Marketing Vanguard

How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.

What You'll Learn:
How to refresh iconic brand characters while preserving core equity
Why "living your brands" is an organizational imperative, not just a marketing function
The measurement system that connects marketing investment to business outcomes
How to capitalize on viral moments and cultural momentum without losing authenticity
Why sustainability messaging shouldn't drive your brand positioning (even when consumers care)
How to architect a modern marketing organization that balances internal capabilities with external partnerships

Hosted on Acast. See acast.com/privacy for more information.

Creative scrappiness can take brands where no one else has ever gone before - that’s BodyArmor’s story and we’re diving deep into it on the latest episode of the Marketing Vanguard podcast. Tune in as the brand’s CMO, Tom Gargiulo, opens up the pages of his playbook on succeeding as a challenger brand. From how to build winning athlete partnerships and leverage unconventional media channels for outsized ROI to executing a brand rebirth that resonates with both consumers and retail partners, this conversation is packed with actionable insights on punching above your weight in the CPG space and coming out on top.

What You'll Learn:
How to build a disruptor/ challenger brand positioning in a saturated category
Why athlete-first partnerships outperform big-budget league deals if you’re a resource-constrained brands
The power of the bottling community’s alignment in driving execution
How social media ROI dramatically outperforms traditional TV
The value of transparency and space-giving in high-performing marketing teams
Why strategic media partnerships (Barstool, Dude Perfect, Savannah Bananas) create household brand status without massive budgets
Hosted on Acast. See acast.com/privacy for more information.

Brand marketing is getting its time to shine in the latest episode of the Marketing Vanguard podcast as we sit down with Caryn Wasser, Chief Brand Officer at Little Spoon. Tune in for an energizing conversation on how a brand drives growth and revenue and why its place in scaling a business should never be underestimated. Plus: exclusive insights on how she built a $150M+ brand from a windowless WeWork room to become the largest online baby and kids food company in the U.S.

What You'll Learn:
How to design a Chief Brand Officer role from scratch by letting business needs dictate strategy, not industry conventions
Why "brand-led growth" requires being obsessively rooted in consumer truth over chasing marketing trends
The operational framework for treating marketing as a full-funnel, interconnected system where every team member owns business impact
How to maintain authentic brand positioning when scaling into retail without compromising identity
Why early-stage founders should pursue board seats and executive roles at startups over staying at legacy companies
The counterintuitive approach to celebrity and influencer partnerships

Hosted on Acast. See acast.com/privacy for more information.

In the latest episode of the Marketing Vanguard podcast, we welcome Kirsten Spittel-Sloan, SVP, Marketing at iFit, for an eye-opening chat on what it takes to succeed in the fitness tech space today. Listen in for Kirsten’s playbook on how marketing leaders can navigate rapid technological change, build adaptive teams and balance analytical rigor with authentic brand narratives in an increasingly complex marketplace.

What You'll Learn:
How to invest across the entire marketing funnel equally during periods of rapid change, rather than concentrating resources on trending channels
The "High Trust + Adaptability" leadership framework for building marketing teams that can flex resources without sacrificing cohesion or brand consistency
How to balance ROAS obsession with brand-building investments
Why personalization powered by AI is non-negotiable for retention
The imperative for new marketing professionals to become hybrid technical experts and artists simultaneously

Unlocking the Creator Economy with Awin

Did you know influencer marketing drives twice as many sales as display advertising, with a 37% higher retention rate?

Awin helps brands harness this potential with tailored influencer management solutions that drive measurable results. Whether you're looking to grow your creator roster, foster long-term relationships, or track full-funnel performance, Awin’s expertise and platform integrations make it easy to scale campaigns and optimize impact.

With partnerships across CreatorIQ, LTK, ShopMy, and more, brands gain access to powerful discovery tools and seamless tracking capabilities, ensuring transparency and efficiency at every stage.

Here’s how brands can maximize their influencer marketing:
Find the right creators – Access a diverse network of influencers, even in niche markets.
Track performance with full transparency – Measure impact from awareness to conversions in real time.
Incentivize influencers effectively – Commission-based rewards through affiliate links and coupon codes keep creators engaged.
Blend influencer & affiliate marketing seamlessly – Awin’s integrations create a streamlined, results-driven approach

Unlock the full potential of influencer marketing. Visit awin.link/adweek to start building high-impact partnerships today!

Hosted on Acast. See acast.com/privacy for more information.

In the latest episode of the Marketing Vanguard podcast, we welcome John Solomon, CMO at Therabody, for a revealing conversation on transforming a single-product company into a diversified wellness ecosystem through marketing. Listen in for John’s tried-and-tested strategic frameworks that have enabled Therabody to expand while maintaining brand integrity and consumer trust. This conversation emphasizes the importance of investing in a differentiating asset that makes your brand a stand-out in its segment.

What You'll Learn:
How to define and defend distinctive assets while protecting your brand's unique visual and functional properties
Why the four-year CMO tenure marks a critical inflection point and how to pace your 4 years in the role
The "science-first differentiation" strategy for crowded categories
How to reframe messaging from adjectives like "speeds and feeds" to tangible consumer outcomes
The partnership-as-distribution model to reach new audiences
Why entertainment partnerships require risk framework conversations with stakeholders

Unlocking the Creator Economy with Awin

Did you know influencer marketing drives twice as many sales as display advertising, with a 37% higher retention rate?

Awin helps brands harness this potential with tailored influencer management solutions that drive measurable results. Whether you're looking to grow your creator roster, foster long-term relationships, or track full-funnel performance, Awin’s expertise and platform integrations make it easy to scale campaigns and optimize impact.

With partnerships across CreatorIQ, LTK, ShopMy, and more, brands gain access to powerful discovery tools and seamless tracking capabilities, ensuring transparency and efficiency at every stage.

Here’s how brands can maximize their influencer marketing:
Find the right creators – Access a diverse network of influencers, even in niche markets.
Track performance with full transparency – Measure impact from awareness to conversions in real time.
Incentivize influencers effectively – Commission-based rewards through affiliate links and coupon codes keep creators engaged.
Blend influencer & affiliate marketing seamlessly – Awin’s integrations create a streamlined, results-driven approach

Unlock the full potential of influencer marketing. Visit awin.link/adweek to start building high-impact partnerships today!

Hosted on Acast. See acast.com/privacy for more information.