On Brand With Friends
On Brand With Friends
Podcast Description
Listen in as Mia and Ellen meet around the brand and marketing 'shop talk' table with some of their industry pals. They'll address questions in the industry that are likely on all of our minds and get additional perspectives on what's going on in the world of brand-building today— from consumer trends and strategy to copy, campaigns, and design. weareonbrand.substack.com
Podcast Insights
Content Themes
The podcast explores themes of brand strategy, consumer trends, and innovative marketing practices with episodes that feature discussions on intrapreneurship, the impact of AI in creative work, and the significance of inclusivity in leadership roles.
Listen in as Mia and Ellen meet around the brand and marketing ‘shop talk’ table with some of their industry pals. They’ll address questions in the industry that are likely on all of our minds and get additional perspectives on what’s going on in the world of brand-building today— from consumer trends and strategy to copy, campaigns, and design.
“In my career, I’ve worked on three brands that I’ve taken from double-digit decline to double-digit growth in less than a year— Altoids, Slim Jim, and David Sunflower Seeds. In all three cases, it was not magic by any stretch of the imagination. It was about getting back to basics.”
Jeni and Ellen met at Wrigley over fifteen years ago. While there, Jeni launched an entirely new mega brand, 5 Gum, and revived a forgotten brand, Altoids. She went on to breathe new life into other brands at ConAgra, Kimberly-Clark, and Daisy with, some might say, “surgical precision.” She calls her methods “getting back to basics” (ya know, the 4Ps) but throughout our conversation, Jeni revealed several more “Ps” in her brand revival toolkit. Take note.
Highlights:
* [0:45] Jeni’s career arc in her own words.
* [1:45] Finding her J.A.M. with Leslie Perlow.
* [3:50] The three turnarounds and “getting back to basics.”
* [7:00] Beyond the 4Ps, what does it take? (Hint: People, Playback, Problems and Pecadillos).
* [8:50] A real-life case for sonic branding.
* [10:20] How to initiate a turnaround.
* [11:35] Advice for new brands just starting out.
* [15:10] Closing remarks and the importance of watching and listening to consumers in the wild.
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