What's Your Process?

Gwen Lafage has spent her career convincing people that brand is more than decoration. Then Sinch acquired its way to 22 brands, and she had to turn them into one company that looks, sounds, and acts like it was built that way.

On this episode of What's Your Process?, Gwen breaks down what to assess before you rebrand an acquired company, how Mailgun moved from its own brand to part of the Sinch family without losing its developer audience, why the consolidation took about four years, and how to build the templates and tools that keep a rebrand alive after launch day.

Gwen is the VP of Marketing, Global Content and Integrated Campaigns at Sinch, a communication infrastructure company behind messaging, calls, and email.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/what-happens-to-a-brand-after-you-acquire-it

Kathy Guillory walks into marketing chaos for a living, and she loves it. She calls herself half Dr. House, half Sherlock Holmes.

On this episode of What's Your Process?, Kathy breaks down the marketing audit she runs for multi-location businesses. She explains why she needs the keys on day one, why your budget says more about your priorities than your plan does, and how she scores everything she finds so the fixes happen in the right order.

Kathy is the founder of Belle Bear Marketing, a fractional CMO consultancy for multi-location businesses, and the author of the children's book The Adventures of Belle Bear.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/diagnosing-whats-actually-broken

Charlie Riley has built a career on being the first marketer in the building — and on earning the trust marketing needs to actually work.

On this episode of What's Your Process?, Charlie breaks down how to tell whether a company will respect marketing before you take the job, why the listening tour and a few quick wins matter more than a big day-one plan, and how to turn internal buy-in into a strategy the whole company owns. Plus: why B2B marketers should take a second look at out-of-home advertising.

Charlie is the VP, Marketing at InsurePay, a payments platform built for the insurance industry. This conversation was recorded while he led marketing at OneScreen.ai, an out-of-home advertising platform.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/earning-marketing-buy-in

Meghan Keaney Anderson has built her career at the intersection of product marketing and brand storytelling — first at HubSpot, and now as Head of Product Marketing & Communications at Watershed, the enterprise sustainability platform.

On this episode of What's Your Process, Meghan breaks down how she finds the human story inside a product launch, why every function needs a problem statement instead of a pre-built plan, how to handle a launch that gets upended at the last minute, and why she thinks in 90-day windows instead of single launch-day moments.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/product-stories-that-feel-personal

Dave Gerhardt built a career on getting people's attention. A self-proclaimed world-class copywriter, not because the writing is pretty, but because he knows how to get a point across.

On this episode of What's Your Process?, Dave breaks down his actual writing process: where he starts before typing a word, why he doesn't believe in writer's block, how he decides how much a piece of writing deserves to be sweated over, and why he'd rather ship something imperfect than sit on it forever.

Dave is the Founder of Exit Five, the community, content, and events company for B2B marketers.

Full show notes, links, and the video version: thecreativebrand.io/whats-your-process/getting-peoples-attention

Season 1 of What’s Your Process? is in the books and I wanted to share some of my favorite pieces of advice from the past 13 episodes.

Check out some quick takeaways from marketing leaders like:

• Jess Cook, https://www.linkedin.com/in/jesscook-contentmarketing
• Ross Simmonds, https://www.linkedin.com/in/rosssimmonds
• Eddie Shleyner, https://www.linkedin.com/in/eshleyner
• Tas Bober, https://www.linkedin.com/in/tasbober
• Katie Penner, https://www.linkedin.com/in/kathrynpenner
• Bill Macaitis, https://www.linkedin.com/in/bmacaitis
• Chris Bogue, https://www.linkedin.com/in/chris-bogue
• Mason Cosby, https://www.linkedin.com/in/masoncosby
• Brandon Jeffs, https://www.linkedin.com/in/brandohires
• Christina Garnett, https://www.linkedin.com/in/christinamgarnett
• Nish Patel, https://www.linkedin.com/in/nishp/
• Lashay Lewis, https://www.linkedin.com/in/lashaylewis
• Melissa Rosenthal, https://www.linkedin.com/in/melissarosenthal5

There’s plenty of more advice and processes across all of their episodes. All of which are live now!

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/how-to-see-whats-next

▶️ Youtube: https://youtube.com/@thecreativebrand_io

🎧 Spotify: https://open.spotify.com/show/6XqhRqbtMSAvj8Pl7TZF2x?si=blZ96u2kTumhgbpITszL7w

🍎 Apple Podcasts: https://podcasts.apple.com/us/podcast/whats-your-process/id1790102195

Whose process do you want to hear about in Season 2? Let me know in the comments!

It's the season one finale of "What's Your Process?" and yes... we're wearing mullets!

Melissa Rosenthal (Co-Founder, Outlever) teaches us all about disruption and being on the cusp of what's next. From employee #10 at BuzzFeed to Cheddar to ClickUp and now, as Co-Founder of Outlever, Melissa has proven time and again her ability to spot where the industry is headed and how to stay ahead as everything around us changes.

Melissa discusses the impact personal branding has had, how AI will shape the job market, and the power of combining technology with human relationships. She also reveals her thoughts on creating a sustainable competitive advantage and how you can do it too. 

The Process:

0:00 Intro + wait… are those mullets?

3:21 What is one thing you’re world class at?

10:00 Look around and trust your gut

17:25 Start building and do what you can

23:12 AIs effect on what’s next

29:50 What’s your moat?

36:44 What’s next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/how-to-see-whats-next

▶️ Youtube: https://youtu.be/A4iYLQsrFyM

🎧 Spotify: https://open.spotify.com/episode/5LqTysb5JIstIuMyTzwrCv?si=3a84a1a99ef240d2

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/how-to-see-whats-next-with-melissa-rosenthal/id1790102195?i=1000704538369

👤 Melissa's Linkedin: https://www.linkedin.com/in/melissarosenthal5/

🌐 Outlever: https://www.outlever.com/

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

🫰 OhSnap!: https://ohsnap.agency

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process?: https://www.thecreativebrand.io/whats-your-process

When it comes to BOFU (you know, bottom of the funnel) marketing, there's no one better than Lashay Lewis (Founder of BOFU.ai). In this episode, Lashay shares her approach to building a BOFU strategy that converts and gives us a sneak peek into how she runs her business too.

Discover how Lashay's innovative process—including her custom-built dashboard and dynamic frameworks—has revolutionized the way she approaches content creation and client management. We cover everything from getting everyone aligned to repurposing and even how you're still sleeping on live chat.

The Process:

0:00 Intro + Gamifying your life

9:47 What is one thing you’re world class at?

10:10 Make sure your internal team is aligned

24:47 BOFU keyword research

35:37 Article creation

43:15 What’s next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/building-a-bofu-strategy

▶️ Youtube: https://youtu.be/jvGqdcYkMPo

🎧 Spotify: https://open.spotify.com/episode/2RpAVlly8CWKmeHaz56Fxx?si=8cb2ab1b83bd40cf

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/building-a-bofu-strategy-with-lashay-lewis/id1790102195?i=1000703678755

👤 Lashay's Linkedin: https://www.linkedin.com/in/lashaylewis/

🌐 BOFU.ai: https://bofu.ai/

🌐 Content Dashboard: https://authorityplug.com/content-dashboard

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

🫰 OhSnap!: https://ohsnap.agency

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process?: https://www.thecreativebrand.io/whats-your-process

You ever wonder how some people get what they want out of a conversation? In this episode of What's Your Process?, Nish Patel (TomorrowWithNish.com), host of the CreativeOps and Prompting Humans podcasts, shares how curiosity-driven conversations can shape our future.

Nish talks about the importance of being insatiably curious, thinking through the value of different ideas, and how to break free from societal expectations. He argues that as AI accelerates the pace of innovation and commoditization, our ability to have purposeful conversations will become increasingly crucial. He also claims we're gonna love meetings in 5 years! You're not gonna wanna miss this one.

The Process:

0:00 Intro + Why Nish is grateful for his disability

10:30 What's one thing you're world class at?

15:40 Be insatiably curious

23:31 Think through the value of your ideas

32:57 Stop trying to be enough for the system

38:08 What's next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/creating-conversations

▶️ Youtube: https://youtu.be/HfRANfkg9J0

🎧 Spotify: https://open.spotify.com/episode/0GlCdgyXCIyW8SBDtejKlx?si=b7c1cc5db66f4e01

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/creating-conversations-with-nish-patel/id1790102195?i=1000702810583

🌐 Double Diamond: https://uxdesign.cc/how-to-solve-problems-applying-a-uxdesign-designthinking-hcd-or-any-design-process-from-scratch-v2-aa16e2dd550b

👤 Nish's Linkedin: https://www.linkedin.com/in/nishp/

🌐 TomorrowWithNish: https://www.tomorrowwithnish.com/

🎧 CreativeOps Podcast: https://open.spotify.com/show/2ZxHMWZMZmTLNXboqx6hPZ?si=fdb415ed685b4661

🎧 Prompting Humans Podcast: https://www.youtube.com/playlist?list=PLnmvKlkbr8BoRIe7gt818VyTH7Z17_-Ro

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process: https://www.thecreativebrand.io/whats-your-process

Dive into the world of professional networking with Brandon Jeffs, Director of People and Talent at TLDR and host of The RevolTA podcast. Brandon tells us about life as a "professional dot connector,'" sharing how networking can open doors to incredible opportunities.

Whether you're an introvert or extrovert, you'll learn practical strategies for effective networking like how to leverage LinkedIn, understanding your own motivations, and what it means to show up for your network. If you're looking to get better at meeting people and getting what you want, check this one out.

The Process:

0:00 Intro and Dot Connecting

8:14 What is one thing you're world class at?

11:21 Understand your motivations

26:40 Show up

36:28 What's next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/how-to-network

▶️ Youtube: https://youtu.be/aSSBD_62P6o

🎧 Spotify: https://open.spotify.com/episode/7KlmKVY2qFiT6thLKoQEyQ?si=89665bbf97a94dbb

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/how-to-network-with-brandon-jeffs/id1790102195?i=1000701814003

👤 Brandon's Linkedin: https://www.linkedin.com/in/brandohires/

🌐 TLDR: https://tldr.tech/

🎧 RevolTA Podcast: https://open.spotify.com/show/0HS4AlUh90jnX5y7OijO0H?si=f9045c463d07418b

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process: https://www.thecreativebrand.io/whats-your-process