James Kyd has always been fascinated with human behavior and how companies, brands, and products connect with people.

After working for IBM for more than 15 years and serving as CMO of one of New Zealand's largest tech companies, Tait Communications, James now works as the Global Head of Brand Strategy and Marketing at Xero. Much different from the global powerhouses of his previous workplaces, Xero creates cloud-based accounting software that makes life (and numbers) easier for millions of small business owners around the world.

In this episode of The Empowered Challenger, James discusses how to nurture a strong brand culture that amplifies a company's potential, how leaders of challenger brands can have the strongest impact and how to craft marketing campaigns that truly resonate with your core audience.