Marketing Beyond with Alan B. Hart Podcast Por Alan B. Hart arte de portada

Marketing Beyond with Alan B. Hart

Marketing Beyond with Alan B. Hart

De: Alan B. Hart
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Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.© 2025 Economía Marketing Marketing y Ventas
Episodios
  • 21: Elevating customer experience in sleep technology: Insights from Lisa Tan, chief marketing and strategy officer at Reverie

    21: Elevating customer experience in sleep technology: Insights from Lisa Tan, chief marketing and strategy officer at Reverie
    Oct 22 2025
    How can brands use innovation to stand out and improve the customer experience? Alan Hart sits down with Lisa Tan, chief marketing and strategy officer at Reverie, a sleep technology company, on a mission to improve lives through the power of sleep. Together, they explore how brands can leverage technology and creative strategies to improve customer experience and stand out in competitive markets. Lisa highlights the Reverie Innovation Summit, describing how this event not only showcases emerging sleep technologies and ideas but also helps deepen relationships with key industry collaborators. The Innovation Summit plays a key role in Reverie's approach by serving as a platform for collaboration, knowledge sharing, and goal alignment. Reverie's approach to sleep technology goes beyond product innovation and focuses on transforming the customer experience. By integrating advanced sleep technology solutions, Reverie helps ensure that every customer interaction is personalized and impactful. Lisa also explains how integrating artificial intelligence (AI) and advanced marketing tech stacks enables Reverie to understand and engage their audiences better. Throughout the conversation, she emphasizes the importance of business relationships, continuous learning, and adapting to ever-evolving consumer behaviors to create lasting connections. In this episode, you'll learn: Creative approaches Reverie uses to enhance customer experience when working with distributors The importance of marketers understanding their organization's tech stack How Reverie uses an in-person summit to gather feedback and promote innovation in sleep technology Key quote: "As a CMO of a SMB [small and medium business], being able to understand, like really understand how all of the tech stack works and integrates is critical for success." - Lisa Tan, chief marketing and strategy officer at Reverie Key highlights: [00:30] Introduction [01:25] Growing up in Los Alamos [02:55] Lisa's path to Reverie [05:50] Reverie's sleep technology origins [07:55] The evolution and scope of the business [11:35] Reverie's go-to-market strategy [13:20] Reverie's direct-to-consumer strategy [14:55] The role of technology in customer experience [18:20] Why marketers must understand the tech [19:55] Reverie Innovation Summit [24:25] An experience that defines you: Time spent waiting and wandering [26:20] Advice to your younger self: Don't be afraid to be a beginner [27:10] A topic marketers need to learn more about: Human motivation and trends [28:55] Subcultures and trends to follow: Childhood cosmetic obsessions [32:00] Largest opportunity and threat to marketers today: AI Resources mentioned: Reverie MIT AI study Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Lisa Tan and Reverie: Lisa Tan on LinkedIn Lisa Tan on Instagram Reverie on LinkedIn Reverie on Instagram Reverie on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    35 m
  • 20: From BetterBriefs to better results: Insights from Matt Davies and Pieter-Paul von Weiler, co-founders at BetterBriefs

    20: From BetterBriefs to better results: Insights from Matt Davies and Pieter-Paul von Weiler, co-founders at BetterBriefs
    Oct 8 2025
    In today's episode, Alan sits down with BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler to discuss why they think marketing briefs are the most important document in the agency-marketer relationship, how approaching briefs as contracts may influence results, and the effect that clarity in briefs has on creativity. Matt and Pieter-Paul also share insights from the BetterBriefs Project, the first-ever global study on marketing briefs, revealing a widespread disconnect between marketers and agencies that can lead to billions in wasted budgets. In addition, they share findings from the follow-on BetterIdeas Project, showing that many brands lack criteria, tools and training to evaluate ideas properly, fueling the trust gap between agencies and marketers. Matt and Pieter-Paul have won more than 20 marketing effectiveness awards, including two Grand Effies. With decades of experience managing thousands of briefs across global markets, they bring deep expertise and practical insights on how to improve briefs and evaluate ideas more productively. Their company, BetterBriefs, trains marketers worldwide on how to brief better and realize more effective ideas. In this episode, you'll learn: Why poorly written briefs can waste large amounts of budget and stall creativity Ways to write better briefs that lead to more effective ideas Why treating marketing briefs as contracts improves agency results Strategies that help build trust between marketers and agencies for better collaboration Key quotes: "The more people we get to decide on which idea is right for our business, the more we end up being that child in kindergarten, mixing all the paint together. And we all know what kind of color we end up with." - Pieter-Paul von Weiler, co-founder of BetterBriefs "If our strategy [in a brief] is ill-defined, we're not setting agencies up for success." - Matt Davies, co-founder of BetterBriefs "You commission an artist and let them roam free so they can do their best work. Agencies need to be guided... and they need to be informed on what they need to do and how they apply their commercial creativity." - Pieter-Paul von Weiler, co-founder of BetterBriefs "Just because you have an opinion [on an idea] doesn't mean that that opinion is informed [or] justified." Matt Davies, co-founder of BetterBriefs Key highlights: [00:30] Introduction [02:30] Why are there two guests here? [03:20] The brutally honest collaboration origin story [08:50] Strategies to waste less money [11:35] The brief is a contract [14:45] Balancing clarity with room for creativity [17:55] Briefs versus ideas [19:00] Tips to improve relationships between markets and agencies [23:20] Contributing factors for poor idea assessments [28:00] An experience that defines you: Diversity of experience and getting fired [33:15] Advice to your younger self: Be a student of the industry and stop trying to outsmart everyone [35:15] Where marketing science fits in [38:15] Largest opportunity and threat to marketers today: Tighter budgets and the need to write fewer briefs while being more effective Resources mentioned: BetterBriefs BetterBriefs research 2021 marketing briefs study Apple's "1984" Super Bowl Ad Sony Bravia's Bouncy Balls Guinness's "Surfer" The Effie's The IPA Effectiveness Awards The Ehrenberg-Bass Institute for Marketing Science Dr. Byron Sharp Dr. Karen Nelson-Field Peter Field Les Binet Adam Morgan System1 Jan-Benedict Steenkamp
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    42 m
  • 19: Standing out in a 'sea of sameness': Insights from Tati Lindenberg, chief brand officer at Dirt Is Good

    19: Standing out in a 'sea of sameness': Insights from Tati Lindenberg, chief brand officer at Dirt Is Good
    Sep 24 2025
    In today's episode, Alan wraps up our Cannes Lions International Festival of Creativity content series with Tati Lindenberg, chief brand officer at Dirt Is Good. Together, they explore global brand strategy for balancing consistency with local relevance, the origin and evolution of the Dirt Is Good brand, and the brand's deliberate movement through distinct "eras." Tati discusses the importance of identifying which parts of the brand are "sacred" and must remain unchanged, versus those elements that can be evolved and iterated to stay culturally relevant. She notes the brand's intentional move to highlight women athletes as main characters, showing its response to evolving consumer expectations. Drawing on her experiences as a mother and her life across multiple countries, Tati shares how these perspectives have shaped her approach to global brand strategy and her management of a diverse portfolio of brands across regions. As a highly awarded marketer, she offers insights into the role of industry recognition in building high-performing teams. She emphasizes the importance of maintaining brand distinctiveness while encouraging influencer authorship. Tati also reflects on the future of creativity in an artificial intelligence-driven landscape, her concerns about the growing "sea of sameness" in marketing, the dynamics of superfan culture, and the value of taking life a bit less seriously. In this episode, you'll learn: Ways to balance a global brand strategy with local execution How Dirt Is Good has evolved while maintaining consistency and relevance The impact advertising awards have on creativity and execution Key quotes: "We understand what trends are happening out there, what the company strategy is, and try to combine those two things to maintain the fresh brand." - Tati Lindenberg, chief brand officer at Dirt Is Good "I'm really concerned that everybody seems to be doing the same thing... we need to keep asking ourselves, are we modern enough? Are we culturally relevant? Are we compelling enough for consumers?" Tati Lindenberg, chief brand officer at Dirt Is Good Key highlights: [00:30] Introduction [01:25] From São Paulo to the United Kingdom [03:45] Tati's path to Dirt Is Good [07:55] The scope of the fabric cleaning business [09:50] Balancing a global brand strategy with local execution [12:45] The Dirt Is Good origin story [15:20] A new way to manage brand portfolio [17:00] Balancing consistency with fresh ideas [20:50] In their women's sports era [22:00] The importance of awards [24:40] An experience that defines you: Coca-Cola Christmas [28:10] Advice to your younger self: Take it easy [29:35] A topic marketers need to learn more about: Availability and affordability of tools [32:45] Subcultures and trends to follow: Superfans [33:45] Largest threat for marketers: "The sea of sameness" Resources mentioned: Cannes Lions International Festival of Creativity Dirt Is Good Arsenal Football Club Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Tati Lindenberg and Dirt Is Good: Tati Lindenberg on LinkedIn Tati Lindenberg on Instagram Dirt Is Good on LinkedIn Dirt Is Good on Instagram Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    36 m
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