Dave Kaufman is Senior Director of Global Marketing for MR, VR, and Metaverse at Meta’s Reality Labs, where he leads efforts for Meta Quest, Horizon Worlds, and Oculus Studios. His path includes stops at Google, Halo Neuroscience, and the U.S. Digital Service under President Obama. On this week’s On Brand, Dave joined me to talk immersive tech, branding in virtual worlds, and what’s next for the metaverse.



More on Dave ... Dave Kaufman is Senior Director, Global Marketing of MR, VR, and Metaverse at Meta within the Reality Labs division. He leads global marketing efforts for Meta Quest, Horizon Worlds, and Oculus Studios. Before joining Meta, Dave headed up marketing at Halo Neuroscience, led brand strategy at the United States Digital Service (founded by President Barack Obama), and worked in product marketing at Google. He’s earned recognition from Ad Age’s 40 Under 40 list and honors at Cannes Lions, Clio, and The One Show. A graduate from Cornell University, Dave is now based in San Francisco.

What brand has made Dave smile recently? Dave shared the recent, surprising smile the MLB brought to his face.

Connect with Dave on LinkedIn [https://www.linkedin.com/in/davidrkaufman/] and check out the article he wrote there, How to Work in Marketing (and not be full of ) [https://www.linkedin.com/pulse/how-work-marketing-full-dave-kaufman/?trackingId=BQIttdmySPyGsjYAAH10IQ%3D%3D]. You can also learn more about his work at Meta Reality Labs [https://tech.facebook.com/reality-labs/].

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Marketing the Metaverse at Meta

Mark Kingsley is the author of Universal Principles of Branding and the forthcoming Brands in the Age of AI. A Grammy-nominated designer turned brand strategist, he’s led work for Citi, Equinox, and Blue Note Records. Mark joined me on this week’s On Brand to talk about branding’s future—and how AI is changing the game.



Mark Kingsley began his career designing album packages for legends like John Coltrane, Pat Metheny, and Quincy Jones—work that earned him a Grammy nomination in 2001 for Blue Note Records—before transitioning into corporate branding, where he led major initiatives at Landor and Collins for clients such as Citi, Ogilvy, and Equinox. Through his studio, Malcontent, he serves a diverse mix of clients from indie filmmakers to Pulitzer Prize winners.

Mark teaches in the SVA Masters in Branding program, previously held the Melbert B. Cary Professorship at the Rochester Institute of Technology, and is currently Head of Brand for the fashion label Oumlil. His book Universal Principles of Branding became a bestseller in 2023, and his next, Brands in the Age of AI, is due out in December.



What brand has made Mark smile recently? Mark shared decades-old smiles from the record label ECM, a company whose recordings provide a classic example of creating space through design and sound.

Connect with Mark on LinkedIn [https://www.linkedin.com/in/markingsley/] and the Malcontent website [https://malcontent.com/].

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

How Album Design Shapes Brand Strategy

Cynthia Kane is the author of the new book The Pause Principle: How to Keep Your Cool in Tough Situations. A leading voice in intentional communication, Cynthia has helped over 70,000 people become less reactive and more kind, honest, and helpful in how they speak to themselves and others. Through her bestselling books, DailyOM course, and the Kane Intentional Communication Training Program, she’s transforming the way we talk—and listen. Cynthia joined me to share how we can all communicate with more intention on this week’s On Brand podcast.

Cynthia Kane helps people enhance their lives and relationships by teaching them how to become less reactive in difficult conversations and speak to themselves, others, and their environment in a kind, honest, and helpful way. She has taught over 70,000 people how to change the way they communicate through her books, including her latest, The Pause Principle: How to Keep Your Cool in Tough Situations, Bestselling DailyOM Course, and the Kane Intentional Communication Training Program. She is a certified meditation and mindfulness instructor, certified breathing coach, and the founder of the Kane Intentional Communication Institute, LLC.

What brand has made Cynthia smile recently? Cynthia shared how the colors of Pratima Skincare’s products [https://www.pratimaskincare.com/] make her smile frequently.

Connect with Cynthia on LinkedIn [https://www.linkedin.com/in/cykane/] and her website [https://cynthiakane.com/].

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Mastering the Pause in Everyday Conversations

Anson Sowby is CEO and co-founder of Battery, a global creative company that mixes Hollywood storytelling with brand strategy and Silicon Valley speed. With offices around the world and clients like the Anaheim Ducks, Land O’Lakes, and Warner Bros Games, Battery has been named Ad Age Agency of the Year three times. Anson joined me to share how they built this bold, modern agency on this week’s On Brand podcast.

Anson Sowby is the CEO and co-founder of Battery, a global creative company who developed a unique working model that’s part Hollywood storytelling mixed with classic brand principles done the Silicon Valley way. The company has been celebrated as a three-time Ad Age Agency of the Year with offices in Los Angeles, Chicago, Toronto and Shanghai, and works with forward-thinking clients like the Anaheim Ducks, Land O’Lakes, Royal Bank of Canada, and Warner Bros Games.

What brand has made Anson smile recently? Anson shared a fun smile from the brand Trust & Will, which is in the business of ... well, exactly what you'd think! Listen to learn where Anson's unexpected smile came from.

Connect with Anson on LinkedIn [https://www.linkedin.com/in/ansonsowby/] and learn more on the Battery website [https://www.batteryagency.com/].

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

The Hollywood Blueprint for Brand Storytelling

Chris Cardetti is Chief Strategy Officer at BarkleyOKRP, where he’s spent the past decade shaping strategy into a creative force behind brand revivals for Planet Fitness, Motel 6, AMC Theatres, and more. Known for his journalistic curiosity and idea-first mindset, Chris and his team lead deep consumer research, upstream consulting, and thought leadership—earning top industry honors along the way. We dug into his approach this week on the On Brand podcast.



About Chris Cardetti

Chris Cardetti is the Chief Strategy Officer at BarkleyOKRP, where he’s spent the past decade building the strategy, intelligence, and communications planning disciplines to be the art and science behind the agency’s model for building whole brands. His recent experience includes a series of brand and business revitalization efforts for Planet Fitness, Motel 6, AMC Theatres, Smoothie King, and Big Brothers Big Sisters of America. Over the course of his career, Chris has zeroed in on a recipe for strategy that mixes journalistic insights with a “no handoffs” idea-centric mentality. This has helped lead to Effies, Lions, Reggies, Shorty’s, and Clio’s awards. His strategy team is also responsible for upstream consulting, in-depth qualitative and quantitative research, and BarkleyOKRP's thought leadership practice, designed to understand the modern consumer deeper than anyone else.



What brand has made Chris smile recently? He gave us two! The first came from Phillips' great customer service after he dropped his Sonicare toothbrush! The second came from BarkleyOKRP’s client — the Kansas City Chiefs.

Connect with Chris on LinkedIn and learn more on the Barkley website.

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Revitalizing Legacy Brands with Modern Strategy

Kathy Klotz-Guest is Founder of Keeping It Human—a consultancy helping teams at Google, Amazon, and Wells Fargo ditch rigid thinking and spark bold breakthroughs with humor and improv. With 20 years in global tech and 25 years on comedy stages, Kathy brings laughs and innovation to business. We explored it all this week on the On Brand podcast.



About Kathy Klotz-Guest

Kathy Klotz-Guest, MA, MBA, is Founder of Keeping it Human (keepingithuman.com [http://keepingithuman.com/]). She combines 20 years marketing and innovation leadership in Global Tech with 25 years of storytelling on improv and comedy stages. When companies and leaders at places including Google, Amazon, or Wells Fargo want to bust rigid thinking, fear, perceived limits and experience bold creative breakthroughs while laughing, they call Kathy. A top selling Amazon author ("Stop Boring Me") and comedian, Kathy is a professional speaker and expert in improv and humor in business and life. And you can still catch her on comedy stages.



From the Show

What brand has made Kathy smile recently? Kathy pointed us to the engaging and humorous social media accounts from Lake Michigan, Lake Superior, and the other Great Lakes. “They had these lake roast battles that were great!” She also shouted out Liquid Death's "Kegs for Pregs" ad, which reinforced the brand's “Hell yeah, this is who we are persona.”

Connect with Kathy on LinkedIn [https://www.linkedin.com/in/kathyklotzguest/] and check out the Keeping it Human website [http://keepingithuman.com/].



As We Wrap …

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

“Yes And” Thinking for Bold Brands

Dan Salkey is Founder & Strategy Partner at Small World—a creative consultancy redefining industry norms with entertainment-first marketing. By curating bespoke teams from 200+ top talents in entertainment, art, and tech, Small World delivers unforgettable brand experiences. We discussed all of this and more this week on the On Brand podcast.



About Dan Salkey

Dan Salkey, ex-Adidas, is the Founder and Strategy Partner of Small World, an innovative creative consultancy that’s redefining the industry standard. Dan specializes in entertainment-first marketing and the creative tactics necessary to build an entertainment-first brand. At its core, Small World is pioneering a new creative model. By assembling bespoke teams from a curated roster of 200+ top-tier unstandard talent across entertainment, art, and technology, the company creates marketing experiences that feel as intrinsic and memorable as the products themselves.



From the Show

What brand has made Dan smile recently? Dan tweaked my question by providing a household brand (Oatley “an enlightened zagger” and their new campaign), a startup brand (another oat-themed company, Oat Cult!), and a personal brand (the artist Jon Bellion) that have made him smile.



Connect with Dan on LinkedIn [https://www.linkedin.com/in/dan-salkey/] and check out the Small World website [https://meetsmallworld.com/].



As We Wrap …

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Why Brands Need to Be Entertaining (or Be Ignored)

Dana Hork, Founder & CEO of Beers With Friends, joins me to share how her agile creative agency helps challenger brands solve big problems in just five days. A brand leader, entrepreneur, and storyteller, Dana has held roles at Wonder, Walmart, Jet.com, PepsiCo, and JPMorgan—and has been featured in TIME, Forbes, and Ad Age. We discussed all of this and more this week on the show.



About Dana Hork

Dana Hork is the Founder & CEO of Beers With Friends, an agile creative agency that helps challenger brands solve high-stakes problems in just five days. A brand leader, entrepreneur, and storyteller, Dana partners with CMOs and marketing leaders to deliver impactful brand solutions quickly and without the bureaucracy of traditional agencies. She has held leadership roles at Wonder, Walmart, Jet.com, PepsiCo, and JPMorgan. Dana holds an MBA from Harvard, an MPA from Columbia, and a BA from the University of Pennsylvania. A frequent speaker and podcast guest, she has been featured in TIME, Forbes, and Ad Age.



From the Show

What brand has made Dana smile recently? Dana shared a recent brand collaboration that made her smile.

Connect with Dana on LinkedIn [https://www.linkedin.com/in/danahork/] and check out the Beers With Friends website [https://www.bwfagency.com/].



As We Wrap …

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
 * Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Where Beer Runs Meet Brand Strategy

Jill Cress, Chief Marketing and Experience Officer at H&R Block, is a visionary marketer with 30+ years of experience in financial services, media, and tech. She’s led brand transformations at PayPal, National Geographic, and MasterCard and now focuses on modernizing H&R Block, enhancing customer experience, and driving growth. Recognized as one of the world’s top CMOs, Jill excels at connecting brands with consumers in meaningful ways.



About Jill Cress

Jill Cress is an innovative marketer and strategist who pushes boundaries as the Chief Marketing and Experience Officer for H&R Block. She leads a dynamic team invested in transforming customer experience, modernizing and infusing its brand into highly relevant channels, and amplifying strategic marketing and communications efforts to deliver growth.



For more than 30 years, Cress has honed her skills as a strategic and passionate consumer, B2B marketer, and experience strategist with deep expertise in financial services, media and technology. She has held leadership roles across marketing, general management, product and enterprise strategy at leading Fortune 500 Companies.



Prior to H&R Block, Cress served as vice president of brand marketing for PayPal, where she also had responsibility for all Venmo marketing. She was also the chief marketing and communications officer at National Geographic Partners and served for more than 20 years at MasterCard Worldwide. There, she held executive leadership roles in strategy and marketing and served as country general manager for the United Kingdom and Ireland.



Cress serves on the boards of the Ad Council and the Wealth Enhancement Group, an independent wealth management firm overseeing more than $96 billion in client assets. She has been recognized for numerous accolades, including Adweek’s inaugural Marketing Vanguard list, New York Women in Communications’ Matrix Award Honoree, Business Insider’s 25 Most Innovative CMOs, Forbes’ World’s 50 Most Influential CMOs, the CMO Next List, and the Entrepreneurial CMO 50.



Cress holds a bachelor’s degree from the Kelley School of Business at Indiana University. She is a self-described “explorer at heart” who loves experiencing new places and brands that connect with consumers in exciting ways. A resident of New York, Cress enjoys spending free time exploring the city and travelling the world with her husband, Todd, and daughter Beatrix.



From the Show

What brand has made Jill smile recently? Jill shared a recent “morning after the Oscars” smile from McDonald's, when the fast food brand shared what winners like Kieran Culkin might order after their big night.

Connect with Jill on LinkedIn [https://www.linkedin.com/in/jill-cress-9958ab10/] and check out the H&R Block website [https://www.hrblock.com/].



As We Wrap …

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and 

H&R Block on Reinventing Relevance for Gen Z

Chris Peterson, Co-Founder of Lifemind, is a marketing pioneer with over 30 years of experience shaping the digital landscape. Author of Red & Blue Customers, Chris has built and sold two innovative agencies, earning recognition from The Wall Street Journal and working with both Fortune 500 brands and fast-growth startups. In this episode of On Brand, we discuss his insights on the evolving digital landscape and how brands can better connect with customers in an increasingly divided world.



About Chris Peterson

Chris Peterson is the Co-Founder of Lifemind, an AI-agent platform designed for national, local, and regional marketers. With over 30 years as a marketing pioneer and entrepreneur, Chris has founded two digital marketing agencies, working with fast-growing startups and Fortune 500 companies. In the 1990s, he launched one of the first digital direct marketing agencies, earning recognition from The Wall Street Journal. Publicis Groupe later acquired the agency. Chris later established an early content marketing agency before the term became mainstream, which was then acquired by Rain, a direct-to-consumer advertising agency. He's also the author of the book Red & Blue Customers.



From the Show

What brand has made Chris smile recently? Chris shared the smiles that he gets from his beloved New Balance sneakers, which he's delighted to see are back in style!

Connect with Chris on LinkedIn [https://www.linkedin.com/in/chrispetersonsf/] and check out the Lifemind website, including the special offer for listeners at lifemind.ai/onbrand [https://www.lifemind.ai/onbrand].



As We Wrap …

 * Listen and subscribe at  Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], Amazon/Audible [https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784&], Google Play [https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a], Stitcher [https://www.stitcher.com/show/on-brand-with-nick-westergaard], TuneIn [https://tunein.com/radio/On-Brand-p967623/], iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], and RSS [https://www.branddrivendigital.com/feed/podcast/].
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 * Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
 * On Brand is a part of the Marketing Podcast Network [https://marketingpodcasts.net/].

Until next week, I’ll see you on the Internet!



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How to Connect with Red and Blue Customers

The On Brand podcast helps you tell stronger stories and build better brands. Each week host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, HBO, Mastercard, Maker’s Mark, the Minnesota Vikings, Salesforce, and Whole Foods. For show notes and more, please visit http://onbrandpodcast.com.

On Brand with Nick Westergaard