We Built This Brand

An all-new episode of We Built This Brand? Sounds Fun! Chris talks with Alex Gangi, Partner, COO, and Head of Production at Sounds Fun, a creative studio known for its embrace of innovative marketing strategies. Alex shares how his passion for film morphed into leading production at a top agency with top-tier clients. Highlights in his career so far include the Coca-Cola Creations campaign and Lenovo's Make Space initiative. Chris and Alex also examine what goes into merging technology and storytelling, the challenges and joys of working with emerging tech like AI and AR, and the creative process behind...

Nothing inspires imagination quite like a spaceship. On this episode, Chris talks with Lizz Behler, the Senior Vice President of Brand and Offerings at SPCSHP. Lizz opens up about her background and how it led her on the journey to helping rebrand the former Big Spaceship (and why the new name has no vowels). As a big fan of creative problem-solving, she shares how she uses it as a tool to work with clients and as a way to foster growth within her own teams. Lizz also tells us her philosophy on social media and how most people are...

For some people, it’s very hard to hold on to sentimental jewelry from former relationships. In some cases, it’s even harder to let those pieces go if they finally decide to sell them. On this episode, Chris is joined by Brittany Lacey and Stephanie Burset, the founders of For Richer Jewelry. The pair takes a unique approach to reselling jewelry, marketing the value of 'pre-loved' engagement rings. Their business is helping to revolutionize the industry by empowering consumers to buy and sell jewelry on their own terms. Throughout the interview, you’ll hear about their triumphs of starti...

What’s your brand’s vision? Does your brand even have a vision? In this enlightening episode, Chris chats with Sunny Bonnell, CEO and Co-Founder of Motto, for an engaging discussion on visionary leadership and brand culture. Sunny shares her inspiring entrepreneurial journey, which began with a bold leap out of vet school and into the world of branding with just $250. Throughout their conversation, Sunny emphasizes the critical role of aligning brand vision and culture within organizations and discusses how effective leadership can nurture innovation and employee empowerment. Through recounting pivotal moments in her career, Sunny provides valuable lessons for...

Are you ready to go down the rabbit hole? In this episode, Chris Hill chats with Greg Bellinger, the Co-Founder and CEO of White Rabbit Group. Greg’s been honing his craft since high school. Teaching himself to code and build websites in college, he’s now a successful entrepreneur who’s worked with folks like FedEx, Instacart, and even The Game Awards. Greg and Chris discuss the origins and growth of his development of White Rabbit, and why they focus on hiring full-time employees and maintaining a strong company culture. If you have that DIY mentality, Greg’s story is...

Why go to the store when you can buy from the comfort of your couch? In this episode, Chris chats with Eitan Koter, Co-Founder and Co-CEO of Vimmi, a trailblazing company in video technology and e-commerce solutions. Eitan shares his journey from video compression to founding Vimmi and explains how his business helps brands monetize video content. Chris and Eitan also discuss the reason you’d bootstrap your company, the convergence of media and commerce, and the role of AI in the future of video marketing. Whether you're an entrepreneur or marketing professional, this episode will help you see th...

How do you use your voice? In this episode of We Built This Brand, Chris is joined by Israel Duran, an expert in public speaking, to discuss the transformative power of effective communication. Israel shares his journey from a background in cybersecurity to becoming a renowned speaker, driven by a life-altering car accident. Through insightful anecdotes and practical advice, Israel breaks down his "Service of Speaking" framework and emphasizes the importance of having a clear message, authentic brand, and impactful presence. The conversation also highlights the significance of utilizing platforms like podcasts to refine and broadcast one's message, ultimately...

When doing marketing research, you need to remember that there are people behind the data. If anyone understands this, it’s Ian Baer, Founder and CEO of Sooth. During his conversation with Chris, Ian shares his opinions on the evolving landscape of marketing, emphasizing the importance of emotional connection and storytelling in an era where consumers make faster decisions with less information. They also discuss Ian's journey and why brands need to master the art of connecting emotionally with the audience. If you’re in the industry and feel like you’re stagnating, Ian’s outlook provides a fresh perspect...

A good marketing campaign can help a brand charge forward. Chris sits down with Michelle Fischer, Group Creative Director at Battery. As a full-service creative and media advertising agency, Battery has worked with a who’s who of clients, and you’ve seen their work with The LA Clippers, Netflix, and PUBG. Michelle walks us through Battery's unique storytelling approach to branding while touching on a childhood favorite of Chris’s, the (Mighty) Anaheim Ducks. So strap in if you’re looking for a way to get cinematic with your advertising (or want a quick lesson in “farmcore“).

You wanna go Big? In this episode of We Built This Brand, Chris sits down with Shannon Harris, the Executive Creative Director at Big Com.

Her career highlights include working on campaigns for everyone from Google Fiber to Bayer. Born, raised, and working in the Cotton State, Shannon and Big Com recently launched the SEEK AL​ campaign, highlighting her lifelong home.

During their chat, Shannon and Chris explore why creative design thinking and taking risks are important when brand building. Speaking of creativity, did you also know that marketing is “advanced make believe?”

What’s a bird to you? To answer that oddly philosophical question, Chris sits down with Jess Curtis, the founder of J-Bird Digital Design. If you’ve ever visited the beautiful HumblePod website, you have Jess to thank for it! On this episode, you’ll get to learn about Jess's creative approach to web development and the importance of fluidity when collaborating in digital branding. Jess also believes in giving back to artists, and she explains why she makes a focused effort to highlight and empower them with J-Bird. Speaking of our avian friends, you’ll even learn how Chris's...

It’s time to hit the Kentucky Bourbon Trail! On this episode of "We Built This Brand," Chris sits down with Katie Peninger, VP Account Service at Lewis Communications. While her career started on the creative side, the collaborative culture at Lewis allows her to still be involved in the creative process, just in a different way. Chris and Katie also break down Lewis’s incredible work on celebrating the Kentucky Bourbon Trail's 25th Anniversary. From the website redesign to a 26-hour global livestream, Katie and her team have worked tirelessly to raise awareness of the Kentucky Bourbon Trail. They...

In this episode of We Built This Brand, Chris goes to THE MAYOR. Well, one of them at least. He sits down with Megan Brittain, Director of Account Management at THE MAYOR, to discuss her journey from her early career beginnings in Texas to her significant role at the upstart agency. Megan and THE MAYOR have played a major role in campaigns for brands like Famous Footwear and Consumer Cellular. She also dives into the unique challenges and opportunities of building an agency while managing personal life, emphasizing the importance of creating a supportive space for working parents. Tune...

The world of advertising can use a little more kindness and candor. On this episode, Chris is joined by Glen Hilzinger, the Chief Creative Officer at Luquire. Glen is recognized as one of the top copywriters in the world, and he shares his journey from art school to leading an award-winning creative team.  Chris and Glen go into his transition from graphic design to copywriting, his impactful campaigns, and why Luquire promotes a culture of "Kindor.”

Show Highlights

20 years ago, YouTube changed the internet forever. One woman was there to see the platform evolve. On this episode of We Built This Brand, Chris is joined by Aditi Rajvanshi, Head of Strategy for Portal A and a renowned expert in the content creation industry. Aditi shares her fascinating journey from growing YouTube’s presence in India to starting Brewing Awesome, which supports small-to-medium creators. They also discuss the changing landscape of content creation, the significance of community-building, and the evolving role of platforms like YouTube and TikTok.

Show Highlights

It’s a viral sensation, all thanks to people being put on hold. Nick Adams is a versatile copywriter and the brains behind the renowned Pizza Hut chicken wing song. He started his journey in the mailroom at GSD&M, but his persistence and creativity led him to become a writer, crafting memorable campaigns and even winning prestigious awards. On this episode, Chris delves into Nick's unique creative process, his comedic style, and his thoughts on current trends in branding and marketing. They also explore his passion for comedy and desire to make impactful, humorous content in the advertising wo...

Appealing to your audience is the name of the game in marketing, but what do you do when they’re critical and hard to reach? Enter Clint Runge, the CEO and Co-Founder of Archrival. For decades now, Clint has had his finger on the pulse of what young adults want out of their products. On this episode of We Built This Brand, Clint walks us through Archrival’s growing pains as a small business founded straight out of college, to becoming a marketing juggernaut synonymous with tapping into youth culture. Whether it’s taking the (Red) Bull by the horns...

The world of advertising and marketing is all about standing out, and Dustin Artz is helping spearhead innovative campaigns for noteworthy brands. As a co-founder at Familiar Creatures, he’s dedicated his career to outsmarting the industry’s brand behemoths. On this episode of We Built This Brand, Dustin shares some of the “secret sauce” with Chris about what goes into making his agency stick out. From dumping mayonnaise on college football coaches, to encouraging people to feel good on their fitness journeys, you’ll learn the “Artz” behind some of advertising’s biggest moments in recent years.

Show Highlight...

Do you listen to that feeling in your gut? The that tells you right from wrong and what you should do next? It’s what we call your “intuition,” and Bonnie Casamassima thinks it should help be your guiding light through life. Coming from a corporate background, Bonnie found herself at the intersection of stress and internal understanding. One day, she had a breakthrough while deep in meditation, revealing her true calling in life - Intuition By Nature. On this episode of We Built This Brand, Bonnie and Chris talk about her business and what it means to listen to you...

Everyone has their own favorite brands, but have you ever considered that you’re a “fan” of those products? Maggie Walsh thinks that you should. Having recently wrapped up a social media campaign for Peacock centered around the 2024 Paris Olympics, Maggie is no stranger to working with household names. As the Head of Strategy for the marketing agency GLOW, she’s tasked herself with helping clients and consumers reconsider our relationships with our go-to goods and media. In this episode, you’ll hear how Maggie’s background in the music industry shaped her approach to marketing. Coming from a world where...

CEOs wear many hats, and that’s especially true in the world of IT. So, it’s pretty appropriate Brian Strong heads up TenHats - an IT and data center firm in Knoxville, Tennessee. The name isn’t just eye-catching, it reflects the wide variety of services the business provides to its customers. In this episode, Brian recounts how the company landed on its current name during a rebranding effort.  He and Chris also discuss their shared backgrounds in telecom, and they even delve into local conspiracy theories surrounding Knoxville’s communication buildings. 

Show Highlights

With a love of crunching numbers from a young age, Erin Reece always knew her future lay in finance. She spent more than a decade at corporate and public accounting firms until Erin realized it was time for a change. After seeing and experiencing the churn and burn nature of the field, she knew it was time to make a difference. Instead of letting corporate burnout get the better of her, Erin regrouped and founded Bear Financial Solutions. In this discussion, you’ll hear her break down the experience of facing a lawsuit during the early days of the bu...

In this episode of "We Built This Brand," you’ll hear from Trent Anderson, the Head of Growth and Strategy at Podchaser. Trent and Chris discuss the origins and key features of Podchaser, emphasizing its role as a vital data aggregator and discovery tool in the industry. Together, they delve into the importance of entering podcasting with the right intentions, the significance of Podchaser's Power Score, and what lies ahead for the company. If you’ve ever wanted to know what goes into crunching the numbers for your favorite podcast, this is the episode for you!

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You would never know it based on his successes, but Rob Bunch didn’t begin his career in the world of marketing. In this episode of We Built This Brand, Rob takes us through his professional journey. From working finance in Florida, to nestling into the mountains of East Tennessee, he shares the winding road that made him a Senior Executive at The Leverage Group. Joins us as Rob talks about the importance of being authentic in business, the external impact of your company’s culture, and how it sometimes takes a little “push” to help guide your customers.

Sho...

Erika Biddix began her professional journey the traditional way, following the path of a promising student to a corporate job. In this episode of We Built This Brand, we learn how she found her true calling at a corporate meeting planners’ conference where she was inspired to help other women discover their purpose. This led to the creation of Aught—a coworking space that evolved into a thriving community for female entrepreneurs. Erika shares the challenges of starting Aught and how their mission has grown beyond coworking spaces to fostering a supportive virtual community. She shares her vision a futu...

Rebranding your business can be an exciting process where you reorient it into something greater than before. However, change isn’t always easy. Paul Sponcia of the IT Company knows a thing or two about change and the growing pains it can bring. In this episode, we learn the story of how he transformed CSK Technologies into The IT Company, including the reasons for the rebrand, the rebranding process, and the growth that followed.

Show Highlights

(3:50) Paul’s background in the IT services industry and rebranding 

(5:34) The importance of giving your new brand a goo...

Lori Asbury, founder and CEO of CMOco, joins Chris to explore her exciting career and entrepreneurial journey. Lori shares her journey from a journalist to a seasoned marketing executive at HGTV and, eventually, to launching her successful marketing agency. She discusses the nuances of building a business in a highly competitive industry, her strategies for embracing digital marketing innovations, and the challenges and rewards of rebranding her company. 

Lori also shares how CMOco has helped local businesses and large organizations like the Great Smoky Mountain National Park and LCUB navigate complex marketing landscapes. Tune in for a...

Mal Alder, the founder of Alder & Co., shares her journey in assisting small businesses and nonprofit organizations to thrive with creative marketing strategies. She recounts her work with clients like King's Family Distillery in Sevierville, detailing how she enhances their online visibility. Chris and Mal explore the day-to-day realities of managing a marketing firm, including their approach to fostering a vibrant and innovative office culture. Concluding the episode, Mal highlights the importance of authenticity in marketing, prioritizing genuine engagement over mere profit. She also provides a sneak peek into the exciting future developments at Alder & Co.

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In this fun episode of We Built This Brand, we chat with Kelsey Miller, the founder of 'Klosets by Kelsey.' Kelsey shares how she turned her passion for organizing and styling from a hobby into her full-time job. She explains the incredible physical and emotional benefits of having a neat and tidy space, highlighting how organization can transform our lives. To make her services accessible to a broad audience, Kelsey offers special packages tailored to fit everyone's needs. Additionally, she provides details about her upcoming online course, her active involvement in the Knoxville community, and her current favorite...

In this episode, Taylar Fetzner, co-host of the Creeps and Crimes Podcast, opens up about her journey with her best friend, Morgan Mounts, from sharing a fascination for spooky stories, conspiracies, and true crime to launching a successful podcast. Taylar delves into her show's beginnings, the power of a single TikTok video in attracting a vast audience, and the evolution of her podcast's appearance to mirror their authentic selves, ensuring a genuine connection with their audience. Taylar unveils insights into the podcast's business aspects, emphasizing the importance of financial wisdom and creative pauses to maintain innovation. Additionally, she expresses...

We’re joined by Victory Harbin, the creative force behind The Social Brand in this episode of WBTB. Victory takes us through her journey from art student to marketing expert, sharing the story of her business's natural growth and her passion for purposeful branding and building genuine human connections. Victory opens up about the lessons she learned from trying to scale her business too quickly during the pandemic and underscores the importance of our well-being in achieving true success. We also explore the impact of using artificial intelligence in marketing, as Victory offers her perspective on leveraging technology while ma...

Andrew Ellis, the founder of U Brew Coffee Company, sits down with Chris to discuss his entrepreneurial leap into the coffee business. From the origins of U Brew to Andrew's vision for a coffee community, this episode illuminates the struggles and triumphs of starting a coffee business. Chris and Andrew then embark on an immersive coffee cupping session, giving listeners a taste of U Brew's commitment to their craft and community.

About Andrew Ellis: 

Andrew Ellis is a passionate advocate for specialty coffee and the founder of U Brew Coffee Company. After cutting alcohol f...

Dive into the fascinating world of digital innovation with Mat Micheli, co-founder and co-CEO of Viral Nation. This episode takes you on a journey from Viral Nation's roots in 2014 to its emergence as a global leader in digital and social innovation. Mat recounts his entrepreneurial ventures with Joe Gagliese, detailing their shift from a liquidation business to the forefront of social media and influencer marketing.

Explore the complexities of influencer marketing, the role of AI in shaping Viral Nation's services, and the secret behind crafting viral content. This episode is a treasure trove of insights for...

Embark on a journey of digital transformation with Alex Melen, one of the masterminds behind Smart Sites. In this episode, Alex sheds light on the art of building a powerful personal brand, the intricacies of nurturing a thriving business in the tech-centric marketplace, and his innovative strategies that are shaping the future of digital marketing. 

Listen in as he offers a blend of insightful experiences and groundbreaking ideas, making this episode a treasure trove for entrepreneurs and marketers eager to understand the future of digital marketing.

About Alex Melen

Meet Alex Melen, t...

In this episode of We Built This Brand, Chris introduces Ozzy Garner, the founder of Advirtis. Ozzy shares his startup journey, from launching his business during the pandemic to celebrating crucial milestones like finding the talent. He emphasizes the importance of learning time management skills, finding work-life balance as an entrepreneur, and his plans for the future of Advirtis. This engaging conversation offers insights into building a brand as a bootstrapped business, the value of specializing as a white-label marketing agency, and optimistic perspectives on the role of AI in the marketing industry.

Show Notes
(00:00) Intro<...

Kelly Fletcher is the owner of Fletcher Marketing PR, an agency that has worked with brands of all sizes, from local businesses to Fortune 500 companies. On this episode of We Built This Brand, Kelly shares why she feels business is personal, and the mindset that she’s built to overcome the setbacks and challenges of building an agency from scratch. Chris and Kelly explore how the skills for building a brand and building a business differ, and Kelly shares why it was important to her to focus on selling the value of her team’s expertise rather than their time...

Brandon Bruce is the CEO and Co-Founder of Uncat, but he’s also a co-founder of multiple brands and businesses. On this episode of We Built This Brand, Brandon shares what drew him to serial entrepreneurship, and how he’s successfully scaled his approach to branding across multiple endeavors. Chris and Brandon explore the inherent risk of starting a business, and how permission-based marketing and relationship building are key when building up brand awareness. 

Highlights:

(00:00) Intro

(01:10) Chris introduces Brandon, who is the CEO and Co-Founder of Uncat and a prolific Knoxv...

Asterios Kokkinos, a freelance creative director and copywriter who works in the advertising industry, joins me on this episode of We Built This Brand to discuss one of the most challenging and critical elements of building a brand - getting people to pay attention to you. Asterios shares how he was able to break into advertising through his stand-up comedy career, and how humor not only helps develop effective content but also drives relationships and projects forward. We discuss the risks brands take when advertising in a highly-politicized culture, and the different strategies brands will take to either mitigate...

When the KnoxDevs community heard there was not a plan for a tech conference this year, they decided to launch their own: Devmoot. This is more than just a spur-of-the-moment decision though. Devmoot is the culmination of years of community building by KnoxDevs.

In this episode, Chris interviews two of the leading Devmoot (and KnoxDevs) founders, Adrian Carr and Cody Lambert, about starting the KnoxDevs community and the Devmoot conference. Adrian and Cody of KnoxDevs explain how they managed to build such an engaged community in a niche area, and how they’ve kept it going throughout th...

Zack Roskop is the owner of Knox Brew Tours and Knox Brew Hub, and while people might know him as a local craft beer expert, what many don’t realize is he’s also a natural-born marketer. On this episode of We Built This Brand, Chris and Zack discuss how Zack went from being a full-time musician with a crazy idea, to building out multiple successful businesses in his Knox Brew brand. Zack explains why his goal is to be a best friend to the local brewers in the Knoxville area, and how he has built a passionate community arou...