In Other Words

In conversation with Jason Hemingway, Kevin explorest what changes when you treat global growth as an operating principle from the start, where AI is opening markets that were never economically viable before, and why localization teams need to stop counting words and start telling a revenue story.

The post Bolt-on or built-in? Rethinking international growth appeared first on Phrase.

Host Jason Hemingway sits down with David Aaker to discuss how branding has evolved since the scanner-data-driven 1980s, why the pressure for short-term results keeps undermining long-term brand investment, and what it takes to build trust in an era of rampant skepticism.

The post David Aaker on the 5Bs of modern branding appeared first on Phrase.

Raf Postepski, Senior Director at Alvarez & Marsal, joins host Jason Hemingway to ask a question most boards haven't confronted yet. If AI is commoditizing your models and turning your business systems into interchangeable boxes of data, what is actually left to compete on? The answer demands a rethink of how organizations operate globally.

The post The leadership gap holding back enterprise AI appeared first on Phrase.

Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, joins host Jason Hemingway to challenge some of the most widely accepted ideas in CX, marketing and growth. They examine why the way most organizations measure and manage customer value is fundamentally flawed.

The post Aarron Spinley on CX’s $10 trillion blind spot appeared first on Phrase.

Chris Dell, former leader of Booking.com’s global content organization, joins host Jason Hemingway to explore the hidden operating system behind global scale: content. Drawing on fourteen years building a 400-person in-house agency delivering multilingual content across 45 locations, Chris shares why growth challenges rarely come from ambition, but from the realities of execution at scale.

The post Building a scalable content engine for global growth appeared first on Phrase.

Todd Unger, CXO at the American Medical Association and best selling author, joins host Jason Hemingway to explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins.

The post The 10-second customer journey and how to remove friction fast appeared first on Phrase.

Freddie Braun, Localization and International Content Lead at Monzo Bank, joins host Jason Hemingway to explore the role global content plays in building trusted customer experiences at scale.

The post Turning words into experiences that travel appeared first on Phrase.

Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone, joins host Jason Hemingway to explore how emotional connection fuels commercial success. They discuss building trust through consistent customer experiences and converting brand advocates into your strongest marketing asset.

The post From brand friend-zone To market dominance appeared first on Phrase.

Axel Kirstetter, global go-to-market and product marketing leader, joins host Jason Hemingway about why localisation goes beyond translation, how AI can support (not replace) marketers, and how focus, execution, and regional insight help brands balance central vision with local relevance.

The post Why most GTM models fail and how to build one that scales appeared first on Phrase.

Christina Bylin, Chief Marketing Officer at CarParts.com, joins host Jason Hemingway to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale.

The post Scaling with empathy and AI: The growth balance most brands miss appeared first on Phrase.