A Brave New Podcast
Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.
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Talking branding, with Steve Brock
05/12/2023
Talking branding, with Steve Brock
Steve Brock leads a studio of talented and experienced researchers, strategists, designers, writers, programmers, project managers, an odd chef or two, photographers, videographers, organizational development specialists and assorted other creatives. As a studio, his team pulls together the most appropriate team for clients’ specific needs. And somehow, it all works. Brilliantly. With a wallop even. For more than twenty-years (that’s like over a century in internet years), Steve’s team have helped some of the nation’s top corporations and not-for-profit organizations discover who they are, determine optimal ways to convey their story and then create experiences and artifacts that bring that story to life. You can call this the branding process, brand building or a host of other jargon-filled terms. Steve and his team call the end result delight. Steve is very hands-on with all Brand:Wallop clients. He believes that every project matters and every client is a potential long-term friend. He not only gets involved in all the strategy work but even helps out on copy and photography when needed . At Brand:Wallop, they believe you and your staff will achieve greater delight with your brand (as will you audiences) if you experience it in the process of building your brand. What you’ll learn about in this episode: Key trends in the branding space in 2023 How brand is evolving in the world of ChatGPT and generative AI Why brand is still the best strategy to pursue for the health of your business even in the face of economic uncertainty How to differentiate in an industry when there seems to be an expectation that everyone shows up in the same way The power of moments in branding (see the Chip and Dan Heath book below) Steve’s latest branding success stories and nightmares Additional resources:
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All About F1 Brand Associations, with Brad Steinbacher
03/10/2023
All About F1 Brand Associations, with Brad Steinbacher
Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: Josh & Brad’s thoughts about F1 preseason testing Which brands Josh & Brad think each Formula 1 team most resembles Various free-form thoughts about Netflix’s Drive To Survive Which F1 team most resembles Texas Instruments as a brand Additional resources:
/episode/index/show/abravenew/id/26183142
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Lessons From the 2023 Edelman Trust Barometer for Healthcare & Tech Brands, with Josh Dougherty
03/03/2023
Lessons From the 2023 Edelman Trust Barometer for Healthcare & Tech Brands, with Josh Dougherty
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: About the current macro trends around trust and uncertainty uncovered by Edelman’s annual online survey of over 32,000 people in 28 countries The opportunities that B2B healthcare and technology brands have to stand out in the midst of an environment of distrust, uncertainty, and polarization Why now is the time for businesses to take a position of leadership in society and in the way they engage with their prospects (in a way that matches their brand, of course) Specific strategies to build your brand in this environment including Giving voice to the scientists if you work in the healthcare and technology spaces Investing in making a societal impact and speaking up for values Exploring government collaboration where appropriate to make the world a better place Speaking up and taking concrete action about issues people care about (especially CEOs) Investing in the platforms that people trust most Being someone who provides trustworthy and accurate information Additional resources:
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HealthTech Marketing With A Mission, with Nora Marsh
02/08/2023
HealthTech Marketing With A Mission, with Nora Marsh
Nora Marsh, Director of Marketing at CareMessage, leads strategy development for communicating product value as well as efforts to generate demand among new customers and support customer retention. Nora's background in healthcare marketing is broad and deep. She spent 15 years in advertising and communications for pharmaceutical products, medical devices, and over-the-counter health products before pivoting to product marketing for healthcare technology tools. Currently, Nora is focused on bringing her expertise and knowledge to help improve access to healthcare and equitable health outcomes. What you’ll learn about in this episode: How CareMessage is using technology to help safety-net organizations meet the needs of underserved populations The challenges we face as a society as we strive to reach all patients with the information they need The importance of providing healthcare navigation and guidance to people who do not necessarily know how to get the care they need Nora’s experience shifting from agency to in-house roles and how it’s impacted her approach to marketing Tips for successfully partnering with an agency How to stay on track and focused as a small marketing team The importance of market research and competitor research in marketing Nora’s principles for content strategy Powerful- Don’t waste anyone’s time- everything should be worth reading Affinity-Building- Our content moves us from being a service to being a strategic partner, as I mentioned before, and consistency builds trust, and Efficient -“Create once, repurpose forever” Additional resources:
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Community Building, Content, & Innovation In The Corporate Learning Space, with Jack Foster
01/31/2023
Community Building, Content, & Innovation In The Corporate Learning Space, with Jack Foster
Successful marketing and enterprise demand generation starts with community building. This is the foundation stands firm on. It’s been reinforced by 16 years of marketing experience, the majority of which has been spent spearheading marketing and demand gen efforts for some of the most innovative players in tech like Momentive (formerly SurveyMonkey) and Lever. Now as the Vice President of Marketing at , Jack is putting her focus on community building into action — and helping disrupt the established corporate learning and development industry in the process. What you’ll learn about in this episode: How to use corporate learning as a competitive advantage in your marketing What it takes to create a leading brand in a fast-growing space…starting with redefining the learning management system category The benefit of community-building as a key pillar in your marketing strategy How to leverage customer communities to drive increased adoption and loyalty to your brand How Jack’s team drove 1000% year-over-year growth in blog traffic guided by a documented content strategy Jack’s thoughts about how marketers can succeed in an uncertain economic climate Additional resources:
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3 Imperatives For B2B Marketing Leaders As We Kick Off 2023, with Josh Dougherty
01/26/2023
3 Imperatives For B2B Marketing Leaders As We Kick Off 2023, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: Strategies to consider for your marketing program in the face of economic uncertainty Imperative 1: Protecting your marketing spend How to protect your marketing spend in the face of economic uncertainty Why companies who continue to invest in marketing experience less revenue loss (research!) Imperative 2: Navigating AI content creation The impact that Chat GPT will have on content creation, and whether or not we should be afraid of it as marketers Things to watch out for as you begin to leverage AI for your content creation efforts Imperative 3: Focusing on your unique value from your customer’s perspective How great brands align their content to what their customers need Additional resources: Marketing Profs Article:
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Recapping 2022…and looking forward to the New Year!, with Michelle Burk-Gomez & Brad Steinbacher
12/21/2022
Recapping 2022…and looking forward to the New Year!, with Michelle Burk-Gomez & Brad Steinbacher
Michelle Burk-Gomez is the Account Director at A Brave New, and she is passionate about building brands and crafting compelling digital experiences for organizations. Her ideas are informed by creative and quantitative perspectives. Michelle has over 15+ years of experience in the Marketing, Brand Strategy, Technology, Finance and Nonprofit industries. Adept at knowing market trends and how to relate that to an organization’s targeted goals, Michelle is out to discover how best to use marketing campaigns and technology to impact market position and brand perception. She is excited about how to use the power of technology to make organizations more competitive. She is experienced in concept development and strategy through execution; that is grounded in knowledge of brand, competitive landscape, and market trends. Storytelling, brand strategies and innovation with top ranking companies all play a part. —------------ Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: What it was like for our agency over the past year Marketing trends we see on the horizon for 2023 Why our Content Director only just recently learned he could turn off notifications in the Slack app Additional resources: Blog Post
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Driving Growth As A CMO, with Grant Johnson
12/07/2022
Driving Growth As A CMO, with Grant Johnson
Grant Johnson is a 4x CMO with a proven track record of more than doubling revenues and scaling businesses, building high-performance teams, and transforming global companies, from early stage to multi-billion-dollar enterprises, including: Emburse, Cylance, Kofax, Pegasystems and Symantec. Grant has been a key member of executive teams, driving growth, helping integrate more than 20 acquisitions, and fostering liquidity events valued at more than $10 billion. Grant’s a full stack marketer with expertise in all key functions, including brand, channel, customer, demand, operations, product, and Web marketing. His passion is for developing talent and he’s gratified that more than a dozen of his former staff have progressed their careers to become heads of marketing and CMO’s. What you’ll learn about in this episode: How to balance building strong brand loyalty and driving the demand that you need for growth Best tactics to build your brand in the B2B space How to bridge the gap between sales and marketing in B2B and ensure a smooth handoff Marketing differently based on a company’s stage, whether it’s orgs in growth, acquisition, or integration Common pitfalls CMOs face Why the relationship with your CEO is so important and how can someone build it Additional resources: Blog Site:
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Marketing A Complex Tech Product, with Josh Dougherty
11/23/2022
Marketing A Complex Tech Product, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: How to market a complex product in four steps Clarifying what you're really selling Building trust with humans Importance of being data driven Keeping the balance between not getting lost in features and functionality, and not oversimplifying Additional resources:
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Marketing With Purpose, with Heidi Lorenzen
11/09/2022
Marketing With Purpose, with Heidi Lorenzen
Heidi Lorenzen is a global go-to-market executive with 35 years’ experience driving outsized impact through inspired and profitable business strategies. She empowers companies and teams to adapt to change and leverage it for better outcomes – providing fresh insights for success amid the dramatic shifts, unprecedented demands, and exponential opportunities made possible through technology. She is a sought-after thought leader on topics including socially conscious leadership, global marketing strategy, gender equity, and business expansion and has written on these subjects for CMO Council, Forbes, Salesforce.com, World of Business Ideas (WOBI.com), and Marketo. Heidi was named one of the Top 50 Most Powerful Women in Technology by National Diversity Council in 2021. In her current role as Senior Vice President of Marketing at Accela, an industry-leading cloud platform for governments, Heidi has helped the business achieve market leadership by guiding go-to-market strategies that deliver 50% of pipeline, 20% YoY increase in share of voice, and significant improvement in NPS. Prior to Accela, Heidi was Vice President of Marketing at Singularity University where led a team responsible for educating and inspiring leaders to apply exponentially-growing technologies (like biotech, AI, and neuroscience) to create a more abundant future and help address humanity’s biggest challenges. Prior to Singularity University, Heidi served as Chief Marketing Officer at Mark Benioff-backed CloudWords. She also has previously held senior marketing executive roles at enterprise software and technology leaders including Autonomy, Interwoven and Polycom. She began her career in media Taipei, Taiwan, followed by 8 years at Business Week magazine in New York City. Heidi spent a combined 10 years working overseas in Singapore, Germany, Taiwan, and Hong Kong. Heidi dedicates her non-day-job time to mentoring, advising, and creating the leaders the world needs today.. Heidi is President of the Women Executives Channel Advisory Board, a member of the Board of Directors for the global non-profit Rising Worldwide, executive sponsor of Accela's Diversity Equity & Inclusion Employee Resource Group, and a member of Chief and the Athena Alliance. Heidi is a past Co-Chair of National League of City’s Corporate Partners Leadership Council, is a Business Mentor at Bishop Ranch Intelligence Innovation Accelerator and CITRIS Accelerator at UC Berkeley, and was an Adjunct Professor of Business Strategy at San Francisco State University, College of Business. Heidi earned her M.B.A. in International Strategy from New York University’s Stern School of Business and her B.A. in East Asian Studies from Middlebury College, where she learned to speak Mandarin Chinese. What you’ll learn about in this episode: How important it is to balance being human in marketing and not solely focused on data (although still important) Keys to success in building a high-performing marketing team How to balance the quest to drive results with building a magnetic brand The value of being focused on purpose in addition to profit and how that can inspire and uplift teams Additional resources:
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Data-Driven Marketing with Erich Ziegler
11/02/2022
Data-Driven Marketing with Erich Ziegler
Erich Ziegler is the Interim GM, EMEA at CircleCI. He is incredibly calculated in his decision-making and is laser-focused on prioritizing the most important business drivers to achieve impactful results. Since joining CircleCI six years ago, Erich has risen to the challenge of building a team that successfully markets to developers. In that time he’s delivered >100% year-over-year growth, which is largely due to his data-driven marketing approach. Prior to CircleCI, Erich led marketing teams at RingCentral, Intuit, PayCycle, and Netflix and was featured in the 2020 documentary, “Netflix vs the World” for his role in their hypergrowth. What you’ll learn about in this episode: The system Erich created while at Netflix to manage and maximize demand gen efforts and why it worked so well How the model Erich created at Netflix for a direct to consumer brand transitions into the B2B space How to cultivate the relationship between marketing and sales successfully Thoughts on what marketing trends that might stick and which ones might fade over time Advice for new marketers about how to increase their expertise in marketing and to win others within their organization, especially in leadership Additional resources:
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Driving Growth Via Questions, Curiosity, & Analytics, with Michael Freeman
10/19/2022
Driving Growth Via Questions, Curiosity, & Analytics, with Michael Freeman
Michael joined Skilljar with 20+ years of marketing, strategy, and operations experience across a broad set of industries, from startups to the Fortune 100. Most recently, Michael was the CMO at Certent (acquired by Insightsoftware), a SaaS provider for equity management and financial reporting software. Prior to that, he held a number of roles of increasing responsibility and leadership at companies such as Adaptive Insights (acquired by Workday), Highfive, ShoreTel, Mecalux, Teleflora, The Walt Disney Company, and Maersk. Michael has a BA in Communications Studies from University of California, Los Angeles and an MBA, also from UCLA – The Anderson School of Management. What you’ll learn about in this episode: How layering a customer education strategy in with the rest of your marketing efforts can be a great customer attraction and retention strategy Some of the ways that measure the success of a customer acquisition strategy The difference between reporting and analysis and insights What the keys were to great inbound marketing in 2022, and now heading into 2023 How platforms have evolved and changed to help us do better inbound marketing Additional resources:
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Building Authority Through Public Speaking, with Michael Port
10/12/2022
Building Authority Through Public Speaking, with Michael Port
Michael Port is the author of nine books, which have been translated into twenty-nine languages. A few of them have become perennial bestsellers and made it onto such lists as the New York Times, the Wall Street Journal, and USA Today. Some have won awards from 800-ceo-read and Amazon. After delivering thousands of paid speeches on the world’s biggest stages, Michael and his wife, Amy, built Heroic Public Speaking HQ , a performance training center, to develop and nurture the next generation of professional speakers along with CEOs and founders, bestselling authors, business owners, and people leading movements and advancing important causes. More at . What you’ll learn about in this episode: Tips for staying focused and energized while working at a high level across many things at a time The difference between a thought leader and and influencer The formula for creating a sustainable speaking career The importance of intentionality behind the speaking process The two things that reduce nerves when you're going to give a speech How you develop fractals for speaking so you can effectively spread your ideas and help your overall efforts at building influence as a leader Additional resources:
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HubSpot Deep Dive, with Ben Slager
09/14/2022
HubSpot Deep Dive, with Ben Slager
Ben Slager is a seasoned account manager currently working as Principal Customer Success Manager at HubSpot. He resides in Seattle with his wife and Siberian cat, Ladyhawke. Ben has extensive experience managing customers and helping them solve complex challenges. He’s worked in a broad spectrum of industries from non-profit fundraising to healthcare to tech. Ben holds a Bachelor’s degree in Business Administration: Marketing from Dordt College. Away from work, you can find Ben supporting all the Seattle sports teams, playing indoor soccer, campaigning with his friends in D&D, or relaxing with his family on the couch. What you’ll learn about in this episode: The important role listening and asking good questions play in solving problems What HubSpot product releases/enhancements announced at Inbound 2022 Ben is most excited to share with his clients How HubSpot has evolved it’s platform to better serve large enterprise clients , it’s capabilities and how it helps HubSpot fulfill on the promise of being an all-in-one CRM Ways you can utilize even if your business doesn’t need a customer help desk or ticketing system Simple hacks Ben has learned to keep your HubSpot portal running efficiently and smoothly Additional resources:
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Content, Creativity, & Storytelling, with Brad Steinbacher
08/31/2022
Content, Creativity, & Storytelling, with Brad Steinbacher
Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: Brad’s journey from journalist to seasoned content professional The lessons that Brad learned in the newsroom that have helped he and his team create better content for clients Ways to keep your content fresh when it feels like you’ve exhausted every single approach to your content How to find inspiration (especially by reading nonfiction and unplugging from technology) How brands can level up their content game The important things companies need to think about as they use content to build brand differentiation Additional resources:
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How To Effectively Roll Out Your Brand, with Josh Dougherty
08/17/2022
How To Effectively Roll Out Your Brand, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: Why a disciplined band rollout process is necessary The length of time it will take to for people to start internalizing the brand and repeating it back to you The difference between brand and marketing Why a brand rollout must be treated as more than ust a marketing campaign How to effectively roll out your brand to the two most important groups of people: your team and your customers The key elements of a brand implementation plan What to think about when planning and executing your internal and external launches How to leverage a content strategy and ongoing brand training to maintain momentum over the course of the first year after launch and into the future What do do if you realize that you’ve gone off course 3-5 years after your brand launch and once again sound like everyone else Additional resources:
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The Power Of Brand, with Fabian Geyrhalter
08/03/2022
The Power Of Brand, with Fabian Geyrhalter
Fabian Geyrhalter is a brand strategist and creative director who was born in Vienna, Austria and has been living in Los Angeles for well over half his life. He understands that any venture can turn into an admired brand if developed in an intrinsic, holistic, and methodological manner. Fabian has deep expertise in guiding companies through their brand transformations and has been sought out by companies such as Marriott International, Warner Brothers, Match Group, Honeywell, Kaplan, and Randstad. His thoughts on branding have appeared in publications like Inc., Forbes, Entrepreneur, and The Washington Post. All three of his books became international Amazon best-sellers and turned into go-to resources for entrepreneurs and marketers alike. From his Resonaid brand strategy workshops to the Hitting the Mark podcast, Fabian is in a constant stimulation cycle, which is clearly visible when he advises clients or shares his insights with his followers. In 2022 Fabian launched a product startup, Toneoptic, which brings innovation, coupled with his brand-thinking, to the vinyl record storage system space. What you’ll learn about in this episode: How Fabian’s fascination in logos as a child grew into a passion for building brands that build authentic emotional connections with Why every company must invest in brand if they want to succeed How brands like succeed by being bold and focusing on a narrow niche How early stage startups can leverage great branding to ensure their product gets noticed Why B2B brands should loosen up and realize they are building connections with people, just like everyone else Why emotions lie at the core of any great brand How to break through any mental blocks as you’re trying to uncover the emotions behind your brand How to go about naming creating a great name for your company Additional resources:
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How Trust Builds High Functioning Teams, with Hunter Gatewood
07/13/2022
How Trust Builds High Functioning Teams, with Hunter Gatewood
Hunter Gatewood teaches individuals and teams how to build their dream team through tactical moves and healthy work relationships. His course “The Six Culture Builders for Team Leaders” is the shortest and most encouraging leadership program out there for people who lead from the middle of their organization. His experience includes work as a social worker and coaching change management and process improvement for 200+ work teams. What you’ll learn about in this episode: Hunter’s unique approach to coaching mid-level leaders in organizations to build strong and resilient teams Why trust is a vital component of any high functioning team The freedom that comes within a team to constructively disagree and push for better results when the team is operating in a high-trust environment What to look for to determine if your team lacks trust & how that relates to crabs in a bucket Specific how-tos that you can put in place with your team to start building trust now Additional resources:
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Marketing As A Catalyst For Growth, with Deepika Kumar
06/29/2022
Marketing As A Catalyst For Growth, with Deepika Kumar
Deepika is a marketing leader with over 20 years of experience in building global brands, driving revenue growth, and achieving business impact for technology companies. As the Chief Marketing Officer at CareJourney, she is responsible for the development and execution of the company’s marketing strategy, positioning, brand management, and demand generation programs. Prior to CareJourney, Deepika served in leadership positions at several well-known B2B companies, including Bloomberg Law (a Bloomberg, LP company), CEB (now Gartner), and Claraview (a division of Teradata) where she executed large-scale, global marketing programs for multiple SaaS products across the NA, EMEA, APAC, and LATAM markets. Deepika holds a Bachelor's degree in Political Science from Hindu College, Delhi University as well as Marketing certifications from the Cornell Johnson Graduate School of Management and the Thunderbird School of Global Management. She is a founding member of Chief D.C., the only private membership network focused on connecting and supporting women executive leaders. What you’ll learn about in this episode: The ways that marketing can serve as a catalyst to drive your organization forward How to evaluate the current state of your marketing efforts and determine the immediate next steps to take How to build trust and engagement with sales teams using data, results and conversations in order to ensure that you can drive results together Methods for developing a clear value proposition and communicating effectively with multiple complex audiences How Deepika’s approach changed during the pandemic, and what learning she’ll continue to utilize going forward What data Deepika leverages to determine the effectiveness of marketing efforts How to evaluate when to look for outsourced help for marketing efforts Additional resources:
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Curiosity, Continuous Learning & Embracing Constant Change, with Alison Tyrrell
06/22/2022
Curiosity, Continuous Learning & Embracing Constant Change, with Alison Tyrrell
Alison Tyrrell is the Head of Marketing at SilverCloud Health. She is a multi-award-winning marketer, with over 17 years of global marketing & communications experience. She has worked in multiple countries, with some of the world's largest brands. Alison has a keen interest in psychology, behavioral economics and anthropology and brings these learnings and insights to her work where possible. She is motivated and passionate about using marketing for positive impact and has spent the last 7 years within ESG and Healthtech. What you’ll learn about in this episode: How marketing in healthtech differs from other industries Methods for controlling complexity when marketing to numerous complex audiences Alison’s passion for understanding people and how they make decisions, and how that influences her decisions in marketing How Alison has harnessed an incredible curiosity and drive to ask questions to continuously learn new things and grow her expertise over the course of her career The importance of never giving up in marketing, but rather embracing pivots so that you can move in a different direction Why you should hire a goat to join your next Zoom meeting using Goat-2-Meeting The influence neuroscience, behavioral science, and anthropology can have on marketing How to ensure innovation is possible even if failing fast isn’t an option for your organization Additional resources:
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Building A Marketing Strategy, with Josh Dougherty
06/15/2022
Building A Marketing Strategy, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: The benefits of building a developing a marketing strategy How strategy differs from tactics How to build a marketing strategy that thrives in disruption The importance of data and research How to structure your marketing strategy How to identify the right tech stack to deliver on your strategy Additional resources:
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Avoiding Marketing Extinction Through Continuous Learning, with Josh Dougherty
05/25/2022
Avoiding Marketing Extinction Through Continuous Learning, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: What specific dinosaur fossils you can see at Bozeman’s Museum of the Rockies Why marketers are typically more at risk of a slow extinction vs. a sudden one (aka the meteorite that killed the dinosaurs) How this slow extinction can be be avoided by embracing continuous learning Why books, blogs & podcasts, a community of learning should all play a part in your learning mix How to turn your learning into action by implementing just 1 think for each resource you consume Additional resources: 5 Suggested Books To Read Right Now 5 Blogs To Start Reading If You Don’t Already (not exclusively marketing, also general business to get you to think broadly)
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Creating A Strong Visual Brand, with Phil Padilla
05/11/2022
Creating A Strong Visual Brand, with Phil Padilla
A Brave New’s Art Director Phil Padilla brings with him over 15 years of experience, including 12 years of freelancing for some of the top Seattle creative agencies including Touch Worldwide and Hey, Advertising. Through this he has partnered with brands like Starbucks, Microsoft, and Philips to build expert branding and product development. His work has been recognized twice by the M Award for custom product packaging. Phil is a content creator consistently recognized by partners as being a story-builder, embracing change with enthusiasm, owning major project deliverables from beginning to end, and achieving positive business results. What you’ll learn about in this episode: What makes our Art Director Phil Padilla tick and how he thinks about brand The key things Phil keeps in mind each and every time he embarks on a branding project Why McDonald’s and Nike have more in common than you think The importance of maintaining brand consistency across channels as you work on building your brand Why a little bit of fun is important and valuable for even the most serious brands Additional resources:
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Working With Stakeholders On Brand & Strategy Projects, with Josh Dougherty
04/27/2022
Working With Stakeholders On Brand & Strategy Projects, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: Why multiple viewpoints are essential in branding and strategy projects Why we fear giving (too many) stakeholders a voice How projects can be transformed by embracing stakeholder involvement Tools for: Building trust and engagement with stakeholders Facilitating health disagreement to create a better end product Incorporating stakeholder input without watering down the end product Working with other core team members to manage stakeholder involvement Maintaining momentum in your project Additional resources:
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The State of Content, with Josh Dougherty
04/13/2022
The State of Content, with Josh Dougherty
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, account-based marketing strategies. What you’ll learn about in this episode: Content trends - what everyone should be considering/thinking deeply about The ways we excite and energize people about our products and our services aren't going to change - even if the way we communicate does. Focusing on your audience is one of the most important principles or trends that we need to think about now more than ever. The quality of lead is more important than the quantity. Content variety is very important - it allows you to catch people at various points in their current mind state. Additional resources:
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Peripheral Thinking And Innovation, with Paul Daniels
03/30/2022
Peripheral Thinking And Innovation, with Paul Daniels
Paul Daniels is a keynote speaker and Founder & CEO of Peripheral Thinkers™ - a collaborative think-tank – where entrepreneurs, business owners, and corporate leaders learn, share, and apply lessons that propel their companies beyond obstacles and change the trajectory of industries worldwide. He is also the Chief Revenue Officer for Intelligent Contacts (a communications and payments SaaS company), Board Advisor for two start-ups, and author (book release May 2022). Paul was labeled stupid, slow, lazy, and a daydreamer as a child. Undeterred, Paul has successfully applied lessons from one experience to the next. From personal to professional. Industry to society. Battlefield to cornfield. His unique perspectives on challenging conventions and creating unlimited paths to success, regardless of market conditions, have influenced companies of all sizes, including GE, UnitedHealthcare, Atos, WebMD, and AT&T. Five decades removed from his childhood labels, Paul's achievements as an executive, entrepreneur, advisor, inventor, and speaker span two dozen industries, 27 countries, and more than $2.3 billion in new annual revenue. What you’ll learn about in this episode: Gain a basic understanding of peripheral thinking. Learn how peripheral thinking can drive innovation. Learn how removing your focus from the challenge you face to focus and learn about things on the periphery of that challenge can lead to breakthroughs. Discover what a baker in Bulgaria and JFK have to do with innovation. Uncover practical steps to take to start building an idea repository that you can leverage to solve difficult problems in unique ways. Learn how peripheral thinking can help you pivot quickly to react to an ever-changing business environment. Take away actionable steps to start exercising your peripheral thinking muscles. Additional Resources:
/episode/index/show/abravenew/id/22611812
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Branding Is Memory Curation, with Josh Dougherty
03/16/2022
Branding Is Memory Curation, with Josh Dougherty
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, account-based marketing strategies. A company is only as important as the memory it leaves in its customer’s minds. In this episode Josh will explore: Why branding is important Why entrepreneurs and founders should focus on branding The connection between branding and memory 3 Questions to ask as start working on your brand How great brands align teams to work more effectively, redefines how people think about a category or product, and free companies from price competition Additional Resources:
/episode/index/show/abravenew/id/22459316
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It’s Bittersweet: Polly is leaving ABN, with Josh Dougherty
03/02/2022
It’s Bittersweet: Polly is leaving ABN, with Josh Dougherty
Polly Yakovich is Co-founder and CMO at A Brave New, a Seattle digital marketing agency focused on helping businesses accelerate their growth through inbound marketing, branding, and web design. She specializes in working with clients to identify barriers to their growth and overcoming them with strategic content and marketing tactics. She has more than fifteen years of experience in digital marketing and branding. What you’ll learn about in this episode: How Josh and Polly built A Brave New and their lessons learned in that process Key challenges businesses face as they start out and begin to grow How to build a working relationship that can thrive under stress Why now is the time for Polly to leave A Brave New and what she’s doing next Josh’s vision for A Brave New going forward Additional Resources:
/episode/index/show/abravenew/id/22302680
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ABM is B2B Marketing 2.0, with Polly Yakovich
02/16/2022
ABM is B2B Marketing 2.0, with Polly Yakovich
Polly Yakovich is Co-founder and CMO at A Brave New, a Seattle digital marketing agency focused on helping businesses accelerate their growth through inbound marketing, branding, and web design. She specializes in working with clients to identify barriers to their growth and overcoming them with strategic content and marketing tactics. She has more than fifteen years of experience in digital marketing and branding. What you’ll learn about in this episode: Why ABM is becoming synonymous with B2B Marketing - the only method that is successful How ABM can bring you business transformation with an account-centric approach Why only 1% of leads generally become clients, a 99% fail rate Why you need to destroy the silos between marketing and sales and become one singularly focused organization How an account-centric approach changes acquisition, upsells, and client retention Additional Resources:
/episode/index/show/abravenew/id/22157450
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Design Thinking, with Hannah Berson
01/26/2022
Design Thinking, with Hannah Berson
Hannah is the founder and CEO of SALT Collaboratory, a consulting company that helps clients acquire Design Thinking skills to amplify focus, collaboration and creativity in their work. Prior to SALT Collaboratory, Hannah was a Principal at leading consulting firms including Point B in Seattle and Cap Gemini Ernst and Young (CGEY) in London. Hannah uses Design Thinking to help clients develop deeper insights into problem spaces and create more innovative solutions to their prioritized challenges. Her work helps teams become more engaged, aligned, productive, diverse and optimistic in their work. Hannah has a CFA, an MSc from the London School of Economics and a BA from the Hebrew University of Jerusalem. She is a LUMA Certified Instructor in Design Thinking. What you’ll learn about in this episode: How a career in management consulting led Hannah to a new way of problem solving through design thinking Why the innovation challenge for most organizations is bigger than any one person can solve Why most organizations need a more collaborative and innovative approach to developing and implementing solutions How design thinking is uniquely suited for organizations with complex challenges, but who can come up with the answers internally with the right help How open and curious teams can solve problems that seem unsolvable How teams that embrace design thinking can grow in their skills while they participate How a flexible design thinking approach can be applied to broad issues from strategy and planning, to building a smart rollout plan Additional resources: on LinkedIn - Online Whiteboard
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