Brand Lab Series™ Podcast

A podcast featuring executives from the world's largest, fastest-growing, and most innovative companies, including Deloitte, IBM, Accenture, Simple Mills, RXBAR, Bosch, The Pat Tillman Foundation, PIMCO, and more. Hosted by 3x Inc. 5000 Founder and AE Marketing Group CEO, Brian Walker. In this podcast, you'll hear practical advice and insight on technology, customer experience, co-creation, marketing, leadership, and more to inspire and help you grow. In 2018, The Brand Lab Series™ was named the Top Business and Technology Podcast by the Academy of Interactive Arts at the 24th Annual Communicator Awards. AE Marketing Group is a leading brand and co-creation company. Brian and his team have been featured by Ad Age, Forbes, Branding Magazine, The American Marketing Association, Modern Healthcare, CNBC, and more. Hear all podcast episodes at
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Brand Lab Series™ Podcast




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Now displaying: 2019
Dec 16, 2019

In this episode with USA Basketball Foundation Executive Director, Killian Anderson, you’ll learn about…

  • Maximizing a Lean Team
  • Handling Brand Crisis
  • The Correlation Between Athletics and Lifelong Success
  • Youth Development and Outreach
  • Finding and Reaching New Audiences
  • The 2020 Tokyo Olympics

"If we are focused on building champions in life and in communities, we are going to win a medal on the way by, but what we’re really going to have is people that make significant contributions to the world."

Dec 2, 2019

In this episode with Engineer and Entrepreneur, Bob Moesta you’ll learn about…

  • Flaws in Sales Training and Education
  • What Causes People to Buy
  • How Employees Hire and Fire Companies
  • Breaking Away from a Feature-Function Focus
  • Why Time is More Valuable Than Money

"Consumers don't care about features and benefits, they care about outcomes."

Nov 18, 2019

In this episode with CultureIQ Vice President of Marketing, Sheridan Orr, you'll learn about...

  • Culture as a Competitive Advantage
  • Making Human Decisions from Data
  • Keeping Marketing Fun
  • The Convergence of Culture and Brand
  • Buyer Segments and Personas

"Can you not only withstand being disrupted but can you become the disruptor?"

Nov 11, 2019

In this episode with Schneps Media Publisher, Victoria Schneps, you'll learn about...

  • Having a Voice in the Community
  • How to Create Attention-Grabbing Content
  • Providing a Consistent Brand Experience
  • Staying Ahead of Industry Disruption and Change
  • Tackling Mistrust in Media Today

"The power of our success is staying true to our neighborhoods and reporting the local news."

Oct 28, 2019

FCB is one of the largest global advertising agency networks in the world. FCB Chicago boasts a massive portfolio with clients including Michelob Ultra, GLAD, Milk Bone, Fiat, Maserati, Jack Daniel's, and more.

The people at FCB describe themselves as the industry’s largest startup – the oldest and newest advertising agency in Chicago. Founded in 1873 as Lord & Thomas and reintroduced as Foote, Cone and Belding, they strive to create big transformative ideas that drive change. 

This year, FCB can now boast a new president - Kelly Graves. 

After 17 years as an account person, Kelly became the first Chief Marketing Office of FCB Chicago, a role she personally helped design. In 2019, she was promoted to President of FCB.

In this Greatest Hits episode, you'll learn about...

  • How Kelly's previous role as CMO was designed and how the role of an agency CMO differs from that of a brand CMO
  • How the agency landscape is becoming more and more competitive and how agencies of all sizes are breaking through the noise
  • The evolution of agencies and the roles within agencies
  • How to recruit top talent and what traits Kelly personally looks for in her team members
  • How agencies are leveraging technology to bring creative to life

You can read the full transcript of the episode here.

Oct 21, 2019

In this episode with Chevron Corporate Brand Advertising Executive, Andrea Donatucci, you'll learn about...

  • The Evolution of Digital and Tech in Marketing
  • The Pace of Change and Operating in Ambiguity
  • How Augmented Reality Creates Unique Brand Experiences
  • Cultivating Productive Agency/Client Relationships

"With VR and AR, the technology works really well when you have a story that involves taking your audience to a place that they could not get to themselves.”

Oct 14, 2019

In this episode with Merrick Pet Care's VP of Marketing, Barbara Liss, you'll learn about...

  • Marketing in an Emotional Category
  • E-commerce vs. Brick and Mortar
  • Health and Wellness Trends
  • Brand Loyalty and Delivering on Marketing Promises
  • Authenticity in Leadership

"It isn’t rocket science, it’s just, ‘I love my dog. I am the caregiver. I want to make sure I’m giving them what’s best.’ And that’s where we’re making sure that we continue to innovate and deliver on what our pet parents expect.”

Oct 7, 2019

In this episode with Signify's Head of Co-creation and People Insight,  Maarten Pieters, you'll learn about...

  • The Complete Co-creation Journey
  • The Value of Inclusivity in Design
  • The Potential Dangers of Growth
  • Co-Creation in B2B vs. B2C Industries
  • Smart Lighting and IOT

"If we focus on creating true value for our customers, they will connect with us and our organization will flourish.”

Sep 23, 2019

Bob Moesta is an entrepreneur at heart and engineer by trade. As one of the principal architects of the Jobs to be Done theory, along with Harvard Business School Professor Clayton Christensen, Bob applies the innovation framework to everyday business challenges.

Over his career, Bob has developed and launched over 3,000 products. In 2019, he co-authored his latest book Choosing College on how to make better decisions about learning.

In this Greatest Hits episode, you'll learn...

  • Why marketers and engineers don’t speak the same language and how to translate for product management
  • How people don’t buy products or services, they hire them to do a job. You need to understand why to unlock innovation
  • How crossFit and other means of exercise are fulfilling the job to be done of the church and what this means for social good
  • Why causation always trumps correlation in understanding purchasing decisions
  • How the right interrogation tactic can lead to a moment of truth that improves your sales
  • How Bob Moesta's internship in Japan led to an invention that helps you every time you fill up your gas tank
  • Why knowing what you don’t know can be a gift

This episode with Bob Moesta was the most downloaded in Brand Lab Series™ history.  You can read the full transcript of the episode here.

Sep 16, 2019

In this episode you'll learn about...

  • Lags in the Construction Industry
  • Design as a Product
  • The Labor Shortage
  • Technology and Construction
  • Potential Industry Disruption


"Most of the industry is run by fear and intimidation because that’s the way we’ve always done it. It’s really a culture of work harder not smarter.”

Sep 9, 2019

In this episode you'll learn about...

  • The Agency Life vs. the Brand Life
  • The Secret to Climbing the Corporate Ladder
  • Misperceptions of the CMO Role
  • Aligning Sales and Marketing
  • Managing Diverse Personalities and Roles
  • Women in Leadership
  • Evolved Selling


"A key word for me is being uncomfortable. Uncomfortable is my default setting. I know that if I’m not uncomfortable, then I’m not learning.”

Aug 27, 2019

In this episode you'll learn about...


  • The Definition of Cybersecurity
  • Cybersecurity as a People Problem vs. Technology Problem
  • The Security Risks of AI
  • Improving Cybersecurity
  • Marketing and Cybersecurity
  • Growth vs. Scale

    "Technology is only as good as the ability for people to use it correctly in order to protect them and their data."
Aug 19, 2019

In this episode you'll learn about...

  • Commercial IOT vs. Consumer IOT
  • Smart Homes and Appliances
  • Commercial Security and Facial Recognition
  • Protecting What Matters Most
  • Machine Learning and Cognitive Computing
  • The Dance Between Technology and Outcomes
  • Product Management Best Practices


"What we're helping to protect is not just what matters, but what matters most.”

Aug 12, 2019

In this episode you'll hear about...

  • Ownership and Enforcing IP
  • The Importance of IP in a Digital Age
  • Quasi-IP
  • Patent Trolls
  • How Blockchain will Change Patents
  • Creating Digital Properties
  • IP and China


“I deal with really smart, creative people, who are at the forefront of their industry, and I’m dealing with an area of law that is extremely important to the United States.”

Aug 5, 2019

Today's consumers are digitally empowered, which changes how brands interact with consumers. Although financial services is a highly regulated industry, consumers have come to expect a seamless technological experience. Ainslie Simmonds, Vice President and Head of Digital at Pimco, explains the evolution of digital consumerism, and how that is seen in financial services.

"There are a lot of resources and a lot of really intelligent people that can help shape this new world and I think it’s a commitment to doing it and then it’s following through until every last consumer understands what to do with their money.”

Jul 29, 2019

The health insurance industry as a whole has always lagged behind in terms of customer experience. Jane Hayes, who has spent her entire career at Health Alliance, recently moved into the Chief Experience Officer role. In this episode, Jane explains how she has improved customer experience in an industry with not only historically low customer satisfaction ratings, but also a great deal of regulations.

"Anytime that we get to interact personally with customers, is a great opportunity to learn from them.”

Jul 22, 2019

We live in a digital era. Consumers are technologically empowered and they demand interactions tailored to their digital savviness. Jonathan Copulsky, Professor at Northwestern's Kellogg School of Management and Medill School of Journalism, and former Deloitte CMO, understands that chatbots are the future of customer experience. Jonathan talks digital transformation, Martech, voice, and more on the Brand Lab Series™ podcast.

"All the things that I do, I learned from watching, observing, and sitting at the knee of others, so I think that’s important to pass on.”

Jul 15, 2019

If you are pitching your products or services with powerpoint presentations, you are not speaking to the modern buyer. Sales enablement equips sellers with the tools, content, and information necessary to effectively sell to today's buyers. Rita Patel Jackson, VP of Product Marketing at Showpad, has spent her career chasing the next big thing in technology. Her resume is full of big brand names including IBM, Motorola, and GE Healthcare.  In this Brand Lab Series™ podcast episode, Rita discusses women in technology, product management, the B2B vs. B2C market, and aligning sales with marketing.

"What sales enablement allows you to do is more than content management, it’s more than learning and development, I think we use those terms and think that they’re really sales enablement, but sales enablement is so much more than that.”

Jul 8, 2019

Marketing, specifically social media marketing, can be very difficult in regulated industries such as healthcare or financial services. These industries have a lot of rules around messaging that can easily stymie creative thinking. Shannon Paul, VP of Brand Content and Social Media at Fifth Third Bank, has broken through the noise and learned how to stay social in financial services. In this episode, Shannon shares her secrets to staying personal and timely on social, she explains what makes a good social media follow, and how to create content that will resonate with your audience.

"There’s definitely some additional considerations we have working in a regulated industry. We have to know where the guard rails are and sometimes the guard rails move."