The brndBrief Podcast

Most B2B sales cycles push for speed, but Rachel Montague closes deals that sometimes won't happen for three years. As CMO of the oldest Black-owned food service company in the U.S., she runs marketing strategies that couldn't be more different: throwing survey parties for college students while building multi-year relationships with university presidents. This episode reveals why her longest sales cycles produce her best clients, and how treating marketing like medicine changed everything.Key Takeaways:Rachel started marketing with zero experience by unlocking competitor files, redesigning proposals like magazines, and teaching herself from Harvard's curriculum after her father said she had "nothing to offer."She solves the angry-respondent problem by throwing parties where students take surveys for prizes, then uses AI to analyze patterns in the feedback and posts "you asked, we listened" signs for every change implemented.Her B2B strategy requires starting relationship-building two to three years before a contract expires, positioning as a friend rather than a vendor so clients already know her reputation when RFPs come out.She studies con artists and scammers to understand psychological patterns in persuasion, goes undercover at her own locations and competitors' businesses, and pays students to be "spies" who report problems directly to her cell phone.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest InformationGourmetservicesinc.com

In this episode of The brndBrief Podcast, guest Kevin Kinghorn, Executive Vice President and Chief Marketing Officer of Portland Trail Blazers, discusses how small-market sports teams navigate budget constraints while building identity-driven fandom. He tackles the the shift from broad awareness campaigns to targeted, values-based marketing that puts the brand in the hands of fans through their "pass the mic" strategy. The conversation explores why website traffic and other vanity metrics stopped being useful indicators of fan engagement, and how retail data revealed surprising gaps between actual buyers and aspirational brand positioning. Key points include:📌 Small-market sports teams face constant budget constraints because costs concentrate in athletic operations rather than scalable infrastructure, requiring focused decisions about where to spend marketing resources based on specific fan segments rather than broad awareness campaigns.📌 Fan-led marketing works better than traditional influencer partnerships when you prioritize "people of influence" who have authentic audiences in specific communities, then let them tell the story rather than paying them to promote the brand.📌 Website traffic and passive social metrics can be misleading vanity numbers that don't connect to business impact or accurate audience targeting, making it necessary to combine syndicated research data with first-party behavioral data to measure what actually drives purchase and fandom.📌 Regional sports networks shifting to direct-to-consumer models creates opportunities to gather detailed viewing data by device and user, enabling sports organizations to tie watch behavior to other fan activities without relying on traditional measurement companies like Nielsen or Comscore.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationhttps://www.nba.com/blazers/ https://www.instagram.com/trailblazers https://www.tiktok.com/@trailblazers?lang=enhttps://www.youtube.com/user/portlandtrailblazers https://x.com/trailblazers

In this episode of The brndBrief Podcast, newest guest Gabrielle Richards, Brand Director at Trafilea/Shapermint, a tech e-commerce group that has built an ecosystem of empowering brands including Shapermint, Truekind, and The Spa Dr., discuss how Shapermint transformed the shapewear industry by shifting the conversation from shame to body confidence while growing to 12 million customers. The conversation covers Trafilea's proprietary AI tools for creative development and the challenge of maintaining authentic storytelling at scale. Key points include:📌 Brand guidelines become critical when teams are distributed globally - they reduce review time and ensure consistency across all customer touchpoints when properly implemented and shared across departments.📌 Proprietary AI tools can scale creative production while maintaining brand voice by training systems on established guidelines and continuously auditing output against brand standards rather than using generic solutions.📌 Shapermint changed shapewear perception by positioning products as comfortable daily essentials rather than special occasion items, using real women as models without photo retouching to show authentic results.📌 Track quarterly brand sentiment surveys, aided/unaided awareness, and weekly revenue metrics from non-paid channels including influencer partnerships, affiliate programs, and branded keyword performance to prove brand investment value.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationwww.trafilea.com@shapermint

In this episode of The brndBrief Podcast, newest guest Salwa Petersen, CEO and Founder of Chéribé Beauty, a clean salon-grade haircare brand focused on textured hair. Salwa shares her journey from Chad to Harvard, where traditional beauty wisdom from her homeland inspired her to create an innovative haircare line featuring the proprietary Chébé Complex™. Their conversation explores Target's recent DEI initiative changes and the importance of maintaining authentic connections with core customers during retail expansion.Key points include:📌 Chéribé Beauty prioritizes scientific rigor by being the first textured haircare brand in mass retail to systematically conduct clinical testing on tightly textured hair types, addressing a significant gap in the industry where these textures were historically excluded from testing.📌 The brand successfully transitioned from prestige to mass retail through Target, chosen for its premium positioning and ability to reach their core African American customer base, with Peterson noting they earned their placement through standard evaluation rather than DEI programs.📌 During recent shifts in Target's DEI initiatives, the retailer's team demonstrated strong support by proactively reaching out to maintain communication and gather feedback from brand partners like Chéribé Beauty.📌Salwa emphasizes maintaining authenticity while scaling by staying true to the brand's African roots and primary focus on textured hair, while also acknowledging their products' effectiveness has naturally attracted customers with other hair types.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationhttps://cheribe.com/ https://www.instagram.com/salwapetersen/

In the second season of The brndBrief Podcast, host Kelli Kelley discusses LinkedIn marketing strategies for B2B companies in 2025. The discussion challenges outdated approaches to thought leadership, revealing that 82% of companies are still using playbooks from 2022 — providing actionable insights on evidence-based storytelling, hyper-personalized content creation, and employee influencer engagement.Key points include:📌 Modern thought leadership requires evidence-based storytelling backed by real case studies and data, with one featured SaaS company seeing a 37% jump in engagement after shifting from generic tips to detailed migration stories and challenges.📌 Successful B2B brands are creating "insight ecosystems" through collaborative thought leadership, bringing together multiple industry voices for digital roundtables and community-driven content rather than relying on singular expert perspectives.📌 Companies should monitor "digital breadcrumbs" on LinkedIn - including detailed comment patterns, content clustering, and resharing behaviors - to identify buying signals and create hyper-personalized micro content based on prospect behavior.📌 Employee influencer programs are evolving from structured advocacy to "organic expertise amplification," where organizations focus on empowering team members to share authentic experiences and problem-solving journeys rather than enforcing mandatory participation.🚨 Be sure to grab your LinkedIn Content Ideas Swipe File here >> DOWNLOAD <<------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationwww.brndmethod.com@brndMethod

In this episode of The brndBrief Podcast, we chat with guest Denise Reese, Founder of Grace The Collection — a brand offering a unique array of accessible luxuries for the individual who navigates the realities of life with elegance and grace. Denise talks about the behind-the-scenes of her journey to founding the brand, highlighting her strategic approach since day one. Key points include:📌 Strategic Approach: With a background in sales and a clear vision, Denise meticulously planned every aspect of her business, from product selection to branding, ensuring a thoughtful and strategic approach.📌 Overcoming Challenges: Denise recounts a significant setback in her early days that nearly derailed her business before it even started, which forced her to reassess her business strategy and ultimately led her to discover new partnerships.📌 Commitment to Women Empowerment: From product design to partnerships, Grace the Collection embodies a commitment to empowering women in business. 📌 Strategic Growth: Denise reveals that the brand will introduce new products, such as room and linen spritzes while pursuing opportunities for retail expansion and increased brand recognition.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationhttps://gracethecollection.com/ @gracethecollection@neiceyreese

This episode of The brndBrief Podcast features guest Nick Love, Product Manager at ONErpm, a leading digital music distribution company. In this conversation, Nick discusses the challenges and opportunities of blending data-driven decision-making with artistic intuition, including the dynamics between artists and labels.Key points include:📌 Role at OneRPM: Nick shares his transition from street marketing to digital product management at OneRPM, focusing on urban music marketing.📌 Balancing Data and Artistry: The importance of using data-driven insights to inform decision-making while respecting the unique creative vision of artists.📌 Navigating Digital Transformation: Nick provides perspectives on how technology and digital platforms have reshaped distribution channels and audience engagement strategies.📌 Dynamics Between Artists and Labels: The changing relationship between artists and labels, particularly in the context of 360 deals and the impact of digital platforms on revenue streams, emphasizing the importance of transparency and alignment.📌 AI on Music Marketing: Nick discusses the potential role of AI in streamlining tasks such as graphic design and writing pitches, offering both efficiency gains and potential challenges for professionals in the music business.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Information@onerpm@nickloveatlhttps://onerpm.com/

This episode of The brndBrief Podcast features Rochelle Porter, Founder and Creative Director of Rochelle Porter Design – an eclectic lifestyle brand known for its bold colors, patterns, and sustainable practices, inspired by a fusion of Caribbean, Scandinavian, and West African influences. Rochelle talks about the dynamic creative process behind her vibrant designs, the evolution of her brand, and the pivotal role of sustainability in her business model.Key takeaways:📌 Sustainability and ethical manufacturing have been integral to the brand's identity from the outset, with initiatives like sourcing organic materials and partnering with local manufacturing programs.📌 Leveraging press coverage has been a cornerstone of the brand's marketing strategy, fostering strong relationships with publications and journalists and positioning the brand as a go-to source for vibrant, eco-conscious designs.📌 Rochelle discusses leveraging AI for content creation efficiency and explores future tech trends like virtual reality tours for visual products and fit technology to reduce fabric waste and enhance online shopping experiences.📌 Future Expansion: Rochelle hints at upcoming product line expansions, collaborations with retailers, and the introduction of new products like wall art.------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationhttps://rochelleporter.com/@roporterdesign