Marketing & brand
Building the business
1,547 episodes across 43 shows cover marketing & brand. The shows that cover it most are How I Built This, The Startup CPG Podcast and Making It. The most recent, from 13 Oct 2026, is “#270 Insights from 34,000 in-store demos with Grassroots Marketing” from The Startup CPG Podcast.
Brand building, storytelling, content, social media, PR, influencers and B2B marketing.
1547 episodes from 43 shows, most relevant and most recent first.
1547 episodes
UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.
Brian Smith, founder of UGG, explains how he imported Australian sheepskin boots to the U.S. in 1979, initially struggling with zero sales from surf shops before pivoting to marketing to real surfers like Mike Parsons and Ted Robinson. He…
#265: Marion Nestle on Food Politics and the Cereal Aisle
Marion Nestle, Professor Emerita at NYU and author of 'Sugar Coated: Unboxing the Hidden Forces Shaping America's Favorite Breakfast Food,' discusses the history of cereal marketing with host Daniel Scharff. She explains how Kellogg's…
Why Manufacturing Marketing Is Different and The Event to Support Your Team w/ Wendy Covey
Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76 discuss the fourth annual Industrial Marketing Summit, an event for B2B industrial marketers held in Austin, Texas. They highlight the summit's focus on nuanced topics like…
The Next Chapter of SEO: How Manufacturers Get Recommended by AI w/ Grace Wright
Grace Wright, VP of Innovation at Gorilla 76, explains how manufacturers can get recommended by AI tools like ChatGPT, Claude, and Gemini by optimizing for technical accessibility, comprehensive content, and external authority. She details…
Advice Line with Stacy Madison of Stacy’s Pita Chips
Stacy Madison, founder of Stacy’s Pita Chips, joins Guy Raz on the Advice Line to answer questions from three early-stage entrepreneurs. She advises Sam Cagle of Dough Guy on scaling his pizza steel brand beyond his personal Instagram…
#463: Finding MedTechs Leading Voices with Sean Smith
Sean Smith, founder of MedTech Leading Voices, explains how B2B marketing in the medical device industry must prioritize human connection and expert attribution over polished corporate messaging and AI-generated content. He argues that…
#245 - Growing Your Brand with Influencer Marketing with Joybyte
Myriah Castillo, president of Joybyte, and Val Ponce De Leon, head of influencer at Joybyte, explain how early-stage CPG brands can use influencer marketing as a content engine rather than just a conversion tool. They detail a…
#266: Building an Organic Social Media Following with Lindzi Shanks, XO Marshmallow
Lindzi Shanks, founder and CEO of XO Marshmallow, explains how she built a 1.4 million follower social media presence and generated over $2 million in TikTok Shop sales by treating the marshmallow manufacturing process as inherently…
290: Why Danny Gonzales Thinks Manufacturing Has a Storytelling Problem
Danny Gonzales, CEO of IndustrialSage, explains how his video production company addresses the manufacturing industry's 'storytelling problem' by changing perceptions of the sector from grimy to innovative. He discusses the strategic…
5 Strategic Manufacturing Marketing Plays for 2026 w/ Peyton Warren
Peyton Warren, Marketing Director at Gorilla 76, outlines five strategic marketing plays for B2B manufacturers in 2026, emphasizing that success requires moving beyond passive trade show attendance to proactive relationship building. The…
256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76
Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76 discuss the evolution of industrial marketing, emphasizing that while fundamentals like expert knowledge extraction remain vital, the distribution channels have shifted. They…
#233 - Ask-Me-Anything: Marketing with Janice Greenwald
Janice Greenwald, a fractional CMO with 20 years of experience at companies like Sabra and Unilever, advises early-stage CPG brands on marketing strategy, budgeting, and packaging. She argues that social media and PR are long-term…
Hosting a Niche Event and Building a Community Around It w/ Wendy Covey
Wendy Covey, CEO of True Marketing, and Joe Sullivan, co-founder of Gorilla 76, discuss the strategy behind creating the Industrial Marketing Summit, a niche event for B2B marketers in the manufacturing sector. They detail the event's…
BONUS: Brand Building Live at Cannes Lions
Jim Stengel, former Global Marketing Officer at Procter & Gamble, discusses brand building strategies with Guy Raz at Cannes Lions. Stengel shares case studies from his tenure at P&G, including the launch of Duncan Hines cookies, the…
Ep. 45 - Advertising
Stephen Oz and Lucy from Opulo discuss their advertising experiments for the Lumen pick and place machine, highlighting the mismatch between social media ads and long sales cycles. They explain how they shifted focus from direct purchases…
337 - Rooting yourself in truth - part 1 of Sales Exegesis
Adam Peek, founder of Label King and author of 'Sales Exegesis: A Pastor’s Journey into Packaging Sales,' explains his philosophy of rooting sales in objective truth rather than emotional fear. He contrasts 'eisegesis' (subjective…
Where it comes up0:00
#270 Insights from 34,000 in-store demos with Grassroots Marketing
David Heiser, Co-Founder of Grassroots Marketing, explains how his company analyzed 34,000 in-store demos across Whole Foods, Sprouts, Central Market, and Erewhon to create a data-driven report for CPG brands. Heiser details key findings…
#259 - Mini-Episode: Legal Considerations for Co-Branding Agreements with Foster Garvey
Hillary Hughes, a lawyer at Foster Garvey, explains the legal framework for co-branding agreements in the CPG industry, using examples like Doritos Locos Tacos and Oreo Coke Zero. She distinguishes true co-branding from simple licensing by…
288: Inside the Sisterhood of Trades: Why Women Are Choosing Skilled Trades Careers
Nush Ahmed, CEO, and Brooke Laing, Chief Strategy Officer of Sisterhood of Trades, explain how their community supports women in skilled trades through digital platforms. They detail the evolution from a Snapchat group to a structured…
"What's the ROI?" is the Wrong Question: Measuring Marketing Impact w/ Joe Sullivan
Joe Sullivan, founder of the industrial marketing agency Gorilla 76, explains why asking 'What's the ROI?' too early is a common mistake for manufacturing leaders. He contrasts two scenarios: a company needing short-term sales lift (like…
Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey (April 2024)
Fawn Weaver, founder of Uncle Nearest Premium Whiskey, joins host Guy Raz to advise three early-stage entrepreneurs on brand storytelling and business strategy. She advises Kevin of Puente Coffee to articulate his personal farm story on…
#199 - How to Drive Velocity with Marketing with Janice Greenwald
Janice Greenwald, a marketing consultant with experience at Unilever and Sabra, outlines her 'Cs and Ps' framework for driving CPG velocity, emphasizing that fundamentals like product, pricing, and packaging must precede promotional…
318 - What every beverage brand needs to know about packaging with Fred Hart
Fred Hart, owner of Hart Brands and strategic advisor for Drum Roll Snacks, discusses branding trends in the food and beverage industry with host Adam Peek. They analyze the 'arms race' of protein marketing in beverages, the rise of…
Advice Line with Maureen Kelly of Tarte Cosmetics
Maureen Kelly, founder and CEO of Tarte Cosmetics, joins Guy Raz on the Advice Line to answer marketing questions from three early-stage founders. She advises Christina O'Brien of Badari on broadening the market for her sweat-wicking…
Advice Line with Tom Rinks of Sun Bum
Sun Bum co-founder Tom Rinks joins Guy Raz to advise three early-stage founders on branding and marketing challenges. Rinks helps Wendy Kushel of Wendela's Low Country Sugar Scrub refine her confusing brand identity and suggests bold…
The Business Impact of 250 Consecutive Weeks of Podcasting w/ Joe Sullivan
Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, reflects on the business impact of publishing 250 consecutive episodes of The Manufacturing Executive podcast over five years. He details six key benefits: driving…
Where it comes up0:38
#244 - Live Pitch Practice & Feedback
Host Daniel Scharff and former retail buyer Caitlin Bricker provide live feedback to eleven CPG founders pitching at Expo West, including Divya Kumar of AyurSome Wellness, Spencer McManus of Kaviva, and Kristoffer Quiaoit of Good Journey…
#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati
Janice Greenwald, a fractional CMO for emerging food and beverage brands, and Kat Karpati, co-founder of Flock Creative, explain how to create effective packaging creative briefs that align business strategy with design. They discuss…
IMTS After Hours: Your Unofficial Guide to IMTS 2026 featuring Jim Mayer and Emily Wilkins
Chris Luecke hosts IMTS After Hours with Emily Wilkins of Marketing Metal and Jim Mayer of the Manufacturing Connector to discuss the unofficial social scene of IMTS 2026 in Chicago. The guests share favorite memories from past events…
How B2B Manufacturers Can Win Organically on LinkedIn w/ Jake Hall
Jake Hall, known as The Manufacturing Millennial, explains how B2B manufacturers can leverage LinkedIn for organic growth by shifting from traditional sales catalogs to accessible, personable content. He argues that companies should…
Advice Line with Gary Erickson of Clif Bar
Gary Erickson, founder of Clif Bar, joins Guy Raz to advise three early-stage founders. He discusses Clif Bar’s strategy of targeting niche communities like cyclists and climbers to build a mass-market brand, and how aggressive marketing…
Founder Feature: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon
Emmanuel Waters and Courtney Tucker, co-founders of Old Hillside Bourbon Company, discuss bootstrapping their premium spirit brand for six years to tell Black history through products like Last Ride Rye, Trifecta, and Harlem Hellfighters…
PDX – The Product Development Expo
Aaron Moncur, founder of Pipeline Design & Engineering and host of the Being an Engineer podcast, explains his motivation for launching the Product Development Expo (PDX) in Portland. He highlights the lack of a single venue for physical…
Where it comes up0:00
Advice Line with Michael Preysman of Everlane
Everlane co-founder Michael Preysman joins Guy Raz to advise three early-stage founders on building physical product businesses. He advises Todd Weinberg of KTCHN on sourcing and creative for his pickleball apparel brand, Anna Babbage of…
Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey
Fawn Weaver, founder of Uncle Nearest Premium Whiskey, joins host Guy Raz to advise three early-stage entrepreneurs on brand storytelling and business strategy. She advises Kevin Rita of Puente Coffee to articulate his farm-to-cup…
Bonus Episode: Marine robotics' journey through different lenses
Claire Asher hosts a panel at AUV 2026 featuring Gwyn Griffiths, Daniel Hook, Emma Curtis, Sara Aldhaheri, and Edith-Clare Hall to discuss how marine autonomy is perceived by engineers, end-users, and the next generation. The group debates…
#188 - Celebrity and Influencer Contracts with Foster Garvey
Hillary Hughes of Foster Garvey explains the legal and business structures of celebrity and influencer endorsements for CPG brands, distinguishing between cash, equity, and royalty deals. She details critical contract components including…
#166 - CPG Trade Media: Elizabeth Crawford, Brooke Just, and Adrianne DeLuca
Elizabeth Crawford of FoodNavigator-USA, Brooke Just of Food Business News, and Adrianne DeLuca of BevNET & Nosh discuss how CPG brands can secure trade media coverage by pitching data-driven stories that fit broader industry trends like…
Introducing the 2025 Industrial Marketing Summit w/ Wendy Covey
Wendy Covey, CEO and co-founder of TREW Marketing, and Joe Sullivan, co-founder of Gorilla 76, discuss the 2025 Industrial Marketing Summit, a niche event for B2B manufacturing marketers held in Austin, Texas. They detail the summit's…
Conferences in Tech
Bryan Cantrill hosts a discussion with Theo Schlossnagle (Netlify), Steve O'Grady (RedMonk), and KellyAnn Fitzpatrick (RedMonk) about the evolution of tech conferences. They contrast early, intimate events like OzCon, Surge, and…
Rick Steves' Europe: Rick Steves (2021)
Rick Steves, founder of Rick Steves' Europe, explains how he built a $100 million travel business by giving away content for free, starting with self-published guidebooks like 'Europe Through the Back Door' and low-cost minibus tours. He…
#216 - Food Labeling Law 101 with Lauren Handel
Lauren Handel, founder of Handel Food Law, explains the regulatory framework and litigation risks for CPG brands, distinguishing between FDA-regulated foods and USDA-regulated products. She details specific claim categories including…
294 - Most printers have no idea how digital marketing works - Pryntbase
Alyssa Summers, CEO, and John Bracamontes, CMO, of Print Base, explain how they provide affordable digital marketing tools and services specifically for small and medium-sized commercial printing companies. They discuss the strategic…
Dollar Shave Club: Michael Dubin, From Zero to a Billion Dollar Exit in Five Years (December 2018)
Michael Dubin, founder of Dollar Shave Club, explains how he leveraged his background in video marketing and improv comedy to disrupt the razor market dominated by Gillette. After meeting Mark Levine, who had 250,000 razors in a warehouse…
10 Years of How I Built This: A Decade of Innovation, Risk and Reinvention
Guy Raz and Jamie Siminoff, founder of Ring, review highlights from ten years of 'How I Built This,' discussing the emotional and financial struggles of founders like Sam Kalagani of Dogfish Head, Eileen Fisher, and Sarah Blakely of Spanx…
Why Engineering Knowledge Should Drive Marketing Messaging w/ Adam Kimmel
Adam Kimmel, founder of ASK Consulting Solutions, explains how his background as a chemical and mechanical engineer informs his current work in strategic marketing and fractional business development. He argues that marketers must…
#163 - The Startup CPG Newswire & PR Tips from Jess Windell
Jess Windell, owner of Maven Consulting and co-founder of Dryft Sleep, joins Startup CPG to discuss the launch of the free Startup CPG Newswire and provide PR strategy for early-stage brands. She argues that early brands should avoid…
#269 Retailer Spotlight: Mariano's, with Amanda Puck
Amanda Puck, Vice President of Communications and Brand Development for Roundy's (parent company of Mariano's and Metro Market), explains how the Midwest-focused grocery chain sources and supports local vendors. She details the 'What's…
Ep. 31 - Going to Events
Stephen Oz and Lucian Chaper of Opulo discuss the strategic value of attending trade shows for their LumenPnP pick-and-place machine, emphasizing that events are crucial for gathering customer data and shaping product direction rather than…
How to Adapt in a Changing B2B Manufacturing Buying Landscape w/ Joe Sullivan
Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, argues that traditional B2B manufacturing sales methods are failing due to demographic shifts and changing buyer behaviors. He identifies four outdated…
Where it comes up0:34