# 233 - The Brand Pastor and the Packaging Pastor walk into a podcast...

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-12-14
- Length: 34m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast
- Listen: https://encase.substack.com/p/233-the-brand-pastor-and-the-packaging

## Summary

Luke Frazier, CEO of Parable Brand and host of the Promised Brand podcast, discusses his transition from running a mental health nonprofit to founding a branding consultancy focused on creating consistent brand messaging. He explains the concept of a 'brand operating system' that empowers employees to make decisions aligned with company values, using the Blackberry collapse as an example of brand failure. Frazier emphasizes that a clear core vision allows for adaptability in execution while maintaining a consistent customer experience.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast#t=0) Introduction and Guest Background
- [7:35](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast#t=455) Luke Frazier's Journey to Parable Brand
- [15:02](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast#t=902) The Blackberry Case Study and Brand Adaptability
- [21:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast#t=1309) The Brand Operating System and Employee Empowerment
- [28:09](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast#t=1689) Christian Music and Contact Information

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Parable Brand (company)
- Promised Brand (product)
- Specright (company)
- Blackberry (product)
- iPhone (product)
- Donald Miller (other)
- Marty Neumeier (other)
- The Brand Gap (product)
- Switch (other)
- Maverick City (other)
- Bethel (other)
- Brandon Lake (other)

## Related episodes from other shows

- [Advice Line: Growing Beyond Your Niche](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-10-advice-line-growing-beyond-your-niche) (How I Built This)
- [How Internal Culture Drives Customer Success w/ Doug Eisenhart](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-11-14-how-internal-culture-drives-customer-success-w-doug-eisenhart) (The Manufacturing Executive)
- [Advice Line with Curt Richardson of OtterBox](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-23-advice-line-with-curt-richardson-of-otterbox) (How I Built This)
- [Advice Line: "Strategy Sessions"](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-06-advice-line-strategy-sessions) (How I Built This)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-14-233-the-brand-pastor-and-the-packaging-pastor-walk-into-a-podcast. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.