Personalization used to be a premium feature for brands. Now it’s becoming the baseline. From jewelry to motor vehicles, customers no longer see customization as a bonus. They expect products and experiences to reflect who they are. Instead of offering a handful of options to a broad audience, brands are redesigning their systems to make […]
Enrollment decisions are made long before a student fills out a form. In higher education, online searches are among the clearest signals of intent, surfacing questions about flexibility, cost, and outcomes that shape a student’s journey months before they’re ready to convert. In this episode, Tom and Veronica analyze how two industry leaders—Arizona State University […]
We’re back with another Brand2Brand Happy Hour, and this time Tom sits down with Cliff Stevens of Sedgwick for a candid conversation on bold, consumer-first B2B marketing. Cliff shares how borrowing the creativity, humanity, and storytelling instincts of B2C can help B2B brands cut through conservative categories, connect with real people, and stand out in […]
In this episode of Brand2Brand, Tom and Veronica explore how LEGO and IKEA turned their modular product systems into a strategy for systemized storytelling around collaboration and connection. What began as a structured approach to design and delivery evolved into a model for loyalty—because when you let customers take part in the process, you’re not […]
AI might be revolutionizing business, but that doesn’t mean your customers are as in love with it as you are. In this episode of Brand2Brand, Tom and Veronica explore how brands across industries are approaching AI—and how those choices shape audience trust, brand image, and long-term loyalty. From FinTech leaders like Intuit and their confident […]
Tom sits down with Ted Schlueter, CEO of The Grist and author of Branding for Buyout, for a Happy Hour conversation about how founders can prepare for mergers and acquisitions down the line by baking their exit strategy into the brand itself. From repositioning companies for acquisition to highlighting untapped potential, Ted has helped businesses […]
Attention spans may be shrinking, but the smartest brands are proving that long-form storytelling still wins. In this episode of Brand2Brand, Tom and Veronica explore how HomeGoods and BILT have created binge-worthy series that blur the line between advertising and entertainment. From building trust and brand loyalty to driving engagement and positive sentiment, we unpack […]
In this episode, it’s heat vs. heart as we look at American Eagle and Dove’s dramatically different approaches to marketing confidence. While AE leaned into—and is now doubling down on—risk with its viral “Great Jeans” campaign, Dove’s Real Beauty platform reinforces a decades-long commitment to honesty and self-acceptance. What does that mean for brand strategy […]
In this episode, join Tom and Veronica as they unpack the power of confident brand voice and how bold decision-making creates lasting cultural impact. By examining two global powerhouses—Nike and Apple—at the height of their cultural influence and today, they reveal how hesitation vs. conviction has shaped each brand’s relevance. From iconic campaigns to moments […]
Marketing is all about telling a good story, but when it’s done right, storytelling doesn’t just sound good—it drives real business impact, turning customer stories into changed behavior and measurable results. In this episode, Tom sits down with Julie Sullivan, VP of EdAdvisory Marketing at Bright Horizons, to break down how peer-driven narratives outperform polished […]
