Brand Collective

Dave Stangle is a self-described dog person. And so is the audience of BARK, where he’s VP of Brand Activation. Instead of sticking to the usual marketing playbook, BARK dove into what dog lovers truly crave and delivered with flair — think BARK Air and buzz-worthy campaigns. Dave’s insight? The real marketing magic lies in truly knowing your audience. It’s all about blending genuine understanding with creativity to create something exceptional.

Key Takeaways: 

• Dave shares why he thinks the top marketing metric is affinity and just how important it is in building a brand.
• We chat about why Dave’s biggest learning from working at BARK is maintaining an entrepreneurial spirit.
• Dave details how dogs have evolved to be part of the family, leading BARK to create a whole world of fun and engaging content for pups and their people.

From micro-creators to global celebrities, content creators now drive major business. Amazon Europe’s Head of Creator Marketing and Head of Influencer BD talk about their roles in helping creators monetize and grow, discussing how authenticity and credibility remain at the heart of their success. Learn how being true to your niche leads to stronger, more engaged communities.

Key Takeaways: 

• Find out why keeping it real matters to content creators’ growth. 
• Learn how niche branding helps creators stand out, spark connection, and grow communities that care.
• Unpack the global differences in the creator economy, from audience engagement strategies to brand partnerships.

Sarah "Val" Valente of Berklee College of Music talks about the importance of spotlighting student creativity and nurturing artistic growth when marketing creative institutions. Tune in as we chat about tailoring marketing to students and alumni, creating local creative ecosystems, and being in the business of supporting big dreams.

Key Takeaways: 

• We talk about marketing tailored to creatives in multiple stages of their journey, from student to parent to alumni.
• Learn how Berklee achieves long-term brand appeal by ensuring their degrees support students beyond their time at school.
• We explore the impact and responsibility of creative institutions who ethically support the dreams of their students and faculty.

In this special episode of the podcast, hosts Beth Bradley and Nick Ross speak with attendees live at ENGAGE, our annual customer conference. Tune in to hear some rapid fire takes on the best brand campaigns, the worst marketing buzzwords, and more!

Key Takeaways: 

• Mark Mader, Smartsheet CEO, shares his favorite brand campaign (hint: this brand does very little marketing).
• Smartsheet customers share the buzzwords they’d prefer to never hear again.
• What’s the best piece of marketing swag you’ve ever received? Nick & Beth uncover some fan favorites. 

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.

Key Takeaways: 

• We chat about the vulnerability of being creative. 
• We explore brand strategy and why branding is more than just the messaging and the visuals.
• Tim details how creating a safe space for criticism elevates creative culture.

Introducing your new robot assistant. Brooklyn-based AI evangelist Michael Francello explores the ethical use of AI in marketing and how responsibly embracing tech advancements can propel society forward. Tune in to learn about creator consent, the ethics of language and image model training, and how to use AI to do more than just put a cat on a skateboard.

Key Takeaways: 

• We chat about the rights of creators and the importance of consent, compensation, and transparency in AI model training.
• Weigh the value of AI in customizing marketing messages and analyzing data, against the broader societal impacts, like job displacement and mental health.
• Learn how to harness AI responsibly and the importance of skepticism, not cynicism.

Prepare to challenge assumptions about “Big Pharma” and clinical trials. Celerion Executive Director Angie Badgett offers a fresh perspective on marketing clinical research studies to the public. Angie discusses translating scientific terms, infusing regulatory compliance with creativity, and humanizing the pharmaceutical industry. Tune in to learn why you shouldn’t believe everything you see on Netflix, and what it takes to build a reputable brand with real customer relationships. 

Key Takeaways: 

• We explore key challenges and solutions when it comes to working with marketers and creatives in highly regulated industries. 
• Didn’t expect a clinical research organization to be on TikTok? Angie explains why social and word-of-mouth marketing are instrumental to Celerion’s success. 
• As a 19-year Celerion veteran, Angie discusses what it takes for a company to create a culture of employee loyalty and long-term satisfaction.
• We learn about the four levels of conversion that Angie and her team use to measure the impact of their marketing initiatives.

If you watched a Buzzfeed video between 2015 and 2019, chances are you’ll recognize Chantel Houston. Whether producing viral videos for some of the biggest entertainment brands on the internet or creating mission-driven content in her latest role as Content Director at Farm Sanctuary, Chantel has learned that the best work comes from following your passions. Each pivot in her career journey has expanded her skillset and taught her to get into the mindset of a new audience. In this episode, she shares her strategies for making impactful content (which sometimes includes musical chickens), how she approaches the challenge of converting viewers to followers, and why she never regrets trying something new. Tune in to learn more about making the first three seconds of a video count and — since we’re on the theme of reinvention — Taylor Swift and Beyoncé, of course!

 In a fast-paced, creative career like copywriting, you have to be able to think on your feet — a skill Winston Noel, Associate Creative Director at Ogilvy, first learned as an improv comedian. Offstage, saying “yes, and” to ideas and opportunities has been the cornerstone of his career journey. In this episode, Winston shares how he went from managing the Twitter account for “Dancing with the Stars” (back when it had 99 followers) to shaping major campaigns at a world-renowned advertising agency. He reveals how a background in improv — the ultimate masterclass in collaboration and navigating feedback — has made him a better creative thinker and partner. Tune in to this star-studded episode to learn more about teamwork, overcoming writer’s block, and what it’s like to have your script marked up by the great Stanley Tucci.

Key Takeaways: 

• We talk about how to keep critical feedback from sinking in — and the secret to refilling your creative tank.
• Ever wonder what it’s like to work on campaigns with celebrities? Winston takes us behind the scenes.
• We discuss why some brands are better at being funny, and why comedy and copywriting don’t always mesh.
• Winston shares what makes a great creative partnership work.

Winston Noel is an Associate Creative Director at Ogilvy, managing high-profile clients like Philips, Instagram, S. Pellegrino, and the ERA Coalition. Beyond his expertise in copywriting, he co-created and starred in the popular comedy podcast Mission To Zyxx. Additionally, he performs regularly at the Upright Citizens Brigade Theater.