Bill Gullan - Podcast Details

Shows

The Champions of Purposeful Change Podcast Wired for Research with Jennifer Avery of NBC Universal Destinations and ExperiencesJennifer Avery takes us through her career journey and into her role as Senior Vice President of Strategy & Insights at Universal Destinations and Experiences. Jennifer shares her perspective on what it takes to thrive in insights, the difference between “smart” and “dumb” research, and her take on technology’s impact on insights. Join us to hear more! Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbran...

2025-01-0844 min

The Champions of Purposeful Change Podcast A 2024 Roundtable Review with Fellow Finches John Ferreira and Lauren CollierJoin us for a special edition episode of the Champions of Purposeful Change podcast as we host a roundtable discussion between President Bill Gullan, Chief Insights Officer John Ferreira, and Chief Experience Officer Lauren Collier. We consider the trends we’ve seen over the past year and the necessity of approaching research, and AI in particular, with the human (consumer and employee) experience in mind. Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow...

2024-12-1240 min

The Champions of Purposeful Change Podcast Navigating Work Life Balance with Nina Kentsis of UBS BankJoin us as Nina Kentsis takes us through her career journey on the supplier side, in the client world, and into her present role as Director of Client and Market Insights at UBS Bank, US. A modern-day Renaissance woman, along the way she also became an accomplished screenwriter! Join us to hear more! Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands Fac...

2024-11-1448 min

The Champions of Purposeful Change Podcast Data-Fluent Storytelling with Rebecca FarabaughJoin us as Rebecca Farabaugh, from Allegheny Health Network in Pittsburgh, takes us through her career journey and into her present role. She’ll share her passion for insights and, importantly, how stories help bring data to life. Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands Facebook: Finch Brands LinkedIn: Finch Brands The post Data-Fluent Storytelling with Rebecc...

2024-10-1034 min

The Champions of Purposeful Change Podcast Listen Up! Audio Insights with Idil Cakim of AudacyJoin us as Idil Cakim, SVP of Insights at Audacy, takes us through her career journey and into her present role – which blends the traditional resonance of audio with progressive formats such as podcasting. Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands Facebook: Finch Brands LinkedIn: Finch Brands The post Listen Up! Audio Insights with Idil Cakim of Aud...

2024-09-1130 min

The Champions of Purposeful Change Podcast Using Insights to Help News Organizations Break Through – with Nicole Rocchio of GoogleJoin us as Nicole Rocchio, Global News Consumer Insights Lead at Google, takes us through her career and the unique initiative she leads – which helps news organizations use insights to connect with readers. With so much going on in the world, Nicole shares the thinking behind this initiative and how she works with leading publishers. Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands

2024-08-0734 min

The Champions of Purposeful Change Podcast Putting Guests at the Center – with Elizabeth Oates of ULTA BeautyOn this episode, we catch up with Elizabeth Oates, Vice President of Consumer Insights and Guest Services at ULTA Beauty. Join us as Elizabeth walks us through her career and talks about her role driving customer centricity at the largest beauty retailer in the U.S.. We hope you enjoy the show! Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands Facebook: Fin...

2024-05-0827 min

The Champions of Purposeful Change Podcast Channeling the Voice of the Customer with Brittany Kennedy of SYSCOOn this episode, we catch up with Brittany Kennedy, Director of Research and Insights at SYSCO. Join us as Britt walks us through her career and talks about her role channeling the voice of the customer at the world’s global foodservice leader. We hope you enjoy the show! Download our 2024 Insights Community Benchmarking Guide here If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands X: @finchbrands Facebook: Finch Brands Li...

2024-04-1026 min

The Champions of Purposeful Change Podcast Innovation Through Insights with Matt Thell of General MillsOn our first episode of Champions of Purposeful Change, Matt Thell of General Mills takes us through his career journey and shares stories from along the way. Matt is part of an internal strategic consultancy that helps General Mills pursue a range of innovation opportunities – and he’s passionate about putting insights at the center of the work. You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands Twitter: @finchbrands Facebook: Finch Brands LinkedIn: Finch Brands The post Innovation Through Insights wi...

2024-03-1229 min

The Champions of Purposeful Change Podcast Champions of Purposeful Change™ Trailer – New Podcast Coming SoonWe’re evolving our podcast from Real-World Branding with Bill Gullan and relaunching as Champions of Purposeful Change with Bill Gullan. The podcast will spotlight those who are making an impact – especially those making a difference in Insights roles. We started in 2014 and have over one hundred episodes on the books. What sparked this change in direction? We have become increasingly drawn to leading thinkers in insights roles that drive impact in their roles and who are champions of purposeful change in their organizations. Our podcast combines compelling career journeys with the big ideas that driv...

2024-03-0600 min

The Champions of Purposeful Change Podcast Socializing Insights with Victoria Ng, Director Consumer Insights at SodexoOn this week’s episode of Real World Branding with Bill Gullan, podcast host and President of Finch Brands, talks Socializing Insights with Victoria Ng, Director Consumer Insights at Sodexo. Finch Brands runs a brand tracker for Sodexo and they’ve been one of our more adventurous and forward-thinking clients, asking us to help them socialize the insights gathered from their brand tracker and create an animated video using the data. We loved working on this project and so we thought you too might love to hear from the woman behind the scenes at Sodexo, Victoria Ng, Director Consumer Insig...

2023-01-2533 min

Real-World Branding Socializing Insights and Data Visualization with Victoria Ng of SodexoOn this week's episode of Real World Branding, Bill Gullan President of Finch Brands and podcast host talks Insights Socialization with Victoria Ng, Director Consumer Insights at Sodexo. After engaging in and investing in research, there is still more work to be done to translate data into insights. By socializing the data and making it appealing to more than just researchers, it extends the life and purpose of the data. Are you making your data sets more digestible by creating visual stories to accompany the data? Should you be? We think so. Listen to...

2023-01-2333 min

Real-World Branding Owning the Next 6 Weeks and M&A Brand Identity DecisionsIn this episode of Real-World Branding, our President and host, Bill Gullan takes on 3 common themes we’ve been hearing from our clients regarding the remainder of 2022. He also covers, at length, how to handle brand identity choices in the wake of M&A Activity. Check out our Rebranding Strategies for M&A blog and Download a copy of our M&A Branding Playbook. You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands Twitter: @finchbrands Facebook: Finch Brands LinkedIn: Finch Bra

2022-11-1024 min

The Champions of Purposeful Change Podcast Owning the Next 6 Weeks and M&A Brand Identity DecisionsIn this episode of Real-World Branding, our President and host, Bill Gullan takes on 3 common themes we’ve been hearing from our clients regarding the remainder of 2022. He also covers, at length, how to handle brand identity choices in the wake of M&A Activity. Check out our Rebranding Strategies for M&A blog and Download a copy of our M&A Branding Playbook. You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands Twitter: @finchbrands Facebook: Finch Brands LinkedIn: Finch Br...

2022-11-1024 min

The Champions of Purposeful Change Podcast Switch With Confidence With John Ferreira & Tim DeGennaro Finch BrandsAs we frequently note, many companies have built an insights community to provide a continuous, on-demand flow of quantitative and qualitative input from customers and prospects. Yet – for a variety of reasons – these initiatives can sometimes fail to make the desired impact or can degrade over time. This blog dives into the 10 signs it might be time to switch and two of Finch Brands’ senior insights leaders – John Ferreira and Tim DeGennaro – joined our podcast to (a) discuss signs that an insights community needs an upgrade and (b) debunk the myth that switching providers/platforms is difficult. If you lik...

2022-09-1524 min

The Champions of Purposeful Change Podcast From Data to Insight to Action with Kate Virzi SVP, Consumer Insights- Finch BrandsResearch suppliers and clients alike are responsible for turning the data they collect into genuine insight with which to progress brands and businesses. In this episode of Real-World Branding, Finch Brands’ own Kate Virzi, discusses her career – brand side on the Subway marketing team and as a supplier at Nielsen’s BASES – and how researchers and clients alike can socialize insights to drive action. If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube Follow us: Instagram: @finchbrands Twitter: @f...

2022-09-1439 min

The Champions of Purposeful Change Podcast Ready, Set, Sprint! With Gary Kopervas SVP, Creative Strategy- Finch BrandsToday on Real-World Branding, we sat down with Gary Kopervas, SVP, Creative Strategy at Finch Brands. Take a listen as Gary dives into what Sprints are, how they work, and why more companies today are using sprints to accelerate key brand and business initiatives in the real-world. If you like the podcast, please give us a rating! You can now find videos of our podcast recordings on YouTube. https://blog.finchbrands.com/ready-set-sprint-with-gary-kopervas-svp-creative-strategy-finch-brands Follow us: Instagram: @finchbrands Twitter: @finchbrands Facebook: Finch Brands LinkedIn: Finch Brands T...

2022-07-2637 min

The Champions of Purposeful Change Podcast Putting Customers at the Center with Trish Wethman, Chief Customer Officer at Best EggToday on Real-World Branding, we sat down with Trish Wethman from Marlette Holdings (d/b/a Best Egg – a company with roots in personal loans, recent expansion into credit, and more to come). Take a listen as Trish details the fundamental power of CX to transform businesses – internally and externally. If you like the podcast, please give us a rating! For the first time, you can find a video of our podcast recording on YouTube. https://blog.finchbrands.com/putting-customers-at-the-center Follow us: Instagram: @finchbrands Twitter: @finchbrands Facebook: Finch Bran...

2022-05-2500 min

The Champions of Purposeful Change Podcast Full M&A Branding Playbook Over the past couple weeks, we’ve broken our M&A Branding Playbook into sections – today’s episode is a full audio version of the Playbook! This represents our compendium of best practices for how to define and execute key branding choices in the wake of M&A activity. If you like our podcast, please subscribe and share with your colleagues, friends, and family. http://blog.finchbrands.com/full-mabrandingplaybook The post Full M&A Branding Playbook appeared first on Finch Brands.

2021-10-2124 min

The Champions of Purposeful Change Podcast M&A Branding Playbook – Part 3 Sadly, this is the final section of our M&A Branding Playbook podcasting journey. We hope you enjoyed our audio version of the Playbook and have a deeper insight into what drives M&A success from a branding perspective. If you enjoy our podcast, please give us a rating and subscribe. http://blog.finchbrands.com/mabrandingplaybook-part3 The post M&A Branding Playbook – Part 3 appeared first on Finch Brands.

2021-10-1311 min

The Champions of Purposeful Change Podcast M&A Branding Playbook – Part 2 In this episode, we continue with Part 2 of the M&A Branding Playbook. This section is packed with tips and tricks for how to navigate the branding process by listening well and documenting key decisions. If you’re enjoying the Playbook and our podcast, please subscribe and give us a follow on Twitter – @finchbrands or @billgullan. http://blog.finchbrands.com/mabrandingplaybook-part2 The post M&A Branding Playbook – Part 2 appeared first on Finch Brands.

2021-10-0611 min

The Champions of Purposeful Change Podcast M&A Branding Playbook – Part 1 Today we are shaking things up here at Real-World Branding – a dramatic reading of our very own M&A Branding Playbook. Broken down into three easy-to-consume episodes, please enjoy Part 1. If you like our podcast, please subscribe. https://blog.finchbrands.com/mabrandingplaybook-part1 The post M&A Branding Playbook – Part 1 appeared first on Finch Brands.

2021-09-2906 min

The Champions of Purposeful Change Podcast Building an Authentic Brand – Therabreath – Phil Rubin, President Today on Real-World Branding, we hear from Phil Rubin of Therabreath. Tune in to hear about his career journey, how the Therabreath brand got started and where it is today, and what it takes to build a brand that is disruptive yet authentic. If you like our podcast, please subscribe! blog.finchbrands.com/therabreath The post Building an Authentic Brand – Therabreath – Phil Rubin, President appeared first on Finch Brands.

2021-07-2840 min

The Champions of Purposeful Change Podcast Branding Keynote with Bill Gullan, President of Finch Brands – NERUCA Conference 2019 Tune in today on Real-World Branding Podcast for the Northeast Regional Urgent Care Association Conference’s Branding Keynote. Bill Gullan, President of Finch Brands, walks through the foundations of branding and what makes a great brand. If you like our podcast, please subscribe! http://blog.finchbrands.com/urgent-care-keynote The post Branding Keynote with Bill Gullan, President of Finch Brands – NERUCA Conference 2019 appeared first on Finch Brands.

2019-11-1253 min

Real-World Branding Branding Keynote with Bill Gullan, President of Finch Brands – NERUCA Conference 2019Tune in today on Real-World Branding Podcast for the Northeast Regional Urgent Care Association Conference's Branding Keynote. Bill Gullan, President of Finch Brands, walks through the foundations of branding and what makes a great brand. If you like our podcast, please subscribe!

2019-11-1253 min

The Champions of Purposeful Change Podcast Critiquing Gillette – Aryeh Cohen-Wade, Bloggingheads.tvAryeh Cohen-Wade (Bloggingheasd.tv) and Bill Gullan (Finch Brands) Brand consultant Bill on Gillette’s controversial new ad on masculinity Bill explains what a brand consultant does Why Gillette took a big risk Was a conservative backlash part of Gillette’s plan? Was the ad a success? Pepsi’s disastrous political ad and Nike’s successful political ad If you like our podcast, please subscribe and leave us a rating! The post Critiquing Gillette – Aryeh Cohen-Wade, Bloggingheads.tv appeared first on Finch Brands.

2019-01-2448 min

MedTech Mindset Branding in MedTech with Bill GullanIn this episode, branding expert Bill Gullan, President of Finch Brands, speaks with Smithwise Marketing Director Daniel Henrich about what branding is and why's it's critical in the world of medtech ventures. Bill and Dan discuss:What branding is, and what it's notHow company identity and go-to-market strategy are reflected in a brandWhen is the right time to worry about branding? Developing market and buyer insightsNaming your product and company

2019-01-1543 min

The Champions of Purposeful Change Podcast The Human Brand – Chris MaloneChris Malone is the co-author of The Human Brand. Following three years of research, Chris explains how social psychology and the way we interact with humans mirrors how we interact with brands, products, and companies. Using the principles of warmth and competence, Chris demonstrates how brands can better connect with consumers. If you like our podcast, please subscribe and leave us a rating! Transcription: Chris Malone:Never let a great crisis go unused, go to waste because it doesn’t come along very often. When things are going smoothly and everything’s going according to plan...

2018-04-1234 min

The Champions of Purposeful Change Podcast Membership Has Its Perks – Todd RothenbergerTodd Rothenberger is SVP and CMO of Diamond Credit Union. Credit unions are interesting for a variety of reasons, but Todd and his team have been extremely effective at telling the Diamond story and conveying their difference to compel consumers to choose Diamond. If you like our podcast, please subscribe and leave us a rating! Transcript: Bill Gullan: Greetings one and all, this is Real-World Branding, I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. Thank you for joining us. Normally the cadence here at Real-World Branding, is that we have an...

2018-03-2130 min

The Champions of Purposeful Change Podcast Getting Kleer Direction – Dave Monahan, CEO of KleerCountless industries are ripe for disruption, and the dental market is no different. Dave Monahan and his team knew there was something to be done but needed clarity to build a successful model. Through a rigorous process of market research and beta testing, they’ve built a brand and platform at Kleer that cuts out the middle man and connects dentists directly with consumers to make dental care accessible and easy for all. If you enjoy our podcast, please subscribe and leave us a rating! Transcription: Dave Monahan: And I didn’t know that market, it was...

2018-02-1330 min

The Champions of Purposeful Change Podcast One Big Idea: Super Bowl SmackdownFollowing the final whistle, there is a clear winner and loser on the field. While Eagles fans everywhere rejoice, we take some time to look at the winners and losers off the field as it relates to the Super Bowl advertisers. In this episode, we provide a couple of comments on this year’s commercials — both trends and overall themes, as well as specific ads that worked or didn’t work. If you enjoy our podcast, pleas subscribe and leave us a rating! Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill G...

2018-02-1018 min

The Champions of Purposeful Change Podcast It’s What’s Inside that Counts – Daniel Ruble, VP Marketing at CubeSmartDaniel Ruble is Vice President of Marketing at CubeSmart, a leading self storage service provider. In this episode, Daniel lends his insight into how the brand is used to balance the functional and emotional factors that drive consumer decision-making in an interesting, yet low-frequency category. If you like our podcast, please subscribe and leave us a rating! Transcription: Daniel Ruble: So often it’s not about building that unaided recall, that brand awareness, that top of mind awareness. It’s about building and establishing a brand expectation that’s a bit of an undercurrent. Bill...

2018-02-0131 min

The Champions of Purposeful Change Podcast One Big Idea – Your Strategy is ShowingStrategy is only as good as it’s execution. All too often, we see brands taking a very heavy handed, overt approach to bringing a strategy to life. This week, we look at the recent Diet Coke expansion and how this strategy is directly linked to the brand’s initiative to reach millennials. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings, one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. Thank you for joining us. This is One...

2018-01-2610 min

The Champions of Purposeful Change Podcast Small Business Branding – Pia Silva, Partner at Worstofall DesignPia Silva: Never be different just for the sake of being different. I think that people get confused with that, “Oh, I have to stand out, so let me do this thing,” and that’s why there’s so much inauthenticity milling about. Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, president of Finch Brands, a premier boutique branding agency. And it’s not going to stop me, folks, having a cold here, which you may be able to hear a little bit of the vestiges of. I know that it is o...

2018-01-1832 min

The Champions of Purposeful Change Podcast One Big Idea – Brand Damage and the Effects of ScandalAlmost every day or every week there’s a negative headline about a brand. In this week’s episode, we look back on brands that have been tarnished by some event or series of events and how and why some scandals will hurt brands more than others. If you like our podcast, please subscribe and leave us a rating! Transcript: Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, president of Finch Brands a premier boutique branding agency and this is One Big Idea. Today’s topic is scandal. Maybe not in s...

2018-01-1114 min

The Champions of Purposeful Change Podcast B2B Branding – Jason Rabbino, CEO of Saberhawk Growth PartnersWith significant differences from marketing to consumers, B2B branding is a unique and interesting challenge for organizations across the globe. Having served as a senior executive at three best-in-class multinational companies: Aramark, Tyco International and CHEP (Brambles Ltd), Jason Rabbino shares his insights on how to build strong brands in the B2B world. If you like our podcast, please subscribe and leave us a rating! Transcription: Jason Rabbino: But on the B2B side, once you go beyond your home country the brand characteristics, the brand value, the brand message may resonate quite...

2018-01-0331 min

The Champions of Purposeful Change Podcast Sweetening the Brand – Kim Holdsworth, VP Marketing at Heartland Food Products GroupAs the Vice President of Marketing at Heartland Food Products Group, Kim Holdsworth manages global marketing for SPLENDA®, among other things. With her CPG background and insight into managing brands globally, Kim provides a unique perspective on what makes big brands successful. If you like our podcast, please subscribe and leave us a rating! Transcription: Kim Holdsworth: You have to understand who you’re speaking with, how they’re using the product and we continue to do that every day. We continue to do the research to understand how consumers are using and thinking about the c...

2017-12-1324 min

The Champions of Purposeful Change Podcast Interacting with Brands – James Giglio, CEO of MVP InteractiveFrom virtual and augmented reality to interactive kiosks and beyond, technology has impacted every facet of our lives. The emergence of these platforms present an opportunity for brands to create immersive experiences for consumers. James Giglio and the team at MVP Interactive are leading the way in tech-driven brand experiences. In this episode, James provides his insight into the way technology is changing these brand interactions and how it enables deeper connection with consumers. If you like our podcast, please subscribe and leave us a rating! Transcription: James Giglio: This idea of consumer engagement and...

2017-11-3032 min

The Champions of Purposeful Change Podcast One Big Idea: How Good is Your Logo?In this week’s episode, we talk all about logos with Finch Brands’ Creative Director, Jess Koffman. We review what makes a logo successful and detail the finer points of great logo design. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings one and all, this is Real-World Branding, I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea, and today we have ‘logopalooza’ or something similar. We’re going to talk a lot about logos, and we’re going to introduce t...

2017-11-1533 min

The Champions of Purposeful Change Podcast Culture Counts – Rob Levin, COO of PrintflyRob Levin, COO of Printfly shares his perspectives on the role of brand and culture after joining a business that experienced explosive organic growth. His insight speaks to the importance of these elements in sustaining and supercharging the next stage of the business. If you like our podcast, please subscribe and leave us a rating! TRANSCRIPTION Rob Levin: Every company has a culture, like it or not it develops. You either get to write that story or it’s going to write itself. Bill Gullan: Greetings one and all, this Real-World Brand...

2017-11-0942 min

The Champions of Purposeful Change Podcast One Big Idea – Amazon HQ2Cities and municipalities across the nation have submitted bids to host Amazon’s second headquarters. With the promise of economic development and job opportunities, its a no-brainer why. In this episode, we look at the role that this opportunity has on both the Amazon brand and the brand of it’s future home. Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, the premier boutique branding agency and this is One Big Idea. In Philadelphia certainly, and in cities and towns across the countr...

2017-11-0115 min

The Champions of Purposeful Change Podcast Baking Up Brands – Melissa Ben-Ishay and Seth Horowitz of Baked by MelissaIn this episode, we host Melissa Ben-Ishay and Seth Horowitz of Baked by Melissa. Melissa, co-founder and chief product officer, shares her story from losing her job to building a brand out of joy and authenticity. Seth details his journey from some of the biggest brands in the world to his new post as Baked by Melissa’s CEO. Together they discuss the role of brand and culture in building strong brands that grow. If you like our podcast, please subscribe and leave us a rating! Transcription: Seth Horowitz: I thought, “Wow. Amazing brand. I thin...

2017-10-2539 min

The Champions of Purposeful Change Podcast One Big Idea: Kneel or Stand – What’s Happening to the NFL’s Brand?As the cultural divide continues to widen in the US, many brands are caught in the middle. Most notably, the NFL finds itself in between the two positions and things are starting to heat up for the brand. In this podcast, we take another look at the things impacting the NFL’s brand and that of others in the crosshairs. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, your host and the president of Finch Brands, a pre...

2017-10-1812 min

The Champions of Purposeful Change Podcast One Big Idea: The Keys to Successful Insights CommunitiesWhether your looking to inform brand positioning, product mix, pricing, specific ad copy testing, trend tracking, or staying in tune with how the marketplace is changing, insights communities are a key tool for brands and consumer insights departments. This week, we host John Ferreira and Tom Finkle who share their perspectives on the changing pace of market research and the keys to a successful research community. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, pres...

2017-09-2524 min

The Champions of Purposeful Change Podcast One Big Idea: Rebranding GNC, A Recipe for Gains?Reeling from struggling earnings and loss of market share, GNC announced a “One New GNC” rebranding initiative, will it be enough to pull the brand out of its slump? If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, your host an President of Finch Brands, a premier boutique branding agency. We were very happy to have you, and this is a fun time of year in our ind...

2017-01-2510 min

The Champions of Purposeful Change Podcast One Big Idea: Slogans for PresidentWith less than two weeks until election day in the US, we take a look at the role and effectiveness of campaign slogans across the years. With unique insight provided by the glimpse into the Clinton campaign and the road to the final slogan, we take a nonpartisan look at branding presidential candidates. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is Real-World Branding, I’m Bill Gullan, President of Finch Brands, a p...

2016-10-2816 min

The Champions of Purposeful Change Podcast One Big Idea: A (Met) Life Without SnoopyAs the company and business model evolves, MetLife recently debuted a new brand identity – the first major marketing change for the life insurance company in 30 years. With the rebrand, MetLife has chosen to part ways with Snoopy and the Peanuts gang. At a time when the Peanuts brand is surging after a renaissance, what does this move mean as the brand moves forward? In this week’s episode, Bill provides comment on the rebrand and decision to drop Snoopy. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Downl...

2016-10-2011 min

The Champions of Purposeful Change Podcast Branded Tech: Chris Cera, CEO of Arcweb TechnologiesIn this week’s episode, we host Chris Cera, Founder and CEO of Arcweb Technologies, a digital product design company. He shares his insights on the role of the brand in custom software solutions and app development. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Chris Cera: I do think that there is a revolution of sorts that is happening, and that people realize that they need to care about user experience and customer experience. Bill Gullan: Gre...

2016-09-2228 min

The Champions of Purposeful Change Podcast One Big Idea: Do We Need a Tagline?In this week’s episode, Bill examines the factors that are critical to deciding whether or not a tagline is appropriate for a brand. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency, and this is One Big Idea. We’ve heard a lot recently in our own work and just, scanning the inter webs and other media s...

2016-09-0916 min

The Champions of Purposeful Change Podcast The Truth About Digital: Mitchell Reichgut, CEO of Jun GroupIn this week’s episode, we host Mitchell Reichgut, Founder and CEO of Jun Group. With over two decades of applied experience, Mitchell explains how advancements in mobile and digital media are transforming the way brands communicate with consumers. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Mitchell Reichgut: In all the years that I’ve worked in digital media, I have never seen anything like the rapid and complete change that mobile has brought. Bill Gullan: Greet...

2016-09-0135 min

The Champions of Purposeful Change Podcast Nothing but Nets: Elisa Padilla, SVP and CMO of Brooklyn Sports and EntertainmentIn this episode, we host Elisa Padilla, CMO of Brooklyn Sports and Entertainment. An accomplished media professional and sports marketer, she walks us through the intricacies of the Brooklyn Nets’ rebranding process as the team moved from New Jersey. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Elisa Padilla: We are selling an experience and we’re selling a moment, because for us, it’s all about creating memories. Bill Gullan: Greetings one and all. This is Real-Wo...

2016-08-1634 min

The Champions of Purposeful Change Podcast The Mother of All Brands: Agata Clevenger, Destination MaternityIn this episode, we host Agata Clevenger, whose impressive career includes leadership roles at both David’s Bridal and Destination Maternity. We take a look at how branding helps companies succeed in fixed categories with short consumption cycles. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Agata Clevenger: Really, neither one of those brands is a brand that can grow the pie or the market. You’re dealing with a constrained amount. The market is only so big, you reall...

2016-07-2851 min

The Champions of Purposeful Change Podcast One Big Idea: Testing CreativeIn this week’s episode, Bill details the role of target market feedback in developing creative brand elements, with a focus on when and how to test creative designs with consumers. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription The post One Big Idea: Testing Creative appeared first on Finch Brands. The post One Big Idea: Testing Creative appeared first on Finch Brands.

2016-07-2106 min

The Champions of Purposeful Change Podcast Extreme Branding: Donna Goldsmith – SVP of Tough Mudder Inc.In this episode, we examine the role of licensing and consumer products in brand growth. Donna Goldsmith, SVP of Consumer Products, Partnerships and International Event Licensing at Tough Mudder, reviews lessons learned across brands including the NBA and WWE. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Donna Goldsmith: I think it’s just what your brand stands for. It makes all the difference. Bill Gullan: Greetings, one and all. This is Real-World Branding. I’m Bill Gulla...

2016-07-1440 min

The Champions of Purposeful Change Podcast One Big Idea: Talking to RobotsIn this week’s episode, we sit down with Josh Rosen, VP of Brand Strategy at Finch Brands and master of all things digital, to review Mary Meeker’s annual Internet Trends Report. Among the trends she highlights, we cover those that are most pertinent to brands and businesses including, the rise of voice search, increasing movement back to brick and mortar, consumer device preferences, and many others. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill: Greetings, one and a...

2016-06-0919 min

The Champions of Purposeful Change Podcast One Bonus Idea: Ali the IconIn this Bonus episode, Bill reflects on the life and legacy of the late Muhammad Ali through a brand and marketing lens. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, Real-Word Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Bonus Idea. We do typically one specific topic in the branding world and the art of business building in every off week between the interviews tha...

2016-06-0714 min

The Champions of Purposeful Change Podcast The Power of Content: Ray Carballada – Media, Content, and Advertising ExecutiveRay Carballada, a media, content, and advertising executive, shares the ways that content is shaping how brands communicate and shares insight into what the future of content may look like. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Ray Carballada: Quality when it comes to video content is a commodity, people don’t buy quality anymore. Really the value now on the content side is in the idea and the creative, and that’s really where all the value is.

2016-06-0238 min

The Champions of Purposeful Change Podcast One Big Idea: Lifestyle Brands 101Lifestyle brand – an inescapable buzzword that it seems everyone from apparel brands to consumables are seeking to become – but what does it really mean? In this week’s episode, Bill examines the two critical components of what it takes to be a true lifestyle brand and looks at classic examples of lifestyle brands across categories. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Bra...

2016-05-2716 min

The Champions of Purposeful Change Podcast The Path to a Lifestyle Brand: Sarah Van Aken, President and COO of Kathy Davis StudiosIn this week’s episode, we host Sarah Van Aken, President and COO of Kathy Davis Studios. She shares her experience across industries such as fashion, real estate, and most recently at Kathy Davis Studios, to explain how companies move beyond the product to become a lifestyle brand. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Sarah Van Aken: A brand is not one product, a brand is not one person. It’s every single touch point. It’s how it’...

2016-05-2027 min

The Champions of Purposeful Change Podcast One Big Idea: How Sales Figures InBusiness leaders come from all backgrounds and departments — with many having experience in a sales role. In this week’s episode, Bill discusses the benefit of having a sales background in one’s career as preparation for our industry and beyond. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription The post One Big Idea: How Sales Figures In appeared first on Finch Brands. The post One Big Idea: How Sales Figures In appeared first on Finch Brands.

2016-05-1110 min

The Champions of Purposeful Change Podcast Turning the Tables: Bill Gullan, President of Finch BrandsIn this week’s episode, we turn the tables and interview the man behind the microphone at Real-World Branding. Bill details his professional background, explains the key trends he sees shaping the branding world, and provides insight into what it means to be a real-world branding agency. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan:What drew me to branding, what caused me to fall in love with it, and what we keeps me fired up about it...

2016-05-0643 min

The Champions of Purposeful Change Podcast One Big Idea: Not So Friendly SkiesFrom hidden fees and cramped conditions to inconsiderate staff and bad food, the experience of air travel, for lack of a better word, sucks. In this week’s episode, Bill uses the airline industry as an example to evaluate the value of seeking, and the risks of neglecting, a great customer experience as well as its impact on brand loyalty. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is Real-World Branding. I’m Bil...

2016-04-2714 min

The Champions of Purposeful Change Podcast Experience the Brand: John Kasman, VP of PGAV DestinationsThe use of branded destinations and experiential marketing is becoming a core strategy as brands look to make lasting connections with consumers. In this episode, we host John Kasman, VP of PGAV Destinations, a leading destination design firm working with some of the world’s biggest brands to bring life changing experiences to their customers. We discuss the elements of successful brand destinations, how brands begin to think about experiential marketing, and how to weave the brand into every aspect of a destination. If you like our podcast, please subscribe and leave us a rating! Podcast: Pl...

2016-04-1635 min

The Champions of Purposeful Change Podcast One Big Idea: Global ConcernsIn this week’s episode, Bill takes an introspective look at some global brand strategies that have worked and others that have missed the mark to emphasize what one must consider as brands expand into global markets. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is Real-World Branding. I’m Bill Gullan, President of Finch Brands. This is One Big Idea, we’ve entitled this Global Concerns this week. One of the topics...

2016-04-1312 min

The Champions of Purposeful Change Podcast One Big Idea: Cooler and WarmerRhode Island’s recent branding campaign has caused an uproar on social media and beyond. In this episode, Bill discusses brand strategy’s role in informing creative expression — and the perils of separating the two. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premiere boutique branding agency. Thank you for joining this week’s One Big Idea. We’ve entitled it Cooler and...

2016-04-0611 min

The Champions of Purposeful Change Podcast You Don’t Know Jack – Ana Kornegay, Brand Director of Jack Daniel’s Craft and Luxury, Brown-FormanWhat makes a brand iconic? And how can brands at that level embrace their heritage while expanding innovation. Ana Kornegay, Brand Director of Jack Daniel’s Craft and Luxury, details what it takes to balance and grow a long-standing, iconic brand in an ever-changing market. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Ana Kornegay:: A lot of brands are really focused on experiential marketing. We really want to create wonderful experiences for people that connect them to our bra...

2016-03-3037 min

The Champions of Purposeful Change Podcast One Big Idea: Selling the BrandMany sales-driven organizations tend to overlook the supportive role the brand can play in assisting the sales force. In this week’s episode, Bill discusses the complementary role and value of brand marketing as a companion to selling efforts. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings, one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency and this is One Big Idea. We’re calling this Sel...

2016-03-2310 min

The Champions of Purposeful Change Podcast Chase Utley as a Muppet: Matt Hoffman – Founder and CEO, Bleacher CreaturesMatt Hoffman is the Founder and CEO of Bleacher Creatures, maker of uniquely true-to-life plush figures of the greatest athletes and entertainment icons. In this episode, Matt details the twists and turns that have taken him from playing in a band to launching a successful brand. Learn how he channeled his passion into his business to realize the dream of seeing ‘Chase Utley as a Muppet’ and helping Pope Francis ‘find himself’. Ripe with insights and advice, Matt’s entrepreneur journey is exciting, educational, and entertaining. If you like our podcast, please subscribe and leave us a rating! Podca...

2016-03-1854 min

The Champions of Purposeful Change Podcast One Big Idea – Time to Rebrand?In this week’s episode, Bill examines the differences between a brand refresh and a fundamental rebranding, as well as the reasons why a rebrand may or may not be right for an organization. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings, one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea. Today’s topic is rebranding. In fact we’ve titled it...

2016-03-1112 min

The Champions of Purposeful Change Podcast Anthony Bucci – Co-Founder and CEO of RevZilla: 100% OrangeAnthony Bucci is the Co-Founder and CEO of RevZilla, a leading e-commerce company specializing in motorsports and motorcycle accessories. In this episode, he shares with us his fascinating and inspiring journey from enthusiast to immensely successful business leader and brand builder. Anthony’s insight affirms many of the brand principles that we examine in prior episodes and is delivered in a very entertaining way. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is...

2016-03-0443 min

The Champions of Purposeful Change Podcast One Big Idea: Changing the GameBrands must adapt with evolving social trends in order to thrive, but the most powerful brands are themselves leaders. Finch Brands’ own Mary Hanna speaks about her tenures at Martha Stewart Living Omnimedia and Toys”R”Us through the lens of women’s empowerment, an important cultural movement. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One...

2016-02-2513 min

The Champions of Purposeful Change Podcast The Pursuit of Happiness: Ed Harris, VP Marketing at the Valley Forge Tourism and Convention BoardIt is often said that good marketing is based on storytelling. With his background working with brands like AND1, Converse, Timberland, and Under Armour, and his current role as the VP of Marketing and Communications at the Valley Forge Tourism and Convention Board, Ed Harris shares his insight into the parallels in branding across the for profit and non-profits space and the role of storytelling in elevating a brand. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Ed Harris: E...

2016-02-1747 min

The Champions of Purposeful Change Podcast One Big Idea: M&A BrandingMergers and acquisitions lead to a host of integration questions — including a set of important branding decisions. With many contributing factors to consider, there are four general strategies for brand architecture in these situations. In this episode, Bill looks at M&A branding strategies and details the process for determining the best path for specific scenarios. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings, one and all. This is Real-World Branding. I’m Bill Gullan, President of Fi...

2016-02-1113 min

The Champions of Purposeful Change Podcast Reinvigorating a Business: Keira Krausz, Nutrisystem EVP & CMOWhen Keira Krausz became Chief Marketing Officer of Nutrisystem in 2013, the company was in a ’turnaround’ situation. Fast forward to today—Keira and her marketing team have contributed to an incredible rebirth, including seven straight quarters of growth. In this episode of Real-World Branding, Keira walks us through the twists and turns of her career and the story behind Nutrisystem’s recent success and its future plans. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Keira Krausz: A lot of people...

2016-02-0327 min

The Champions of Purposeful Change Podcast One Big Idea: Summer DreamsWhen summer comes, everyone has a particular place that is ‘their’ beach town, but how do places separated by mere miles stand apart so drastically in the minds of consumers? On this week’s episode we look inward at a recent branding project with the borough of Wildwood Crest, New Jersey. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premiere boutique...

2016-01-2921 min

The Champions of Purposeful Change Podcast Accelerating the Brand: David Bookspan, Founding Partner of Dreamit VenturesWhy do some new businesses succeed and others fail? Dreamit Ventures has been ranked as one of the top 10 business accelerators in the world, and David Bookspan, Founding Partner, shares his insight into the role of the brand in growing early stage companies. If you like our podcast, please subscribe and give us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription David Bookspan: Most fabulously successful companies are brands first. I think you have to build your company around the brand. It’s never to early to start thinking abo...

2016-01-2138 min

The Champions of Purposeful Change Podcast One Big Idea: The Value of ValuesWhen it comes to brands, core values are about defining cultural distinctiveness. In this week’s episode, Bill examines how to properly develop core values that help steer an organization as well as the inherent benefit to defining and embracing a set of fundamental brand beliefs. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. Happy New Year...

2016-01-1311 min

The Champions of Purposeful Change Podcast A New Day for Bridesmaids: Nicole Staple, Co-Founder of BridesideWhen used correctly, technology can enrich brand experiences. In this week’s episode, Nicole Staple, Co-Founder of Brideside, shares her insight into the how optimizing the customer journey has helped her company provide a better experience for bridesmaids. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Nicole Staple: First of all, the millennial woman and the millennial consumer really values brand and she really values that emotional connection to the brand that she’s buying from. So we knew that...

2016-01-0635 min

The Champions of Purposeful Change Podcast Behind the Scenes of the Real-World Branding PodcastAs the year comes to a close, like many others, we take some time to reflect on the first (almost) year of our podcast. This week we take a look behind the scenes at Real-World Branding. Until next year, happy holidays from the Cradle of Liberty. Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea. Given the time of year and the fac...

2015-12-2310 min

The Champions of Purposeful Change Podcast Startups to Grown-ups: Brock Weatherup, Former Chief Digital Officer of PetSmartThere are many differences between emerging and defined brands. Scaling a business from a startup venture to a ‘grown-up’ organization not only requires a specific management style, but also special consideration of how the brand will grow with the company. In this episode, Brock Weatherup shares his insights into taking startups to grown-ups, developed over years of both founding and growing existing businesses including Pet360, Fathead, PetsSmart, and many others. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Brock Weath...

2015-12-1644 min

The Champions of Purposeful Change Podcast One Big Idea: Early Stage BrandingWhen starting a business, there are many things on which entrepreneurs must focus – everything from developing prototypes to raising capital. However, one aspect every business owner or founders need to address, especially early on, is the brand. In this week’s One Big Idea, Bill explains the role of brand in early stage organizations and how early thinking about brand helps prepare companies for success. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this...

2015-12-0909 min

The Champions of Purposeful Change Podcast Join in. Geek out. Katy McCarthy, CEO of ThinkGeekAs the term ‘geek’ has evolved, so has its business application. Katy McCarthy, CEO of ThinkGeek, the leading eCommerce brand for the geek in all of us, shares her insight on balancing growth with authenticity and the impact of ThinkGeek’s acquisition by GameStop. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Katy McCarthy: My challenge and our challenge was to ensure that while being authentic and remaining very true to the core, we were also being very inclusive. B...

2015-11-2532 min

The Champions of Purposeful Change Podcast One Big Idea: Naming in Practice‘What’s in a name?’ Naming a product or company is one of the most exciting and challenging processes. With many creative routes to take, it can be difficult to know where to start or how to evaluate candidates. In this week’s One Big Idea, Bill explores the naming process and provides guidance on effective ways to structure ideation and selection. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is Real-World Branding...

2015-11-1813 min

The Champions of Purposeful Change Podcast Scott O’Neil, CEO of the Philadelphia 76ersIn honor of the season openings for both the NBA and NHL, we are recasting our interview with Scott O’Neil, CEO of the Philadelphia 76ers and New Jersey Devils. Scott has a very unique perspective on life, business, and branding. We sit down to discuss the Sixers brand, elevating a city with a sports team, and how “The Rule of Three” has influenced Scott’s career. If you enjoy our podcast, please subscribe and leave us a review in the store of your choice! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Sc...

2015-11-1125 min

The Champions of Purposeful Change Podcast One Big Idea: Branding for a Better WorldWe’ve noticed increased interest among non-profits in branding as a discipline. In this week’s One Big Idea, Bill explores why that is and provides insight into the challenges and opportunities these organizations face — and how service providers should adapt processes to support the unique rhythms of non-profits. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Greetings one and all, this is Real-World Branding. I’m Bill Gullan, president of Finch Brands, a premier boutique branding agency, and this is O...

2015-11-0414 min

The Champions of Purposeful Change Podcast One Big Idea: Don’t Betray the BrandIn this week’s episode, Bill explores the concept of brand betrayal – not in the sense that your can of Coke is going to stab you in back, but when a company explicitly deviates from the attributes or core values that the brand embodies. Brand betrayal can be very damaging not only to the short-term balance sheet but to the long-term consumer perception of the brand. Using the recent examples of Volkswagen’s Dieselgate scandal and the ‘edgy’ reincarnation of the Muppets on ABC, Bill demonstrates the value of a brand and the true cost of brand betrayal. If you like o...

2015-10-2113 min

The Champions of Purposeful Change Podcast Chase Utley as a Muppet: Matt Hoffman – Founder and CEO of Bleacher CreaturesMatt Hoffman is the Founder and CEO of Bleacher Creatures, maker of uniquely true-to-life plush figures of the greatest athletes and entertainment icons. In this episode, Matt details the twists and turns that have taken him from playing in a band to launching a successful brand. Learn how he channeled his passion into his business to realize the dream of seeing ‘Chase Utley as a Muppet’ and helping Pope Francis ‘find himself’. Ripe with insights and advice, Matt’s entrepreneur journey is exciting, educational, and entertaining. If you like our podcast, please subscribe and leave us a rating! Podca...

2015-10-1453 min

The Champions of Purposeful Change Podcast One Big Idea: When to Do Market ResearchThere is a time to listen and a time to lead. In this episode, Bill discusses the right moments to seek the voice of the customer — when consumer insights are most valuable to an organization. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Greetings one and all! This is Real-World Branding. I’m Bill Gullan, President of Finch Brands; a premier boutique branding agency. This is One Big Idea and this week’s topic is “When to Do Market Research...

2015-10-0710 min

The Champions of Purposeful Change Podcast One Big Idea: How to get SimpleBranding can become complex, especially for multi-dimensional or abstract organizations that have a lot to say. In order to concisely convey what a brand stands for, what it does, and why its different, marketers and branding agencies alike must figure out how to get simple. In this week’s One Big Idea, Bill discusses how brands can simplify their message and harness a core idea to differentiate and deliver effective, meaningful communications to their audiences. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS ...

2015-09-2309 min

The Champions of Purposeful Change Podcast One Big Idea: The Customer Journey is MarketingMuch has been written about the customer experience — or ‘journey.’ In this episode, Bill discusses why the customer journey is essential to fostering brand advocacy and also why some corporate structures and/or attitudes hold brands back. If you enjoy our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Greetings one and all, this is Real-World Branding! I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea – in off weeks, between interviews, we have turned this into a...

2015-09-0911 min

The Champions of Purposeful Change Podcast 100% Orange: Anthony Bucci – Co-Founder and CEO of RevZillaAnthony Bucci is the Co-Founder and CEO of RevZilla, a leading e-commerce company specializing in motorsports and motorcycle accessories. In this episode, he shares with us his fascinating and inspiring journey from enthusiast to immensely successful business leader and brand builder. Anthony’s insight affirms many of the brand principles that we examine in prior episodes and is delivered in a very entertaining way. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Re...

2015-09-0245 min

The Champions of Purposeful Change Podcast One Big Idea: Respect the ConsumerFor marketers, success hinges upon making a connection with the consumer. No matter what market, product, service, or story, we must understand and, above all, respect the consumer. In this episode, Bill examines how respect builds brand authenticity, shapes brand strategy, and delivers results in the real world. If you enjoy our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Welcome one and all! This is Real-World Branding. I’m Bill Gullan, your host, president of Finch Brands, which is a premier, boutique bra...

2015-08-2614 min

The Champions of Purposeful Change Podcast One Big Idea: Define Your VisionEvery organization, large or small, needs a guiding light – a ‘North Star’ that defines the collective purpose. A clear vision documents your ‘why,’ providing inspiration and clarity. In this episode, Bill details the core components of a strong vision statement and demonstrates the value of vision in long-term brand building. If you enjoyed our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Welcome one and all, this is Real-World Branding and I’m Bill Gullan, your host and the President of Finch Brands. We are a premi...

2015-08-1309 min

The Champions of Purposeful Change Podcast One Big Idea: Culture Drives CommerceCommerce is downstream from culture — and emerging cultural values presage what gets bought and how. In this episode, Bill provides several examples of how brands can anticipate or capture changes in the culture to promote brand relevance and success. Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Welcome one and all, this is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. So we’re six-seven episodes in now, for the Real-World Branding podcast. It’s been super fun for us. Our guests have been...

2015-08-0513 min

The Champions of Purposeful Change Podcast One Big Idea: Get to the ‘Why’It is easy to focus on the ‘how’ of one’s business — features, function, specs. The truly great brands somehow get to the ‘why.’ In this episode, Bill speaks about how and why this is so important. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan:Greetings one and all, this is Real-World Branding. I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. Speaking to you from a sweltering summer day in Philadelphia with today’s One Big Idea...

2015-07-2215 min

The Champions of Purposeful Change Podcast One Big Idea: Brands are Built from the Inside Out‘One Big Idea’ is a shorter episode of Real-World Branding, to be released in the week between our interviews. In this edition, Bill uses case studies to show how the strongest brands are built and delivered with a focus on the internal team. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Welcome one and all, this is Real-World Branding. I’m your host, Bill Gullan, president of Finch Brands a premier, boutique branding agency, and this is One Big Idea. To...

2015-07-0810 min

The Champions of Purposeful Change Podcast Wil Reynolds, Seer Interactive Founder- Searching for GrowthWil Reynolds is a true digital marketing visionary. Discouraged early in his career, Wil went on to found and lead Seer Interactive as it has grown into an SEO and Paid Search powerhouse, with offices on both coasts and over 100 team members. In this episode of Real-World Branding, Wil tells his story and proceeds to discuss with Bill his views on the future of SEO, building a distinctive culture, being honest about personal strengths and limitations, and being a new Dad! If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in n...

2015-06-3042 min

The Champions of Purposeful Change Podcast One Big Idea: The True Meaning of ‘Branding’ and ‘Strategy’‘One Big Idea’ is a shorter episode of Real-World Branding, to be released in the week between our interviews. In this edition, host Bill Gullan seeks to set the world straight on what ‘branding’ and ‘strategy’ really mean! If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Welcome one and all, this is Real-World Branding. I’m Bill Gullan, President of Finch Brands a premier boutique branding agency. Thank you for joining us, we’re going to do something a little...

2015-06-2414 min

The Champions of Purposeful Change Podcast Nutrisystem EVP & CMO, Keira Krausz: Reinvigorating a BusinessSummary: When Keira Krausz became Chief Marketing Officer of Nutrisystem in 2013, the company was in a ’turnaround’ situation. Fast forward to today—Keira and her marketing team have contributed to an incredible rebirth, including seven straight quarters of growth. In this episode of Real-World Branding, Keira walks us through the twists and turns of her career and the story behind Nutrisystem’s recent success and its future plans. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings...

2015-05-0728 min

The Champions of Purposeful Change Podcast Philadelphia 76ers CEO, Scott O’Neil, and The Rule of ThreeSummary: How do you market a team willing to trade losses today for a bright future? That is among the questions Philadelphia 76ers CEO, Scott O’Neil, faces every day. Also the CEO of the New Jersey Devils, Scott’s unique perspective on life, business, and branding makes him the ideal guest for our inaugural podcast. We sit down to discuss the Sixers brand, elevating a city with a sports team, and how “The Rule of Three” has influenced Scott’s career. If you enjoy our podcast, please subscribe and leave us a review in the store of your choic...

2015-04-0832 min