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.

Building Member Trust and Engagement, with Annie Furlong 03/18/2026

Building Member Trust and Engagement, with Annie Furlong 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, and leading teams. She is the proud parent of two little girls, an avid downhill and cross-country skier, and a lover of all things that living in Colorado has to offer. Annie received her bachelor’s degree from Colby College, where she studied neurobiology and business, and has a master’s in Organizational Leadership with a concentration in Strategic Innovation and Change from the University of Denver. What you’ll learn about in this episode: How branding works in B2B2C healthcare marketing, including Annie’s framework for building brand trust through consistency, reputation, and real customer experiences. How to market to employees inside a B2B company, and why understanding both the employer buyer and the employee end-user is critical to driving adoption. How to maintain brand consistency across multiple channels, and why B2B2C brands should adapt their messaging for different employee populations, including strategies for reaching office workers, frontline teams, and distributed workforces. How Annie approaches consumer and growth marketing within a healthcare benefits platform, and the shifts that Carrum Health is making in specialty care access. What it takes to stand out in the crowded B2B2C healthcare marketing landscape, and why empathy and meeting people where they are in their healthy journey matters. How unconventional channels like direct mail, QR codes, billboards, and benefits fairs can cut through the noise when marketing healthcare solutions to employees. How to balance performance marketing with long-term brand building when your goal is both immediate action and lasting trust. Why rebuilding trust in healthcare marketing is essential today, and how brands can acknowledge the broken system while positioning a better path forward. Additional resources: /episode/index/show/abravenew/id/40221390

When To Pursue A Brand Refresh, with Adam Taylor 03/11/2026

Branding In A Regulated Space, with Jen Bruursema 03/04/2026

Branding In A Regulated Space, with Jen Bruursema 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 by Ginkgo Bioworks), and Clear Labs. Across genomics, infectious disease, prenatal screening, and oncology, her focus has remained consistent: translating breakthrough diagnostics into tools that actually reach the patients and providers who need them. Jen is certified in AI and data-driven marketing and actively applies generative AI to scale marketing operations. She's based in San Francisco. What you’ll learn about in this episode: Why branding in diagnostics is about keeping a promise and earning trust with every interaction. The importance of meeting people where they are in their journey with their health. How to differentiate in a regulated healthcare industry and why education, transparency, and medical-legal alignment are your strongest marketing assets. How to position innovation without triggering resistance and why DELFI frames its AI-powered First Look Lung test as an on-ramp to CT screening, not a disruption to existing standards of care. What it takes to stand out in a crowded diagnostic space by diving into focus, clinical evidence, and meaningful differentiation. The delicate balance between clinical credibility and the deeply emotional reality of cancer detection where fear and stigma are real. Why partnerships with health systems shapes everything from messaging hierarchy to channel strategy. How AI will transform marketing workflows by enabling smaller teams to scale content while protecting brand voice and regulatory guardrails. Additional resources: /episode/index/show/abravenew/id/40221375

How To Build a Brand When Trust is the Product, With Erica Klinger 02/25/2026

How To Build a Brand When Trust is the Product, With Erica Klinger 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 Brand Value Task Force, National Digital Roundtable and Global Biosimilars Week on the board of the DC Tech & Venture Coalition. Her experience as a digital pioneer has earned her speaking appearances and podcasts including Voices of Advocacy podcast, Advocacy Desk podcast, ASAE conferences, AMPLIFY 2023 and the first-ever Google Nonprofit Summit in DC. What you’ll learn about in this episode: Erica’s definition of branding and why your brand is the sum of experiences, perceptions, and trust. Practical trends for brand and marketing experts including how AI will shape brand and product innovation, and why social media and search results are becoming the new face of your brand. How the future of healthcare membership marketing lies in agile, AI-powered personalization that meets members in real time, removes friction, and builds lasting trust and loyalty through meaningful, surprise and delight engagement. How to build and protect trust in a healthcare environment by positioning your organization as an unbiased, evidence-based perspective. Why marketing leaders in membership organizations need to act as organizational orchestrators aligning education, policy, membership, and corporate partners around one unified mission. Why trust is the core product in membership based organizations, and how retention becomes the growth strategy. How community building differs from selling a static product, and why brand work is a living, breathing tool that happens every day. Additional resources: /episode/index/show/abravenew/id/40142305

Edelman Trust Barometer, With Josh Dougherty 02/18/2026

Securing Your IT - Why It Matters For Healthcare Brands, with Kevin Gemeroy 02/11/2026

Securing Your IT - Why It Matters For Healthcare Brands, with Kevin Gemeroy 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 work, Kevin is an avid golfer, perennial Little League coach, budding education and policy advocate, husband to a wonderful wife, and father of two twice-exceptional boys. What you’ll learn about in this episode: How IT directly impacts your brand and reputation How Kevin defines branding: Branding isn’t a logo or tagline, it’s what people think and feel about your business when they're not actively interacting with you. It’s the impressions that stick, the emotions they remember, and the moments that shape how your company is perceived long after the interaction ends. How healthcare organizations can protect PHI and stay HIPAA compliant: Kevin explains how managed IT providers support healthcare teams by starting with a comprehensive IT and compliance audit, identifying HIPAA HITECH, and other regulatory gaps, and building a roadmap that aligns security tools, employee training, budgeting, and long-term IT planning. The connection between technology, people strategy, and productivity: Discover how the right tech stack enables happier employees, lower labor costs, and stronger company culture. How to build an entrepreneurial business without outside capital: Kevin shares his journey of founding Dynamic Computing, reinvesting profits, prioritizing cash flow disciplines, and maintaining sustainable growth by focusing on quality over rapid scale. Why quality-driven growth matters: Learn how focusing on strong client relationships, recurring revenue, and employee retention creates a healthy, self-reinforcing business cycle. The real risks of underinvesting in IT security: Hear a firsthand example of how a security breach led to financial loss and legal consequences, and why proactive security is essential for trust and risk mitigation. How to plan IT budgets, capital expenses, and tech refresh cycles: Get practical advice on separating operating expenses from capital investments, avoiding surprise costs, and proactively managing tech debt. Additional resources: /episode/index/show/abravenew/id/40023675

PointClickCare Rebrand, with Saige Carpenter 02/04/2026

Building a Cancer Center Brand / CMCA, with Meredith Rae Vehar 01/28/2026

Building a Cancer Center Brand / CMCA, with Meredith Rae Vehar 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 degree from the University of Utah in 2018, along with a master’s certificate in health communication. Since 2021, she has served on the steering committee of the Cancer Marketing and Communications Association (CMCA). In 2024, she and her team were honored to host the annual conference in Salt Lake City. She currently serves as Vice Chair of CMCA and will lead the organization as Chair in Spring 2026. Outside of work, Meredith loves running, hiking mountain trails, and traveling with her two teenagers. What you’ll learn about in this episode: Branding as a “meaning-system”, not a logo: Gain insights into Meredith’s definition of brand as a promise and value system where every employee from valet to clinician embodies the mission, reinforcing consistency and trust across touchpoints. Why access to care is a core brand promise in modern healthcare: Understand how programs like Huntsman at Home and affiliate hospital networks expand access across rural and underserved communities, and why access is increasingly central to healthcare brand trust and loyalty. How Huntsman Cancer Institute positions itself as the only NCI-designated cancer center in the Mountain West region, while building a national brand through brand, innovation, and patient experience. How personal storytelling drives trust in cancer marketing: Learn why Huntsman prioritizes patient stories, caregiver voices, and community narratives to humanize complex science and build emotional connection, especially in high-stakes healthcare decisions. The strategy behind Huntsman’s “Speak Up for Cancer Research” campaign, which activates patient and influencers to advocate for cancer research funding – blending advocacy, brand, and impact. The role of innovation (AI, robotic surgery, proton therapy) in cancer brand strategy: Discover how Huntsman integrates AI-powered imaging, robotic surgery, and proton therapy into both clinical care and communications to reinforce credibility, innovation, and national standards of excellence. How Huntsman manages 320+ active clinical trials, collaborates nationally for rare diseases, and navigates the communications complexity of educating patients while maintaining credibility and clarity. Additional resources: /episode/index/show/abravenew/id/39828330

The Intersection of Brand & ABM, with Brianna Miller 01/21/2026

The Intersection of Brand & ABM, with Brianna Miller Brianna Miller is a digital marketing leader with over 15 years of experience building data-informed strategies that connect marketing efforts to real business growth. She currently serves as the Director of Demand Generation at Cohere Health where she develops multi-channel demand generation campaigns and account-based marketing strategies. Beyond her professional roles, Brianna is dedicated to advancing the industry and mentoring its next generation of leaders. She serves as an Adjunct Professor at the University of Missouri-St. Louis, teaching Marketing Strategy and inspiring future marketers. Her commitment to innovation extends to advisory and editorial contributions; she is a 3Sixty Insights Global Executive Advisory Council member, a regular contributor to Martech.org, and an active participant on several boards, including the UMSL College of Business Marketing Advisory Board and the MarTech Conference programming committee. Brianna has had the privilege of sharing actionable insights at 20 industry events and has been featured on numerous popular marketing podcasts, where she connects with audiences on topics ranging from ABM trends to practical AI applications. As a speaker, she is known for making complex concepts approachable and providing audiences with strategies they can put into practice immediately. What you’ll learn about in this episode: Balancing technology with a human touch: How healthcare brands maintain empathy, educate audiences, and create meaningful customer experiences while leveraging AI. Storytelling as a differentiator in healthtech: Why compelling narratives and creative thought processes help AI-focused brands stand out in a crowded healthcare technology market. How the importance of building trust and transparency with customers is essential in the age of AI. How to build an effective brand and ensure marketing and sales consistently reflect it. The importance of seamless collaboration between marketing and sales teams, emphasizing shared goals, open communication, and consistent meetings to align on campaigns. Account-based marketing (ABM) strategies for healthcare technology: How to engage accounts effectively throughout complex buying cycles. Personalization in ABM campaigns: When to use one-to-one, one-to-some, or one-to-many approaches to maximize engagement. Key considerations for tools that support targeting, personalization, and long term cycle measurement. Additional resources: /episode/index/show/abravenew/id/39478670

How Brand Helps Healthtech Startups Fundraise, Sell, & Scale, with Adam Taylor 01/14/2026

Kicking off 2026, with Josh Dougherty 01/07/2026

Building The Children’s Minnesota Brand, with Hillery Smith Shay 08/15/2025

Building The Children’s Minnesota Brand, with Hillery Smith Shay Hillery Smith Shay, MBA is chief marketing and experience officer, senior vice president of communications at Children’s Minnesota. Hillery Shay joined Children’s Minnesota in 2021, as VP of marketing and communications and is now chief marketing and experience officer, senior vice president of communications. She provides strategic direction for organizational marketing and communications. She is also responsible for defining and building an organization-wide experience strategy. Ms. Shay brings nearly 25 years of leadership experience in health care and mass communication, with a proven track record of success leading national and global public health campaigns and marketing initiatives. Prior to her role at Children’s Minnesota, Shay served in leadership roles at Abbott Labs leading professional education, marketing, communications and scientific congress strategy. She also served as a journalist and team leader for more than 10 years at the Associated Press and the Baltimore Sun, including as a photojournalist covering two sitting U.S. presidents as well as the Pentagon on 9/11. Ms. Shay earned a Bachelor of Arts degree from Haverford College in Pennsylvania and a master’s degree in business administration from Bethel University in Minnesota. She is an active member of Zeta Phi Beta Sorority, inc. What you’ll learn about in this episode: How Children's Minnesota faced and overcame a significant branding challenge after shortening their name, leading to market confusion with other similarly named experts in their market. How adding "The Kid Experts" to the Children's Minnesota brand was implemented to create clear differentiation and clarify their identity in the market. The step’s that Children’s Minnesota took to safeguard their brand identity. How the repositioning strategy resulted in measurable improvements in brand perception, evidenced by a significant increase in their NRC Health image and reputation score over a three-year period. The crucial role of consistent implementation of the "The Kid Experts" branding across all touchpoints, including physical hospital and clinic spaces, for reinforcing the new brand identity. How the "Raise Them Up" campaign emerged from community trauma and served as a powerful example of a brand connecting with its audience through hope and advocacy for children. How Children's Minnesota demonstrated a commitment to inclusive branding by intentionally reaching diverse communities in their service area through translated materials and tailored outreach efforts. About the tangible results of the "Raise Them Up" campaign in engaging diverse communities, including increased clinic visits requiring translation and higher conversion rates for targeted advertising. About the importance of a long-term perspective in brand building, showcasing the multi-year effort to reposition and strengthen the Children's Minnesota brand. Additional resources: /episode/index/show/abravenew/id/37824165

How to Nail Your Health Tech Brand Positioning, with Brad Steinbacher 07/09/2025

The State of Health Tech Venture Capital, with Tamar Rudnick 05/21/2025

The State of Health Tech Venture Capital, with Tamar Rudnick Tamar Rudnick is a healthcare executive who has spent 10+ years in leadership roles across early-stage, public company, and PE-backed businesses. She is currently an Operating Partner at Define Ventures, one of the largest early-stage digital health VCs with ~$800M under management and $22B in exited value. At Define Ventures, Tamar leads strategic growth initiatives. Based in Silicon Valley, Define invests in early-stage companies from Seed stage to Series B, and has backed and built some of the category-leading companies such as Livongo, HIMS, and Evolent. Define differentiates itself by providing unparalleled expertise in go-to-market and commercialization. Tamar leads this work—developing relationships with a coalition of industry-leading Payers, Health Systems, and Life Sciences companies. To date, Define has delivered customer contracts for over 50% of their portfolio companies. Prior to Define Ventures, Tamar was the SVP of Growth at apree health, where she was responsible for leading Sales, Enablement, Marketing, and Customer teams across Employer and Health Plan segments. apree health is a leader in tech-enabled primary care delivery for commercial organizations, including Fortune 500 Employers and National Health Plans with Elevance as a key strategic partner. apree health was formed as a combination of Castlight Health and Vera Whole Health. At apree, Tamar led the commercial team, delivering 30% revenue growth for the combined business while integrating two commercial organizations and developing the combined go-to- market strategy. What you’ll learn about in this episode: The current state of the health tech venture capital space Trends within the health tech space, including Regulatory trends and shifts that are both positively and negatively impacting the startup space Generative AI’s ability and potential to drive efficiency and reduce operational costs GLP-1s and how they are driving the consumerization of healthcare Where AI is having an impact in the healthcare space and how to discern the signal from the noise The key findings from Define Ventures' recent study of the health tech space, including a deep dive into funding trends and exits The importance of go-to-market and brand strategies in the startup environment Additional resources: /episode/index/show/abravenew/id/36645205

Brand Architecture Basics with Josh Dougherty 05/01/2025

Branding Fundamentals, Part 2 with Josh Dougherty 04/16/2025

HubSpot for Healthcare & Sensitive Data, with Hank Lander 04/02/2025

HubSpot for Healthcare & Sensitive Data, with Hank Lander Product Management and innovation enthusiast, Hank Lander, currently serves as a Group Product Manager at HubSpot, focusing on Customer Data Protections. Hank's expertise lies in launching new products and building product pipelines. Prior to his current role, he was the Director of Product at ZoomInfo and worked at multiple early-stage startups. Hank holds an MBA in Entrepreneurship from MIT Sloan School of Management and a BS in Computer Science from Georgia Institute of Technology. In this episode Josh and Hank have a conversation about HubSpot’s Sensitive Data Management functionality and how it enables healthcare organizations to store and leverage protected health information (PHI) in marketing while staying compliant with HIPAA (the Health Insurance Portability and Accountability Act). You’ll want to listen whether you want to understand the functionality from a high level or if you’re interested in the nuts and bolts of how it works. Josh and Hank cover both. What you’ll learn about in this episode: How HubSpot’s Sensitive Data Functionality works How it enables healthcare companies to leverage new marketing functionality while protecting PHI How it enables healthcare organizations to securely store and handle PHI How this data can then be leveraged to personalize marketing to whole new levels How sensitive data like PHI is segregated from the rest of the database How access control is managed What audit trail capabilities exist within the functionality What encryption methods are leveraged What resources HubSpot and its partners offer to help healthcare companies implement the functionality What new product rollouts are upcoming for the Sensitive Data Management product Legal Disclaimer: None of the information shared in this episode should be construed as legal advice or counsel. Josh and Hank are not legal experts and any claims made regarding PHI or HIPAA are purely opinion and should be verified by legal counsel. Additional resources: /episode/index/show/abravenew/id/35950265

Insights from the 2025 Edelman Trust Barometer for healthcare brands 03/21/2025

Insights from the 2025 Edelman Trust Barometer for healthcare brands Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold & memorable healthcare brands. They have specific expertise in healthcare technology, employee health & wellness programs, and hospitals & providers. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market. What you’ll learn about in this episode: In this episode we take a deep dive into the 2025 Edelman Trust Barometer. Specifically, Josh spends time: Highlighting some of the most salient insights from the Trust Barometer, so that you’re equipped with a solid understanding of what’s happening in the market (I’ll argue even in the B2B market) including: Trust is a minority position Lies are the assumed default for ⅔ of the population Hostile activism is more and more acceptable Optimism deficit & zero sum games are the norm Suspicions of AI are on the rise Businesses remain most trusted entities, except among respondents with high grievance Identifying some of the unique challenges that flow out of the crisis of grievance for healthcare companies (especially in the areas of healthcare tech, employee health & wellness, and hospitals and healthcare providers where we primarily work), including: Trust can no longer be assumed Healthcare providers have significant work to do to build trust with patients We must do work to ensure that healthtech driven by AI clearly articulates its values and the guardrails that exist An authentic brand is a must, not just a flashy marketing game If they can show up with authenticity, healthcare brands have an opportunity to build trust Discussing actions healthcare brands can take to build trust with customers, buyers, and patients in the midst of this environment, including: Showcase and champion shared values with your customers and with patients Create opportunities for optimism backed by real data Act boldly on behalf of patients…and show your work Look for opportunities to work together with others Focus on authenticity in your brand above all else Additional resources: /episode/index/show/abravenew/id/35782170

Unpacking the Intelerad Rebrand, with Jordan Bazinsky 11/06/2024

Unpacking the Intelerad Rebrand, with Jordan Bazinsky Intelerad recently completed a rebrand in May 2024. In this episode Josh and Jordan spend time unpacking the reasons Intelerad decided to pursue a rebrand, the process they followed to get there, as well as the outcomes in terms of brand essence and strategy, visual identity, and market impact. Here’s a little more about Jordan. As CEO of Intelerad, Jordan Bazinsky is committed to improving global human health through advanced imaging technologies. He is entrusted with ensuring that Intelerad’s vision aligns with their clients, and ultimately patients, in supporting their unique healthcare journeys. Jordan has spent over two decades applying technology and design thinking to drive positive change in healthcare– expanding access, improving outcomes, and lowering costs. He most recently served as Executive Vice President at Cotiviti, delivering billions of dollars in measurable value for some of the largest stakeholders in the healthcare community. He has proven leadership experience in understanding the market, developing growth strategies, and scaling transformational healthcare companies, including: Cotiviti, Verscend, Verisk Health, and The Advisory Board. Jordan earned an MBA from Harvard University and a bachelor’s degree from Duke University, where he previously served on the Board of Trustees. What you’ll learn about in this episode: Who Intelerad is and what they are trying to accomplish in the advanced imaging technology space Why Intelerad decided to pursue a rebrand The reasons why Jordan believes branding should be viewed as a ROI generating activity by companies The concepts and ideas that inform Intelerad’s new brand essence The impact that the brand has had with customers and patients so far The ways that that essence informed the new visual identity of the brand Jordan and Intelerad’s vision for the next five years Additional resources: /episode/index/show/abravenew/id/33811142

Branding Fundamentals Part 1, with Josh Dougherty 09/18/2024

Strategic Software Selection, with Rachael Radford 06/05/2024

Eight mistakes to avoid when rolling out your brand, with Josh Dougherty 05/22/2024

Building Big Bold Brands, with Karley Cunningham 04/24/2024

Pipeline Marketing, with Matt Heinz 04/10/2024

Pipeline Marketing, with Matt Heinz Matt is President and Founder of Heinz Marketing with more than 25 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation and many others create predictable, repeatable sales & marketing engines to fuel growth. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers and Top 50 Keynote Speakers. Matt and his wife Beth live in a 105-year-old historic farmhouse they renovated in Kirkland, Washington and share with their three children, two dogs, two cats, and several chickens. What you’ll learn about in this episode: How Matt and his team at Heinz Marketing help B2b companies with long and complex sales cycles drive revenue through pipeline marketing. Why Matt believes it’s important to teach internal teams rather than take on the work as an outside partner. About the intersection between pipeline marketing and your brand. We also discuss how brands should influence and impact pipeline marketing. About the importance of focusing on both short term results and long-term brand equity. The value of relationships and human to human selling in all B2B marketing and sales. Why go-to-market motions are getting more lengthy and complex every day. How a go-to-market playbook can help you stay organized AND pivot when agility is needed. The relationship between corporate strategy and effective pipeline marketing. How to evaluate and integrate artificial intelligence into your strategy. Additional resources: /episode/index/show/abravenew/id/30734513

Discussing Marketing Trends, with Kirsten Cutshall 03/28/2024

Designing Brand Identity, with Rob Meyerson 01/17/2024

Designing Brand Identity, with Rob Meyerson Rob 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: /episode/index/show/abravenew/id/29449148

A Strategic Approach To Tech, with Jon Christensen 12/06/2023

Public Relations Fundamentals, with Elizabeth Sutherland 11/29/2023

Building a Hypergrowth B2B SaaS Brand, with Rabah Rahil 09/27/2023

Overcoming The Imposter, with Kris Kelso 09/13/2023

A Brave New Podcast

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