TikTok and the Future of Storytelling

Few platforms have changed culture as quickly—or as globally—as TikTok. Khartoon Weiss, VP and GM of North America and Global Business Solutions, is at the center of it, helping brands and businesses connect with audiences in ways that are creative, authentic, and impactful. From scaling Spotify to leading top agencies, she’s built a career on turning bold ideas into cultural movements—and now she’s shaping the future of TikTok. What You’ll Learn in This Episode How TikTok has broken the traditional brand storytelling arc Why authenticity and “real production” outperform polish on the platform How content, commerce, and search converge on TikTok Why short form content can still drive loyalty and long-term brand love What brands like Chipotle, McDonald’s, and Gap are doing right on TikTok Episode Chapters (00:00) Intro (00:38) Why TikTok has changed brand building (02:12) Stewarding TikTok’s brand and helping other brands grow (03:34) Unlearning traditional storytelling on TikTok (06:01) Authenticity over polish with examples from Chipotle and McDonald’s (10:20) Content, commerce, and the rise of search on TikTok (14:04) Can short form content build brand loyalty (21:08) Brand safety, trust, and TikTok’s uncertain future (24:48) Lessons from scaling brands at Spotify, agencies, and TikTok (27:09) The that made Khartoon smile recently About Khartoon Weiss Khartoon Weiss is the VP and GM of North America and Global Business Solutions at TikTok. She previously led global revenue at Spotify, served as Chief Marketing Officer and Managing Director at MDC Partners and Mediacom North America, and was a VP at iHeartMedia. She began her career at BBDO, Ogilvy, and Grey Worldwide. Weiss has been recognized by Campaign’s “40 Over 40,” AdAge’s “40 Under 40,” and AdWeek’s “Top 50.” She completed executive education at The Wharton School and lives in New York City with her husband and two rescued cats. What Brand Has Made Khartoon Smile Recently? Khartoon pointed to Gap as the brand making her smile lately. She praised the retailer for collaborating authentically with creators, staying true to its roots, and showing up on TikTok in ways that feel natural and culturally relevant. For her, Gap’s bravery and creativity prove that when brands lean into community and culture authentically, audiences instantly recognize it—even without the logo. Resources & Links Connect with Khartoon on LinkedIn. Learn more about TikTok for Business. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

In our first episode of On Brand: Taylor’s Version, we’re joined by Sinéad O’Sullivan — aerospace engineer turned business strategist, former head of Strategy at Harvard Business School, professor, and co-founder of a global investment fund. She’s advised everyone from NASA to prime ministers … and she also happens to be in the top 0.01% of Taylor Swift fans worldwide. Her new book, Good Ideas and Power Moves: Business Lessons from Taylor Swift, hits shelves this week — and she’s here to share why Taylor isn’t just a pop star, but one of the sharpest strategists of our time. What You’ll Learn in This Episode Why “doing strategy” is more than PowerPoints and wish lists How Taylor Swift creates interlinked universes across her albums What it means to be anti-fragile and thrive in chaotic environments How storytelling can be leveraged as a business strategy Why Taylor Swift is her own product and outperforms traditional companies Episode Chapters (00:00) Intro (01:00) Getting Started with Taylor’s Version (01:35) Reputation Era Story Prompt and Misunderstandings (03:40) Doing Strategy the Taylor Way (08:10) Building Worlds Not Products (12:30) Lessons for Brands and Community (17:50) Fearless Era Story Prompt and Courage (24:20) Anti-Fragile Moves and Thriving in Chaos (28:10) Timing, Reverse Acquisitions, and Big Picture Strategy (38:30) Where to Connect with Sinéad About Sinéad O’Sullivan Sinéad O’Sullivan is an aerospace engineer turned business strategist, former head of strategy at Harvard Business School, professor, writer, and co-founder of a global investment fund. She has advised organizations from NASA to prime ministers and is the author of Good Ideas and Power Moves: Business Lessons from Taylor Swift. O’Sullivan has a BA in engineering, an MSc in finance, and a PhD in strategy. What Brand Has Made Sinéad Smile Recently? Sinéad shared that she’s been smiling at the creative universe built around Barbie. From specialty cars to Airbnbs, the way Barbie has expanded into a full cultural ecosystem reminded her of the worlds Taylor Swift builds with her albums—demonstrating creativity, collaboration, and clever brand storytelling. Resources & Links Connect with Sinéad on LinkedIn. Sinéad’s website. Sinéad’s Substack. Sinéad’s new book, Good Ideas and Power Moves: Ten Lessons for Success from Taylor Swift. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

What makes an idea—or a person—truly remarkable? Guy Kawasaki has spent decades evangelizing some of the world’s most influential brands—from Apple to Canva—and helping ideas spread in ways that stick. In his new book, Wiser Guy, he shares the lessons, stories, and wisdom he’s gathered along the way, showing how to think remarkable, lead with purpose, and make an impact that lasts. What You’ll Learn in This Episode - Why Wiser Guy isn’t a memoir and what it is instead - The surprising truth behind Guy’s decision to publish this book with a traditional house - How evangelism has evolved from Apple’s Macintosh launch to Canva today - Why democratizing technology matters—and where AI fits into that story - The timeless wisdom Guy believes we shouldn’t wait too long to share Episode Chapters (00:00) Intro (00:36) Welcoming Guy Kawasaki back to On Brand (03:08) Why Wiser Guy is not a memoir (05:08) From self-publishing advocate to Wiley author (10:45) Stories and lessons that rose to the top (15:12) Evangelism past and present (20:03) Is AI truly democratizing technology (27:02) A brand that’s made Guy smile recently (32:21) Where to learn more and closing gratitude About Guy Kawasaki Guy Kawasaki is the chief evangelist of Canva and the creator of Guy Kawasaki's Remarkable People podcast. He is an executive fellow of the Haas School of Business (UC Berkeley), and an adjunct professor of the University of New South Wales. He was the chief evangelist of Apple and a trustee of the Wikimedia Foundation. He has written Wise Guy, The Art of the Start 2.0, The Art of Social Media, Enchantment, and eleven other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College. What Brand Has Made Guy Smile Recently? Guy shared that Liquid Death has been making him smile. Beyond simply selling water in a can, the brand has built a bold, countercultural identity around “killing thirst.” Guy admires how they’ve created something fun and meaningful while inspiring him to craft his own marketing mantra, “kill mediocrity.” Resources & Links Connect with Guy on LinkedIn. Guy Kawasaki’s website. Wiser Guy on Amazon. Remarkable People podcast. Listen & Support the Show Watch or listen on Apple Podcasts → https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2 Spotify → https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk YouTube → https://www.youtube.com/hashtag/onbrandpodcast Amazon/Audible → https://music.amazon.com/podcasts/7f4fb055-1584-4037-a637-305c9b82ac3c/on-brand-with-nick-westergaard?refMarker=dm_wcp_af_r&ref=dmm_acq_mrn_d_ds_rh_z_-c_c_539036640611_g_127821134784 Google Play → https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a Stitcher → https://www.stitcher.com/show/on-brand-with-nick-westergaard TuneIn → https://tunein.com/radio/On-Brand-p967623/ iHeart → https://www.iheart.com/podcast/269-on-brand-with-nick-westerg-90019102/ Rate and review on Apple Podcasts → https://podcasts.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2 Rate and review on Spotify → https://open.spotify.com/show/2Hq9fjctcpm3YKlJFuXmRk Share this episode — email a friend or colleague → mailto:?subject=Check%20out%20this%20podcast%20episode&body=I%20thought%20you%20might%20like%20this%20podcast Sign up for my free Story Strategies newsletter → https://www.nickwestergaard.com/email/ Learn more about your ad choices. Visit megaphone.fm/adchoices

On Brand: Taylor’s Version is a 4-episode mini-series exploring Taylor Swift’s brand brilliance — from storytelling and community to cultural hitmaking and reinvention. Guests include bestselling authors, top CMOs, and academic experts who break down what businesses and leaders can learn from the world’s ultimate hitmaker. New bonus episodes drop every Thursday through October 2nd, leading up to the release of The Life of a Showgirl. 👉 Follow On Brand so you don’t miss an episode of this special series: Apple Podcasts Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

What makes a brand experience unforgettable? Laura Parkinson, Global Head of Brand Experience at LinkedIn, has created standout experiences at Apple, Google, and now LinkedIn. She leads the team behind the company’s most influential moments—online and in person—and knows how to turn bold ideas into connections that inspire and stick. What You’ll Learn in This Episode Why the most iconic brands focus on making people feel something, not just showing up consistently How LinkedIn uses experiences as a marketing channel to launch products and connect with audiences What it takes to scale brand experience inside a large organization while keeping it authentic Why in-person and digital experiences need to work together for a seamless brand presence How cultural moments and team culture fuel creative, “magical” brand experiences Episode Chapters (00:00) Intro (00:31) Laura’s path into brand experience from SXSW to Apple and Google (02:00) Lessons from Apple on intuitive, human-centered experiences (04:20) Making digital brands tangible through real-life experiences (05:26) The role of brand experience at LinkedIn (07:10) Scaling brand experience across a large organization (10:23) Measuring success in brand experiences (13:12) Designing consistent yet localized global experiences (17:05) How AI is reshaping brand experiences (21:18) Building teams that deliver magical experiences (23:18) A brand that’s made Laura smile recently (25:16) Where to connect with Laura About Laura Parkinson Laura Parkinson is the Global Head of Brand Experience at LinkedIn. She specializes in brand marketing events and experiences for global organizations across consumer products, retail, entertainment, technology, and SaaS. Laura brings bold visions to life through strategic thinking and deep operational expertise, having created and managed internal and external programs from concept to completion. She is passionate about building and supporting teams that imagine and deliver magical brand experiences that drive both market and mind share. What Brand Has Made Laura Smile Recently? The brand that’s made Laura smile recently is Build-A-Bear. Beyond its surging stock price, she admires how the company creates magical in-store experiences that resonate with everyone—from kids to adults. With plans to expand dozens of new locations, Build-A-Bear shows the power and value of real-life, experiential branding. Resources & Links Connect with Laura on (surprise!) LinkedIn. Listen & Support the Show Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

What happens when the women who helped build Microsoft finally get their story told? In her new book, The Women of Microsoft, Miri Rodriguez—Senior Storyteller at Microsoft, CEO of Empressa.ai, and award-winning author—spotlights the pioneers who shaped both the company and the future of tech. Along the way, she shares powerful insights on storytelling, leadership, and how empathy and purpose can transform the way we work. What You'll Learn in This Episode How the new book, The Women of Microsoft, came together in honor of Microsoft’s 50th anniversary Stories of resilience, leadership, and innovation from women who shaped Microsoft over five decades Why telling both the highs and lows of women’s experiences in tech matters Practical lessons for women navigating promotions, resilience, and confidence in today’s workplace How empathy, compassion, and inclusion can shape the future of work—especially in the era of AI Episode Chapters (00:00) Intro (01:09) How the book began (02:43) The mission behind The Women of Microsoft (04:33) Surprising and moving stories (06:35) Women’s impact on Microsoft’s innovations (09:10) Balancing celebration and hard truths (12:11) Lessons for women navigating tech today (19:14) The code of confidence and future generations (20:42) AI, Empressa.ai, and the future of work (26:35) A brand that made Miri smile Miri Rodriguez is the CEO of Empressa.ai, a groundbreaking AI company reshaping the future of work for women, and serves as Senior Storyteller at Microsoft, where she crafts narratives that resonate globally. An award-winning author of Brand Storytelling—translated into four languages—Miri is also a sought-after speaker and consultant known for her empathetic, purpose-driven approach. Beyond her professional work, she champions social advocacy by training leaders of social enterprises in Africa, mentoring students and professionals in the U.S., and sharing mindfulness and happiness through her platform Be Mindful Be Happy. Her global travels with her husband fuel both her storytelling and her belief in the power of human experience and technology to transform lives. What Brand Has Made Miri Smile Recently? Miri shared how the shoe brand Mephisto recently made her smile. While traveling in Spain, she rediscovered the brand her father had once introduced to her as a teenager. A local store gave her an unexpectedly personal, “white glove” experience—handwritten receipts, phone calls to the manufacturer, and even custom colors. For Miri, it was a powerful reminder that personal treatment and genuine customer care still win, even in a world dominated by mass retail. Links Connect with Miri on LinkedIn, Instagram, and her website. Check out her new book, The Women of Microsoft: Empowering Stories from the Minds that Coded the World. Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, Google Play, Stitcher, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

How did Google become one of the most powerful forces in advertising—and what happens when that power crosses the line? Ari Paparo, ad tech veteran, Marketecture founder, and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, takes us inside the deals, innovations, and strong-arm tactics that reshaped the industry. From behind-the-scenes stories of the “Rocket Docket” antitrust trial to the coming AI disruption of search, Ari shares candid insights on market dominance, branding, and the future of digital advertising. How Google bought, built, and bullied its way to dominance in the ad tech industry — and why multiple governments have called its behavior monopolistic What happened inside the Virginia “Rocket Docket” antitrust trial that inspired Ari’s book Yield, including behind-the-scenes stories from the courtroom How Google’s market power has steamrolled smaller ad tech companies and shaped the open web — and what might change if regulators break it up Why AI and large language models could disrupt Google’s search dominance for the first time in decades, reshaping SEO, SEM, and marketing strategy The branding lesson Ari took from clothing retailer Buck Mason — and why a perfectly on-the-nose brand experience can leave a lasting impression Ari Paparo began his career in digital advertising during the early days of the internet and went on to shape how online ads work today. He has led product teams at AppNexus and Bazaarvoice, helped create industry standards including the VAST video specification and Nielsen’s Digital Ad Ratings, and founded the media company Marketecture to make sense of the complex ad tech world. A sought-after speaker and host of the Marketecture podcast, Ari is also the author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, offering a behind-the-scenes look at the rise of one of the most powerful forces in technology. Ari pointed to Buck Mason—a clothing store he stumbled into with his wife in New York. Despite describing himself as “not a big clothes person” who usually dresses like a slob, he was struck by how perfectly the brand nailed its vibe: black T-shirts, a classic car parked in the middle of the store, art books casually scattered yet deliberately placed, and even a liquor bar to loosen wallets. Founded less than a decade ago in Venice Beach, Buck Mason impressed Ari as a masterclass in creating a brand experience so spot-on it feels like it was built in a lab for its ideal customer. Connect with Ari on LinkedIn and the Marketecture website. Check out his new book, Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance. Go down the internet rabbit hole on Ari’s Adland.tv — home to 80,000+ vintage TV ads. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! (00:00) Intro (00:29) Ari’s background in ad tech and industry standards (01:20) Breaking down Google’s strategy: bought, built, bullied (03:08) Conflicts of interest and antitrust cases against Google (05:10) Covering the “Rocket Docket” trial and stories from the courtroom (06:32) The impact of Google’s dominance on smaller ad tech companies (08:02) What might change if regulators break up Google (12:01) Google’s brand halo vs. behind-the-scenes behavior (16:12) Privacy, third-party cookies, and regulatory pressures (19:00) AI disruption and the future of search (21:08) Marketing implications: SEO, SEM, and influencer marketing (23:01) The buzzword Ari is tired of hearing (24:52) The brand that made Ari smile: Buck Mason (26:20) Where to learn more about Ari and Marketecture (27:32) Closing remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

Noel Massie is the former Vice President of U.S. Operations at UPS and author of the new book Congrats, You’ve Been Promoted. Over a decades-long career, Noel rose from part-time college employee to leading 200,000 people with a focus on values-based leadership. Today, he mentors rising leaders and serves on the boards of organizations like the Annenberg Foundation and the Los Angeles Urban League. We talked about leadership at scale, navigating promotions, and building a career that makes an impact—this week on the On Brand podcast. Noel Massie began working for UPS part-time during college and rose through the ranks to become vice president for UPS’s US Delivery Operations. Before his retirement in 2019, he oversaw 200,000 employees who were led by 12,000 supervisors. In this role, Noel supported and guided the package delivery and logistic services in the United States. He continues to mentor young leaders and supervisors. Noel is currently a member of numerous boards: the Annenberg Foundation, which holds a $1.7 billion endowment and where Noel serves on their investment committee that guides the foundation’s investment strategy; the Los Angeles Urban Leagues Executive Committee, where Noel served as chairman for nine years; Chapter ONE US, an organization that seeks to enhance elementary school literacy; and the Asian American and Pacific Islander Legal Center. Noel has received over a dozen awards, including the Peter Drucker School of Management Leadership Award, the Whitney M. Young Award, the Admiral Samuel L. Gravely Award, the Civic Leadership Award of Los Angeles, and the Civic Leadership Award of Chicago for serving for five years on the Chicago Workforce Board. He currently mentors young leaders and private organizations on values-based leadership principles. He and his family reside in Oak Park, Illinois, with a secondary residence in Southern California. Congrats, You’ve Been Promoted. That’s the title of Noel’s new book—and a perfect reminder that getting promoted is just the beginning, not the finish line. Noel shared why so many new leaders struggle after their big break and how values-based leadership can help them not just survive, but thrive in their new roles. What brand has made Noel smile recently? Noel pointed to McDonald’s—admiring how the brand stays consistent and approachable while evolving with the times. For him, it’s a lesson in balancing legacy with innovation, showing leadership isn’t just about flashy moves but steady, reliable connection. Connect with Noel on LinkedIn and his book, Congrats, You’ve Been Promoted.  Listen and subscribe at  Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! 00:00 Intro and Noel's Background   02:00 Starting Out and Early Leadership Lessons   06:15 The Idea Behind Congrats You’ve Been Promoted   11:35 Core Values and Setting Leadership Terms   17:00 Handling Ethical Challenges and Uncomfortable Moments   19:30 The No Casual Moments Rule in Leadership   22:00 Value-Based Leadership at Scale   25:45 Lessons from Coaching and Leadership Models   27:00 A Brand Has Made Noel Smile and How to Connect   Learn more about your ad choices. Visit megaphone.fm/adchoices

Dani Dufresne is the Founder and Executive Producer of The Auxiliary Co., a creative execution firm known for bringing bold ideas to life—efficiently and without the red tape of traditional agencies. Trusted by top brands, Dani’s built a reputation for flawless production and assembling world-class creative teams. We talked about all of this and more this week on the On Brand podcast. About Dani Dufresne Dani Dufresne is the badass secret agent behind some of the most jaw-dropping campaigns you’ve ever seen. As the brains and brawn behind The Auxiliary Co., she’s the one team's call when they need to pull off high-stakes creative execution—without the bloated budgets and red tape of traditional old model agencies. With an unmatched eye for innovative approaches, high-value design, and production execution, Dani doesn’t just manage a campaign’s work—she makes it legendary. Whether assembling an A-list creative team, running a massive production on a shoestring budget, or stepping in to save a campaign from disaster, she delivers flawlessly and unapologetically every time. Forget the outdated agency model. Dani’s way is smarter, leaner, and faster. She’s here to help brands ditch the bureaucracy, hire the right people, and actually get sh*t done. If you don’t know her name yet, that’s because she’s been too busy making everyone else look good. Industrial Color. Here's a link to the AI color tool Dani talked about. What brand has made Dani smile recently? Dani shared a recent brand collab that made her smile: the unexpected partnership between hand sanitizer brand Living Touch and Crocs. It’s quirky, a little ridiculous—and totally memorable. For Dani, it’s a perfect example of how brands can break through by ditching traditional influencer playbooks and instead teaming up with other brands in surprising, delightful ways. It may not make logical sense on paper, but it makes great content—and sometimes that’s exactly the point. Connect with Dani on LinkedIn and The Aux Co website. Listen and subscribe at  Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! 01:00 – Meet Dani Dufresne Intro to Dani and The Aux Co. — why she’s rethinking the traditional agency model. 03:30 – From Film School to Creative Producer How Dani’s Hollywood detour led to a career in advertising and production. 06:45 – What Agencies Get Wrong The communication gap between agencies, creatives, and production—and how Dani bridges it. 10:30 – The Rise of the Fractional Producer Why Dani started The Aux Co. and how her model differs from freelance. 14:10 – Scaling Smart: Building Flexible Creative Teams How she helps agencies and brands scale production without bloating their teams. 17:00 – Bringing Production in Early The case for embedding production thinking at the start of the creative process. 20:10 – Leading with EQ Managing personalities, egos, and teaching her team to anticipate problems before they happen. 23:40 – AI and the Future of Creative Work Why embracing AI isn’t optional—and how it’s changing creative ideation and production. 27:45 – A Brand That Made Dani Smile Why an unexpected Crocs x hand sanitizer collab stood out in a sea of sameness. 29:00 – Where to Find Dani Links, contact info. Learn more about your ad choices. Visit megaphone.fm/adchoices

Jason Keath is a creativity keynote speaker, digital strategist, and co-founder of Social Fresh — a long-running marketing conference and agency trusted by brands like HubSpot and Anheuser-Busch. A pioneer in paid social, Jason launched some of the first Facebook ads back in 2004. He’s also the author of The Case for More Bad Ideas, where he makes a compelling case for embracing messy thinking to spark better ideas. We discussed all of this and more this week on the On Brand podcast. About Jason Keath Jason Keath was one of the first people in the world to run ads on Facebook in 2004. He’s a digital strategy expert and the co-founder of Social Fresh, a digital agency and long-running marketing conference, founded in 2008. Today, Jason leads the agency side of Social Fresh, specializing in research, strategy, and paid media. He’s also a sought-after keynote speaker on creativity and the author of The Case for More Bad Ideas, a book that champions a counterintuitive but practical process for unlocking better thinking through messier ideas. He’s a 20+ year marketing strategist trusted by companies like HubSpot, Credit Karma, Anheuser-Busch, and Robinhood to help them command attention from the right audience. Jason has hosted thousands of marketers at Social Fresh events, built one of the longest-running communities in digital marketing, and believes the best ideas often start out looking like the worst ones. Want more Jason Keath? Listen to his first interview on the On Brand podcast back in 2016! During the show, Jason mentioned Mastercard’s innovations in sonic branding. Here’s my interview with Mastercard CMO Raja Rajamannar. What brand has made Jason smile recently? Jason shared examples from YETI, a brand he first fell in love with because of their exceptional product. But now, Jason thinks the brand’s marketing has caught up and is just as exceptional as the product itself. Connect with Jason on LinkedIn and subscribe to his newsletter (with new AI tools) at MoreBadIdeas.com. Listen and subscribe at  Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices