Podcast
The Brand Forum
Hosted by Jeremy Bloom · EN
Marketecture’s Jeremy Bloom and co-host Josh Palau go deep on what matters to brands. Each week the Brand Forum brings in leading brand marketers to talk advertising, media, and marketing through an insider's lens.
The Brand Forum is proud to be sponsored by Comscore, the global leader in measuring and understanding consumer behaviors. Comscore is bringing their collective of Data Divas to the pod, where they will be ‘Dishing’ out unique insights and real-world snackable tips. To learn more about Comscore and the Data Divas – or even apply to be one yourself - check out https://comscore.com/datadivas
15episodes
Episodes
Newest firstAll episodes
From Lay’s to Activia: Linda Bethea on Building Iconic Consumer Brands
1w ago00:31:16Tap to summarizeLinda Bethea joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) on The Brand Forum to share lessons from leading some of the world’s biggest food and beverage brands, including Lay’s, Captain Morgan, Activia, and Danone North America. From brand positioning and storytelling to AI search, consumer behavior, and the myth of brand loyalty, Linda breaks down what it really takes to build memorable brands in today’s crowded landscape. She also shares personal stories from her career, insights on marketing leadership, and the meaningful work she does with Make-A-Wish Hudson Valley. Takeaways - Brand positioning starts with deeply understanding people and their behaviors. - Great storytelling creates emotional connections that consumers remember. - Brand loyalty is less important than mental and physical availability. - AI search is changing how brands are discovered online. - Strong creativity is essential to stand out in a crowded media landscape. - The best agency partners act as true extensions of the brand team. - Curiosity is one of the most important traits for marketers today. - Great ideas can come from anywhere, including family conversations. - Modern consumers live in a constant loop of discovery across platforms. - Marketing success comes from balancing art and science. Chapters 00:00 Introduction to Linda Bethea and her career across iconic brands 01:40 Why Lay’s remains Linda’s favorite brand experience 04:27 How consumer ideas can inspire real marketing campaigns 06:15 The fundamentals of successful brand positioning 09:00 Repositioning Activia from “regularity” to modern gut health 10:41 Why storytelling matters more than facts and figures 12:28 The biggest challenge marketers face today: attention 14:38 Linda’s controversial take on brand loyalty 17:00 Balancing art, science, and creative excellence in marketing 18:08 Building stronger partnerships with agencies and media teams 22:08 How AI search is transforming brand discovery 24:46 Linda’s work with Make-A-Wish Hudson Valley 27:44 How Linda found her path into marketing 30:35 Career advice for the next generation of marketers
Transcribe →
Fandom as Currency: The Passions and Purchasing Power of the WNBA
3w ago00:23:07Tap to summarizeAt Marketecture Live III in New York City, Caiti Donovan, Head of Growth Strategy, WNBA, joined Damian Garbaccio, Chief Commercial and Marketing Officer, Affinity Solutions, to break down how women’s sports fans are reshaping culture, commerce, and brand strategy. From first-party data to fan segmentation and the rise of purpose-driven fandom, this conversation dives into how the WNBA is building one of the most engaged audiences in sports and turning passion into measurable business impact. Takeaways Women’s sports fans go deep, not wide, creating stronger engagement and loyalty Fandom is measured across consumption spending and interaction NIL and athlete visibility are fueling massive audience growth The curious fan is now a key growth driver for the WNBA First-party data is becoming the most valuable asset in sports marketing Purpose-driven fandom directly influences purchasing behavior Female audiences and younger fans are rapidly entering the ecosystem Behavioral data is more powerful than demographics for targeting Brand partnerships succeed when aligned with fan values Women’s sports are proving to be a real and growing business opportunity Chapters 00:00 Opening and introduction to fandom as a currency 01:30 What makes women’s sports fans unique 03:30 How the WNBA measures fandom consumption, spend, and engagement 05:30 Key growth drivers behind the WNBA surge 08:00 The 3C fan segmentation: core, casual, curious 10:45 The rise and importance of the curious fan 13:40 Using first-party data to power brand partnerships 16:00 The Henry segment and behavioral targeting 18:30 How the WNBA compares to other leagues in data strategy 20:20 Turning fan data into real business outcomes
Transcribe →
Building a Retail Media Network with Heart Inside Ace Hardware
4w ago00:24:15Tap to summarizeMolly Hjelm, Corporate Vice President of Retail Media at Ace Hardware Corporation, joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to share how she built Red Vest Media from the ground up. She dives into the power of first-party data, the strength of Ace’s co op model, and how local personalization competes with massive retail media networks. From loyalty data to in-store experience, this conversation explores what it takes to scale while staying authentic. Takeaways Ace Hardware combines national scale with hyperlocal personalization Strong first-party data is the foundation of effective retail media Most sales still happen in-store, making physical experience critical Simplicity and seamless integration matter most to advertisers Listening to customers drives faster and better product development Retail media success depends on measurable and real-time results Co op structure can be a competitive advantage, not a limitation Chapters 00:01 Introduction to Molly Hjelm and Red Vest Media 00:31 Why Ace Hardware’s model stands out in retail 01:31 Molly’s background and building the network 02:30 The scale and reach of Ace Hardware 03:13 How local ownership creates authenticity 04:54 Staying human in a digital and automated world 06:48 Ace’s core value proposition 08:35 Growth of e-commerce and delivery partnerships 10:10 Challenges of building a retail media network 12:27 Launch strategy and leveraging partnerships 13:46 Standing out in a crowded retail media space 15:47 Advice for marketers building platforms 17:00 The importance of knowing your customer 19:01 Building for the next generation 21:25 Molly’s journey into retail data and marketing 23:35 Personal insights and closing thoughts
Transcribe →
GLP-1s, AI, and How to Reposition a Brand at Scale
Apr 2700:21:53Tap to summarizeAt Marketecture Live III in New York City, Harry Kargman, Founder and CEO of Kargo, sat down with Julie Rice, Chief Experience Officer at WeightWatchers, to explore how legacy brands can evolve in a rapidly changing world. From the rise of GLP-1 medications to the role of AI in personalization, Julie shares how WeightWatchers is blending behavioral science, community, and technology to drive real, lasting change. The conversation dives into experience design, brand loyalty, and the balance between data and human intuition in modern marketing. Takeaways Behavioral change is the missing link that makes GLP-1 medications effective long-term Community and human connection remain powerful drivers of retention Great products create loyalty, and marketing amplifies it AI should enhance personalization without replacing human experience Balancing data with intuition leads to better brand decisions Legacy brands win by evolving while honoring their core audience Chapters 00:00 Introduction to Marketecture Live 3 and speakers 01:05 Julie Rice’s background and building SoulCycle 01:54 Why she joined WeightWatchers and the reinvention opportunity 02:37 The role of GLP-1s and behavioral change 04:42 Designing experiences that drive retention and loyalty 06:41 Beyond medication: building sustainable habits 08:50 Creating confidence and long-term lifestyle change 11:05 Challenges of modernizing a legacy brand 13:36 Listening to customers vs relying only on data 14:10 Balancing intuition with analytics 20:01 AI, personalization, and human connection 24:19 Brand vs performance marketing balance 21:22 Final thoughts on the product first growth strategy
Transcribe →
Challenging Commodity Category Norms to Win Big
Apr 2000:21:35Tap to summarizeAt Marketecture Live III in New York City, Phyllis Rothschild, Chief Marketing Officer from Pete & Gerry’s Organics, joined Jenny Rooney, Chief Brand and Community Officer from ADWEEK, to unpack how a commodity product like eggs can be transformed into a premium, purpose-driven brand. From leveraging consumer trends in health, sustainability, and animal welfare to simplifying messaging and embracing transparency during industry crises, Phyllis shares how Pete & Gerry’s built trust, differentiation, and growth in a competitive category. Takeaways Premium categories grow faster when aligned with trends in health, sustainability, and transparency. Simple messaging beats overwhelming consumers with too many claims. Brand building happens across the full journey, not just at the shelf. Transparency during crises can build trust and massive brand awareness. Differentiation comes from storytelling, not just product features. Consumers switch often, so brands must continuously re-earn loyalty. Gen Z values proof points like certifications and traceability. Chapters 00:00 Intro & Egg Preferences 01:30 Brand Overview 02:20 Awareness Challenge 03:20 Consumer Trends 05:10 Rising Competition 06:55 Simple Messaging 08:20 Creative Campaign 10:45 Marketing Data 11:55 Crisis Response 13:40 Transparency Wins 15:20 Competition Landscape 17:05 Content Strategy 18:45 Gen Z Trust
Transcribe →
How Grupo Bimbo Is Reinventing Legacy Brands for the Modern Consumer
Apr 1500:34:38Tap to summarizeCatherine Pinkham Berger, VP of Marketing Transformation & Services at Grupo Bimbo, joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to break down what it takes to evolve iconic, household brands in a rapidly changing consumer landscape. From balancing data and storytelling to managing a massive portfolio across omnichannel environments, Catherine shares how modern marketers can drive relevance, loyalty, and growth. She also reflects on her journey from agency life to leading transformation at one of the world's largest food companies. Takeaways Brand positioning requires balancing timeless purpose with timely relevance Storytelling remains critical, even in a data-driven marketing world Shopper-first thinking is replacing the traditional marketing funnel Omnichannel is no longer optional; it is how consumers naturally behave Fragmentation across media and platforms is one of today’s biggest challenges Creative is the most important driver of effective marketing Nostalgia can be a powerful growth lever when paired with innovation Loyalty still exists when brands deliver real value and connection Chapters 00:00 Introduction to Catherine Pinkham Berger 01:29 Role at Grupo Bimbo and scale of the brand portfolio 04:18 Key elements of strong brand positioning 07:31 Balancing storytelling with data-driven marketing 09:15 Omnichannel strategy and evolving shopper behavior 12:03 Challenges data limitations and consumer fragmentation 16:25 Transition from Ferrara to Grupo Bimbo 17:09 Power of nostalgia in brand growth 23:25 Example of marketing that worked 27:05 The most important principle in marketing creative 28:46 Catherine’s career journey into marketing 31:23 Advice for early career marketers
Transcribe →
How the NFL Rebuilt Its Brand Through Player-First Marketing
Apr 1300:25:37Tap to summarizeAt Marketecture Live III in New York City, Tim Ellis, Chief Marketing Officer, NFL, and Brandon Marshall, NFL veteran and Founder of I Am Athlete, unpack how the league transformed its image during one of its most challenging eras. From rebuilding trust and embracing player stories to launching impactful programs like “My Cause My Cleats,” this conversation explores the power of authenticity, conviction, and culture-driven marketing in modern sports and beyond. Takeaways Put people at the center of your brand to build deeper emotional connections Authentic storytelling drives stronger engagement than polished messaging Conviction in marketing matters more than playing it safe Cultural relevance and transparency can rebuild trust Empowering individuals creates a scalable brand impact Great marketing starts with understanding the human behind the brand Chapters 00:15 Introduction to Marketecture Live and session overview 01:13 The NFL’s biggest marketing and leadership challenges 02:03 Rebuilding the league during controversy and uncertainty 02:52 The “helmets off” strategy and humanizing players 04:33 Transparency and trust during the pandemic and social movements 06:51 Balancing the NFL brand with 32 teams and individual players 08:11 Building player brands and deeper partnerships 10:09 The origin story of “My Cause My Cleats.” 12:39 The role of courage and conviction in marketing 13:58 Taking bold stands and embracing inclusivity 14:53 Why impact marketing matters today 16:13 Using big stages to create real cultural impact 17:02 Building trust, teams, and internal alignment 18:40 Navigating leadership and stakeholder pressure 20:26 Why conviction earns respect in leadership 21:46 The importance of understanding athletes beyond the surface 22:52 Why storytelling beats star power in modern marketing
Transcribe →
Creative Effectiveness Is No Longer a Fever Dream
Mar 3000:21:31Tap to summarizeAt Marketecture Live, Jeremy Bloom, CEO of Marketecture Media, joins Molson Coors Chief Marketing Officer Sofia Colucci to break down how to measure creative effectiveness that drives real business results. Learn the MUSCLE framework, plus Miller Lite and Blue Moon case studies. Takeaways Creative effectiveness should drive business outcomes, not just awards or buzz Molson Coors defines success as impact on sales and brand health, not just creative performance Over-reliance on testing can weaken creativity; teams were optimizing to “beat the test” instead of making great work Using creative judgment first, then validating with data, leads to stronger performance results The Miller Lite campaign tapped into declining social connection trends to drive relevance and emotional resonance Celebrity partnerships work best when aligned with insight and brand truth, not just fame Great ideas can come from unexpected places, even if initial testing is polarizing (Blue Moon example) Creative effectiveness requires multiple signals: consumer response, testing, social listening, and distributor feedback The most important skill for marketers today is continuous learning in a rapidly changing landscape The MUSCLE framework creates a shared language for evaluating creative: Magnetic (emotional impact) Unique (originality) Simple (easy to understand) Crafted (high-quality execution) Long-term (brand platform fit) Essence (true to the brand) Chapters 00:00 Introduction at Marketecture Live 01:20 What Creative Effectiveness Really Means 03:09 The Problem with Over-Testing Creative 05:00 The MUSCLE Framework Explained 07:04 Why Creative Judgment Beats Over-Reliance on Data 07:48 Miller Lite Case Study Miller Time 08:45 Insight: The Decline of Social Connection 10:10 Why Christopher Walken Worked 11:13 Campaign Example Miller Lite Ads 13:00 The Role of Consumer Insights 13:52 Signals That Define Creative Effectiveness 15:01 Blue Moon Case Study with Colin Jost 18:22 Opportunities in Modern Marketing 19:38 Final Advice from Sofia Colucci
Transcribe →
Mars’ Ron Amram on the Future of Retail Media, AI Search Shifts, and Creative That Wins
Dec 300:34:45Tap to summarizeRon Amram, Global Head of Media at Mars and former Heineken media leader, joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to unpack what brand building looks like heading into 2026. Ron explains how marketing has become more complex due to fragmentation and disconnected measurement, and why winning now requires starting from category and audience behavior rather than brand-first planning. Takeaways Agents are changing how people plan their vacations. People are increasingly relying on search engines for travel planning. AI tools like Gemini and ChatGPT are curating travel activities. The recommendation sources are shifting from traditional platforms to AI. Consumer behavior is being significantly affected by these changes. CPG companies will also feel the impact of these trends. Travel planning is becoming more personalized through AI. The role of traditional travel agencies is evolving. AI is blocking traditional behaviors in travel planning. Understanding these changes is crucial for businesses. Chapters 00:01 Welcome and Ron’s background 01:42 Biggest brand-building challenges now vs. 10–15 years ago 03:58 Portfolio strategy through category and audience lenses 06:29 Favorite brands and what makes them great 10:08 The overlooked power of audio signatures 12:17 How Ron brings partners into planning 15:03 Walled gardens, measurement, and budget reality 17:32 Future-shaping trends: retail media and AI 22:02 Start, bench, cut: channel, audience, creative 24:23 Practical AI uses for marketers today 26:42 Career path from biology to media leadership 29:02 Proof marketing works: American Idol sponsorship
Transcribe →
The Art of Commerce: How Ajinkya “Jinx” Joglekar Transformed Sling With Brand + Performance Marketing
Nov 1900:22:07Tap to summarizeIn this episode of the Brand Forum, Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus one) are joined by Ajinkya "Jinx" Joglekar, a seasoned marketer with experience at Sling, Dish, and Comcast. This conversation explores the intersection of brand marketing and performance, emphasizing the importance of understanding customer needs and the balance between creative and performance-driven strategies. Jinx shares insights on successful brand positioning, the significance of humor in campaigns, and the necessity of both creative and analytical approaches in marketing. The discussion also highlights brands that excel in their marketing efforts, particularly Airbnb, and concludes with Jinx's unique perspective on the art and science of marketing. Takeaways There is no difference between brand and performance marketing. Listening to customers is crucial for brand positioning. Humor can be an effective element in brand campaigns. Successful marketing requires a balance of creative and analytical strategies. Understanding customer needs leads to better brand messaging. Brands should evolve their messaging to resonate emotionally with consumers. Effective marketing campaigns can lead to significant subscriber growth. A strong team is vital in executing marketing strategies. Great advertising combines creative, media, and sales experience. Marketing is a blend of science and improvisation. Chapters 00:00 Introduction to the Brand Forum 01:10 Understanding Brand Marketing and Performance 03:14 The Importance of Customer Insights 06:04 Key Campaigns and Brand Positioning 09:27 The Marketing Hill to Die On 11:23 Brands That Inspire: A Look at Airbnb 17:19 The Intersection of Physics, Music, and Marketing
Transcribe →