The Brand Builder's Playbook // Getting Brand Buy In & Activating the Playbook // With David Aaker and Marcus Collins
The CMO Podcast5 Des 2025

The Brand Builder's Playbook // Getting Brand Buy In & Activating the Playbook // With David Aaker and Marcus Collins

From tennis rackets to Beyoncé, Microsoft to Apple…brand legends David Aaker and Marcus Collins have seen it all, and they’re here to close out our series with a masterclass on brand-led leadership.

In the final episode of this season of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker reflect on the journey through our previous seven episodes before welcoming two of the biggest voices in marketing: David Aaker, often called the “Father of Modern Branding,” and Marcus Collins, award-winning marketer, author, and cultural expert. Together they dig into what it takes to get true buy-in for brand inside organizations, the traps of short-termism, and why culture, conviction, and clear differentiation are the ultimate energizers for growth

From the evolution of brand equity to the five B’s framework, from the lessons of Steve Jobs to the rise of cultural resonance, this finale ties the whole playbook together, offering both inspiration and practical tools for brand builders at every level.

Closing thought: great brands don’t just sell, they lead. And the smartest leaders put brand at the center of every decision.th David Aaker and Marcus Collins

If you’ve enjoyed this series, please share it with your team, your friends, or anyone passionate about building brands. Join in the conversation below…tell us what you’ve learned and what you’d love to hear in Season 2!

Download this week’s worksheet: https://bit.ly/4qDgxKG

Read about upcoming episode topics and guests here: https://bera.ai/podcast/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episoder(418)

Andy Rebhun (El Pollo Loco) | Do Fewer Things Better

Andy Rebhun (El Pollo Loco) | Do Fewer Things Better

Andy Rebhun is the Chief Marketing Officer of El Pollo Loco. El Pollo Loco traces its origin to Mexico in the 1970s. Famous for their citrus-marinated fire-grilled chicken, El Pollo Loco is now a near...

11 Jan 202352min

Max Steinman (DoSomething.org) | Always Have Your Consumer in the Room

Max Steinman (DoSomething.org) | Always Have Your Consumer in the Room

Max Steinman is the VP of Marketing & Communications for DoSomething.org, the largest organization devoted to young people and positive social change. It was founded in 1993 by Michael Sanchez and And...

4 Jan 202343min

Mike Evans (Fixer) | Define Success for Yourself

Mike Evans (Fixer) | Define Success for Yourself

Mike Evans founded GrubHub in his spare bedroom and turned it into a multi-billion-dollar online food delivery company. He left the company shortly after it successfully went public in 2014. Currently...

28 Des 202248min

Lara Richardson (Hallmark Media) | Taking Off the Creative Handcuffs

Lara Richardson (Hallmark Media) | Taking Off the Creative Handcuffs

Lara Richardson is the Chief Marketing Officer of Hallmark Media, which includes the Hallmark Channel, Hallmark Movies and Mysteries, and Hallmark Drama, as well as a streaming service, Hallmark Movie...

21 Des 202254min

Office Hours: Filling the Creatvity Gap | Mark Singer (Deloitte Digital)

Office Hours: Filling the Creatvity Gap | Mark Singer (Deloitte Digital)

As creative skills begin to decline in the C-Suite, Deloitte Digital looked to answer a specific question: Can you create breakthrough innovation without creative leaders to guide the way?In this Offi...

19 Des 202238min

Andre Gray (Annex88) | Brands Must Understand Their Role in Culture

Andre Gray (Annex88) | Brands Must Understand Their Role in Culture

Andre Gray is the Chief Creative Officer at Annex 88, which is part of the France-based Havas Group – one of the world’s largest communications companies. Annex88 believes that brands thrive only when...

14 Des 202248min

Doug Zarkin (Pearle Vision) | Think Small to Win Big

Doug Zarkin (Pearle Vision) | Think Small to Win Big

Doug Zarkin is the VP and Chief Marketing Officer at Pearle Vision, the $600 million global optical franchise. In 1961, Dr. Stanley Pearle opened his first store in Savannah, Georgia, and in 2004, Lux...

7 Des 202254min

Amy Jaick (Columbia Business School) | Marketing to Next Generation of Business Leaders

Amy Jaick (Columbia Business School) | Marketing to Next Generation of Business Leaders

Amy Jaick is the Chief Marketing & Communications Officer at Columbia Business School (CBS). The school was established in 1916 and offers MBA, PhD, MS and Exec Ed programs today. Amy works across fun...

30 Nov 202251min

Populært innen Business og økonomi

stopp-verden
dine-penger-pengeradet
lydartikler-fra-aftenposten
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
pengepodden-2
finansredaksjonen
tid-er-penger-en-podcast-med-peter-warren
livet-pa-veien-med-jan-erik-larssen
utbytte
morgenkaffen-med-finansavisen
lederpodden
rss-markedspuls-2
pengesnakk
rss-pa-konto
rss-fa-makro
liberal-halvtime
boligbobla
rss-investering-gjort-enkelt