Latest news with #brandbuilding
Forbes
a day ago
- Business
- Forbes
Why Brands That Show Up As Human Are The Ones Breaking Through
Ran Wei Baker is Head of Marketing at Microsoft for Startups, focused on human-centered storytelling and founder-first brand building. In a time when content is everywhere and attention is scarce, what makes someone stop scrolling, lean in and actually care? It's not the latest product release. It's not a flashy campaign slogan. More often than not, it's a moment of real human connection: a story that feels honest, relatable and rooted in something deeper than features and benefits. As marketers, we've all heard that 'authenticity matters.' But too often, it's treated as a tactic rather than a core strategy. The truth is, when authenticity leads, connection and results follow. At Microsoft for Startups, we work with early-stage companies around the world to help them build fast, scale smart and sell more. While our value proposition includes access to cloud infrastructure, technical support and go-to-market resources, what consistently performs best across every channel isn't what we offer, but who we serve. By centering our brand storytelling on our founders—their challenges, their grit, their missions—we've been able to create more immediate, emotional and lasting engagement with our audience. And this is something any marketer can apply, regardless of industry or company size. Here are three tips for applying this strategy in your own organization: • Lead with people, not products. Instead of starting with features, start with the humans behind the innovation. What drives them? What have they overcome? What do they believe in? • Make your users the storytellers. Let your customers and community narrate the impact. Real voices build real trust. • Use every format to humanize. On social, share behind-the-scenes moments. On your blog, go deeper than surface-level wins. At events, invite users to speak to their lived experience, not just to the product or technology. Founder Stories That Spark Connection Consider the example of Thea Myhrvold, founder of Getbee, a startup rethinking how people buy and sell online by reintroducing human interaction into digital commerce. At a time when online shopping has become largely transactional, Getbee's live video platform enables real-time connection between brands and consumers. When Microsoft for Startups featured Thea's journey, from her early experience in retail to her vision for more engaging online experiences, the response stood out. Audiences connected not just with the product, but with Thea herself: Her energy, her expertise and her passion for innovating at the intersection of technology and humanity made the story instantly compelling. The piece sparked higher-than-usual engagement and led to follow-up interest from partners and other founders. Another example is Typeface, a startup helping brands scale personalized content creation using generative AI. What stands out in their story isn't just the technology, but their mission to help marketers create with both speed and authenticity. When we highlighted the founder's perspective on democratizing creativity, it sparked conversations beyond AI, touching on the evolving role of brand voice and the future of storytelling. I recommend asking yourself: Who are the people behind your brand? What stories are waiting to be told? Replicating The Approach Across Channels We've replicated this approach across formats, and here's how you can, too: • On social, share snapshots of your users pitching, building and reflecting on their "why." • On your website and blog, highlight user stories that look beyond the usual success metrics, exploring what drives them and what they've had to overcome. • When hosting events, encourage your customers to go beyond the demo and speak to the journey that got them there. Final Thought: Making It About Meaning These stories remind us that audiences aren't just craving inspiration; they're craving connection. In a world of polished noise, the unpolished often feels most powerful. For fellow marketers, especially those in high-growth or innovation spaces, here's my challenge: Don't just tell us what your product does; tell us what it means to the people using it. Let your users, customers and communities be the storytellers. Show us the impact through their eyes. The most powerful brand stories today aren't about the product. They're about the people it empowers. Authenticity isn't just good storytelling—it's good strategy. And as platforms, preferences and attention spans continue to evolve, I believe it will only become more essential to how we build meaningful, memorable brands. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Entrepreneur
21-07-2025
- Business
- Entrepreneur
Stop Wasting Your PR Budget — How to Actually Get Results
Opinions expressed by Entrepreneur contributors are their own. Startups are often eager to invest in building trust — until it comes to public relations. Then the budget tightens, the strategy gets fuzzy, and someone decides to "just handle it in-house." It's understandable. PR doesn't come with neat analytics like click-through rates or ROI dashboards. But that doesn't mean it isn't powerful. When done right, PR becomes one of the most effective brand-building tools a firm can use — especially in a credibility-driven space like startups, financial services or other professional services. The problem is, most firms don't know how to use PR to their advantage. Here's how to change that and get meaningful results from your efforts. Related: Does PR Actually Help Increase Sales? Yes — Just Do It Right and Be Patient Get clear on your message before seeking attention Before you pitch a story or hire a PR team, ask yourself: What do I want to be known for? The best PR campaigns start with a sharp, confident point of view. One client I worked with — a wealth manager with a loyal client base — started using a simple, memorable line: "Know what you own and why you own it." That phrase became his filter for all communications. It anchored his website, social media posts and media appearances, and it made him a go-to expert for outlets like Barron's and InvestmentNews. If your messaging is fuzzy or generic, PR won't help. A quote in a national publication is only as powerful as the clarity behind it. Don't treat visibility as a one-time event Getting quoted once isn't the goal — building consistent credibility is. Yet many entrepreneurs think of PR as a one-and-done effort. You can't expect a single article or interview to change perception or attract clients overnight. Instead, think of PR as a series of small wins that add up. Develop a rhythm of showing up: Contribute expert insights when market news breaks, offer commentary on recurring financial topics like retirement planning or estate strategy, and pitch fresh angles that tie back to your niche. Amplify your media coverage across every channel Here's where many firms fall short: They get great press ... and then fail to share it. When you land a media win, that's not the end of the story. It's the beginning of your amplification strategy. Link to it in your newsletter. Share it on LinkedIn with context and insight. Reference it in conversations with prospective clients or partners. One firm I worked with turned a single quote in Barron's into a month-long campaign across social media and email — and landed two new high-value referrals. If you're not leveraging your press hits, you're leaving value on the table. Related: The PR Playbook Every Emerging Brand Needs — But No One Talks About Use LinkedIn like a newsroom, not a bulletin board Most advisors and founders use LinkedIn to post firm updates or occasional thought pieces. That's a missed opportunity. In the world of financial PR, LinkedIn is one of the best platforms for visibility and relationship-building. Don't just repost articles — offer commentary. Add personal insight. Tag journalists whose work you admire and engage with their content thoughtfully. One of my clients built a long-term relationship with a reporter at InvestmentNews simply by showing up consistently in the comments. When the journalist needed a last-minute quote, he reached out because my client was top of mind. Prepare for interviews like you would a client pitch Landing a media opportunity is only half the job. The other half is showing up ready. That doesn't mean you need a script, but you do need a plan. I always tell clients: Know your top three messages, bridge back to them confidently and don't be afraid to repeat them. Repetition builds authority. And just as important — know when to stop talking. Brevity and clarity go hand in hand in media interviews. The best communicators don't fill every silence; they create space for follow-up, reflection and dialogue. That's where the connection (and the quote) happens. Related: 6 Things Every Brand Should Understand About PR Smart PR isn't promotional — it's purposeful Public relations isn't about talking louder. It's about speaking with purpose. Done well, it gives entrepreneurs and advisors a platform to share what they know, build trust and grow their brand in a sustainable way. But to get there, you have to think strategically — sharpen your message, show up consistently, and make your visibility work harder for you. If you're ready to invest in PR, make sure you're also investing in the clarity and consistency it requires. That's where the true return lies. Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.
Yahoo
18-07-2025
- Business
- Yahoo
The Campbell's Company Board Elects Mary Alice Dorrance Malone Jr. as Director
CAMDEN, N.J., July 18, 2025--(BUSINESS WIRE)--The Campbell's Company (NASDAQ:CPB) today announced that the company's Board of Directors has elected Mary Alice Dorrance Malone Jr. as a member of the Board. Malone, 42, is the Founder and Chief Brand Director of Malone Souliers, an international luxury fashion brand. "We are pleased to welcome Mary Alice to Campbell's Board of Directors," said Keith R. McLoughlin, Chair of the Board. "Mary Alice's unique blend of creative, analytical and entrepreneurial experience and deep appreciation of Campbell's history will be an asset to the Board and the company." With nearly 20 years in the fashion industry, Malone has built and led successful businesses. She is experienced in general management, retail sales and brand building. In 2014, she founded Malone Souliers, a luxury footwear brand with global distribution and a reputation for beautifully crafted collections. In 2020, Malone acquired U.K.-based Duo Boots out of bankruptcy and successfully relaunched the forty-year-old footwear brand following improvements in operations and product development. Malone is the great-granddaughter of Dr. John T. Dorrance, the inventor of condensed soup and President of the company from 1914-1930, and the granddaughter of John T. Dorrance Jr., a former Chair of the company from 1962-1984. She is the eldest daughter of long-time board member Mary Alice Dorrance Malone who served on the board from 1990 until her recent passing in June 2025. Malone earned her B.A. in international politics from Elon University and studied design and manufacturing at the University of the Arts, Denver and London College of Fashion. About The Campbell's Company For more than 155 years, The Campbell's Company (NASDAQ:CPB) has been connecting people through food they love. Headquartered in Camden, N.J. since 1869, generations of consumers have trusted Campbell's to provide delicious and affordable food and beverages. Today, the company is a North American focused brand powerhouse, generating fiscal 2024 net sales of $9.6 billion across two divisions: Meals & Beverages and Snacks. The Campbell's portfolio of 16 leadership brands includes: Campbell's, Cape Cod, Chunky, Goldfish, Kettle Brand, Lance, Late July, Pace, Pacific Foods, Pepperidge Farm, Prego, Rao's, Snack Factory pretzel crisps, Snyder's of Hanover, Swanson and V8. For more information, visit View source version on Contacts Investor Contact: Rebecca Gardy(856) 342-6081Rebecca_Gardy@ Media Contact: James Regan(856) 219-6409James_Regan@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Entrepreneur
16-07-2025
- Business
- Entrepreneur
How Anthony Volpe Turned a Recovery Drink Into a Business Opportunity
Yankees shortstop Anthony Volpe turned his personal recovery routine into a business venture by investing in and partnering with organic sports drink brand Recover 180. Volpe is taking a thoughtful approach to brand building as he begins expanding his impact beyond the baseball field. Opinions expressed by Entrepreneur contributors are their own. At some point in elementary school, you were probably asked what you wanted to be when you grew up. If you were a kid in New York or New Jersey, odds are someone in that classroom wrote down shortstop for the New York Yankees. Most people never reach the heights their childhood selves aspired to. But Anthony Volpe isn't most people. Fueled by years of preparation, passion and patience, Volpe made his major league debut for his beloved Yankees in 2023, just four years after being drafted. Today, he's living his dream — starting at shortstop for the team he grew up idolizing, following in the footsteps of Derek Jeter. Now in his third MLB season, the 24-year-old is taking the next big step in his career — not just on the field, but off it. "I grew up dreaming of being a baseball player," Volpe says. "As a kid, you don't consider all the opportunities that come with it." Nevertheless, in his relentless pursuit of a competitive edge, Volpe found a natural partner in Recover 180, an organic sports drink that aligns with both his performance needs and personal values. Related: 'Nobody's Ever Seen This Before': How These 2 NYC Sports Icons Are Infusing Swagger into Next-Gen Eyewear Real relationships, real ingredients Unlike many athlete partnerships, where a brand seeks out an athlete to promote its product, Volpe was already a consumer of Recover 180 before any formal relationship began. After researching the company and trying the product himself, the 24-year-old took the initiative to get involved with the business, much to the delight of Recover 180 VP of Marketing Jonny Hothschild. "It's really about authenticity," Hothschild says. "We want athletes and partners who genuinely resonate with the brand, people who are actual consumers of it." Volpe fits that description to a tee, incorporating Recover 180 into his workout regiment before he ever joined forces with the company. "Baseball season is as crazy as a sports season gets," the young shortstop shares. "So recovery is huge for me." As the name suggests, Recover 180 is built with recovery in mind. The drink features a coconut water base and contains no artificial flavoring, aiming to deliver maximum hydration, hence the tagline: Better Hydration. "Sugary traditional sports drinks are fine in the moment," Volpe says, "but you shouldn't really drink them if you're not actually playing and sweating." Recover 180, on the other hand, is USDA organic certified and made with a mix of clean, functional ingredients like coconut water, elderberries, added vitamins and antioxidants. "If you look at other sports drinks out there, most don't have that USDA organic certification, and they definitely don't have the low calories like we do," says Hothschild. "A lot of them even use red dye." Of course, no matter how healthy a product is, people won't drink it if it doesn't taste good. Fortunately, Recover 180 has received strong feedback on that front. "We handed out tens of thousands of samples at Fanatics Fest, and everyone loved it," says Hothschild. "In my first beverage job, about 60% of people would spit it out. So, having a product people actually enjoy drinking is a game-changer." Related: 5 Lessons I Wish I Didn't Learn the Hard Way During My 20 Years in Business Beyond the ballpark For Volpe, partnering with Recover 180 marks a new stage in his growth off the field, as the young star begins learning to navigate the boardroom with the same confidence he has on the baseball diamond. "One of the biggest things I've learned through this whole process is how important it is to find balance," he says. "Being in New York, you could take on a new opportunity every single day if you wanted to. But I've learned to focus on partnerships that are truly worth my time and have the potential to succeed." Recover 180 has already built a strong presence among professional athletes, partnering with stars like Cardinals quarterback Kyler Murray and Lakers guard Austin Reaves. Now, with Anthony Volpe on board, the brand has a footprint across all major U.S. sports leagues — and a valuable connection to one of the most prestigious franchises in American sports: the New York Yankees. "I'm very fortunate to play on a stage as big as the Yankees," Volpe says. "Even on the road, it's wild to see how many of our fans show up compared to the home team." That kind of visibility extends off the field as well, opening doors for brand partnerships and business opportunities. But Volpe is selective about where he puts his name. "You have to be intentional about what you do," the 24-year-old says. "It's a good problem to have, but it means picking and choosing what you really want to pursue." Finding that balance can be challenging for a young player, but Volpe is fortunate to be surrounded by seasoned MLB veterans he can lean on for guidance. He says his biggest takeaway from them has been the importance of authenticity. "My main thing is avoiding the corny deals that don't make sense or serve a real purpose," he explains. "I'm not the most outgoing person when it comes to promoting myself or posting, even though I know that's important to brands. But when a partnership is genuine, when the brand uses its platform to help share my story and vision, it feels natural." Volpe is still in the early stages of his career, both on and off the field. But if his partnership with Recover 180 is any indication, he's already knocking it out of the park in both arenas.
Entrepreneur
01-07-2025
- Business
- Entrepreneur
US Foods CMO on Brand-Building, AI
The CMO of US Foods on why brand consistency matters, how the team brings its brand to life and the ways AI is transforming menu design and marketing for restaurant operators. Opinions expressed by Entrepreneur contributors are their own. Think brand-building is all about logos and hashtags? Diane Hund from US Foods would argue it's much more personal than that. The chief marketing officer of US Foods shared how people, from drivers to sales reps and specialists, bring the brand to life every day. "We don't have a product on a retail shelf with our name on it," Hund tells Shawn Walchef, host of Restaurant Influencers. "Our brand is our people, and how we show up for you every single day." Related: These College Friends Wanted to Sell Better Food. Now, Their Company Is Publicly Traded. It's a philosophy that resonates with US Foods' vast network of over 250,000 restaurant and food operator partners nationwide. Every interaction counts, from a driver making a delivery to a rep answering a late-night call. Those US Foods trucks you see on the road are more than rolling billboards. "When we went public, we rewrapped every single truck," Hund says. "It's about consistency and pride. Every time you see one of our trucks, it's a reminder of who we are and what we stand for." Hund believes that true brand consistency starts on the inside, with every associate representing the brand. "It's about building trust and accountability from the ground up," she says. Related: A Conversation About AI With Sam Altman Blew Their Minds — So They Wrote the Playbook for Businesses That Want to Use the Tech AI in the food service space No modern brand can ignore the digital landscape, and Hund is a big believer in meeting operators where they are. "Digital is where it's got to be," she says. "Our operators are spending time online, and we need to be there with them on Meta, Instagram, YouTube and wherever they're looking for solutions." US Foods is investing in AI-powered tools that help restaurant operators keep up with changing customer expectations. From dynamic menu design to on-brand visuals, Hund's team is helping restaurants create marketing materials that feel authentic and engaging. "We've been making menus for years," she says. "But now, with AI, we can help you design something that's truly reflective of your brand, even if you don't have time for a photoshoot." Hund also talked about the 2025 US Foods Food Fanatic event in Las Vegas, which has two days of education, inspiration and solutions tailored for restaurant operators. "We're bringing operators from across the country together," she says. "It's about more than just products. It's about helping them run better restaurants." When it comes to leadership, Hund's focus is on passion, expertise and a team that understands both food and marketing. "When you bring those two together, you can do some pretty incredible things," she says. She's also optimistic about women's opportunities in the industry. "It's easier than ever for women to succeed," she says. "And if leaders like me and Kelly Esten at Toast can help open doors, that's what we're here to do." Hund's message to restaurant operators is clear: Brand consistency, human touch and digital innovation are not optional. They are the recipe for thriving in today's competitive landscape. Related: His Bakery's Window Got Smashed — But What He Did Next Actually Helped His Business About Restaurant Influencers Restaurant Influencers is brought to you by Toast, the powerful restaurant point-of-sale and management system that helps restaurants improve operations, increase sales and create a better guest experience. Toast — Powering Successful Restaurants. Learn more about Toast. Restaurant Influencers is also supported by NEXT INSURANCE. See why 600,000+ U.S. businesses trust NEXT for insurance. Related: Giada De Laurentiis's Major Deal With Amazon Is a New Frontier for the Chef and Entrepreneur
