Can a brand built on car radios win in a streaming world?

JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.

What you’ll learn:

• How to build a segmentation model that guides real decisions, not just a slide
• Ways to protect your core audience while investing in growth segments
• The role of human curation and hosts in driving consideration and retention
• Turning creators and niche passions into sticky loyalty (yes, including heavy metal)
• Running a brand evolution tied to product updates, not vanity design
• Selecting and measuring leading indicators that predict revenue impact
• Using distinctive brand assets (sonic cues, mascots) to boost recognition
• Practical tactics to activate employees as advocates and co-creators

Listen for concrete examples, simple frameworks, and metrics you can steal for your next brand, content, or growth initiative.

When customers barely notice your brand, how do you earn trust and drive action without a big budget?

David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.

What you’ll learn

• Story-first tactics to grow affinity when you can’t outspend competitors
• How to pick metrics when revenue isn’t the right KPI
• A simple framework for masterbrand naming that reduces buyer confusion
• Low-cost research loops using analyst feedback to de-risk positioning
• Practical steps for the first 60–90 days leading a new function
• Leadership habits that sustain momentum: trust, transparency, humility

Can private labels be brands people actively seek out? Walmart SVP Courtney Carlson explains how data, emotion, and design come together to build preference, not just parity.

What you’ll learn

• A practical framework for measuring what matters across digital funnels, SEO, reviews, and store performance
• When to trust common sense and human stories alongside analytics
• How a “branded house” approach turns private label into a reason to choose Walmart
• Using influencer immersion and product page excellence to drive conversion
• Culture as a brand tool: simple rituals, curiosity, and clear expectations that scale leadership
• Portfolio choices that balance core, trend, and price architecture without chasing national-brand equivalents