Author Archives: Nick Westergaard

“A challenger brand is defined by an ethos — a mindset. They have ambitions that outweigh their internal marketing resources. They have to outthink. They can’t outspend.” So how do you punch above your weight class? We talked about this … Read More →

“Every company can be broken into three parts — marketing, operations, and product.” Raul Hernandez is an expert at helping business break down their marketing processes to boost both scale and impact. We discussed all of this and more this … Read More →

To say that we live in strange times is an understatement. We’re surrounded by disruption. Every long-held assumption is being tested. The world of branding is no exception. With more channels to communicate, one could think it’d be easier than … Read More →

“The brand has changed from goods and services to a building block of personal identity.” David Lemley knows this first hand. Twenty years ago he led the team that helped Starbucks grow from a boutique coffee shop to a brand … Read More →

“Brand creates focus. It helps you prioritize. Because it’s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time.” This week on the On Brand podcast, I was joined … Read More →

“Excel at what you can’t control. A lot of people say ‘control what you can control.’ But I think you excel at those things that you can’t control because those are the things that are gonna keep you until you … Read More →

“It’s not a marketing veneer. It’s not a marketing campaign. It’s embedded in our values, our behaviors, and how we show up in the world.” Rebranding is a challenge many struggle with. But what if you’re a 70-year old category … Read More →

“A lot of Wall Street people think that profit is the reason for business. I say profit is the applause you get for creating a motivating environment for your people so they’ll take good care of your customers.” This week, … Read More →

“A brand story should be built on a good narrative.” Jeff Swystun has built his career helping brands tell their stories. His career alone is storied with time at DDB and Interbrand. He’s also author fo the new book Why … Read More →

“I started out struggling with doing business and doing good. It’s always presented as this zero-sum game. And it doesn’t have to be.” Alexandra Dimiziani has spent her career building iconic brands such as Coca-Cola and Airbnb. Today she’s co-founder/managing … Read More →