Advertise on podcast: The Marketing Meeting with Itir Eraslan

PR is no longer just about getting media coverage. Today, brand visibility is built across traditional media, podcasts, Substack, creators, influencers, events and, increasingly, AI-driven search. In this episode, we discuss how PR is evolving, when brands should start investing in it, what to consider when choosing an agency, and how PR should connect to broader business and marketing objectives. We also talk about earned versus paid media, what helps brands stand out in crowded categories, the changing role of press releases and physical events, and how AI and LLMs are beginning to influence brand discovery and PR strategy. My guest is Melissa Conner, Partner at Jennifer Bett Communications and an award-winning media relations strategist with 20 years of experience across retail, tech, fashion, health & wellness, beauty, CPG, social impact and home design. Her previous roles include leading PR at HL Group for TOMS and Sotheby's Diamonds, managing campaigns at Starworks Group, and driving press for Theory and Joe Fresh. She is also the founder of JBC's Office Hours program and advises early-stage consumer-tech companies on product positioning and market entry. Connect with Melissa Conner on LinkedIn: https://www.linkedin.com/in/melissa-conner-0418414/ Learn more about Jennifer Bett Communications: http://JENNIFERBETT.COM   If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or through: https://www.ie-brand.com/connect

Marketing teams have more data, platforms and execution tools than ever. But deciding what to run next is still often managed through spreadsheets, disconnected systems and individual experience. In this episode, we explore how campaign planning is changing, how technology shifts change consumer behavior, what Jessica learned from building and scaling multiple businesses, and why simplicity, focus and sustainable growth matter. The conversation also looks at how AI can help teams learn from past campaigns, make better decisions and move faster without losing human judgment, creativity or brand understanding. My guest is Jessica Herrin, Founder and CEO of Marklo, an AI campaign planning and analytics system helping e-commerce teams plan, execute and learn from campaigns across channels. Before Marklo, Jessica built several successful e-commerce brands, including WeddingChannel.com, Stella & Dot and Ever Skincare. Connect with Jessica Herrin on LinkedIn: https://www.linkedin.com/in/jessicaherrin/  Learn more about Marklo: https://marklo.ai/  If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or through https://www.ie-brand.com/connect

Welcome to my channel. The Marketing Meeting is where I explore the questions behind brands, marketing, and growth with founders, brand leaders, and marketing experts. I started this podcast in 2021 because I had questions. For 18 years at Nike, I was inside a global brand and had access to many of those answers. But after leaving and building my own brand consulting business, I found myself asking a whole new set of questions. How do founders build brands that matter? What drives growth? How is technology changing marketing? And what can we learn from people navigating these challenges every day? This podcast is my way of learning, staying curious, and sharing those conversations with anyone trying to make sense of a fast-changing world. Thanks for following. Itir Eraslan New York, June 2026

If AI makes knowledge abundant, what becomes scarce? In this episode, we explore Chris Walker's idea that we are leaving the Information Era and entering what he calls The Frequency Era. Chris argues that as AI makes information, knowledge accumulation, and credentials increasingly abundant, the real value begins to move elsewhere: toward clarity, discernment, creativity, adaptability, self-trust, and deep human connection. We discuss the historical transitions from the Agricultural Era to the Industrial Era and then to the Information Era, why many people feel that the old rules of career growth no longer work, and what happens when AI begins to automate knowledge work itself. Chris also shares how frequency shapes decision-making, performance, and the nervous system, why handwriting sits at the center of the Encoded system, and how his own definition of success has evolved over time. My guest is Chris Walker, founder of Encoded and former CEO of Refine Labs, one of the most influential B2B marketing companies of the past decade. Through Encoded, Chris focuses on human performance, AI and human skills, and the development of what he believes are the most valuable human capacities in an AI-driven world. He is also the author of The Frequency Era. Connect with Chris Walker on LinkedIn: https://www.linkedin.com/in/chriswalker171/ Learn more about Encoded: https://encoded.ai/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or through https://www.ie-brand.com/connect

What is really happening with the new consumer in 2026, beyond headlines and survey data? In this episode, we look at consumer behavior, spending habits, and emerging brand trends with Dan Frommer, founder of The New Consumer. We discuss the gap between what consumers say and what they actually do, why inflation concerns can coexist with strong spending, and what it means that many Americans are now in "optimization mode." Dan shares where categories like wellness, functional food, and protein are heading, how GLP-1 is beginning to reshape consumer behavior, and why Gen Z can be both highly engaged with AI and uneasy about its long-term impact. We also explore TikTok Shop, creator-led commerce, and what brands should be paying attention to right now. My guest is Dan Frommer, Founder and Editor in Chief of The New Consumer, a leading publication focused on consumer behavior, brands, and the impact of technology on how people live and spend. Before launching The New Consumer, Dan was Editor in Chief of Recode at Vox Media and was an early employee at Business Insider, where he helped build the company in its early years. Connect with Dan Frommer on LinkedIn: https://www.linkedin.com/in/danfrommer/ For The New Consumer: https://newconsumer.com/  If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or connect through https://www.ie-brand.com/connect

How is the global sports industry evolving after the extraordinary growth of the pandemic years? In this episode, we look at the sportswear market through the lens of long-time retail analyst Matt Powell. We discuss how consumer behavior is shifting away from hype-driven drops toward more inclusive, consumer-led trends, and why smaller brands are finding new opportunities in today's market. Matt explains why the industry is returning to a more normal growth cycle, how pricing and inventory discipline shape brand success, and what the rise of brands like On, Hoka, and emerging running labels reveals about the current state of the category. We also explore the changing role of retail, from consolidation among major players to the ongoing rationalization of physical stores. My guest is Matt Powell, one of the most respected voices in the sports industry. He spent many years at The NPD Group as a senior advisor and today runs his own consulting firm, Spurwink River, while also serving as a senior advisor at BCE Consulting. For more than 25 years, Matt has analyzed the sportswear market, helping brands, retailers, and investors understand the forces shaping the industry. Connect with Matt Powell on LinkedIn: https://www.linkedin.com/in/mattpowellanalyst/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or connect through https://www.ie-brand.com/connect

How do brands actually grow beyond performance marketing and short-term tactics? In this episode, we talk about brand-led growth in practice: the difference between marketing and branding, what "Capital-B Brand" really means, and why strong brand foundations matter. We explore how brand-led organizations operate, the role of a brand muse, and why growth is often an outcome of brand rather than a goal on its own. My guest is Pierre-Laurent Baudey, a marketing leader with over two decades of experience driving major transformations at Nike, including Nike Football, Nike Women, and membership. Today, based in New York City, Pierre works independently with leadership teams, advising brands on brand-led growth, brand foundations, and marketing leadership. We also discuss his transition from a long corporate career to building his own advisory practice. Connect with Pierre-Laurent Baudey on LinkedIn: https://www.linkedin.com/in/pierre-laurent-baudey/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or connect through https://www.ie-brand.com/connect

It's 2026, and Clay Ostrom joins the show to kick things off with a great conversation about the importance of brand positioning in an age of copycats and technological parity. If you want to stand out this year and beyond, you need to look past product features and get to the heart of what drives your customers. Clay and Itir cover a lot of ground, including: how AI and increased competition are making brand relationships more valuable, how Clay uses the Jobs To Be Done framework to connect product features to customer jobs, the distinction between internal strategic messaging and copywriting, whether project-based work beats retainers, and much more! Clay Ostrom is the founder of branding and customer research agency Map & Fire and the brand positioning strategy and analysis platform SmokeLadder. He uses a mix of research, positioning, and messaging to help founders and marketing leaders connect with more customers and grow with confidence. Clay's writing on strategy and research has been featured in Foundr Magazine and AdWeek.  He's spent the last 20 years dreaming up and then bringing to life multiple startups as well as a wide range of digital projects. He's collaborated with countless passionate small businesses along with several Fortune 500 brands including Google, Sony, Universal Pictures, Mattel, FOX, Dreamworks, CBS, A&E, Home Depot, Roland Keyboards, G4 TV, and the LA Times. Watch the full episode on YouTube: https://youtu.be/-9mRE66f0Ds Connect with Clay Ostrom on LinkedIn: https://www.linkedin.com/in/clayostrom/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

In this special episode on brand building, Itir sits down with Talia Tutak, founder and head baker of Sixteen Mill Bakeshop, a beloved Brooklyn bakery that's completely vegan, gluten-free, and refined sugar-free. Talia shares her journey from baking sourdough bread in a tiny Midwood apartment to building a recognizable brand in New York's competitive bakery scene—all without formal baking training or significant financial backing. Talia opens up about the personal health crisis that led her to gluten-free baking, and how a farmer's market booth became the testing ground for her recipes and business model. She discusses the decision to focus solely on gluten-free products, and why that ultimately drove her success. They also explore the practical realities of running a small bakery—from sourcing ingredients directly from mills and maple syrup producers, to why Talia handles all social media herself, to the emotional challenge of reading Google reviews. Talia explains why she pulled out of opening a second location in the East Village, based on her belief that "less is more"—even when it comes to investment offers—when it comes to scaling her food business. She also shares the advice that's deeply influenced how she thinks about building her brand: "When you listen closely to your customers, they will always lead the way." Talia Tutak is the owner and head baker of Sixteen Mill Bakeshop, a 100% vegan, gluten-free, and refined-sugar-free bakery in Brooklyn. She's dedicated to reimagining classic baked goods with a modern, nourishing twist—focusing on sustainability, seasonality, and supporting small farms and local businesses. Watch the full episode on YouTube: https://youtu.be/GuF3rq5QWJE Learn more about Sixteen Mill Bakeshop: https://sixteenmill.com Connect with Talia Tak on Instagram: @sixteen.mill If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

The Marketing Meeting is back! In her return to the podcast after a brief layoff, Itir is joined by Marty Neumeyer, to discuss the core principles of branding. Marty is the branding expert who famously said, "Your brand isn't what you say it is. It's what they say it is." Marty and Itir dissect common misconceptions about branding, emphasizing that a brand is fundamentally the customer's perception, rather than a logo or product. Marty explains how to start branding with a targeted niche audience and the importance of aligning a company's purpose beyond mere profit. They also cover the distinction between branding and marketing, noting how branding is a long-term strategy while marketing tends to be short-term and tactical. Marty shares insights on how companies can stay original in the AI era. Last but not least, they discuss Marty's exciting new novel, Octavo, and the intriguing design and formatting choices he made to set the book apart from the pack. Marty started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands. In 1996 he started Critique, the first magazine about design thinking. He then launched Neutron, a design think tank focused on brand-building processes that drive organizational change. He later merged Neutron with Liquid Agency. As Director of CEO Branding at Liquid, he consults with leaders and executives of some of the world's most exciting companies, while writing and speaking on the topics of business strategy, design, and innovation. He takes his coffee at home in Mexico. Watch the full episode on YouTube: https://youtu.be/iloWbgN8_VE Learn more about Marty's newest book, Octavo: https://www.amazon.com/Octavo-Novel-Marty-Neumeier-ebook/dp/B0DRLNPGZJ Connect with Marty Neumeier on LinkedIn: https://www.linkedin.com/in/kevinindig If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

In this episode, Itir is joined by Kevin Indig, a growth advisor and SEO expert with a rich history of leading SEO and growth at Shopify. Kevin shares his insights into the evolution of SEO, from the early days of keyword stuffing to today's sophisticated AI-driven approaches. They discuss how trust and user experience have become essential in search optimization, the impact of AI on search behaviors, and how businesses can stay ahead in this new era. Kevin also offers practical advice for optimizing e-commerce product pages and the importance of understanding your target audience. Kevin is a growth advisor to some of the world's fastest-growing startups and has defined organic growth strategies for companies like Ramp, Bounce, Nextdoor, and Snapchat. He led SEO and Growth at the world's leading e-commerce platform, Shopify, the #1 marketplace for software, G2, and the #1 productivity company, Atlassian. Once a week, he sends The Growth Memo with Organic Growth strategies and case studies to 17,300+ subscribers. He has spoken in front of thousands of people at conferences around the globe. His favorite coffee shop in Michigan is Fourth Coast Cafe and Bakery in Kalamazoo: https://fourthcoastcafe.com/ His recommended read is  The 15 Commitments of Conscious Leadership by Diana Chapman, Jim Dethmer, and Kaley Klemp (https://www.amazon.com/15-Commitments-Conscious-Leadership-Sustainable-ebook/dp/B00R3MHWUE). Watch the full episode on YouTube: https://youtu.be/eepyi-NYFiM Connect with Kevin Indig on LinkedIn: https://www.linkedin.com/in/kevinindig If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Nuri Cankaya, the Vice President of Commercial Marketing at Intel and author of AI in Marketing, joins the show to discuss the transformative impacts of AI on various marketing functions, particularly product and partner marketing, as well as how to implement AI effectively within teams and organizations. Also in this episode: the importance of AI assessment, implementation, and measurement, along with practical advice on leveraging AI tools while maintaining data security. Nuri and Itir also dig into the emergence of agentic AI and artificial general intelligence (AGI), and even touch on the possibility of artifical superintelligience in the not-too-distant future. With over twenty years of experience in marketing and innovation, Nuri Cankaya has established a profound career in AI Product Marketing at Intel. Dedicated to aiding esteemed clients in navigating their business challenges and exceeding objectives with AI's transformative capabilities, Nuri is a true futurist. His enthusiasm for the subject is evident in his engaging presentations on "AI and the Future," delivered at various customer and community events. His passion not only drives him to share his vast knowledge and insights but has also inspired him to author books on the forefront of technology. Nuri's works delve into topics such as AI, Web 3.0, the Internet of Things (IoT), and Blockchain, reflecting his deep commitment to exploring and shaping the future of the digital world. Nuri's favorite coffee spot in Kirkland is Zoka Coffee Roasters: https://www.zokacoffee.com/pages/kirkland-zoka. He recommends reading Winning the Week by Demir and Carey Bentley (https://www.amazon.com/Winning-Week-Plan-Successful-Every/dp/1544530234) and Co-Intelligence by Ethan Mollick (https://www.amazon.com/Co-Intelligence-Living-Working-Ethan-Mollick/dp/059371671X). Watch the full episode on YouTube: https://youtu.be/WNb6Bq1z030 Connect with Nuri Cankaya on LinkedIn: https://www.linkedin.com/in/nuricankaya If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Totem cofounder and CEO Carter Fowler shares how he transformed a simple idea—a device that helps find friends at festivals without cell service—into a viral sensation and thriving brand. By focusing on founder-market fit, designing for organic sharing, and developing unique brand language, Totem created something people don't just buy, but buy into. Carter reveals how intentional branding from day one, customer conversations, and consistent storytelling through their newsletter ultimately attracted investors and unexpected market segments beyond their initial festival audience. Carter is cofounder and CEO at Totem, one of the fastest-growing consumer tech startups of 2024. His expertise in go-to-market, brand strategy, and product design has taken Totem's debut product from concept to global phenomenon in less than 12 months. In 2024 alone, Totem generated over 20 viral posts (1M+ views) and 130M+ organic views on social media while earning press coverage from NPR, Inc Magazine, and UNILAD under his marketing leadership. After only 5 months of shipping product, Totem has a broad international reach with customers in 60+ countries around the world. Carter is a firm believer in building brands with a "words-first" mentality. He is also an accomplished writer who had a selection of his work archived by the US Library of Congress as an "important cultural artifact" in 2018. He loves the coffee at Frothy Monkey in the historic Chattanooga Choo Choo in the Southside neighborhood of Chattanooga, Tennessee: https://frothymonkey.com/locations/southside-chattanooga-tn/ Connect with Carter Fowler on LinkedIn: https://www.linkedin.com/in/carter-fowler-8835739b/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

In this candid conversation, Louis Grenier breaks down his book Stand the F*ck Out and shares his practical four-part marketing framework: insight foraging, unique positioning, distinctive branding, and continuous reach. While tools and tactics evolve, he argues that marketing fundamentals remain unchanged. Grenier passionately challenges marketing myths (especially the idea of "category creation") and emphasizes what really matters: identifying and solving those customer struggles that everyone else is ignoring. Louis Grenier is a recovering Frenchman who helps marketers—folks working in digital, creative services, advertising, consulting, or PR—stand the f*ck out without selling their soul. He's been living in Dublin, Ireland, for more than a decade. He fell in love with marketing when he was 18-19 after reading the book Petit traité de manipulation à l'usage des honnêtes gens, which is basically the French version of Influence: The Psychology of Persuasion. He prefers taking his coffee at home, in his garden office. His recommended reads are How Brands Grow and How Brands Grow Part Two by Byron Sharp at the Ehrenberg-Bass Institute: https://marketingscience.info/books/ Connect with Louis Grenier on LinkedIn: https://ie.linkedin.com/in/louisgrenier If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/

Are you a seasoned marketing expert who's interested in becoming a fractional CMO? What does a fractional CMO even do? In this illuminating conversation, Duct Tape Marketing founder John Jantsch makes the concept of fractional CMO leadership approachable. Exploring the nuances of strategic marketing for small to mid-sized businesses, Jantsch reveals how fractional CMOs can provide high-impact leadership without a full-time commitment. He shares insights on developing systematic marketing approaches, managing client relationships, and navigating marketing challenges in an AI-driven world. John Jantsch is a fractional CMO, speaker, and Wall Street Journal best-selling author of Duct Tape Marketing, The Referral Engine, The Self-Reliant Entrepreneur, and The Ultimate Marketing Engine. He is also the founder of the Duct Tape Marketing Agency Network, which trains and licenses independent consultants and agencies to use the Duct Tape Fractional CMO+ System. His keynotes and training motivate and engage audiences worldwide at industry and trade events. His recommended book is an oldie but goodie: The One Thing by Jay Papasan and Gary Keller (https://www.amazon.com/ONE-Thing-Surprisingly-Extraordinary-Results/dp/1885167776). Near his house in Colorado are two great coffee shops: The General Store in Nederland, CO, and Coal Creek Coffee in Golden, CO (https://www.tripadvisor.com/Restaurant_Review-g33447-d4650917-Reviews-Coal_Creek_Coffee-Golden_Colorado.html). Connect with John Jantsch on LinkedIn: https://www.linkedin.com/in/ducttapemarketing If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/