Most brands start with a product and then look for an audience. LMNT did the opposite. By solving a real problem, earning trust within an existing community, and listening closely to what people actually needed, the brand built demand before it ever made a major investment in growth.

In this conversation, Greg Wise sits down with Robb Wolf, Co-Founder of Drink LMNT, former research biochemist, and two-time bestselling author, to unpack the unconventional path behind one of the most recognizable brands in hydration. Robb shares how a free electrolyte recipe helped validate the idea for LMNT, why the company launched with less than $100,000, and how being forced away from traditional digital advertising pushed the team toward podcasts, partnerships, retail, and deeper customer relationships.

Together, they explore why the strongest brands feel human, how authenticity and emotion create trust, and why LMNT is investing in physical experiences like retail and out-of-home advertising as it enters its next stage of growth.

Key Takeaways:

• How solving a real customer problem and building community first helped LMNT create demand before investing heavily in traditional marketing channels
• Why authentic brand experiences and human connections can create more trust than digital advertising alone as brands compete for attention
• How staying true to a brand’s mission and voice helps companies build long-term loyalty, even as they scale into new markets and channels

If you’re trying to build a brand people trust, create demand without relying solely on paid channels, or turn a genuine customer problem into a lasting business, this episode offers a practical look at how authenticity, community, and customer connection can become the foundation for long-term growth.

Highlights:

(00:00) Meet Robb Wolf

(01:32) Reacting to LMNT's own billboard ad

(02:52) From research biochemist to near-fatal health crisis

(06:51) Finding KetoGains and the electrolyte clue

(09:26) Creating the viral KetoAid recipe

(14:30) Meeting future LMNT CEO James Murphy

(16:59) The 3AM call that changed everything

(27:26) Surviving the COVID ad blacklist

(33:47) What actually makes a brand feel real

(43:23) Why out-of-home advertising builds real trust

Resources:

Robb Wolf on LinkedIn: https://www.linkedin.com/in/robb-wolf-008b996a/

Check out Drink LMNT: https://drinklmnt.com/

Check out Robb Wolf’s Substack: https://robbwolf.substack.com/

Beyond the Billboard: ‘Life After Workout’ by LMNT

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Out-of-home marketing is no longer just about billboards. As digital channels become more crowded and AI makes content easier to create, brands are looking for new ways to build trust, create memorable experiences, and connect with audiences in the real world.

Greg Wise sits down with Stacy Minero, Chief Marketing and Experience Officer at OUTFRONT Media, to discuss the evolution of out-of-home into a broader IRL media opportunity. Stacy shares how her experience across agencies, Twitter, and Epic Games shaped her perspective on the power of physical experiences and why brands need to rethink how they build connections with consumers.

Together, they explore why IRL media is becoming a critical part of the modern marketing mix, how brands can use creativity and technology to create standout experiences, and why real-world connections may become even more valuable in an increasingly digital and AI-driven landscape.

Key Takeaways:

• Why IRL media is becoming a critical brand-building channel as consumers seek more authentic, trusted, and memorable experiences beyond digital feeds
• How brands can use out-of-home as a creative canvas to create campaigns that spark conversation, social sharing, and deeper audience connection
• Why marketers need to rethink measurement and media strategy by viewing IRL as a force multiplier that strengthens the impact of the broader marketing mix

If you’re looking to build stronger brand connections, break through crowded digital channels, or understand how physical experiences can shape the future of marketing, this episode offers a fresh perspective on why the real world still matters.

Highlights:

(00:00) Meet Stacy Minero

(01:38) Reacting to the trend of breaking the board

(03:31) Stacy's path from agency to Twitter to Epic Games

(05:02) The moment IRL became the future

(08:17) Redefining out-of-home as IRL media

(10:38) What's new inside OUTFRONT Media

(16:41) Closing the confidence gap with data

(20:14) Creative freedom and testing big ideas

(26:46) Why Gen Z is craving real-world experiences

(33:38) The future of out-of-home, five years out

Resources:

Stacy Minero on LinkedIn: https://www.linkedin.com/in/stacy-minero-79287b4/

Check out OUTFRONT Media: https://www.outfront.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Brand marketing can feel difficult to defend when every dollar is expected to produce an immediate, measurable return. But the strongest brands understand that relevance, trust, and emotional connection are investments built over time.

In this episode of Built for Brand, Greg Wise sits down with brand marketing leader and advisor Amit Singh, whose career includes American Express, Nintendo, Starbucks, Goodby Silverstein, and Adobe, to unpack what decades of building global brands taught him about balancing long-term brand investment with short-term business pressure. Amit shares why marketers should think about every decision as a deposit into brand value, how Starbucks turned human connection into a global campaign, and why partnerships with the NFL, MLB, and Live Nation helped Adobe reach new audiences through passions they already cared about.

Key Takeaways:

• Why brand makes performance marketing more efficient by building relevance before a customer ever sees a conversion message
• How C-suite alignment helps marketers make the case for investments that may not produce results within a single quarter
• Why out-of-home remains a powerful channel for creating timely, contextual, and tangible brand experiences in a digitally saturated world

If you’re under pressure to prove every marketing dollar today while trying to build a brand that will still matter tomorrow, this one’s for you.

Highlights:

(00:00) Meet Amit Singh

(01:36) Reacting to Panasonic’s clever nose hair billboard

(03:41) Amit’s journey through global brand marketing

(09:11) The brand investment lesson that stuck with Amit

(11:16) Making the case for brand internally

(14:26) Building a global campaign around human connection

(21:48) When marketing metrics miss long term value

(30:02) Why brand is the moat you can’t build overnight

(32:31) Turning brand partnerships into demand drivers

(34:47) Why out-of-home still earns attention

Resources:

Amit Singh on LinkedIn: https://www.linkedin.com/in/amitsingh5/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Experiential marketing can create something digital channels struggle to replicate: a shared experience people genuinely trust.

In this episode of Built for Brand, Greg Wise sits down with Jimmy Knowles, Global Head Of Experiential at Canva, to unpack how Canva built its experiential practice from the ground up and turned physical experiences into a powerful expression of the brand. Jimmy shares why his team starts with the emotional response they want to create, how Canva Create grew from an internal gathering into a global experience, and why proving the value of experiential required looking beyond clean dashboards and traditional KPIs.

Greg and Jimmy also explore how experiential, out-of-home, social, campaigns, and lifecycle marketing can work together as one connected ecosystem, why AI may make physical connection even more valuable, and why trust could become the defining currency of experiential marketing.

Key Takeaways:

• Why Canva designs experiences by starting with emotion and working backward, rather than building around the easiest KPIs to measure
• How experiential, out-of-home, social, brand media, and lifecycle marketing can compound one another when teams collaborate from day one
• Why Jimmy believes trust will become the currency of experiential as AI makes genuine, shared human experiences increasingly valuable

If your brand is looking for attention people can feel, remember, and trust, this episode makes the case for building experiences that earn their place in the real world.

Highlights:

(00:00) Meet Jimmy Knowles

(04:52) What Jimmy learned from a decade in experiential

(06:32) Why great experiences start with emotion

(08:01) Building Canva’s experiential strategy from zero

(10:19) How Canva Create proved the power of IRL

(14:00) Scaling experiences from thousands to millions

(16:29) How AI connects physical and digital experiences

(21:19) Why OOH and experiential work better together

(24:03) Building bigger ideas through early alignment

(27:09) Why trust is the future of experiential

Resources:

Jimmy Knowles on LinkedIn: https://www.linkedin.com/in/amitsingh5/

Check out Canva: https://www.canva.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

AI is making it easier than ever to build products, create content, and launch campaigns. But as technology levels the playing field, brand is becoming one of the few advantages competitors cannot easily copy.

In this episode of Built for Brand, Greg Wise sits down with Sydney Sloan, Co-Founder and Chief Community Officer of The B2B CMO Project, and CMO of Scale Venture Partners, to discuss why brand has become a business imperative in the AI era. Sydney shares lessons from leading marketing at companies including Salesloft, Drata, Alfresco, and G2, along with insights from interviewing more than 50 enterprise CMOs about the future of marketing leadership.

Together, they explore how marketers can earn executive buy-in for brand investments, why human experiences matter more than ever, and how AI is making authentic brands even more valuable.

Key Takeaways:

• Why AI is making brand the most durable competitive advantage as product differentiation becomes harder to sustain
• How marketers can build trust with CFOs by proving brand investments through small, measurable wins before asking for larger budgets
• Why memorable real-world experiences and consistent brand execution create demand that digital channels alone cannot deliver

If you’re trying to justify brand investment, navigate the rise of AI-driven buying, or build a company people remember long after they leave the feed, this episode offers a practical playbook for turning brand into a long-term growth strategy.

Highlights:

(00:00) Meet Sydney Sloan

(01:35) Reacting to a billboard that gets it right

(03:22) Building brands that lead the market

(09:17) Why CMOs need a seat at the table

(11:52) Making the business case for brand

(16:46) How to earn a bigger brand budget

(20:37) Why AI makes brand even more valuable

(24:42) Building brand without a big budget

(27:58) Winning buyers in the real world

(31:52) Why brand is your competitive moat

Resources:

Sydney Sloan on LinkedIn: https://www.linkedin.com/in/sydsloan/

Check out Scale Venture Partners: https://www.scalevp.com/

Check out The B2B CMO Project: https://www.b2bcmoproject.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Brands are not built everywhere at once. They are built one account, one market, and one moment at a time.

In this episode of Built for Brand, Greg Wise sits down with Casey Patterson, Director of North America ABM at Snowflake, to unpack how account-based marketing can turn out-of-home into a precise, revenue-minded growth lever. Casey shares how her team combined billboards, field marketing, gifting, internal content, and sales follow-up to double account engagement, attract more than 500 event attendees, and create over six million impressions around a single strategic customer.

Greg and Casey also explore why brands are increasingly built one place at a time, how “unreasonable alignment” with sales improves marketing decisions, and why AI should free marketers to create more human, tangible experiences, not fewer of them.

Key Takeaways:

• Why account-based out-of-home can make high-value buyers feel seen without requiring a massive national brand budget
• How Snowflake layers OOH with field events, gifting, SDR outreach, and sales intelligence to create coordinated “swarm” campaigns
• Why automating repetitive digital execution can give marketers more time for creativity, experiential campaigns, and real human connection

If your ABM strategy still lives entirely inside digital platforms, this episode shows what becomes possible when you take the brand beyond the feed and build it where your buyers actually are.

Highlights:

(00:00) Meet Casey Patterson

(01:14) Reacting to DHL’s maze billboard

(08:30) Inside Snowflake’s account-based swarm campaign

(12:48) Why brands can start in smaller markets

(15:14) Letting sales lead account prioritization

(17:17) What unreasonable alignment with sales looks like

(21:52) How agentic ABM changes the marketer’s role

(23:22) Using AI to create more human marketing

(27:26) Why out-of-home is already back

(29:08) Measuring OOH through account impact and revenue

Resources:

Casey Patterson on LinkedIn: https://www.linkedin.com/in/casey--patterson/

Check out Snowflake: https://www.snowflake.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Most marketers focus on everything that happens before the customer buys. Nathan Rosenberg believes the most valuable marketing happens after the experience ends.

Because the true test of a brand is whether people leave with a story worth retelling.

In this episode of Built for Brand, Greg Wise sits down with Nathan Rosenberg, Chief Marketing and Brand Experience Officer at Virgin Voyages, to explore how memorable experiences turn customers into active storytellers. Nathan shares how Virgin Voyages built a distinct place in a crowded category, why marketing teams need to influence the product experience, and how the brand designs moments people will photograph, share, and talk about long after leaving the ship.

Greg and Nathan also unpack why out-of-home is more important in a digitally exhausted world, how humor and five-word creative drive recall, and why Nathan once pulled down a billboard his team had already printed.

Key Takeaways:

• Why the strongest brands create memories people naturally want to share with others
• How humor, context, timing, and simple creative make out-of-home campaigns more effective
• Why brand teams should measure stories, recall, rebooking, and customer emotion alongside traditional marketing metrics

If your marketing stops when the campaign ends, this episode will challenge you to build an experience that keeps selling long after the customer leaves.

Highlights:

(00:00) Meet Nathan Rosenberg

(01:42) Reacting to Berger’s contextual billboard

(05:40) What gets cruise-curious buyers onboard

(09:00) Building the Virgin Voyages brand experience

(12:26) Measuring brand through the smile index

(12:58) Why the experience is the brand

(13:42) How post-trip stories create demand

(17:57) Keeping the brand in the consideration set

(20:09) Why humor and simplicity win in OOH

(25:05) Why out-of-home matters more than ever

(36:48) Finding the stories customers already tell

Resources:

Nathan Rosenberg on LinkedIn: https://www.linkedin.com/in/nathan-rosenberg-1993392/

Nathan Rosenberg on Instagram: https://www.instagram.com/nathandr/

Check out Virgin Voyages: https://www.virginvoyages.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Every election cycle turns the media market into a pressure cooker. Inventory tightens. Costs rise. And political campaigns have one hard deadline: election day.

But commercial brands still have to compete for attention in the same market.

In this episode of Built for Brand, Greg Wise sits down with Tyler Goldberg, Director of Political Strategy at Assembly Global, to unpack what a projected $11.5 billion political advertising cycle means for every marketer planning media in 2026. Tyler explains why linear TV continues to dominate political spending, how competitive intelligence shapes channel decisions, and why brands cannot afford to wait until election season to secure inventory.

Greg and Tyler also explore the missed opportunity in out-of-home, which receives only a fraction of political budgets despite its ability to reach voters in unexpected places, support more dynamic creativity, and build attention beyond saturated digital channels.

Key Takeaways:

• Why commercial brands need to plan around political spending before media inventory becomes more expensive and difficult to secure
• How transparent competitive spending data keeps political budgets concentrated in linear TV, radio, and familiar channels
• Why out-of-home could give campaigns more creative freedom, stronger contextual relevance, and a better way to manage ad fatigue

If you are planning media in 2026 and think election spending is someone else’s problem, this episode will change how you look at the calendar.

Highlights:

(00:00) Meet Tyler Goldberg

(01:14) Reacting to the Friends-inspired billboard

(04:14) What commercial marketers can learn from political media

(09:59) Why competitive data drives political ad spending

(12:10) Why linear TV still wins political budgets

(14:37) Political advertising’s missed OOH opportunity

(18:07) What keeps political campaigns from buying OOH

(21:06) Why more creative prevents ad fatigue

(25:22) What makes a political ad unforgettable

(28:36) Why OOH creates more creative freedom

Resources:

Tyler Goldberg on LinkedIn: https://www.linkedin.com/in/tyler-goldberg-62088a36/

Check out Assembly Global: https://www.assemblyglobal.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

Out-of-home has always been good at getting attention. But for modern marketers, the bigger question is whether it can prove its place in a performance-driven media plan.

In this episode of Built for Brand, Greg Wise sits down with Michelle Salerno, Director of Offline Media Planning and Investment at Known, to unpack how a science-led agency thinks about real-world media. Michelle shares how she built Known’s offline department from the ground up, how data and audience insights can make out-of-home smarter, and why brand affinity may be the next major measurement frontier for the channel.

Greg and Michelle also talk about why programmatic OOH can be a practical starting point for hesitant brands, how physical media builds trust in an AI-saturated world, and why out-of-home works best when it becomes part of the foundation of the media mix.

Key Takeaways:

• Why out-of-home can be performance-driven, even if it does not behave like digital media
• How data, audience insights, and human judgment work together to plan smarter OOH campaigns
• Why brand lift, foot traffic, affinity, and cultural relevance matter when proving the value of real-world media

If your brand is trying to stand out in a crowded, scroll-heavy market, this episode makes the case for building attention people can actually see.

Highlights:

(00:00) Meet Michelle Salerno

(01:21) Reacting to Netflix’s out-of-home flex

(03:30) Building Known’s offline media team

(07:55) How Skeptic brings science to media planning

(08:24) Using AI to plan smarter OOH

(12:08) Proving OOH works differently than digital

(14:20) Why programmatic OOH builds brand confidence

(15:55) Measuring the impact of real-world media

(18:02) Why OOH is more than a vanity play

(22:31) Why brand affinity is OOH’s future metric

Resources:

Michelle Salerno on LinkedIn: https://www.linkedin.com/in/michelle-salerno-40a8032b/

Check out Known: https://known.is/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

AI gave brand teams superpowers. Most are using them to look exactly like everyone else.

But here's the truth: you can't generate your way to differentiation.

In this episode of Built for Brand, Greg Wise sits down with Jessica Rosenberg, Head of Brand at AirOps, to unpack why the principles of great brand building haven't changed in the AI era, and why originality, specificity, and consistency matter more now than ever. Greg and Jessica also dig into the real tension holding marketers back right now: the pressure to perform at volume versus the discipline to protect brand quality.

Key Takeaways:

• Why the core principles of brand, originality, specificity, and consistency haven't changed in the AI era, and why most teams are accidentally abandoning all three
• How AI-generated creative can perform well in the short term while quietly eroding the brand trust you've spent years building
• What it actually looks like to use AI as a force multiplier, not a replacement, when your team is small, and the bar is high

If you're scaling content output but losing the thing that makes your brand worth remembering, this one's for you.

Highlights:

(0:00) Meet Jessica Rosenberg

(1:47) Reacting to the McDonald's breakfast clock billboard

(5:03) The 3 brand principles that never change

(7:21) Why AI is a tool, not the craftsperson

(9:18) Inside AirOps' AI-powered out-of-home campaign

(10:48) The perception vs. performance tension

(13:38) Why brand and demand have to move together

(26:54) Why Jessica is crushing on Anthropic's brand right now

Resources:

Jessica Rosenberg on LinkedIn: https://www.linkedin.com/in/jessicarosenb/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/