New Belgium Brewing x Rebecca Dye Yonushonis: Curiosity, Creativity, and Human-Powered Branding
What does it take to keep a brand human-powered in a world driven by social algorithms? Rebecca Dye Yonushonis, CMO of New Belgium Brewing, joins us to talk about researching Gen Z consumer trends, leading with curiosity, and building a bold, human brand in a world run by metrics.Key Takeaways: Rebecca explains how staying relentlessly curious and deeply in tune with consumer behavior helps New Belgium uncover fresh insights, challenge assumptions, and stay ahead of the curve.From beloved brews like Voodoo Ranger and Fat Tire Ale to bold campaigns that tap into Gen Z culture, Rebecca shares how New Belgium takes smart risks and does things differently.Rebecca shares how brands can avoid being at the mercy of social algorithms by showing up with authenticity, embracing real voices, and building genuine consumer connections.
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46:59
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46:59
Bobbie x Kim Chappell: Building a Mission-Aligned Brand
Kim Chappell knows firsthand that infant feeding is a journey. Bobbie’s mission is to unapologetically support parents — whether breastfeeding, bottle-feeding, or both — by normalizing the feeding experience and raising the nutritional standards. Hear how Kim helped build a brand centered on the parent experience through a mission-aligned team, thoughtful partnerships, and customer belovedness, all while keeping parenthood at its heart.Key Takeaways:Bobbie’s mission-aligned, mom-led team inspires creativity, passion, and a deep connection to both the product and the customer journey.Kim’s experiences in journalism and motherhood equip her to tell the stories of feeding parents and build a brand that fosters emotional connection.We explore how Bobbie’s commitment to authenticity keeps customers at the center of its campaigns and attracts partnerships with figures like Meghan Trainor and Naomi Osaka.
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40:24
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40:24
Goodr x Jared Grawrock: Maintaining Authenticity in Marketing
Jared Grawrock of Goodr talks about the benefits of unabashed authenticity in marketing, life, and self. Together we explore how staying true to your nature in marketing lends more weight and more satisfaction to everything you accomplish. Key Takeaways: We chat about how enabling authenticity empowers people to voice ideas that might otherwise be silent.We learn how outlining a clear end goal can make or break your marketing campaigns.We explore taking pride in upleveling and sharing your work to create a better expression of a brand’s voice and vision
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47:29
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47:29
BARK x Dave Stangle: The Power of Knowing Your Audience
Dave Stangle is a self-described dog person. And so is the audience of BARK, where he’s VP of Brand Activation. Instead of sticking to the usual marketing playbook, BARK dove into what dog lovers truly crave and delivered with flair — think BARK Air and buzz-worthy campaigns. Dave’s insight? The real marketing magic lies in truly knowing your audience. It’s all about blending genuine understanding with creativity to create something exceptional.Key Takeaways: Dave shares why he thinks the top marketing metric is affinity and just how important it is in building a brand.We chat about why Dave’s biggest learning from working at BARK is maintaining an entrepreneurial spirit.Dave details how dogs have evolved to be part of the family, leading BARK to create a whole world of fun and engaging content for pups and their people.
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58:44
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58:44
Amazon x Jamie Chicoine Chartier & Lucrèce Sicat Loeb: The Power of Authenticity in the Creator Economy
From micro-creators to global celebrities, content creators now drive major business. Amazon Europe’s Head of Creator Marketing and Head of Influencer BD talk about their roles in helping creators monetize and grow, discussing how authenticity and credibility remain at the heart of their success. Learn how being true to your niche leads to stronger, more engaged communities.Key Takeaways: Find out why keeping it real matters to content creators’ growth. Learn how niche branding helps creators stand out, spark connection, and grow communities that care.Unpack the global differences in the creator economy, from audience engagement strategies to brand partnerships.
The Brand Collective Podcast by Smartsheet is a place to explore and uncover what happens behind the scenes of some of the world's most interesting brands. With marketers’ minds and creatives’ hearts, we’re a team that’s passionate about finding—and sharing—brand recipes that strike the perfect balance between creativity and effectiveness. Strong brands live here. Here are their stories.
South Africa