Shows
Create Brand NV#41 What Can Government Learn from Business? A Conversation with Bill CarlsonIn this episode, Nicole Alicea sits down with Tampa City Councilmember and Tucker Hall president Bill Carlson to explore the lessons government can draw from the business world. They discuss the importance of mentorship, the differences in financial management between the two sectors, the adversarial nature of politics, and the significance of relationships in governance. Carlson emphasizes the need for efficient government spending, the challenges of serving diverse communities, and the impact of rapid urban development on affordable housing. The discussion also highlights the role of entrepreneurship in empowering communities and the importance of the arts in economic development...
2025-12-2158 min
Create Brand NV#40 If You Don’t Adapt, You’ll Lose Your Leadership Pipeline — Insights from Dr. Shane CombsIn this conversation, Dr. Shane Combs discusses the importance of empowering young leaders, particularly from Gen Z, in the workforce. He emphasizes the need for businesses to adapt to the changing landscape by embracing divergent thinking, purpose-driven work, and mental health awareness. The discussion also covers the significance of work-life balance, career development expectations, and the impact of AI on entry-level roles. Dr. Combs provides examples of successful companies that engage Gen Z effectively and highlights the value of neurodiversity in fostering innovation. The conversation concludes with a call to action for businesses to redesign their practices to thrive...
2025-12-071h 17
Create Brand NV#39 Unlocking AI's Potential in Review Management with George Swetlitz of Right Response AINicole Alicea interviews George Swetlitz, co-founder of Right Response AI, about leveraging AI for review responses and sentiment analysis. They discuss the challenges of scaling review management across multiple locations, the importance of helpful and personalized responses.Takeaways:- More people today read reviews than visit websites.- Responses to reviews are for prospective customers, not just the reviewer.- AI can enhance personalization in customer interactions.- The ideal review response should be helpful and informative.- Negative reviews can be addressed with empathy and solutions.
2025-09-2353 min
Create Brand NV#38: Choose Power: Grit, Strategy & Legacy with Rosie PaulsenNicole sits down with entrepreneur, speaker, and “Medicare Matchmaker” Rosie Paulsen to unpack a life powered by grit, faith, and focus. From selling her first agency to leading Simple & Reliable Insurance Services (SNR), Rosie shares how moving from tactics without strategy to a true North Star grew her business 600% and how small, daily improvements compound into big wins.They dig into personal branding (why you are your company’s biggest asset), the DISC assessment and smart delegation, resilience after setbacks, serving the community (Florida Commission on the Status of Women), and building multigenerational wealth. Rosie also debuts her ma...
2025-09-091h 06Create Brand NVFrom Survivor to Founder: Nelcy Baltz’s Journey with Believe Cancer FoundationHost Nicole Alicea sits down with Nelcy Baltz, a community leader, entrepreneur, and breast cancer survivor turned nonprofit founder. Nelcy shares her powerful journey—from a shocking breast cancer diagnosis to founding Believe Cancer Foundation (believecf.org), a nonprofit that provides emotional and physical support to cancer patients and caregivers.What You’ll Hear in This Episode:Nelcy's personal story of resilience, motherhood, and silent strength during treatment.How comfort items like mastectomy pillows, chemo gloves, seatbelt cushions, and lift chairs make a world of difference.The power of support groups, arts and crafts therapy, and clea...
2025-05-0641 minCreate Brand NVHarnessing AI in Marketing: Insights and StrategiesNicole Alicea, President and CEO of Brand NV, an integrated digital marketing, branding and advertising agency, discusses the integration of AI in marketing, emphasizing its benefits and limitations. She shares insights on how AI can enhance marketing strategies while highlighting the importance of human creativity and expertise. The discussion also covers the significance of understanding customer experience and aligning marketing promises with actual service delivery. Nicole encourages businesses to leverage AI effectively by developing a solid marketing strategy that reflects their brand's unique value proposition.Takeaways:AI has permeated every aspect of marketing.You can't rely...
2025-03-0413 min
Create Brand NVDottie Groover-Skipper, Founder of Heart Dance FoundationDottie Groover-Skipper, founder of the Heart Dance Foundation and a relentless advocate against human trafficking, substance abuse, and exploitation, shares her journey from corporate wellness to building a mission-driven nonprofit that supports vulnerable individuals in the adult entertainment industry. She offers insights into the challenges, strategies, and careful approach required to tackle this critical work. Covering sensitive topics, including sex trafficking and child abuse, this episode highlights the reality of exploitation and the power of advocacy to bring light into the darkest corners of our communities. Listener discretion is advised. Produced by David “Fingers” Bell and hosted by Nicole Vale...
2024-11-191h 07Create Brand NVMoney Matters: Protecting Your Business From Financial RisksWe’re thrilled to welcome back retired commercial banker, Cynthia Weiss, for a candid and insightful discussion about protecting your business from fraud. Cynthia shares five key practices that every small business owner should implement to safeguard their company, including tips on handling vendors, monitoring cash flow, and establishing clear financial controls. We explore real-life examples of fraud, from fake vendors to internal embezzlement, and provide actionable advice on how to prevent these situations from happening to you.
2024-10-291h 21
Create Brand NVBaycare's Mission and Ethics, with Anthony Koffman, FACHEAnthony Koffman, Mission and Ethics Director at BayCare Health System, discusses BayCare’s rich history and legacy, and how Mission and Values guide daily operations—from business decisions to community programs. We also discuss ethics in healthcare, sharing stories of tough decisions regarding patient care, such as organ donation and end-of-life matters. Anthony also introduces us to BayCare’s four-quadrant ethics matrix, used to make tough decisions when faced with ethical dilemmas. Produced by David “Fingers” Bell and hosted by Nicole Valentin Alicea.
2024-10-081h 10
Create Brand NVHow Linda Hurtado-Bond Balances TV, Family, and Writing Best-Selling NovelsWe had the privilege of sitting down with the incredible Linda Hurtado-Bond—an Emmy Award-winning journalist, best-selling author, breast cancer survivor, and mother of five! Linda opened up about how she juggles her high-profile career at Fox 13, writing thrilling novels, and raising a family, all while staying true to her passions. In this episode, Linda breaks down the entire process of getting your book published—from finding critique groups to landing an agent—and shares best practices for balancing it all. You won’t want to miss this inspiring conversation about following your dreams, getting your book published, and maintain...
2024-10-0155 minCreate Brand NVEmpathy, Evolution, and Entrepreneurship: Insights from Shane Combs, Ph.D., MBAIn this captivating episode, Shane Combs, Ph.D., MBA, opens up about his transformation from running a million-dollar ad agency to guiding students at the University of South Florida. Host Nicole Valentin Alicea explores Shane’s journey of reinvention, leadership, and the new generation’s approach to values and work. Join us for an insightful conversation, produced by David "Fingers" Bell, that delves into entrepreneurship, purpose, and what it takes to thrive in an ever-changing world.
2024-09-171h 24
Create Brand NVNavigating Pregnancy Rights in the Workplace: Essential Laws and Employer ObligationsIn this episode of Create Brand NV, host Nicole Alicea welcomes back employment law attorney Charlotte Fernee Kelly for an insightful discussion on women’s rights in the workplace, particularly surrounding pregnancy and lactation. Charlotte sheds light on critical laws like the Pregnancy Discrimination Act, Pregnant Workers' Fairness Act (PWFA), and the Pump Act, offering guidance on how these laws overlap and the accommodations employers must provide. Learn how to navigate complex workplace scenarios, ensure compliance, and protect your rights as an employee or employer. This episode is a must-listen for those seeking to understand the legal landscape of pr...
2024-08-2751 min
Create Brand NVGrowing a Tech-Centric, Hybrid Workforce with James Neely, SVP of KUDUCOM™James Neely, SVP of KUDUCOM™, joins me to explore the intricacies of growing your company in a tech-centric environment with a remote and hybrid workforce. In this episode, we delve into three main areas: Adapting and Scaling Your Business: Discover best practices for adapting to remote work, scaling your business, and implementing effective hybrid workforce strategies. Learn how to recruit top talent remotely and maintain productivity in a tech-driven environment.Technical and Security Considerations: Understand the critical technical aspects of managing remote teams, including the use of Cisco WebEx solutions, voice over IP services, and contact center solutions. We...
2024-08-061h 16
Create Brand NVMichael Budensiek: Starting a Gym Business and the Impact of Self-CareMichael Budensiek, owner of The Fit Effect, and Nicole Alicea of Brand NV discuss the business of gyms and fitness. They explore how prioritizing self-care can have a profound impact on all aspects of life, leading to greater success.
2024-07-301h 39
Create Brand NVFrom Special Operations to Elite Security Training with Eric ParkerSit down with Eric Parker, a Special Operations Combat Veteran with nearly 30 years of experience in the security industry. Eric's impressive career includes military service, private security, high-threat contracting with Blackwater in Iraq and Afghanistan, and federal service with the Diplomatic Security Service as a Subject Matter Expert on High Threat Protection. Now the President of Vault Management Group, Eric oversees Red Variable Concepts, a security consulting and investigations firm, and founded the Select International Training Institute, where he trains elite executive protection specialists. In this episode, Eric shares exciting and sometimes frightening stories about...
2024-06-181h 11
Create Brand NVClear-Armor Security Glass Laminate with Dave and Alex TrudeauIn this episode, Nicole interviews Dave and Alex Trudeau of Clear Armor. Dave, the founder and CEO, shares his journey of creating the strongest protective glass laminate after a personal break-in experience. Alex, the COO, discusses the operational side, detailing installations in schools, police departments, businesses, and homes.The Trudeaus explain Clear Armor's innovative product, designed to withstand smash-and-grab attempts, riots, and bullets, emphasizing their patented technology and dedication to safety. Discover the inspiring story behind Clear Armor and their commitment to protecting lives. Whether you're an entrepreneur or interested in security technology, this episode...
2024-06-1147 minCreate Brand NVThe Power of AI for Smarter SEO with Greg Brooks from Search TidesGeek out with us on the future of AI in SEO! In this episode, we welcome Greg Brooks, partner and Chief Marketing Officer at Search Tides. Hear the latest in AI-driven SEO strategies and learn the "secret sauce" to ensure your business ranks well on Google, Bing and other search engines.
2024-05-2157 minCreate Brand NVThe Lebel Landscaping Journey with Founder JP LebelIn this episode of the Create Brand NV Podcast, host Nicole Alicea sits down with JP Lebel, the driven and visionary founder of Lebel Landscaping. Starting from humble beginnings as a college student mowing residential lawns, JP has transformed his side gig into a flourishing landscaping empire. Discover how his natural business acumen, determination, and decisions propelled Lebel Landscaping to success, landing prestigious clients like Zoo Tampa, Busch Gardens, and the Florida Aquarium, just to name a few.
2024-05-141h 01Create Brand NVKnow Your WorthNot everyone is qualified to make accurate valuations, so don't let someone tell you you're too expensive. Know your worth. Price yourself correctly. Effectively tell the story of the value you bring to the table. Join me as I share my thoughts on pricing, worth, and value.
2024-03-2620 minCreate Brand NVB2B and B2C Marketing and AdvertisingAfter a brief hiatus, Nicole is back! Learn the difference between B2B and B2C marketing, marketing and advertising, and bias in marketing advice. If you have 20 minutes and love talking shop, join me!
2024-03-1922 minCreate Brand NVThe 5 Major Psychological Shifts for Business SuccessLicensed Psychologist Dr. Carlos Garcia, owner and founder of Tampa Counseling and Wellness, shares the 5 Major Psychological Shifts business owners need to make if they want to blossom into successful business leaders:Broadening your vision (i.e., how to go from working "in" your business to working "on" your business, seeing opportunity, how to stay thinking "big picture.")Learning to lead (i.e., honing leadership skills, managing people, learning EI skills)Putting your ego aside (i.e., letting go of "control"; letting go of ego, learning to delegate, seeking support)Letting go of fear and limiting beliefs (i...
2024-01-161h 02
Create Brand NV1 Year Podcast Anniversary CelebrationMeet the team behind the Create Brand NV Podcast. Listen to Fingers and Nicole reminisce about their 20-year friendship, traffic reports done from airplanes back in the day, but most of all, celebrate the 1-year anniversary of the Create Brand NV podcast. Easy listening for a change with a few laughs in between!
2023-12-1941 min
Create Brand NVGlazer Children's Museum Strategic Vision with Sarah ColeJoin me in my conversation with Sarah Cole, the President and CEO of the Glazer Children's Museum in Tampa, Florida, as we discuss the business of fun and play. If you're involved in strategic leadership, we hope this episode inspires you!
2023-12-121h 03Create Brand NVThe People Factor: Human Resources with Lori GoldsmithLori Goldsmith is an experienced HR professional with a wealth of knowledge in global HR practices. We delve into the common mistakes business owners make when expanding their team, which can lead to high turnover rates and potentially jeopardize the business. Lori shares advice on creating and maintaining company culture and the difference between leadership and management, as well as best practices for clear communication in the workplace and proper employee coaching. This episode is a must-listen for small business owners and anyone interested in the pivotal role of HR in shaping a successful, ethical, and thriving business environment.
2023-11-2159 minCreate Brand NVBanker Insider: Improve Your Credit Score and Reduce Your Cost of FundingBanks look at both personal and business finances when giving business loans. Cynthia Weiss, a retired banker, offers guidance on how business owners can clean up their personal credit to get themselves in the best position to be offered favorable lending terms and lower interest rates. This episode is also full of juicy money stories that'll make you chuckle. If you love money talk, tap play!
2023-10-311h 15Create Brand NVSpotting Top Sales Talent: Sandler Training Insights with Jim MarshallIn this episode, I sit down with Jim Marshall of Sandler (Sales) Training of Tampa Bay. Join us to unpack the stigma of the sleazy salesperson and learn best practices for identifying the top 10% of professional salespeople.
2023-10-101h 26Create Brand NV#15: The Science of Scaling: Turning Passion into Profit with Sheldon RamkissonIn this episode, we sit down with Sheldon Ramkisson, a self-made businessman with a knack for turning struggling businesses into prosperous ventures. With a consolidated operating revenue of $9 million across six businesses, Sheldon offers insights and best practices into the science of business and its intricate balance between numbers, passion, and leadership.Sheldon challenges our conventional understanding of customer relations, team management, and the role of an owner. What does it mean to truly know your customer? How do you imbue your team with your fervor for the product, and why is letting go crucial for growth?
2023-08-151h 03Create Brand NVPressure Testing Your Entrepreneurial Ideas with Tony MillerBring pen and paper to my conversation with Tony Miller, a seasoned entrepreneur from Tampa, Florida, where we discuss the importance of thorough due diligence in any business endeavor.With five diverse business ventures under his belt in just 17 years, Tony has a keen eye for business and a wealth of hard-knock wisdom.He has owned a marketing and advertising agency, a distillery, an online education platform, and an innovative application for the industrial packaging space. Presently, he is developing a mammoth multi-million-dollar Surf Park, Peak Surf Park, the first of its kind in the...
2023-08-011h 38Create Brand NV#13: The Pest Control Business: It's Not About Killing BugsKevin Citarella, the owner and founder of Citarella Pest Control gives us a peek under the hood of his service-based business model. In this episode, Kevin breaks down what it takes to start a pest control business, including licenses, degrees, experience and certifications. We talk about how he trains his team, the logistics of covering a large territory and he shares his best advice on pitching and getting new business.
2023-06-131h 29
Create Brand NVWhiskey Wisdom: Unveiling the Magic Behind Jack Daniels with Brenda TerryDive into the world of Jack Daniels with Brenda Terry, the brand's one and only Brand Ambassador for the state of Florida, as she reveals the secrets behind the Master Distiller, Distributor, and Supplier side of the business. In this eye-opening episode, Brenda shares her unique role in educating and inspiring the bartending community to explore Jack Daniels in new and innovative ways, leading to personalized recommendations for patrons, and ultimately increased sales. Discover how Brenda's refreshing approach adds a localized touch to this international spirits powerhouse, and learn how you can apply these game-changing strategies to your own...
2023-05-161h 39Create Brand NV#11: Sue Trecasse on Branding the #1 News/Talk Radio Station in FloridaSue Trecasse is a force to be reckoned with in the radio industry. For a decade, she served as the Operations Manager of News Radio 970 WFLA-AM, The Sports Animal 620 WDAE-AM, and the Devil Rays Radio Network, with immediate oversight of 970 WFLA as Program Director. Under her leadership, 970 WFLA consistently ranked in the top 5 in the Tampa Metro area for the Key Demographic of 25 – 54, often reaching #1, and was also in the top 10 for the 18 – 34 demographic, a rare feat for an AM News/Talk station. Sue's uncompromising stance on advertising and programming quality, prioritizing brand experience over profits, stirred up controversy, and...
2023-05-091h 46Create Brand NV#10: Dr. Jerry Copeland on Running a Successful Pediatric Dentistry PracticeIn this episode of Create Brand NV, Nicole Alicea sits down with Dr. Jerry Copeland, a pediatric dentist based out of Tampa, FL, to discuss the essential elements of running a successful pediatric dentistry practice. Dr. Copeland shares his experience purchasing an existing practice and integrating into the existing team while creating a new positive culture.We delve into the challenges Dr. Copeland faced and the innovative solutions he implemented to create a delightful patient and parent experience. From hiring best practices to marketing strategies, we explore the key components required to build and grow a thriving...
2023-04-181h 31
Create Brand NVNon-Verbal Autism: From Idea to Non-ProfitToday's guest is Isabel Norton. This episode will reveal the story behind the Robert Norton Foundation, a 501(c)(3) providing communication devices for families with non-verbal autistic children. You'll hear how Robert Norton's mom, Isabel Norton, came up with the idea and put a plan into action to help her son Robert and other families that also need this crucial communication device. For more information, visit www.givekidsavoice.org
2023-04-041h 38
Create Brand NVMastering Communication and Mindset with Pilar Ortiz: A Must-Listen EpisodeIn this episode, we have the pleasure of hearing from Pilar Ortiz, a highly accomplished communications expert and coach who has helped countless individuals and businesses improve their communication skills. Pilar shares her personal journey of transitioning from an employee mindset after losing her steady news anchor job of 11 years, to becoming an independent consultant who had to learn to price her services, create sales packages, and confidently ask for the sale. Pilar emphasizes the importance of the 3 C's: Clarity, Communication, and Closing, and stresses the significance of controlling our thoughts and how they impact our lives. She introduces...
2023-03-211h 15
Create Brand NVBuilding Two Video Production Companies and Our Virtual FutureSit in with me and my conversation with Tim Moore. Tim has built two successful video production companies with his partner Jonathan Davila. The first half of our discussion explores his companies from a business owner and entrepreneurial perspective. The second half dives headfirst into speculating about the future of virtual environments, simulation, the concept of virtually co-creating without the use of written or spoken language, our near-future ability to create content at the speed of thought, feeling and seeing the ideas of others in real-time, your reality getting jealous of your visions and other mind-bending concepts of the...
2023-03-0758 minCreate Brand NV#6 Matt Loder Sr. on How a Crabby Bills Legacy Grew Into a 700+ Employee Hospitality EmpireWhat does it take to scale a beloved beachside seafood restaurant into a multi-brand restaurant empire?Host Nicole Valentin Alicea sits down with Matt Loder Sr., CEO of the original Crabby Bills and head of multiple restaurant concepts across Florida’s Gulf Coast. From humble beginnings to managing over 700 employees, Matt shares hard-earned wisdom on leadership, legacy, and the power of listening to the people in the trenches.You’ll hear:How Matt transformed old-school, Marine-style management into a modern, people-first leadership modelWhy succession planning isn’t optional—and how he’s grooming the next two g...
2023-01-171h 01Create Brand NVMaster Your Financials and Get Approved for that Business LoanToday's guest is Cynthia Weiss, a commercial banking and lending expert who evaluates businesses' financials to determine whether that business can repay a loan, should one be granted. This interview features advice on handling your business financials correctly and discusses the Community Reinvestment Act (CRA) of 1977 and what that means for small business lending in underprivileged areas. If you are a business owner that has ever borrowed money or you think that at some point you'll need someone else's money to grow your organization, listen up; this is a juicy episode you won't want to miss!
2022-11-291h 31
Create Brand NVOffice Furniture Remanufacturer Championing Sustainability and ESGMy guest today is Joni Adams, the CEO of Reimagine Office Furnishings. ROF is one of less than a small handful of office furniture dealers in the United States with full-scale remanufacturing capabilities. Hear the story of how she and her husband started their company selling simple office supplies and how they grew their business into a massive 120,000 sq ft office furniture dealership and remanufacturer. Today, Reimagine Office Furnishings outfits office furniture interiors for major companies with large office populations like the AVEDA Institute, New York Life, and Wipro, to name a few.
2022-11-2256 minCreate Brand NVA Family Legacy of Bowling and EntertainmentMy guest today is Anthony Perrone, who is in his 34th year at the helm of the Pin Chasers Bowling Family Center empire, which has run thriving bowling centers in the Tampa Bay area for over 65 years!Hear the family business stories and learn about the lessons and values that the father, Bill Morris, instilled in his children. Learn about the history of the bowling business, the negative stereotypes they needed to overcome, and the strategies they implemented to combat each of these threats.We also discuss the challenges they face today, the...
2022-11-151h 08Create Brand NVPurchasing a Roofing CompanyListen in on my conversation with Matt Lentz, the new owner of The Roofing Company. This business was established by a completely different person and purchased by Matt, even though Matt had zero experience in the roofing industry. We'll discuss his process for evaluating businesses for sale, contract negotiations on non-compete clauses, and how he has stepped in and earned the organization's respect as their new leader.
2022-11-0848 minCreate Brand NVTriumphing Over Labor Shortages and Employees Wanting to Work RemotelyToday’s guest is Charlotte Fernee Kelly of Fernee Kelly Law with offices in Tampa andJacksonville Florida. She is an employment and labor law attorney whorepresents both the employee or the employer – but never at the same time, ofcourse. We’re going to discuss the new employment landscape and what employersneed to be doing to ensure they can create an environment conducive torecruiting and retaining the talent they need to scale and thrive.
2022-11-0135 min
Cafecito with RosieMarketing and Strategic Development with Nicole Valentin Alicea of Create Brand NVNicole Valentin Alicea is a well-rounded marketing, branding, and advertising professional with superior business acumen. For almost 20 years, Nicole has successfully helped local, national and international companies, agencies, and nonprofits adapt to rapidly changing environments and achieve their business goals. Nicole grew up in Puerto Rico and then moved to Tampa, where she earned a bachelor’s degree in Mass Communications with a concentration in Advertising from the University of South Florida.
Ten years ago she identified a gap in the market and launched her business, Create Brand NV. As the Founder and President, she quickly realized that...
2021-02-1527 minCafecito with RosieMarketing and Strategic Development with Nicole Valentin Alicea of Create Brand NVNicole Valentin Alicea is a well-rounded marketing, branding, and advertising professional with superior business acumen. For almost 20 years, Nicole has successfully helped local, national and international companies, agencies, and nonprofits adapt to rapidly changing environments and achieve their business goals. Nicole grew up in Puerto Rico and then moved to Tampa, where she earned a bachelor’s degree in Mass Communications with a concentration in Advertising from the University of South Florida.
Ten years ago she identified a gap in the market and launched her business, Create Brand NV. As the Founder and President, she quickly realized that...
2021-02-1527 min