The coronavirus has changed everything. In the fifth in a series of special Brand Lab Series™ episodes, we talk about the implications of reopening the economy with Bob Moesta. Bob is the President and CEO of ReWired Group, an adjunct lecturer at Kellogg, a guest lecturer at Harvard and MIT, and a research fellow at the Christensen Institute. In this episode with Bob , you’ll learn about… Prototyping for the Future Becoming Comfortable with New Processes Pent Up Demand E-learning Innovation The ...
May 03, 2020•41 min•Season 6Ep. 99
The coronavirus has changed everything. In the fourth in a series of special Brand Lab Series™ episodes, we talk about how to rethink Sales and Marketing with Erin Kelly. Erin is the Vice President of Sales and Marketing at Network Health, a Wisconsin-based health insurance company. In this episode with Erin, you’ll learn about… Pivoting Sales in Our New "Virtual Reality" Maintaining Corporate Culture While Working Remote Fostering an Environment of Innovation Giving Back to Local Small Business...
Apr 20, 2020•20 min•Season 6Ep. 98
The coronavirus has changed everything. In the third in a series of special Brand Lab Series™ episodes, we talk about how to rethink physical and mental health with Allison English . Allison is a yoga instructor and Founder of Yoga By Allison. She teaches regularly at Equinox in Chicago and leads yoga retreats worldwide. In this episode with Allison, you’ll learn about… Handling Anxiety in the Face of Uncertainty Implementing Meditation into your Life The Proliferation of Online Fitness Options ...
Apr 15, 2020•40 min•Season 6Ep. 97
The coronavirus has changed everything. In the second in a series of special Brand Lab Series™ episodes, we talk about how to rethink business planning with Rob Pasquesi. Rob is the President and CEO of Pasquesi Partners, a cloud-based tax and business strategy firm. His team advises startups, entrepreneurs, and businesses. Prior to starting his own firm in 2015, Rob was at Deloitte and Grant Thornton working with some of the world's top companies. In this episode with Rob, you’ll learn about… P...
Apr 09, 2020•29 min•Season 6Ep. 96
Bob Moesta is the President and CEO of ReWired Group, an adjunct lecturer at Kellogg, a guest lecturer at Harvard and MIT, and a research fellow at the Christensen Institute. In this episode with Bob , you’ll learn about… Finding New Struggling Moments Making the Most of this Anomaly The Importance of Time Intent vs. Perception Iterating to Learn “It is about putting on a pair of lenses to find the good that come out of this and figuring out what you can do today to get there faster.”...
Apr 05, 2020•41 min•Season 6Ep. 95
In this episode with USA Basketball Foundation Executive Director, Killian Anderson , you’ll learn about… Maximizing a Lean Team Handling Brand Crisis The Correlation Between Athletics and Lifelong Success Youth Development and Outreach Finding and Reaching New Audiences The 2020 Tokyo Olympics "If we are focused on building champions in life and in communities, we are going to win a medal on the way by, but what we’re really going to have is people that make significant contributions to the wor...
Dec 16, 2019•38 min•Season 5Ep. 94
In this episode with Engineer and Entrepreneur, Bob Moesta you’ll learn about… Flaws in Sales Training and Education What Causes People to Buy How Employees Hire and Fire Companies Breaking Away from a Feature-Function Focus Why Time is More Valuable Than Money "Consumers don't care about features and benefits, they care about outcomes."
Dec 02, 2019•39 min•Season 5Ep. 93
In this episode with CultureIQ Vice President of Marketing, Sheridan Orr, you'll learn about... Culture as a Competitive Advantage Making Human Decisions from Data Keeping Marketing Fun The Convergence of Culture and Brand Buyer Segments and Personas "Can you not only withstand being disrupted but can you become the disruptor?"
Nov 18, 2019•28 min•Season 5Ep. 92
In this episode with Schneps Media Publisher, Victoria Schneps, you'll learn about... Having a Voice in the Community How to Create Attention-Grabbing Content Providing a Consistent Brand Experience Staying Ahead of Industry Disruption and Change Tackling Mistrust in Media Today "The power of our success is staying true to our neighborhoods and reporting the local news."
Nov 11, 2019•23 min•Season 5Ep. 91
FCB is one of the largest global advertising agency networks in the world. FCB Chicago boasts a massive portfolio with clients including Michelob Ultra, GLAD, Milk Bone, Fiat, Maserati, Jack Daniel's, and more. The people at FCB describe themselves as the industry’s largest startup – the oldest and newest advertising agency in Chicago. Founded in 1873 as Lord & Thomas and reintroduced as Foote, Cone and Belding, they strive to create big transformative ideas that drive change. This year, FCB...
Oct 28, 2019•28 min•Season 5Ep. 90
In this episode with Chevron Corporate Brand Advertising Executive, Andrea Donatucci, you'll learn about... The Evolution of Digital and Tech in Marketing The Pace of Change and Operating in Ambiguity How Augmented Reality Creates Unique Brand Experiences Cultivating Productive Agency/Client Relationships "With VR and AR, the technology works really well when you have a story that involves taking your audience to a place that they could not get to themselves.”...
Oct 21, 2019•33 min•Season 5Ep. 89
In this episode with Merrick Pet Care's VP of Marketing, Barbara Liss, you'll learn about... Marketing in an Emotional Category E-commerce vs. Brick and Mortar Health and Wellness Trends Brand Loyalty and Delivering on Marketing Promises Authenticity in Leadership "It isn’t rocket science, it’s just, ‘I love my dog. I am the caregiver. I want to make sure I’m giving them what’s best.’ And that’s where we’re making sure that we continue to innovate and deliver on what our pet parents expect.”...
Oct 14, 2019•27 min•Season 5Ep. 88
In this episode with Signify's Head of Co-creation and People Insight, Maarten Pieters, you'll learn about... The Complete Co-creation Journey The Value of Inclusivity in Design The Potential Dangers of Growth Co-Creation in B2B vs. B2C Industries Smart Lighting and IOT "If we focus on creating true value for our customers, they will connect with us and our organization will flourish.”
Oct 07, 2019•39 min•Season 5Ep. 87
Bob Moesta is an entrepreneur at heart and engineer by trade. As one of the principal architects of the Jobs to be Done theory, along with Harvard Business School Professor Clayton Christensen, Bob applies the innovation framework to everyday business challenges. Over his career, Bob has developed and launched over 3,000 products. In 2019, he co-authored his latest book Choosing College on how to make better decisions about learning. In this Greatest Hits episode, you'll learn... Why marketers a...
Sep 23, 2019•32 min•Season 5Ep. 86
In this episode you'll learn about... Lags in the Construction Industry Design as a Product The Labor Shortage Technology and Construction Potential Industry Disruption "Most of the industry is run by fear and intimidation because that’s the way we’ve always done it. It’s really a culture of work harder not smarter.”
Sep 16, 2019•39 min•Season 5Ep. 85
In this episode you'll learn about... The Agency Life vs. the Brand Life The Secret to Climbing the Corporate Ladder Misperceptions of the CMO Role Aligning Sales and Marketing Managing Diverse Personalities and Roles Women in Leadership Evolved Selling "A key word for me is being uncomfortable. Uncomfortable is my default setting. I know that if I’m not uncomfortable, then I’m not learning.”
Sep 09, 2019•38 min•Season 5Ep. 84
In this episode you'll learn about... The Definition of Cybersecurity Cybersecurity as a People Problem vs. Technology Problem The Security Risks of AI Improving Cybersecurity Marketing and Cybersecurity Growth vs. Scale "Technology is only as good as the ability for people to use it correctly in order to protect them and their data."
Aug 27, 2019•38 min•Season 5Ep. 83
In this episode you'll learn about... Commercial IOT vs. Consumer IOT Smart Homes and Appliances Commercial Security and Facial Recognition Protecting What Matters Most Machine Learning and Cognitive Computing The Dance Between Technology and Outcomes Product Management Best Practices "What we're helping to protect is not just what matters, but what matters most.”
Aug 19, 2019•32 min•Season 5Ep. 82
In this episode you'll hear about... Ownership and Enforcing IP The Importance of IP in a Digital Age Quasi-IP Patent Trolls How Blockchain will Change Patents Creating Digital Properties IP and China “I deal with really smart, creative people, who are at the forefront of their industry, and I’m dealing with an area of law that is extremely important to the United States.”
Aug 12, 2019•29 min•Season 5Ep. 81
Today's consumers are digitally empowered, which changes how brands interact with consumers. Although financial services is a highly regulated industry, consumers have come to expect a seamless technological experience. Ainslie Simmonds, Vice President and Head of Digital at Pimco, explains the evolution of digital consumerism, and how that is seen in financial services. "There are a lot of resources and a lot of really intelligent people that can help shape this new world and I think it’s a com...
Aug 05, 2019•36 min•Season 5Ep. 80
The health insurance industry as a whole has always lagged behind in terms of customer experience. Jane Hayes, who has spent her entire career at Health Alliance , recently moved into the Chief Experience Officer role. In this episode, Jane explains how she has improved customer experience in an industry with not only historically low customer satisfaction ratings, but also a great deal of regulations. "Anytime that we get to interact personally with customers, is a great opportunity to learn fr...
Jul 29, 2019•22 min•Season 5Ep. 79
We live in a digital era. Consumers are technologically empowered and they demand interactions tailored to their digital savviness. Jonathan Copulsky , Professor at Northwestern 's Kellogg School of Management and Medill School of Journalism, and former Deloitte CMO, understands that chatbots are the future of customer experience. Jonathan talks digital transformation, Martech, voice, and more on the Brand Lab Series™ podcast. "All the things that I do, I learned from watching, observing, and si...
Jul 22, 2019•42 min•Season 5Ep. 78
If you are pitching your products or services with powerpoint presentations, you are not speaking to the modern buyer. Sales enablement equips sellers with the tools, content, and information necessary to effectively sell to today's buyers. Rita Patel Jackson, VP of Product Marketing at Showpad , has spent her career chasing the next big thing in technology. Her resume is full of big brand names including IBM , Motorola, and GE Healthcare. In this Brand Lab Series™ podcast episode, Rita discusse...
Jul 15, 2019•31 min•Season 5Ep. 77
Marketing, specifically social media marketing, can be very difficult in regulated industries such as healthcare or financial services. These industries have a lot of rules around messaging that can easily stymie creative thinking. Shannon Paul, VP of Brand Content and Social Media at Fifth Third Bank, has broken through the noise and learned how to stay social in financial services. In this episode, Shannon shares her secrets to staying personal and timely on social, she explains what makes a g...
Jul 08, 2019•37 min•Season 5Ep. 76
SOPHIE EVANOFF, PRESIDENT, VANILLE PATISSERIE ON THE BRAND LAB SERIES™ EP 74 The Business Behind Baking Growing a Luxury Brand The Vanille Way Unique Locations Sophie’s Secret Ingredient Sophie Evanoff is the President of Vanille Patisserie, a bakery specializing in authentic French pastries, desserts, and cake. Sophie discovered her love for pastries at a young age and knew she knew she wanted a career in the pastry arts. However, it wasn't just about the pastries, it was about the business. Sh...
Nov 20, 2018•17 min•Season 4Ep. 74
LATANE CONANT, CHIEF MARKETING OFFICER, 6SENSE ON THE BRAND LAB SERIES™ EP 73 An A-typical Career Start ABM’s Impact on Brands The Global CMO Role Finding The Best Talent The MarTech Landscape The Customer Experience Ecosystem 6Sense is a B2B predictive intelligence engine for marketing and sales. They accelerate sales by finding buyers at every stage of the funnel. While sales, accounting, and consulting are not your typical CMO background, Latane Conant is not your typical CMO. She thrives on ...
Nov 13, 2018•24 min•Season 4Ep. 73
KILLJAN ANDERSON, EXECUTIVE DIRECTOR, THE PAT TILLMAN FOUNDATION ON THE BRAND LAB SERIES™ EP 72 Living and Sharing Pat's Legacy The Tillman Scholars Staying Lean and Agile Maintaining a Diverse Fundraising Portfolio Nike and Colin Kaepernick The Importance of Storytelling Pat Tillman was a professional American football player in the NFL who gave up his athletic career to enlist in the US Army following the September 11th attacks. He served several tours of combat before being killed in Afghanis...
Nov 06, 2018•20 min•Season 4Ep. 72
RAJESH KARMANI, CHIEF TECHNOLOGY OFFICER, FARMER'S FRIDGE ON THE BRAND LAB SERIES™ EP 71 Changing the Status Quo Smart Fridge Design Customer Experience and Data OpsTech Employee Advocacy Marketing to New Audiences Farmer's Fridge is a venture-backed start-up on a mission to make fresh food available 24/7 through a growing network of 110+ smart, self-serve fridges. Rajesh Karmani is the CTO of Farmer's Fridge. He oversees all technology projects including fridge IoT software, mobile and web appl...
Oct 16, 2018•28 min•Season 4Ep. 71
KELLY GRAVES, CHIEF MARKETING OFFICER, FCB CHICAGO ON THE BRAND LAB SERIES™ EP 70 Agency CMO vs. Brand CMO Today's Competitive Agency Landscape How Agencies Have Evolved Recruiting Top Talent Leveraging Technology FCB is one of the largest global advertising agency networks in the world. FCB Chicago boasts a massive portfolio with clients including Michelob Ultra, GLAD, Milk Bone, Fiat, Maserati, Jack Daniel's, and more. After 17 years as an account person, Kelly Graves became the first Chief Ma...
Oct 16, 2018•30 min•Season 4Ep. 70
Cheryl Moe Capgemini's Head of Marketing for Manufacturing, Automotive, and Life Sciences on the Brand Lab Series™ Ep 68 Marketing with a Capital M The American Marketing Association Rebranding Finding Inspiration Marketing to Children Work-Life Balance Cheryl Moe is Capgemini's Head of Marketing for Manufacturing, Automotive, and Life Sciences. At Capgemini, they believe that the value of technology comes from and through people. The company creates and delivers tech solutions to fit customer n...
Jan 09, 2018•25 min•Season 3Ep. 68
