Brand2Brand: The Marketing Show

Personalization used to be a premium feature. Now it’s the baseline, no matter what vertical you’re in.In this episode of Brand2Brand, we break down how Slate Auto and Etsy are scaling personalization through modular lean manufacturing and AI-powered discovery, and what that means for marketing leaders.For full episode resources and references, visit stirlingbrandworks.com.

Prospective students are choosing where to enroll long before they ever fill out a form.In this episode of Brand2Brand, Tom and Veronica examine how Arizona State University (ASU) and Southern New Hampshire University (SNHU) approach enrollment marketing through search in very different ways. From digital advertising and dynamic search to inbound SEO strategies, we’re unpacking how meeting students at different parts of the decision-making process can have a major impact on their enrollment over time.For full episode resources and reference materials, visit stirlingbrandworks.com.Mentioned in this episode:The Ad Club Women's Leadership ForumDon't miss the biggest and best event for women in marketing, advertising, business, and tech – happening at Gillette Stadium (GO PATS) in Foxborough, MA on March 24th. Tickets available at adclub.org.

Just because it’s B2B doesn’t mean it has to be boring.In this Brand2Brand Happy Hour, we sit down with Cliff Stevens of Sedgwick to hear how his bold, consumer-first approach to the traditional B2B category is the key to standing out in a sea of sameness. 🎧 For full episode resources and references, visit stirlingbrandworks.com.

By inviting customers to experiment, build, and co-create alongside them, LEGO and IKEA have transformed their modular product systems into engines for creativity and loyalty.In this episode, Tom and Veronica explore how both brands are translating their product systems into storytelling systems. Because in the end, you’re not just marketing a product—you’re marketing the entire experience of using it too.🎧 For full episode resources and references, visit stirlingbrandworks.com.

AI might be revolutionizing business, but that doesn’t mean your customers love it too. For brands like Intuit, AI represents efficiency, innovation, and next-gen thinking. But for lifestyle brands like Aerie, audiences crave human creativity and realness when that’s what the brand is built on.From FinTech to fashion, we’re unpacking how each side of the AI debate shapes brand trust and audience loyalty—and why success isn’t about if you use AI, but how you use it.For the full episode research and reference materials, visit stirlingbrandworks.com.

Grab a drink—it’s Happy Hour! Today, Tom sits down with Ted Schlueter, CEO of The Grist and author of Branding for Buyout, to talk brand equity, mergers and acquisitions, and how founders are simplifying their future exit strategies by baking it into the brand itself.Tune in as we hear from Ted on how he’s helped businesses from CPG to B2B tech dramatically increase their valuation, and how you can use these strategies in your own brand planning.For the full episode research and reference materials, visit stirlingbrandworks.com.

Attention spans may be shrinking, but the smartest brands are proving that long-form storytelling still wins.In this episode of Brand2Brand, Tom and Veronica dig into how both brands are creating binge-worthy series that blur the line between ad and entertainment—and why the future of advertising isn’t about interrupting content, it’s about being the content.From trust and brand loyalty to engagement and sentiment, we unpack how long-form storytelling builds deeper connections, why episodic content is on the rise, and what it means for marketers navigating a short-form-obsessed world.For the full episode research and reference materials, visit stirlingbrandworks.com.

When it comes to marketing to women, confidence is a commodity. But while American Eagle is blowing up over its choice to release—and then continue to defend—a headline-chasing campaign, Dove’s decades-long commitment to sincerity and openness is proving that purpose still pays off.In this episode, Tom and Veronica break down how American Eagle’s “Great Jeans” campaign went viral for all the wrong reasons, while Dove’s focus on Real Beauty continues to build lasting trust. From risky brand messaging to Gen Z credibility, we’re diving into what today’s signals say about tomorrow’s brand equity—and who really wins when it comes to heat vs. heart.For the episode research and reference materials, visit stirlingbrandworks.com.

With bold storytelling and smart strategy, Apple and Nike surpassed their brand identities to become cultural forces. But even with decades of iconic messaging and storytelling under their belts, there’s no room for complacency in the fight to stay relevant. In this episode, Tom and Veronica unpack how confident decision-making and a clear brand voice have kept Nike at the top of its game—while Apple’s hesitation and blurred identity are chipping away at its cultural power. From iconic campaigns to moments of drift, we’re breaking down what it really takes for a brand to stay relevant in a world that never stops moving. For the episode research and reference materials, visit stirlingbrandworks.com.

“Storytelling” sounds great in your marketing plan, but successful marketers must go beyond the buzzword when leading with customer-driven stories.This week, Tom joins Julie Sullivan, VP of EdAdvisory Marketing at Bright Horizons, in the studio to unpack why authentic, peer-driven narratives are moving the needle better than polished brand soundbites can. Grab a drink and join us for happy hour as we learn from an industry leader how you can use the right stories to maximize your marketing outcomes.For the episode research and reference materials, visit stirlingbrandworks.com.

The in-house vs. agency debate is constantly shifting, but with AI now redefining the landscape, brands are rethinking what kind of creative teams they really need. While some, like PepsiCo, are building robust in-house studios, others like Keurig Dr. Pepper are shutting them down entirely. In this episode of Brand2Brand, we're breaking down the real story behind KDP and PepsiCo’s creative models and what they signal for marketers.For the episode research and reference materials, visit stirlingbrandworks.com.

What happens when a century-old condiment king squares off against olive oil’s DTC darling? In this episode, we dig into how Heinz and Graza use packaging, storytelling, and brand identity to dominate their segments. From nostalgic glass bottles to functional flair, what can marketers learn from these everyday pantry items turned icons?For the episode research and reference materials, visit stirlingbrandworks.com.

Marketing and entertainment have always shared the screen, but while consumers find more ways to skip ads to view their content, brands are flipping the script back at them. As brands find new ways to blur the line between content and advertising, we’re diving into their evolution from blatant on-screen logos to full plot integration.For the episode research and reference materials, visit stirlingbrandworks.com.

Brand collabs are having a moment, and for good reason—when done right, these partnerships create a valuable experience while reaching beyond their own individual audiences. With more brands teaming up than ever, join our hosts as they dig into the alliances that made an impact and the circumstances that brought them together.

Everyone loves to talk about Super Bowl ads the day after the big game—but which ones actually scored big beyond the hype? Which brands used their $8M ad slot to leave a lasting mark, and which ones dropped the ball before the confetti even hit the turf?Join our hosts for a post-game breakdown of the biggest brand touchdowns, the marketing fumbles, and the plays that made all the difference.For the episode research and reference materials, visit stirlingbrandworks.com.

Join us for a Brand2Brand Happy Hour with special guest Barb Reilly! As President of the Ad Club in Boston and a seasoned Fractional CMO, Barb has guided brands like JetBlue and PopCorners/PepsiCo to find their strategic sweet spot. In this episode, she reveals why the Fractional CMO is changing the game for brands, offering flexibility and focus like never before.This episode, we’re enjoying craft brews from Bent Water Brewing Company, so join us in grabbing a drink, and tune in for brand leadership insights from one of the industry's best!

And that’s a wrap! As we close out another season of the show, we pulled all the best moments together for another highlight reel. Tune in to join Thomas and Veronica as they revisit everything from adapting heritage brands to stay relevant, the importance of leadership’s personal brand and how to best speak to your audience. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this episode, we explore how Pepsi and Liberty Mutual found marketing success despite their different approaches to advertising. Pepsi has consistently relied on its in-house expertise while collaborating with many agency partners. Conversely, Liberty Mutual strengthened its internal team to develop an in-house agency that takes on other clients. Both are growing due to finding the right strategic mix and proving there’s no “one size fits all” approach. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this episode, get ready to dissect how GEICO and Progressive flipped the script, turning an industry known for its snooze-fest advertising into a marketing powerhouse. With a cocktail of audacious humor and unforgettable mascots, these brands rewrote the rules, proving that even insurance can be cool. This episode is a masterclass in marketing bravado, showcasing how bold moves can ignite an industry-wide revolution and change the game in connecting with audiences. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Polaroid and Converse, each with a rich history and a deeply ingrained place in pop culture, demonstrate the power of nostalgia in modern branding. In this episode, we explore their strategies for staying true to their roots while evolving to meet contemporary tastes, treating their products as commodities and enduring icons of style and sentiment. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

This episode unpacks how these iconic outdoor brands, L.L. Bean and Stanley, have reinvented themselves for new generations, blending tradition with trendy campaigns and digital-era fame. Perfect for marketers and brand enthusiasts, it's full of insights on evolving classic brands in today's fast-paced market. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Silly rabbit, brands are for kids! Explore the changing landscape of digital marketing with two powerhouse brands: YouTuber Logan Paul's PRIME energy drink and the gaming sensation Fortnite. Discover clever media tactics, effective audience engagement strategies, and more in this must-listen episode filled with valuable insights and actionable takeaways for connecting to the younger generation. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Join us on a thrilling journey through the innovative marketing strategies that popular brands Yeti and Redbull have used to go beyond selling products. Take lessons from these masters as we uncover how they leverage their brand to create a way of life that consumers are excited to participate in. This episode is jam-packed with tips and tricks you can use to captivate your audience and build a community around your brand. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Incoming: Recorded live episode! Join Thomas, Veronica, and our tipsy audience for a conversation about the power AI has in optimizing how we operate. By automating and streamlining mundane tasks, you can empower your team to reserve their valuable time for more strategic initiatives. AI is here to stay. Claim your place in crafting the narrative for how we use it.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Don’t let your brand fizzle out. Your audience expects branding that packs a punch and who better to learn from than hot sauce brands themselves? Turn up the heat and tune into this spicy episode to uncover the lessons we can learn from the rise of the hot sauce market. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Do most entrepreneurs set out to build multi-million dollar brands? Not the founder of Liquid Death. He tasked himself to come up with the dumbest idea possible - and it was just dumb enough to work. Packaged water and seltzer brands are primed for market domination as consumers demand healthier options. Quench your thirst for marketing inspiration, and join us to dig into how the hell water became the hottest beverage in town. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

With consumer expectations that brands will align with their values, armed with the collective power of social media, marketing has never been this complicated. In this episode of Brand2Brand, Thomas, and Veronica look at what the hell happened with Bud Light and Target this summer. Bold moves require bold action. If you take that leap of faith, you better be prepared for your core audience to react. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

In this bonus episode of Brand2Brand, Veronica St. Cyr sits down with Kira Lew, morning show host of 97.5 WOKQ, to discuss building brand loyalty that lasts. Kira leads the morning show on the largest country radio station north of Boston, and her success is a direct result of her ability to keep her audience coming back for more. So what can marketers learn from professional radio personalities? Tune in and find out. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

As new generations gain spending power, brands must adapt to make connections. In this episode of Brand2Brand, Thomas, and Veronica discuss how brands can evolve to reach new audiences without alienating the generations that lead to their success. Keeping market share is an ever-changing game. Let us give you the right playbook to win.  For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Silicon Valley loves AI startups, and businesses should too. In this episode of Brand2Brand, Thomas and Veronica dig into what all businesses can gain from AI-powered tools while discussing the benefits of democratizing access. With the rate of new AI products hitting the market, there’s a lot to choose from. However, not adopting any AI tools is a choice we don’t recommend.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Artificial Intelligence (AI) is rapidly changing the business landscape, and every business owner and marketer should pay attention. In the latest episode of Brand2Brand, Thomas and Veronica dive into how AI can be leveraged to enhance a brand's competitive edge, increase efficiency, and create new growth opportunities. Don't get left behind. Lean into to potential of AI and stay ahead of the curve. Resistance is futile. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

Are Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) frameworks exploited for marketing purposes? On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica answer that question. These complex concepts allow businesses to evaluate and exhibit their impact on society, the environment, and the world around them. However, as consumers demand greater transparency, brands face the challenge of staying authentic while shifting their practices.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica trek through the dos and don’ts of brands that do good. From give-back programs to sustainability pledges, authenticity is the key to unlocking messaging that resonates.It is possible to make a difference while making a profit. We are responsible for ensuring our businesses leave the world better than when we founded them. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas, and Veronica visit successful government-funded marketing campaigns across the U.S. States have carefully branded themselves for decades to drive tourism and economic development. In the wake of the pandemic, special grants and funding have given communities the ability to leverage dynamic marketing strategies like never before. For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas and Veronica enter the ultimate battle of the brands - The Super Bowl. Marketing campaigns have the power to excite an audience or leave them utterly confused. We break down the key factors in predicting the marketing winners and losers.For the episode research and reference materials, visit stirlingbrandworks.com/insights.

On this episode of Brand2Brand: The Marketing Show, Thomas Stirling, and Veronica St. Cyr dig into leadership’s impact on brand loyalty. From Disney CEO’s massive layoffs and disappointing earnings to Starbucks CEO’s antagonistic emails and unionization controversy, leading a brand has never been this complicated. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this bonus episode of Brand2Brand, Thomas and Veronica stroll down memory lane, revisiting some of season two’s greatest moments. From discussing the importance of building brand equity to exploring emerging technology, join us as we dive back into everything we covered this season.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss artificial intelligence in the workplace, looking at brands like Jasper and Sanas to better understand if AI is really coming for our jobs. We also explore viable AI tools that companies are leveraging to enhance their team’s ability to execute quality work without replacing them.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explore virtual reality (VR). We look at emerging VR brands like National Geographic and Spatial to discuss what this technology means for the future of business and how we connect and communicate with each other, along with the areas where this technology still needs to evolve for increased adoption.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica discuss the relationship between price, quality, and brand name. We look at brands like Costco and Bed Bath & Beyond to examine the strategies of building brand equity through private-labeling. For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica talk about psychological safety in the workplace. We look at Pixar and The Daily Show to uncover how honest environments deliver the greatest results.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica explore corporate restructuring amidst a potential recession. We look at Shopify and Robinhood to dig into how brands are navigating layoffs.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica talk about recruitment strategies in the most competitive hiring market to date. We’ll look at how Hilton and Salesforce utilize social media channels to build a powerful employer brand that’s winning over candidates.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica explore the brands leveraging TikTok to engage with their audience. We’ll look at the language learning app, Duolingo, and historic news outlet, The Washington Post, to share tips for success on the platform.For the episode research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica dig into the potential for drone technology to revolutionize commerce and infrastructure. We’ll look at the drone-delivery services of Alphabet’s Wing and the cutting-edge AI-powered drone product line from Skydio to uncover the emerging opportunities drones provide us. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

In this episode of Brand2Brand, Thomas and Veronica bring you behind the scenes of launching a podcast. Tune in to hear our hosts share the lessons they learned over the course of two seasons of producing content. From recommendations on studio setup to considerations when introducing video, this bonus episode provides an honest look at the investment podcasting requires. Plus, we’ll share tips to avoid killing your co-host!For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica re-examine the corporate mission statement. Is it still the foundation brands are built upon or the anchor preventing them from quickly changing direction? Tune in as they evaluate the mission statements of two successful brands - GE vs. JetBlue. Which one feels sincere? Which one reeks of corporate B.S.? And lastly, would your mission statement pass the smell test?For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica boldly go where no podcast has gone before to discover how far deep pockets could reach into deep space. We'll explore two feuding billionaires - Elon Musk and Jeff Bezos - and compare their private space ventures from SpaceX and Amazon. In the quest to privatize space, which company has the competitive edge? Which billionaire has the best cowboy hat? Are their goals for space travel focused on exploration - or exploitation? Join our hosts on their mission to infinity - and beyond!For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, Thomas and Veronica discuss the rise of celebrity entrepreneurship, backed by the power of personal brands. Today, celebrities aren’t just endorsing brands, they’re building or buying them. By taking a look at George Clooney’s 'Casamigos' tequila brand and Willie Nelson’s 'Willie’s Reserve' cannabis brand, our hosts explore the evolving landscape of celebrity brand equity. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.