How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.

What You'll Learn:

• How to refresh iconic brand characters while preserving core equity
• Why "living your brands" is an organizational imperative, not just a marketing function
• The measurement system that connects marketing investment to business outcomes
• How to capitalize on viral moments and cultural momentum without losing authenticity
• Why sustainability messaging shouldn't drive your brand positioning (even when consumers care)
• How to architect a modern marketing organization that balances internal capabilities with external partnerships

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Creative scrappiness can take brands where no one else has ever gone before - that’s BodyArmor’s story and we’re diving deep into it on the latest episode of the Marketing Vanguard podcast. Tune in as the brand’s CMO, Tom Gargiulo, opens up the pages of his playbook on succeeding as a challenger brand. From how to build winning athlete partnerships and leverage unconventional media channels for outsized ROI to executing a brand rebirth that resonates with both consumers and retail partners, this conversation is packed with actionable insights on punching above your weight in the CPG space and coming out on top.

What You'll Learn:

• How to build a disruptor/ challenger brand positioning in a saturated category
• Why athlete-first partnerships outperform big-budget league deals if you’re a resource-constrained brands
• The power of the bottling community’s alignment in driving execution
• How social media ROI dramatically outperforms traditional TV
• The value of transparency and space-giving in high-performing marketing teams
• Why strategic media partnerships (Barstool, Dude Perfect, Savannah Bananas) create household brand status without massive budgets

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Brand marketing is getting its time to shine in the latest episode of the Marketing Vanguard podcast as we sit down with Caryn Wasser, Chief Brand Officer at Little Spoon. Tune in for an energizing conversation on how a brand drives growth and revenue and why its place in scaling a business should never be underestimated. Plus: exclusive insights on how she built a $150M+ brand from a windowless WeWork room to become the largest online baby and kids food company in the U.S.

What You'll Learn:

• How to design a Chief Brand Officer role from scratch by letting business needs dictate strategy, not industry conventions
• Why "brand-led growth" requires being obsessively rooted in consumer truth over chasing marketing trends
• The operational framework for treating marketing as a full-funnel, interconnected system where every team member owns business impact
• How to maintain authentic brand positioning when scaling into retail without compromising identity
• Why early-stage founders should pursue board seats and executive roles at startups over staying at legacy companies
• The counterintuitive approach to celebrity and influencer partnerships

Hosted on Acast. See acast.com/privacy for more information.