneider has been called “Dean of American Public Relations Executives.” As founder of The Dilenschneider Group, he provides strat...
Creating Videos People Want to Watch with Zachary Slingsby
20 Jun 2022
Contributed by Lukas
Zachary Slingsby is a writer, short film creator, and founder of Human Factor Media, an award-winning branded storytelling company that has worked wit...
The Power of Specificity with Greg Monaco
13 Jun 2022
Contributed by Lukas
Greg Monaco is a brand and story coach who strategizes with authors, entrepreneurs, executives, and artists to build compelling brands. In a career th...
Being an Inclusion-First Brand with Lauren Tucker
06 Jun 2022
Contributed by Lukas
Dr. Lauren Tucker is the founder and CEO of Do What Matters, an inclusion management consultancy designed to help marketing services agencies turn inc...
Building a Sonic Identity System with Joe Belliotti
30 May 2022
Contributed by Lukas
Music industry veteran Joe Belliotti is an expert in sonic branding. While most marketers focus on visuals, brand builders today need to think about t...
Connecting Personal Brands to Corporate Brands with Scott Bartnick
23 May 2022
Contributed by Lukas
Scott Bartnick is an internationally renowned eCommerce and media expert and co-founder of OtterPR. Through their innovative strategies, OtterPR helps...
The Market Disruptor's Dilemma with Olivia Mariani
16 May 2022
Contributed by Lukas
As VP of Marketing at Curbio, Olivia Mariani leads is responsible for everything from brand to demand for the “fix first, pay later” PropTech lead...
Rethinking Brand Innovation with Carla Johnson
09 May 2022
Contributed by Lukas
Carla Johnson is one of the world’s leading innovation architects and the author of the new book RE:Think Innovation. Through her company RE:Think L...
Immersive Content Experiences with Jamie Gier
02 May 2022
Contributed by Lukas
Jamie Gier is CMO of Ceros, helping top brands like NBC Universal, United Airlines, and United Healthcare create immersive content experiences. In our...
Lessons from Political Brands with Zee Cohen-Sanchez
25 Apr 2022
Contributed by Lukas
Zee Cohen-Sanchez is the founder and executive director of Sole Strategies, a woman and minority-owned organization built by a team of political exper...
Finding the Right Marketing Team with Rob Simone
18 Apr 2022
Contributed by Lukas
Rob Simone is Partner and President of Summer Friday, a boutique agency sitting at the intersection of ideas and execution. This week on the On Brand ...
B2B Podcasting Best Practices with Prarthana Sibal
11 Apr 2022
Contributed by Lukas
Prarthana Sibal is Head of Client Services at Pikkal & Co, a B2B podcast agency. This week she joined me on the On Brand podcast for a discussion of g...
Apolo Ohno on Pivoting and Purpose
04 Apr 2022
Contributed by Lukas
Reinvention is at the core of Apolo Anton Ohno. He acquired and honed this skill over a decade of Olympic speed skating competition, during which he b...
Buying Out of the Ad Industry Boys' Club (Teaser)
28 Mar 2022
Contributed by Lukas
This week on the On Brand podcast, we have something a little different to share with you. Christy Hiler, president and owner of the Cornett agency, j...
400th Episode + Eric Yaverbaum on Authenticity
21 Mar 2022
Contributed by Lukas
This week's interview marks 400 episodes of the On Brand podcast! First up, a special announcement from me. Then I'm joined by Eric Yaverbaum who lite...
Passion Brands vs. Rational Brands with Mathew Evins
14 Mar 2022
Contributed by Lukas
As Chairman and Co-Founder of EVINS Communication, Mathew Evins has built his career in service of iconic brands in food and spirits (including Maker’...
Keeping Your Brand Relevant with Jac Phillips
07 Mar 2022
Contributed by Lukas
Jac Phillips has worked across a variety of industries including technology, banking, payments, and retail. Her most recent gig was leading partnershi...
Brand Naming Best Practices with Rob Meyerson
28 Feb 2022
Contributed by Lukas
Rob Meyerson is a brand naming expert and author of the new book Brand Naming. And, as I said many times during the episode, “we don’t talk about ...
Building a Values-Based Brand with Aidan Fitzpatrick
21 Feb 2022
Contributed by Lukas
As founder of both Camo and Reincubate, Aidan Fitzpatrick has a history of building values-based brands. Keeping it simple, integrity-focused, and del...
Sponsorship Strategy with Ken Ungar
14 Feb 2022
Contributed by Lukas
Ken Ungar is the president of CHARGE, a national sponsorship consulting firm based in Indianapolis. Since 2006, CHARGE has served clients including Ho...
Creating World-Changing Brands with Radhika Dutt
07 Feb 2022
Contributed by Lukas
A startup marketing veteran, Radhika Dutt is the author of the new book Radical Product Thinking. Her experience has taught her that we don’t need m...
What Customer Loyalty Looks Like in 2022
31 Jan 2022
Contributed by Lukas
As President of Brand Keys, Robert Passikoff has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement In...
The Soulful Art of Persuasion with Jason Harris
24 Jan 2022
Contributed by Lukas
As Co-Founder & CEO of creative agency Mekanism, Jason Harris knows a thing or two about building brands. His goal is to bring the idea of persuasion ...
Brand Empathy & Experience with Jesse Purewal
17 Jan 2022
Contributed by Lukas
As Global Head of Brand at Qualtrics, Jesse Purewal is a leader in brand experience. How can brands build standout experiences? It all comes down to p...
Telling Magnetic Brand Stories with Gabrielle Dolan
10 Jan 2022
Contributed by Lukas
Gabrielle Dolan’s work spans from personal leadership communication to organizational communication. The bridge that unites these two domains is sto...
Building Your Personal Brand in the New Year with Lydia Pierre
03 Jan 2022
Contributed by Lukas
As we kick off the New Year, many are looking to build their own personal brand. Lydia Pierre is a branding coach and consultant. A self-branded “Co...
The Naughty and Nice Brands of 2021 with Matt Williams
27 Dec 2021
Contributed by Lukas
This week we have a special holiday episode of the On Brand podcast with the “Naughty and Nice Brands of 2021.” This seasonally appropriate snapsh...
Unplugging for the Holidays with Ginni Saraswati
20 Dec 2021
Contributed by Lukas
Ginni Saraswati is the owner and founder of Ginni Media and the Podcast Accelerator. Her work helps organizations and individuals tell their stories t...
How Marketers Should Plan for AI with Raj Venkatesan
13 Dec 2021
Contributed by Lukas
Raj Venkatesan is co-author of the new book The AI Marketing Canvas and a professor of marketing at the University of Virginia. This week he joined...
The Metaverse for Brands (Plus, On Brand Joins MPN!)
06 Dec 2021
Contributed by Lukas
“The metaverse will create gaps between the haves and have-nots that brands can fill.” In addition to breaking down the metaverse and leading the ...
What to Do If Your Brand Sucks with Ernie Harker
15 Nov 2021
Contributed by Lukas
“If you start off on the wrong foot and your brand isn't in line with the attitudes or personality of the brand, there's confusion.” Or, to put it...
Measuring Brand Dominance with Jonathan Tuttle
08 Nov 2021
Contributed by Lukas
“Good things take time to build.” In his work as Founding Director of the digital marketing agency Revenue Ascend, Jonathan Tuttle helps brands of...
Building a Social-First Brand with David Brickley
01 Nov 2021
Contributed by Lukas
“People want to interact with people—not brands.” David Brickley has been helping brands interact with their people through his agency STN Digit...
The Art of Visual Storytelling with Dan Roam
25 Oct 2021
Contributed by Lukas
“We are profoundly visual creatures. We respond to what we see more than anything else.” Dan Roam has spent his career helping people master the a...
Choosing Your Customer with Jonathan Byrnes
04 Oct 2021
Contributed by Lukas
“In the old days, branding was a very broad thing. Today it's picking your spot.” Jonathan Byrnes knows a thing or two about building a profitable...
Qualitative Research in Branding with Duane Varan
06 Sep 2021
Contributed by Lukas
“A lot of the assumptions we make are bad assumptions.” When it comes to making assumptions, sometimes we marketers can't help ourselves. To avoid...
How Native Ads Build Better Brands with Dan Greenberg
30 Aug 2021
Contributed by Lukas
“If you can design triggers into the thing someone’s already doing, you make advertising even more impactful.” Expanding the definition of adver...
What the Pandemic Means for Brands with Emmanuel Probst
23 Aug 2021
Contributed by Lukas
“The pandemic has forced brands to change the way they communicate and the way they operate.” As a research professor, author, and VP at Ipsos, Em...
Why Conflict Is Critical in Storytelling with Norman Bell
02 Aug 2021
Contributed by Lukas
“Storytelling is in the air for business but why is that? Why is it so important?” These questions and more were at the very heart of my interview...
Branding Through Science and Story with Jenna Arkin
12 Jul 2021
Contributed by Lukas
“Consumers seek authenticity and they’re getting better at weeding out the greenwashing the brands that don’t have the people, story, and herita...
Building an Influential Brand with Kyle Hjelmeseth
05 Jul 2021
Contributed by Lukas
“Influencers take the power out of the hands of those who used to tell us what we should like and not like. You've divested power to those bold enou...
Measuring Experiential Marketing with Jonathan Yaffe
28 Jun 2021
Contributed by Lukas
“I’ve been completely obsessed with this—not only how do we prove the ROI of these specific experiential programs but how do we do it at scale.”...
How Brands Can Overcome Chaos with Michael Zipursky
14 Jun 2021
Contributed by Lukas
“There was a big group of people who were able to fare very well during this time and it was those who took action.” As CEO of Consulting Success,...
Sonic Branding with Mastercard's Raja Rajamannar
31 May 2021
Contributed by Lukas
“If you look at designing a brand logo in a visual form, there’s an infinite amount of material. With sonic branding, you have no choice but to cr...
Future-Proof Your Marketing with Engelina Jaspers
24 May 2021
Contributed by Lukas
“Marketing's most fundamental role is understanding markets and consumers better than anyone else around. This past year has allowed us to pause and...
Using Smart Data to Fill Brand Gaps with Aimee Irwin
17 May 2021
Contributed by Lukas
“When you used to think about branding, you’d be thinking about advertising. Now it’s about building trust.” This week on the On Brand podcast...
Agile Marketing in Changing Times with Brian Gioia
10 May 2021
Contributed by Lukas
“Agile marketing is all about speed, transparency, and iteration.” In the face of a global pandemic, brand builders and marketers have relied incr...
How to Build a Purpose-Driven Brand with Katie Burkhart
03 May 2021
Contributed by Lukas
“As branders, the word soup is absolutely unbelievable.” Words matter. And if you like words as much as Katie Burkhart and I both do, you’ll lov...
Tom Peters on Practicing Extreme Humanism
12 Apr 2021
Contributed by Lukas
“Every day we spend with our fellow human beings, we can contribute to making their life a little bit better—making them a little bit smarter, a l...
Optimizing Your Marketing Mix with Bonnie Crater
05 Apr 2021
Contributed by Lukas
“There’s been a big change in how businesses went to market.” Through a storied career that has taken her from Netscape to Salesforce to Oracle,...
Customer-Focused Branding with FreshBooks’s Paul Cowan
29 Mar 2021
Contributed by Lukas
“I’m constantly coaching my team on how we market the marketing.” As CMO of FreshBooks, Paul Cowan has a lot on his plate—even marketing the m...
Influencer Marketing vs. Influence Marketing with Jason Falls
22 Mar 2021
Contributed by Lukas
"I've always considered public relations to be influencer marketing—you're trying to find a third party to borrow some trust from." When it comes to...
Neuromarketing with Matt Johnson & Prince Ghuman
15 Mar 2021
Contributed by Lukas
“I think you could have gotten away with mediocre branding before platforms like Amazon and Facebook came along.” However, today, the bar is set i...
Winning Hearts Through Branding with Evan Dash
08 Mar 2021
Contributed by Lukas
“When we stumbled into this, we didn’t know anything about branding. We just knew it was important.” ‘Stumbled into it’ is putting it mildly...
Focus Your Content Marketing with Steve Pockross
01 Mar 2021
Contributed by Lukas
“First, amplify what you’re doing really well and consider new channels. Second, if things aren’t going well you’ll need new channels!” This...
Transformation-Focused Branding with Allie Martin
22 Feb 2021
Contributed by Lukas
“I start with the transformation and work backward. What happens when the customer experiences your brand?” Allie Martin has a holistic approach t...
Positioning and Planning for Growth with Benjamin Shapiro
15 Feb 2021
Contributed by Lukas
“Planning is the most important part of everything we do.” And Benjamin Shapiro does a lot of things. He’s producer and host of the top-rated Ma...
Brand Strategy Is Defined by Choices with Peter Wilken
08 Feb 2021
Contributed by Lukas
“The best marketers never lose sight of their customers.” As a brand builder with years of agency leadership experience, Peter Wilken has seen it ...
Brand Reinvention During a Pandemic with Joseph Jaffe
01 Feb 2021
Contributed by Lukas
“There’s the story and there’s the story behind the story …” And Joseph Jaffe certainly has both to share as he has managed to rebrand him...
How Leaders Create Culture Virtually with David Burkus
26 Jan 2021
Contributed by Lukas
After a brief holiday hiatus, the On Brand podcast is back for 2021! And we're kicking things off with an exciting new topic and guest. As we've discu...
Social Impact in Small Bites with Angel Mason Broadus
21 Dec 2020
Contributed by Lukas
“What we're finding in nonprofit marketing today is that it's really about helping people see the impact they're having.” As co-owner of Puzzle Pi...
How to Build an Unignorable Brand with Peter Levitan
14 Dec 2020
Contributed by Lukas
“The people that can parse out what to do—that can figure out the best media mix are going to win in this game because there’s just too much.”...
Using AI to Simplify Logo Design with Richard Lau
07 Dec 2020
Contributed by Lukas
Using AI to simplify logo design? How would that even work? Richard Lau is a serial entrepreneur who's launched several helpful businesses that he's e...
Marketing with Empathy and Gratitude with Rob Volpe
30 Nov 2020
Contributed by Lukas
“Empathy is something that every human has but our empathy muscle has atrophied.” This week on the On Brand podcast, we talked about a timely, rel...
The On Brand Thanksgiving Special with Joseph Jaffe
23 Nov 2020
Contributed by Lukas
My guest this week is … me, Nick Westergaard! Specifically, I’m sharing a recent interview I did with Joseph Jaffe for his innovative web series C...
Why Licensing Is Invisible Marketing with Jeff Lotman
16 Nov 2020
Contributed by Lukas
“People put a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think of. ...
Unlocking the Power of Video Storytelling with Doug Scott
09 Nov 2020
Contributed by Lukas
“I don’t think enough thought goes into how to translate brand style guides into visual videos.” As the founder and CEO of Tectonic Video with a...
Turning CPG Branding Upside Down with Michael Keplinger
02 Nov 2020
Contributed by Lukas
“The marketplace has changed so much—there are so many brands on the retail shelf—the packaging is all there is. We turn the traditional brand d...
Developing a Strong Brand Name with Brad Flowers
26 Oct 2020
Contributed by Lukas
“We have to put aside our personal preference and put in the time to figure out what really works for what the client needs.” This is a challenge ...
Building Brands That Create Social Impact with Eric Ressler
19 Oct 2020
Contributed by Lukas
“All companies and all brands should be working toward being the best version of themselves that they can be across all lenses of their impact on th...
Designing a Meaningful Brand Experience with Daniel Scrivener
12 Oct 2020
Contributed by Lukas
“You always have to look inside to really understand. Because all design at the end of the day falls flat if it doesn’t connect with customers—i...
Hunting for Killer Branding with Ryan Hogan
05 Oct 2020
Contributed by Lukas
“When you talk about brand you immediately go to marketing. But brand is how something from a company makes you feel. That transcends marketing.”...
Adapting to Industry Shifts with David Bates
28 Sep 2020
Contributed by Lukas
“We can shake our fist at it or we can ride the wave. I don’t think I’ve ever seen a scenario where someone’s shaken their fist at what’s de...
Finding Your Brand Personality with Margie Agin
21 Sep 2020
Contributed by Lukas
“You can start with a catchy tagline but you can’t stop there.” Margie Agin helps B2B technology companies discover what makes them unique and f...
Content Creation vs. Content Production with Brad Smith
14 Sep 2020
Contributed by Lukas
“The key is not to create unique content for all of these different places. The key is to create one really good, deep piece of content that’s goi...
Embracing Brand Vulnerability with Margaret Rogers
07 Sep 2020
Contributed by Lukas
“This is the moment that people will remember for a much longer time—the brands and how they react and how they help to create a mutually benefici...
Ramping Your Brand with James Richardson
31 Aug 2020
Contributed by Lukas
“Until you have decent consumer intelligence and some competitive market information from the cash register, you don’t have the basis for what I w...
The Golden Rule of Branding with Emily Soccorsy and Justin Foster
24 Aug 2020
Contributed by Lukas
“The old world of branding is falling away and it’s being replaced by intrinsic branding—this idea that if you get your inner world right, then ...
Why Context Is the Future of Marketing with Mathew Sweezey
17 Aug 2020
Contributed by Lukas
“When new technology comes out, we use it in the old ways that we know. With the internet, it was free publication. So we made websites. We didn’t...
Creating Superfans Internally and Externally with Matt Barnett
10 Aug 2020
Contributed by Lukas
“The most important part of any brand is the team.” Matt Barnett would know. A serial entrepreneur, Matt’s latest venture is Bonjoro, a B2B asyn...
How to Be a Forever Brand with Robbie Kellman Baxter
03 Aug 2020
Contributed by Lukas
“Any subscription brand needs to know—what problem am I solving for my customers? What’s our forever promise?” With a career building subscrip...
Evidence-Based Brand Building with Marc Guldimann
27 Jul 2020
Contributed by Lukas
“Duration is the perfect proxy for attention.” Marc Guldimann has spent his career at the intersection of two scientific fields—human decision m...
Mastering One Voice with Toby Murdock & Zoë Randolph
20 Jul 2020
Contributed by Lukas
“It’s about getting people to create less content but also more meaningful content.” Amen. This week’s guests aren’t just content marketing ...
The Importance of Imperfect Action with Ashley Shuler
13 Jul 2020
Contributed by Lukas
“There’s a shift that’s taking place that’s requiring a response. Now people are saying—action.” Ashley Shuler is a business strategist wh...
Building the HBO Brand with Jason Mulderig
06 Jul 2020
Contributed by Lukas
“When it comes to HBO it’s really about quality, distinction, and uniqueness. And looking for stories that haven’t been told before.” As Senio...
Rebranding Best Practices with Jim Heininger
29 Jun 2020
Contributed by Lukas
“Rebranding itself signals change.” Change is something that Jim Heininger focuses on extensively in his work as the leader of not one but two age...
Reclaiming the African American Narrative with Faith McKinney
22 Jun 2020
Contributed by Lukas
“As African Americans, we’ve given up our narrative. It takes away our humanity. We have human stories just like everyone else—it’s just that ...
Brands Have to Do Better on Race with Katie Kern
15 Jun 2020
Contributed by Lukas
“Enough is enough. It’s the responsibility of companies to stand up.” Following the murder of George Floyd, the nation has seen a critical shift...
Creating a Powerful Personal Brand Empire with Laura Bull
08 Jun 2020
Contributed by Lukas
“The person is a product themselves—regardless of what they’re selling.” As one of the youngest executives in the history of Sony Music Entert...
Mastering Omnichannel Marketing with Rytis Lauris
01 Jun 2020
Contributed by Lukas
“Marketing is becoming more mathematical. You have to start reading the signals of what your customers are telling you.” Ominsend Co-Founder and C...
Tom Peters on Leadership in Troubling Times
25 May 2020
Contributed by Lukas
Two years ago I was fortunate enough to interview one of my business heroes—management legend and author Tom Peters. This was a once-in-a-lifetime p...
Mastering Agile Marketing with Andrea Fryrear
18 May 2020
Contributed by Lukas
“Agile marketing is about focus, quality, and planning. We have an ultimate destination. We’re just more flexible about the path we take to get th...
Blurring the Lines of Branding & Storytelling with Lee Tone
11 May 2020
Contributed by Lukas
“People are smart about how they can avoid advertising at all costs. You have to present them with a story they want to hear and use the brand in su...
Creating a Content Performance Culture with Christoph Trappe
04 May 2020
Contributed by Lukas
“In digital you can constantly keep going—if you had a good play celebrate it and see how you can evolve it from there.” In a career that starte...
Building Brand Loyalty Through Customer Listening with Rob Markey
27 Apr 2020
Contributed by Lukas
“In times of crisis, as leaders, we often want to clamp down—command and control. We go into bunker mode.” However, customer loyalty is best bui...
Radical Relevance in Turbulent Times with Bill Cates
20 Apr 2020
Contributed by Lukas
“It’s a time to double down on your value—your why.” During Bill Cates's storied career as an entrepreneur and relationship marketing expert, ...
Why Marketers Need to Help More with David Newman
13 Apr 2020
Contributed by Lukas
“It is absolutely a time to help more and to serve more but it is not a time to sell or market any less.” David Newman is all about getting things...
Rethinking B2B Branding in Turbulent Times with Ana Raynes
06 Apr 2020
Contributed by Lukas
It’s a different time for marketers and brand builders across the board. But what about B2B marketers? What’s different for them in the face of CO...
Sharpen Your Message into a Velvet Machete with Amber Hurdle
30 Mar 2020
Contributed by Lukas
“People are going to have a favorable impression of your brand or a negative impression of your brand. Then, when you add social media reach on top ...
Game-Changing Brand Strategy with David Aaker
23 Mar 2020
Contributed by Lukas
“Branding people have not formally gotten into the strategy world.” And vice versa. And that’s a problem according to branding and marketing leg...