Brand transformation, loyalty, and partnerships sound “big brand”… until you realize the fundamentals are very human: be clear on strategy, make people feel seen, and test/learn/optimize with data.

In this week’s episode, I sit down with Sheila Butler, CMO and founder of Butler Marketing Group (and host of Marketing Over Bourbon) to unpack what she’s learned shaping brands and loyalty programs across Disney, JP Morgan Chase/Bank One, Choice Hotels, and Axiom Bank.

From launching the Disney Visa (and building a loyalty program from scratch) to reframing loyalty for small businesses, Sheila shares the behind-the-scenes moves that actually drive behavior and why “start by starting” might be the most underrated marketing strategy of all.

We cover:

• Why most teams skip strategy (and why that’s where performance breaks)
• The Disney Visa “Day One / Charter Card Member” idea and how emotional recognition creates sticky loyalty
• What brand transformation looks like in practice (and why change management is the missing piece)
• How AI speeds up messaging and strategy work without replacing human judgment
• Loyalty without a Disney-sized budget: recognition, personalization, and high perceived value at low cost
• Partnership marketing done right: customer overlap, channel expansion, and the consumer “win” at the intersection
• The candid topic we avoid: where to cut when marketing budgets get slashed
• The myth Sheila would bust: influencer marketing doesn’t replace strategy

Key Takeaways:

• Gorgeous creative won’t save a campaign without a clear strategy.
• Loyalty is less about discounts and more about feeling valued.
• Partnerships work when they’re built on data + mutual value, not gut feelings.
• AI is an accelerant but only if the strategy foundation is already there.
• “Start by starting.” Progress beats perfection every time.

Connect with Sheila:

• Butler Marketing Group - https://www.butlermg.com/
• Linkedin : https://www.linkedin.com/in/sheilabutler/

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