Brand Story Lab

Summary: In this insightful interview, Hal Burg, founder of Brandview, shares his expertise on the evolution of brand storytelling in entertainment. Discover how brands can leverage long-term content strategies, create authentic stories, and measure success beyond traditional campaigns to build lasting cultural relevance. Key topics: Evolution of brand storytelling in entertainment Long-term conte...

Summary: Rachel and Sam explore feminine qualities in leadership, branding, and culture, sharing personal journeys and insights on emotional intelligence, trust, and the future of storytelling amid AI advancements. Key topics: Feminine qualities in leadership and culture The role of emotional intelligence in branding Trust and empathy in business The impact of AI on human qualities Balancing mascu...

Summary: In this engaging conversation, Rachel interviews Diego Acuna, the Sales and Marketing Manager for British Airways Cityflyer. They discuss the creative process behind the award-winning ad 'Love Departed', the importance of understanding customer needs, and the shift from business to leisure travel in the airline industry. Diego shares insights on teamwork, collaboration, and the ch...

Summary In this episode of Brand Story Lab, hosts Sam and Rachel delve into the complexities of branding, focusing on the distinctions between rebranding and refreshing a brand. They explore real-world case studies, including successful and failed rebrands, to illustrate the importance of maintaining brand equity and adapting to market changes. The conversation emphasizes the need for brands to re...

Summary: In this episode, Rachel and Sam explore the evolving landscape of brand storytelling, focusing on two case studies: WhatsApp's documentary about the Mercedes F1 team and Dick's Sporting Goods' new in-house studio for content creation. They discuss how brands can shift from being mere sponsors to becoming integral storytellers, emphasizing the importance of subtlety in product...

Summary In this conversation, Rachel and Sam explore the impact of AI on brand strategy, emphasizing the importance of customer value, differentiation, and trust. They discuss the current AI bubble, drawing parallels to the dot-com era, and highlight the need for brands to focus on enhancing value through AI rather than merely adopting it for the sake of being trendy. The discussion also covers th...

Summary In this conversation, Rachel and Sam explore the importance of human-centric storytelling in product launches. They emphasize that successful marketing should focus on the emotional impact of products on people's lives rather than just the features of the products themselves. The discussion includes iconic examples from brands like Airbnb, Nike, and E.L.F. Cosmetics, highlighting how these...

In this conversation, Rachel and Sam explore the critical role of community building in brand strategy and storytelling. They discuss how brands can foster connections and trust in a world that often feels transactional, especially in the context of AI's rise. The importance of aligning internal culture with external brand messaging is emphasized, showcasing how a shared identity can lead to susta...

In this engaging conversation, Tim Hoppin, Chief Brand and Creative Officer at SAP, discusses the importance of emotional connection in branding, his leadership philosophy, and the evolving role of storytelling in a world increasingly influenced by AI. He emphasizes the need for brands to understand their purpose and the value they create, while also addressing the significance of specificity in s...

In this episode of Brand Story Lab, Rachel and Sam discuss the critical importance of trust in branding, especially in today's rapidly changing cultural landscape. They explore the factors eroding trust, such as misinformation and digital failures, and provide strategies for brands to build and maintain trust with consumers. The conversation emphasizes that trust is an outcome of consistent in...

In this episode of Brand Story Lab, Rachel and Sam explore the concept of branded entertainment through two distinct examples: Allbirds' 'Cards on the Table' series and eBay Motors' 'Between Two Rides'. They discuss the effectiveness of each series in connecting with audiences, the importance of brand values, and the strategies behind successful branded content. The convers...

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom discuss the importance of a single, powerful idea that encapsulates a brand's essence. They explore how emotional connections drive brand loyalty and memorability, the impact of AI on branding, and the significance of origin stories in establishing brand identity. The conversation emphasizes the need for conceptual consistency...

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom discuss the challenges of gaining buy-in for branded content, emphasizing the importance of storytelling, trust, and long-term relationships in marketing. They explore strategies for overcoming budget constraints, the significance of authenticity, and the need for brands to understand their audience. The conversation highlights act...

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom delve into the critical distinction between narrative and story in branding. They explore how understanding these concepts can enhance brand strategy and foster deeper connections with audiences. The conversation emphasizes the importance of authenticity, emotional engagement, and the role of cultural narratives in shaping brand id...

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom explore the intricate relationship between brand storytelling and brand strategy. They discuss the importance of authenticity, the role of origin stories in building trust, and how understanding your audience's needs can enhance emotional connections. The conversation delves into the science of storytelling, the significance of...

Today I want to take you behind the scenes of storytelling and how brands can create authentic, relatable, and impactful narratives. We'll cover: Why storytelling matters Core principles of effective storytelling Applying storytelling to enterprise marketing And a few case study of brands who are doing the above really well Let's dive in. Why storytelling matters for enterprise brands Microsoft's...

Welcome to the second episode of Brand Story Lab! Today, I’m joined by Aidan McLaughlin, Director of ESG Marketing at Indeed. When you think of Indeed, you might think of a job site—but their Rising Voices Program is redefining what a brand can achieve. This innovative and high-impact initiative invests in BIPOC filmmakers, championing the belief that Talent is universal. Opportunity is not. By al...

In our first episode, I sit down with Sam Neukom, CEO and co-founder of Northbound, a brand strategy studio. We discuss the art of creating meaningful brand narratives, why context is key, and how Sam’s team helped reframe the branding for Oleria, a security company, by choosing love over fear.