Brand Enabled: The Human Stories Behind Branding

Can a brand built on car radios win in a streaming world?

JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.

What you’ll learn:

When customers barely notice your brand, how do you earn trust and drive action without a big budget?

David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.

What you’ll learn

Can private labels be brands people actively seek out? Walmart SVP Courtney Carlson explains how data, emotion, and design come together to build preference, not just parity.

What you’ll learn

What happens when you need to rebrand thousands of physical products across global markets? For companies like Logitech and ResMed, changing a logo isn't just about updating a website - it's about retooling manufacturing lines, redesigning packaging for millions of units, and navigating complex regulatory requirements.

Join brand leaders Paige Lutter from Logitech and John Barger from ResMed as they share their experiences leading brand strategy for physical product companies. Learn how Logitech solved their global naming challenges with the "Logi" mark, how ResMed approaches branding medical devices, and why both companies treat AI as a utility...

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 campaign across all business units, Welden reveals how authentic leadership and cross-functional collaboration can drive both business results and social impact. She breaks down why Nike's recent shift toward becoming a "tech company" created unexpected challenges, and shares practical wisdom on balancing data with human insight.

Key takeaways:

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 shares practical insights on aligning brand decisions with business objectives. He unpacks how Intel maintained its brand leadership even as competitors emerged, through initiatives like...

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 of Strategy and Design at Minerva Project, shares how this innovative organization built both a university and a technology platform that's transforming how students learn. From removing tenure track positions to creating a global rotation across seven cities, Minerva threw out the traditional playbook to focus on skills-based learning...

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 from agency consultant to in-house brand leader, Emily shares practical approaches to portfolio narrative development, securing executive buy-in, and surviving multiple CMO changes while maintaining brand consistency. 

Learn why starting with product stories before tackling corporate narrative creates stronger foundations, and discover how Emily's "think big, st...

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:

Monica also offers her perspective on the value of having both...

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:

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 experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of...

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 skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!<...

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 it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at...

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 financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the...

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 important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!

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 the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice an...

When you’re a challenger brand that’s trying to get unfair market share, you need to things to succeed – a healthy amount of risk-taking and the agility to take advantage of the big guy’s missteps. Patrick Reynolds has a knack for developing these qualities in challenger brands in his career as a marketer. Patrick is the CMO of the customer data platform BlueConic. Prior to this role, he spent two years in an executive position for Mastercard. Patrick loves the challenge of unleashing the potential of challenger brands through ingenious marketing, branding, and positioning strategies. Tune in and lear...

Looking at services companies today, one would notice that almost every leading name has gone through a major brand transformation. Although ridden with tension, panic, and a long list of challenges, it is one of the biggest steps to get through in order to get to the next level. Gabriel Cohen sits down with Capgemini's Francois-Xavier Reodo, who shares how they navigated through their own brand transformation and brought their name on a global scale. He explains how they handled their team’s initial negative reactions, the major revamp of their brand identity, the struggles of the acquisition process, an...

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 successful course correction Jackson Health System needed to thrive.

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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, community, and creating a genuine connection with the audience. Intrigued by the challenges faced by global giants and disruptive newcomers, Slate also explores the secrets behind brands like Hoka and LOGE Camps that have...

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, Justin takes us from the inside out of their rebrand process and how they have repositioned themselves as the industry leader in healthcare commercial intelligence. He then highlights what makes good change...

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 consider for their rebranding process that allowed them to revamp and improve without tainting their decades-old legacy. Alejandro also shares tips on bringing your team on board with such a massive undertaking and how they handled...

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, the opportunity for differentiation comes in branding. In this episode, he joins Gabriel Cohen to dive deep into this important part of business, bridging finance and emotion in lending. More specifically, Alec talks about serving home buyers from diverse minority communities...

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 collaboration, the power of feedback, and the nuances of crafting the perfect brief. Gabriela also emphasizes the need for marketers to be well-rounded before specializing, as the modern marketing landscape demands an...

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 playbook. Gabriel explains how to identify and stay in touch with your core audience, as well as the most important factors to consider when building an influential brand DNA. He also...

This episode features Max Pfennighaus, the Director of Enterprise Brand Design at Johnson & Johnson. In an insightful conversation, he brings us into the world of agency selection and brand transformation and shares a wealth of knowledge and behind-the-scenes insights from his extensive experience in working with branding agencies. Max discusses how the role of branding agencies has evolved over the past decade, emphasizing the importance of understanding the client's unique needs and the ability to adapt to change. He reveals the critical factors that set agencies apart during the selection process, shedding light on the delicate balance between expertise...

Effective branding goes beyond logos and slogans; it's about crafting an immersive experience that resonates deeply with your audience. Welcome to an exciting episode featuring a true branding expert, John McIndoe, the former CMO of IRI. John discusses the world of branding, exploring the pivotal moments that shaped his journey and honed his brand strategy expertise. From working on positioning and architecture to crafting captivating creative designs, John walks us through his brand strategy prowess. Drawing from his extensive background as a former Chief Marketing Officer, John unveils the secrets behind successful brand strategies that leave a lasting impact...

Transforming the brand into a commoditized category requires strategic thinking, innovation, and a deep understanding of the market and consumer dynamics. To discuss this topic, Rich Kylberg, a former Arrow Electronics CMO, joins the podcast to explore some key insights and strategies that can help reshape the brand's role. Rich emphasizes the value of empowering others to do something great. You can help empower others by getting them into their goal without imposing the presumption of your goal upon them. It is important to hear Rich’s insights on these strategies and learn about his experiences in transforming the rol...

Brand mergers lead to more lucrative business opportunities, a wider audience reach, and a bigger growth potential. However, it also means going through a challenging time bringing together different brands with their own identities and cultures. Joining Gabriel Cohen is Amy Barzdukas, who shares her contribution to the brand merger between Polycom and Plantronics. She talks about her experiences in choosing a brand name, the things to consider when creating a business logo, and the right way to approach executives. She also shares about the efforts of her current company WiTricity in revolutionizing how electric vehicles are powered – by get...

A true mark of a successful product is when it becomes an important part of people’s lives. This is especially true in the world of CPG, where you really need to be in people’s homes. So how do you achieve that? In this episode, we have award-winning Global Marketing mentor Drew Deering to enlighten us. Drew emphasizes the importance of getting external as we think about our brand and marketing. That is, by actually going out and spending time with people. Only then can you fully understand your brand purpose and deliver the true brand experience. Plus, Drew...

Transamerica expresses its purpose as “helping people live their best lives.” How does it deliver on that brand promise? It’s something that Jamie Poston has spent a lot of effort thinking about as Head of Enterprise Marketing and Brand at this major player in the financial services industry. What he and his team came up with was nothing short of ingenious. It seamlessly addresses the paradox of longevity in America through innovative customer centric solutions. It’s quite intriguing how the thought process goes when coming up with solutions like this. Gabriel Cohen doesn’t disappoint us and fleshes th...

With all the tools available, it is easy to validate claims that brands make. When a promise is made, it is impossible to get out of it. People are now more empowered in following through and holding brands accountable for what they put on the label. Emmanuel Probst, the Global Lead: Brand Thought-Leadership at Ipsos and the author of Wall Street Journal and USA Today bestseller, Brand Hacks, shares insights into the new era of marketing and how sustainability, transparency, and authenticity play into making the biggest impact. If you are just starting to build your brand or have been...

Digital strategy is an essential part of marketing. Leveraging the tools available and executing the right strategies helps a lot for your company’s success in the digital age. In this episode, Simon Kingsnorth, the author of Digital Marketing Strategy and Digital Marketing Handbook, discusses the importance of understanding digital strategy. He explains his love-hate relationship with social media. On the one hand, it can be a fantastic tool because it has a massive benefit in terms of conversion, engagement, retention, and PR. Still, it can be a place where mistakes are quickly done. As he goes deeper into th...

When Daniel Incandela joined ReachDesk, he was tasked with revamping the entire operation and designing a competitive brand in a digital environment. He chats with Greg Silverman to share how he accomplished the company's rebranding and relaunching process. Daniel explains how he focused not just on digital innovations but also on actively involving every team member throughout the process.

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Does experience really change how consumers behave? Today’s guest is Jonathan Yaffe, co-founder and CEO of AnyRoad, the first ERM (experience relationship management) platform that focuses on delivering and measuring experiences that transform consumer behavior. Jonathan joins Greg Silverman to explain this cultural shift in the market and why thriving brands are now transforming into experiential businesses. Learn about how you can transform consumer behavior, elevate brand perception, and achieve better ROI through experiential marketing by tuning in to this episode.

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With everything and everyone going digital, how can you separate your brand from the pack and stand out? Vivian Chen, the Founder and CEO of Rise, is helping brands do that and more! In this episode, she joins Greg Silverman to talk about how to digitally enable your personal brand. At the heart of it, Vivian highlights the importance of identifying your ‘why’ and telling your story to humanize your brand. So tune in to this conversation and find out how you can thrive in this digitally forward world.

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In this digital age, it only takes one post to make or break a brand. That is when you can make that post. In this episode, the founder and CEO of Engager Brands, Kieve Huffman talks about the marketing challenges and limitations they had to face and how those hurdles drive innovation on how they take their products to a bigger audience. Tune in and learn digital workaround and strategies on how you can leverage your audience and penetrate the digital space in the most creative way.

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Personal branding is increasingly becoming important as many of our interactions happen online. Personal branding is what people say about you when you're not in the room. It's how others perceive you and sets you apart from the competition. And that is what Rachel B. Lee shares with you in this episode. Rachel is a fearless brand marketing lady boss. She's the co-owner and CMO of Standout Authority, helping C-level executives, entrepreneurs, and business owners define their personal brand strategy, create influence, and build human connections online through the power of LinkedIn. Rachel is also part of the LinkedIn...

As digital technologies increasingly shape how we interact with brands, culture and leadership play an increasingly important role in digital branding. With so much noise and competition online, companies need to have a strong sense of self that comes from a clear and purposeful culture. And it's just as important for companies to have leaders who can authentically represent and champion that culture. That is what our guest, Rachel K. Cross, talks about today. Rachel is a globally-accomplished marketer, writer, speaker, and the Chief Business Sherpa of Rachel K Group. In this episode, Rachel discusses the role of culture...

Nothing has made us more aware of how connected we all are than digital technology. The online world shows the strong ecosystems we have all built—a network of data, devices, and even humans. That is why brands today can hardly thrive without digitalization. In this episode, award-winning marketer and cultural translator Dr. Marcus Collins dives deep into branding in the era of ecosystems. He discusses how we design for a network world, where there is reciprocity in knowing the human story. Join this conversation and learn how you can further digitally enable your brand and thrive!

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