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How Polestar is Taking on EV Giants in a $785Bn Market
In this episode, Eric sits down with Åsa Borg, the Chief Marketing & Commercial Operations Officer at Polestar, the Swedish electric performance car brand that's challenging the automotive industry. Since launching in 2017, Polestar has rapidly expanded to 27 markets globally with their lineup of electric vehicles. Åsa brings her wealth of experience from 20 years at Volvo Cars to this challenger brand, offering unique insights on the difference between marketing for an established brand versus building one from scratch.One of the key takeaways from this conversation is how Polestar approached sustainability—making it core to their brand identity rather than just a marketing message. Åsa shares that transparency is a fundamental value for Polestar, especially in an industry that has historically hidden its environmental impact. We also dive into their decision to bring creative and media capabilities in-house, which has allowed for greater consistency, speed, and control over their brand expression across all 27 markets. Another fascinating aspect of our discussion explores how AI is being integrated into their marketing operations, from improving translation to maintaining brand tonality across markets. If you're interested in automotive marketing, sustainability branding, or building in-house creative capabilities, this episode is packed with valuable insights!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/fSEW2Vl2Sf8 📚 Chapters:(00:00:00) - Intro 🎙️ (00:03:02) - Åsa’s view on challenger brands in the EV space 🏆 (00:04:29) - What is Polestar? (00:09:20) - Sustainability as a core brand value 📊 (00:13:08) - Creative campaigns and testing approach 🎬 (00:27:09) - Employer branding 🖨️ (00:34:50) - Åsa’s commercial responsibilities 💼 (00:37:03) - Lightning Round ⚡🖊️Mentioned in the show:Polestar’s Own CampaignArctic Circle cars campaignScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he's joined by Åsa Borg of Polestar in this episode.Find Rival online at www.wearerival.com & LinkedInFind Eric on LinkedInFind Åsa on LinkedIn.Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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39:55
Building Intergenerational Brand Loyalty with the CMO of Consumer Reports
In this episode, we sit down with Khalid El Khatib, the Chief Marketing Officer of Consumer Reports, one of America’s most trusted and oldest consumer advocacy organizations. Khalid unpacks how he’s transitioning Conaumer Reports from a “publisher” mindset to a platform strategy that emphasizes product-led growth, user-centric advocacy, and yes, the iconic lab testing (including a cat-hair-laden robotic vacuum test).One of the key takeaways here is how community can be a company’s competitive moat, and how bringing in fresh digital tactics doesn’t have to mean losing an 88-year legacy of credibility. Another recurring theme is the intergenerational aspect of CR’s brand story - how do you engage a loyal but aging membership and a new crop of digitally native consumers at the same time? If you’ve ever wondered how to future-proof an institution while staying true to its roots, then this conversation is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/K-OrSj6ioiA 📚 Chapters:(00:00:00) – Intro 🎙️(00:03:00) – Khalid’s favorite challenger brand 🏆(00:06:45) – Overview of Consumer Reports 📋(00:16:31) – Approaching community 🚀(00:28:11) – Succeeding in a SaaS environment 🤝(00:35:28) – What makes a good CMO ⚙️(00:41:05) – Lightning Round ⚡🖊️Mentioned in the show:New York Magazine Duolingo Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Khalid El Khatib of Consumer Reports in this episode.Find Rival online at www.wearerival.com, LinkedIn.Find Eric on LinkedIn.Find Khalid on LinkedIn.Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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How Oddbox is Building UK’s Fastest-Growing Grocery Subscription
We’re excited to sit down with Gastón Tourn, the Chief Growth Officer of Oddbox, a subscription service rescuing produce that would otherwise go to waste. In this conversation, Gastón dives into the importance of genuine storytelling, the fascinating psychology behind “Veg Haters,” and why focusing on customer insight (rather than competitors) unlocks true growth potential.One of the key takeaways from this episode is Gastón’s belief that marketers should read fiction writers—like Hemingway—to understand storytelling frameworks that connect on a deeper human level. Another recurring theme is his approach to balancing long-term brand-building with short-term performance—a common challenge for any marketer who needs to do “more with less.” If you’ve ever wondered how to turn customer complaints into an engaging campaign, or if you simply love the idea of “ugly” fruits and veggies saving the world, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/DWQzGdyFj-U 📚 Chapters:00:00:00 – Intro 🎙️00:03:02 – What is Oddbox? 🥕00:08:40 – Gastón’s favorite challenger brand 🏆00:11:16 – Storytelling that matters – the Hemingway hack ✍️00:23:10 – Focusing on customers, not competitors 🤝00:34:03 – How to Approach ROI with the Board 🦟00:40:25 – Lightning Round ⚡🖊️Mentioned in the show:The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Gastón Tourn of Oddbox in this episode.Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn.Find Gastón on LinkedIn.Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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43:16
How ESL FACEIT Group Fuels the Largest Esports League on Earth
Check out our new podcast ‘Ripples’ on Microcultures from the links 🔗 below 👇🎙️ Listen on Apple podcasts here🎧 Listen on Spotify hereIn this episode, we sit down with Fabio Tambosi, Senior Vice President of Global Marketing at ESL FACEIT Group (EFG)—the world’s largest esports and gaming ecosystem. Fabio shares his journey from a near-pro soccer career to marketing roles at Nike, Adidas, and Saucony before stepping into the high-velocity realm of esports.One of the biggest takeaways from this conversation is Fabio’s approach to “unlearning” old habits. Drawing on his experience managing iconic sports brands, Fabio explains why empowering teams, trusting the community, and staying humble are critical for success in an always-evolving digital landscape. With more than 3.2B gamers globally, Fabio believes co-creation and community-led content represent the future of modern marketing—both in esports and beyond.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/xEKUBtePN3E 📚 Chapters:(00:00:00) – Intro 🎙️(00:04:20) – Fabio’s Challenger Brand(00:06:56) – Overview of ESL FACEIT Group 🕹️(00:09:20) – From Soccer Dream to Accidental Marketer ⚽(00:18:43) – Unlearning & Asking ‘Simple’ Questions 🤔(00:19:49) – Trusting the Team & Creative Process 💡(00:24:21) – Why you need to empower your team 👥(00:38:00) – Where Brands go Wrong 🏗️(00:40:50) – Lightning Round ⚡🖊️Mentioned in the show:Red BullNike’s 'Dream Crazy' CampaignCall of DutyScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Fabio Tambosi of ESL FACEIT Group in this episode.Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Find Fabio on LinkedIn.Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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50:33
How Light Is Breaking Big Tech by Creating an Anti-Attention Smartphone
Check out our new podcast ‘Ripples’ on Microcultures from the links 🔗 below 👇🎙️ Listen on Apple podcasts here🎧 Listen on Spotify here hereIn this episode, Kaiwei Tang, CEO & Co-Founder of Light, reveals how a 10-year-old “anti-smartphone” brand has cultivated a dedicated community by doing less. Light’s flagship product, the Light Phone, eliminates data-hungry apps, social media, and constant notifications—replacing them with practical tools and pure utility. Kaiwei shares how organic word-of-mouth, celebrity shout-outs, and unwavering brand values fuel Light’s growth in a world where “paid ads” often dominate the startup playbook.From experiencing the anxiety of leaving your smartphone at home to feeling the freedom of minimal tech, this conversation uncovers how Light stands apart from Big Tech’s attention-driven business model. If you’ve ever wanted a more balanced relationship with technology—or you’re just intrigued by how a brand can shape culture through less, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/3hXkhcYlNlc 📚 Chapters:(00:00:00) – Intro 🎙️(00:04:01) – Meet Kaiwei Tang and the Light Brand 💡(00:17:02) – What Marketing is for Light 🚀(00:24:51) – Jobs to be Done for Light 📢(00:34:03) – The Future for Light 🔮(00:40:00) – Lessons from a Product-Led Mindset 🛠️(00:47:13) – The One Thing to Do Differently ✅🖊️Mentioned in the show:RemarkableAaron Paul’s Endorsement on Light PhoneScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities to help businesses grow faster. Scratch is hosted by Eric Fulwiler, and in this episode, he’s joined by Kaiwei Tang, CEO & Co-Founder of Light.Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn.Find Kaiwei on LinkedIn.Say hi at [email protected], we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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About Scratch: CMO Interviews

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

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