The Champions of Purposeful Change Podcast

Research communities are the future of market research and serve as a vehicle for injecting the voice of the customer into decision making processes that inform sales, marketing, operations, product development, and beyond. In this episode, we host Tom Finkle, Chief Innovation Officer of Finch Brands. He provides his perspective on market research today, the power of research communities, and the...

Pete Angevine, Co-Founder and CEO of Little Baby’s Ice Cream, shares his journey and values-driven approach to building an entire business structure, building a brand, and connecting with the consumer. If you like our podcast, please subscribe and leave us a rating! The post A New Take on Sweet – Pete Angevine, Co-Founder of Little Baby’s Ice Cream appeared first on Finch Brands . The post A New T...

On this episode, Jess Edelstein shares the story of PiperWai, from a need to build a better natural deodorant to the Shark Tank stage and beyond. She provides her perspective on building brands around the ‘natural’ movement and how to look at category disruption. If you like our podcast, please subscribe and leave us a rating! The post A Natural Connection – Jess Edelstein, Co-Founder of PiperWai...

Tom Wingert is Marketing Manager of City Fitness. This week, he shares with us how his unique path led him to marketing in the fitness world and how he and his team seek to take a unique approach to standing out in a growing and somewhat crowded market. If you like our podcast, please subscribe and leave us a rating! The post A Brand that Moves – Tom Wingert, Marketing Manager of City Fitness appe...

The most fundamental brand architecture decision following and M&A event has to do with identity – the name, logo, and core message of the post-transaction company. In an M&A situation, there are 10 prevailing approaches – each with strengths and weaknesses. In this episode, we review what these options are and how to decide which approach is best for your specific situation. If you like o...

In this episode, we interview Amy Kothari, CEO of My Alarm Center. My Alarm Center has grown and expanded into new markets by making strategic acquisitions throughout the years. Hear from this practitioner as she details how she and her team thought through the difficult decisions around brand architecture and identity. If you like our podcast, please subscribe and leave us a rating! The post Buil...

With the increase of M&A activity every year, its shocking to hear that more than half of these decisions fail to create value for organizations. One often overlooked factor in a merger or acquisition’s success is the brand decision. In this episode, we look at the need for practitioners to understand the role the brand plays in a M&A situation. If you like our podcast, please subscribe an...

Reeling from struggling earnings and loss of market share, GNC announced a “One New GNC” rebranding initiative, will it be enough to pull the brand out of its slump? If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding . I’m Bill Gullan , your h...

Much has been made of the NFL’s early season ratings drop and subsequent recovery, with explanations ranging from the situational to the fundamental. We take a look at the state of the NFL’s brand and how cultural trends are shaping the future of the league. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcriptio...

With less than two weeks until election day in the US, we take a look at the role and effectiveness of campaign slogans across the years. With unique insight provided by the glimpse into the Clinton campaign and the road to the final slogan, we take a nonpartisan look at branding presidential candidates. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  ...

As the company and business model evolves, MetLife recently debuted a new brand identity – the first major marketing change for the life insurance company in 30 years. With the rebrand, MetLife has chosen to part ways with Snoopy and the Peanuts gang. At a time when the Peanuts brand is surging after a renaissance, what does this move mean as the brand moves forward? In this week’s episode, Bill p...

In this week’s episode, we host Chris Cera, Founder and CEO of Arcweb Technologies, a digital product design company. He shares his insights on the role of the brand in custom software solutions and app development. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Chris Cera: I do think that there is a re...

In this week’s episode, Bill examines the factors that are critical to deciding whether or not a tagline is appropriate for a brand. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all. This is Real-World Branding . I’m Bill Gullan , President of Finch Brands, a premier bou...

In this week’s episode, we host Mitchell Reichgut, Founder and CEO of Jun Group. With over two decades of applied experience, Mitchell explains how advancements in mobile and digital media are transforming the way brands communicate with consumers. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Mitchell...

In this episode, we host Elisa Padilla, CMO of Brooklyn Sports and Entertainment. An accomplished media professional and sports marketer, she walks us through the intricacies of the Brooklyn Nets’ rebranding process as the team moved from New Jersey. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Elisa...

In this week’s episode, we use Starbucks’ recent change in uniform policy to consider the role of visual consistency in brand personality. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription The post One Big Idea: Wearing the Brand appeared first on Finch Brands . The post One Big Idea: Wearing the Brand app...

In this episode, we host Agata Clevenger, whose impressive career includes leadership roles at both David’s Bridal and Destination Maternity. We take a look at how branding helps companies succeed in fixed categories with short consumption cycles. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Agata Cle...

In this episode, we examine the role of licensing and consumer products in brand growth. Donna Goldsmith, SVP of Consumer Products, Partnerships and International Event Licensing at Tough Mudder, reviews lessons learned across brands including the NBA and WWE. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcript...

In this week’s episode, Eric Sugalski speaks about the recent rebranding process that took his company from Boston Device Development to Smithwise. We examine the nuances of rebranding in practice and discuss best practices. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription The post Rebranding in the Real...

In this week’s episode, Carter Weiss and Frank Lin of Silas Capital explain how they leverage strong brands and storytelling to grow the businesses in which they invest. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription The post Investing in the Brand – Carter Weiss and Frank Lin, Silas Capital appeared fi...

In this week’s episode of the Real-World Branding podcast, we host Deborah Fine, who’s successful career includes executive roles building and managing brand-first organizations like PINK, Avon, and Modell’s Sporting Goods. In this episode, we look at how omnichannel marketing is changing the way brands communicate with consumers. If you like out podcast, please subscribe and leave us a rating! Po...

In this week’s episode, we sit down with Josh Rosen, VP of Brand Strategy at Finch Brands and master of all things digital, to review Mary Meeker’s annual Internet Trends Report. Among the trends she highlights, we cover those that are most pertinent to brands and businesses including, the rise of voice search, increasing movement back to brick and mortar, consumer device preferences, and many oth...

In this Bonus episode, Bill reflects on the life and legacy of the late Muhammad Ali through a brand and marketing lens. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, Real-Word Branding . I’m Bill Gullan , President of Finch Brands, a premier boutique branding agency...

Ray Carballada, a media, content, and advertising executive, shares the ways that content is shaping how brands communicate and shares insight into what the future of content may look like. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Ray Carballada: Quality when it comes to video content is a commodi...

Lifestyle brand – an inescapable buzzword that it seems everyone from apparel brands to consumables are seeking to become – but what does it really mean? In this week’s episode, Bill examines the two critical components of what it takes to be a true lifestyle brand and looks at classic examples of lifestyle brands across categories. If you like our podcast, please subscribe and leave us a rating!...