Brand Enabled: The Human Stories Behind Branding

What happens when companies chase metrics instead of meaning? Former Nike marketing leader Lisel Welden shares powerful insights from her decade-long journey shaping iconic brands like Nike, Lyft, and Stitch Fix.

Drawing from her experience leading Nike's first unified Black History Month campaig...

How does a tech company turn a simple sound into one of the world's most recognizable audio marks - second only to a baby crying? Former Intel Global Brand Director Merlin Kister reveals the strategic thinking behind Intel's most iconic brand elements during his nearly two-decade tenure.

From simplifying product naming with the Core i3/i5/i7 system to creating Intel Gamer Days - an experiential event that expanded globally - Kister ...

What if you could completely reinvent higher education from the ground up? While most universities still follow a centuries-old model of lectures and tests, Minerva Project has created a radical new approach to learning that's challenging the status quo of higher education.

Ayo Seligman, VP o...

How do you build brand credibility in an engineering-driven company where logos on napkins seem more important than strategic narrative? 

After 15 years at NetApp, Emily Miller has mastered the delicate balance between education and execution in the B2B tech space. From transitioning fro...

In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:

• The evolution of FedEx's brand architecture and the challenges of integrating acquisitions

Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles⁠⁠. Monica shares her wealth of experience and offers valuable insights on:

• The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business s...

Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.

Holly brings her wealth of experienc...

In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this sk...

At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what ...

Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the fina...

Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from im...

In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains ...

When Jackson Health System in South Florida was facing bankruptcy, the government-owned brand orchestrated a remarkable turnaround through a series of changes. Our host, Gabriel Cohen, along with Matthew Pinzur, Jackson Health System’s Senior Vice President and Chief Marketing Officer, discuss this inspiring story of how bringing in a new CEO, modernizing their marketing tactics, and restructuring their team proved to be the succes...

Brand loyalty today is not about what you sell; it's about the authentic connection you create. Today, Slate Olson, Chief Marketing Officer at LOGE Camps, discusses the future of brand marketing. Slate explains how the definition of brand loyalty is changing and how innovative strategies can disrupt the status quo. He breaks down the essential elements of a successful brand, emphasizing the role of authenticity, commu...

Sometimes, having the best product doesn’t guarantee success. It can be beaten by a superior brand. This episode’s guest has a fascinating story about this. Gabriel Cohen interviews Justin Steinman, whose career that took him from GE Healthcare Digital to Novell taught him great lessons he was able to apply to the rebranding at Definitive Healthcare as its Chief Marketing Officer. From leadership to marketing lessons...

Companies that have been existing for a long time will inevitably undergo rebranding to keep up with the ever-changing customer and market demands. Alejandro Yu, Vice President of Marketing at Raiz Federal Credit Union, shares his most important rebrand lessons focused on moving forward while keeping heritage intact. Joining our special guest host Brian Elkins, he explains every single thing they had to ...

Despite being an important part of our world today, the financial services industry often has subpar marketing strategies. Perhaps that is why these companies feel very similar and even lack that human connection. If you are part of this side of the world, how can you create that differentiation? For Alec Hanson, the Chief Marketing Officer at loanDepot

In the ever-shifting landscape of marketing, adaptability and innovation are key. Join us in this episode as Gabriela Henault, the Chief Marketing Officer at AlphaSights, discusses how brands can leap into a new era. With a passion for collaboration and an eye for detail, Gabriela shares how brands can navigate the complexities of client-side demands while staying true to their core identity. Discover the critical role of collabora...

Iconic brands are those who have become household names and dominated the market for a long time. But reaching such a point and maintaining this status is easier said than done. Gabriel Cohen sits down with Ian Stewart, CMO of Wedge Brands and Xcel Wetsuits, to discuss how the biggest brands like Nike and Converse studied the latest trends and integrated them into their marketing decisions and overall business p...