Branding is losing its personality. In the race for digital efficiency, the world has succumbed to “blanding”—clean, neutral, and entirely safe design built for algorithms instead of people. Mark Nichols, Creative Director and Co-Owner of WMH&I, joins the show to challenge this rise of system-friendly simplicity. He shares why the brands that truly matter must push against global scalability, embrace their unique quirks, and design for humans—even if that means not being for everyone. What You’ll Learn in This Episode - Why brands are paying millions of pounds to strip away the exact quirks that drive human connection The strategic power of distinctiveness and why only fifteen percent of brand assets are actually memorable - How a sector agnostic approach allows creatives to cross pollinate ideas from fashion into electric vehicles - The shift from designing for machine efficiency to using live data sets and creative code for living brandscapes - Why Nike should have doubled down instead of backing out when a bold running campaign polarized audiences Episode Chapters (00:00) Intro (01:08) The Rise of Blanding (03:34) The Value of Distinctiveness (04:48) Sensory Storytelling with Red Breast Whiskey (07:31) The Case for Being Sector Agnostic (12:04) Overcoming Client Fear of Polarization (16:30) Idea Driven Branding vs Style Points (19:42) Embracing Irreverence and Creative Code About Mark Nichols Mark Nichols is the Creative Director and Co-Owner of WMH&I, a sector-agnostic creative agency specializing in bold rebrands that push against global scalability and machine efficiency. Trained as a multi-disciplined designer, Mark began his career at WMH&I as a graduate, refined his craft at leading agencies like Taxi Studio and Jack Renwick, and ultimately returned home to lead the agency’s creative output. His exceptional, award-winning work for global giants and boutique brands alike has earned recognition from the New York Festivals, Art Directors Club, Pentawards, and Brand Impact. Beyond the agency, Mark is a dedicated champion of design education, lecturing internationally at institutions ranging from his alma mater, the Norwich University of the Arts, to IDEP Barcelona and the University of Delaware. What Brand Has Made Mark Smile Recently? Mark smiled recently at the daring and irreverence of brands that lean entirely into their distinct personalities. He highlighted Liquid Death’s punk-media approach to the water category, alongside Nike’s willingness to reflect the gritty reality of their consumers—such as their London campaign noting that running in the city is awful, but loved. Mark prefers brands that choose a clear voice and stand their ground rather than homogenizing their message for safe, forgettable neutrality. Resources & Links Connect with Mark on LinkedIn [https://www.linkedin.com/in/mark-nichols-29791a72/].

Learn more about WMH&I [https://wmh-i.com/]. Listen & Support the Show Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].

Rate and review on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and

Designing for Humans Instead of the Machine

What if the secret to a high-performing team isn’t found in a pep talk or a personality test but in the cold, hard data of behavioral science? Today we are joined by Dr. Ron Friedman, an award-winning psychologist and author of the new book Superteams. We dive into the science-backed strategies that transform a group of individuals into a cohesive powerhouse, challenging the myths of traditional management along the way. What You’ll Learn in This Episode Why confusing collaboration with constant togetherness is driving your team toward burnout - The specific calendar strategies super teams use to play offense and protect deep work time - How to implement a simple rule for meeting guidelines that ensures you only meet when a decision is required - The shocking data behind why most feedback fails to improve performance and how to pivot to a future-focused approach - Why the reasons your team chooses to work on vacation matter more than the act of working itself Episode Chapters (00:00) Intro (00:39) Welcome Ron Friedman (01:09) The Hidden Costs of Constant Communication (02:21) How Super Teams Were Studied and Defined (03:40) Calendar Offense and Focus Amplification (05:19) Creating Better Team Meeting Guidelines (08:09) Establishing Specific Modes of Communication (10:21) The Truth About Remote and Hybrid Teams (13:07) Creative Lessons From ABBA and Broadway (15:48) The Sunday Night Litmus Test (19:19) Why Most Feedback Fails and How to Fix It (24:27) Modeling Culture and Vacation Realities (27:02) A Brand That Makes Ron Smile (28:13) Where to Learn More and Show Wrap Up About Ron Friedman Dr. Ron Friedman is an award-winning psychologist and the founder of Ignite80, a learning and development company that teaches leaders science-based strategies for building high-performing teams. His extensive research into human behavior and organizational success has been featured on major platforms, including NPR, Bloomberg, The New York Times, and Harvard Business Review. He is the author of The Best Place to Work, Decoding Greatness, and his latest book, SuperTeams: The Science and Secrets of High-Performing Teams, which delivers a data-driven playbook on how the world's most effective teams manage their time, energy, and attention. What Brand Has Made Ron Smile Recently? Ron shared his enthusiasm for Hyperice, a high-performance wellness and recovery brand specializing in advanced massage and compression technology. After experiencing their vibrating rollers at his gym, he tried their innovative, inflatable compression pants designed to relieve leg tension and muscle soreness. As a fitness enthusiast, Ron is now an evangelist for the brand because the product completely eliminates post-workout soreness, making him ready to perform again the very next day. Resources & Links

 * Connect with Ron on LinkedIn [https://www.linkedin.com/in/ronfriedmanphd/].
 * Check out his new book Superteams [https://www.amazon.com/Superteams-Science-Secrets-High-Performing-Teams/dp/198218633X].
 * Learn more about Ron Friedman’s research and access free tools on his website [http://superteamsmasterclass.com].

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and

The Science (and Secrets) of Building Super Teams

Building a brand that lasts requires a bundle of promises, an uncompromising dedication to craft, and a healthy dose of grit. Monica Nassif, the force behind Mrs. Meyer’s Clean Day, didn’t just disrupt a tired $30 billion category—she bottled a legacy. From raising capital to fueling creative muscle, she knows exactly what it takes to turn an authentic story into a market-shifting powerhouse. What You’ll Learn in This Episode - How training your eyes to notice beauty helps you identify distracting retail clutter and build an uncompromising premium brand - Why a former Target speechwriter decided to intentionally knock off her own high-end business with a thrifty Midwestern alternative - How capturing real words and designing a detailed stylist guide can create a consistent domestic mentor persona for a real-life mother - What two belly-flop startups taught a product geek about the dangers of running two businesses at once without a dedicated sales structure - Why stepping away from digital focus groups and walking the aisles of a competitive landscape provides the ultimate customer insight Episode Chapters (00:00) Intro (02:42) Balancing Startup Grit with Premium Detail (04:26) Turning a Real Person Into a Beloved Household Brand (05:56) Creating a Brand Bible Around a Legacy Persona (12:47) Learning from Startup Flops and Learning to Sell (15:37) The Framework of Why You Should Start a Business (19:56) The Retail Rat Approach to Market Research (26:13) A Brand That Makes Monica Smile About Monica Nassif Monica Nassif is an author, founder, entrepreneur, and motivational speaker who revolutionized the consumer household product market by launching the premium cleaning lines Caldrea and Mrs. Meyer’s Clean Day. After beginning her career in marketing communications at Target Corporation as a speechwriter, editor, and publicist, she founded Kilter Incorporated, a Minneapolis-based agency serving major retail companies. Nassif’s fearless approach to business has led her through four startups, resulting in major market-shifting successes and instructive flops alike. Since selling her company to SC Johnson in 2008, she continues to inspire founders with her insights on perseverance, retail savvy, and craftsmanship, which she shares in her book, I Bottled My Mother. What Brand Has Made Monica Smile Recently? A recent collaborative launch by Swatch and a high-end partner brought a smile to Monica’s face. As a self-described product and branding geek, she loved seeing two old Swiss heritage names join forces to release a bold, colorful pocket watch format. For an entrepreneur who appreciates nostalgic craftsmanship, tracking the enduring success of mechanical watchmakers in a digital world served as a delightful reminder that consumers are always hungry for quality and tactile details. Resources & Links

 * Connect with Monica on LinkedIn [https://www.linkedin.com/in/monica-nassif-686876335/]
 * Check out her website [https://www.monicanassif.com/].

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on

The Story Behind Mrs. Meyer's Clean Day

How does a brand move from being a commodity to being a community? Scott Woodward joins the show to discuss why kindness is no longer a "soft" marketing line but a high-leverage strategic advantage that drives everything from customer acquisition to 76% higher employee engagement.



What You’ll Learn in This Episode

- The secret history of Ray-Ban's cultural dominance through product integration

- Why 61% of consumers refuse to buy from brands they consider unkind

- Lessons from the genesis of Lady Gaga’s Born This Way Foundation

- The data behind how internal kindness boosts team creativity by 60%

- How to transition from managing legacy icons to building an impact-driven consultancy



Episode Chapters

(00:00) Intro

(00:37) The Core Story of Heritage Icons

(03:19) The Secret History of Ray-Ban and Product Placement

(08:23) Evolution of Brand Partnerships and Integration

(11:24) Pivoting from Corporate Powerhouses to Entrepreneurship

(14:27) Connecting the Dots Between Kindness and Strategy

(18:26) Why Kindness is a High-Leverage Strategic Advantage

(23:22) Kindness as a Core Strength for Leaders

(27:10) Brand Smile: Burberry’s Digital Heritage



About Scott Woodward

Scott Woodward is an award-winning brand architect and the founder of SEW Branded. His career began in the in-house marketing trenches of global powerhouses, including Ray-Ban, Calvin Klein, and The Coca-Cola Company, where he helped shape some of the world’s most recognizable identities. A pioneer in the “kindness space,” Scott has collaborated with Lady Gaga’s Born This Way Foundation and One Direction to launch massive social impact campaigns that challenge bullying and promote empowerment. In addition to his consultancy work, he serves as an advisor to startups and is an adjunct faculty member at the Parsons School of Design, where he teaches the next generation about the intersection of strategic design, humanized marketing, and brand management.



What Brand Has Made Scott Smile Recently?

Scott is smiling at the heritage brand Burberry for their recent campaign featuring actor Tom Blythe. He appreciates how they are celebrating their iconic trench coat through a 360-degree digital approach that feels savvy in the modern fashion landscape. Scott notes that while the NFL’s recent work with Tim Ellis and Dhar Mann shows that kindness makes teams unstoppable, Burberry’s ability to modernize a classic British icon is what has caught his eye lately.



Resources & Links

 * Connect with Scott on LinkedI [https://www.linkedin.com/in/scott-woodward-3bb1998a/]n.
 * Check out Scott’s personal website [https://www.scottwoodward.com/] and the SEW Branded [https://sewbranded.com/] site.

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and

Kindness as a Competitive Edge

Personal branding isn't about the perfect headshot or a polished LinkedIn bio anymore. In an AI-saturated world, the leaders who stand out are the ones brave enough to lead with intuition rather than just data. Elizabeth Rosenberg is helping the C-suite find their unfiltered voice and reclaim their spiritual health before they hit a wall. What You’ll Learn in This Episode How to harness intuitive intelligence as a human skill that AI cannot replicate Why the future of the C-suite may include a Chief Spiritual Officer to drive purpose and impact The three essential human skills needed to thrive in an AI-driven world Why personal branding requires a human story rather than an AI-generated script The connection between spiritual health and overcoming executive burnout Episode Chapters (00:00) Intro (01:18) Gaming the LinkedIn Algorithm (03:36) Defining Intuitive Intelligence (05:41) Critical Thinking and Emotional Intelligence (08:08) The Role of the Chief Spiritual Officer (10:42) Addressing Burnout Through Spiritual Health (13:47) Building a Healthy Relationship with AI (21:22) Recovering Your Childhood Brand (24:15) A Brand That Makes You Smile About Elizabeth Rosenberg Elizabeth Rosenberg is a serial entrepreneur and the founder of The Good Advice Company, a marketing and communications consultancy that provides unfiltered guidance to C-suite leaders on personal branding and PR strategy. With over 25 years of experience in corporate PR working for Fortune 500 brands, she also founded Chief Spiritual Officer, a platform dedicated to helping executives integrate intuitive intelligence and spiritual health into their leadership. An intuitive medium based in Los Angeles, Elizabeth specializes in helping leaders move past corporate norms to find a more human and purposeful connection with their audience. What Brand Has Made Elizabeth Smile Recently? Elizabeth is currently a fan of Alloy, a health brand focused on the perimenopausal and menopausal industry. She appreciates the brand’s innovation in addressing the shortage of essential prescriptions like estrogen patches while providing products that support women’s health during this stage of life. Resources & Links

 * Connect with Elizabeth on LinkedIn [https://www.linkedin.com/in/elizabethrosenberg/].
 * Check out Elizabeth’s company, The Good Advice Company. [https://www.thegoodadvicecompany.com/]

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk] to help others find the show.
 * Share this episode — email a friend or colleague [?subject=Check%20out%20this%20podcast%20episode&body=I%20thought%20you%20might%20like%20this%20podcast] this episode.
 * Sign up for my free Story Strategies newsletter [https://www.nickwestergaard.com/email/] for branding and storytelling tips.

On Brand is a part of the

The Intuitive Intelligence Advantage in an AI World

We all claim to have values, but do we actually know how to use them when the stakes are high? Paul Ingram, the Kravis Professor of Business at Columbia Business School and author of What Do You Really Stand For?, joins us to dismantle the “corporate poster” approach to values. He shares a research-backed framework for identifying your true North Star and, more importantly, how to turn those abstract ideals into a practical tool for better leadership and more authentic brand storytelling. What You’ll Learn in This Episode - The critical difference between your espoused values and the actual values-in-use that drive your behavior - Why limiting your organizational values to five or fewer is the key to making them operative and memorable - How to navigate the inherent conflict of values without damaging your team's culture or relationships - The specific role of “value stories” as the most credible way to express and build trust around your principles - Practical implementation techniques from Slack emojis to using personification and archetypes like Miles Davis Episode Chapters (00:00) Intro (01:31) The disconnect between posters and practice (03:15) The power of simplicity and the five-value limit (05:33) Addressing skepticism with empirical evidence (07:41) Creating an inclusive process for cultural ownership (11:39) Using values as a tool for productive conflict resolution (14:39) Storytelling as a bridge to credibility and trust (17:16) Practical techniques for daily implementation (22:54) Sharpening your labels and the importance of vocabulary (25:54) A brand that makes Paul smile About Paul Ingram Paul Ingram is the Kravis Professor of Business at the Columbia Business School and a renowned expert on leadership and organizational culture. He has received Columbia's highest recognition for teaching, the Presidential Award for Excellence in Teaching, as well as the Dean's Award for Teaching Excellence, and thirteen teaching awards voted by graduating students at Columbia and Cornell Universities. An empirical social scientist by trade, Paul has spent two decades researching how values influence performance at both the individual and organizational levels, resulting in more than one hundred published articles and books. What Brand Has Made Paul Smile Recently? Paul finds joy and a boost of creative energy in the Italian clothing brand Etro. He appreciates the brand's aesthetic—often featuring paisley prints and plaid foundations—noting that it has become a core part of his professional identity and a personal reminder of his own value of creativity. Resources & Links

 * Connect with Paul on the Columbia Business School website [https://business.columbia.edu/faculty/people/paul-ingram].
 * Check out his book, What Do You Really Stand For? [https://www.amazon.com/What-You-Really-Stand-Transform/dp/1647827655]
 * We also discussed my work around values stories. Here’s a link to a Harvard Business Review article [https://hbr.org/2023/09/5-types-of-stories-leaders-need-to-tell] I wrote on this.

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].

The Values Gap: What Do You Really Stand For?

Most of us believe we make rational choices, but our brains are actually wired to say no before we ever get to the logic. Paul Larche, a Hall of Fame broadcaster and author of The Divided Brain, spent four decades in media before turning to neuroscience to find out why customers actually buy. He joins the show to break down the Old Brain versus New Brain metaphor and explain how leaders can stop accidentally triggering the wrong response in their brand storytelling. What You’ll Learn in This Episode Why your customer’s brain is biologically wired to say no before you ever finish your pitch How a small engine mechanic turned a twenty-year radio campaign into a local empire by ditching technical specs The two-gear metaphor for understanding how the old brain drives the bus while the new brain just rationalizes the ride Why leading with facts and figures is actually a roadblock to opening the mind of your audience How to engage critical thinking and skepticism to avoid being manipulated by AI and modern algorithms Episode Chapters (00:00) Intro (01:36) From Radio Pioneer to Neuroscience Strategist (03:45) The Toronto Blue Jays and the Power of Emotional Advertising (04:45) The Story of Ted and the 20 Year Mechanic Campaign (07:53) The Divided Brain: The Two Gear Metaphor Explained (11:34) Using the Brand Value Canvas to Identify Emotional Drivers (15:10) Meeting the Moment: Patternicity and the Information Firehose (18:22) AI Awareness and the Need for Critical Thinking (21:24) The First Principle: How Not to Fool Yourself (22:35) A Brand That Makes Paul Smile (24:26) Closing and Where to Find Paul Larche About Paul Larche Paul Larche is a Hall of Fame broadcaster and media pioneer who spent nearly fifty years building a radio empire from the ground up. After starting as a teenage announcer and eventually owning multiple stations, he became obsessed with why some advertising failed while other campaigns lasted decades. This led him deep into the study of behavioral psychology and neuroscience, culminating in his award-winning book, The Divided Brain. Today, Paul translates complex brain science into actionable business strategies, helping leaders bridge the gap between technical expertise and the emotional drivers that actually compel people to take action. What Brand Has Made Paul Smile Recently? Paul finds himself smiling at legacy brands like McDonald’s that have successfully weathered decades of change by continuing to speak to the heart rather than the head. He admires how these organizations prioritize universal human feelings and lifestyle over technical product features, proving that compelling storytelling remains the most effective way to maintain brand gravity over the long term. Resources & Links

 * Connect with Paul on LinkedIn [https://www.linkedin.com/in/paul-larche/].
 * Check out his book, The Divided Brain [https://paullarche.com/].

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk] to

The Myth of the Rational Customer

Mark Lester and David Lester are brothers who have turned a shared history of high-level brand strategy into a family legacy of innovation. David is the co-founder of OLIPOP, the prebiotic soda that has fundamentally changed the beverage landscape by blending gut-health science with the nostalgia of a classic cola. Mark, co-founder of the consultancy Squint, has spent his career at R/GA and We Are Pi shaping the strategic direction of global icons like Nike and Samsung. Together, they represent a unique bridge between the rigor of global brand building and the intuition required to launch a category-defining startup. What You’ll Learn in This Episode The hidden strategy of finding category value in plain sight How to break only one rule really hard to drive innovation Lessons from building a billion-dollar brand using global marketing rigor Why the discovery channel of the retail store still beats direct-to-consumer The unique dynamic of using brotherly advice to jump into the entrepreneurial unknown Episode Chapters (00:00) Intro (01:24) Growing up in Northern England with entrepreneurial roots (04:28) The Nashville hike that launched a business partnership (06:59) Concepts for innovation and the "break one rule" mantra (12:29) The philosophy of Squint and finding hidden value (15:15) Managing the shift from family connection to business collaboration (18:02) Navigating the pivot from D2C back to retail discovery (24:48) Lessons in building brands for scale from the very beginning (28:11) Brands that make the Lester brothers smile About David Lester and Mark Lester David Lester is the co-founder of OLIPOP, the prebiotic soda brand that has achieved over half a billion dollars in sales by blending gut-health benefits with classic nostalgia. Before turning his focus to functional beverages, David spent a decade in global innovation and marketing at Diageo, working across three continents to master the discipline of consumer goods. Mark Lester is the co-founder and Chief Strategy Officer of Squint, a strategic brand consultancy that helps global icons like Nike and Netflix unlock hidden value. With a background at R/GA and We Are Pi, Mark brings twenty years of big-brand experience to the challenge of category disruption. What Brands Have Made David and Mark Smile Recently? The brothers recently shared a smile over the enduring power of brand nostalgia and personality. Mark is energized by the intelligent copywriting of David protein bars and the experience-led branding of Duolingo, while David finds joy in the community-built legacy of Atlanta's Octane Coffee and the timeless playfulness of Nintendo. Resources & Links

 * Connect with David [https://www.linkedin.com/in/david-lester-4b71b512/] and Mark [https://www.linkedin.com/in/lestermarky/] on LinkedIn.
 * Learn more about Squint [https://squintconsulting.com/] and OLIPOP [https://drinkolipop.com/].

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on Apple Podcasts< [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2]

The OLIPOP Strategy for Category Disruption

The customer experience often feels like a series of accidental encounters, but Jeannie Walters argues it is actually the ultimate competitive lever. With over twenty years of experience helping brands like JPMorgan Chase and SAP, she moves beyond vague buzzwords to show how leaders can intentionally design every moment of the journey. Her new book reveals why experience is the only sustainable way to boost revenue and outpace the competition in a crowded market. What You’ll Learn in This Episode How to move beyond vague buzzwords to intentionally design every moment of the customer journey The three-part framework for success that combines mindset with strategy and discipline Why the biggest myth in regulated industries is that you can’t innovate the experience How to identify micro-moments to proactively reduce customer anxiety and build trust The secret to balancing high-tech AI tools with a necessary sense of humanity Episode Chapters (00:00) Intro (01:10) Moving beyond the fear of experience being everything (03:19) Why nice is not a strategy (05:33) Aligning the brand promise with the customer mission (09:19) Disrupting the status quo in regulated industries (15:20) Finding the micro-moments that matter (20:01) Designing for emotional highs and lows (23:39) Managing empathy as a finite resource (28:11) Where to connect with Jeannie About Jeannie Walters Jeannie Walters, CCXP, CSP, is a certified customer experience expert, CEO of Experience Investigators, and an international keynote speaker with over 20 years of impact across industries ranging from healthcare to hospitality. She has led transformative efforts for global brands like JPMorgan Chase and SAP and has reached over half a million learners through her LinkedIn Learning courses. Jeannie is the author of the book Experience Is Everything, where she reveals how leaders can boost performance and revenue by making customer experience their greatest competitive advantage. What Brand Has Made Jeannie Smile Recently? Costco recently caught Jeannie’s attention not just for their consistent warehouse experience, but for their proactive approach to the housing crisis in California. By building apartments directly on top of a new warehouse location, they are investing in the literal foundation of their community, creating a virtuous cycle of loyalty that extends far beyond the checkout line. Resources & Links

 * Connect with Jeannie on LinkedIn [https://www.linkedin.com/in/jeanniewalters/] and her website, Experience Investigators [https://experienceinvestigators.com/].
 * Check out her new book, Experience Is Everything [https://experienceinvestigators.com/experience-is-everything-book/].

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Why Your CX Dashboard Needs a Piece of Humanity

Personal branding often feels like a race to see who can shout the loudest, but Vanessa Errecarte is changing the script. The CEO of Marketing Simplified and author of the new book Valuable & Visible joins the show to discuss her framework for building influence without the “look at me” self-promotion. We dive into how leaders can move past the management myth of image-first branding to focus on a values-driven approach that prioritizes impact and clarifies your true professional value. What You’ll Learn in This Episode Why almost everyone hates self-promotion and how to reframe branding as a service-first act of marketing courage. Why your personal brand is your ultimate insurance policy in a volatile, AI-driven market. How to clarify your unique value "line" so that AI and human recruiters categorize you as a premium asset. Why you need a simple personal website to protect your professional identity from the whims of social media algorithms. How to move from just giving information to providing unique interpretation that stops the scroll. Episode Chapters (00:00) Intro: The race to shout the loudest (01:31) Busting the biggest personal branding myths (02:27) It’s about the customer, not “me, me, me” (05:03) Bringing your whole self to work (09:00) Stepping out to say “I can help” (11:57) Cultural identity and professional value (15:54) Redefining significance in your career (24:53) Why keywords are becoming concepts (26:41) What brand has made Vanessa smile recently? About Vanessa Errecarte Vanessa Errecarte is an award-winning marketing consultant, an MBA educator, and the CEO of Marketing Simplified. She created and teaches one of the nation’s only for-credit MBA courses in personal branding at the UC Davis Graduate School of Management, where she has twice been named Teacher of the Year. For more than two decades, Vanessa has helped thousands of organizations and professionals clarify their value, stand out, and create meaningful impact. In her book, Valuable & Visible: Redefining Personal Branding by Putting Impact Over Image (out May 5, 2026), Vanessa reframes personal branding for professionals who want influence without the "cringe" of self-promotion. What Brand Has Made Vanessa Smile Recently? Vanessa highlighted Liquid Death for its ability to take the most boring product in the world—plain water—and give it its “own line” through bold, conceptual branding. She finds inspiration in how they use an aluminum can and a unique point of view to make a commodity feel exciting without needing a traditional mascot.



Resources & Links

 * Connect with Vanessa on LinkedIn [https://www.linkedin.com/in/vanessa-errecarte/] and her website, Marketing Simplified [https://marketingsimplified.com/].
 * Check out her new book, Valuable & Visible [https://vanessaerrecarte.com/].

Listen & Support the Show

 * Watch or listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2], Spotify [https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk], YouTube [https://www.youtube.com/hashtag/onbrandpodcast], 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&], TuneIn [https://tunein.com/radio/On-Brand-p967623/], and iHeart [https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/].
 * Rate and review on Apple Podcasts [https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2] and

The Cringe-Free Guide to Personal Branding

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