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If every tech company markets itself as AI-powered, then AI isn’t a differentiator anymore. In this episode of Brand2Brand, Tom and Veronica compare Fin and Help Scout, two customer service software brands taking very different approaches to AI and brand positioning. Join us as we break down what it takes to actually differentiate your brand when everyone in your category is telling the same story, and why owning a clear, defensible position matters more than making your message sound like everyone else’s. For full episode resources and references, visit stirlingbrandworks.com.

Hiring is broken. Job seekers are using AI to apply for more roles, employers are using AI to screen more applicants, and both sides are becoming increasingly frustrated with a process that feels less human by the day. In this episode of Brand2Brand, Tom and Veronica compare Indeed and LinkedIn’s competing visions for the future of AI-powered hiring. LinkedIn is betting on greater automation and recruiter efficiency, while Indeed is positioning AI as a tool for creating better, more person-centered matches. Which approach can rebuild trust, and what can every business learn from the way its hiring process shapes its brand? For full episode resources and references, visit stirlingbrandworks.com.

When it comes to health and human services technology, success comes down to building trust—not hype. In this episode of Brand2Brand, we’re looking at Epic and Eleos Health, two companies approaching healthcare and human services innovation from completely different angles while solving for the same thing: creating better experiences for patients and clinicians alike. Tune in as we explore how some of the strongest brands are growing without flashy marketing and instead with trust from their core audience. For full episode resources and references, visit stirlingbrandworks.com.

Personalization used to be a premium feature. Now it’s the baseline, no matter what vertical you’re in. In this episode of Brand2Brand, we break down how Slate Auto and Etsy are scaling personalization through modular lean manufacturing and AI-powered discovery, and what that means for marketing leaders. For full episode resources and references, visit stirlingbrandworks.com.

Prospective students are choosing where to enroll long before they ever fill out a form. In this episode of Brand2Brand, Tom and Veronica examine how Arizona State University (ASU) and Southern New Hampshire University (SNHU) approach enrollment marketing through search in very different ways. From digital advertising and dynamic search to inbound SEO strategies, we’re unpacking how meeting students at different parts of the decision-making process can have a major impact on their enrollment over time. For full episode resources and reference materials, visit stirlingbrandworks.com. Mentioned in this episode: The Ad Club Women's Leadership Forum Don't miss the biggest and best event for women in marketing, advertising, business, and tech – happening at Gillette Stadium (GO PATS) in Foxborough, MA on March 24th. Tickets available at adclub.org.

Just because it’s B2B doesn’t mean it has to be boring. In this Brand2Brand Happy Hour, we sit down with Cliff Stevens of Sedgwick to hear how his bold, consumer-first approach to the traditional B2B category is the key to standing out in a sea of sameness. 🎧 For full episode resources and references, visit stirlingbrandworks.com.

By inviting customers to experiment, build, and co-create alongside them, LEGO and IKEA have transformed their modular product systems into engines for creativity and loyalty. In this episode, Tom and Veronica explore how both brands are translating their product systems into storytelling systems. Because in the end, you’re not just marketing a product—you’re marketing the entire experience of using it too. 🎧 For full episode resources and references, visit stirlingbrandworks.com.

AI might be revolutionizing business, but that doesn’t mean your customers love it too. For brands like Intuit, AI represents efficiency, innovation, and next-gen thinking. But for lifestyle brands like Aerie, audiences crave human creativity and realness when that’s what the brand is built on. From FinTech to fashion, we’re unpacking how each side of the AI debate shapes brand trust and audience loyalty—and why success isn’t about if you use AI, but how you use it. For the full episode research and reference materials, visit stirlingbrandworks.com.

Grab a drink—it’s Happy Hour! Today, Tom sits down with Ted Schlueter, CEO of The Grist and author of Branding for Buyout, to talk brand equity, mergers and acquisitions, and how founders are simplifying their future exit strategies by baking it into the brand itself. Tune in as we hear from Ted on how he’s helped businesses from CPG to B2B tech dramatically increase their valuation, and how you can use these strategies in your own brand planning. For the full episode research and reference materials, visit stirlingbrandworks.com.

Attention spans may be shrinking, but the smartest brands are proving that long-form storytelling still wins. In this episode of Brand2Brand, Tom and Veronica dig into how both brands are creating binge-worthy series that blur the line between ad and entertainment—and why the future of advertising isn’t about interrupting content, it’s about being the content. From trust and brand loyalty to engagement and sentiment, we unpack how long-form storytelling builds deeper connections, why episodic content is on the rise, and what it means for marketers navigating a short-form-obsessed world. For the full episode research and reference materials, visit stirlingbrandworks.com.

When it comes to marketing to women, confidence is a commodity. But while American Eagle is blowing up over its choice to release—and then continue to defend—a headline-chasing campaign, Dove’s decades-long commitment to sincerity and openness is proving that purpose still pays off. In this episode, Tom and Veronica break down how American Eagle’s “Great Jeans” campaign went viral for all the wrong reasons, while Dove’s focus on Real Beauty continues to build lasting trust. From risky brand messaging to Gen Z credibility, we’re diving into what today’s signals say about tomorrow’s brand equity—and who really wins when it comes to heat vs. heart. For the episode research and reference materials, visit stirlingbrandworks.com.

With bold storytelling and smart strategy, Apple and Nike surpassed their brand identities to become cultural forces. But even with decades of iconic messaging and storytelling under their belts, there’s no room for complacency in the fight to stay relevant. In this episode, Tom and Veronica unpack how confident decision-making and a clear brand voice have kept Nike at the top of its game—while Apple’s hesitation and blurred identity are chipping away at its cultural power. From iconic campaigns to moments of drift, we’re breaking down what it really takes for a brand to stay relevant in a world that never stops moving. For the episode research and reference materials, visit stirlingbrandworks.com.

“Storytelling” sounds great in your marketing plan, but successful marketers must go beyond the buzzword when leading with customer-driven stories. This week, Tom joins Julie Sullivan, VP of EdAdvisory Marketing at Bright Horizons, in the studio to unpack why authentic, peer-driven narratives are moving the needle better than polished brand soundbites can. Grab a drink and join us for happy hour as we learn from an industry leader how you can use the right stories to maximize your marketing outcomes. For the episode research and reference materials, visit stirlingbrandworks.com.

The in-house vs. agency debate is constantly shifting, but with AI now redefining the landscape, brands are rethinking what kind of creative teams they really need. While some, like PepsiCo, are building robust in-house studios, others like Keurig Dr. Pepper are shutting them down entirely. In this episode of Brand2Brand, we're breaking down the real story behind KDP and PepsiCo’s creative models and what they signal for marketers. For the episode research and reference materials, visit stirlingbrandworks.com.

What happens when a century-old condiment king squares off against olive oil’s DTC darling? In this episode, we dig into how Heinz and Graza use packaging, storytelling, and brand identity to dominate their segments. From nostalgic glass bottles to functional flair, what can marketers learn from these everyday pantry items turned icons? For the episode research and reference materials, visit stirlingbrandworks.com.