Totem cofounder and CEO Carter Fowler shares how he transformed a simple idea—a device that helps find friends at festivals without cell service—into a viral sensation and thriving brand. By focusing on founder-market fit, designing for organic sharing, and developing unique brand language, Totem created something people don't just buy, but buy into. Carter reveals how intentional branding from day one, customer conversations, and consistent storytelling through their newsletter ultimately attracted investors and unexpected market segments beyond their initial festival audience.

Carter is cofounder and CEO at Totem, one of the fastest-growing consumer tech startups of 2024. His expertise in go-to-market, brand strategy, and product design has taken Totem's debut product from concept to global phenomenon in less than 12 months. In 2024 alone, Totem generated over 20 viral posts (1M+ views) and 130M+ organic views on social media while earning press coverage from NPR, Inc Magazine, and UNILAD under his marketing leadership. After only 5 months of shipping product, Totem has a broad international reach with customers in 60+ countries around the world. Carter is a firm believer in building brands with a "words-first" mentality. He is also an accomplished writer who had a selection of his work archived by the US Library of Congress as an "important cultural artifact" in 2018.

He loves the coffee at Frothy Monkey in the historic Chattanooga Choo Choo in the Southside neighborhood of Chattanooga, Tennessee: https://frothymonkey.com/locations/southside-chattanooga-tn/

Connect with Carter Fowler on LinkedIn: https://www.linkedin.com/in/carter-fowler-8835739b/

If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

In this candid conversation, Louis Grenier breaks down his book Stand the F*ck Out and shares his practical four-part marketing framework: insight foraging, unique positioning, distinctive branding, and continuous reach. While tools and tactics evolve, he argues that marketing fundamentals remain unchanged. Grenier passionately challenges marketing myths (especially the idea of "category creation") and emphasizes what really matters: identifying and solving those customer struggles that everyone else is ignoring.

Louis Grenier is a recovering Frenchman who helps marketers—folks working in digital, creative services, advertising, consulting, or PR—stand the f*ck out without selling their soul. He's been living in Dublin, Ireland, for more than a decade. He fell in love with marketing when he was 18-19 after reading the book Petit traité de manipulation à l'usage des honnêtes gens, which is basically the French version of Influence: The Psychology of Persuasion.

He prefers taking his coffee at home, in his garden office. His recommended reads are How Brands Grow and How Brands Grow Part Two by Byron Sharp at the Ehrenberg-Bass Institute: https://marketingscience.info/books/

Connect with Louis Grenier on LinkedIn: https://ie.linkedin.com/in/louisgrenier

If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Are you a seasoned marketing expert who's interested in becoming a fractional CMO? What does a fractional CMO even do? In this illuminating conversation, Duct Tape Marketing founder John Jantsch makes the concept of fractional CMO leadership approachable. Exploring the nuances of strategic marketing for small to mid-sized businesses, Jantsch reveals how fractional CMOs can provide high-impact leadership without a full-time commitment. He shares insights on developing systematic marketing approaches, managing client relationships, and navigating marketing challenges in an AI-driven world.

John Jantsch is a fractional CMO, speaker, and Wall Street Journal best-selling author of Duct Tape Marketing, The Referral Engine, The Self-Reliant Entrepreneur, and The Ultimate Marketing Engine. He is also the founder of the Duct Tape Marketing Agency Network, which trains and licenses independent consultants and agencies to use the Duct Tape Fractional CMO+ System. His keynotes and training motivate and engage audiences worldwide at industry and trade events.

His recommended book is an oldie but goodie: The One Thing by Jay Papasan and Gary Keller (https://www.amazon.com/ONE-Thing-Surprisingly-Extraordinary-Results/dp/1885167776).

Near his house in Colorado are two great coffee shops: The General Store in Nederland, CO, and Coal Creek Coffee in Golden, CO (https://www.tripadvisor.com/Restaurant_Review-g33447-d4650917-Reviews-Coal_Creek_Coffee-Golden_Colorado.html).

Connect with John Jantsch on LinkedIn: https://www.linkedin.com/in/ducttapemarketing

If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Video marketing pro Juma Bannister breaks down what really works when it comes to video content in 2025 landscape. From debunking the myth that "scrappy" videos are always better to sharing practical tips on lighting and sound, the conversation covers all the bases you need to know to succeed with video this year. Bannister explains why it's not enough to just slap a video on your website anymore—it's about building genuine connections with your audience across multiple platforms. Plus, there's some real talk about how social media algorithms are changing the game for content creators.

Juma's recommended books are:

• KNOWN: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age by Mark Schaefer (https://www.amazon.com/KNOWN-handbook-building-unleashing-personal/dp/0692816062)
• Content DNA: Using Consistency and Congruence to Be the Same Shape Everywhere by John Espirian (https://www.amazon.com/Content-DNA-consistency-congruence-everywhere/dp/1916206239)
• STFU: Stand Out by Saying Something Worth Hearing by Louis Grenier (https://www.amazon.com/Stand-Out-No-Nonsense-Positioning-Business-ebook/dp/B0DNB99GZ6)

He doesn't drink coffee, but recommends several hikes in his native Trinidad & Tobago:

• Mount Tabor (at Mount Saint Benedict), his favorite
• St. Michael's
• Breezy Hill
• Paria
• Paragrant
• He also mentions two popular beaches:
• Maracas Beach (in Trinidad)
• Pigeon Point (in Tobago)

Connect with Juma Bannister on LinkedIn: https://www.linkedin.com/in/jumabannister?originalSubdomain=tt

If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

If you want to be a successful consultant, you need to focus on process—on creating "a set of pipes only you can play," as world-renowned consulting expert Alan Weiss puts it.

In this episode, Alan shares hard-won insights from his decades of experience, including why successful consulting means being a good marketer, why presentations and pitches are midcentury relics, and why value-based pricing is the clear choice over hourly fees. He also shares practical advice on starting and growing a consulting practice, including the six key ways to meet buyers and why consultants should avoid unnecessary overhead costs when they're just starting out.

Alan Weiss is a globally recognized authority in consulting and professional speaking, with a client roster including Merck, Hewlett-Packard, Mercedes-Benz, and over 500 other leading organizations. He's an inductee into the Professional Speaking Hall of Fame and a Fellow of the Institute of Management Consultants—one of only two people holding both distinctions. His prolific work includes over 60 books, notably the bestseller "Million Dollar Consulting," now in its sixth edition. Weiss has taught at prestigious institutions including Case Western Reserve University and Boston College, and holds a Ph.D. in psychology.

Alan prefers the tried-and-true Dunkin' Donuts for his coffee.

His book recommendations include  Managing in Turbulent Times by Peter Drucker (https://www.amazon.com/Managing-Turbulent-Times-Peter-Drucker/dp/0750617039) and Andrea Gabor's The Capitalist Philosophers (https://www.amazon.com/Capitalist-Philosophers-Geniuses-Modern-Business/dp/0609808877).

Connect with Alan on LinkedIn at https://www.linkedin.com/in/alanweissphd

If you have any questions about brands and marketing, connect with Itir Eraslan on LinkedIn: https://www.linkedin.com/in/itireraslan/

Marketing scientist Carl Driesener joins the show for a mini-masterclass on brand growth based on research insights from the Ehrenberg Bass Institute, where he is an associate professor. He and Itir cover how brand equity should be measured through consumer research and category entry points, the benefits of the "pick any" method for measuring brand image, why brand loyalty is often overstated, and the real source of brand growth. The discussion covers topics like pricing power, mental and physical availability in marketing, and the importance of maintaining presence in both digital and physical retail environments. By the end, some marketing myths will be busted, and closely held assumptions challenged!

Carl Driesener has been at the Ehrenberg-Bass institute for over 15 years. He manages the Institute’s in-house tracking capabilities project and has conducted significant brand equity tracker and bespoke market research projects for a wide range of industries including packaged goods, financial services, IT and telecommunications, real estate, primary production suppliers, government departments, education and research, and grocery products.

His earlier research compared three different methods for measuring brand image and he has published in this area in the International Journal of Market Research. He has driven the Ehrenberg-Bass Institute’s commercial activities in the area of understanding the competitive set through NBD-Dirichlet and Duplication of Purchase analysis. Carl’s core areas of research expertise include buyer behavior, market modeling, and internet research. He has published in the Journal of Advertising Research, Marketing Intelligence and Planning, Journal of Business Research and the Journal of Brand Management.

Carl recommends the coffee at West Oak Deli in Adelaide (https://www.instagram.com/westoakhotel/?hl=en).

His suggested books are How Brands Grow by Byron Sharp and Daniel May (https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/1511383933) and Oliver Burkeman's Four Thousand Weeks: Time Management for Mortals (https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/0374159122).

Connect with Carl on LinkedIn at https://www.linkedin.com/in/drcarldriesener?originalSubdomain=au

If you have any questions about brands and marketing, connect with Itir Eraslan on LinkedIn: https://www.linkedin.com/in/itireraslan/

In the final episode of 2024, LinkedIn expert and B2B Growth Co founder Michelle J Raymond shares her thoughts on what shifts to expect on the platform next year, and how brands can prepare. On tap in today's discussion are the shift toward a pay-to-play model, the growing influence of Gen Z users, the downside of relying on AI for your LinkedIn content, and a lot more. Michelle emphasizes the need for company and individual brands to develop their unique voices and focus on emotional connectivity in all their content. Plus, jingle bells!

Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing, or social selling techniques. 

Michelle doesn't drink it herself, but makes coffee from Sydney's Coffee Alchemy coffee at home for her partner.

Her recommended book is one she cowrote with Michelle B Griffin, The LinkedIn Branding Book: https://www.amazon.com/LINKEDIN-BRANDING-BOOK-Personal-Exponential/dp/0645602906

Find Michelle on LinkedIn: https://www.linkedin.com/in/michellejraymond?originalSubdomain=au

If you have any questions about brands and marketing, connect with the host of this podcast, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan

Brand strategist Massimo Giunco rejoins the podcast to share his rare perspective on the current state and future of marketing. Drawing from his extensive 25-year experience at Nike, Giunco explores critical challenges facing the industry in 2024 and beyond, including the pervasiveness of the "too big to fail" digital marketing ecosystem, increasingly intrusive data extraction, and the immense power of generative AI. Although he has become less sure of the power of marketing to drive consumers to make better choices, his reflections provide a thought-provoking look at how marketers might reimagine their role in creating more sustainable, purposeful brand interactions.

Massimo worked for 25 years at Nike in various brand, marketing, and communications leadership roles. He is now helping other brands as a brand strategist and consultant.

Connect with Massimo on LinkedIn at https://www.linkedin.com/in/massimogiunco/

If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Do you struggle with distraction and multitasking? Do you have trouble setting goals? Do everyone else's lives just seem cooler than yours on social media?

In a departure from the usual marketing-related content, Itir welcomes her sister Defne Eraslan, a psychiatrist, for an in-depth exploration of mental health. The episode offers an intimate conversation about understanding psychological challenges, debunking myths surrounding mental disorders, and navigating modern psychological pressures. Defne provides professional insights into ADHD, social media's impact on mental health, and the complexities of psychiatric diagnoses, delivering a refreshingly personal and informative discussion. And stick around till the end for some good-natured sibling rivalry!

Defne's favorite cafe in Germany is Blumen Beetz: https://www.blumenbeetzshop.de/

Her recommended reads are Stolen Focus: Why You Can't Pay Attention by Johann Hari (https://www.amazon.com/Stolen-Focus-Attention-Think-Deeply/dp/0593138511) and Determined: A Science of Life without Free Will by Robert Sapolsky (https://www.amazon.com/Determined-Science-Life-without-Free/dp/0525560971/).

Connect with Defne Eraslan on LinkedIn: https://www.linkedin.com/in/defne-eraslan-a967691b5/

If you have any questions about brands and marketing, connect with the host of this podcast, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Tom Denford joins Itir to discuss the challenges and opportunities marketers face in working with media agencies, focusing on transparency, trust, and long-term strategy. They cover the complexities of the buyer-seller roles within agencies, the shift toward in-house media capabilities, and practical advice for smaller brands looking to work with the right agency. A key takeaway is the importance of not cutting corners on media investments, as the cheapest option often comes at the expense of quality and effectiveness. Whether you’re starting out or refining your approach, this conversation offers valuable insights for building strong media partnerships, understanding the importance of media quality in advertising, and how to unlock growth with the right media investments.

Tom is a leading advisor with over 20 years of experience in media and advertising, known for his strategic insights and thought leadership. Before co-founding ID Comms in 2009 with David Indo, he gained experience in media agencies and client-side marketing. ID Comms, which helps major brands like Walmart, T-Mobile, and Meta navigate digital transformation and optimize media investments, is recognized as the #1 Media Advisor by the World Federation of Advertisers and the #1 Best Place to Work in Marketing and Advertising. Tom is also an active mentor, contributor to industry publications, and conference speaker.

Tom is looking forward to having a coffee at a plaza in Paris or Italy next summer.

His book recommendations include:

• The Data Deluge: Making Marketing Work for Brands and People by Arun C. Kumar (https://www.amazon.com/Data-Deluge-Making-Marketing-Brands/dp/B0CRNC65BY)
• Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers by Raja Rajamannar (https://www.amazon.com/Quantum-Marketing-Mastering-Tomorrows-Consumers/dp/1400223954)
• A Marketer's Guide to Digital Advertising: Transparency, Metrics, and Money by Shailin Dhar and Scott Thomson (https://www.amazon.com/Marketers-Guide-Digital-Advertising-Transparency/dp/1398609668)

Connect with Tom Denford on LinkedIn: https://www.linkedin.com/in/tomdenford

If you have any questions about brands and marketing, connect with the host of this podcast, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/