On Brand with Nick Westergaard

By Nick WestergaardBusiness Marketing

On Brand with Nick Westergaard episodes

July 27Uncommon Leadership in Times of Change
What if the qualities we call “uncommon leadership” are actually the ones that should be ordinary? After leading at IBM, AT&T, Pitney Bowes, SuperValu, and Walmart through decades of transformation, Keith Wyche argues that the leaders who endure aren't simply the smartest or the most innovative—they're the ones who consistently lead with integrity, humility, and trust. His new book, Uncommon Leadership, is both a call to higher standards and a practical guide for leading people through change.

What You'll Learn
The four Rs required to guide teams through rapid industry transformation

Why trust equals character times competency times consistency

How to distinguish real character from captivating charisma in executive selection

The simple question frontline associates need to be asked during store visits

How managing imbalance replaces the impossible myth of work balance
Episode Chapters
(00:00) Intro

(01:10) Leading Through Decades of Corporate Transformation

(01:52) The Four Rs of Navigating Organizational Change

(03:04) The Steep Decline of Trust in Modern Leadership

(04:49) The Simple Formula for Building Real Trust

(06:05) Why True Leadership Demands Character Over Charisma

(11:10) Moving Beyond Results to Value Human Capital

(12:38) How Vulnerability and Listening Transform Team Culture

(18:17) Simplifying What Matters Most in Strategic Communication

(20:27) Managing Imbalance to Protect Energy and Prevent Burnout

(22:25) Planting Trees and Building a Lasting Leadership Legacy
About Keith Wyche
Keith Wyche is a seasoned corporate executive and author who has led major operational transformations across global organizations, including IBM, AT&T, Pitney Bowes, Supervalu, and Walmart. With decades of executive leadership experience, he focuses on helping leaders navigate disruptive change, cultivate authentic trust, and build cultures grounded in character, humility, and human capital. His latest book, “Uncommon Leadership,” provides a practical guide for modern leaders striving to elevate organizational standards and leave a lasting legacy.

What Brand Has Made Keith Smile Recently?
Walmart recently made Keith smile by launching an upskilling initiative that retrains hourly associates for skilled trades such as electrical work, HVAC, and plumbing. By creating clear pathways for associates to transition into high-demand technical roles as automation evolves, the brand demonstrates how major employers can invest directly in human capital and long-term economic mobility.

Resources & Links
Connect with Keith on LinkedIn, Instagram, Substack, and his website.
Listen and Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
30 min
July 20Mortal Kombat Madness Over Mediocrity
How do you go from producing Dirty Dancing to building the global Mortal Kombat franchise? Today’s guest, legendary producer Larry Kasanoff, has raised over a billion dollars by embracing what others call a little bit crazy. He has shaped the entertainment landscape by constantly fighting the current of mediocrity. Today, we are breaking down how to lead through massive industry shifts and build brands that stand the test of time.
What You’ll Learn in This Episode
How to identify the core essence of a brand so you can stretch it across different media successfully
Why fostering a state of play is essential for leading creative teams and sparking innovation
The importance of asking anyone anything to advance your projects and overcome creative barriers
How to balance emerging technologies like AI with the enduring human elements of storytelling
Why embracing a touch of the madness helps you fight the pull of mediocrity in your work
Episode Chapters
(00:00) Intro
(01:08) Finding the Essence of Enduring Global Brands
(04:41) Protecting the Brand and Knowing When to Say No
(06:24) Embracing a Touch of the Madness in Leadership
(08:13) The Create Ask Play Framework
(10:20) The Origins of a Touch of the Madness
(14:08) Balancing New Technologies with Timeless Storytelling
(16:49) Leading Like a Visionary and the Value of Play
(26:51) The Brand That Made Our Guest Smile
About Larry Kasanoff
Larry Kasanoff is a legendary producer who has raised over a billion dollars and shaped the entertainment landscape. He is known for building enduring global franchises across movies, video games, theme parks, and music, including the massive Mortal Kombat brand. Beginning his career as head of production at Vestron, he greenlit the Academy Award-winning film Platoon and has since led major tech shifts in the industry. Larry is the author of A Touch of the Madness, where he shares his philosophy on fighting mediocrity and taking bold creative risks.
What Brand Has Made Larry Smile Recently?
Larry recently smiled thinking about Sennelier, a historic French brand of pastels. As someone who enjoys drawing, he visited their store in Paris and was captivated by the brand’s enduring story. Now, whenever he sees his Sennelier pastels on his work table, it brings a smile to his face.
Resources & Links
Connect with Larry on LinkedIn and his website.
Learn more about Larry’s company, Threshold Entertainment Group.
Check out his new book, A Touch of the Madness.

Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
32 min
July 13Positioning in Eight Words (or Fewer!)
What makes you different? Do you have a concise and compelling answer to that question? When it comes to positioning, less is more. But too often, companies get wordy and convoluted, losing the plot in a sea of text. Emma and Adam Ketterer argue that true clarity comes from radical constraints. In their new book, Eight Words or Fewer, this marketing duo shares how to distill your difference into a single line that sticks: a micropitch.
What You’ll Learn in This Episode
Why B2B companies naturally fall prey to the instinct that more must be better when defining their value proposition
The strategic breakdown that occurs during the last mile of the positioning process and how to build for brevity from day one
Tactical ways to overcome the anxiety of leaving things out by showing your stakeholder work and mapping customer journeys
How to use a homeopathic distillation framework to create a micropitch that infuses everything from sales decks to homepages
The creative and editorial realities of writing a pocket guide on concision as a married couple
Episode Chapters
(00:00) Intro
(01:34) Why We Struggle with Brevity
(03:27) Losing the Plot in the Positioning Process
(06:44) Overcoming the Anxiety of Distillation
(09:59) The Subline and Structure of Eight Words or Fewer
(12:08) How to Kill Your Darlings
(15:27) The Micropitch as a Brand Strategy Anchor
(17:26) Collaboration and Constraint as a Married Couple
(22:57) Finding Your Point of View and Conviction
(25:38) Brands That Make Us Smile
(27:50) Where to Connect with Emma and Adam

About Emma and Adam Ketterer
Emma Ketterer and Adam Ketterer are seasoned marketing professionals specializing in positioning, messaging, and content strategy for B2B technology companies. Emma brings extensive experience from both the agency and corporate sides, currently serving as the Global Lead Editor at Celonis. Adam is a co-founder of Beneath, a specialized B2B marketing agency. As a married couple, they blended their strategic and creative insights to co-author Eight Words or Fewer: Distil your difference into the perfect micropitch, a pocket guide exploring the critical intersection where strategic brand positioning meets ultra-concise writing.

What Brands Have Made Emma and Adam Smile Recently?
Emma found recent inspiration in the B2B tech space through GitHub's smart, witty, and exceptionally well-produced explainer videos. Adam pointed to the timeless, iconic print campaigns of The Economist, noting how the brand's playful, minimalist approach continues to inspire creative professionals to riff on its memorable format across digital and physical signage.
Resources & Links
Connect with Emma and Adam on LinkedIn.

Check out their new book, Eight Words or Fewer.
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.

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

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
32 min
July 06Why Leaders Need to Rethink Resistance
Your team isn’t trying to sabotage your new corporate strategy—their brains are just wired to fight it. In this episode, Salesforce change leader and neuroscience expert Travis D. Hahler shares insights from his new book, Rethink Resistance. Discover the biological reasons why 70 percent of corporate transformations fail, and how leaders can stop fighting human nature and start working with it.
What You’ll Learn in This Episode
Why the human brain treats a standard corporate reorg as a literal threat to survival
The hidden danger of performance conformity when forcing speed onto an organization
How to navigate the four communication quadrants to build deep trust during a major pivot
Why renaming your entire transformation strategy to empathy is the ultimate leadership unlock
Episode Chapters
(00:01) Intro
(00:41) Meeting the Resistance Fortune Teller
(02:41) How the amygdala misinterprets corporate change
(06:42) Reframing employee pushback as biology instead of rebellion
(08:18) Practical tools for moving teams past their status quo
(11:58) Why a constant state of urgency completely backfires
(15:26) How clear storytelling neutralizes negative narratives
(18:15) Balancing the four communication quadrants to create safety
(24:11) The brand that makes Travis smile
(25:22) Where to learn more
About Travis Hahler
Travis D. Hahler transforms how Fortune 500 companies navigate change by revealing a startling truth: resistance isn’t rebellion—it’s biology. As Senior Director of Global Strategy and Transformation at Salesforce and Founder of The Neurological Nomad, he brings an unprecedented fusion of neuroscience and business acumen to organizational transformation. Having conducted EEG research in Denmark, studied neuropsychology at Harvard, and led change across major global enterprises, Travis helps leaders remove ego, embrace neural wiring, and put people back at the center of successful strategic change.
What Brand Has Made Travis Smile Recently?
Anthropic is the tech brand bringing genuine joy to Travis lately. He has been highly impressed by their recent platform updates and collaborative features, which have allowed him to smile while learning—a rare feat for complex technology products that typically bring more frustration than fun.
Resources & Links
Connect with Travis on LinkedIn.
You can also check out his website, ⁠The Neurological Nomad⁠, as well.

Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
30 min
June 29The Invisible Engine Behind Every Brand Decision
We like to think our buying decisions are completely rational and deliberate. The truth is that most consumer behavior is driven by subconscious perception and invisible mindstates that leaders completely miss. When we design brand strategies for the logical mind, we miss the actual human experience. Our next guest spent years inside PepsiCo unlocking how consumers really think. Now he is helping brands blend behavioral science with artificial intelligence to fundamentally change how we communicate.
What You’ll Learn in This Episode
Why all brand decisions start emotionally before the rational mind attempts to justify the consequence
How to elevate traditional consumer research by mapping functional goals to higher aspirational identity
The critical difference between efficiency artificial intelligence and effectiveness technology in modern brand strategy
Why customer segmentations fail when they evaluate static attitudes instead of dynamic situational mindstates
How iconic organizations earn creative liberty by helping their audience achieve their very best day
Episode Chapters
(00:00) Intro
(01:31) The Reality of Thirty-Five Thousand Daily Decisions
(03:47) Moving From Squishy Emotional Marketing to Goal Theory
(06:42) The Car GPS Analogy for Consumer Behavior
(08:41) Defining the Temporary Mindstate Overlay
(12:01) The Complexity of Shifting Consumer Roles
(15:57) Lessons Learned From the True North Campaign Failure
(19:11) Priming and the Five Guys Friday Night Phenomenon
(21:36) Balancing Efficiency Versus Effectiveness in Artificial Intelligence
(25:16) The Spotify Disco Ball Logo Tension
(27:58) Show Wrap Up and Connect Points
About Will Leach
Will Leach is a behavioral scientist, marketing strategist, and the founder of Mindstate Group. A former PepsiCo executive, he has spent decades helping organizations understand how subconscious perception shapes customer decisions. Will specializes in the intersection of behavioral science, branding, and artificial intelligence, teaching brands how to look past traditional demographics to uncover the hidden motivations of their audience. He is also the author of Marketing to Mindstates, a definitive guide exploring the psychological reasons behind why customers choose what they choose.

What Brand Has Made Will Smile Recently?
A brand that has made Will smile recently is Spotify. He observed the massive marketplace tension and public opinion surrounding their recent temporary icon shift to a disco ball. Will noted that brands are stored in minds as emotional predictions rather than visual assets, and he smiled because Spotify has earned the creative liberty to experiment after twenty years of helping users reach their music aspirations.
Resources & Links
Connect with Will on LinkedIn.

Check out the Mindstate Group website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
33 min
June 22Capturing Coachella Lightning in a Bottle
When Addison Rae headlined Coachella this year and the crowd lost it to “Fame Is a Gun,” the cultural momentum felt instant. But the social infrastructure behind that track was built months in advance, one creator at a time, by Griffin Haddrill and his team at LV8. By moving past the standard 48-hour launch spike and focusing on an always-on creator strategy, they drove over 80 million views and a staggering 9% engagement rate.
What You’ll Learn in This Episode
How to move past the standard 48-hour launch spike and build true cultural momentum
What a deep, hyper-specific audience mapping approach looks like compared to standard demographic targeting
How to build and organize a massive global framework of editors for real-time clipping strategies
Why organic marketing and performance marketing must live in separate, equal buckets to scale effectively
The real data behind human-led vs. AI-driven creative performance and how it impacts consumer retention
Episode Chapters
(00:00) Intro
(04:00) Moving Beyond the 48-Hour Launch Spike
(05:29) The Power of Depth in Audience Targeting
(07:22) Setting a 9% Engagement Rate Standard
(08:31) Capturing Lightning in a Bottle with Speed to Market
(09:59) The Underbelly of Social Strategy: Clipping and Global Editors
(11:39) Splitting the Buckets: Organic Brand Building vs. Performance Marketing
(14:12) The Hidden Impact of AI on Consumer Attention and Retention
(18:48) Human-Led Creative vs. AI Performance Data
(21:48) The Brand That Made Griffin Smile
(22:30) Outro
About Griffin Haddrill
Griffin Haddrill is the founder of LV8, a Gen Z-founded and led digital-first agency based out of Las Vegas. LV8 specializes in creator-led strategies that drive massive digital culture momentum for music labels and global legacy brands alike. Known for pushing past traditional marketing frameworks, Griffin and his team have orchestrated high-profile lifecycle campaigns for artists like Addison Rae and major entertainment partnerships with Columbia Records.
What Brand Has Made Griffin Smile Recently?
e.l.f. Cosmetics recently put a massive smile on Griffin’s face with their unexpected Liquid Death collaboration. He loved how two highly unique, disruptive brands came together to create something incredibly fun, cool, and beautifully chaotic for their shared communities.
Resources & Links
Connect with Griffin on LinkedIn.

Check out the LV8 website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
32 min
June 15Creating a Workplace System That Delivers Joy
The perk trap is costing organizations thousands while leaving teams burned out. Yolanda Fraction, author of the book Joyful Workplaces, joins us to share how leaders can move past surface-level culture and design systems that deliver both joy and results.
What You’ll Learn in This Episode
Why multi-billion dollar corporate perks like unlimited PTO and cold brew fail to fix the root causes of team burnout
The critical operational shift from viewing talent development as a cost center to treating it as a core business driver
What it means to lead as a steward of people rather than a controller, and how that impacts daily management decisions
How to utilize tactical self-leadership tools like the Johari Window and 360-degree feedback to expose your own leadership blind spots
Why corporate culture is never a kickoff project and how to accurately diagnose your workplace using the culture iceberg
Episode Chapters
(00:00) Intro
(00:33) The Reality of the Perk Trap
(03:15) Designing Systems for Joy and Performance
(05:48) Shifting From Controller to Steward of People
(08:53) The True Human Cost of Broken Systems
(13:51) Using Self Leadership to Drive Team Clarity
(19:01) Uncovering Blind Spots and Reflective Leadership
(21:20) Diagnosing Culture Beyond the Surface
(25:31) A Brand That Makes Yolanda Smile
(27:38) Where to Connect with Yolanda Fraction
About Yolanda Fraction
Yolanda Fraction, M.Ed., is an organizational development consultant, leadership advisor, and corporate trainer with more than two decades of experience helping executives build healthier, high performing workplaces. Currently pursuing her PhD in industrial organizational psychology, Yolanda holds a graduate degree in adult and organizational learning, bringing a deeply practical and human centered approach to talent management across corporate, nonprofit, academic, and government sectors. She is the author of Joyful Workplaces: How People and Systems Create Energy, Resilience, and Results, and she hosts the Teamwork Sandbox podcast, where she explores the direct ways leaders influence and shape modern organizational culture.
What Brand Has Made Yolanda Smile Recently?
Yolanda shared a powerful story about Marriott that perfectly illustrated care beyond measure. While managing a hectic work travel schedule and undergoing IVF treatments, she arrived well before check-in at a Marriott property needing a safe place to store her temperature-sensitive medications. Instead of sticking strictly to standard front desk policy, an empathetic employee stepped up, securely stored the medication in a staff refrigerator, and personally ensured it safely reached her room later. For Yolanda, this moment of going above and beyond proved that a culture of genuine care is truly embedded within the Marriott brand.
Resources & Links
Connect with Yolanda on LinkedIn.

Learn more about Yolanda Fraction and her work at her website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
33 min
June 08Designing for Humans Instead of the Machine
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.
Learn more about WMH&I.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
29 min
June 01The Science (and Secrets) of Building Super Teams
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.

Check out his new book Superteams.

Learn more about Ron Friedman’s research and access free tools on his website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
34 min
May 25The Story Behind Mrs. Meyer's Clean Day
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

Check out her website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.

Rate and review on Apple Podcasts and Spotify to help others find the show.

Share this episode — email a friend or colleague this episode.

Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
34 min

About On Brand with Nick Westergaard

From the publisher's feed

On Brand helps you tell stronger stories and build better brands. Each week, host Nick Westergaard, author of Get Scrappy and Brand Now, interviews marketing and communication thought leaders and innovators from brands like Ben & Jerry’s, Microsoft, LinkedIn, Meta, Crayola, Beats by Dre, Southwest Airlines, Reddit, Spotify, and MailChimp. Watch the full, in-depth conversations and get actionable insights to help you and your brand stand out in a crowded, distracted world.