What does it take to turn a flailing event into a cultural cornerstone? Or build a brand that stands for something in a crowded market? In this episode, Jim DiPiazza sits down with Peter Abraham, founder of Abraham Content Studio, to unpack his mission-led framework for brand turnarounds and creative growth. They explore how Peter helped reinvent the LA Marathon, what Lululemon taught him about community, and how even a “me-too” product can stand out with the right message. From actionable strategy to hard-won insights, this is a masterclass in brand building for marketers at any stage.

00:00 Introduction

00:32 Welcome to What's the Big Idea?

00:40 Meet Peter Abraham: Brand Strategist

01:40 Peter's Journey: From TV Commercials to Sports Marketing

02:38 Reinventing the LA Marathon

05:32 Current Focus: Abraham Studio

10:23 The Four-Part Framework for Brand Success

19:58 The Importance of Customer Research

26:25 Mastering the Art of Selling Ideas

28:03 The LA Marathon Transformation

30:38 Revitalizing the Marathon's Mission

31:59 Engaging the Community

33:46 The Ultimate Outcome of the LA Marathon

35:18 Exploring Other Brand Successes

35:58 The Bike Industry and Supply Chain Challenges

39:48 Building Relationships and Brand Loyalty

41:12 The Importance of Standing for Something

44:55 Patagonia's Bold Stand

47:34 Final Thoughts and Recommendations

Follow Jim and Peter:

Connect with Jim: 

LinkedIn: https://www.linkedin.com/in/jimdipiazza/

Website: https://www.jimdipiazza.com/

Connect with Peter: 

LinkedIn: https://www.linkedin.com/in/peterabraham2/

Website: https://abrhm.com/