In this episode, Bill Neff, Head of Marketing at YETI, breaks down how the legendary cooler company became a culture-defining outdoor brand without relying on massive media budgets. From his Under Armour “locker room” days to leading one of the world’s most beloved challenger brands, Bill shares the operating system behind YETI’s rise, which is one built on community intimacy, real relationships, and equipment designed to last forever.

And this year, YETI made The Rival 50, our index of the world’s top challenger brands redefining growth, a recognition that reflects the consistency, courage, and craft behind their approach.

One key takeaway: Roots before reach. Bill explains why YETI invests four times more in community than brand, how third-party advocacy beats first-party hype, and why focusing on the micro-cultures around hunting, fishing, culinary, and outdoor craft fuels more growth than broad awareness ever could. If you’re building a premium brand or trying to scale without outspending your category, this conversation is your blueprint.

Watch the video version of this podcast on YouTube ▶️: HERE

          📚 Chapters:

• (00:00:00) - Intro 🎙️
• 05:00 Challenger brand pick: Turtlebox  🏆
• 06:30 What YETI is today
• 09:00 Listening that guides expansion (cast iron) 📊
• 12:00 Depth via community
• 14:00 Under Armour lessons: “locker room talk”
• 16:30 Premium pricing & third-party advocacy  💵
• 20:00 Getting started with advocacy 🤝
• 23:00 People stories > product dumps
• 28:00 Community-first team structure (4x brand)
• 31:00 Mass brand without mass media
• 34:00 Wrap up

🖊️Mentioned in the show:

• ANA Global Day of Learning (Association of National Advertisers)
• Turtlebox, favorite challenger brand
• Under Armour, Bill’s previous work experience
• Sitka Gear, Bill’s previous work experience
• Duck Man (YETI campaign)
• Drake Magazine (endemic example)

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bill Neff, Head of Marketing at YETI, in this episode

This episode was recorded at the ANA’s global day of learning. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Find Bill on LinkedIn.

Say hi at [email protected]. We’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this episode of Scratch, Eric chats with Bronwen Foster-Butler, CMO of Finisterre, the cold-water surf brand from Cornwall proving that purpose and performance can coexist. Bronwen shares how community became Finisterre’s real growth engine, from “creating through community, not for it,” to rethinking top-of-funnel marketing and focusing on relationships over reach. She shows how listening to your customers can lower CAC, build loyalty, and create true advocates.

Finisterre began with a simple insight: the surf industry’s glossy, tropical image that didn’t reflect the real, rugged world of UK surfers. Today, it’s a B Corp and leading challenger brand proving that you can grow profitably without losing your soul.

And finally, she dives into how a strong sense of place in Cornwall’s coastline and the shipping forecast origins of the Finisterre name and thus gives the brand its distinct voice. Ultimately, the takeaway for marketers is clear: scaling through a niche isn’t limiting but it is the future. Staying true to who you are as a brand, and give a platform to your community to carry the story forward.

Watch the video version of this podcast on Youtube ▶️: HERE

          📚 Chapters:

• 00:00 – Devon vs Cornwall (and scones)
• 04:00 – Challenger brand spotlight: Snow Peak
• 07:36 – What is Finisterre?
• 08:09 – The founder’s cold-water surf epiphany
• 10:04 – Lessons from Lululemon’s turnaround
• 12:44 – Rebuilding trust through community
• 13:35 – “Create through community, not for community”
• 21:09 – Ocean meets mountain: Kendal Film Festival
• 23:50 – CAC, CLTV & data on community ROI
• 28:49 – Cornwall, heritage, and the Shipping Forecast
• 31:50 – Scaling through a niche
• 37:00 – Doing more with less: top-of-funnel investment
• 39:00 – Creative consistency and campaign focus
• 41:33 – Alignment, enrollment, and growth metrics
• 43:20 - Lightning Round ⚡

🖊️Mentioned in the show:

• Lululemon – Community-led brand lessons
• Burberry – Global brand transformation
• Snow Peak – Favorite Challenger Brand
• Kendal Mountain Festival – Ocean & Seas collaboration
• e.l.f. Cosmetics – “Too Many Dicks” campaign reference
• BBC Shipping Forecast – The origin of the Finisterre name

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bronwen Foster-Butler, CMO of Finisterre in this episode.

Find Rival online at www.wearerival.com, LinkedIn, and Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Find Bronwyn on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this episode of Scratch, Ariel Kelman, President & CMO of Salesforce, shows how a category leader can still think like a challenger through the power of education, not persuasion. Education beats persuasion when you make community the flywheel: by pairing product truth with peer proof through events like Dreamforce, Trailhead, and forums, so customers learn how to win with your product (not just why it’s great). That mindset turns advocacy into momentum.

But teaching only lands if the tech actually works in the flow of “work”, so Ariel’s rule is being able to put data before demos. He emphasizes the need to harmonize and govern customer data in Data Cloud so AI agents have context, then deploy them where they matter. For example, a product Q&A agent spun up in weeks drove 700k+ customer chats, and their website/service agents have resolved 1.6M cases because they understand real customer history, permissions, and next best actions.

Finally, as a brand, you need to be Customer Zero and balance quick wins with long bets. Dogfood your offerings first to iterate fast and convert internal proofs into external playbooks, then scale what works. 

Watch the video version of this podcast on YouTube ▶️: https://youtu.be/92Rfv19ypQE

          📚 Chapters:

• 00:00 – Intro & Ariel’s challenger lens  🎙️
• 05:35 – Agentforce: AI agents in the flow of work 🤖
• 10:40 – Data Cloud: the prerequisite for accurate AI ☁️
• 12:56– Momentum: quick wins while building the platform 🚀
• 13:23 – “Infinite SDR capacity” & rethinking lead flow  🔁
• 14:39 – Autonomous vs. augmenting agents (Finnair)  🤝
• 26:54 – Customer Zero: dogfooding at scale 🐶
• 27:47 – Dreamforce: education as strategy 🎪
• 36:10 – Community as the marketing flywheel 🧑‍🤝‍🧑
• 41:35 – Salesforce’s AI point of difference (trust + data) 🛡️
• 45:21 – Cutting through AI noise with use-case education 📚

🖊️Mentioned in the show:

• Challenger brand mentioned: Ramp – spend management platform with software-defined controls 
• Salesforce Agentforce – AI agents embedded in Salesforce workflows
• Data Cloud – Salesforce’s customer data platform (CDP) 
• Dreamforce – Salesforce’s flagship community conference
• Finnair – Finland’s largest airline (Agentforce case mentioned)
• Akamai – content delivery network (CDN) pioneer
• Amazon/AWS – cloud infrastructure & services
• Siebel – Oracle’s legacy on-prem CRM suite
• Snowflake – cloud data platform & data warehouse
• Apple – hardware, software & services (self-cannibalization mindset reference)

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Ariel Kelman, President & CMO of Salesforce, in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn

Find Ariel on LinkedIn. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the biggest takeaways from Will’s story is how Ocean Bottle has made impact completely non-negotiable in its business model; every purchase is tied directly to measurable change. Rather than chasing the traditional direct-to-consumer routes, the brand leaned into B2B partnerships as its true growth engine, scaling faster through collaborations like Ed Sheeran’s tour than through paid ads. 

Will also highlights that in a purpose-driven category, the goal isn’t to outcompete others but to grow the category as a whole. Ocean Bottle’s marketing reflects this mindset, relying on storytelling backed by proof, from the Change Collective initiative to transparent reporting on every kilo of plastic collected. Ultimately, the key learning for marketers is clear: purpose isn’t dead; it is evolving. And partnerships are how purpose-led brands grow.

Watch the video version of this podcast on Youtube ▶️: [https://youtu.be/OQrmbdzNkg8]

📚 Chapters:

• 00:00 – Intro & Will’s background
• 03:25 – Challenger brand shoutout: Freaks of Nature
• 04:13 – Ocean Bottle’s mission & impact
• 05:11 – Balancing purpose and profit
• 07:22 – Competition (and why it doesn’t matter)
• 11:12 - Mobilising community for impact
• 12:48 – Launching B+ for leading B Corp brands
• 19:09 – Marketing evolution: from DTC to partnerships
• 22.05 – B2B growth channel (Ed Sheeran & others)
• 23:25 – Lessons learned from 6 years of marketing
• 25:13 – The next stage: scaling from 1M to 10M bottles
• 26:48 – Differentiating through product innovation
• 28:25 – Ocean Bottle’s culture of innovation
• 31:47 – Lightning round (pizza, campaigns, pet peeves)

🖊️Mentioned in the show:

• Freaks of Nature – reef-safe sunscreen brand co-founded by Kelly Slater
• The North Face – Ocean Bottle brand partnership
• Ed Sheeran – Ocean Bottle bottles featured on his tour
• Nike - purpose-led brand reference
• Patagonia – purpose-led brand reference

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Will Pearson, Co-Founder of Ocean Bottle, in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn

Find Will on LinkedIn. 

Say hi at [email protected]. We’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from the hospitality and entertainment industry into one of the biggest banking players in the world. Lili shares how her experience at MGM shaped her approach to customer experience, and how she’s transformed Barclays to be more customer-centric, putting real people at the heart of every journey. Innovation at Barclays doesn’t start with technology; it starts with people: Lili introduced live client call listening for executives and designed accountable customer journeys to keep the brand ahead in a fast-changing industry

The conversation also explores the delicate balance between digital efficiency and maintaining the human touch, why curiosity is now an essential skill for marketers, and the ways CMOs can leverage insights from outside their own category. Packed with practical advice and real-world examples, this episode is a must-watch for anyone looking to drive customer-focused growth and bring humanity back into marketing.

Watch the video version of this podcast on Youtube ▶️:  https://youtu.be/MgNhEchujRY

📚 Chapters:

• (00:00:00) – Intro 🎙️
• (00:02:27) – Favorite Challenger-brand 🥤
• (00:06:04) – Barclays US brand overview 🏦
• (00:07:56) – Lili’s journey from Hospitality to Banking  🎰
• (00:16:41) – “Make It Better” and mindset shifts 🚀
• (00:18:43) – Customer journeys and accountability 🔑
• (00:22:56) – Restoring humanity in marketing 🤝
• (00:27:11) – Balancing AI efficiency with loyalty 🤖❤️
• (00:33:11) – Lightning Round ⚡

🖊️Mentioned in the show:

• Poppi Soda
• Tony’s Chocolonely – Scratch
• Nationwide (UK) report - Customer journey organizational model

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Lili Tomovich, the Chief Marketing & Experience Officer of Barclays US, in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn

Find Lili on LinkedIn

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM

In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 7,000+ restaurants across Europe, the Middle East, and Africa.

One key takeaway: Stop averaging—start individualizing. Daniel explains how looking at every store’s micro-market unleashed hidden growth, and why “emotional first, functional later” has become the new rulebook for launching Popeyes or Tim Hortons in new countries. If you lead marketing for a multi-brand, multi-market business, this conversation is your cheat sheet.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ws_GuCGOAlQ

          📚 Chapters:

• (00:00:00) - Intro 🎙️
• (00:04:00) - Favorite challenger brand 🏆
• (00:05:48) - Overview of RBI
• (00:12:25) - Building Cultural Relevance 📊
• (00:18:56) - Sales, budget & market-share framework 💵
• (00:28:00) - Boutique agency network strategy 🤝
• (00:33:12) - Lightning Round ⚡

🖊️Mentioned in the show:

• Liquid death

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, joined this episode by Daniel Blumer of Restaurant Brands International.

Find Rival online at www.wearerival.com, LinkedIn

Find Eric on LinkedIn

Find Daniel on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event in all of marketing and advertising. As yes, we said Baby Eric and Baby Jenna. All courtesy of AI of course.

But do expect serious, insightful, sometimes rogue insight and opinions as usual from the Rival team all about what CMOs need to know from Cannes this year. 

• What better way to discuss a major marketing event than in the shape of little babies, and we are emptying our diapers on the following:
•  The death of the big 6
• AI reshaping the industry… or is it?
• How Gen Z all hate their phones, and experiential is the new digitalAnd much much more. In the words of Baby-Eric: Burp your CMO and let’s talk takeaways because baby, we’ve got thoughts!

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Watch out documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM

In this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut, tells us how a two-person marketing team fuels the world’s fastest-growing social network for women across fertility, pregnancy, motherhood, and menopause. We discuss how they used real-time user insights to create headline-grabbing ideas - from the #FourSmiles statue takeover that spotlighted post-partum depression to the raw, viral power of #InvisibleMothers, a campaign that generated 100 million+ impressions and global press.

Throughout the conversation, Phoebe shares the art-and-science balance that lets Peanut punch above its weight: mining community data for emotional hooks, knowing when to deploy “hero” creative versus hard-working performance assets, and orchestrating guerrilla-style out-of-home activations that cost peanuts yet earn national coverage. If you want to learn how to scale your business on startup budgets while resonating with millions, then this episode is for you.

Watch the video version of this podcast on Youtube ▶️: 

📚 Chapters:

• 00:22:20 – What you need to do differently ⚡
• (00:00:00) – Intro 🎙️
• (00:01:57) – Phoebe’s favourite challenger brands 🏆
• (00:02:55) – What is Peanut? 📲
• (00:07:30) – Invisible mothers campaign 😊
• (00:14:25) – Choosing the best ideas  👀
• (00:17:21) – Art & Science balance ⚖️
• (00:22:20) – What you need to do differently ⚡

🖊️Mentioned in the show:

• Peanut app
• Maternal Mental Health Alliance
• #InvisibleMothers campaign
• Here We Flo

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Phoebe Corcoran of Peanut in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn.

Find Phoebe on LinkedIn

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM

In this episode of Scratch, Eric sits down with Molly Landman, the first Chief Marketing Officer of PetSafe, the 30-year-old pet-tech pioneer behind invisible fences, automatic litter boxes, GPS collars, and more. Molly explains how she inherited “the biggest pet brand no one knows,” why an early push into broad awareness failed to lift sales, and how a tighter focus on consumer jobs-to-be-done now guides everything from R&D roadmaps to TikTok creative. 

She details the work of collapsing siloed teams into a single insights-to-activation engine, riding rivals’ top-of-funnel spend instead of out-spending them, and finding pockets of growth even as the overall pet-durables market turns negative. If you’re looking for lessons on brand refresh, gross-margin optimisation, or balancing performance with brand, this conversation delivers a practical, P&L-driven playbook.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/vIdrjkKh49A

📚 Chapters:

• (00:00:00) – Intro 🎙️
• (00:02:42) – Favorite Challenger-brand
• (00:04:36) – PetSafe overview 🐾
• (00:11:00) – Molly’s journey at Petsafe 📈
• (00:31:36) – Growing with less in a shrinking category 💡
• (00:38:25) – Taking the CMO role
• (00:40:26) – Lightning Round ⚡

🖊️Mentioned in the show:

• Halo (dog collar) 
• Bob Moesta episode - Scratch 
• Jobs to be done theory

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Molly Landman of Petsafe in this episode

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn

Find Molly on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM

This week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported streaming television (FAST) with the largest content library on the planet - 275 K+ movies and TV episodes. Nicole unpacks how she’s rewriting the rules of entertainment marketing: brand-first positioning, bottom-up cultural relevance, and creative swings that punch way above their media weight.

One of the key takeaways from this episode is Nicole’s conviction that the monoculture is DEAD - growth now comes from igniting micro-communities at scale. We also dive into how commercial acumen (private-equity roots, P&L obsession) makes a modern CMO indispensable at board level, why most brands misuse social media, and the power of constraints to unlock breakthrough creativity. If you’re building a challenger brand - or simply fighting for standout work - this episode is for you!

Watch the video version of this podcast on YouTube ▶️: https://youtu.be/cBuq9amnM9c

 📚 Chapters:

• (00:00:00) - Intro 🎙️
• (00:03:29) - Nicole’s background
• (00:14:30) - Favourite challenger brand 🌶️
• (00:17:03) - Challenging Convention 🌐
• (00:26:02) - Rethinking social 📱
• (00:33:55) - Creativity, risk & Super Bowl lessons 🎨
• (00:38:32) - Lightning Round ⚡

🖊️Mentioned in the show:

• JC penny 
• Chilis 

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Nicole Parlapiano of TUBI in this episode.

Find Rival online at www.wearerival.com & LinkedIn.

Find Eric on LinkedIn.

Find Nicole on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024