Shows
The Intangible BrandEp 18 - Building a “Widest Net” Business | Pamela SlimWatch on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Pamela Slim to explore what it really takes to scale an expert-led firm without diluting the client experience that made it successful in the first place.Pamela shares insights from her work advising founders and professional service leaders who want to grow into larger, more complex markets. As firms expand, positioning gets blurrier, operations get strained, and client expectations evolve. The tension is real: growth creates opportunity, but it also exposes gaps in systems, clarity, and leadership...
2026-02-181h 02The Intangible BrandEp 17 - Brands Built On Care | George GhneimWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with George Ghneim, a veterinarian, restaurateur, and distiller, to explore what brand and experience look like in businesses where emotions run high and the work is deeply human.George shares lessons from veterinary medicine and hospitality, two fields where trust, empathy, and presence are not optional. We talk about how client experience is inseparable from employee experience, especially when teams are navigating stress, grief, or urgency. George also unpacks how he thinks about brand at a...
2026-02-0446 minThe Intangible BrandEp 16 - Designing the Sound of Culture | Benjamin SachwaldWatch on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Benjamin Sachwald, Senior Vice President of Acoustics, Noise, and Vibration at AKRF, to explore a dimension of employee experience that is often overlooked but deeply felt: sound.Benjamin helps unpack why acoustics is becoming a more visible and strategic part of workplace design, especially as organizations rethink offices, hybrid work, and what it means to create spaces people actually want to use. We talk about how “office vibe” is shaped not just by what we see, but by w...
2026-01-2157 minThe Intangible BrandEp 15 - Slaying Engagement Zombies | Will PercyWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl talk with Dr. Will Percy, Executive Vice President at TeamOptix and author of Slaying Zombies: Reimagining Workplace Engagement, about why so many engagement efforts feel busy but ineffective.Will introduces the idea of “engagement zombies” the outdated beliefs, metrics, and programs that continue to walk around organizations long after they have stopped helping anyone. We explore why happiness and engagement are not the same thing, how toxicity often hides inside “high-performing” cultures, and why leadership behavior, not perks or surve...
2026-01-071h 01The Intangible BrandEp 14 - Perspective Over Demographics | Susan BaierWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper.Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over time. We talk about what clients really expect from expertise-led brands, how original research becomes a long-term...
2025-12-1755 minThe Intangible BrandEp 13 - Designing Service Brands Where Everyone Wins | Tate FisherWatch this episode on YouTubeIn this episode, we talk with Tate Fisher about what it really takes to design service experiences that serve customers, support employees, and work for the business. Tate draws on years of work with multi location and franchise brands to explain why service is always co created and why balance across those three stakeholders matters more than any single tactic.The conversation hits on how to build predictable systems without stripping out humanity, what frontline teams actually need in order to create meaningful moments, and why real behavior...
2025-12-101h 05The Intangible BrandEp 12 - Becoming “Brand On” | Brandon Coleman JrWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl talk with Brandon Coleman Jr., a brand strategist, speaker, and author who has spent five decades helping organizations understand what brand really is and how culture shapes it.Brandon shares the stories and lessons that shaped his philosophy, from early mentors who challenged him to define value, to the rebrand of his own family firm, to his favorite example of culture-powered consistency at Buc-ee’s. His message is simple but hard-hitting: brands are built by people, tr...
2025-11-261h 05The Intangible BrandEp 11 - Making Brand and Growth Inseparable | Shayne De La ForceWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and guest host Alec Gleason talk with Shayne De La Force, a marketing strategist and author of Strategic Entanglement, a book that borrows principles from quantum physics to rethink how brand and growth operate together.Shayne shares how global brands can close the gap between marketing and delivery, the cultural insights that inform his work, and why marketers must think like connectors — aligning teams, operations, and leadership around one shared promise.In this Episode...
2025-11-1242 min
Sell With AuthorityHow to Build Brand Integrity Across Every Touchpoint, with Jerry GennariaThis episode of Sell With Authority is part of our special series exploring one of the most vital dynamics inside every agency's sales process: trust and distrust. You've been hearing from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll be sharing with our community. As we've seen time and again from our work alongside agency owners and their teams — trust, or the lack of it, is often the...
2025-11-1246 minThe Intangible BrandEp 10 - Turning Feedback into Loyalty | Eddie Staley & Kristen HerndonWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and guest host Jill Davis sit down with Eddie Staley, Chief Innovation Officer, and Kristen Herndon, Director of Client Experience at WithersRavenel, an employee-owned engineering and consulting firm built around the idea that when employees think and act like owners, clients feel the difference.Eddie and Kristen share how WithersRavenel connects culture, innovation, and client experience to deliver measurable impact. They unpack how employee ownership drives accountability, how client feedback loops shape continuous improvement...
2025-10-2955 minThe Intangible BrandEp 9 - Building Trust Through Intentional Service | Darrell GrantWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Darrell Grant, Chief Experience Officer at Hightower Wealth Advisors, a firm redefining what client experience looks like in the wealth management space.Darrell shares how intentional service design — what he calls a “butler mindset” — transforms everyday client interactions into moments of trust and care. He breaks down how small cues, like a prepared meeting room or a thoughtful follow-up, can signal excellence long before results are measured.From his philosop...
2025-10-1543 minThe Intangible BrandEp 8 - PR That Builds Culture | Steven GalloWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Steven Gallo, Vice President, Client Services at Reputation Ink, a B2B marketing and PR agency for professional services firms.Steve shares how PR can be more than an external visibility tool — it can also be a powerful driver of internal culture and employee engagement. Drawing on his work with architecture, engineering, and construction firms, Steve explains how to connect internal wins to external storytelling, choose the right communication channels, and align PR wi...
2025-10-0141 minThe Intangible BrandEp 7 - Unifying Brand and Culture in Times of Growth | Eric AnestWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Eric Anest, Senior Vice President of Marketing and Communications at Salas O’Brien, a rapidly growing engineering and consulting firm.Eric shares his perspective on the connection between employee experience and client experience — and why brand work must start inside the organization. Drawing on his experience leading multiple mergers, a major rebrand, and the ongoing work of unifying thousands of people under one values-driven identity, Eric explains how marketing can be more than a se...
2025-09-1742 min
Hard Hat to CEO with Chris GilmanTired of Chasing Clients? Here’s How Branding Can Do the Work for You with Jerry GennariaWhat if people wanted to work with you before you even made a pitch? In this episode of Hard Hat to CEO, Chris G. talks with Jerry Gennaria, CEO of Toky, about how contractors, builders, and engineers can build a brand that makes sales easier. Jerry breaks down how to figure out what really makes your business different, even if it feels like you’re saying the same thing as everyone else. You’ll learn how branding isn’t just about logos, it’s about building trust and showing people why they should choose you. If you're ready to step out of t...
2025-09-0432 minThe Intangible BrandEp 6 – Leading with Purpose and Building Culture with Dave MinifieWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry welcomes Dave Minifie, a seasoned leader known for bringing clarity to the relationship between purpose, leadership, and organizational culture.Dave shares his perspective on why understanding the “why” (whether in personal life, family, or within an organization) is essential to achieving long-term success. He explores how leaders can create environments that empower people to reach their full potential, while also helping organizations unlock possibilities beyond what they thought possible.This conversation highlights how the personal and professional are inse...
2025-09-0350 min
Leading In The DarkNick Akers & Jerry GennariaIn this episode of Leading In The Dark, Nick Akers sits down with Jerry Gennaria, President of the St. Louis-based branding and strategic consulting firm Toky. Jerry shares his journey from senior leader to business owner, unpacking the challenges of entrepreneurship through acquisition, the weight of ownership, and how to scale a business without losing the culture and brand reputation that made it successful.Whether you're a business owner, aspiring entrepreneur, or simply passionate about leadership, Jerry’s insights on brand differentiation, employee experience, and strategic growth will leave you inspired.
2025-08-2535 minThe Intangible BrandEp 5 – Why Employer Brand Is Your Untapped Advantage | Lindsay Wilson & Elizabeth PierceWatch this episode on YouTube.What happens when a brand refresh becomes a catalyst for cultural alignment, recruiting strength, and leadership clarity?In this episode of The Intangible Brand, hosts Jerry Gennaria and Carl Winstead speak with Lindsay Wilson, President and Interior Sector Leader at Corgan, and Elizabeth Pierce, Chief Marketing Officer at Corgan. Together, they share how one of the nation’s largest architecture and design firms transformed its brand from a visual update into a powerful tool for internal cohesion and market positioning.You’ll hear how Corgan moved from...
2025-08-2050 minThe Intangible BrandEp 1 – Meet the Architect of Experience | Carl WinsteadWatch this episode on YouTubeWelcome to the premiere episode of The Intangible Brand—a podcast exploring how internal culture and employee experience shape the brands people trust, remember, and return to.We’re starting with co-host Carl Winstead, Partner and Chief Experience Officer at Cline Design Associates. With a background in architecture and a passion for experience design, Carl has dedicated his career to shaping not just spaces, but how people experience professional service firms from the inside out.In this EpisodeLaunching the podcast and introducing Carl...
2025-08-0524 minThe Intangible BrandEp 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry GennariaWatch this episode on YouTubeWhat’s the difference between a logo and a brand? In this episode, The Intangible Brand co-host Jerry Gennaria, President of TOKY, unpacks nearly 30 years of helping firms uncover and articulate their true brand identity.In this EpisodeJerry’s path from aspiring artist and self-taught designer to brand strategist. (01:00)How brand evolved from visual identity to holistic experience. (05:00)Why “brand is people” across industries and firm types. (09:00)The experience gap: why branding is often misjudged internally. (12:00)What brands like Disney teach us about expectation and fric...
2025-08-0529 minThe Intangible BrandEp 3 – How a Brand Can Be Reborn Without Losing Its Soul | Jeffrey TaubWatch this episode on YouTubeHow do you lead a total brand transformation without losing what makes your firm… your firm?In this episode, Jeffrey Taub, FSMPS, CPSM, and SVP of Corporate Marketing at AKRF, shares the inside story of rebranding a legacy company. From internal alignment to messaging strategy, Jeff walks us through the belief systems and processes that enabled a values-driven rebrand.In this EpisodeLeading a full rebrand of AKRF to unify messaging and identity. (01:00)Using internal research and discovery to drive authenticity. (05:30)Building buy-in th...
2025-08-0534 minThe Intangible BrandEp 4 – The Truth About CX in Professional Services | Tim AsimosWatch this episode on YouTubeAre you measuring client experience (CX) in a way that actually reflects reality, or just relying on outdated metrics?In this episode, Tim Asimos, Head of Growth at Client Savvy, A ClearlyRated Company, explores what professional service firms get wrong about CX and how to build a client-centric culture that actually drives growth.In this EpisodeHow CX is gaining traction across AEC, especially through culture and leadership. (01:00)The difference between CX...
2025-08-0552 min
Outsource to Profits PodcastHow Focusing on Your Right-Fit Client Grows Your BusinessEpisode 92
Brand Differentiation - Sales Strategy - Positioning
About the Host:
Jamie Shanks is the Founder and CEO of Get Levrg and Pipeline Signals. After training over 250,000 professionals worldwide, Jamie now spends his time helping business owners grow profitably through people, by building systems, teams, and leadership rooted in values, not ego.
LinkedIn: https://www.linkedin.com/in/jamestshanks/
About the Guest:
Jerry Gennaria is the President and CEO of TOKY, a branding and strategic communications firm, where he brings nearly 30 years of experience in design, marketing, and brand s...
2025-07-2214 min
Agency Life3 Ways to Manage "Client-ey" ClientsHave you ever dealt with a client that was acting a little…client-ey?They’d demand you drop everything to meet at a moment’s notice. Maybe they’d beat you up over price all the time. Maybe, they were the type of client whose demands just kept escalating. If you’ve dealt with clients acting this way, you’re not alone. In a special episode of the podcast, we celebrate the launch of the 2nd installment of The Client by sharing 7 stories from agencies leaders who’ve dealt with situations just like these and giving...
2024-08-0816 min
Dr. Edgar Lopez Bertrand Jr. Sermones en mp3ZimmCast 598 - NAMA Fall ConferenceThis week's program features interviews with Melanie Rice, Brownfield Ag News, who is the Chair of the NAMA Fall Conference committee; Jerry Gennaria, Brighton Agency, recipient of the PDA for Excellence in Marketing Communications; John Robinson, NCBA, recipient of the PDA for Excellence in Public Relations and Laurie Fleck, newly appointed President/CEO of FLM Harvest.
2018-09-2122 min