Grow Your Brain – Détails, épisodes et analyse

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Grow Your Brain

APG Canada

Business & Entrepreneuriat

Fréquence : 1 épisode/15j. Total Éps: 5

Grow Your Brain is an APG Canada podcast made by strategists, for strategists.

Hosted by Pedro Porto Alegre, the show features long-form conversations with people shaping how our industry thinks, from strategists and creatives to researchers, founders, authors, and cultural observers.

Rather than chasing hot takes, career stories, or surface-level marketing commentary, Grow Your Brain explores the deeper ideas behind the work: how people form beliefs, how culture moves, how brands create meaning, how technology changes behaviour, and what better thinking requires in a noisy world.

Each episode is designed for intellectually curious listeners who want to go beyond the obvious and spend time with ideas worth wrestling with.

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Apple Podcasts

🇨🇦 Canada - marketing
20/08/2026
#45
🇨🇦 Canada - marketing
15/08/2026
#75
🇨🇦 Canada - marketing
12/07/2026
#85
🇬🇧 Grande Bretagne - marketing
22/06/2026
#60
🇨🇦 Canada - marketing
20/06/2026
#76
🇨🇦 Canada - marketing
19/06/2026
#22
🇨🇦 Canada - marketing
18/06/2026
#64
🇨🇦 Canada - marketing
17/06/2026
#25
🇨🇦 Canada - marketing
16/06/2026
#91
🇨🇦 Canada - marketing
15/06/2026
#59

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Liens partagés entre épisodes et podcasts

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http://apgcanada.ca/join-us
8 partages
http://thegatheringfestival.com
8 partages
https://calgarycma.com/
2 partages

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Score global : 63%

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PK Lawton: A Deep Dive into Sociology, Strategy, and Cannabis Marketing

Épisode 1

vendredi 12 juin 2026 • Durée 53:17

Paul "PK" Lawton is a sociologist, co-founder of Sister Merci, and an instructor at McMaster University. His work examines how culture shapes behaviour, belief, and decision-making.

This conversation explores the intersection of sociology and marketing strategy, emphasizing the importance of understanding social actors, assemblages, and the limitations of traditional frameworks. PK Lawton shares insights on how brands are built in regulated industries, the influence of social sciences, and the need to adapt in an age of AI and rapid change.

Resources talked about in this episode:

After Method by John Law
How Brands Grow by Byron Sharp
Actor Network Theory (Bruno Latour)
Retromania by Simon Reynolds
Capitalist Realism by Mark Fisher
Shitification by Corey Doctorow

Follow PK Lawton:

Follow Pedro Porto Alegre:

Join APG Canada to connect with, learn from, and support the country’s strategic planning community. Become a member at apgcanada.ca/join-us.

Grow Your Brain is proudly sponsored by The Gathering, the award-winning yearly brand festival hosted in the Canadian Rockies. Learn more at thegatheringfestival.com.

Timestamps:

00:00 Introduction to Paul Lawton's Journey

02:58 Teaching and Academia: A Return to Roots

05:46 The Evolution of Strategy in Marketing

09:02 Defining Brand Strategy in a Changing Landscape

11:48 Building Brands in Regulated Industries

15:08 The Role of AI in Modern Strategy

18:02 The Concept of Brand as Assemblage

21:01 Navigating the Messy World of Marketing

23:59 Frameworks and Their Limitations in Strategy

28:03 The Complexity of AI Operations and Marketing Funnels

29:30 Understanding Social Assemblages in Marketing

32:09 The Role of Frameworks in Strategy

33:01 Actor-Network Theory and Its Implications

36:21 The Need for Sociological Perspectives in Strategy

37:39 The Limitations of Predicting the Future

40:22 The Erosion of Future Visions in Society

43:33 Navigating the New Marketing Landscape

44:54 The Role of Marketing Science in Strategy

49:17 Understanding Brand Growth Beyond Advertising

52:08 The Importance of Recognizing All Actors in Strategy

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Jon Crowley: Strategy, Agency Culture, and the Illusion of Certainty

Épisode 2

mardi 30 juin 2026 • Durée 47:56

Jon Crowley is a Toronto-based brand strategist, Partner, Head of Strategy, and SVP at FUSE Create. He is also the writer behind A Benign Conspiracy and a founding editor of Rebrief, an independent Canadian journal of advertising.

This conversation explores the realities of modern strategy, agency culture, and the tension between creativity, business, data, and measurement. Jon Crowley shares his perspective on what strategists often misunderstand about their role, why agencies need to better understand how clients make money, and how the pursuit of certainty has shaped marketing’s obsession with attribution, funnels, and performance metrics.

The episode also covers the importance of writing as a way of thinking, the value of intentional friction in creative work, the role of print in a digital world, and why individual success in advertising is largely a myth. Jon argues that strategy is ultimately an elevated form of educated guessing, where the strategist’s job is to increase the probability of success by understanding the business, the audience, the market, and the creative problem clearly enough to point teams toward better decisions.

Resources talked about in this episode:

A Benign Conspiracy by Jon Crowley
Rebrief
The Walrus
Monocle
Understanding Media: The Extensions of Man by Marshall McLuhan
How Humans Decide (Oxford Saïd Business School / WPP research on brand preference)
Shoresy
A Big Life In Advertising by Mary Wells Lawrence

Follow Jon Crowley:

Follow Pedro Porto Alegre:

Claudia Aguirre: Strategists Need to Leave Their Desks

Épisode 5

mardi 11 août 2026 • Durée 53:50

Claudia Aguirre is a Calgary-based brand strategist, qualitative researcher, and consultant with more than 20 years of experience across Mexico, the US Hispanic market, Latin America, Canada, and Europe. She began her career in research and planning in Mexico, working with firms including Leo Burnett, JWT, FCB, and Research International, before eventually building her own consulting practice focused on research, branding, civic causes, not-for-profits, and sustainable brands.

This conversation between Claudia Aguirre and Pedro Porto Alegre explores strategy through Claudia’s deeply human lens: getting out into the world, observing real behaviour, and turning it into insights that creatives can actually build from. Claudia reflects on her early days in planning in Latin America and why great strategists often come from unexpected paths, before diving into why leaving the desk is essential for good strategy. They also discuss vulnerability as a strategic skill, how culture and language shape what people are willing to share, and the role of AI in modern strategy—useful for the groundwork, but no substitute for real-world observation, perspective, and judgment.

Resources talked about in this episode:

The Jay Chiat Awards
Balzac and La Comédie Humaine
Generative AI enhances individual creativity but reduces the collective diversity of novel content by Anil R. Doshi and Oliver P. Hauser, Science Advances
Poll: 62% of Americans Say They Have Political Views They’re Afraid to Share by Emily Ekins, Cato Institute / YouGov

Follow Claudia Aguirre:

https://www.linkedin.com/in/aguirreclaudia/

Follow Pedro Porto Alegre:

https://www.linkedin.com/in/pedroportoalegre/

Listen to full episodes wherever you get your podcasts:

Umar Ghumman: Brand-Rooted Experiences, AI, and Digital Distinctiveness

Épisode 4

mardi 28 juillet 2026 • Durée 47:58

Umar Ghumman is an experience strategist and founder of NewBrains, a website strategy studio built around the intersection of new technologies and enduring human behaviour. Over his career, Umar has worked across digital agencies, startups, Publicis, and VML, where he served as Chief Experience Strategy Officer.

This conversation explores how brands should think about websites, customer experience, AI, positioning, and distinctiveness in digital environments. Umar Ghumman explains why websites should be treated as complete buying systems that build both physical and mental availability, and why generic digital experiences are becoming less effective as AI increasingly compares, summarizes, and filters brands.

The episode also looks at the shift from social media to AI, the trade-offs between privacy and convenience, and how brand positioning should show up online. Pedro and Umar discuss how brands become habits, why consistency needs variation, and how developing taste and judgment in an AI-shaped world comes from experience, exposure, and feedback rather than aesthetics alone.

Resources talked about in this episode:

A New Operating System for Brand Building in the Age of AI by Umar Ghumman
The Social Dilemma
The Age of Surveillance Capitalism by Shoshana Zuboff

Follow Umar Ghumman:

https://www.linkedin.com/in/umarghumman/

Follow Pedro Porto Alegre:

https://www.linkedin.com/in/pedroportoalegre/

Join APG Canada to connect with, learn from, and support the country’s strategic planning community. Become a member at .

Marc Binkley: Evidence-Based Marketing, Mental Models, and How People Buy

Épisode 3

mardi 14 juillet 2026 • Durée 47:55

Marc Binkley is an evidence-based marketing consultant, President of the Calgary Marketing Association, and co-host of the Sleeping Barber podcast. Through his consultancy, Quatical, he helps organizations apply marketing science to brand and business growth.

This conversation explores how evidence-based thinking can improve marketing decisions, why digital measurement has distorted our understanding of effectiveness, and what marketers can learn from the scientific method. Marc and Pedro examine the limitations of the traditional marketing funnel, how people actually make buying decisions, and why better diagnosis often matters more than having more tactics.

They also discuss mental and physical availability, the 95–5 Rule, the Theory of Constraints, and how marketers can build a stronger latticework of mental models without mistaking any single framework for reality.

Resources talked about in this episode:

A More Beautiful Question by Warren Berger
How Brands Grow by Byron Sharp
The Long and the Short of It by Les Binet and Peter Field
The Goal by Eliyahu M. Goldratt
Future Demand by James Hurman
Better Brand Health by Jenni Romaniuk

Follow Marc Binkley:

Follow Pedro Porto Alegre:

https://www.linkedin.com/in/pedroportoalegre/

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