Believe in Brand

Written by: Ari Yablok
  • Summary

  • The startups that become icons have one thing in common. They believe in brand. This is a podcast that explores the massive and often misunderstood role that brand plays in transforming B2B startups into unforgettable household names. I will share my firsthand experience building a brand from scratch at Island, and interview brand, design, and marketing experts from the world of B2B tech to discuss all things brand.
    Ari Yablok
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Episodes
  • Ep. 6: Defining the word 'Content' w/Jess Cook
    Oct 1 2024

    This episode is kinda special to me because I get to interview my friend and colleague, Jess Cook. Jess is the Head of Content and Comms for Island (that startup I run brand for). She joined around a year ago after heading content for Lasso, and Fastly before that. And she's a content powerhouse.

    With upwards of 30k followers on LinkedIn, Jess is a master of the art of content marketing, and after listening tothis conversation, you'll understand why.

    We discuss all things content marketing, including the importance of quality control in content, what the word 'content' even means these days, the usage of AI in content creation, and Jess's journey in content marketing, including her role at Island.

    The conversation also touches on Jess's experience as a LinkedIn content creator, her strategies for engaging audiences, and the challenges and rewards of building a personal brand on social media.

    1. Intro

      • I welcome Jess Cook to the podcast (like a good host)
    2. How Jess and I know each other

      • Jess and I discuss our mutual respect and evolving friendship.
      • We reminisce about their early professional interactions and connections via a mutual former boss, Ellen Roeckl.
    3. Content Marketing Philosophy

      • We discuss the evolution of content marketing from a supplementary role to being central in marketing strategy.
      • Jess and I talk about the importance of authentic and high-quality content in a noisy digital landscape.
    4. Role of AI in Content

      • Jess and I discuss experimenting with AI for content creation and shares experiences.
      • Jess explains her use of AI for operational tasks like research, summaries, and proofreading, but emphasizes the irreplaceable value of human creativity and strategic input.
    5. Understanding the Word 'Content'

      • Ari critiques the generic usage of the term 'content', explaining its impact on quality and perception.
      • Jess highlights the need for intentional and meaningful content that stands out.
    6. Jess's Role at Island

      • Jess discusses her approach to defining and targeting key personas and use cases at Island.
      • She shares insights on collaborating with internal SMEs for unique and impactful content.
    7. Collaborations Within the Company

      • Importance of building relationships across departments like sales and customer success to unearth valuable content ideas.
      • Examples of leveraging internal expertise for developing strategic content.
    8. Jess as a LinkedIn Content Creator

      • Jess describes her journey of becoming a LinkedIn influencer, starting from addressing common pain points in content marketing.
      • She shares the evolution of her purpose on LinkedIn, from helping others to building professional equity and now as a source of additional revenue through partnerships.
    9. Challenges and Vulnerability

      • Jess emphasizes the need to share failures and learning moments to connect authentically with the audience.
      • Examples of popular LinkedIn posts that were highly relatable and appreciated by her audience.
    10. Final Thoughts

      • Jess and I discuss the importance of genuine connections and providing unique perspectives.
      • They reaffirm the significant impact of sharing practical insights and personal stories on LinkedIn.
    11. Conclusion

      • The conversation concludes with mutual appreciation, and Jess's contributions to content marketing and her influence on LinkedIn are highlighted.


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    57 mins
  • Ep. 5: Why brand design matters a lot more than we think, w/ Jessica Rosenberg
    Sep 24 2024

    Episode 5: Why design matters way more to tech brands than we think, w/Jessica Rosenberg

    This episode features brand design expert Jessica Rosenberg, a seasoned designer who led design for Twitter, CloudFlare, Mural, Webflow, and now Jasper.ai, as she shares her journey through the tech industry. The discussion covers her 14-year career in tech and advertising, highlighting key roles and achievements; The critical importance of design in the world of startups and B2B companies, and how it can be a strategic advantage; The insights and experiences from working at companies with different levels of design prioritization, including her leadership journey at CloudFlare and the unique environment of being at a design-led company like Webflow; Practical advice for early-stage startups on incorporating design into their business from the get-go, including the value of having a versatile founding designer; Tips on advocating for design within organizations that may not initially see its importance; A look at some of the brands and tools Jessica admires and uses, such as Runway, MyMind, Genie by Luma, and Perplexity AI. Also as a bonus, Jessica’s voice is as soothing as a meditation app. So enjoy :)

    Highlights:

    00:00 Introduction and Welcome

    05:28 Jessica's Career Journey

    10:42 The Importance of Design in Business

    20:57 Challenges and Strategies in Design Advocacy

    27:32 Working at a Design-Led Company

    34:59 Advice for Early-Stage Startups

    41:24 Brands and Tools to Watch

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    51 mins
  • Ep. 4: The true value of brand w/ Gary Survis
    Sep 17 2024

    How is brand valuated in the eyes of a VC?

    What unique role does brand play in making an emerging startup successful?

    This episode features Gary Survis, Operating Partner at Insight Ventures, and it's one of the most insightful conversations I've had on branding in my life. Straight up.

    Gary discusses his extensive career in marketing, starting from his early days at American Express, to focusing on sustainability, to becoming a fractional CMO.

    Gary emphasizes the importance of product-market fit for brand success, sharing the two sides ofcategory creation, and the necessity of integrating brand strategy into business goals.

    He also shares the transformative impact of AI on marketing, highlighting the enduring value of authentic brand communication as more and more marketing conversations become dominated by GenAI.

    Key topics include the role of brand in market penetration, the importance of brand experience, and how successful brands differentiate themselves from the competition.

    This is a masterclass in the deep, strategic significance of brand inside a startup. Listen and enjoy.


    Chapters:

    00:00 Intro

    04:25 Gary Survis' not-so-typical career journey

    07:30 What makes a brand successful

    12:35 Category design is not for everyone. Two types of categories

    18:10 The value of brand in the eyes of the business

    31:28 AI's impact on marketing

    39:39 The brands that are doing it right

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    46 mins

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