The Champions of Purposeful Change Podcast

In honor of the season openings for both the NBA and NHL, we are recasting our interview with Scott O’Neil, CEO of the Philadelphia 76ers and New Jersey Devils. Scott has a very unique perspective on life, business, and branding. We sit down to discuss the Sixers brand, elevating a city with a sports team, and how “The Rule of Three” has influenced Scott’s career. If you enjoy our podcast, please...

We’ve noticed increased interest among non-profits in branding as a discipline. In this week’s One Big Idea, Bill explores why that is and provides insight into the challenges and opportunities these organizations face — and how service providers should adapt processes to support the unique rhythms of non-profits. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in ne...

“The best agency people were once clients themselves.” Words we strongly believe in here that also perfectly describe this week’s guest, John Ferreira, SVP and General Manager of Finch Brands. With over a decade of experience in brand management and consumer insights roles at Campbell Soup, as well as his tenure leading the Finch Strategy team, John has a unique perspective into the consumer’s rol...

In this week’s episode, Bill explores the concept of brand betrayal – not in the sense that your can of Coke is going to stab you in back, but when a company explicitly deviates from the attributes or core values that the brand embodies. Brand betrayal can be very damaging not only to the short-term balance sheet but to the long-term consumer perception of the brand. Using the recent examples of V...

Matt Hoffman is the Founder and CEO of Bleacher Creatures, maker of uniquely true-to-life plush figures of the greatest athletes and entertainment icons. In this episode, Matt details the twists and turns that have taken him from playing in a band to launching a successful brand. Learn how he channeled his passion into his business to realize the dream of seeing ‘Chase Utley as a Muppet’ and helpi...

There is a time to listen and a time to lead. In this episode, Bill discusses the right moments to seek the voice of the customer — when consumer insights are most valuable to an organization. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Greetings one and all! This is Real-World Branding . I’m Bill Gu...

Building businesses takes tenacity and a whole lot of passion. StubHub and Stitcher are pioneers in their industries, but how did they start? In this episode, Noah Shanok, founder of Stitcher and one of the original members of the StubHub team, shares his captivating journey from trader to impresario. He shares the challenges and triumphs of an inspiring career. If you like our podcast, please sub...

Branding can become complex, especially for multi-dimensional or abstract organizations that have a lot to say. In order to concisely convey what a brand stands for, what it does, and why its different, marketers and branding agencies alike must figure out how to get simple. In this week’s One Big Idea, Bill discusses how brands can simplify their message and harness a core idea to differentiate a...

What is it like to manage the Snoopy brand? To be at DoubleClick in the early days? To wade through the depth of Ben Franklin Technology Partners and simplify its message? Jason Bannon answers these questions in our latest episode and reflects on his career as a ‘branding troubadour’. If you enjoy our podcast, subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTun...

Much has been written about the customer experience — or ‘journey.’ In this episode, Bill discusses why the customer journey is essential to fostering brand advocacy and also why some corporate structures and/or attitudes hold brands back. If you enjoy our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Greetings one an...

Anthony Bucci is the Co-Founder and CEO of RevZilla, a leading  e-commerce company specializing in motorsports and motorcycle accessories. In this episode, he shares with us his fascinating and inspiring journey from enthusiast to immensely successful business leader and brand builder. Anthony’s insight affirms many of the brand principles that we examine in prior episodes and is delivered in a ve...

For marketers, success hinges upon making a connection with the consumer. No matter what market, product, service, or story, we must understand and, above all, respect the consumer. In this episode, Bill examines how respect builds brand authenticity, shapes brand strategy, and delivers results in the real world. If you enjoy our podcast, please subscribe and leave us a rating! Podcast: Play in ne...

Creative expression is the vessel to communicate a brand’s essence. In this episode, we host Jordan Goldenberg, Creative Director of Finch Brands, to celebrate his tenure and share his unique insight in supporting brand strategy and delivering real-world results through creative execution. If you enjoy our podcast, please subscribe and leave us a rating! Podcast: Play in new window  | Download Sub...

Every organization, large or small, needs a guiding light – a ‘North Star’ that defines the collective purpose. A clear vision documents your ‘why,’ providing inspiration and clarity. In this episode, Bill details the core components of a strong vision statement and demonstrates the value of vision in long-term brand building. If you enjoyed our podcast, please subscribe and leave us a rating! Pod...

Commerce is downstream from culture — and emerging cultural values presage what gets bought and how. In this episode, Bill provides several examples of how brands can anticipate or capture changes in the culture to promote brand relevance and success. Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Welcome one and all, this is Real-World Branding . I’m Bi...

Joanna Cline is the Chief Marketing Officer of Fathead, the fast-growth company that made its name in life-sized wall decals of professional athletes. Today’s Fathead is so much more, and Joanna shares an insider perspective on the company’s growth, future, and her own journey to the C-suite. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window  | Download...

It is easy to focus on the ‘how’ of one’s business — features, function, specs. The truly great brands somehow get to the ‘why.’ In this episode, Bill speaks about how and why this is so important. 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 Bran...

Lauren Boggi is the Founder and CEO of Lithe Method, a powerhouse fitness concept that combines principles of cheerleading, Pilates, etc. With four studios and expansion across the lifestyle, Lauren shares her fascinating personal story — from an unfortunate injury in college through building the Lithe business and brand. An accidental businesswoman, Lauren is inspiring, honest, and certainly wort...

‘One Big Idea’ is a shorter episode of Real-World Branding, to be released in the week between our interviews. In this edition, Bill uses case studies to show how the strongest brands are built and delivered with a focus on the internal team. If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Welcome one a...

Wil Reynolds is a true digital marketing visionary. Discouraged early in his career, Wil went on to found and lead Seer Interactive as it has grown into an SEO and Paid Search powerhouse, with offices on both coasts and over 100 team members. In this episode of Real-World Branding, Wil tells his story and proceeds to discuss with Bill his views on the future of SEO, building a distinctive culture,...

‘One Big Idea’ is a shorter episode of Real-World Branding, to be released in the week between our interviews. In this edition, host Bill Gullan seeks to set the world straight on what ‘branding’ and ‘strategy’ really mean! If you enjoy our podcast, please subscribe and leave us a review! Podcast: Play in new window  | Download Subscribe: iTunes | RSS Transcription Bill Gullan: Welcome one and all...

Laura Johnson is a powerhouse fashion executive and consultant. She has contributed to the growth of successful brands such as Urban Outfitters, Zac Posen, Theory, The Limited, and beyond — parlaying her design/merchandising talent into an incredible general management career. In this episode of ‘Real-World Branding,’ Laura shares her thoughts on the state of the fashion world today and, especiall...

Summary: When Keira Krausz became Chief Marketing Officer of Nutrisystem in 2013, the company was in a ’turnaround’ situation.  Fast forward to today—Keira and her marketing team have contributed to an incredible rebirth, including seven straight quarters of growth. In this episode of Real-World Branding, Keira walks us through the twists and turns of her career and the story behind Nutrisystem’s...

Summary: Saxbys Coffee, and its Founder & CEO Nick Bayer, are very much on the move. In this podcast, Nick explains what makes Saxbys unique, his passion for entrepreneurship, and his latest project with Drexel University. He also takes us through the history of Saxbys and how finding the “why” was a turning point in the growth of the business. If you enjoy our podcast, please subscribe and le...

Summary: How do you market a team willing to trade losses today for a bright future? That is among the questions Philadelphia 76ers CEO, Scott O’Neil, faces every day. Also the CEO of the New Jersey Devils, Scott’s unique perspective on life, business, and branding makes him the ideal guest for our inaugural podcast. We sit down to discuss the Sixers brand, elevating a city with a sports team, and...