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)

Super Bowl LVI Marketing Roundtable Discussion

Super Bowl LVI Marketing Roundtable Discussion

It's The CMO Podcast's third annual Super Bowl roundtable discussion where we break down the enormous amount of creativity, planning and thought that went into the branding moments consumers viewed du...

16 Feb 202242min

Russell Barnett (My/Mochi) | Your Reputation Precedes You

Russell Barnett (My/Mochi) | Your Reputation Precedes You

Russell Barnett is the Managing Director and Chief Marketing Officer of My/Mochi Ice Cream—you know, that delicious little ball of ice cream enrobed with Japanese mochi dough. My/Mochi has been making...

9 Feb 202251min

Morgan Flatley (McDonald's) | Risks Equal Rewards

Morgan Flatley (McDonald's) | Risks Equal Rewards

Morgan Flatley is the Global Chief Marketing Officer for McDonald’s, which is a brand that needs no introduction. McDonald’s is, of course, a fixture in culture—and has been a marketing trailblazer fo...

2 Feb 202250min

Courtney Harwood (Everside Health) | Let Your Customer Tell Your Brand's Story

Courtney Harwood (Everside Health) | Let Your Customer Tell Your Brand's Story

Courtney Harwood is the Chief Marketing Officer of Denver based Everside Health, one of the largest–and most innovative–direct primary-care providers in the US, with 350 healthcare centers in 34 state...

26 Jan 202258min

Don McGuire (Qualcomm) | Marketing Objectives Must Align With Business Objectives

Don McGuire (Qualcomm) | Marketing Objectives Must Align With Business Objectives

Don McGuire is the SVP and CMO for Qualcomm, the world’s largest wireless technology innovator. Chances are if you use a camera on your phone, use wireless headphones, play video games, make a phone c...

19 Jan 202243min

Guy Kawasaki (Canva) | The Democratization of Everything

Guy Kawasaki (Canva) | The Democratization of Everything

Guy Kawasaki is the Chief Evangelist at Canva, the easy-to-use graphic design platform that prides itself on giving its users the tools and knowledge to make graphic design as simple as possible. Guy ...

12 Jan 202245min

Lara Hood Balazs (Intuit) | Disciplined & Purpose Driven

Lara Hood Balazs (Intuit) | Disciplined & Purpose Driven

Lara Hood Balazs is the EVP, General Manager, and Chief Marketing Officer of Intuit, the $9.6 billion in revenue financial software firm. Intuit's products include the tax preparation application Turb...

5 Jan 202253min

Than Hartsock (John Deere) | R&D and Marketing

Than Hartsock (John Deere) | R&D and Marketing

Than Hartsock is the Director of Corn & Soybean Production Systems at John Deere. Not only is John Deere an iconic 184-year old company with nearly $40 billion in revenue, but it's also a world leader...

29 Des 202146min

Populært innen Business og økonomi

stopp-verden
dine-penger-pengeradet
lydartikler-fra-aftenposten
e24-podden
rss-penger-polser-og-politikk
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
rss-markedspuls-2
lederpodden
pengesnakk
rss-pa-konto
liberal-halvtime
rss-fa-makro
rss-investering-gjort-enkelt
boligbobla