A Brave New Podcast – Details, episodes & analysis

Intelerad recently completed a rebrand in May 2024. In this episode Josh and Jordan spend time unpacking the reasons Intelerad decided to pursue a rebrand, the process they followed to get there, as well as the outcomes in terms of brand essence and strategy, visual identity, and market impact.

Here’s a little more about Jordan.

As CEO of Intelerad, Jordan Bazinsky is committed to improving global human
health through advanced imaging technologies. He is entrusted with ensuring that
Intelerad’s vision aligns with their clients, and ultimately patients, in supporting their
unique healthcare journeys.

Jordan has spent over two decades applying technology and design thinking to drive
positive change in healthcare– expanding access, improving outcomes, and lowering
costs. He most recently served as Executive Vice President at Cotiviti, delivering
billions of dollars in measurable value for some of the largest stakeholders in the
healthcare community. He has proven leadership experience in understanding the
market, developing growth strategies, and scaling transformational healthcare
companies, including: Cotiviti, Verscend, Verisk Health, and The Advisory Board.

Jordan earned an MBA from Harvard University and a bachelor’s degree from Duke
University, where he previously served on the Board of Trustees.

What you’ll learn about in this episode:

• Who Intelerad is and what they are trying to accomplish in the advanced imaging technology space
• Why Intelerad decided to pursue a rebrand
• The reasons why Jordan believes branding should be viewed as a ROI generating activity by companies
• The concepts and ideas that inform Intelerad’s new brand essence
• The impact that the brand has had with customers and patients so far
• The ways that that essence informed the new visual identity of the brand
  Jordan and Intelerad’s vision for the next five years

Additional resources:

• Josh Dougherty on LinkedIn
• Jordan Bazinsky on LinkedIn
• Josh Dougherty’s speaking site
• Intelerad’s Website
• A Brave New’s Website

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based agency that builds bold & memorable healthcare brands. Over the last 15 years, he’s worked with clients to develop unique brands and accelerate business growth using human-centered strategies and smart execution.

What you’ll learn about in this episode:

• The basics about brand drivers

• We’ll do a deep dive into four specific brand drivers

  • Essence

  • Promise

  • Core attributes

  • Brand positioning statement

• For each of these brand drivers Josh explores:

  • What the brand driver is

  • Why the brand driver is important

  • How it looks in a real-world example

  • How to get started creating the brand driver for your organization

Additional resources: 

• Josh Dougherty on LinkedIn

• Josh Dougherty’s speaking site

• A Brave New Blog: 

• Branding Fundamentals: essence and promise

• Branding Fundamentals: core attributes

• Branding Fundamentals: positioning statement

• A Brave New’s Website

With 18 years of industry expertise in DTC and Marketing, Rabah is a force to be reckoned with in the world of advertising. Spending millions on captivating ad campaigns and having the honor to work alongside the inspiring Oprah, Rabah has crafted a career forged in the School of Hard Knocks of Advertising.

As the former CMO at Triple Whale, a cutting-edge attribution solution, innovative strategies brought unprecedented growth during a whirlwind 18-month tenure. Now, as the Chief Evangelist at the TW, Rabah continues to lead, inspire, and push the boundaries of creativity.

Rabah's unparalleled experience also includes directing the paid media for the recruitment vertical at Whole Foods, where a blend of intuition and analytical prowess made a significant impact. This eclectic background, coupled with a relentless pursuit of excellence, makes Rabah a fun and fascinating guest to chat all things marketing.

What you’ll learn about in this episode:

• Triple Whale’s growth story - how they grew to be the most installed Shopify App ever
• Rabah’s 4 pillars of building a B2B SaaS brand
• Why Rabah believes that high-value B2B SaaS marketing is so different than DTC or Direct Response
• How to leverage big events and other moonshot marketing ideas to build brand affinity…and how to tie results to those ideas
• The perils of spending significant dollars on paid media when you have a high value product
• How to find the right people to work for you as you build out your marketing team
• How to keep people engaged in a high-growth, high-demand environment
• Josh and Rabah’s takes on AI, Twitter (X), and more

Additional resources: 

• Josh Dougherty on LinkedIn
• Rabah Rahil on Twitter
• Rabah Rahil on LinkedIn
• Triple Whale’s Website
• A Brave New’s Website

Kris Kelso is a Keynote Speaker, a two-time entrepreneur, a Professional Certified Coach, and is the author of “Overcoming The Impostor: Silence Your Inner Critic and Lead with Confidence”. Kris has worked with hundreds of entrepreneurs, business owners, and their leadership teams as a coach, facilitator, and mentor. He is the Dean of Entrepreneurship at the Professional Christian Coaching Institute, an advisor and instructor at the Nashville Entrepreneur Center, and is a contributing writer for Fast Company Magazine, Yahoo Finance, and The Nashville Business Journal.

Kris has founded multiple companies and has served on the boards of directors of several non- profit organizations. He lives with his wife and three teenaged sons in a suburb of Nashville, Tennessee.

What you’ll learn about in this episode:

• What is imposter syndrome?
• Why it typically presents itself in high performers
• How imposter syndrome can weaponize our unique gifts as people against us
• How to recognize the difference between imposter syndrome and a lack of capabilities
• Three specific shifts in thinking that can help marketers combat imposter syndrome so they can be bold, decisive, and creative in their work.

Additional resources: 

• Josh Dougherty on LinkedIn
• Kris Kelso on LinkedIn
• Kris Kelso’s Website
• OvercomingTheImposter.com (book and online course)
• A Brave New’s Website

In this episode host Josh Dougherty is joined by the A Brave New team. Art director Phil Padilla, content director Brad Steinbacher, and project manager Mel Johnson share their thoughts about which brands they would draft for their fantasy brand football team starting with quarterback and running down the other key positions on the offensive side of the ball.

What you’ll learn about in this episode:

• The difference between a slot receiver brand and a big play receiver brand
• Which position best fits brands like Hersheys, Adobe, and Black & Decker, and Magic Spoon
• The powerful ways that perceptions and emotions shape our perspective about brands
• Why Phil believes that root beer is an underrated drink that deserves a lot more credit than it gets
• How brand positioning is not so much about being positive or negative, but more about highlighting different strengths and attributes.

Additional resources: 

• Josh Dougherty on LinkedIn
• Phil Padilla on LinkedIn
• Brad Steinbacher on Linkedin
• Mel Johnson on Linkedin
• A Brave New’s Website

A Brave New’s Art Director Phil Padilla brings with him over 15 years of experience, including 12 years of freelancing for some of the top Seattle creative agencies including Touch Worldwide and Hey, Advertising. Through this he has partnered with brands like Starbucks, Microsoft, and Philips to build expert branding and product development. His work has been recognized twice by the M Award for custom product packaging. Phil is a content creator consistently recognized by partners as being a story-builder, embracing change with enthusiasm, owning major project deliverables from beginning to end, and achieving positive business results. 

What you’ll learn about in this episode:

• How to approach building a comprehensive visual system for your brand
• Techniques for expanding the boundaries of an established brand while honoring the existing brand
• How to works with stakeholders through the change management process
• Which parts of your visual system you should be more careful about changing
• Ways to incorporate your overall brand strategy into your visuals
• How to build your brand visuals in a modular way that will make building out brand assets easier and more efficient
• How to evolve your brand after launch without losing the cohesiveness of the visual system
• What Phil and Josh are most excited about the new visual brand displayed launched on the A Brave New website

Additional resources: 

• Josh Dougherty on LinkedIn

• Phil Padilla on LinkedIn

• A Brave New’s Website

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies.

What you’ll learn about in this episode:

• Why trusting your gut is essential as you build your brand

• How to balance a commitment to data and other inputs with creativity and instincts

• That trusting your gut doesn’t mean:

• Ignoring data

• Manipulating data to prove your point

• Moving forward without the necessary inputs

• About three stories from Josh’s career that share why choosing to go with your gut and take a risk vs. taking the path of least resistance will drive the best results

Additional resources: 

• Josh Dougherty on LinkedIn

• Josh Dougherty’s speaking site

• Heroic Public Speaking’s website

• A Brave New’s Website

Steve Brock leads a studio of talented and experienced researchers, strategists, designers, writers, programmers, project managers, an odd chef or two, photographers, videographers, organizational development specialists and assorted other creatives. As a studio, his team pulls together the most appropriate team for clients’ specific needs. And somehow, it all works. Brilliantly. With a wallop even.

For more than twenty-years (that’s like over a century in internet years), Steve’s team have helped some of the nation’s top corporations and not-for-profit organizations discover who they are, determine optimal ways to convey their story and then create experiences and artifacts that bring that story to life. You can call this the branding process, brand building or a host of other jargon-filled terms. Steve and his team call the end result delight.

Steve is very hands-on with all Brand:Wallop clients. He believes that every project matters and every client is a potential long-term friend. He not only gets involved in all the strategy work but even helps out on copy and photography when needed . At Brand:Wallop, they believe you and your staff will achieve greater delight with your brand (as will you audiences) if you experience it in the process of building your brand.

What you’ll learn about in this episode:

• Key trends in the branding space in 2023

• How brand is evolving in the world of ChatGPT and generative AI

• Why brand is still the best strategy to pursue for the health of your business even in the face of economic uncertainty

• How to differentiate in an industry when there seems to be an expectation that everyone shows up in the same way

• The power of moments in branding (see the Chip and Dan Heath book below)

• Steve’s latest branding success stories and nightmares

Additional resources: 

• Josh Dougherty on LinkedIn

• Steve Brock on LinkedIn

• A Brave New’s Website

• Brand: Wallop

• The Power of Moments by Chip & Dan Heath

Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged.

What you’ll learn about in this episode:

• Josh & Brad’s thoughts about F1 preseason testing

• Which brands Josh & Brad think each Formula 1 team most resembles

• Various free-form thoughts about Netflix’s Drive To Survive

• Which F1 team most resembles Texas Instruments as a brand

Additional resources: 

• Drive To Survive

• Current F1 Driver Standings

• Josh Dougherty on LinkedIn

• Brad Steinbacher on LinkedIn

• A Brave New’s Website

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies.

What you’ll learn about in this episode:

• About the current macro trends around trust and uncertainty uncovered by Edelman’s annual online survey of over 32,000 people in 28 countries
• The opportunities that B2B healthcare and technology brands have to stand out in the midst of an environment of distrust, uncertainty, and polarization
• Why now is the time for businesses to take a position of leadership in society and in the way they engage with their prospects (in a way that matches their brand, of course)

• Specific strategies to build your brand in this environment including

  • Giving voice to the scientists if you work in the healthcare and technology spaces

  • Investing in making a societal impact and speaking up for values

  • Exploring government collaboration where appropriate to make the world a better place

  • Speaking up and taking concrete action about issues people care about (especially CEOs)

  • Investing in the platforms that people trust most

  • Being someone who provides trustworthy and accurate information

Additional resources: 

• 2023 Edelman Trust Barometer

• Josh Dougherty on LinkedIn

• Josh Dougherty’s Public Speaking Site

• A Brave New’s Website