In this episode of Product Chats, Jim Pietruszynski, CEO of SoulSight, joins host Rebecca Kalogeris to share insights on creating emotive brands that connect with audiences and move them to action. Jim emphasizes that activating a brand—bringing its identity, values, and messaging to life—is critical in both B2B and B2C contexts. He explains how this process builds trust with customers, employees, and stakeholders.
Key Takeaways:
- Communicating a Brand in B2B: Discover why brand marketing is especially vital in B2B environments, where numerous internal touchpoints shape external perceptions.
- Building for the Long Term: Learn how to avoid shortcuts like over-reliance on influencer marketing and focus on strategies that drive sustained growth.
- Creating Change in Risk-Averse Organizations: Jim shares actionable advice on testing brand updates within specific segments to minimize risk and gain buy-in.
- Human-Centered Branding: Explore the art of aligning brand storytelling with human truths to create deeper emotional resonance with audiences.
Guest Bio:
Jim Pietruszynski is the CEO of SoulSight, a leading brand design agency with more than 30 years of experience creating emotive and impactful brands. With a background in graphic design and cultural anthropology, Jim brings a unique perspective to branding, emphasizing the importance of storytelling and emotional engagement. Under his leadership, SoulSight has evolved into a full-service agency that partners with global giants like Kraft Heinz, Coca-Cola, and Pfizer.
Jim is passionate about helping brands communicate their identity and values to connect with audiences authentically. He is a sought-after thought leader who welcomes connections from professionals looking to elevate their brand strategies.
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