On Brand helps you tell stronger stories and build better brands. Each week, host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders and innovators from brands like Ben & Jerry’s, Microsoft, LinkedIn, Meta, Crayola, Beats by Dre, Southwest Airlines, Reddit, Spotify, and MailChimp. Watch the full, in-depth conversations and get actionable insights to help you and your brand stand out in a crowded, distracted world.
For show notes and more, please visit http://onbrandpodcast.com.
All content for On Brand with Nick Westergaard is the property of Nick Westergaard and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
On Brand helps you tell stronger stories and build better brands. Each week, host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders and innovators from brands like Ben & Jerry’s, Microsoft, LinkedIn, Meta, Crayola, Beats by Dre, Southwest Airlines, Reddit, Spotify, and MailChimp. Watch the full, in-depth conversations and get actionable insights to help you and your brand stand out in a crowded, distracted world.
For show notes and more, please visit http://onbrandpodcast.com.
What makes a brand experience unforgettable? Laura Parkinson, Global Head of Brand Experience at LinkedIn, has created standout experiences at Apple, Google, and now LinkedIn. She leads the team behind the company’s most influential moments—online and in person—and knows how to turn bold ideas into connections that inspire and stick.
What You’ll Learn in This Episode
Why the most iconic brands focus on making people feel something, not just showing up consistently
How LinkedIn uses experiences as a marketing channel to launch products and connect with audiences
What it takes to scale brand experience inside a large organization while keeping it authentic
Why in-person and digital experiences need to work together for a seamless brand presence
How cultural moments and team culture fuel creative, “magical” brand experiences
Episode Chapters
(00:00) Intro
(00:31) Laura’s path into brand experience from SXSW to Apple and Google
(02:00) Lessons from Apple on intuitive, human-centered experiences
(04:20) Making digital brands tangible through real-life experiences
(05:26) The role of brand experience at LinkedIn
(07:10) Scaling brand experience across a large organization
(10:23) Measuring success in brand experiences
(13:12) Designing consistent yet localized global experiences
(17:05) How AI is reshaping brand experiences
(21:18) Building teams that deliver magical experiences
(23:18) A brand that’s made Laura smile recently
(25:16) Where to connect with Laura
About Laura Parkinson
Laura Parkinson is the Global Head of Brand Experience at LinkedIn. She specializes in brand marketing events and experiences for global organizations across consumer products, retail, entertainment, technology, and SaaS. Laura brings bold visions to life through strategic thinking and deep operational expertise, having created and managed internal and external programs from concept to completion. She is passionate about building and supporting teams that imagine and deliver magical brand experiences that drive both market and mind share.
What Brand Has Made Laura Smile Recently?
The brand that’s made Laura smile recently is Build-A-Bear. Beyond its surging stock price, she admires how the company creates magical in-store experiences that resonate with everyone—from kids to adults. With plans to expand dozens of new locations, Build-A-Bear shows the power and value of real-life, experiential branding.
Resources & Links
Connect with Laura on (surprise!) LinkedIn.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
On Brand with Nick Westergaard
On Brand helps you tell stronger stories and build better brands. Each week, host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders and innovators from brands like Ben & Jerry’s, Microsoft, LinkedIn, Meta, Crayola, Beats by Dre, Southwest Airlines, Reddit, Spotify, and MailChimp. Watch the full, in-depth conversations and get actionable insights to help you and your brand stand out in a crowded, distracted world.
For show notes and more, please visit http://onbrandpodcast.com.
