What happens when the brand is a person?

When your most valuable asset is a human—known as much for feeding people in crisis as for fine dining—you’re building a brand and capturing a personality.

In this episode of Brand Slam, hosts Steve Rosa and Mary Sadlier sit down with Ellen Kaplan, VP of Marketing at the José Andrés Group, to explore how a hospitality brand grows into a global media presence, without losing the voice that started it all.

José Andrés is a chef. A humanitarian. A visionary. But above all, he’s a genuinely good person driven by curiosity, compassion and a belief that food can change lives.

While his name appears on restaurants, cookbooks and TV shows, there’s a team behind the scenes making sure that name shows up with purpose and consistency. Ellen leads that team. She and her colleagues aren’t just promoting a personality. They’re translating a real, human presence into a brand that spans restaurants, hotels, books, podcasts and digital platforms, without losing the heart that started it all.

Ellen shares how her team brings José’s energy and values to life through branded experiences that feel personal, polished and authentic. She talks about how his personality comes through across platforms, and how storytelling became a key to growing the José Andrés Media brand. She also reflects on leading a creative team across formats, and why voice and values matter even more as a brand grows.

Whether you're managing a multi-channel strategy or shaping a purpose-driven brand, this episode offers thoughtful, real-world insight into building something that lasts.

Have an idea for a guest? Reach out at brandslam@addventures.com.