The Brand Builder's Playbook

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 growthFrom 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/4qDgxKGRead about upcoming episode topics and guests here: https://bera.ai/podcast/

What do LEGO, Megan Thee Stallion, and a Ford Mustang have in common? They’re all proof that the right partnership can supercharge a brand.In the sixth episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, joined by guest co-host Lindsey Wehking, explore why not all partnerships deliver equal value…some enhance brand equity, while others can dilute it.This week’s guest is Kristen D’Arcy, Chief Marketing Officer and Head of Digital Growth at True Religion, who unpacks how collaborations and partnerships drive growth, cultural relevance, and long-term brand equity. From bold campaigns with Megan Thee Stallion to unexpected collabs with Ford, True Religion demonstrates how math, magic, and cultural insight come together to keep a brand not just alive, but thriving.Kristen shares the playbook behind building a culture of collaboration inside the marketing team, tapping into subcultures that matter, and designing partnerships that actually move the needle.Bottom line: when you know your customer and lean into culture, partnerships don’t just create moments, they create momentum.—Download this week’s worksheet: https://bit.ly/47oVdBaRead about upcoming episode topics and guests here: https://bera.ai/podcast/

This week on The Brand Builder’s Playbook, Jim, Ryan, and Cait dive into one of marketing’s toughest questions: how do you prove the ROI of a brand? In a world where every dollar spent needs justification, they explore how marketers can connect creative storytelling to measurable business growth.To help unpack it, they’re joined by Raja Rajamannar, Mastercard’s Chief Marketing & Communications Officer. Raja shares how Mastercard built one of the world’s most trusted brands by grounding its marketing in data, financial discipline, and purpose. He outlines his framework for measuring marketing ROI across three dimensions, brand strength, business growth, and sustainable competitive advantage, and shares practical lessons on earning credibility with CFOs and boards.“Purpose and profits are not mutually exclusive. If you pursue purpose methodically, thoughtfully, and innovatively, profits will follow.” — Raja Rajamannar--Download this week’s worksheet: http://bit.ly/3KX9ts4Read about upcoming episode topics and guests here: https://bera.ai/podcast/

How do you turn customer love into business growth? In the second episode of The Brand Builder’s Playbook, the team explores how emotional connection fuels measurable results, from loyalty and repeat purchase to long-term enterprise value.Jim, Ryan, and Lindsey dive into what it really means to build “Brand Love,” using BERA’s Love Curve to unpack how the most emotionally connected brands outperform competitors on pricing power, market share, and shareholder returns.They’re joined by Sofia Colucci, Chief Marketing Officer of Molson Coors, who shares how her team translates brand love into bookings, loyalty, and iconic creative ideas; from beer-flavored Pringles to New Balance koozies and even a dive-bar perfume.“Brand equity isn’t a soft metric. It’s a growth engine. The most loved brands deliver stronger loyalty, pricing power, and market performance.”---Download this week’s worksheet here: https://bit.ly/43eFfHiRead about upcoming episode topics and guests here: https://bera.ai/podcast/

The Brand Builder’s Playbook is here. Hosted by Jim Stengel and Ryan Barker, this 8-part series dives into how the world’s top marketers are building resilient, revenue-driving brands in an era of AI, shifting consumer expectations, and constant disruption. Featuring unfiltered conversations with senior marketing leaders and insights from experts at Wharton and Nonfiction Research. Episode One launches October 14.