Brands In Action

What happens when the host becomes the guest? Today, David Baldwin sits on the other side of the microphone to talk with Mitch Bennett, the ECD who took over creative duties for David, and Ashley Yetman, Co-CEO and head of strategy at Baldwin&, who recently bought the agency. Join us for a fun discussion about what it was like building three purpose-based brands, the power of creativity, and what retirement might look like for someone who can't stop creating things.

00:18 - David Intro

03:12 - David's Story/Podcast Purpose

09:20 - Balancing starting an agency with purpose

12:03 - David's Core Beliefs

14:31 - HB2 and Ponysaurus

20:31 - Creativity going forward

23:17 - Determining how to choose which idea comes next

26:54 - Stepping away and being held accountable

31:34 - How did you pull off the transition

https://www.baldwinand.com/
https://www.ponysaurusbrewing.com/
https://takeyourseat.co/

Mariah Eckhardt runs one of the coolest natural brands going, and one of the OG purpose brands at that. On today’s episode, we talk with Mariah about how running everything at Burt’s Bees – from PR and promotions to marketing and everything in between – has led her to know and live this brand, inside and out. She also talks about how their purpose drives everything they do, not just the communications.

00:18 - Mariah Intro

02:10 - Mariah's background

07:37 - Burt's Bees Mission

09:48 - How does Burt's Bees fit into the natural marketr

14:34 - Customer trust driving other products

16:29 - Who are Burt and Roxanne

22:34 - How does Burt live on now in the brand

24:28 - Other Iconography

26:10 - Conscious Beauty

31:31 - Where can the brand go that it hasn't and vice versa

37:28 - How did Burt's Bees influence Clorox

39:50 - Influencers and Social Media

Bojangles is an iconic Southern brand with a storied past and some pretty famous fried chicken around these here parts. Today, Bojangles Restaurants CMO Jackie Woodward talks about what it’s like to market a brand that is entrenched in the South and to take it to greater heights than ever before. Give it a listen.
 

00:18 - Jackie Intro

01:21 - How Jackie got to Bojangles

04:20 - What is Bojangles

09:22 - Bojangles "Southern” branding

14:03 - Tailgating

16:32 - Telling the Bojangles brand story

19:05 - Tone of Voice

19:52 - Hard Sweet Tea

22:35 - Testing/Research

24:03 - Championing Women Executives

26:35 - Where to find Bojangles

Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.

00:18 - Christa Intro

01:22 - Director of Purpose and Consumer Communication Role

02:34 - Path to this role

04:49 - Work/Life Balance

06:11 - Purpose defined by Butterball

12:42 - Iconography

13:22 - Challenges of being popular in specific seasons

16:37 - Turkey Talk Line

17:17 - Tone of Voice

18:29 - Branching outside of tukey

20:10 - Jimmy Fallon

22:11 - Influencers

26:17 - Driving the message for customers

27:28 - Where are you in driving the purpose throughout the entire organization

https://www.butterball.com/

Philip Freeman is a walk-the-talk kinda guy in every aspect of his life. As the founder of Murphy's Naturals, he's building a company that brings natural mosquito repellents to the world that are good for you and good for the environment at the same time. They call their philosophy DOG – Do Others Good. Philip uses the Murphy's brand and mission to drive everything they do, and they're growing like crazy – so maybe give it a listen.

00:18 - Philip Intro

01:13 - Murphy the Dog

02:40 - How did your background lead you here

05:16 - Formulation

09:50 - B-Corp Status

13:49 - The Dog Philosophy

16:53 - Articulation of Brand's Purpose

18:51 - Driving Culture

22:01 - Company Traditions

23:48 - Getting customer onboard

28:47 - What are you most proud of at Murphys

29:41 - The Loading Dock

32:18 - How can people find you?

Additional Resources: 

https://www.murphysnaturals.com/

We’re talking education this week with Quinn O’Brien, CMO at Carnegie Learning, which is the leading brand for education tools and methods. Quinn brings his experience working on mega brands like IBM, Volkswagen, and Lenovo to the space where Carnegie is dedicated to helping teachers create more “Aha!" moments” for students. Quinn has a lot of marketing wisdom, give him a listen.

00:18 - Quinn Intro

02:14 - Journey to current position

05:26 - Lenovo and IBM

10:47 - How did those experiences leave a stamp on you

15:27 - Unpacking Carnegie's offerings

23:09 - Carnegie Mission

25:46 - Biggest challenges

27:27 - What role do the parents play

29:14 - How do you advertise most effectively

30:30 - Brand Articulation

33:22 - The future of learning

35:54 - Tone of Voice

41:18 - Being an objective voice in education

https://www.carnegielearning.com/

Join us for an inspiring conversation with Christopher Symmes, Director of Marketing at Unilever where he manages their dressings line, including Hellmann’s, Sir Kensington’s, and Maille. Christopher is a living, breathing adherent to Brand Purpose and showing how it can drive your business – not just your advertising – to foster growth and create change. In fact, sometimes Brand Purpose isn’t part of the advertising at all.
 

00:18 - Christopher Intro

01:18 - What brought you to Unilever

06:50 - How do you define brand purpose and how does that fit at Unilever

13:17 - Super Bowl Commercials / Brie and Ham

18:56 - Does the purpose of food waste live outside of Hellman's within Unilever

19:54 - Does every Unilever brand have a social good component

22:26 - Customer feedback

25:21 - Other adjacent brands and their purposes

29:25 - How does your personal purpose manifest itself professionally

34:18 - Googling Hellmans Food Waste

Brilliant decisions, a great culture, and really smart people are the reason Best Buy has thrived during the great migration to e-commerce. That and smart people like Bruce Bildsten. Bruce has built a world class in-house agency and now produces work as good as any you can find in the biz. In today’s episode, he talks about what makes a great in-house agency, creative person, and brand.
 

00:18 - Bruce Intro

02:02 - Moving out of the "Silver Age" and going in-house

05:47 - What are the challenges of moving in-house

10:40 - Is it possible to have the same type of career if you're in-house

16:23 - Best Buy's comeback

20:33 - Articulation of Purpose

25:42 - Brand Iconography

27:18 - Tone of Voice Articulation

29:03 - What have you learned being on the inside at Best Buy that you would take back to the agency world

32:29 - BMW Films

37:23 - Should you get the warranty?

37:46 - What Best Buy work should people check out?


https://bestbuy.box.com/s/kiii5k51j21r29apuwt9yc5uviqlbmtw

How good are you when it comes to listening? Matty Wishnow believes it's one of the keys to growing a company and, in particular, to accelerating a startup's success and efficiency. Today I talk to Matty about his book, "Listening for Growth," it’s a great read about lessons he’s learned and the plan forward he developed for launching his three successful startups. A must-read for anyone thinking of starting their own company.
 

00:18 - Matty Intro

01:45 - Starting your first company

03:58 - How do you define growth

08:38 - The pressure to grow disrupting the company

10:09 - Epiphany leading to changes in entrepreneurship

13:31 - GPS (Goals, Problems, Solutions)

16:00 - Pentagon tool

20:53 - How do you institutionalize this mindset within a company

23:04 - Definition of “Listening"

25:58 - Experiments and Hypotheses

30:00 - When did you implement GPS with your companies

33:48 - The business you didn't start

36:47 - Past Prime Podcast

39:49 - How can people find you

https://www.mattywishnow.com/
https://www.linkedin.com/in/mattywish/