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In this episode of the Brand Groupies Podcast, Carey sit down with Gregory Maher and Joanna Maher of Look North to talk about their journey as entrepreneurs, the experiences that shaped their approach to business, and what they’ve learned from building a company side by side. Greg and Joanna share their perspectives on partnership, growth, leadership, and the importance of staying true to who you are as a business evolves. Tune in for a candid conversation about entrepreneurship and collaboration. https://looknorthinc.com/about-us Episode highlights:(2:42) What Look North does and how the agency helps brands communicate clearly(3:31) The biggest shifts in digital, from early websites to mobile, social media, SEO, and AI(7:22) How publishing, fashion, photography, and UX shaped Joanna’s design approach(13:19) How Look North has stayed relevant and evolved since 2003(16:01) What strong and lasting brands consistently get right(17:03) Career advice for students and recent graduates entering creative and digital fields(20:38) How AI is changing design, development, content, and creative workflows(23:08) Why strategy and a trusted process should guide every project(29:35) Look North’s approach to websites, B2B clients, and user-centered digital experiences(39:06) How to be the ultimate “Brand Groupie” and build lasting client relationships

Alexander Stein is the Head of Social Media at M18 Public Relations, an Orchestra Company. He joins Carey to share his journey from live music photography to leading social strategy for high-profile clients. Alex discusses cutting through the noise by balancing visual storytelling with performance metrics, the role of influencer trends, and the importance of cohesive strategy and clear client communication. He also highlights the value of continuous learning in an ever-evolving social media landscape. www.m18pr.com and www.alexstein.co Episode highlights:(2:46) How photography and social media came together in Alex’s career(6:21) The viral M.I.A. photo that helped launch his photography career(8:58) What it takes to cut through the noise on social media(11:09) Creating beautiful content that also performs(14:59) Common social media mistakes brands make(17:07) Building a strong hospitality brand through social media(21:01) How PR and social media should work together(26:55) The ideal social media team structure(31:55) Finding creative inspiration outside your industry(34:54) What’s next for Alex and his growing content team(38:19) Alex’s top advice for becoming the ultimate Brand Groupie(41:15) Where to connect with Alex Stein

Ashley Richards is the founder of E Squared Marketing, delivering bold, creative digital strategies that drive impact. In this episode, Ashley shares with Carey how she built a bold, full-service digital marketing agency focused on storytelling, authenticity, and measurable results. With over 20 years of experience working with Fortune 500 companies and national brands, she explains the importance of defining a clear target audience and creating concise, attention-grabbing content in today’s digital world. Tune in for insights on building a strong internal team culture, integrating AI strategically, and staying true to your brand’s core identity. Episode highlights:(3:13) Becoming a marketing “spark plug”(4:22) eSquared Marketing’s digital services(5:33) The stoplight rule for clear messaging(7:24) What small businesses can learn from major brands(9:36) Staying creative in a fast-moving industry(10:29) Why brands must stay true to themselves(12:48) Building and structuring a strong agency team(14:49) The out-of-office buddy system(15:46) The “Santa’s Coming” campaign story(18:04) Business growth through Entrepreneurs’ Organization(19:44) AI, bold content, and the future of eSquared Marketing

Hurst Williamson, Storyteller-in-Residence at Sally Williamson & Associates, believes storytelling is a powerful leadership tool for building influence, authenticity, and connection in the workplace. In this episode, he explains that effective communication centers on the audience and combines structure with emotional resonance to deliver impactful messages. Working with Fortune 500 leaders, he highlights common communication pitfalls - such as pushing information rather than engaging audiences - and emphasizes that authentic storytelling helps leaders navigate change and build trust across organizations. https://sallywilliamson.com/ Episode highlights:(1:01) Meet Hurst Williamson and SW&A(2:29) What “Storytelling in Residence” means(5:33) How to build a strong story(7:26) Writing Disrupted and career reinvention(12:00) Storytelling during workplace change(15:06) Common communication mistakes leaders make(17:57) Strengthening your personal brand(20:49) Public speaking tips for leaders(22:36) What’s next for Hurst and SW&A

Nikita Morell is a messaging strategist specializing in architecture and the founder of DIRT Agency. In this episode, Nikita shares her journey from corporate marketing to a messaging architect... for architects. She discusses building her agency and the importance of research, client interviews, and consistent branding. Nikita also explores how to adapt messaging across markets while maintaining a cohesive voice, and draws on insights as a Co-Founder of ArchCon. Tune in for creative, practical takeaways! www.thedirtagency.com and www.nikitamorell.com/newsletter Episode highlights:(2:35) Nikita’s path from marketing to architecture copywriting(4:14) Why she started her own agency(7:01) The launch and purpose of DIRT(9:15) Turning technical ideas into human messaging(10:28) The biggest messaging mistake architects make(13:39) Creating ArchiCon for business-minded architects(15:48) Lessons learned from building a brand(16:34) Staying consistent on LinkedIn(19:03) Finding ideas outside the architecture industry(22:16) How to be the ultimate Brand Groupie

Kate Treen is the senior vice president at BerlinRosen, an Orchestra Company, who leads PR for real estate, non-profit, design, and philanthropy while partnering with New York developers and architects. In this episode, Kate shares her journey throughout PR, providing insights along the way. She discusses earned media and 360 storytelling. Tune in for honest advice on leading with clarity, strategy, and staying ahead of the trends in this digital environment. (2:28) Kate Treen’s career journey from Los Angeles to New York(4:40) How physical spaces become strong brand stories(5:50) Standout clients and major development projects(8:16) Common myths about branding in real estate and design(10:03) How PR has changed with AI, social media, and AEO(13:14) How Orchestra was built to meet today’s media world(14:44) Creating custom teams and integrated client solutions(15:35) Trends in architecture, urban storytelling, and civic engagement(17:00) Kate’s advice for firms that want sharper brand messaging(19:21) How mindfulness shapes leadership, listening, and creativity(20:41) What’s ahead for Orchestra and its growing client work

Steve Guberman is an experienced agency founder turned advisor who now helps agencies grow and strengthen their operations at Agency Outsight. In this episode, Steve shares his journey from launching and growing an agency in 2006 to selling it in 2015, and how those experiences shaped his approach to leadership and growth. He discusses the importance of niching early, delegating effectively, and building a clear long-term vision while balancing personal and business priorities. Steve also explores emerging industry trends, including AI, remote staffing models, and the power of podcasting as a thought-leadership and business development tool. Tune in for practical insights on agency growth, leadership clarity, and building authority through content. (1:17) Meet Steve Guberman of Agency Outsight(2:59) Starting an agency from a spare bedroom in 2006(4:40) Biggest challenges growing an agency team(6:03) Why niching earlier can increase agency value(6:29) Selling the agency and merging cultures(9:45) Why Steve became an advisor to agency owners(14:04) How agency leaders can break through growth ceilings(16:22) Steve’s discovery process for agency consulting(18:40) Trends shaping agencies today, including AI and staffing(20:45) Advice for agency owners who feel stuck(23:44) The success of Steve’s podcast(28:56) Final advice for agency leaders and founders

Sandy Crisafulli is the president and co-owner of Caryl Communications, a boutique PR firm founded in 1984 and built on strong relationships, strategic storytelling, and nimble execution. In this episode, Sandy shares her journey from the firm’s first full-time writer to owner, and how a 360-degree approach across content, media relations, and operations helps Caryl deliver meaningful results for clients. She breaks down what effective storytelling looks like today, including how to answer the critical questions: what is it, who cares, and why do they care. Tune in for practical insights on authenticity, adaptability, and staying relevant in a rapidly changing media landscape. 02:05 - Introduction of guest Sandy Crisafulli and overview of her career and agency 04:10 - How Sandy and Carey connected at a women’s conference 04:53 - Sandy’s early PR career story and mentorship from founder Caryl Dixon 06:55 - The early days of remote work using fax machines 07:42 - How Sandy became the agency’s second owner during the pandemic 08:05 - Lessons learned across different roles at the agency 09:47 - What has kept Caryl Communications thriving since 1984 11:28 - The difference between a good story and one that drives results 12:50 - The #1 advice for brands: embrace authenticity 13:36 - Thoughts on AI in PR and how small agencies stay nimble 14:30 - Joining a global boutique PR network to stay current with AI trends 17:29 - Helping clients cut through the noise with strategy 18:38 - Why visibility is important—and how earned media still leads the way 21:50 - Advice for companies who think they don’t have “enough” for PR 22:07 - What top-tier service looks like in PR today 23:04 - Examples of Caryl Communications’ clients and projects 25:40 - How Sandy’s creative hobbies help her in her PR work 27:15 - Running an indie record label with her husband for over 30 years 28:25 - Learning silversmithing and staying humble through the process 29:46 - Where to find Sandy and Caryl Communications online

Mark Schaefer is a globally recognized author, keynote speaker, futurist, and marketing strategist, and the voice behind GROW, one of the world’s top marketing blogs. In this episode, Mark shares his career path from corporate marketing to becoming one of the most trusted thought leaders in the industry. He discusses the principles behind his bestselling book Known, why personal branding is more critical than ever in an AI-driven world, and how marketers can stand out by embracing humanity, creativity, and vulnerability. Mark also dives into insights from his latest book, Audacious, and shares what businesses are still getting wrong - and how to future-proof their brands in an era of rapid technological change. Tune in for practical advice on building trust, staying relevant, and winning as a human in the age of AI.

In this special episode, Labor Lounge Podcast and Brand Groupies Podcast go LIVE from the 11th Annual Women Business Leaders Forum by NJBIA.   Labor Lounge Hosts Anthony and Cyndie are joined by powerhouse podcast producers Carey Balogh and Lauren Sleeman of Brand Groupies for a behind-the-scenes look at how the podcast is made - and why podcasting is a powerful tool for brand visibility, business development, and executive thought leadership. https://eascarpenters.org/ https://cctmarketing.org/ https://brandgroupies.com/ 00:00 – Opening welcome to the Labor Lounge LIVE session01:26 – Cyndie introduces the hosts and Brand Groupies team02:43 – Anthony promotes upcoming podcast guests and platforms03:54 – Carey shares how Brand Groupies podcast began05:25 – Lauren explains why podcasting is the new PR06:31 – Cyndie describes how she met Brand Groupies and started the show08:33 – Anthony talks about challenges and benefits of launching a podcast09:53 – Lauren explains how Brand Groupies handles production for clients11:07 – Carey emphasizes consistency and social media amplification12:51 – Lauren reveals the “dirty little secret” of podcast guesting14:09 – Cyndie and Anthony share what recording days are like16:05 – Advice for anyone considering starting a podcast17:35 – Brand Groupies’ success stories and podcast performance18:49 – Audience Q&A: cost, ROI, and marketing benefits25:23 – Closing discussion on using podcasts to grow your brand

Adam Taylor is the founder and CEO of Splendor, one of New Jersey's leading web design, branding, and marketing agencies. With over 25 years of experience in the industry, Adam shares the story behind starting his agency in 1999 and how he has scaled it into a world-class creative agency, focusing on key industries like real estate. He also discusses what sets Splendor apart from other agencies, and the growing importance of branding in the AEC industry. Tune in for insights and advice from a seasoned entrepreneur on building and growing a successful agency. https://splendordesign.com/ https://brandgroupies.com

Sheley Brien is the Vice President of Brien Contracting, a leading figure in the commercial construction industry alongside her husband, Chris. With over 20 years of diverse experience in the financial and medical industries and a remarkable journey up the corporate ladder, she is a dynamic force in the world of entrepreneurship, mindset, and leadership. Sheley is also the host of More Action Podcast, sharing candid personal experiences and insights from her guests to empower others in their personal and professional growth.  https://briencontracting.com https://brandgroupies.com

Darren Magarro is the Founder and President of DSM, and Dan Enrico is Vice President of Strategy at DSM, a talented band of strategists, analysts, and creatives who amplify brands. Darren founded DSM in 2007 and focuses most of his time on being a brand ambassador for clients and the agency while leading all new business efforts. He has won many awards over the years, including being a finalist for EY Entrepreneur of the Year in 2017 and 2018, NJBIZ 40 Under 40 in 2013, and he has led DSM to four Inc. 5000 Awards. As the head of DSM’s digital team, Dan builds custom marketing strategies for clients and holds certifications in various digital marketing disciplines, including SEO, PPC, e-commerce marketing, app store advertising, and paid social media management. With 15 years of experience in digital marketing, Dan was named one of the Best Under 40 in Marketing and Advertising by the NJ Ad Club. https://thedsmgroup.com  https://brandgroupies.com

Evan Troxel is an industry-leading design and technology expert passionate about connecting people. He is a licensed architect in California with over 25 years of architectural design, working on large public projects in K-12 schools, higher-ed, and civic projects for clients. Evan is best known for his podcasts focusing on the AEC industry. He brings his experiences together on the Archispeak, TRXL, and Confluence podcasts. Evan also has experience in architectural education. For over a decade, he was a professor of emerging technologies in the architecture department at California State Polytechnic University, Pomona (Cal Poly Pomona), and Mt San Antonio College (Mt. Sac) in southern California. Evan strives to better the architectural community in meaningful ways. https://www.trxl.co https://brandgroupies.com

Josh Miles is the Founder of Bold Brand, a branding consultancy specializing in the AEC industry. He is a seasoned brand strategist, marketing filmmaker, and fractional CMO for AEC and tech firms. Josh is the author of Bold Brand 2.0 – How to Leverage Brand Strategy to Reposition, Differentiate and Market your Professional Services Firm. As a past TEDx presenter, he has delivered keynotes from the Midwest to the Middle East, including hosting the OG Design Podcast, Obsessed Show, The Josh & Torrey Show, and he formerly co-hosted the PSM Show. Josh previously served as CMO for SMPS HQ, and co-founded MilesHerndon, a branding agency specializing in brand strategy, corporate identity, and website design. https://boldbrand.com  https://brandgroupies.com