We Built This Brand

An all-new episode of We Built This Brand? Sounds Fun! Chris talks with Alex Gangi, Partner, COO, and Head of Production at Sounds Fun, a creative studio known for its embrace of innovative marketing strategies. Alex shares how his passion for film morphed into leading production at a top agency with top-tier clients. Highlights in his career so far include the Coca-Cola Creations campaign and Lenovo's Make Space initiative. Chris and Alex also examine what goes into merging technology and storytelling, the challenges and joys of working with emerging tech like AI and AR, and the creative process behind bringing unique marketing campaigns to life. Who knew staying ahead of the curve in marketing could sound so fun?

Show Highlights

• (0:00) Intro
• (1:17) Alex's background before Sounds Fun
• (6:46) How does Alex match the right creatives to the right clients
• (9:01) The origins of Sounds Fun and working with Coca-Cola
• (16:42) How Sounds Fun got its name
• (17:57) The moment of validation for Sounds Fun
• (24:57) Launch your podcast with HumblePod!
• (25:37) What emerging technologies is Alex excited for?
• (30:18) The rapid pace of advancements in GenAI tech
• (35:54) The current state of AR in marketing
• (40:43) Alex's current favorite brand
• (45:18) Where you can find more from Alex

About Alex Gangi
Alex Gangi is a creative producer focused on the unconventional, innovative and exceptional. With over 15 years of experience turning bold ideas into culture-moving content, he's led groundbreaking productions across AI, AR, future technologies, social, digital, and live action for some of the world’s biggest brands—including Coca-Cola, Amazon, McDonald’s, P&G, and more. He’s created everything from AI-powered time machines to augmented reality concerts on cans.

Links

• Sounds Fun: https://www.soundsfun.co/
• Sounds Fun on LinkedIn: https://www.linkedin.com/company/sounds-fun-creative-studio/
• Alex Gangi on LinkedIn: https://www.linkedin.com/in/alexgangi/
• Alex’s website: https://www.alexgangi.com/
• Neural Viz: https://www.youtube.com/@NeuralViz
• Unanswered Oddities and The Monoverse: https://www.youtube.com/watch?v=RF5iwsUef9o&list=PL14oiCokyIUWhPgCJej67myAN1n8umIap

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Nothing inspires imagination quite like a spaceship. On this episode, Chris talks with Lizz Behler, the Senior Vice President of Brand and Offerings at SPCSHP. Lizz opens up about her background and how it led her on the journey to helping rebrand the former Big Spaceship (and why the new name has no vowels). As a big fan of creative problem-solving, she shares how she uses it as a tool to work with clients and as a way to foster growth within her own teams. Lizz also tells us her philosophy on social media and how most people are getting it wrong in today’s marketing climate. So strap in, prepare for liftoff, and spend the next 45 minutes hearing insights that are out of this world!

Show Highlights

• (0:00) Intro
• (1:45) Lizz's professional background prior to SPCSHP
• (3:22) Rebranding Big Spaceship to SPCSHP
• (9:03) Lizz's approach to working with brands
• (12:02) How empathy plays into Lizz's work
• (13:01) How did the SPCSHP rebrand impact the company?
• (17:42) What "creative problem solving" means to Lizz
• (22:36) How Lizz uses creative problem solving
• (25:42) Launch your podcast with HumblePod!
• (26:19) How Lizz keeps her team growing and inspired
• (29:48) What Lizz does to stay inspired
• (35:49) What's top of mind for Lizz in the industry
• (40:58) What brand does Lizz admire right now?
• (47:34) Where you can find more from Lizz and SPCSHP

About Lizz Behler

Lizz is charged with taking clients to fresh, strategically sound places to drive business impact, which earned her key positions at Huge, IPG Mediabrands, Global Team Blue, Campbell Ewald and Big Spaceship. She started in the business as a Digital Art Director, graduated from the College of Creative Studies, which has placed creative problem solving at the core of her work.

In her spare time, Lizz enjoys sailing, traveling, and spending quality time with her fiancé and two daughters.

Links

• SPCSHP: https://www.spcshp.com/
• SPCSHP on Instagram: https://www.instagram.com/spcshpagency
• SPCSHP on LinkedIn: https://www.linkedin.com/company/spcshp/
• Lizz Behler on LinkedIn: https://www.linkedin.com/in/chocolaterazor/

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For some people, it’s very hard to hold on to sentimental jewelry from former relationships. In some cases, it’s even harder to let those pieces go if they finally decide to sell them. On this episode, Chris is joined by Brittany Lacey and Stephanie Burset, the founders of For Richer Jewelry. The pair takes a unique approach to reselling jewelry, marketing the value of 'pre-loved' engagement rings. Their business is helping to revolutionize the industry by empowering consumers to buy and sell jewelry on their own terms. Throughout the interview, you’ll hear about their triumphs of starting a business without a traditional storefront, the importance of consumer research, and their vision for the future of For Richer Jewelry. Not only was this a gem of a discussion, but it also provides some valuable lessons for anyone interested in sustainable business practices.

Show Highlights

• (0:00) Intro
• (2:12)The origins of For Richer Jewelry 
• (5:39) Breaking down the idea behind For Richer Jewelry
• (8:16) Growing For Richer from scratch as an online-only storefront
• (10:57) The idea behind "pre-loved rings"
• (13:10) How the buying process works with For Richer
• (15:09) Chris's experience buying his wife's engagement ring
• (18:33) Has For Richer ever had to take back any jewelry that they've listed for sale
• (19:48) Launch your podcast with HumblePod!
• (20:28) What does the future of For Richer look like?
• (23:17) What's top of mind for Brittany and Stephanie in the jewelry industry
• (26:13) How For Richer works with their photographers
• (32:06) What brands do Brittany and Stephanie admire the most right now?
• (35:36) Where you can find more from For Richer Jewelry

About For Richer Jewelry

Stephanie Burset and Brittany Lacey met in 2019 working on the brand management team at a direct-to-consumer start-up in Nashville, TN. They each have more than a decade of consumer goods and brand management experience. Their strong brand backgrounds have led them to consider consumer pain points in everything they experience. When faced with the challenge of how to re-sell wedding jewelry, they used their GM-mindset backgrounds to found For Richer, an online jewelry resale platform which strives to take the stigma out of reselling wedding and engagement rings.

Links

• For Richer’s website: www.forricherjewelry.com.

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• (00:00) - Intro

What’s your brand’s vision? Does your brand even have a vision? In this enlightening episode, Chris chats with Sunny Bonnell, CEO and Co-Founder of Motto, for an engaging discussion on visionary leadership and brand culture. Sunny shares her inspiring entrepreneurial journey, which began with a bold leap out of vet school and into the world of branding with just $250. Throughout their conversation, Sunny emphasizes the critical role of aligning brand vision and culture within organizations and discusses how effective leadership can nurture innovation and employee empowerment. Through recounting pivotal moments in her career, Sunny provides valuable lessons for any aspiring leader looking to make a significant impact. By the end of this interview, you know how to execute the vision of your brand and company as a whole.

Show Highlights

• (0:00) Intro
• (1:57) Sunny’s background and the origins of Motto
• (3:50) What’s behind Motto’s name?
• (5:35) Growing (and moving) Motto
• (10:28) Sunny’s moment of validation for Motto
• (16:16) The importance of good leadership behind a brand
• (23:44) Launch your podcast with HumblePod!
• (24:25) Why you need to lead by example with your brand
• (30:35) How do you develop visionary leadership
• (33:35) Defining your company’s vision
• (38:13) What you can do to become a better visionary leader
• (42:57) What brand does Sunny admire the most right now?
• (47:12) Where you can find more from Sunny and Motto

About Sunny Bonnell

Sunny Bonnell is a visionary leadership and brand expert and the visionary Co-founder and CEO of Motto®, a strategic brand transformation agency helping the world's most innovative companies advance into their next era, and the bestselling author of the Rare Breed, A Guide to Success for the Defiant, Dangerous, and Different and the forthcoming book, The Little Book of Big Ideas. Sunny was recognized with the prestigious 2024 Thinkers50 Radar Award, in partnership with Deloitte, spotlighting her as a seminal thinker whose ideas are shaping the future of business. Her strategic insight and creative prowess have benefited an impressive roster of clients including Virgin, Google, Microsoft, Minnesota Vikings, NFL, Hershey’s, Legendary Digital, Disney, Twentieth Century Fox, Klaviyo, Andela, Goodnotes, Hopscotch, Hello Alice, and many more. SWAGGER named her a ‘Visionary Brand Icon’ and has graced lists such as Top 30 Global Gurus in Brand, GDUSA's Top 25 People to Watch, and the Webby Awards. Sunny is also an internationally acclaimed keynote speaker for organizations like MasterCard, Microsoft, Dale Carnegie, Fast Company Innovation Festival, Inc., and Inspiring Workplaces. 

Links

• Sunny on LinkedIn: https://www.linkedin.com/in/sunnybonnell/
• Motto’s website: https://wearemotto.com/
• Motto’s Instagram: https://www.instagram.com/wearemotto
• Motto on LinkedIn: https://www.linkedin.com/company/motto/
• Rare Breed: A Guide to Success for the Defiant,
  Dangerous, and Different: https://wearemotto.com/book
• Motto’s VisionCamp: https://wearemotto.com/visioncamp 
• “How Jordan Peterson's Suits Taught Me Fashion”: https://www.youtube.com/watch?v=LpHFcylNGqg 

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Are you ready to go down the rabbit hole? In this episode, Chris Hill chats with Greg Bellinger, the Co-Founder and CEO of White Rabbit Group. Greg’s been honing his craft since high school. Teaching himself to code and build websites in college, he’s now a successful entrepreneur who’s worked with folks like FedEx, Instacart, and even The Game Awards. Greg and Chris discuss the origins and growth of his development of White Rabbit, and why they focus on hiring full-time employees and maintaining a strong company culture. If you have that DIY mentality, Greg’s story is sure to inspire you to continue working towards your goals and build your own brand!

Show Highlights

• (0:00) Intro
• (1:58) Greg's background prior to White Rabbit Group 
• (5:00) What led Greg to founding White Rabbit
• (6:55) Why White Rabbit was intent on hiring full-time employees
• (10:28) How Greg and his partner started White Rabbit Group
• (13:08) Greg's moment of validation for White Rabbit's development
• (17:58) What’s behind the White Rabbit Group name?
• (19:57) Launch your podcast with HumblePod!
• (20:37) The magic of technology and working for The Game Awards
• (22:19) Handling The Game Award with headless development
• (27:35) Other work White Rabbit has done over the years
• (28:36) What's top of mind for Greg in 2025
• (32:57) What brand does Greg admire right now?
• (38:42) Where you can find more from Greg and White Rabbit Group

About Greg Bellinger

Greg Bellinger is the Co-Founder and CEO of White Rabbit Group, a web and mobile development agency with a fully in-house team of nearly 100 employees across three countries. His passion for technology began in childhood, leading him to hand-code his first websites in 2008. In 2016, he co-founded White Rabbit Group, building it into a trusted development partner for world-class agencies and creatives. Under his leadership, the company has earned a reputation for delivering high-quality digital solutions while fostering a close culture of technical experts.

Links

• White Rabbit Group: https://whiterabbit.group/
• White Rabbit Group on LinkedIn: https://www.linkedin.com/company/white-rabbit-group-inc/
• Greg on LinkedIn: https://www.linkedin.com/in/greg-bellinger/
• Greg’s weekly newsletter: https://the-weekly.beehiiv.com/

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Why go to the store when you can buy from the comfort of your couch? In this episode, Chris chats with Eitan Koter, Co-Founder and Co-CEO of Vimmi, a trailblazing company in video technology and e-commerce solutions. Eitan shares his journey from video compression to founding Vimmi and explains how his business helps brands monetize video content. Chris and Eitan also discuss the reason you’d bootstrap your company, the convergence of media and commerce, and the role of AI in the future of video marketing. Whether you're an entrepreneur or marketing professional, this episode will help you see that you should be thinking of harnessing the power of video for business growth.

Show Highlights

• (0:00) Intro
• (1:42) Eitan's background and the origins of Vimmi
• (5:01) What inspired Eitan to launch Vimmi
• (8:07) The bootstrapping behind Vimmi
• (12:40) The moment of validation for Vimmi
• (16:26) Who is Vimmi's primary target customer?
• (23:37) Launch your podcast with HumblePod!
• (24:19) How Vimmi navigates the differences in social media platforms
• (27:13) Chris's livestream fails and how to be authentic with your product/content
• (31:45) Why we make impulse purchases
• (34:10) Eitan's thoughts on the future of video and e-commerce
• (41:03) Where you can find more from Eitan and Vimmi

About Eitan Koter

Eitan Koter is the Co-founder and Co-CEO of Vimmi, a leading video commerce SaaS company providing multi-channel shoppable video and live shopping solutions to brands and retailers. With two decades of experience in startups and public companies, including a NASDAQ IPO, Eitan is a thought leader in video commerce, digital marketing, social commerce, and startup bootstrapping. He frequently speaks about futuristic immersive digital experiences and the convergence of media and commerce. As the host of the "Mastering eCommerce Marketing" podcast, he interviews brands, retailers, industry leaders and tech companies, sharing his thought leadership in video and e-commerce, drawing on his extensive industry experience.

Links

• Vimmi: https://vimmi.net/
• Eitan on LinkedIn: https://www.linkedin.com/in/eitankoter/
• We Built This Brand - “Finding the Empathy in Data with Ian Baer”: https://www.webuiltthisbrand.com/37

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How do you use your voice? In this episode of We Built This Brand, Chris is joined by Israel Duran, an expert in public speaking, to discuss the transformative power of effective communication. Israel shares his journey from a background in cybersecurity to becoming a renowned speaker, driven by a life-altering car accident. Through insightful anecdotes and practical advice, Israel breaks down his "Service of Speaking" framework and emphasizes the importance of having a clear message, authentic brand, and impactful presence. The conversation also highlights the significance of utilizing platforms like podcasts to refine and broadcast one's message, ultimately helping entrepreneurs and leaders elevate their brands and achieve greater success.

Show Highlights

• (0:00) Intro
• (1:53) Israel's background prior to the Service of Speaking
• (2:55) The car accident that changed Israel's life
• (6:59) How Israel got started in public speaking
• (9:43) Ways Israel landed his first speaking gigs
• (11:32) What Israel provides through the Service of Speaking
• (13:50) Treating a podcast as a stage
• (18:32) Dan Kennedy and No B.S. Marketing To the Affluent
• (20:05) Launch your podcast with HumblePod!
• (21:20) How does Service of Speaking work?
• (22:50) Why Israel thinks speaking is the highest level of service
• (25:39) Israel's tips for branding as a public speaker
• (29:57) The moment of validation for Israel with Service of Speaking
• (35:25) What's Israel’s favorite brand right now?
• (37:19) Where you can find more from Israel

About Israel Duran

Israel Duran is in high demand as a business growth partner, speaker, and trainer, where he focuses on empowering his students, clients and partners in the areas of business, money and speaking. As an inspirational speaker, Israel has empowered thousands of purpose-driven entrepreneurs all over the world. His vision is to help Purpose-Driven Leaders leverage their expertise and knowledge to create and scale profitable businesses that impact individuals, businesses, and the world.

Links

• Isarel’s website: israelduran.com
• No B.S. Marketing To the Affluent: https://www.amazon.com/No-B-S-Marketing-Affluent-Prisoners/dp/1599181819

Start a podcast with HumblePod!
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When doing marketing research, you need to remember that there are people behind the data. If anyone understands this, it’s Ian Baer, Founder and CEO of Sooth. During his conversation with Chris, Ian shares his opinions on the evolving landscape of marketing, emphasizing the importance of emotional connection and storytelling in an era where consumers make faster decisions with less information. They also discuss Ian's journey and why brands need to master the art of connecting emotionally with the audience. If you’re in the industry and feel like you’re stagnating, Ian’s outlook provides a fresh perspective that will help allow you to adapt to today’s industry needs.

Show Highlights

• (0:00) Intro
• (2:02) How Ian started his career
• (5:02) Why you should think through the emotional component of marketing
• (9:26) Why marketers are struggling to remain effective in today's landscape
• (11:16) Chris's journey into fly fishing and how it relates to the state of marketing
• (15:57) The history of Sooth
• (17:56) How brands can become empathetic with data
• (23:03) Launch your podcast with HumblePod!
• (23:44) Pulling in behavioral habits during marketing research
• (26:40) Are today's marketing investments worth the money?
• (29:35) B2B marketing and the move towards permission-based campaigns
• (33:12) Ian's first moment of validation with Sooth
• (40:21) What's Ian's favorite brand right now?
• (45:04) Where you can find more from Ian

About Ian Baer

Ian Baer, Founder and Chief Soothsayer, has been solving marketing’s greatest challenges for over three decades. He has spent his career helping major brands achieve extraordinary success and challenger brands box above their weight class in leadership roles with Publicis Groupe, TBWA, Rapp, Deutsch and others, and was named to Campaign US’ Digital 40 Over 40.

A prominent thought leader all aspects of marketing, Ian has spoken at conferences for the 4A’s, the DMA, PMA, OMMA, ITVT, Ad Age, and Adweek among others. He has appeared on NewsNation, Fox and numerous podcasts discussing trends in consumer behavior. In addition to founding sooth in 2023, Ian is the brand storytelling practice lead for Kestrel Consultants and sits on the Ithaca College Customer Experience Board.

Links

• Sooth: https://www.soothbetold.com/
• Ian on LinkedIn: https://www.linkedin.com/in/ianbaer/
• “The New Science of Customer Emotions”:https://hbr.org/2015/11/the-new-science-of-customer-emotions

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A good marketing campaign can help a brand charge forward. Chris sits down with Michelle Fischer, Group Creative Director at Battery. As a full-service creative and media advertising agency, Battery has worked with a who’s who of clients, and you’ve seen their work with The LA Clippers, Netflix, and PUBG. Michelle walks us through Battery's unique storytelling approach to branding while touching on a childhood favorite of Chris’s, the (Mighty) Anaheim Ducks. So strap in if you’re looking for a way to get cinematic with your advertising (or want a quick lesson in “farmcore“).

Show Highlights

• (0:00) Intro
• (1:38) Michelle's career background
• (4:04) Why Michelle chose to become a Creative Director over copywriting
• (6:04) Getting led to Battery
• (10:02) Who does Battery work with
• (11:34) The meaning behind Battery's name
• (14:26) Breaking down Battery's model
• (17:39) Working with the Anaheim Ducks on a rebrand
• (21:29) Infusing hometown pride into the Anaheim Ducks rebrand
• (23:42) Launch your podcast with HumblePod!
• (24:22) Handling the rebranding campaign
• (27:32) Helping Land O'Lakes reclaim "farm core"
• (31:54) What's important to Michelle in the marketing world right now
• (33:35) What Michelle thinks the future of advertising looks like
• (35:53) What brand does Michelle admire the most right now?
• (41:55) Where you can find more from Michelle and Battery

About Michelle Fischer

Michelle Fischer is an LA-based Creative Director and Writer. She strives to create work that's unexpected, emotional, and culturally relevant.

She has 17+ years of experience in crafting stories, building brands, designing interactive experiences, winning business, and leading projects for world's top companies such as Google, Hulu, 72andSunny, Deutsch, Venables Bell & Partners, AKQA, Y&R, and Duncan Channon.

When she’s not working, Michelle is still learning—whether it’s trying to raise a little human, nerding out on podcasts, traveling out of her comfort zone, or attempting the Marie Kondo method.

Links

• Battery: https://www.batteryagency.com/
• Michelle on LinkedIn: https://www.linkedin.com/in/michelle-fischer-5683804/

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You wanna go Big? In this episode of We Built This Brand, Chris sits down with Shannon Harris, the Executive Creative Director at Big Com.

Her career highlights include working on campaigns for everyone from Google Fiber to Bayer. Born, raised, and working in the Cotton State, Shannon and Big Com recently launched the SEEK AL​ campaign, highlighting her lifelong home.

During their chat, Shannon and Chris explore why creative design thinking and taking risks are important when brand building. Speaking of creativity, did you also know that marketing is “advanced make believe?”

 Listen to our conversation with Shannon to find out how.

Show Highlights

• (0:00) Intro
• (1:21) Shannon’s career background
• (5:11) Where does “Big Com” come from?
• (7:09) How Shannon's daughter helps keep her inspired professionally
• (10:25) How Big Com takes risks to get big brands noticed
• (12:58) Reflecting on Millennials' lifetime of unprecedented times
• (15:30) Big Com's work with the state of Alabama
• (17:53) Shannon's process behind her design thinking
• (21:01) Launch your podcast with HumblePod!
• (21:43) Using graphic design skills in an advertising space
• (25:54) The art of carefully addressing feedback with your clients
• (28:20) Why you shouldn't put seagulls in someone else's painting
• (30:24) The reason We Built This Brand exists
• (32:29) What's Shannon looking forward to in 2025
• (33:21) What brand does Shannon admire the most right now?
• (39:21) Where you can find more from Shannon and Big Com

About Shannon Harris

Shannon Harris is the Executive Creative Director at Big Com, leading award-winning creative and crafting brand identities across industry verticals including tech, healthcare, retail, economic development, and CPG, among others. Shannon has partnered, and driven results with Google Fiber, Texas Children’s Hospital, FedEx, UAB Callahan Eye, DoorDash, Taziki’s, Moore’s Marinades, and Bayer Properties. As a founding chairperson of Big Com’s Culture Club, as well as its mentorship program, Big Growth, she also remains invested in creating opportunities for growth and development across the agency. She’s cracked the code on how to market everything from retail to healthcare, rewiring the way our clients think about their audiences and creating iconic campaigns

Links

• Big Com: bigcom.com
• Shannon on LinkedIn: https://www.linkedin.com/in/shannonharris-cd/

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