Building a Great Healthcare Brand Via Consistent Experience, with Gail Findlay-Shirras
A Brave New Podcast
Gail is passionate about fostering awareness and helping Canadians feel educated and empowered to take control of their health. She is driven to connect more people with high-quality healthcare because she wholeheartedly believes that proactive and preventive actions lead to better health outcomes. To this end, she is always seeking new opportunities and innovative methods to share Harrison’s clinical knowledge and expertise, ensuring as many people as possible feel informed and supported. Her professional background is enriched by a variety of experiences, including roles in marketing...
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Tools To Empower Teams To Live Your Brand, with Josh Dougherty
A Brave New Podcast
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies. What you’ll learn about in this episode: The importance of team-wide brand ownership, and why brand only becomes real when it’s embraced across the entire organization, not just marketing, to drive authenticity, credibility, and emotional...
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Building Member Trust and Engagement, with Annie Furlong
A Brave New Podcast
Annie Furlong is VP of Consumer and Growth (B2C) Marketing at Carrum Health. Annie brings 15+ years of experience as a B2C, B2B2C, and B2B marketer and people manager to healthtech and employer benefits markets. She has worked at and consulted for startups, associations, and large publicly traded organizations. As a strategic, creative, & energetic marketer, Annie’s professional passions include business and account strategy, process creation & improvement, shaping customer experiences, professional development and women’s leadership, driving adoption and engagement of products,...
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When To Pursue A Brand Refresh, with Adam Taylor
A Brave New Podcast
Adam Taylor is a multidisciplinary designer, illustrator, and educator with more than 15 years of professional experience in Utah, Michigan, and Seattle. Throughout his career, he has worn many hats within the ever-evolving world of design, but his strongest affinities lie in strategic brand development, UI/UX, and illustration. Adam also serves as a remote Assistant Professor of Graphic Design at Michigan State University, where he teaches courses on design tools, theory, and brand identity development. Outside of work, he’s an occasional exhibiting fine artist, a novice dungeon master for...
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Branding In A Regulated Space, with Jen Bruursema
A Brave New Podcast
Jen Bruursema is Senior Director of Marketing and PR at DELFI Diagnostics, where she leads marketing strategy for FirstLook Lung, a blood-based test for early lung cancer detection. With more than 20 years in healthcare diagnostics, Jen has built her career at the intersection of complex science and human behavior. She got her start at Digene, where she commercialized the first FDA-approved HPV DNA test for cervical cancer screening, and has since held marketing leadership roles at QIAGEN, Ariosa Diagnostics (acquired by Roche), Karius, IDbyDNA (acquired by Illumina), Metabiota (acquired...
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How To Build a Brand When Trust is the Product, With Erica Klinger
A Brave New Podcast
Erica Klinger is the VP of Marketing at AMCP, the professional association for managed care pharmacy professionals, where she works to optimize medicine and improve lives with a diverse group of stakeholders from health plans, PBMs, policymakers, biopharma, students and educational institutions. Under her leadership, AMCP was recognized by ASAE in 2025 for a Gold Circle Award for best website and a Power of Associations Award for addressing health disparities in medication through an awareness campaign. Erica is active on brand and marketing advisory groups such as the National Health Council...
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Edelman Trust Barometer, With Josh Dougherty
A Brave New Podcast
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies. What you’ll learn about in this episode: Key findings from the 2025-2026 Edelman Trust Barometer and what they reveal about global mistrust trends. How declining public trust and societal insularity are reshaping marketing strategy. Why...
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Securing Your IT - Why It Matters For Healthcare Brands, with Kevin Gemeroy
A Brave New Podcast
Kevin is a fourth generation Seattle entrepreneur and small business owner who founded Dynamic Computing in the year 2000 while attending the Foster School of Business at the University of Washington. Over the past 20+ years, Kevin has built Dynamic Computing from the ground up into the thriving small business it is today. Kevin holds degrees in both Business Administration and Political Science from the University of Washington in Seattle. He was recognized as Washington State’s Mr. Future Business Leader in 1998 and as a Puget Sound Business Journal 40 under 40 honoree in 2018. Outside of...
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PointClickCare Rebrand, with Saige Carpenter
A Brave New Podcast
Saige Carpenter is the Director of Brand Marketing at PointClickCare, where she leads brand strategy, enterprise positioning, and integrated marketing programs designed to build and protect brand equity, establish trust, and fuel buying consideration. She spearheaded the company’s enterprise-wide brand refresh and ensures the brand shows up clearly and credibly at every stage of the buyer journey. With a background in sales across long-term post-acute care, Saige brings a future-focused, commercially grounded approach to brand—rooted in real buyer insight, market understanding, and...
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Building a Cancer Center Brand / CMCA, with Meredith Rae Vehar
A Brave New Podcast
Meredith Rae Vehar, MPA, is Director of Communications at Huntsman Cancer Institute. Since joining the cancer center more than 20 years ago, Meredith strives to be an agent of progress and enable others to recognize their potential. She leads a team of creative communication professionals who represent the cancer center through brand management, social media, web content and design, publications, multimedia, and internal communications. This meaningful work is very personal to her, and she sees camaraderie, sincerity, and laughter as key. Meredith earned her Master of Public Administration...
info_outlineRob works with business leaders to build identities for their organizations, products, and services. More than a name or logo, Rob believes an identity is defined by clear, focused beliefs, expressed through compelling words, and substantiated by consistent actions. His specialties include strategic positioning, naming and messaging, brand architecture, qualitative research, and organizational change. Prior to launching Heirloom, he was global head of brand architecture and naming at HP, and previously held strategy director roles at several leading, international brand consulting firms.
Rob is the author of Brand Naming: The Complete Guide to Creating a Name for your Company, Product, or Service, the most complete and detailed book about brand naming. He has also written about brand strategy and naming for leading publications such as Harvard Business Review, AMA.org, Entrepreneur, TechCrunch, Business Insider, The Guardian, and VentureBeat. Rob also hosts How Brands Are Built, a popular branding podcast and blog.
What you’ll learn about in this episode:
- What it was like for Rob to work alongside the legendary Alina Wheeler co-authoring the 6th edition of Designing Brand Identity.
- Both Josh and Rob’s reflections on the impact that Alina Wheeler had on the brand and design communities in her lifetime
- What you can expect from the latest edition - what content has been updated and what content is new
- A few of the new case studies that Rob is excited to feature in the new edition (all 50 case studies are brand new)
- An inside look at the all the work that went into producing the latest edition
- The pros and cons of generative AI in the branding discipline
- Rob’s advice for anyone diving into the branding process for their company in 2024
When you’ll be able to pick up your copy of the 6th Edition of Designing Brand Identity
Additional resources: