Building a Brand using Identity Marketing with Veronica Romney
Release Date: 09/10/2024
Marketing Brief #7: Nike Partners with SKIMS
Brand & Banter
In this episode of The Marketing Brief, we’re breaking down why Nike tapped SKIMS, what this says about shifting consumer behaviors. From stock market reactions to the rise of performance-meets-lifestyle branding, this isn’t just about selling more leggings—it’s about redefining the entire athleisure space. Join the conversation on Instagram () and let me know your take! Ready to level up your own brand strategy? Sign up for a free Mini-Audit and get expert insights on how to make your marketing work smarter, not harder. Head to to claim yours.
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How Mid-Day Squares Sold 55,000 Bars in Six Days at Costco
Brand & Banter
What do you do when one of the biggest chocolate companies in the world sends you a cease and desist? If you’re Mid-Day Squares, you don’t just fight back—you drop a diss track. In this episode, co-founder Nick Saltarelli takes us behind the scenes of Mid-Day Squares’ radically transparent, no-BS approach to building a cult-favorite brand in a category dominated by legacy giants. From breaking Costco’s decade-old sales record (55,000 bars in six days!) to treating their business like a rock band, Mid-Day Squares has rewritten every rule in the book.
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Influencer Marketing for Bars & Restaurants with Moya McIntyre: How Influencers Drove 287 Customers on Opening Day
Brand & Banter
What if you could pack your grand opening with nearly 300 customers—without spending a dime on ads? Moya McIntyre, owner of Stargazer and Springdale Station, did exactly that. In this episode of Brand & Banter, Moya pulls back the curtain on how influencer marketing fueled Stargazer’s launch, making it one of the hottest new spots in Austin. No big ad budgets, no gimmicks—just a smart, strategic approach to leveraging local influencers in the hospitality space.
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Marketing Brief #6: Poppi's Vending Machines & Duolingo's Death
Brand & Banter
This week’s Marketing Brief is a spicy one. Two brands stole the spotlight—one for all the wrong reasons, and one for doing absolutely nothing (on purpose). Poppi’s influencer vending machine stunt sent the internet into a full meltdown. Were the flashy $25K vending machines a brilliant marketing move, or did they scream tone-deaf excess? We’re breaking down both sides of the debate—and how Olipop swooped in and stole the narrative. Meanwhile, Duolingo pulled off the cheapest, most effective marketing play of the week. Their beloved green owl “died” (RIP Duo), and suddenly,...
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Inside Last Crumb: The Cookie Brand That Sells Out in 30 Seconds with Raphael Farasat
Brand & Banter
What if a cookie could be as exclusive as a Birkin bag? That’s exactly what Last Crumb has done—turning baked goods into a coveted luxury experience that sells out in minutes. In this episode, we sit down with Raphael Farasat, founder of Truffl and the branding genius behind Last Crumb, to break down: How they built a $140-a-box cookie brand that people fight to get their hands on. The psychology behind exclusive drop models (and why they drive insane demand). Why copywriting, packaging, and storytelling matter just as much as the product itself. If you’ve ever wondered how to take a...
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Marketing Brief #5: Super Bowl 2025 Ads
Brand & Banter
The Super Bowl isn’t just about football—it’s the biggest night for brand storytelling. In this Marketing Brief, I’m breaking down the standout ads of 2025. From Coors Light’s Slow Monday sloth to Liquid Death’s Safe for Work genius, these brands went all in. Some made us laugh (Bud Light’s backyard bash), some made us cry (Dove’s These Legs), and others had us questioning our bathroom break strategy (looking at you, Angel Soft). I’ll cover what worked, what didn’t, and why AI felt more like a trend than a tactic this year. Plus, one ad spent $16M—was it worth it?...
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Marketing Brief #4: Soup, Speed & Strategy
Brand & Banter
Some brand moves make you stop and think, “Genius.” Others? Not so much. In this week’s Marketing Brief, we’re looking at two brands making big plays—one that had everyone talking (and selling out) in record time, and another that proves not all partnerships are created equal. Hit play for a quick breakdown of what worked, what flopped, and what marketers can take away from it all.
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Marketing Brief #3: The Hottest Brands of 2024—Who Made the List
Brand & Banter
Who were the it brands of 2024? Some you’d expect—others might surprise you. In this bonus episode of Brand & Banter, we’re looking at Ad Age’s hottest brands list and breaking down why they dominated. From major comebacks to viral moments, these brands made waves—so what can we learn from them? Hit play to find out which brands topped the list, the marketing moves that got them there, and what it means for 2025.
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How to Build a Sales Team that Scales with Jessica Marx
Brand & Banter
Tired of being the only one selling in your business? Wondering how to build a sales team that doesn’t just survive but scales with you? Enter Jessica Marx—a Forbes-recognized business advisor and sales powerhouse. In this episode, Jessica breaks down exactly what it takes to build and train a small (but mighty) sales team that grows your revenue while giving you back your time. From finding the right people to setting realistic KPIs and mastering conversions, Jessica shares the no-fluff strategies she uses with 7- and 8-figure founders to create sales teams that scale. We also dive into: ...
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Marketing Brief #2: Generation Beta
Brand & Banter
In this week’s Brand & Banter bonus episode, we’re diving into three marketing stories you need to know. From a clever commercial redefining generational storytelling, to a beer brand chilling its way into beauty trends, and a household name marking 100 years with a bold refresh—this episode is packed with inspiration for marketers ready to think outside the box. Curious? Hit play and let’s banter about what’s making waves in the marketing world this week! From this episode:
info_outlineWe're diving deep into the world of identity marketing with the fiery and brilliant Veronica Romney. If you've ever wondered how brands like Harley Davidson inspire such intense loyalty that people tattoo their logo on their bodies, or how Taylor Swift created the phenomenon of "Swifties," you're in for a treat.
Veronica breaks down the difference between brand identity and identity marketing, explaining how the latter taps into the core of who your customers are or aspire to be. We explore examples from various industries and discuss how even service-based businesses can leverage this powerful strategy.
But it's not all theory - we get practical too. Veronica shares insights on how to uncover your customers' identity markers and how to measure the success of your identity marketing efforts. We also touch on the potential pitfalls, like tying your brand too closely to a single leader.
What I love about this conversation is how it challenges us to think beyond traditional marketing approaches.
Whether you're a wedding planner, a luxury service provider, or any type of business owner, this episode will give you fresh perspectives on connecting with your audience on a deeper level.
Links mentioned:
Veronica's website: veronicaromney.com
Instagram: @v.romney