Brand Slam Podcast

Winning over a new generation of fans without losing the loyal ones who made your brand legendary isn't easy, even for an iconic sports franchise like the Dallas Cowboys. In this episode of Brand Slam, (add)ventures founder and CEO Steve Rosa and co-host Joe Kayata sit down with Jose Garcia, fan growth marketing manager for the Dallas Cowboys, to explore how America's Team is evolving its marketing strategy to connect with the next generation of fans.Garcia’s role focuses on growing the Cowboys' connection with Hispanic, female and younger audiences. Previously with the Texas Rangers, he brings experience in multicultural marketing and collaborations that connect sports with music, fashion and culture. Throughout the conversation, Garcia emphasizes the importance of authenticity when reaching multicultural audiences, sharing why brands must go beyond translation to understand the traditions, values and experiences that create genuine cultural connections. From working with artists like Peso Pluma and Post Malone to expanding the Cowboys' reach internationally, Garcia shares how he helps build relevance beyond the game.The conversation also explores how entertainment can introduce a sports brand to entirely new audiences. Netflix's hit series America's Sweethearts, featuring the Dallas Cowboys Cheerleaders, demonstrates how storytelling can attract fans who may have little interest in football, expanding the Cowboys' cultural reach beyond the field.As sports brands compete for attention across cultures and generations, the Cowboys offer a compelling story of how tradition and innovation can work together to drive growth.Have an idea for a guest? Reach out at [email protected].

What does it take for household names like Cheerios, Pillsbury and Nature Valley to connect with consumers across cultures? And how can marketers make those connections without losing what makes their brands recognizable? On this episode of Brand Slam, Joe Kayata and guest co-host Michelle Spriegel, VP of Global Marketing Strategy and Innovation at (add)ventures, sit down with Glory Alcántara, Director of Multicultural Marketing at General Mills, to explore how some of the world’s most recognizable brands are making more meaningful connections with consumers.With nearly two decades at General Mills, Alcántara has helped brands navigate an increasingly diverse marketplace. Born and raised in the Dominican Republic, she shares how her cultural background and career journey from research to marketing shaped her approach to understanding consumers beyond mere demographics.The conversation tackles questions marketers face every day. What's the difference between translating a campaign and truly adapting it for another culture? How can brands connect with different audiences while staying true to their identity? The challenge goes beyond translating messages into another language. It requires understanding the cultural values, traditions and experiences that influence purchasing decisions. As audiences become more diverse and consumer expectations evolve, the brands that succeed will be those that understand culture as a business opportunity, not simply a marketing category. Have an idea for a guest? Reach out at [email protected].

The International Tennis Hall of Fame in Newport, RI, is built on 150 years of history, but staying relevant requires more than preserving the past. It means creating new reasons for fans to care and new ways for partners to connect. On this episode of Brand Slam, hosts Steve Rosa and Joe Kayata sit down with International Tennis Hall of Fame CEO Dan Faber to discuss how one of sports’ most historic institutions continues to evolve.Faber has led the Hall of Fame since 2023 after spending a decade with the USTA Foundation. He shares how his background in education and tennis helped shape his leadership approach, and what comes next after Roger Federer’s induction brought one of the biggest weekends the Hall of Fame has ever experienced.It’s a challenge that anyone managing a legacy brand will recognize. How do you build on a moment like that and give people a reason to keep coming back?The conversation explores the Hall of Fame’s connection to Newport, the historic Newport Casino and the museum experience that brings tennis history to life for both longtime fans and new audiences. Faber also talks about what the Hall of Fame offers its brand-partners and why sports properties can be such powerful platforms for connection. Listen for a look at how the organization is turning its history into opportunities for the future. Have an idea for a guest? Reach out at [email protected].

Human connection is becoming a competitive advantage for brands in a world shaped by screens, algorithms and always-on content. On this episode of Brand Slam, hosts Steve Rosa and Mary Sadlier explore how artists, entrepreneurs and event creators are redesigning familiar experiences around presence, connection and shared experience.The episode looks at four examples, beginning with the multigenerational energy of a recent Bruno Mars concert and the way Anderson .Paak moves between identities, from opening as DJ Pee .Wee to performing alongside Mars as part of Silk Sonic. From there, the conversation explores the rise of phone-free parties, Earlybirds Club rethinking nightlife for women and Lenny Pearce turning children’s songs into Toddler Techno for parents and kids.What connects these stories is a shift toward experiences that feel more personal, intentional and connected to the way people want to spend their time. Each one takes something familiar and reshapes it around changing habits, expectations and lifestyles.For marketers, the lesson is clear: relevance comes from understanding what audiences already value and creating experiences that feel more useful, authentic and human.Have an idea for a guest? Reach out at [email protected].

Gen Z is forcing brands to rethink how they earn attention, build trust and stay relevant with a generation that has never known a world without smartphones, social media and unlimited access to information. On this episode of Brand Slam, hosts Steve Rosa and Joe Kayata sit down with members of our 2026 (add)prentice class to hear directly from Gen Z about what brands are getting right, what they are getting wrong and what marketers should be paying attention to next.The episode features summer interns Katie, Hailee, Nabiha and Thomas, representing our marketing, content strategy, design and video teams. Together, they offer a firsthand look at how their generation thinks about social media, influencers, brand loyalty, design, long-form content, shopping habits and the expectations shaping the next era of marketing.‍The conversation shifts to brand communication. Gen Z expects more than one-way messaging. They pay attention to authenticity, peer influence, creator credibility and how brands show up across different platforms. From Trader Joe’s to Red Bull, the interns share examples of brands that resonate with them, along with the mistakes that can quickly cause younger consumers to tune out.‍That perspective matters for marketers trying to build relevance with younger audiences. Reaching Gen Z is not simply about following trends or adopting the newest platform. It requires understanding how people consume information, form opinions and decide which brands deserve their attention and loyalty.Have an idea for a guest? Reach out at [email protected].