Brand Enabled: The Human Stories Behind Branding

Auteur(s): Gabriel Cohen and Holly Osborne
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  • Résumé

  • Welcome to the Brand Enabled podcast—a reinvigorated series built exclusively for brand leaders seeking to unlock the secrets of authentic brand enablement.

    With every episode, we’re diving deeper than ever before into the art and science of brand enablement to uncover the hidden triggers behind successful brand strategies – transforming even the most challenging brand conundrums into actionable insights.

    Joining Gabriel Cohen, Monigle’s Chief Marketing Officer, on this transformative journey is our co-host, Holly Osborne. Holly’s candid storytelling and real-world experience set the stage for insightful and human conversations that bring a rare blend of agency savviness and client-side grit to the table. Together, Gabe and Holly create a dynamic space that allows every listener to hear the real stories behind the messy art of managing brand in complex organizations.


    We’re committed to sharing the honest stories experienced through the challenges and triumphs of brand leadership. Expect candid stories and valuable lessons. We’re narrowing our focus to the specific challenges faced by corporate brand professionals at organizations such as FedEx, Intel, HP, NetApp, and more. From evolving internal brand architecture to translating technical expertise into a compelling narrative, our episodes are a masterclass in brand enablement delivered through engaging and relatable conversations.


    Learn how brand leaders balance between strategic rigor and creative freedom, understand the importance of radical patience, and hear moments of genuine vulnerability where brand leaders share where they’ve stumbled and the ingredients that sparked breakthrough moments.


    Don’t miss out on these insightful conversations – subscribe to Brand Enabled and get ready to experience a podcast that not only informs, but inspires you to rethink, reimagine, and ultimately re-energize your brand strategy. Send us your questions, suggest guests, and become part of the dialogue by contacting us at gabriel@brandenabled.co & holly@brandenabled.co. Together, we'll uncover the secrets to building resilient, impactful brands in today's fast-paced world.

    ©2025 Monigle Associates, Inc. All Rights Reserved.
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Épisodes
  • Building a global brand: Lessons from FedEx with Monica Skipper - Part 2

    Building a global brand: Lessons from FedEx with Monica Skipper - Part 2
    Mar 11 2025

    In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:

    • The evolution of FedEx's brand architecture and the challenges of integrating acquisitions
    • Strategies for brand enablement and moving away from the "brand police" mentality
    • The critical role of data in shaping brand strategies and decision-making
    • Balancing global brand consistency with local market needs across 220 countries
    • The importance of leadership support in driving major brand initiatives

    Monica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.

    This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.


    Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
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    43 min
  • Building a global brand: Lessons from FedEx with Monica Skipper - Part 1

    Building a global brand: Lessons from FedEx with Monica Skipper - Part 1
    Mar 4 2025

    Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles⁠⁠. Monica shares her wealth of experience and offers valuable insights on:

    • The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategy⁠
    • Challenges and successes in maintaining brand consistency across a large, global organization⁠
    • The importance of data-driven brand strategies and how FedEx leveraged customer insights⁠
    • Navigating complex brand architecture decisions, including the integration of acquisitions⁠
    • The role of leadership support in successful brand initiatives⁠
    • Balancing global brand consistency with local market needs⁠
    • The transition from brand policing to brand enablement⁠

    ⁠​

    This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.


    Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
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    46 min
  • Welcome to Season 3: New focus and new co-host

    Welcome to Season 3: New focus and new co-host
    Feb 25 2025

    Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.


    Holly brings her wealth of experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of working in a technical B2B environment.


    The conversation sets up Season 3's focus on honest, behind-the-scenes discussions with corporate brand leaders, starting with upcoming guest Monica Skipper, VP of Brand at FedEx. Expect raw conversations about brand building in an era of AI transformation, changing agency models, and the ongoing tension between brand storytelling and performance marketing.


    Love the show? Subscribe, rate, review, and share! https://www.monigle.com/
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    27 min

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