SAP x Tim Hoppin: Evolving Creative Culture

What does it take to keep a brand human-powered in a world driven by social algorithms? Rebecca Dye Yonushonis, CMO of New Belgium Brewing, joins us to talk about researching Gen Z consumer trends, leading with curiosity, and building a bold, human brand in a world run by metrics.Key Takeaways: Rebecca explains how staying relentlessly curious and deeply in tune with consumer behavior helps New Belgium uncover fresh insights, challenge assumptions, and stay ahead of the curve.From beloved brews like Voodoo Ranger and Fat Tire Ale to bold campaigns that tap into Gen Z culture, Rebecca shares how New Belgium takes smart risks and does things differently.Rebecca shares how brands can avoid being at the mercy of social algorithms by showing up with authenticity, embracing real voices, and building genuine consumer connections.

Kim Chappell knows firsthand that infant feeding is a journey. Bobbie’s mission is to unapologetically support parents — whether breastfeeding, bottle-feeding, or both — by normalizing the feeding experience and raising the nutritional standards. Hear how Kim helped build a brand centered on the parent experience through a mission-aligned team, thoughtful partnerships, and customer belovedness, all while keeping parenthood at its heart.Key Takeaways:Bobbie’s mission-aligned, mom-led team inspires creativity, passion, and a deep connection to both the product and the customer journey.Kim’s experiences in journalism and motherhood equip her to tell the stories of feeding parents and build a brand that fosters emotional connection.We explore how Bobbie’s commitment to authenticity keeps customers at the center of its campaigns and attracts partnerships with figures like Meghan Trainor and Naomi Osaka.

Jared Grawrock of Goodr talks about the benefits of unabashed authenticity in marketing, life, and self. Together we explore how staying true to your nature in marketing lends more weight and more satisfaction to everything you accomplish. Key Takeaways: We chat about how enabling authenticity empowers people to voice ideas that might otherwise be silent.We learn how outlining a clear end goal can make or break your marketing campaigns.We explore taking pride in upleveling and sharing your work to create a better expression of a brand’s voice and vision

Dave Stangle is a self-described dog person. And so is the audience of BARK, where he’s VP of Brand Activation. Instead of sticking to the usual marketing playbook, BARK dove into what dog lovers truly crave and delivered with flair — think BARK Air and buzz-worthy campaigns. Dave’s insight? The real marketing magic lies in truly knowing your audience. It’s all about blending genuine understanding with creativity to create something exceptional.Key Takeaways: Dave shares why he thinks the top marketing metric is affinity and just how important it is in building a brand.We chat about why Dave’s biggest learning from working at BARK is maintaining an entrepreneurial spirit.Dave details how dogs have evolved to be part of the family, leading BARK to create a whole world of fun and engaging content for pups and their people.

From micro-creators to global celebrities, content creators now drive major business. Amazon Europe’s Head of Creator Marketing and Head of Influencer BD talk about their roles in helping creators monetize and grow, discussing how authenticity and credibility remain at the heart of their success. Learn how being true to your niche leads to stronger, more engaged communities.Key Takeaways: Find out why keeping it real matters to content creators’ growth. Learn how niche branding helps creators stand out, spark connection, and grow communities that care.Unpack the global differences in the creator economy, from audience engagement strategies to brand partnerships.

Sarah "Val" Valente of Berklee College of Music talks about the importance of spotlighting student creativity and nurturing artistic growth when marketing creative institutions. Tune in as we chat about tailoring marketing to students and alumni, creating local creative ecosystems, and being in the business of supporting big dreams.Key Takeaways: We talk about marketing tailored to creatives in multiple stages of their journey, from student to parent to alumni.Learn how Berklee achieves long-term brand appeal by ensuring their degrees support students beyond their time at school.We explore the impact and responsibility of creative institutions who ethically support the dreams of their students and faculty.

In this special episode of the podcast, hosts Beth Bradley and Nick Ross speak with attendees live at ENGAGE, our annual customer conference. Tune in to hear some rapid fire takes on the best brand campaigns, the worst marketing buzzwords, and more!Key Takeaways: Mark Mader, Smartsheet CEO, shares his favorite brand campaign (hint: this brand does very little marketing).Smartsheet customers share the buzzwords they’d prefer to never hear again.What’s the best piece of marketing swag you’ve ever received? Nick & Beth uncover some fan favorites. 

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.Key Takeaways: We chat about the vulnerability of being creative. We explore brand strategy and why branding is more than just the messaging and the visuals.Tim details how creating a safe space for criticism elevates creative culture.

Introducing your new robot assistant. Brooklyn-based AI evangelist Michael Francello explores the ethical use of AI in marketing and how responsibly embracing tech advancements can propel society forward. Tune in to learn about creator consent, the ethics of language and image model training, and how to use AI to do more than just put a cat on a skateboard.Key Takeaways: We chat about the rights of creators and the importance of consent, compensation, and transparency in AI model training.Weigh the value of AI in customizing marketing messages and analyzing data, against the broader societal impacts, like job displacement and mental health.Learn how to harness AI responsibly and the importance of skepticism, not cynicism.

Prepare to challenge assumptions about “Big Pharma” and clinical trials. Celerion Executive Director Angie Badgett offers a fresh perspective on marketing clinical research studies to the public. Angie discusses translating scientific terms, infusing regulatory compliance with creativity, and humanizing the pharmaceutical industry. Tune in to learn why you shouldn’t believe everything you see on Netflix, and what it takes to build a reputable brand with real customer relationships. Key Takeaways: We explore key challenges and solutions when it comes to working with marketers and creatives in highly regulated industries. Didn’t expect a clinical research organization to be on TikTok? Angie explains why social and word-of-mouth marketing are instrumental to Celerion’s success. As a 19-year Celerion veteran, Angie discusses what it takes for a company to create a culture of employee loyalty and long-term satisfaction.We learn about the four levels of conversion that Angie and her team use to measure the impact of their marketing initiatives.