Why IKEA Isn’t Really About Furniture – Brand Strategy with Belen Frau

This week on BRANDED Weekly, Ben Kaplan and Tom Cain dissect the marketing strategies hidden in world news, tech headlines, and viral campaigns. Why did Iran give advance notice before launching missiles? Is Meta’s $100M talent grab a turning point in the AI arms race? Why did job site giants like CareerBuilder collapse? Plus, we debate scratch-and-sniff armpits as a marketing tool, the fall of PewDiePie, and the future of AI in law. And yes, the Liver King might’ve tried to fight Joe Rogan.

In this episode of BRANDED, Ben Kaplan and Tom Cain dive into the biggest business and culture stories of the week, blending serious insight with sharp wit. They discuss Meta's aggressive push to poach OpenAI talent with $100M offers, the Trump family launching a gold-plated smartphone and mobile network, and why Airbus is feeling confident while Boeing flounders. Plus, they explore the impact of rising tariffs on Hasbro’s workforce and Elon Musk’s relentless AI spending spree. As always, the show ties in viral holidays, major birthdays, and whether Tom would board a pilotless plane.

In this episode, Tom and Ben unpack the branding implications behind this week’s biggest business headlines. They start with Apple’s latest developer conference and whether the company is still seen as an innovation leader or has shifted into incrementalism. They also discuss a quirky new hold-music feature that Tom is excited about, and how Apple’s brand promise of “things just work” creates high stakes when launching new products.They then shift to the protests in LA, examining how Trump’s political maneuvers reframe the Democratic brand—and whether brands should speak up or stay silent in politically charged moments. The conversation moves into the Musk–Trump fallout, including stock crashes, retaliation threats, and what it means for Tesla’s brand and Elon’s decision-making.Next, they dig into Mondelez's lawsuit against Aldi for Oreo copycats, highlighting how brand confusion can spark legal battles. From there, they analyze Warner Bros. Discovery’s decision to spin off streaming and cable units, the larger trend of strategic brand separation, and what it means for the media landscape.The episode closes with insights on global layoffs, the rise of the “AI economy,” how brands should handle internal messaging during cutbacks, and Alibaba’s new AI-driven virtual try-on feature—what it signals for fashion, e-commerce, and marketing creativity.

Welcome to the new era of BRANDED. In this refreshed format, Ben Kaplan and Tom Cain team up weekly to break down the biggest stories in branding, marketing, tech, and business—with sharp takes, bold questions, and zero fluff.In this episode:Hailey Bieber sells her skincare brand for $1B—how attention became the most valuable currencyMeta signs a nuclear deal to power AI—literallyApple tries to reinvent itself with a major UI overhaul—but is it still innovative?Tesla’s global sales slump—what’s really going wrongSalesforce targets data dominance with a new acquisitionPlus: How generative AI is changing the job market and what it means for creators, marketers, and brands

In this episode of Branded, Ben Kaplan sits down with Bridget Evans, the Global Head of Business Marketing at Spotify, to unpack the platform’s growing role as a multimedia advertising powerhouse. Bridget breaks down Spotify’s evolution from a primarily audio-based brand into a dynamic player in video advertising and podcast monetization.They explore:Spotify’s strategic pivot to include more video-first experiences, including video podcasts, music videos, and lyric videos.The award-winning “Spreadbeats” B2B campaign that turned Excel spreadsheets into media channels to reach media buyers in unexpected ways.How Spotify is supporting mid-tier and micro-podcasters through the Spotify Partner Program and new monetization tools.The balance between owned/licensed content and supporting a broader creator economy.Why podcasting fosters deep engagement and trust, making it a unique advertising channel with powerful reach.The future of AI in audio, from content discovery to personalized playlists and DJ experiences.Bridget’s thoughts on data-driven marketing, brand storytelling, and why creative opportunities on Spotify are more expansive than ever.Plus, Bridget shares the best career advice she ever got from Gary Vaynerchuk: “Don’t focus on being the first—focus on being the best or the most creative.”

In this episode, we sit down with Meghann McNally, Chief Marketing Officer at Wrench Group, to explore how she’s transforming the home services industry through predictive analytics, local brand empowerment, and a bold growth mindset. From leading digital disruption in traditionally offline sectors to integrating marketing with data science, Meghann shares her approach to building trust, scaling rapidly, and avoiding “one-size-fits-all” marketing traps.Whether you're scaling a brand or trying to outpace competitors, this episode is packed with actionable insights on how to lead with both heart and hard numbers.

Rand Fishkin—founder of Moz, cofounder of SparkToro, and now leading indie game studio Snackbar—joins us to talk about what it really takes to build a brand people care about. From disrupting the SEO world to rethinking audience research, Rand shares how transparency, community, and a bit of rebellion have shaped every step of his journey. We dig into why most marketers get audience targeting wrong, how SparkToro is fixing it, and what launching a video game has in common with startup life. Plus, Rand opens up about burnout, honesty in branding, and why Lost and Founder struck a nerve with so many entrepreneurs.If you're in marketing, startups, or just like hearing from someone who tells it like it is—this one’s for you.

In this episode of Branded, Ben Kaplan speaks with Jennie Platt, the Chief Marketing Officer of TD Bank US. With a career spanning American Express, Citi, and now TD, Jennie shares her unique perspective on how large financial institutions can remain genuinely connected with their customers.She dives into TD's Unexpectedly Human brand promise, explaining how it’s more than just a tagline, it’s a company-wide commitment to understanding and anticipating customer needs. Jennie discusses the power of data-driven marketing, why personalization matters more than ever, and how TD is blending digital innovation with old-school human touch to redefine banking experiences.From dog-friendly ATMs to real-time data insights, Jennie reveals the strategies behind TD's growth and how they're staying ahead in a rapidly evolving financial landscape. Whether you’re in marketing, finance, or just curious about how big brands build real connections, this episode is packed with insights you won’t want to miss.

How do you scale a beloved burger brand without losing the heart that made it special?In this episode of Branded, host Ben Kaplan speaks with Chris Dull, President and CEO of Freddy’s Frozen Custard & Steakburgers. Chris opens up about the balancing act of fast growth and genuine hospitality—sharing how Freddy’s has expanded into 37 states, reimagined its digital experience, and stayed laser-focused on franchisee success.From caramelized steakburgers to post-pandemic innovation, this conversation dives into the power of brand consistency, listening to your guests, and creating “one-of-a-kind moments” in everyday life.If you’re in branding, franchising, or just trying to grow something the right way—don’t miss this one.

How does a global giant like IKEA stay affordable, sustainable, and deeply personal—all at once? In this episode of Branded, host Ben Kaplan sits down with Belen Frau, a senior global leader at IKEA who’s helped shape the brand from the inside out. With over 20 years at the company, Belen shares how IKEA's democratic design philosophy drives everything from flat-packs to climate impact. From launching secondhand platforms to redefining what it means to be “for the many,” this is a masterclass in brand purpose, strategy, and resilience.