David Sandstrom has a really interesting way of thinking about brand. In terms of driving awareness and growth, he's clear about what he thinks brand can do—and what it can't do. In his talk with Jesse, David discusses how finding friction and identifying an enemy can help teams differentiate and deliver value in a space with lots of companies, but with very few true brands; why it's important to find creative ways to message your product so you don't bore your audience and add to the noise; why it's important, but sometimes really hard for marketing leaders to be customer driven, rather than CEO or boss driven; and the importance of discovering and acting on truth in marketing.

Guest Bio

David Sandstrom currently serves as Chief Marketing Officer at Klarna and is a member of the executive management team. Sandstrom joined Klarna in 2017 where he led the fintech company to an extensive brand transformation, from one of many financial institutions to a rethinking lifestyle brand. 

During his time at Klarna, he has overseen several pioneering marketing campaigns that have attracted great attention internationally, working with high profile celebrities such as Lady Gaga and Snoop Dogg. Sandstrom was behind Klarna's 2021 Super Bowl Advertisement starring Maya Rudolph that was an immediate hit with the public and garnered over 13 million views on YouTube. Prior to joining Klarna, Sandstrom was the CEO of one of Sweden's foremost advertising agencies. 

Helpful Links

klarna.com

David believes: ‘Virtual shopping’ can take over retail

David on The CMO Podcast

David on LinkedIn and Twitter

Whether you’re an early adopter or a skeptic of the metaverse and the technology enabling people to experience it—chances are it’s on your mind. And if you’re curious about where the metaverse is heading, there’s no better person to hear from than Brian Irving.

In his conversation with Jesse, Brian discusses how his distinctive combination of curiosity and a desire to do well by others led him down a marketing career path; why he thinks it's important for marketing leaders to have an appreciation of both craft and collaboration; how he balances an innate curiosity with the need to drive focus and pragmatism; the foundations of trust and respect that he believes the team at Reality Labs is built upon; the use cases he thinks will typify the early stage metaverse; and the role of marketing in telling a persuasive story about the possibilities for the future.

(2:13) Building curiosity and finding opportunity in Flint, Michigan

(7:02) Learning the tenets and importance of marketing craft at Apple

(9:02) Brokering healthy relationships between marketing and communications teams 

(12:55) Why Brian joined Reality Labs, and thoughts on the metaverse’s early applications and long-term possibilities  

(21:03) How Brian’s team is addressing the challenges of marketing the metaverse

(24:22) Targeting big outcomes, but celebrating small milestones

(26:17) The importance of saying yes to things that scare you 

Guest Bio

Brian is the VP of Global Marketing for Meta's Reality Labs, where he leads the team responsible for marketing the company's AR/VR hardware and software products including Meta Quest, Meta Portal, Ray-Ban Stories, and Meta Horizon. 

Prior to joining Meta in 2020, Brian was the Chief Marketing Officer at Eventbrite. Over the past two decades, he has led iPhone and iPod Marketing Communications at Apple, Global Marketing for the Google Play brand, and the launch of Airbnb’s repositioning from homes to trips as Global Marketing Director. Brian is no stranger to shepherding iconic brands, having spent the early part of his career at Levi Strauss & Co, GE and General Motors.

Helpful Links

Meta.com

Have VR gear? Check out Beat Saber (Brian recommends)

AdAge: Meet the Meta Reality Labs Marketer Branding the Metaverse

Brian on LinkedIn

Jacob Jaber describes Philz Coffee, the company he co-founded with his father, as a ‘people company serving coffee, not a coffee company serving people.’ This distinctively human approach is not just the engine driving the company’s remarkable growth; it’s also deeply reflected in Jacob’s perspectives on leadership, product experience, and brand strategy. 

In his talk with Jesse, Jacob reflects on formative years with his father and describes how their efforts to build community through hospitality came to define the Philz experience for customers and employees. He breaks down the tenets of his own personal growth, including what he learned about leadership while serving as CEO during Philz’ expansion. Throughout, he lays out a blueprint for any leader looking to create and scale a more human business.

(2:18) Jacob describes the early days of working with his father 

(5:41) On character, competence, and the mountains we choose to climb

(11:55) The makings of an authentic and energizing experience 

(18:40) Why ‘good hospitality is often inconvenient to the giver’

(20:19) Leading humbly, but with a fresh outlook

(23:40) Bringing the Philz mantra of hustle and hospitality to new markets

Guest Bio

Jacob Jaber is Co-Founder and Chairman at Philz Coffee. Jacob and his father, Phil, built the business together. Jacob was most recently CEO of Philz successfully growing the business from one store and two employees to over 70 stores and 1,500 employees before transitioning to Chairman. Jacob is passionate about consumer experiences, community, people, product and business. In addition to Philz, Jacob is a renowned investor, advisor, and was listed on the Forbes 30 under 30 list in 2016.

Helpful Links

Philzcoffee.com 

Peninsula Press: The Origin Story of Philz

Launching a partnership to feature local student artists

Jacob on LinkedIn  and Twitter