The CMO Podcast

• The Brand Builder's Playbook // Getting Brand Buy In & Activating the Playbook // With David Aaker and Marcus Collins

  From tennis rackets to Beyoncé, Microsoft to Apple…brand legends David Aaker and Marcus Collins have seen it all, and they’re here to close out our series with a masterclass on brand-led leadership.In the final episode of this season of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker reflect on the journey through our previous seven episodes before welcoming two of the biggest voices in marketing: David Aaker, often called the “Father of Modern Branding,” and Marcus Collins, award-winning marketer, author, and cultural expert. Together they dig into what it takes to get true buy-in for brand inside organizations, the traps of short-termism, and why culture, conviction, and clear differentiation are the ultimate energizers for growthFrom the evolution of brand equity to the five B’s framework, from the lessons of Steve Jobs to the rise of cultural resonance, this finale ties the whole playbook together, offering both inspiration and practical tools for brand builders at every level.Closing thought: great brands don’t just sell, they lead. And the smartest leaders put brand at the center of every decision.th David Aaker and Marcus Collins—If you’ve enjoyed this series, please share it with your team, your friends, or anyone passionate about building brands. Join in the conversation below…tell us what you’ve learned and what you’d love to hear in Season 2!—Download this week’s worksheet: https://bit.ly/4qDgxKGRead about upcoming episode topics and guests here: https://bera.ai/podcast/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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• Chris Brandt (Chipotle Mexican Grill) | Crafting Food with Integrity

  When you think about brands that have truly reshaped an entire category, few have done it as quickly or as effectively as Chipotle Mexican Grill, a brand that turned fast food into fast casual, and purpose into a powerful growth engine.Jim’s guest this week is Chris Brandt, the President and Chief Brand Officer of Chipotle and one of the most respected marketers in the industry. Since joining the company in 2018, Chris has helped transform Chipotle into a purpose-driven lifestyle brand; making it more visible, relevant, and culturally resonant than ever before. Under his leadership, Chipotle has doubled in size, launched some of the industry’s most creative campaigns, and become one of the most admired brands in the world.Before joining Chipotle, Chris built his marketing foundation at three of the great brand academies--General Mills, Coca-Cola, and Yum! Brands--where he helped launch legendary platforms like Taco Bell’s “Live Más” and Doritos Locos Tacos. Today, he brings that same mix of creative courage, data-driven insight, and cultural intuition to Chipotle, where purpose and performance go hand in hand.Tune in for a conversation with a Chief Brand Officer who truly loves his job!---Recorded live at the ANA Masters of Marketing in Orlando, powered by TransUnion. Here we go.---Learn more, request a free pass, and register at iab.com/alm (utm: https://www.iab.com/events/annual-leadership-meeting-2026/?utm_source=ad&utm_medium=The+CMO+Podcast) Promo Code for $500 of ticket prices: ALMCMOPOD26---This week's episode is brought to you by Deloitte, TransUnion and the IAB.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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• The Brand Builder's Playbook // Smart Spend: Mastering Media Mix for Maximum Impact // With Damon Berger (GAP)

  Brand building or performance? TV or TikTok? Data or gut? Every marketer wrestles with how to spend smarter, not just more.In the seventh episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, along with guest co-host Kate Lamberton, dig into the art and science of the marketing mix. They explore how brands can cut waste, make every dollar work harder, and balance the short-term demand for results with the long-term need for brand strengthJoining the conversation is Damon Berger, Head of Consumer Digital Engagement at Gap Inc., who shares his perspective on building a culture that embraces both measurement and creativity. From MMM (marketing mix modeling) to cultural relevance, Damon breaks down how Gap is revitalizing iconic brands by staying true to their DNA while staying agile in a fast-changing marketThe takeaway: when you put the consumer at the center, smart spending isn’t about choosing between brand and performance…it’s about making both work harder together.—Download this week’s worksheet: https://bit.ly/3JI5FdVRead about upcoming episode topics and guests here: https://bera.ai/podcast/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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• Laura Knebusch (Georgia-Pacific) | The Power of Staying Unflappable

  When you think of some of America’s most recognizable household brands: Brawny, Angel Soft, Dixie, Quilted Northern…there’s one company behind them all: Georgia Pacific.
And at the helm of marketing for that incredible portfolio is Jim's guest this week, Laura Knebusch, the Senior Vice President of CPG Marketing and Customer Experience. Laura is a seasoned marketing leader and transformation champion who has spent the past 15 years at Georgia Pacific. She has been the head of marketing for the past two-plus years, and has been focused on modernizing one of the most iconic CPG companies in the world. Under her leadership, Georgia Pacific has become an early mover in retail media and a shining example of how legacy brands can stay relevant in the digital age. Before joining Georgia Pacific, Laura began her career at Procter & Gamble where she developed her grounding in consumer insight and brand discipline. Tune in for a conversation with a leader who is applying a rigor to a new era of marketing, one that’s faster, more digital, and more unpredictable than ever before. Recorded live at the ANA Masters of Marketing in Orlando, powered by TransUnion. ---Learn more, request a free pass, and register at iab.com/almPromo Code for $500 of ticket prices: ALMCMOPOD26---This week's episode is brought to you by Deloitte, TransUnion and the IAB.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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• The Brand Builder's Playbook // The Partnership Payoff: Picking the Right Collaborations // With Kristen D’Arcy (True Religion)

  What do LEGO, Megan Thee Stallion, and a Ford Mustang have in common? They’re all proof that the right partnership can supercharge a brand.In the sixth episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, joined by guest co-host Lindsey Wehking, explore why not all partnerships deliver equal value…some enhance brand equity, while others can dilute it.This week’s guest is Kristen D’Arcy, Chief Marketing Officer and Head of Digital Growth at True Religion, who unpacks how collaborations and partnerships drive growth, cultural relevance, and long-term brand equity. From bold campaigns with Megan Thee Stallion to unexpected collabs with Ford, True Religion demonstrates how math, magic, and cultural insight come together to keep a brand not just alive, but thriving.Kristen shares the playbook behind building a culture of collaboration inside the marketing team, tapping into subcultures that matter, and designing partnerships that actually move the needle.Bottom line: when you know your customer and lean into culture, partnerships don’t just create moments, they create momentum.—Download this week’s worksheet: https://bit.ly/47oVdBaRead about upcoming episode topics and guests here: https://bera.ai/podcast/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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