What separates brands that fade away from those that command premium prices and loyal customers for decades? In this conversation, global brand strategist Fatima Saliu shares hard-won lessons from repositioning legacy brands at Meta, Coca-Cola, Johnson & Johnson, and Disney—and how those same principles apply whether you're a Fortune 500 company or a bootstrapped startup.

You'll discover why brand awareness and brand equity aren't the same thing, the critical difference between renovation and reinvention, and why expanding too fast might be the worst "good problem" to have. Fatima also shares the remarkable story of how consumer insights transformed KY Jelly from a hidden, embarrassing product into a category that tripled in size within a year—and what that teaches us about creating valuable experiences instead of just solving problems.

Timestamps:

00:00 Introduction and Guest Welcome

00:55 Fatima's Current Work and Insights

02:00 Challenges in Small vs. Large Brands

05:16 Brand Strategy at Meta

10:06 Product Innovation and Consumer Insights

16:58 Reinventing KY Jelly at J&J

25:48 The Importance of Brand and Experience

30:29 The Power of Brand Experience

33:05 User Journey and Holistic Experience

34:56 Challenges with AI and Overexpansion

37:43 Case Studies: Kava and Slutty Vegan

41:11 Investor Expectations and Realistic Goals

44:13 The Role of Marketers as Business Co-Creators

49:38 Rapid Fire Questions and Insights

52:50 Final Thoughts and Farewell

Follow Jim DiPiazza and Fatima Saliu:

Connect with Jim DiPiazza: 

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

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

Connect with Fatima Saliu: 

LinkedIn: https://www.linkedin.com/in/fatima-s-aa01113/ 

Commercial director Jordan Brady reveals why brands are bypassing agencies and working directly with directors who can package entire productions. After 27 years directing for everyone from Toyota to KFC, Jordan shares how trust-based relationships, bulk production deals, and the "AI sandwich" technique are revolutionizing commercial production, while cutting timelines and costs dramatically.

In this episode, you'll discover why the triple-bidding process is dying, how to create authentic founder documentaries that drive real subscriptions, and why Jordan believes practical puppets beat expensive CG every time. Whether you're a CMO building an in-house creative team or a founder wondering if you need an agency at all, Jordan's insights on packaging, efficiency, and authentic storytelling will change how you think about branded content.

Timestamps:

00:00 Introduction and Guest Welcome

00:45 Jordan Brady's Journey to Directing

02:29 Founding True Gent

04:18 Evolving Creative Landscape

15:15 Crafting Content with Soul

17:01 The Power of Authentic Storytelling

24:14 AI in Filmmaking

30:04 The Charm of Practical Effects

31:11 The AI Sandwich Technique

33:35 Hyper-Personalized CEO Content

38:46 The Future of Filmmaking and Brand Collaboration

43:42 Packaging Production for Efficiency

49:28 Trust and Confidence in Creative Partnerships

53:43 Lightning Round and Final Thoughts

Follow Jim and Jordan:

Connect with Jim: 

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

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

Connect with Jordan: 

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

Website: truegent.tv/ 

Before most brands understood the loneliness epidemic, robot romance, or AI disruption, futurist Kimberly Bates was already mapping their trajectory, often a decade ahead. In this episode of What's The Big Idea, Kim shares how she predicted bottled water's rise at Coca-Cola, pioneered the "Alone Together" insight for Hyundai, and coined the B2R2C (Business to Robot to Consumer) framework that's now reshaping customer journeys. She breaks down the difference between trends and foresights, explains why "facts get you indexed but emotions get you chosen," and reveals the three-part optimization strategy brands need now: SEO, AIO, and EEO (Emotional Engine Optimization). Whether you're a scrappy startup or a billion-dollar brand, Kim's insights on future-proofing through human connection, audio psychology, and mood care will fundamentally shift how you think about marketing's next evolution.

Timestamps:

00:30 Meet Kim Bates: The Futurist and Marketing Strategist

01:28 Kim's Early Career and Insights

03:32 The Bottled Water Prediction

04:55 Telecom Industry and Teen Insights

09:38 Defining Futurism vs. Brand Strategy

11:23 The Power of Insights and Trends

18:42 Futurism in Practice

25:37 The Loneliness Epidemic and Robot Romance

34:30 Interactive AI Experience

35:12 The Future of Audio UX

37:30 Mood Hacking and Self-Care

40:44 AI and Emotional Optimization

44:28 Building Trust with AI

52:21 B2R2C: Business to Robot to Consumer

58:42 Future-Proofing Your Brand

01:01:25 Rapid-Fire Questions and Insights

Follow Jim and Kim:

Connect with Jim: 

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

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

Connect with Kim: 

LinkedIn: https://www.linkedin.com/in/kimberlybates1/

Website: https://www.futurecaster.co/

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/

Hosted by Jim DiPiazza, a veteran creative marketing executive and founder of Area of Expertise, What’s the Big Idea? unpacks the bold decisions, brand pivots, and creative plays that fuel real business growth. Jim speaks with founders, CMOs, and brand leaders from companies in transition—those scaling fast, repositioning, or seeking breakout visibility—about the marketing moments that made a difference. If you’re a growth-stage brand tired of funnel jargon and ready for strategic clarity, this is your new go-to listen.