On Brand helps you tell stronger stories and build better brands. Each week, host Nick Westergaard, author of Get Scrappy and Brand Now, interviews marketing and communication thought leaders and innovators from brands like Ben & Jerryās, Microsoft, LinkedIn, Meta, Crayola, Beats by Dre, Southwest Airlines, Reddit, Spotify, and MailChimp. Watch the full, in-depth conversations and get actionable insights to help you and your brand stand out in a crowded, distracted world.
For show notes and more, please visit http://onbrandpodcast.com.
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What can happen in 30 seconds? For Linda Kaplan Thaler, quite a lot. Sheās the creative force behind some of the advertising worldās most unforgettable ideas, from the Aflac duck to āI donāt want to grow up, Iām a Toys R Us kid.ā Now, in her new book, My Life in 30 Seconds, Linda looks at the small moments that can change a career or even a life. Sheās here to talk about creativity, resilience, leadership, and why sometimes the smallest ideas can make the biggest impact.
What Youāll Learn in This Episode
How distilling complex messages into 30-second constraints drives massive brand awareness
Why adopting an improv āyes, andā mindset unlocks breakthrough team creativity
How taking bold, fearless pitches to conservative clients can rescue dying brands
Why replacing standard networking with ānice workingā yields long-term career returns
How human creativity retains its edge in an era of rapid AI adoption
Episode Chapters
(00:00) Intro
(00:49) Welcome Linda Kaplan Thaler
(02:42) The Power of 30-Second Distillation
(03:43) Pitching Herbal Essences and Bold Ideas
(06:46) Writing the Iconic Toys R Us Jingle
(10:55) Applying Improv Rules to Business Creativity
(11:51) Creating the Aflac Duck
(16:23) Building Agency Culture Through Kindness
(18:13) Human Creativity in the Age of AI
(23:12) The Difference Between Networking and Nice Working
(24:28) A Brand That Made Linda Smile
About Linda Kaplan Thaler
Linda Kaplan Thaler is a legendary advertising executive, author, and speaker responsible for some of the most iconic pop-culture campaigns in history, including the Aflac duck and the Toys R Us jingle. As the co-founder of the Kaplan Thaler Group, she helped build one of the fastest-growing agencies in the United States, scaling it from scratch to over a billion dollars in billings. A master of message distillation and creative leadership, her latest book, My Life in 30 Seconds, explores how micro-moments and rapid insights shape extraordinary careers.
What Brand Has Made Linda Smile Recently?
Recently, Linda has been smiling at Progressive Insurance for their long-running campaign warning homeowners not to turn into their parents. She loves the humor and stand-up performance driving the spots, pointing out that even when an ad makes you laugh before you remember the exact name, the sheer joy and entertainment value make it stand out in a low-interest category.
Resources & Links
Connect with Linda on LinkedIn.
Check out her book, My Life in 30 Seconds.
Learn more on her website.
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Why AI Is a Mirror and Not a Tool
Monday, August 17, 2026 ā¢ Duration 30:39
Most conversations about AI focus on the technology. David Dean thinks we're looking in the wrong place. In his new book, An Inbox Between Us, AI and the Reality of Modern Work, he argues that AI is acting like a mirror, revealing the hidden workarounds, decision-making, and human judgment that have always kept organizations running. Today, we're talking about what leaders can learn from that reflection.
What Youāll Learn in This Episode
Why AI functions as an organizational mirror that exposes hidden workarounds and human judgment
How the majority of workers operate as AI survivalists rather than power users
The hidden cost of the retry tax when over-relying on automated outputs
Why human intuition and lived consequence remain irreplaceable in critical decision-making
How to avoid industrializing existing workplace dysfunction with new technology
Episode Chapters
(00:00) Intro
(00:36) AI as an Organizational Mirror
(05:11) Navigating the Productivity Maxing Trait
(09:01) The AI Survivalist and Adoption Realities
(11:19) Understanding the Hidden Retry Tax
(13:21) How Organizations Rely on Workarounds
(17:20) Tech Problems versus Behavioral Problems
(19:56) Why Human Judgment Outlasts Automation
(23:40) Authenticity as the Ultimate Leadership Skill
(25:19) A Brand That Made Him Smile
About Bill Sherman
David Dean is an author, productivity solution designer, and change management practitioner focused on the intersection of human behavior and emerging technology. In his book, An Inbox Between Us: AI and the Reality of Modern Work, he examines how enterprise technology impacts ground-level teams across HR, finance, and operations. Drawing on years of experience analyzing workplace workflows, David helps organizational leaders navigate digital transformation by focusing on human judgment, authentic leadership, and practical operational discovery.
What Brand Has Made David Smile Recently?
A brand that made David smile recently is Marvel. After taking his son to see the newest Spider-Man movie, he appreciated how the brand continues to craft engaging experiences that bring families together and build lasting memories.
Resources & Links
Connect with David on LinkedIn.Learn more on his website.
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Five Thought Leadership Avatars for Scaling Ideas
Monday, August 10, 2026 ā¢ Duration 31:44
What does it really take to turn expertise into influence? My guest this week has spent the last two decades answering that very question. Bill Sherman is the COO of Thought Leadership Leverage and co-author of the Thought Leadership Handbook. His journey into thought leadership began with a simple question from a Fortune 500 executive. How do I scale the ideas in my book? Since then, he's helped organizations and experts transform ideas into impact.
What Youāll Learn in This Episode
Why practice matters more than how in thought leadership
The five distinct avatars of thought leadership
How the growth-minded CEO opens new doors
Why silence in a noisy world is never neutral
How to simplify complex concepts so they stay memorable
Episode Chapters
(00:00) Intro
(01:35) The Five Thought Leadership Avatars
(05:13) Breaking Down the Avatars from CEO to Legacy
(08:25) Matching Strategy to Your Personal Brand
(14:03) Why Ideas Can't Speak for Themselves
(17:49) Creating a Platform Identity for Your Work
(23:43) Why Silence is Never Neutral in Turbulent Times
(29:32) A Brand That Made Bill Smile
About Bill Sherman
Bill Sherman is the COO of Thought Leadership Leverage and co-author of the Thought Leadership Handbook. Over the last two decades, he has helped organizations, Fortune 500 executives, and independent experts scale their ideas, transform insights into strategy, and build sustainable impact. He also co-hosts the Thought Leadership Podcast, where he explores the mechanics of turning deep expertise into widespread influence.
What Brand Has Made Bill Smile Recently?
Bill recently smiled at Pirate Ship, an online shipping service that simplifies sending author copies of his book right from his front door. He loves their delightful, pirate-themed user interface and how effortlessly the service eliminates the hassle of traditional post office runs.
Resources & Links
Connect with Bill on LinkedIn.
Learn more on his website.
Check out his book, The Thought Leadership Handbook.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
The AI Brand Speed Trap
Monday, August 3, 2026 ā¢ Duration 30:16
What if AI isn't just changing marketing, but changing what a brand actually is? Melissa Jackson-Parsey has spent her career helping some of the world's most recognizable organizations reinvent themselves at the intersection of strategy, creativity, technology, and experience. As Global Chief Strategy Officer at RGA, She leads a worldwide team shaping brands for the intelligence age, from rebooting Android to launching the new sports streaming brand from ESPN, Fox, and Warner Brothers Discovery.
What Youāll Learn in This Episode
Why building brands for AI agents requires context over cleverness
How to shift marketing focus from single campaigns to generating intelligent systems
The critical difference between bottom line efficiency and top line growth in the AI age
Why modern talent needs to evolve from T-shaped to M-shaped expertise
How the craft of human taste prevents brand slop
Episode Chapters
(00:00) Intro
(00:45) What Endless Tech Evolution Hasnāt Changed About Brand Building
(02:06) Encoding Brands for Machines, Agents, and Markdown Files
(06:05) How AI is Changing What a Brand Actually Is
(08:36) Moving from Making Campaigns to Making Intelligent Systems
(12:08) Human Value, Critical Thinking, and the Role of Taste
(16:33) The Biggest Strategic AI Mistake Brands Make Today
(20:12) Cultivating M-Shaped Talent and the Future of Skillsets
(24:41) A Brand That Made MJP Smile
About Melissa Jackson Parsey
Melissa Jackson Parsey is the Global Chief Strategy Officer at R/GA, having worked at the forefront of brand, innovation, and experience design across three continents. She leads a global team of strategists, designers, coders, and writers, accountable for shaping brands and experiences that add value to people and businesses. In the past year, theyāve rebooted the world's largest operating system brand, Android, and created the much-anticipated live sports streaming brand from ESPN, Fox, and Warner Bros. Discovery. Over the course of her career, sheās led brand transformation initiatives for a broad array of organizations, including Microsoft, Under Armour, Google, IBM, the UN, and for Dwayne (The Rock) Johnsonās portfolio.
What Brand Has Made Melissa Smile Recently?
Melissa shared her appreciation for the brand identity work created for the Amazon rainforest. The team mapped the literal curvature of the Amazon River to craft a custom typeface and visual identity system, blending deep environmental context with exquisite design craft.
Resources & Links
Connect with Melissa on LinkedIn.
Check out the R/GA website.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Uncommon Leadership in Times of Change
Monday, July 27, 2026 ā¢ Duration 28:26
What if the qualities we call āuncommon leadershipā are actually the ones that should be ordinary? After leading at IBM, AT&T, Pitney Bowes, SuperValu, and Walmart through decades of transformation, Keith Wyche argues that the leaders who endure aren't simply the smartest or the most innovativeāthey're the ones who consistently lead with integrity, humility, and trust. His new book, Uncommon Leadership, is both a call to higher standards and a practical guide for leading people through change.
What You'll Learn
The four Rs required to guide teams through rapid industry transformation
Why trust equals character times competency times consistency
How to distinguish real character from captivating charisma in executive selection
The simple question frontline associates need to be asked during store visits
How managing imbalance replaces the impossible myth of work balance
Episode Chapters
(00:00) Intro
(01:10) Leading Through Decades of Corporate Transformation
(01:52) The Four Rs of Navigating Organizational Change
(03:04) The Steep Decline of Trust in Modern Leadership
(04:49) The Simple Formula for Building Real Trust
(06:05) Why True Leadership Demands Character Over Charisma
(11:10) Moving Beyond Results to Value Human Capital
(12:38) How Vulnerability and Listening Transform Team Culture
(18:17) Simplifying What Matters Most in Strategic Communication
(20:27) Managing Imbalance to Protect Energy and Prevent Burnout
(22:25) Planting Trees and Building a Lasting Leadership Legacy
About Keith Wyche
Keith Wyche is a seasoned corporate executive and author who has led major operational transformations across global organizations, including IBM, AT&T, Pitney Bowes, Supervalu, and Walmart. With decades of executive leadership experience, he focuses on helping leaders navigate disruptive change, cultivate authentic trust, and build cultures grounded in character, humility, and human capital. His latest book, āUncommon Leadership,ā provides a practical guide for modern leaders striving to elevate organizational standards and leave a lasting legacy.
What Brand Has Made Keith Smile Recently?
Walmart recently made Keith smile by launching an upskilling initiative that retrains hourly associates for skilled trades such as electrical work, HVAC, and plumbing. By creating clear pathways for associates to transition into high-demand technical roles as automation evolves, the brand demonstrates how major employers can invest directly in human capital and long-term economic mobility.
Resources & Links
Connect with Keith on LinkedIn, Instagram, Substack, and his website.
Listen and Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Mortal Kombat Madness Over Mediocrity
Monday, July 20, 2026 ā¢ Duration 31:22
How do you go from producing Dirty Dancing to building the global Mortal Kombat franchise? Todayās guest, legendary producer Larry Kasanoff, has raised over a billion dollars by embracing what others call a little bit crazy. He has shaped the entertainment landscape by constantly fighting the current of mediocrity. Today, we are breaking down how to lead through massive industry shifts and build brands that stand the test of time.
What Youāll Learn in This Episode
How to identify the core essence of a brand so you can stretch it across different media successfully
Why fostering a state of play is essential for leading creative teams and sparking innovation
The importance of asking anyone anything to advance your projects and overcome creative barriers
How to balance emerging technologies like AI with the enduring human elements of storytelling
Why embracing a touch of the madness helps you fight the pull of mediocrity in your work
Episode Chapters
(00:00) Intro
(01:08) Finding the Essence of Enduring Global Brands
(04:41) Protecting the Brand and Knowing When to Say No
(06:24) Embracing a Touch of the Madness in Leadership
(08:13) The Create Ask Play Framework
(10:20) The Origins of a Touch of the Madness
(14:08) Balancing New Technologies with Timeless Storytelling
(16:49) Leading Like a Visionary and the Value of Play
(26:51) The Brand That Made Our Guest Smile
About Larry Kasanoff
Larry Kasanoff is a legendary producer who has raised over a billion dollars and shaped the entertainment landscape. He is known for building enduring global franchises across movies, video games, theme parks, and music, including the massive Mortal Kombat brand. Beginning his career as head of production at Vestron, he greenlit the Academy Award-winning film Platoon and has since led major tech shifts in the industry. Larry is the author of A Touch of the Madness, where he shares his philosophy on fighting mediocrity and taking bold creative risks.
What Brand Has Made Larry Smile Recently?
Larry recently smiled thinking about Sennelier, a historic French brand of pastels. As someone who enjoys drawing, he visited their store in Paris and was captivated by the brandās enduring story. Now, whenever he sees his Sennelier pastels on his work table, it brings a smile to his face.
Resources & Links
Connect with Larry on LinkedIn and his website.
Learn more about Larryās company, Threshold Entertainment Group.
Check out his new book, A Touch of the Madness.
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Positioning in Eight Words (or Fewer!)
Monday, July 13, 2026 ā¢ Duration 31:31
What makes you different? Do you have a concise and compelling answer to that question? When it comes to positioning, less is more. But too often, companies get wordy and convoluted, losing the plot in a sea of text. Emma and Adam Ketterer argue that true clarity comes from radical constraints. In their new book, Eight Words or Fewer, this marketing duo shares how to distill your difference into a single line that sticks: a micropitch.
What Youāll Learn in This Episode
Why B2B companies naturally fall prey to the instinct that more must be better when defining their value proposition
The strategic breakdown that occurs during the last mile of the positioning process and how to build for brevity from day one
Tactical ways to overcome the anxiety of leaving things out by showing your stakeholder work and mapping customer journeys
How to use a homeopathic distillation framework to create a micropitch that infuses everything from sales decks to homepages
The creative and editorial realities of writing a pocket guide on concision as a married couple
Episode Chapters
(00:00) Intro
(01:34) Why We Struggle with Brevity
(03:27) Losing the Plot in the Positioning Process
(06:44) Overcoming the Anxiety of Distillation
(09:59) The Subline and Structure of Eight Words or Fewer
(12:08) How to Kill Your Darlings
(15:27) The Micropitch as a Brand Strategy Anchor
(17:26) Collaboration and Constraint as a Married Couple
(22:57) Finding Your Point of View and Conviction
(25:38) Brands That Make Us Smile
(27:50) Where to Connect with Emma and Adam
About Emma and Adam Ketterer
Emma Ketterer and Adam Ketterer are seasoned marketing professionals specializing in positioning, messaging, and content strategy for B2B technology companies. Emma brings extensive experience from both the agency and corporate sides, currently serving as the Global Lead Editor at Celonis. Adam is a co-founder of Beneath, a specialized B2B marketing agency. As a married couple, they blended their strategic and creative insights to co-author Eight Words or Fewer: Distil your difference into the perfect micropitch, a pocket guide exploring the critical intersection where strategic brand positioning meets ultra-concise writing.
What Brands Have Made Emma and Adam Smile Recently?
Emma found recent inspiration in the B2B tech space through GitHub's smart, witty, and exceptionally well-produced explainer videos. Adam pointed to the timeless, iconic print campaigns of The Economist, noting how the brand's playful, minimalist approach continues to inspire creative professionals to riff on its memorable format across digital and physical signage.
Resources & Links
Connect with Emma and Adam on LinkedIn.
Check out their new book, Eight Words or Fewer.
Watch or listen onĀ Apple Podcasts,Ā Spotify,Ā YouTube, Amazon/Audible,Ā TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of theĀ Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Why Leaders Need to Rethink Resistance
Monday, July 6, 2026 ā¢ Duration 28:49
Your team isnāt trying to sabotage your new corporate strategyātheir brains are just wired to fight it. In this episode, Salesforce change leader and neuroscience expert Travis D. Hahler shares insights from his new book, Rethink Resistance. Discover the biological reasons why 70 percent of corporate transformations fail, and how leaders can stop fighting human nature and start working with it.
What Youāll Learn in This Episode
Why the human brain treats a standard corporate reorg as a literal threat to survival
The hidden danger of performance conformity when forcing speed onto an organization
How to navigate the four communication quadrants to build deep trust during a major pivot
Why renaming your entire transformation strategy to empathy is the ultimate leadership unlock
Episode Chapters
(00:01) Intro
(00:41) Meeting the Resistance Fortune Teller
(02:41) How the amygdala misinterprets corporate change
(06:42) Reframing employee pushback as biology instead of rebellion
(08:18) Practical tools for moving teams past their status quo
(11:58) Why a constant state of urgency completely backfires
(15:26) How clear storytelling neutralizes negative narratives
(18:15) Balancing the four communication quadrants to create safety
(24:11) The brand that makes Travis smile
(25:22) Where to learn more
About Travis Hahler
Travis D. Hahler transforms how Fortune 500 companies navigate change by revealing a startling truth: resistance isnāt rebellionāitās biology. As Senior Director of Global Strategy and Transformation at Salesforce and Founder of The Neurological Nomad, he brings an unprecedented fusion of neuroscience and business acumen to organizational transformation. Having conducted EEG research in Denmark, studied neuropsychology at Harvard, and led change across major global enterprises, Travis helps leaders remove ego, embrace neural wiring, and put people back at the center of successful strategic change.
What Brand Has Made Travis Smile Recently?
Anthropic is the tech brand bringing genuine joy to Travis lately. He has been highly impressed by their recent platform updates and collaborative features, which have allowed him to smile while learningāa rare feat for complex technology products that typically bring more frustration than fun.
Resources & Links
Connect with Travis on LinkedIn.
You can also check out his website, ā The Neurological Nomadā , as well.
Listen & Support the Show
Watch or listen onĀ Apple Podcasts,Ā Spotify,Ā YouTube, Amazon/Audible,Ā TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of theĀ Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Invisible Engine Behind Every Brand Decision
Monday, June 29, 2026 ā¢ Duration 32:23
We like to think our buying decisions are completely rational and deliberate. The truth is that most consumer behavior is driven by subconscious perception and invisible mindstates that leaders completely miss. When we design brand strategies for the logical mind, we miss the actual human experience. Our next guest spent years inside PepsiCo unlocking how consumers really think. Now he is helping brands blend behavioral science with artificial intelligence to fundamentally change how we communicate.
What Youāll Learn in This Episode
Why all brand decisions start emotionally before the rational mind attempts to justify the consequence
How to elevate traditional consumer research by mapping functional goals to higher aspirational identity
The critical difference between efficiency artificial intelligence and effectiveness technology in modern brand strategy
Why customer segmentations fail when they evaluate static attitudes instead of dynamic situational mindstates
How iconic organizations earn creative liberty by helping their audience achieve their very best day
Episode Chapters
(00:00) Intro
(01:31) The Reality of Thirty-Five Thousand Daily Decisions
(03:47) Moving From Squishy Emotional Marketing to Goal Theory
(06:42) The Car GPS Analogy for Consumer Behavior
(08:41) Defining the Temporary Mindstate Overlay
(12:01) The Complexity of Shifting Consumer Roles
(15:57) Lessons Learned From the True North Campaign Failure
(19:11) Priming and the Five Guys Friday Night Phenomenon
(21:36) Balancing Efficiency Versus Effectiveness in Artificial Intelligence
(25:16) The Spotify Disco Ball Logo Tension
(27:58) Show Wrap Up and Connect Points
About Will Leach
Will Leach is a behavioral scientist, marketing strategist, and the founder of Mindstate Group. A former PepsiCo executive, he has spent decades helping organizations understand how subconscious perception shapes customer decisions. Will specializes in the intersection of behavioral science, branding, and artificial intelligence, teaching brands how to look past traditional demographics to uncover the hidden motivations of their audience. He is also the author of Marketing to Mindstates, a definitive guide exploring the psychological reasons behind why customers choose what they choose.
What Brand Has Made Will Smile Recently?
A brand that has made Will smile recently is Spotify. He observed the massive marketplace tension and public opinion surrounding their recent temporary icon shift to a disco ball. Will noted that brands are stored in minds as emotional predictions rather than visual assets, and he smiled because Spotify has earned the creative liberty to experiment after twenty years of helping users reach their music aspirations.
Resources & Links
Connect with Will on LinkedIn.
Check out the Mindstate Group website.
Listen & Support the Show
Watch or listen onĀ Apple Podcasts,Ā Spotify,Ā YouTube, Amazon/Audible,Ā TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of theĀ Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Capturing Coachella Lightning in a Bottle
Monday, June 22, 2026 ā¢ Duration 30:44
When Addison Rae headlined Coachella this year and the crowd lost it to āFame Is a Gun,ā the cultural momentum felt instant. But the social infrastructure behind that track was built months in advance, one creator at a time, by Griffin Haddrill and his team at LV8. By moving past the standard 48-hour launch spike and focusing on an always-on creator strategy, they drove over 80 million views and a staggering 9% engagement rate.
What Youāll Learn in This Episode
How to move past the standard 48-hour launch spike and build true cultural momentum
What a deep, hyper-specific audience mapping approach looks like compared to standard demographic targeting
How to build and organize a massive global framework of editors for real-time clipping strategies
Why organic marketing and performance marketing must live in separate, equal buckets to scale effectively
The real data behind human-led vs. AI-driven creative performance and how it impacts consumer retention
Episode Chapters
(00:00) Intro
(04:00) Moving Beyond the 48-Hour Launch Spike
(05:29) The Power of Depth in Audience Targeting
(07:22) Setting a 9% Engagement Rate Standard
(08:31) Capturing Lightning in a Bottle with Speed to Market
(09:59) The Underbelly of Social Strategy: Clipping and Global Editors
(11:39) Splitting the Buckets: Organic Brand Building vs. Performance Marketing
(14:12) The Hidden Impact of AI on Consumer Attention and Retention
(18:48) Human-Led Creative vs. AI Performance Data
(21:48) The Brand That Made Griffin Smile
(22:30) Outro
About Griffin Haddrill
Griffin Haddrill is the founder of LV8, a Gen Z-founded and led digital-first agency based out of Las Vegas. LV8 specializes in creator-led strategies that drive massive digital culture momentum for music labels and global legacy brands alike. Known for pushing past traditional marketing frameworks, Griffin and his team have orchestrated high-profile lifecycle campaigns for artists like Addison Rae and major entertainment partnerships with Columbia Records.
What Brand Has Made Griffin Smile Recently?
e.l.f. Cosmetics recently put a massive smile on Griffinās face with their unexpected Liquid Death collaboration. He loved how two highly unique, disruptive brands came together to create something incredibly fun, cool, and beautifully chaotic for their shared communities.
Resources & Links
Connect with Griffin on LinkedIn.
Check out the LV8 website.
Listen & Support the Show
Watch or listen onĀ Apple Podcasts,Ā Spotify,Ā YouTube, Amazon/Audible,Ā TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode ā email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of theĀ Marketing Podcast Network.
Until next week, Iāll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
