THE FUTURE OF BRAND STORYTELLING w. Peter Abraham

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What’s the Big Idea?

Jim DiPiazza

4 episodes

6 days ago

Hosted by Jim DiPiazza, a veteran creative marketing executive and founder of Area of Expertise, What’s the Big Idea? unpacks the bold decisions, brand pivots, and creative plays that fuel real business growth. Jim speaks with founders, CMOs, and brand leaders from companies in transition—those scaling fast, repositioning, or seeking breakout visibility—about the marketing moments that made a difference. If you’re a growth-stage brand tired of funnel jargon and ready for strategic clarity, this is your new go-to listen.

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Marketing

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THE FUTURE OF BRAND STORYTELLING w. Peter Abraham

What’s the Big Idea?

53 minutes 41 seconds

1 month ago

THE FUTURE OF BRAND STORYTELLING w. Peter Abraham

What does it take to turn a flailing event into a cultural cornerstone? Or build a brand that stands for something in a crowded market? In this episode, Jim DiPiazza sits down with Peter Abraham, founder of Abraham Content Studio, to unpack his mission-led framework for brand turnarounds and creative growth. They explore how Peter helped reinvent the LA Marathon, what Lululemon taught him about community, and how even a “me-too” product can stand out with the right message. From actionable strategy to hard-won insights, this is a masterclass in brand building for marketers at any stage.

00:00 Introduction

00:32 Welcome to What's the Big Idea?

00:40 Meet Peter Abraham: Brand Strategist

01:40 Peter's Journey: From TV Commercials to Sports Marketing

02:38 Reinventing the LA Marathon

05:32 Current Focus: Abraham Studio

10:23 The Four-Part Framework for Brand Success

19:58 The Importance of Customer Research

26:25 Mastering the Art of Selling Ideas

28:03 The LA Marathon Transformation

30:38 Revitalizing the Marathon's Mission

31:59 Engaging the Community

33:46 The Ultimate Outcome of the LA Marathon

35:18 Exploring Other Brand Successes

35:58 The Bike Industry and Supply Chain Challenges

39:48 Building Relationships and Brand Loyalty

41:12 The Importance of Standing for Something

44:55 Patagonia's Bold Stand

47:34 Final Thoughts and Recommendations

Follow Jim and Peter:

Connect with Jim:

LinkedIn: https://www.linkedin.com/in/jimdipiazza/

Website: https://www.jimdipiazza.com/

Connect with Peter:

LinkedIn: https://www.linkedin.com/in/peterabraham2/

Website: https://abrhm.com/