The Intangible Brand

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TOKY & Cline

14 episodes

2 weeks ago

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper. Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over...

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Marketing

Business,

Management

Episodes (14/14)

The Intangible Brand

Ep 14 - Perspective Over Demographics | Susan Baier

1 week ago

55 minutes

The Intangible Brand

Ep 13 - Designing Service Brands Where Everyone Wins | Tate Fisher

Watch this episode on YouTube In this episode, we talk with Tate Fisher about what it really takes to design service experiences that serve customers, support employees, and work for the business. Tate draws on years of work with multi location and franchise brands to explain why service is always co created and why balance across those three stakeholders matters more than any single tactic. The conversation hits on how to build predictable systems without stripping out humanity, what frontli...

2 weeks ago

1 hour 5 minutes

The Intangible Brand

Ep 12 - Becoming “Brand On” | Brandon Coleman Jr

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl talk with Brandon Coleman Jr., a brand strategist, speaker, and author who has spent five decades helping organizations understand what brand really is and how culture shapes it. Brandon shares the stories and lessons that shaped his philosophy, from early mentors who challenged him to define value, to the rebrand of his own family firm, to his favorite example of culture-powered consistency at Buc-ee’s. His...

1 month ago

1 hour 5 minutes

The Intangible Brand

Ep 11 - Making Brand and Growth Inseparable | Shayne De La Force

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and guest host Alec Gleason talk with Shayne De La Force, a marketing strategist and author of Strategic Entanglement, a book that borrows principles from quantum physics to rethink how brand and growth operate together. Shayne shares how global brands can close the gap between marketing and delivery, the cultural insights that inform his work, and why marketers must think like connectors — aligning teams, operations...

1 month ago

42 minutes

The Intangible Brand

Ep 10 - Turning Feedback into Loyalty | Eddie Staley & Kristen Herndon

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and guest host Jill Davis sit down with Eddie Staley, Chief Innovation Officer, and Kristen Herndon, Director of Client Experience at WithersRavenel, an employee-owned engineering and consulting firm built around the idea that when employees think and act like owners, clients feel the difference. Eddie and Kristen share how WithersRavenel connects culture, innovation, and client experience to deliver measurable impac...

2 months ago

55 minutes

The Intangible Brand

Ep 9 - Building Trust Through Intentional Service | Darrell Grant

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Darrell Grant, Chief Experience Officer at Hightower Wealth Advisors, a firm redefining what client experience looks like in the wealth management space. Darrell shares how intentional service design — what he calls a “butler mindset” — transforms everyday client interactions into moments of trust and care. He breaks down how small cues, like a prepared meeting room or a thoughtful follow-up, c...

2 months ago

43 minutes

The Intangible Brand

Ep 8 - PR That Builds Culture | Steven Gallo

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Steven Gallo, Vice President, Client Services at Reputation Ink, a B2B marketing and PR agency for professional services firms. Steve shares how PR can be more than an external visibility tool — it can also be a powerful driver of internal culture and employee engagement. Drawing on his work with architecture, engineering, and construction firms, Steve explains how to connect internal wins to e...

2 months ago

41 minutes

The Intangible Brand

Ep 7 - Unifying Brand and Culture in Times of Growth | Eric Anest

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Eric Anest, Senior Vice President of Marketing and Communications at Salas O’Brien, a rapidly growing engineering and consulting firm. Eric shares his perspective on the connection between employee experience and client experience — and why brand work must start inside the organization. Drawing on his experience leading multiple mergers, a major rebrand, and the ongoing work of unifying thousan...

3 months ago

42 minutes

The Intangible Brand

Ep 6 – Leading with Purpose and Building Culture with Dave Minifie

Watch this episode on YouTube In this episode of The Intangible Brand, Jerry welcomes Dave Minifie, a seasoned leader known for bringing clarity to the relationship between purpose, leadership, and organizational culture. Dave shares his perspective on why understanding the “why” (whether in personal life, family, or within an organization) is essential to achieving long-term success. He explores how leaders can create environments that empower people to reach their full potential, while also...

3 months ago

50 minutes

The Intangible Brand

Ep 5 – Why Employer Brand Is Your Untapped Advantage | Lindsay Wilson & Elizabeth Pierce

What happens when a brand refresh becomes a catalyst for cultural alignment, recruiting strength, and leadership clarity? In this episode of The Intangible Brand, hosts Jerry Gennaria and Carl Winstead speak with Lindsay Wilson, President and Interior Sector Leader at Corgan, and Elizabeth Pierce, Chief Marketing Officer at Corgan. Together, they share how one of the nation’s largest architecture and design firms transformed its brand from a visual update into a powerful tool for internal coh...

4 months ago

50 minutes

The Intangible Brand

Ep 4 – The Truth About CX in Professional Services | Tim Asimos

Are you measuring client experience (CX) in a way that actually reflects reality, or just relying on outdated metrics? In this episode, Tim Asimos, Head of Growth at Client Savvy, explores what professional service firms get wrong about CX and how to build a client-centric culture that actually drives growth. From keynote insights at CXPS 2025 to new research with SMPS Foundation, Tim shares: How CX is gaining traction across AEC, especially through culture and leadership. (01:00)The differen...

4 months ago

52 minutes

The Intangible Brand

Ep 3 – How a Brand Can Be Reborn Without Losing Its Soul | Jeffrey Taub

How do you lead a total brand transformation without losing what makes your firm… your firm? In this episode, Jeffrey Taub, FSMPS, CPSM, and SVP of Corporate Marketing at AKRF, shares the inside story of rebranding a legacy company. From internal alignment to messaging strategy, Jeff walks us through the belief systems and processes that enabled a values-driven rebrand. You’ll hear: Leading a full rebrand of AKRF to unify messaging and identity. (01:00)Using internal research and discovery to...

4 months ago

34 minutes

The Intangible Brand

Ep 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry Gennaria

What’s the difference between a logo and a brand? In this episode, The Intangible Brand co-host Jerry Gennaria, President of TOKY, unpacks nearly 30 years of helping firms uncover and articulate their true brand identity. Carl interviews Jerry about: Jerry’s path from aspiring artist and self-taught designer to brand strategist. (01:00)How brand evolved from visual identity to holistic experience. (05:00)Why “brand is people” across industries and firm types. (09:00)The experience gap: why br...

4 months ago

29 minutes

The Intangible Brand

Ep 1 – Meet the Architect of Experience | Carl Winstead

Welcome to the premiere episode of The Intangible Brand—a podcast exploring how internal culture and employee experience shape the brands people trust, remember, and return to. We’re starting with co-host Carl Winstead, Partner and Chief Experience Officer at Cline Design Associates. With a background in architecture and a passion for experience design, Carl has dedicated his career to shaping not just spaces, but how people experience professional service firms from the inside out. In this e...

4 months ago

24 minutes