Claim OwnershipBrand Enabled: The Human Stories Behind Branding
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Welcome to the Brand Enabled podcast—a reinvigorated series built exclusively for brand leaders seeking to unlock the secrets of authentic brand enablement.
With every episode, we’re diving deeper than ever before into the art and science of brand enablement to uncover the hidden triggers behind successful brand strategies – transforming even the most challenging brand conundrums into actionable insights.
Joining Gabriel Cohen, Monigle’s Chief Marketing Officer, on this transformative journey is our co-host, Holly Osborne. Holly’s candid storytelling and real-world experience set the stage for insightful and human conversations that bring a rare blend of agency savviness and client-side grit to the table. Together, Gabe and Holly create a dynamic space that allows every listener to hear the real stories behind the messy art of managing brand in complex organizations.
We’re committed to sharing the honest stories experienced through the challenges and triumphs of brand leadership. Expect candid stories and valuable lessons. We’re narrowing our focus to the specific challenges faced by corporate brand professionals at organizations such as FedEx, Intel, HP, NetApp, and more. From evolving internal brand architecture to translating technical expertise into a compelling narrative, our episodes are a masterclass in brand enablement delivered through engaging and relatable conversations.
Learn how brand leaders balance between strategic rigor and creative freedom, understand the importance of radical patience, and hear moments of genuine vulnerability where brand leaders share where they’ve stumbled and the ingredients that sparked breakthrough moments.
Don’t miss out on these insightful conversations – subscribe to Brand Enabled and get ready to experience a podcast that not only informs, but inspires you to rethink, reimagine, and ultimately re-energize your brand strategy. Send us your questions, suggest guests, and become part of the dialogue by contacting us at gabriel@brandenabled.co & holly@brandenabled.co. Together, we'll uncover the secrets to building resilient, impactful brands in today's fast-paced world.
50 Episodes
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What happens when a 190-year-old industrial company starts calling itself an energy technology company?Join Gabe and Holly as they explore how Schneider Electric is repositioning from a behind-the-walls manufacturer to a global energy tech leader, and what that means for brand, communications, and marketing leaders.Chief Brand and Communications Officer Monique Elliott helps unpack how an engineering-led, rules-based organization built an integrated brand and communications function, created a dedicated brand storytelling capability, and turned customer “impact makers” into the heroes of its narrative. She shares what it really took to sell storytelling into a technical culture, why brand and comms were brought under one roof, and how that shift unlocked new value internally and externally.You’ll hear practical insights on:Moving a heritage “industrial” brand into a technology-led positioning without losing credibilityStructuring brand and communications as an internal consulting function to the businessBuilding a brand storytelling team (and how they hired for the right skills)Using customer stories and thought leadership to move beyond product marketingBalancing governance and guidelines with creativity in large, rules-driven organizationsLeveraging AI to synthesize analyst and market signals so brand can respond fasterFor anyone leading brand in complex B2B organizations - especially legacy or engineering-driven companies - this conversation offers a clear look at how to modernize your brand without discarding what made it strong.
Can a brand built on car radios win in a streaming world?JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.What you’ll learn:How to build a segmentation model that guides real decisions, not just a slideWays to protect your core audience while investing in growth segmentsThe role of human curation and hosts in driving consideration and retentionTurning creators and niche passions into sticky loyalty (yes, including heavy metal)Running a brand evolution tied to product updates, not vanity designSelecting and measuring leading indicators that predict revenue impactUsing distinctive brand assets (sonic cues, mascots) to boost recognitionPractical tactics to activate employees as advocates and co-creatorsListen for concrete examples, simple frameworks, and metrics you can steal for your next brand, content, or growth initiative.
When customers barely notice your brand, how do you earn trust and drive action without a big budget?David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.What you’ll learnStory-first tactics to grow affinity when you can’t outspend competitorsHow to pick metrics when revenue isn’t the right KPIA simple framework for masterbrand naming that reduces buyer confusionLow-cost research loops using analyst feedback to de-risk positioningPractical steps for the first 60–90 days leading a new functionLeadership habits that sustain momentum: trust, transparency, humility
Can private labels be brands people actively seek out? Walmart SVP Courtney Carlson explains how data, emotion, and design come together to build preference, not just parity.What you’ll learnA practical framework for measuring what matters across digital funnels, SEO, reviews, and store performance When to trust common sense and human stories alongside analytics How a “branded house” approach turns private label into a reason to choose Walmart Using influencer immersion and product page excellence to drive conversion Culture as a brand tool: simple rituals, curiosity, and clear expectations that scale leadership Portfolio choices that balance core, trend, and price architecture without chasing national-brand equivalents
What happens when you need to rebrand thousands of physical products across global markets? For companies like Logitech and ResMed, changing a logo isn't just about updating a website - it's about retooling manufacturing lines, redesigning packaging for millions of units, and navigating complex regulatory requirements.Join brand leaders Paige Lutter from Logitech and John Barger from ResMed as they share their experiences leading brand strategy for physical product companies. Learn how Logitech solved their global naming challenges with the "Logi" mark, how ResMed approaches branding medical devices, and why both companies treat AI as a utility rather than a branded feature.Key insights include:Managing brand architecture across hardware, software, and digital touchpointsStrategies for implementing brand changes across global product linesThe critical role of executive support in brand transformationBuilding authentic customer connections through physical brand touchpointsBalancing innovation with brand consistency in regulated industriesWhether you're working with physical products or digital experiences, this conversation offers valuable lessons on brand strategy, change management, and the power of patience in building lasting brand value.
What happens when companies chase metrics instead of meaning? Former Nike marketing leader Lisel Welden shares powerful insights from her decade-long journey shaping iconic brands like Nike, Lyft, and Stitch Fix.Drawing from her experience leading Nike's first unified Black History Month campaign across all business units, Welden reveals how authentic leadership and cross-functional collaboration can drive both business results and social impact. She breaks down why Nike's recent shift toward becoming a "tech company" created unexpected challenges, and shares practical wisdom on balancing data with human insight.Key takeaways:Understanding what truly drives your businessThe difference between being data-supported versus data-driven, and why blindly following metrics can lead organizations astrayHow to build diverse, high-performing teams by matching people's natural strengths to their rolesCreating success for others as the foundation for meaningful cross-functional collaborationWhether you're a marketing leader looking to drive brand growth or a manager aiming to build stronger teams, this conversation offers practical frameworks for leading with purpose while delivering results.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
How does a tech company turn a simple sound into one of the world's most recognizable audio marks - second only to a baby crying? Former Intel Global Brand Director Merlin Kister reveals the strategic thinking behind Intel's most iconic brand elements during his nearly two-decade tenure.From simplifying product naming with the Core i3/i5/i7 system to creating Intel Gamer Days - an experiential event that expanded globally - Kister shares practical insights on aligning brand decisions with business objectives. He unpacks how Intel maintained its brand leadership even as competitors emerged, through initiatives like the Intel Inside program and strategic partnerships with PC manufacturers.Key topics covered:How Intel simplified its product architecture to help consumers make better purchasing decisionsThe business strategy behind the famous Intel sonic brand and Intel Inside programCreating meaningful brand experiences through partnerships with the Olympics, NFL and gaming communityBuilding trust with technical audiences while maintaining broad consumer appealBalancing short-term sales goals with long-term brand equityKister provides a masterclass in connecting brand initiatives to revenue and profitability while never losing sight of the end user experience.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
What if you could completely reinvent higher education from the ground up? While most universities still follow a centuries-old model of lectures and tests, Minerva Project has created a radical new approach to learning that's challenging the status quo of higher education.Ayo Seligman, VP of Strategy and Design at Minerva Project, shares how this innovative organization built both a university and a technology platform that's transforming how students learn. From removing tenure track positions to creating a global rotation across seven cities, Minerva threw out the traditional playbook to focus on skills-based learning and practical application.Learn how Minerva positioned itself as a luxury education brand while disrupting entrenched Ivy League institutions, why their approach to learning through "deliberate spaced practice" could revolutionize corporate training, and how they designed their brand identity to reflect perfect imperfection. For brand leaders interested in driving transformation and innovation, Minerva's story offers valuable insights on building a challenger brand in a traditional industry.Key topics:How Minerva rebuilt education using first principles thinkingCreating a global learning experience across seven world citiesPositioning an education startup against 200-year-old institutionsUsing learning science to transform how organizations train and develop talentBuilding a brand that appeals to unconventional thinkersThe intersection of technology, education, and brand strategyLove the show? Subscribe, rate, review, and share! https://www.monigle.com/
How do you build brand credibility in an engineering-driven company where logos on napkins seem more important than strategic narrative? After 15 years at NetApp, Emily Miller has mastered the delicate balance between education and execution in the B2B tech space. From transitioning from agency consultant to in-house brand leader, Emily shares practical approaches to portfolio narrative development, securing executive buy-in, and surviving multiple CMO changes while maintaining brand consistency. Learn why starting with product stories before tackling corporate narrative creates stronger foundations, and discover how Emily's "think big, start small, move fast" philosophy transformed NetApp's approach to brand building. Whether you're struggling with the "brand police" reputation or trying to convince engineers of the value of emotional storytelling, Emily's high school analogies and football metaphors offer practical frameworks for brand professionals at any level.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:The evolution of FedEx's brand architecture and the challenges of integrating acquisitionsStrategies for brand enablement and moving away from the "brand police" mentalityThe critical role of data in shaping brand strategies and decision-makingBalancing global brand consistency with local market needs across 220 countriesThe importance of leadership support in driving major brand initiativesMonica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles. Monica shares her wealth of experience and offers valuable insights on:The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategyChallenges and successes in maintaining brand consistency across a large, global organizationThe importance of data-driven brand strategies and how FedEx leveraged customer insightsNavigating complex brand architecture decisions, including the integration of acquisitionsThe role of leadership support in successful brand initiativesBalancing global brand consistency with local market needsThe transition from brand policing to brand enablementThis episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.Holly brings her wealth of experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of working in a technical B2B environment.The conversation sets up Season 3's focus on honest, behind-the-scenes discussions with corporate brand leaders, starting with upcoming guest Monica Skipper, VP of Brand at FedEx. Expect raw conversations about brand building in an era of AI transformation, changing agency models, and the ongoing tension between brand storytelling and performance marketing.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!
At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at the scene during the major merger of HP and Compaq, Engelina recounts the lessons she learned. She then gives an inside view of the rebranding of Flextronics to Flex, sharing the role she played, the challenges in the process, and the factors that contributed to their success. Tune in now to gain valuable insights from Engelina's wealth of experience as she unveils the essential elements that drive successful business pivots.
Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the brand and the role of culture to create a fascinating narrative in financial services. Tune in now!
Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!
In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice and opportunity to filmmakers from minority groups.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
When you’re a challenger brand that’s trying to get unfair market share, you need to things to succeed – a healthy amount of risk-taking and the agility to take advantage of the big guy’s missteps. Patrick Reynolds has a knack for developing these qualities in challenger brands in his career as a marketer. Patrick is the CMO of the customer data platform BlueConic. Prior to this role, he spent two years in an executive position for Mastercard. Patrick loves the challenge of unleashing the potential of challenger brands through ingenious marketing, branding, and positioning strategies. Tune in and learn how he puts his concepts into practice and how that has translated into business success!Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
Looking at services companies today, one would notice that almost every leading name has gone through a major brand transformation. Although ridden with tension, panic, and a long list of challenges, it is one of the biggest steps to get through in order to get to the next level. Gabriel Cohen sits down with Capgemini's Francois-Xavier Reodo, who shares how they navigated through their own brand transformation and brought their name on a global scale. He explains how they handled their team’s initial negative reactions, the major revamp of their brand identity, the struggles of the acquisition process, and working with different cultures. Francois-Xavier also talks about the importance of doing brand surveys, what baseline metrics they considered for their total rebrand, and the undeniable positive impact of putting customers first.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
When Jackson Health System in South Florida was facing bankruptcy, the government-owned brand orchestrated a remarkable turnaround through a series of changes. Our host, Gabriel Cohen, along with Matthew Pinzur, Jackson Health System’s Senior Vice President and Chief Marketing Officer, discuss this inspiring story of how bringing in a new CEO, modernizing their marketing tactics, and restructuring their team proved to be the successful course correction Jackson Health System needed to thrive.Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
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