Brand2Brand: The Marketing Show

It's a 4/20 special! In this episode of Brand2Brand, Thomas sits down with Jesse Channon, Chief Growth Officer of Columbia Care, one of the largest fully integrated operators in the cannabis industry. Together, they discuss the increased demand for cannabis products, technology’s role in cannabis go-to-market strategies, and how the industry navigates a vast maze of marketing rules and regulations. 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 explain just what the eff Web3 is and how the decentralization it promises affects business, even the world. Web3’s boosters see a fairer internet where users control their own data and identities, but without oversight or security decentralization risks morphing it into a truly Dark Web. Our hosts will pair off two cryptocurrency giants - Uniswap and Compound - and dig into the potential benefits and risks each faces from an Internet without restrictions, permissions, and middlemen. 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 will journey into the mysterious and alluring crypto exchange space. Despite the vast riches some predict, cryptocurrency trading still strikes many investors and foreign governments as a money-making scheme rather than a sound financial strategy. In America, however, consumers, experts, and the United States government are warming up to crypto’s potential global economic impact. We’re pairing off two higher-profile industry leaders for this episode: Coinbase and FTX. Both brands spent millions on Super Bowl ads and taken on powerful partners and sponsorships in the sports world, and your hosts are looking past the buzz and the hype to see if crypto is here to stay - or another bubble bound to burst. 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 tackle America’s favorite unofficial holiday - Super Bowl Sunday - and the giant brands that spent millions to be part of the action. With over 100 million viewers tuned in for the big game, the goalposts were set high for those brands. Which ones scored big? Which ones fumbled? Our hosts will also share their thoughts about the halftime show and Gen Z’s shock at watching their parents twerk to Dr. Dre (...as if anyone’s ever too cool for old school). 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 pose a deceptively simple question: Between Carhartt and Levi’s, which brand wears the pants around here? Gen Z knows the answer because both Carhartt and Levi’s are working overtime to maintain their popularity with them. Our hosts also explore the rise of video content creation and the concept of “authenticity”, specifically its appeal to a younger generation of consumers. No one’s holding any big questions back from the big brands, either. One point Thomas and Veronica make clear is as generations change, the rules of marketing and branding change along with them. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Self-driving tractors? Cars that can change their color? In this episode of Brand2Brand, Thomas and Veronica boldly go into a brave new world of innovative technology and its effect on the marketplace. Pitting John Deere against BMW might seem like “country mouse vs. city mouse” but Thomas and Veronica’s exploration of both brands’ relentless pursuit of innovation reveals them to be more alike than even they thought. Your hosts also discuss some of the external forces driving the search for The Next Big Thing - the need for renewable energy sources, a hungry world, more convenience - and a few of the drawbacks. With technology changing at rapid speed, Thomas and Veronica ask: Can your brand keep up? 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 throw themselves fully into the spirit of the New Year “weighing in” on two of the most popular - and occasionally controversial - fitness technologies on the market: Noom and Peloton. Thomas and Veronica will discuss the behavioral psychology driving both brands and their attempts to connect with the approximately 45 million Americans resolving to lose weight this year. Your hosts will also examine Peloton’s very public free fall as the fitness brand and the business behind it begin the New Year by making some self-improvement resolutions of their own. 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 revisit some of the greatest moments from season one. Join them for a stroll down memory lane as they unpack the importance of personal branding, discuss the world of blockchain technology and uncover the business impacts of a connected metaverse. 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 enter the metaphorical metaverse to discuss what emerging VR/AR technology will mean for the future of business. The news that Meta (formerly Facebook) is embarking on a path to a fully connected virtual metaverse has sent shockwaves across the internet. There are long-standing virtual communities, built on blockchain technology, that have been operating long before Zuckerberg brought them mass attention. As we see cryptocurrencies like Decentraland’s “Mana” climb in value, it’s clear that this brave new world is not something companies can afford to ignore. 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 explore the unique business opportunities lurking in the most unlikely channels. OnlyFans and TikTok are just two popular platforms showcasing user-generated content that are constantly competing for your audience’s attention. Beyond offering viable marketing opportunities, brands can stand to learn lessons around the power of creating exclusive content, generating buzz, and understanding algorithms to hyper-target their consumer base. 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 dive into the world of influencer marketing. The Jenners (Kendall & Kylie) and the Pauls (Logan & Jake) have each built a massive following, giving them a platform to ignite trends and drive brand engagement. Despite the trail of controversies scattered along their path to purchasing power, these sets of siblings have proven that popularity can generate revenue. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Calling all entrepreneurs! In this bonus episode of Brand2Brand, host Thomas Stirling welcomes Stacy Madison to discuss her journey from founding and selling Stacy’s Pita Chips to embarking on her latest venture with BeBOLD Bars™. Stacy shares invaluable insights you can apply to your business immediately. 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 compare marketing tactics seen in the hard seltzer industry as major players compete to dominate the market. From White Claw to Truly, brands have worked to devise targeted strategies aimed to activate new audiences, shape perception, and stay relevant. 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 enter the world of Non-Fungible Tokens (NFTs) as the market for unique digital assets stored on blockchain technology grows. Global brands like Coca-Cola and Charmin have joined the NFT game, either signaling the adoption of blockchain’s ability to protect IP or cementing its downfall as a trendy bubble bound to burst. 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 unpack the emerging influence that internet users have on the stock market. Wall Street analysts have long underestimated the impact these retail investors can have against hedge funds. While they learn a hard lesson, it’s clear these meme-wielding investors still have the power to make or break empires. 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 discuss franchising and how smaller businesses can learn from established industry leaders like Subway and McDonald's. Whether or not you choose to franchise your business or open one, there are a few things to consider before making the decision to do so. 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 discuss vision and a company’s ability to deliver on promises. The Health-tech startup, Theranos, and failed luxury experience, Fyre Festival, both defrauded customers and investors with big ideas too good to be true. But faking it until you make it only works for so long. When the truth eventually comes out, companies are left exposed and liable to financial fallout. 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 examine user acquisition and the repercussions of a ‘growth at all costs' ethos. Silicon Valley venture capitalists have funded companies like Airbnb and Uber for years, and they’ve bloomed into an investor's dream. But as investors begin to expect a certain level of profitability, customers are likely to be hit with the bill. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Last time on Brand2Brand, we got a crash course in Cryptocurrency from expert Mason Fischer. In this second installment of our two-part blockchain series, Thomas and Veronica dive deeper into Bitcoin and Ethereum, two of the most widely used forms of virtual currency. Crypto doesn’t have to be confusing, especially in the context of how it can help your business. It might be worth taking a chance, but doing research prior to investing will ensure you’re making the right decision for your company. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Cryptocurrency has taken the world by storm in the past decade, but navigating blockchains and understanding value metrics can be tough. In this episode of Brand2Brand, host Thomas Stirling talks with cryptocurrency expert Mason Fischer about the ins and outs of virtual currency and how you can get involved. Get off the sidelines and shake off the FOMO, crypto is here to stay. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Disruption in the market has the opportunity to shake things up. In this episode of Brand2Brand, hosts Thomas Stirling and Veronica St. Cyr discuss how major disruptors like Ford and Tesla took a radical idea and built an empire off of it. By recognizing room for innovation in the market, your brand can benefit from a little commotion. Be the earthquake, not the aftershock. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Culture is critical to the success of a company, both internally and externally. In this episode of Brand2Brand, hosts Thomas Stirling and Veronica St. Cyr discuss how different companies have tackled workplace culture. From competitive benefits to work-life balance, your customers want to know how you treat your team. For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

On this episode of Brand2Brand, hosts Thomas Stirling and Veronica St. Cyr review recent viral moments and discuss how brand-focused scenario planning can help you prepare. Every company wishes for a brand-making viral moment, but ultimately the effect, whether positive or negative, depends on how that company reacts. 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 share tips and tricks to evaluate your brand’s approach to customer experience during the pandemic. By taking a look at brands like Panera and Chipotle, it's clear some businesses have risen to the challenge and learned lessons that don't have to go away when COVID does. 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 take a deeper look at why having brand integrity isn't voluntary if you want your audience to trust you. Social media has brought transparency to the forefront. Patagonia and Urban Outfitters have had wildly different experiences with their audience as a result. 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 dig into the power of a good tagline and why you should take a second look at your own. Both Hinge and Tinder communicate very different things to their users with a few simple words. 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 explore the significance of understanding your personal brand by taking a look at these two heavy hitters. Tom Brady and Conor McGregor have built empires on their public personas. What happens when they break character? For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.

Brand2Brand provides unfiltered conversations on brand strategy, marketing trends, and emerging technology for business leaders. Whether you want to sharpen your strategy or sound cool at parties, this show is for you. Join hosts Thomas Stirling and Veronica St. Cyr to explore the marketing lessons we can learn from the champagne-worthy wins and hardcore fails of well-known brands. This podcast has been described as "what you imagine marketing professionals would talk about at a bar." So grab your favorite beverage and pull up a stool. The first round is on you though; we forgot to bring our wallets.