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Branding Matters

Author: Branding Badass

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Where is branding headed? How is it changing? Who's making the difference. Joelly Goodson (aka the Branding Badass) is bringing you the world’s most iconic leaders. Follow the personalities, the lessons and the insights. Come to be inspired and changed. Real conversations, valuable tips, incredible stories. Learn how to be a branding badass. Please rate us on Apple Podcasts or whatever platform you use.
47 Episodes
My guest today is Aimee Johnson, the Chief Marketing Officer of Zillow - the world’s largest real estate platform that offers customers an on-demand experience for selling, buying, renting and financing their homes.As CMO of Zillow, Aimee is responsible for driving brand experiences and growing national brand awareness. Prior to joining Zillow in 2018, Aimee served as Sr.VP of Marketing Programs and Digital Innovation at Starbucks. And before that, she held leadership roles at both Campbell’s Soup Company and Sallie Mae.I invited Aimee to be a guest on my show to discuss how she helped transform the Zillow brand int a household name. I wanted to learn what the secret to their success is. And I was curious to get her POV on how technology has changed the way people buy homes.
My guest today is Jason Stang - one of Calgary's, if not Canada’s, most celebrated photographers.Frequently roaming between Calgary and New York City, Jason has done award-winning work for MTV, Sony Music Entertainment, the New York Times Magazine, and Tommy Boy, just to name a few.I invited Jason to be a guest on my show to talk about the role photography plays in branding. I wanted to learn how he always manages to deliver what the client wants in a unique and visually interesting way. And I was curious to get his POV on what role photos play in the development of a brand story.
My guest today is Jane Cunningham, the co-author of the highly-acclaimed book Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It.Jane is also the Co-Founder of PLH - the UK's leading market research agency specializing in female audiences. She began her career in advertising at such notable agencies at DDB and Ogilvy. As she rose through the ranks to become part of the leadership teams, Jane repeatedly noticed how female customers were perceived in ways that were - at best - inaccurate and - at worst – diminishing and dismissive. I invited Jane to be a guest on my show to discuss why brands need to understand women’s motivations and decision-making in order truly be successful. I wanted to learn how she and her business partner Philippa, are attempting to right the wrong that’s still going on in branding today. And, I was curious to hear the story behind the name Brandsplaining.
My guest today is Sue Semeniw, the President and lead “Love Coach,” for Divine Intervention Matchmaking - THE best dating service in Vancouver, Canada  according to Consumer’s Choice. Sue founded Divine Intervention over 15 years ago. And her 70% success rate is a testament to her passion for for connecting and helping others.I invited Sue to be a guest on my show to talk about personal branding and how important it is in the dating world. I wanted to know how having a strong brand gives you an advantage over your competition.  And I was curious to get her valuable tips on how to create a personal brand story to help you put your best face forward.
My guests today are Jay Busselle and Jeff Solomon, the co-creators and hosts of Tacos with Jay&Jeff - an online show that puts the spotlight on epic marketing and branding. Because according to them, “TACOS make everything better”.Jay lives in Phoenix and is the Director of Marketing for Equipment Zone; a Premier Reseller of Epson DTG, Die Sublimation and Solvent printers. He’s also the Founder of #promochat - a popular industry Twitter group. And he’s a highly sought-after public speaker and trainer on topics like marketing, social media and branding.Jeff lives in LA and is a brand purpose advocate, promo consultant and publisher of FreePromoTips - a promo platform that spotlights positive things people and organizations in our industry are doing to help their clients with their branding.I invited Jay & Jeff to be guests on my show to discuss what’s going on in the promo world these days. I wanted to get their POV on how things have changed since COVID. And I was curious to learn about their Tacos with Jay & Jeff Show and why they think it’s become such a success in such a short time.
My guest today is Laura Quinn, Senior Director and Private Sector Lead at Purpose - a social impact and movement-building agency, where she leads client relationships with Danone North America, Uber, ViacomCBS, Bloomberg Philanthropies and others.Laura's16 year career spans corporate purpose, sustainability, CSR and brand building across Europe, Asia and the US. She brings international perspective to reimagining the ways organizations can be a force for good in the world.I invited Laura to be a guest on my show to talk about purposeful brands. I wanted to learn why more businesses need to start thinking wrong. And I was curious to get her POV on how brands can balance their profit with their impact on society and the environment.
My guest today is Dr. Liane Davey - a New York Times Bestselling author, Harvard Business Review contributor and the host of the ChangeYourTeam blog. Liane is also the co-founder of 3COze Inc., a company that helps organizations make teams more effective. Some of their clients include Amazon, Walmart, Aviva, TD Bank, and SONY PlayStation. I invited Liane to be a guest on my show to discuss the challenges of team building, especially during “The Great Resignation”. I wanted to know what businesses can do help their teams stay connected while working from home. And I was curious to get her POV on why a healthy corporate culture is important in developing a strong brand.
My guest today is Allen Adamson; a world renown “brand guru” and sought-after industry commentator, who has appeared on NBC’s Today Show, CNBC’s Squawk Box and Fox Business Network. He is often quoted in The New York Times, the Wall Street Journal, Advertising Age, USA Today, the Washington Post, and Forbes, for which he also writes a column on brand strategy. Allen is also the Co-Founder and Managing Partner of Metaforce - a marketing and product consultancy which takes a multi-disciplinary channel-agnostic approach to marketing challenges.He is also the author of  Shift Ahead  - a book that uses fascinating first-hand accounts and detailed case studies, to explain how the best organizations recognize when it’s time to change direction, and how they pull it off while bolstering their brands.I invited Allen to be my guest on my show to talk about how brands deal with change. I wanted to learn what it means to “shift ahead”. And I was curious to get his POV on how the pandemic has changed the way businesses compete.
My guest today is Aliza Freud, Founder and CEO of She Speaks; the leading influencer marketing & media platform connecting brands with female consumers. Aliza and her team help brands like Hershey's, Prudential, Kraft, Coca-Cola and others create and amplify authentic influencer content.Prior to founding SheSpeaks, Aliza worked at American Express leading branding and marketing initiatives globally.She’s also the host of the podcast 𝙎𝙝𝙚𝙎𝙥𝙚𝙖𝙠𝙨: 𝙃𝙤𝙬 𝙎𝙝𝙚 𝘿𝙤𝙚𝙨 𝙄𝙩  which features female CEOs, actresses, producers, authors and athletes who are shaping our world.I invited Aliza to be on my show today to talk about influencers and the value of influencer marketing. I wanted to know why more and more businesses are using influencers to promote their brand. I was curious to get her POV on how covid has impacted the industry as a whole.
My guest today is Ron Tite -  Founder and Chief Creative Officer of Church+State; an agency that unifies content and advertising. He’s also a best-selling author, speaker and entrepreneur who has created award-winning work for some of the world’s most iconic brands including Air France , evian , Fidelity Investments  Johnson & Johnson , Microsoft and Volvo  just to name a few.I invited Ron to be a guest on my show to discuss how brands navigate the blurry lines between advertising and content. I wanted to learn what the integrity gap is all about. And I was curious to get his POV on why more brands are choosing purpose over product.
My guest today is Dion Johnson, better known as The Womanologist. Dion is a multi-award-winning Women’s champion with the re-empowerment of women at the forefront of everything she does. Her clients include CEOs, Directors and Thought Leaders, who understand that when they truly thrive (and not just act like they are) so do their organizations, industries and ultimately their brands.Dion was born with a pronounced facial disfigurement and her story of ‘unmasking’ is a powerful metaphor that is captivating and inspiring leaders around the world to show up, and speak up authentically, within their sphere of influence.I invited Dion to be a guest on my show to talk about her brave unmasking journey. I wanted to learn how she became “The Womanologist”. And I was curious to hear what inspired her to become such an influential change maker.
My guest today is David Brier; the Founder and Chief Gravity Defier at DBD International; a branding agency that designs and transforms brands.David is a Fast Company expert blogger and the subject of numerous articles in Forbes, ADWEEK, Huffington Post and Business Insider. He is the recipient of the Presidential Ambassador for Global Entrepreneurship medallion, which was presented to him by Shark Tank star and NY Times bestseller Daymond John.He’s also an award-winning veteran and recipient of over 330 international industry recognitions in branding, rebrands, design and brand strategy.And as if that’s not impressive enough, David is a best-selling author and his newest book “Brand Intervention, 33 Steps to Transform the Brand You Have into the Brand You Need" is an Amazon best-seller and regarded as THE “branding bible”.I invited David to be a guest on my show to talk about how brands can rise above the noise and gain the attention of their audience. I wanted to know why certain brands take off when others are left in the dust. And I was curious to learn about his YouTube series called “One Minute Wednesday”
My guest today is James Nguyen; the Founder and CEO of inflexion media; an agency that scales companies, brands and individuals by building media brands. Their clients have been featured across global media outlets including Forbes, CNBC, ABC and many more. Prior to starting inflexion media, James was the Co-Founder & Managing Partner at Anti Hero Capital, one of Australia's first investment funds exclusively dedicated to investing in blockchain technology and cryptocurrencies. And before that, he Co-Founded M5859 Apps; a global app agency whose founding team built official apps for brands such as BBC Worldwide, 20th Century Fox, Hell's Kitchen and ITV. And in his spare time, James is also a contributing writer at Forbes.I invited James to be a guest on my show to discuss what it takes for a brand to become a media brand. I wanted to learn some of the ways media helps scale the value that brands offer. And I was curious to learn why it’s so important to use content for media leverage.
My guests today are Josh and Rachel Lee, the Founders and co-owners of Standout Authority; a company that helps brands build human connections online.Known as “the Dopamine Dealer of LinkedIn”, Josh spent the last 20 years building 16 businesses and is the author of the book “Balance is Bullshit”. In 2003 he started in online marketing with clients like MySpace and Google and controlled half a billion dollars in ad spend.His beautiful wife Rachel (aka the Branding Ladyboss) has run multi-million dollar brand marketing strategies and campaigns for companies like Microsoft and Gartner. Today Rachel leads the marketing and branding strategy for Standout Authority and its clients. And her special sauce is helping brands find their unique voice and create influence in the digital space.I invited this “dynamic duo” to be guests on my show to discuss why building human connections, is one of the most important things anyone can do in their business. I wanted to learn why B2B and B2C are taking a back seat H2H. And I was curious to learn what brands are doing differently since the pandemic to help them stand out on LinkedIn.
My guest today is Tina Wells; entrepreneur, business strategist, and best-selling author. She is also the founder of RLVNT Media - a multimedia content venture serving entrepreneurs, tweens and culturists with authentic representation.Tina has been recognized by Fast Company's 100 Most Creative People in Business, Essence’s 40 Under 40 and more. And for over two decades she led Buzz Marketing Group, an agency she founded at 16 with clients like Dell, The Oprah Winfrey Network, Kroger, Apple, P+G, Johnson & Johnson, and American Eagle just to name a few.As if that’s not impressive enough, Tina is also the author of seven books, including the best-selling tween fiction series Mackenzie Blue, its 2020 spinoff series, The Zee Files, and the marketing handbook, Chasing Youth Culture and Getting It Right. I invited Tina to be a guest on my show to discuss how she became an “accidental entrepreneur. I wanted to learn about her Elevation Tribe and I was curious to get her POV on how diversity has changed in the world of branding.
Today I’m sitting down with the Senior Executive Vice President & Chief Marketing Officer for the National Hockey League, better known as the NHL! Her name is Heidi Browning and she is a passionate pioneer in digital, mobile and social marketing.Heidi is also a sought-after featured speaker at industry conferences, including CES, TEDx Women, Variety Entertainment Marketing Summit, Adweek and the Youth Marketing Summit, just to name a few. Her honours include Adweek’s Most Powerful Women in Sports, Most Powerful Women in Music by Billboard, and recently she was named one of Forbes’ World’s Most Influential CMOs in 2020!I Invited Heidi to be a guest on my show to discuss generational trends in attention and brand engagement. I wanted to learn why marketing to Millennial and Gen Z audiences is essential for engaging young sports fans. And I was curious to get her POV on what it’s like to be a woman at the helm of a mostly-male dominated industry.
My guest today is Matt Skallerud, the President and Founder of Pink Media; a revolutionary company that specializes in LGBTQ+ online marketing.Back in 1995 when the internet was just in its infancy, Matt launched, which quickly skyrocketed to become one of the top 3 LGBTQ websites worldwide.I invited Matt to be a guest on my show to chat about Pink Media. I wanted to learn what they do differently to help brands reach the LGBTQ market. I also wanted to talk about stereotyping and what steps brands can do to avoid it. But most of all, I was curious to hear how Matt became known around the world as "The Accidental Social Media Star” thanks to his popular new online show #ILoveGay Today.
My guest today is Pauline Brown, longtime leader in luxury goods and former Chairman of LVMH North America. Pauline is renowned around the globe for acquiring, building, and leading some of the world’s most influential brands.In her groundbreaking book, Aesthetic Intelligence, she shows businesspeople how to harness the power of their own senses to create products and services that delight their customers and build businesses that last. Her book is based on a course that she designed and taught at Harvard Business School.I invited Pauline to be a guest on my show to talk about The Business of Aesthetics. I wanted o learn about “the other AI” - Aesthetic Intelligence and why it’s important. And finally, I was curious to get Pauline’s POV on why taste matters.
Today I’m sitting down with a very special guest who is near and dear to my heart. His name is Aiden Lang, and he is a proud member of the LGBTQ+ community. He’s also one of Calgary’s most celebrated drag queens under the age of 18. And most important of all, Aiden is my son.Since the ripe old age of 14, Aiden (aka Crystal Guyser) has been performing at popular all ages drag venues around town; the most famous one being the main stage at Calgary Pride.I invited Aiden to be a guest on my show to help celebrate Pride Month. We thought this would be a great opportunity to share his journey on how he created the Crystal Guyser brand. As you will soon discover, Aiden is anything BUT shy. And his story is one we can all learn from when it comes to living our authentic truth.
My guest today is Adam Morgan, the highly respected author of ‘𝗘𝗮𝘁𝗶𝗻𝗴 𝗧𝗵𝗲 𝗕𝗶𝗴 𝗙𝗶𝘀𝗵: 𝗛𝗼𝘄 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝗿 𝗕𝗿𝗮𝗻𝗱𝘀 𝗰𝗮𝗻 𝗰𝗼𝗺𝗽𝗲𝘁𝗲 𝗮𝗴𝗮𝗶𝗻𝘀𝘁 𝗕𝗿𝗮𝗻𝗱 𝗟𝗲𝗮𝗱𝗲𝗿𝘀’.This International best-seller not only popularized the term ‘challenger brand’, it also outlined a process for doing more with less and its principles have been widely praised and imitated around the world.I invited Adam to be a guest on my show to discuss Challenger Brands and learn about his new book titled “𝗢𝘃𝗲𝗿𝘁𝗵𝗿𝗼𝘄 𝗜𝗜: 𝟭𝟬 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗳𝗿𝗼𝗺 𝗮 𝗻𝗲𝘄 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝗿𝘀”. I wanted to learn what it means to adopt a challenger mindset. And I was especially curious to learn about Adam’s surprising fetish.
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