Opinion Party: the marketing podcast
Season 2: Episode 10
From Rocket Ships to YouTube Clips: A Legacy Brand's Culture of Innovation with WD-40's Claudia Fenske
SUMMARY
In this conversation, Claudia Fenske, VP of Global Brand and Innovation at WD-40, discusses the revitalization of legacy brands, emphasizing that innovation is possible even for established companies. She shares insights into WD-40's culture of innovation, user engagement, and the importance of learning from failures. The discussion also highlights the significance of connecting with end users and the role of community in driving brand loyalty and innovation.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Revitalizing Legacy Brands
06:04 Innovation Culture at WD-40
12:03 User Engagement and Community
18:01 Embracing Failure and Learning
23:52 Advice for Innovators in Legacy Brands
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
SUMMARY
Challenging the myth that marketing is "fluffy stuff," Aljan de Boer, Community Director at the Institute for Real Growth (IRG), joins Laura Jones (Global CEO, BAV Group) to reveal how elite CMOs transform human connection into competitive advantage. Drawing from IRG's work with 800+ marketing leaders, Aljan demonstrates how translating societal shifts directly impacts future cash flows—the language CFOs respect. The conversation showcases how marketing leaders who embrace their role as "windows to the world" are uniquely positioned to drive profitable solutions for real human problems, creating value across all stakeholders while delivering measurable business results.
LINKS
TAKEAWAYS
CHAPTERS
00:11 The Myth: Is Marketing Just "Fluffy Stuff"?
00:55 Aljan's Role: Building Community Among 800+ CMOs
01:47 The Evolving Challenges of Modern Marketing Leadership
03:14 The Personal Toll of Post-COVID Productivity Culture
04:16 Aljan's Ikigai: Connecting Business with Humanity
06:04 "Human-Proofing" the Future: Creating Relevant, Meaningful Value
07:16 Marketers as "Windows to the World" for Organizations
08:06 Translating Societal Understanding into Future Cash Flow
09:32 IRG's Transformative Experiences: Beyond Business Cards
11:00 The Power of Deep Leadership Retreats in Nature
12:05 Building Lasting Community Among Marketing Leaders
14:03 The Transformative "Crossroads" Question
15:30 The "Where Are You From?" Exercise: Connecting to Core Identity
17:01 Brands as Guides in an Uncertain World
18:17 The Shift from Serving to Guiding Consumer Behavior
19:12 Managing Resistance to Deep Personal Work
21:24 The Humanized Growth Champion Program
22:20 Case Study: Dole's Pineapple Waste to Vegan Leather
23:13 Case Study: Intel's Fake News Identifier
24:10 Profitable Problem-Solving Within Capitalism
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2: Episode 8
Be Worthy of Emulation: Creating Meaningful Business Growth with Vodacom's Andisa Ntsubane
SUMMARY
Challenging the myth that "it's not personal, it's business," Andisa Ntsubane, Executive Director of Vodacom Africa Brand Marketing and Communications, shares with Laura Jones (Global CEO, BAV Group) how purpose-driven marketing delivers measurable business results. His "worthy of emulation" leadership philosophy has transformed Vodacom's approach to solving market challenges, resulting in innovations like M-Pesa, which processes $1.2 billion in daily transactions. As the first African president of Cannes Lions' B2B jury, Andisa demonstrates how diversity in leadership changes which work gets recognized globally. The conversation reveals a powerful framework for creating shared value: addressing critical customer needs while driving business growth, with Africa positioned not as a challenge but as the world's greatest laboratory for business innovation.
LINKS
TAKEAWAYS
CHAPTERS
00:10 Busting the Myth: "It's Not Personal, It's Business"
01:45 Introducing Andisa Ntsubane: The Afro-Optimist
03:20 The Transformative Impact of the IRG Community
06:11 The Panama Retreat: Finding Personal Purpose
10:06 The "Worthy of Emulation" Philosophy
14:01 Representation Matters: Driving African Presence at Cannes
16:48 B2B Brands Solving the World's Biggest Problems
19:42 The Success Story of M-Pesa: Mobile Money Innovation
22:33 Africa as the Greatest Business Opportunity
24:54 Humanized Growth in Action: Vaccines During COVID
28:34 Different Perspectives, Same Opportunity
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
SUMMARY
In this episode, Catarina Barradas, Global Brand Director at EDP joins host Laura Jones, Global CEO of BAV Group, and reveals how brand strategy drove a €25 billion business transformation. With a background spanning engineering and film, Barradas led a rebranding that aligned perfectly with EDP's pivot to 95% renewable energy. She shares her "walk the talk" methodology to avoid greenwashing, strategies for gaining board-level support, and a framework for elevating brand from communication function to business transformation catalyst in a rapidly changing industry.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Unpacking the Myth of Brand Strategy
02:48 Catarina’s Unique Journey to Brand Leadership
05:44 The Connection Between Brand and Business Strategy
08:37 The Rebranding Process at EDP
11:41 Adapting Brand Strategy to Diverse Markets
14:40 Transforming Brand into Business Driver
19:51 Navigating Challenges and Skepticism
24:47 Evolving the Brand in a Changing Landscape
29:35 Advice for CMOs on Elevating Brand Strategy
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2: Episode 6
The Color of Money is Green: Inclusion as Competitive Advantage with Federal Savings Bank's Alejandra Denda
SUMMARY
In this thought-provoking conversation, Alejandra Denda, the first-ever CMO of the Federal Savings Bank, joins host Laura Jones, Global CEO of BAV Group, to challenge the myth that financial systems are inherently objective and equitable. Drawing from her multicultural background and experience with Argentina's 2001 economic collapse, Alejandra reveals how traditional banking practices often disadvantage immigrant communities. She shares how Federal Savings Bank disrupts industry norms through innovative products, proving financial inclusion can be both socially responsible and profitable. The discussion explores the counterintuitive nature of credit building, the link between homeownership and wealth creation, and how bringing consumer-centric CPG marketing principles to the traditionally product-focused financial sector drives meaningful change. As both a banking executive and professor, Alejandra advocates for authenticity in leadership and applying cultural frameworks to better understand diverse communities' financial behaviors.
LINKS
TAKEAWAYS
CHAPTERS
00:00 The Power of Credit Scores
02:01 Cultural Perspectives on Money
04:44 Breaking Myths in Financial Institutions
06:44 Addressing Socioeconomic Disparities
10:05 Innovative Products for Diverse Communities
11:50 Consumer-Centric Product Development
13:00 The Impact of Ikigai in Marketing
17:08 Cultural Context in Marketing Strategies
19:35 Authenticity in Leadership and Marketing
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2: Episode 5
Beyond Brand vs. Performance: Transcending Marketing Dichotomies with Tariq Hassan
SUMMARY
Is the battle between brand and performance a false war? In this episode, Tariq Hassan, a seasoned marketing leader who has served as both CMO and CXO for iconic brands like McDonald's and Petco joins host Laura Jones, Global CEO of BAV Group. Tariq argues that pitting long-term brand building against short-term performance is an irrelevant and outdated debate. True success lies in making them coexist. Drawing from his personal "Ikigai" (or purpose) and a powerful story about his daughter's resilience, Tariq makes the case for vulnerable, human-centered leadership. He shares the secrets behind McDonald's most viral campaigns—like the Adult Happy Meal and the Grimace Birthday—revealing how they were born from "fan truths" and designed to create cultural experiences that drive performance. The conversation culminates in a powerful discussion about "humanized growth" and the concept of a "People P&L," a revolutionary way to measure the health of a business by the growth and confidence of its employees.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Navigating Marketing Priorities
02:51 Finding True North: Personal Philosophy in Leadership
05:45 The Role of Vulnerability in Leadership
08:43 Creating Stakeholder Value
11:43 Cross-Functional Collaboration for Success
14:56 Data-Driven Decision Making
17:46 Balancing Brand and Performance Marketing
20:48 The Intersection of CMO and CXO Roles
23:58 Personalization vs. Creepiness in Marketing
26:52 Humanized Growth: A New Paradigm
---
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2: Episode 4
Human Intelligences in the Age of AI: Creating Value by Embracing Humanity as an Evolving Capability with Coca-Cola's Javier Meza
SUMMARY
In this engaging conversation, Javier Meza the President of Marketing & Europe CMO at The Coca-Cola Company, joins host Laura Jones, Global CEO of BAV Group, to explore the evolving relationship between technology and marketing, emphasizing the importance of understanding human needs and values. They discuss the impact of AI on marketing strategies, the idea of embracing humanity as an evolving capability, the significance of cultural nuances in technology adoption, and the necessity of maintaining long-term relationships with stakeholders. Javier shares insights from his extensive career at Coca-Cola, highlighting the role of intuition and leadership in navigating the complexities of modern marketing. The discussion culminates in Javier's aspirations for the future, including writing a book that intertwines philosophy and marketing.
LINKS
TAKEAWAYS
CHAPTERS
00:00 The Intersection of Technology and Humanity
02:56 AI: The Future of Marketing
05:51 Cultural Nuances in Technology Adoption
08:48 The Value Exchange in Marketing
11:59 Experiential Marketing and Technology
14:56 Humanized Growth and Stakeholder Perspectives
18:00 Leadership and Intuition in Marketing
21:06 Longevity in the Coca-Cola Company
24:06 Future Aspirations and Philosophical Insights
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Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2, Episode 3
From Creative Guesswork to Measurable Magic: Quantifying Creativity with Gain Theory's Manjiry Tamhane
SUMMARY
In this episode, Laura Jones welcomes Manjiry Tamhane, Global CEO of Gain Theory, to the Opinion Party to discuss the intersection of creativity and measurement in marketing. Manjiry shares how E=MC2 applies not only to physics but also to marketing measurement. They explore how AI can enhance the measurement of creative effectiveness while bringing the fun back into creative, the importance of taxonomy in data context, and how marketers can unlock growth through better measurement practices. The conversation emphasizes the need for creativity in storytelling and the role of marketing in the C-suite, highlighting the importance of aligning marketing strategies with organizational goals.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Bridging Creativity and Measurement
02:54 The Role of AI in Marketing
05:51 Understanding Taxonomy in Creative Measurement
08:59 E=MC²: Effectiveness in Marketing
11:55 AI's Impact on Creative Execution
15:00 The Human Element in Creativity
17:50 Unlocking Growth Through Measurement
20:49 The Importance of Organizational Culture
23:46 Marketing's Role in the C-Suite
Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
Creators & Guests
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
S2: E2
From Slurpees to Sustainability: Driving Purposeful Growth with 7-Eleven's Marissa Jarratt
SUMMARY
In this episode of Opinion Party, host Laura Jones welcomes Marissa Jarratt, Chief Marketing Officer and Chief Sustainability Officer at 7-Eleven. Marissa shares her unique perspective on how marketing and sustainability, often seen as opposing forces, can be reconciled to drive business growth. She discusses 7-Eleven's successful "Seven Collection" merchandise line, the organizational transformation that led to her dual role, and the company's "Good Made Easy" sustainability strategy. Marissa also delves into 7-Eleven's global approach to sustainability, their use of the UN SDGs, and how they balance short-term financial goals with long-term environmental objectives. The conversation highlights 7-Eleven's brand evolution, their focus on "activating awesome" for customers, and the importance of humanized growth across their vast stakeholder ecosystem.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Introduction: Marketing and Sustainability at 7-Eleven
01:10 The Success of 7-Eleven's "Seven Collection" Merch
03:35 Reconciling Chief Marketing Officer and Chief Sustainability Officer Roles
04:56 The Evolution of Sustainability at 7-Eleven
07:13 Organizational Transformation Playbook for Marketing and Sustainability
09:53 7-Eleven's "Good Made Easy" Sustainability Definition
10:57 Adapting Global Sustainability Strategy with UN SDGs
13:25 Balancing Short-Term and Long-Term Goals: Measurement at 7-Eleven
15:15 7-Eleven's Stakeholder Ecosystem and Humanized Growth
16:29 Marissa's Ikigai and Impact at Scale
17:44 7-Eleven's Centennial and Archival Efforts
19:18 Evolving the 7-Eleven Brand and Staying Relevant
21:45 The "Amusing vs. Essential" Brand Conflict in Action
23:59 Operationalizing Marketing: Everyone's a Brand Manager
26:29 Humanizing Growth at 7-Eleven
28:20 Conclusion: Busted Myth - Marketing and Sustainability Can Coexist
-----
Opinion Party: the marketing podcast
For season two, twelve marketing leaders from a world class set of organizations joined host Laura Jones to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find it wherever you get your podcasts.
BROUGHT TO YOU BY:
BAV Group, the world’s leading authority on data-driven branding.™
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
From Shareholder Value to Stakeholder Impact:
How the Institute for Real Growth is Reshaping Marketing Leadership with Guests
Click here to view the episode transcript.
SUMMARY
In our first episode of season two, we welcome Marc de Swaan Arons to Opinion Party: the marketing Podcast. Marc is the founder of the Institute for Real Growth (IRG), and he joins host Laura Jones, Global CEO of BAV Group, to discuss the evolution of marketing, the impact of AI, and the importance of humanized growth. They explore how the IRG has transformed the marketing landscape, emphasizing the need for a human perspective in business. The conversation also delves into the integration of personal, career, and business purpose through the Japanese philosophy of Ikiga, which is a core aspect of the IRG program. As Marc and Laura look to the future, they highlight the upcoming IRG Marketing 2030 study and the collaborative approach to understanding the changing expectations of stakeholders in the age of AI.
LINKS
TAKEAWAYS
CHAPTERS
00:00 Welcome to Season Two of Opinion Party
01:11 Understanding the Institute for Real Growth (IRG)
03:44 The Evolution of Marketing and AI
06:14 The Importance of Humanized Growth
09:14 Integrating Ikigai into Marketing
12:52 Personal Connection and Leadership
15:54 AI's Role in Marketing's Future
20:30 The Intersection of Innovation and Stakeholder Relationships
22:29 Looking Ahead: Marketing 2030
26:29 Closing Thoughts and Gratitude
----
Opinion Party: the marketing podcast
12 marketing leaders from a world class set of organizations joined host Laura Jones to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025.
Brought to you by BAV Group & The Institute for Real Growth
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeil Photography & Film
Photos © Bronac McNeil Photography & Film
Photography: Bronac McNeil Photography & Film (c) 2025
In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the myth of global brands, discussing how brands can appear differently across markets and the challenges of maintaining a consistent brand promise. They are joined by Peter Everett, who shares his extensive experience in building brands globally, emphasizing the importance of local insights and cultural nuances. The conversation covers the definition of a global brand, strategies for entering new markets, and the balance between global consistency and local adaptation. Additionally, they touch on the role of social responsibility and sustainability in branding.
Takeaways
The myth of a global brand often oversimplifies complex market dynamics.
Brands can be powerful locally but may not translate globally.
Understanding local consumer behavior is crucial for brand success.
A brand's promise should remain consistent across markets, with local adaptations.
Cultural nuances can significantly impact marketing strategies.
Building relationships with local teams enhances brand relevance.
Research and data are essential for understanding market needs.
Social responsibility initiatives can strengthen brand identity.
Successful brands often emerge from local insights and creativity.
Global brands must navigate the tension between consistency and localization.
Chapters
00:00 The Myth of Global Brands
08:36 Understanding Local Markets
14:12 Defining a Global Brand
18:42 Best Practices for Global Brand Strategy
24:14 Adapting to Local Realities
25:23 Understanding Local Market Dynamics
29:52 Navigating Global and Local Tensions
34:26 Building Effective Global Marketing Networks
37:35 Social Responsibility and Sustainability in Branding
45:52 Outro
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
Opinion Party, the marketing podcast, examines the most pervasive myths in modern marketing through the cold, cruel lens of data.
Season 1 features hosts Laura Jones (CEO, BAV Group) and Jason Gaikowski (Chief Transformation Officer, VML) as they welcome guests from across the branding and marketing spectrum.
Don't miss any of our season 1 Guests:
In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the concept of brand purpose and its significance in modern marketing. They discuss the evolution of purpose-driven businesses, the challenges faced by legacy brands, and the importance of measuring purpose effectively. Guest Samuel Monnie shares insights on how to implement purpose in organizations and the economic benefits of empathy in business. The conversation emphasizes the need for a balance between purpose and profitability, encouraging marketers to embrace a more human-centered approach.
Takeaways
Chapters
00:00 Introduction to Brand Purpose
07:04 The Role of Purpose in Business
11:53 Defining Brand Purpose
18:22 Examples of Purpose-Driven Brands
26:09 The Importance of Built-In Purpose
29:33 Inclusive Design and Purpose
30:28 Legacy Brands and Authenticity
33:52 The Importance of Origin Stories
35:07 Measuring Purpose Effectively
39:46 Building a Business Case for Purpose
41:56 Humanizing Purpose in Organizations
44:03 Empathy and Economics in Business
49:36 Economic Empathy and Community Impact
53:34 Purpose Hive and Final Thoughts
58:30 Outro
In this 3 minute version episode 8 of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the concept of brand purpose and its significance in modern marketing. They discuss the evolution of purpose-driven businesses, the challenges faced by legacy brands, and the importance of measuring purpose effectively. Guest Samuel Monnie shares insights on how to implement purpose in organizations and the economic benefits of empathy in business. The conversation emphasizes the need for a balance between purpose and profitability, encouraging marketers to embrace a more human-centered approach.
In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.
Key Takeaways
Chapters
00:00 The Debate on Brands Taking a Stand
04:18 Data Insights on Brand Longevity
08:19 The Complexity of Brand Activism
14:27 Consumer Expectations and Brand Responses
20:10 The Impact of Political Stances on Brands
26:05 Finding the Balance in Brand Activism
30:38 Skepticism in Youth and Brand Authenticity
32:30 The Importance of Genuine Brand Commitment
36:15 The Role of Customer Experience in Brand Loyalty
37:29 CEO Responsibilities in Brand Management
42:27 The Impact of Marketers on Board Decisions
48:41 Bridging Theory and Practice in Marketing
55:56 Outro
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
In Season 1, Episode 6, of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
It's S1 E5 of Opinion Party! Hosts Laura Jones and Jason Gaikowski explore the intersection of brand humor and marketing with comedian @thefumiabe . They discuss the evolving role of humor in advertising, the importance of authenticity, and the creative processes behind comedy. The conversation delves into the effectiveness of comedic characters in advertising, the challenges of cultural identity in humor, and the implications of AI in the creative industry. The episode wraps up with insights on how brands can effectively use humor to connect with audiences while maintaining their identity.
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
A three minute version of S1 E5 of where Opinion Party, where hosts Laura Jones and Jason Gaikowski explore the intersection of brand humor and marketing with comedian Fumi Abe . They discuss the evolving role of humor in advertising, the importance of authenticity, and the creative processes behind comedy. The conversation delves into the effectiveness of comedic characters in advertising, the challenges of cultural identity in humor, and the implications of AI in the creative industry. The episode wraps up with insights on how brands can effectively use humor to connect with audiences while maintaining their identity.
⭐️ Full episode drops 5/20/2025, wherever you find your podcasts. ⭐️
Learn more a thttps://www.theopinionparty.com
Opinion Party is the marketing podcast where we interrogate marketing's most deeply held beliefs through the cold cruel lens of data and expert insights.
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski delve into the concept of authenticity in branding, particularly in the context of motherhood. They discuss the challenges and realities of motherhood, the disconnect between societal expectations and actual experiences, and the importance of creating authentic imagery in marketing. Guest Tina Cartwright shares her journey of rebranding motherhood and the need for community support, education, and resources for mothers. The conversation highlights the potential for brands to shift their approach to authenticity, moving from aspirational marketing to genuine support for mothers.
Opinion Party is the marketing podcast where we interrogate marketing's most deeply held beliefs through the cold cruel lens of data and expert insights.
Takeaways
Authenticity is a complex driver of relevance and esteem in branding.
Chasing authenticity for its own sake can lead to inauthenticity.
Mothers are a powerful economic force that brands need to recognize.
The imagery of motherhood often fails to reflect the reality of the experience.
Education and community support are crucial for mothers navigating their journeys.
Brands need to shift from aspirational marketing to genuine support for mothers.
The disconnect in motherhood imagery can lead to feelings of isolation and inadequacy.
Realistic portrayals of motherhood can help address systemic issues in maternal health.
Tina Cartwright's work emphasizes the importance of unsanitized imagery in motherhood.
The future of motherhood advocacy lies in creating supportive communities and resources.
Chapters
00:00 The Authenticity Trap: An Introduction
02:59 Authenticity in Branding: The Data Perspective
05:52 The Reality of Authenticity: Avoiding Inauthenticity
07:18 Motherhood: The Real Experience
15:54 Transitioning from Corporate to Authenticity in Motherhood
20:26 The Disconnect in Motherhood Imagery
29:09 The Need for Honest Representation in Motherhood
30:06 The Struggle of Motherhood: Beyond Winning
33:03 Authenticity vs. Aspiration in Branding
35:24 The Role of Education and Community in Motherhood
41:11 Rebranding Motherhood: A New Perspective
51:52 Untold Stories: The Importance of Sharing Experiences
52:21 The Future of Motherhood Advocacy: Building a Supportive Community
58:30 Outro
Find us at https://www.theopinionparty.com
Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan
In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski delve into the concept of authenticity in branding, particularly in the context of motherhood. They discuss the challenges and realities of motherhood, the disconnect between societal expectations and actual experiences, and the importance of creating authentic imagery in marketing. Guest Tina Cartwright shares her journey of rebranding motherhood and the need for community support, education, and resources for mothers. The conversation highlights the potential for brands to shift their approach to authenticity, moving from aspirational marketing to genuine support for mothers.
⭐️ Full episode drops 5/05/2025, wherever you find your podcasts. ⭐️
Learn more a thttps://www.theopinionparty.com
Opinion Party is the marketing podcast where we interrogate marketing's most deeply held beliefs through the cold cruel lens of data and expert insights.
Everyone is welcome at the Opinion Party, so give it a listen and share yours!
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Opinion Party is brought to you by:
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com.
CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan