Built for Brand

Something is shifting. The most ambitious brands are moving beyond the feed and into the world, because that's where attention actually lives now. Built for Brand is for modern marketers navigating board pressure, growth targets, and digital saturation. It's for the leaders who know long-term demand starts with brand strength. Hosted by Greg Wise, Co-Founder & Chief Customer Officer at OneScreen, this show explores how brand is demand — and why real-world media is more relevant than ever. Because growth without brand is borrowed, not owned.

Built for Brand is a business podcast hosted by Unknown Host, with 0 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Unknown Host hosts Built for Brand, a business show with 0 episodes published.

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  Episode #44

  How Virgin Voyages Turns Experience Into Demand with Nathan Rosenberg

  Aug 5, 202640 minS1

  Most marketers focus on everything that happens before the customer buys. Nathan Rosenberg believes the most valuable marketing happens after the experience ends. Because the true test of a brand is whether people leave with a story worth retelling. In this episode of Built for Brand, Greg Wise sits down with Nathan Rosenberg , Chief Marketing and Brand Experience Officer at Virgin Voyages , to explore how memorable experiences turn customers into active storytellers. Nathan shares how Virgin Voyages built a distinct place in a crowded category, why marketing teams need to influence the product experience, and how the brand designs moments people will photograph, share, and talk about long after leaving the ship. Greg and Nathan also unpack why out-of-home is more important in a digitally exhausted world, how humor and five-word creative drive recall, and why Nathan once pulled down a billboard his team had already printed. Key Takeaways: Why the strongest brands create memories people naturally want to share with others How humor, context, timing, and simple creative make out-of-home campaigns more effective Why brand teams should measure stories, recall, rebooking, and customer emotion alongside traditional marketing metrics If your marketing stops when the campaign ends, this episode will challenge you to build an experience that keeps selling long after the customer leaves. Highlights: (00:00) Meet Nathan Rosenberg (01:42) Reacting to Berger’s contextual billboard (05:40) What gets cruise-curious buyers onboard (09:00) Building the Virgin Voyages brand experience (12:26) Measuring brand through the smile index (12:58) Why the experience is the brand (13:42) How post-trip stories create demand (17:57) Keeping the brand in the consideration set (20:09) Why humor and simplicity win in OOH (25:05) Why out-of-home matters more than ever (36:48) Finding the stories customers already tell Resources: Nathan Rosenberg on LinkedIn: https://www.linkedin.com/in/nathan-rosenberg-1993392/ Nathan Rosenberg on Instagram: https://www.instagram.com/nathandr/ Check out Virgin Voyages: https://www.virginvoyages.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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  Episode #43

  Brand Lessons from Political Media with Tyler Goldberg

  Jul 29, 202631 minS1

  Every election cycle turns the media market into a pressure cooker. Inventory tightens. Costs rise. And political campaigns have one hard deadline: election day. But commercial brands still have to compete for attention in the same market. In this episode of Built for Brand, Greg Wise sits down with Tyler Goldberg , Director of Political Strategy at Assembly Global , to unpack what a projected $11.5 billion political advertising cycle means for every marketer planning media in 2026. Tyler explains why linear TV continues to dominate political spending, how competitive intelligence shapes channel decisions, and why brands cannot afford to wait until election season to secure inventory. Greg and Tyler also explore the missed opportunity in out-of-home, which receives only a fraction of political budgets despite its ability to reach voters in unexpected places, support more dynamic creativity, and build attention beyond saturated digital channels. Key Takeaways: Why commercial brands need to plan around political spending before media inventory becomes more expensive and difficult to secure How transparent competitive spending data keeps political budgets concentrated in linear TV, radio, and familiar channels Why out-of-home could give campaigns more creative freedom, stronger contextual relevance, and a better way to manage ad fatigue If you are planning media in 2026 and think election spending is someone else’s problem, this episode will change how you look at the calendar. Highlights: (00:00) Meet Tyler Goldberg (01:14) Reacting to the Friends-inspired billboard (04:14) What commercial marketers can learn from political media (09:59) Why competitive data drives political ad spending (12:10) Why linear TV still wins political budgets (14:37) Political advertising’s missed OOH opportunity (18:07) What keeps political campaigns from buying OOH (21:06) Why more creative prevents ad fatigue (25:22) What makes a political ad unforgettable (28:36) Why OOH creates more creative freedom Resources: Tyler Goldberg on LinkedIn: https://www.linkedin.com/in/tyler-goldberg-62088a36/ Check out Assembly Global: https://www.assemblyglobal.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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  Episode #42

  Out-of-Home Works When Brand and Performance Meet with Michelle Salerno

  Jul 8, 202630 minS1

  Out-of-home has always been good at getting attention. But for modern marketers, the bigger question is whether it can prove its place in a performance-driven media plan. In this episode of Built for Brand, Greg Wise sits down with Michelle Salerno , Director of Offline Media Planning and Investment at Known , to unpack how a science-led agency thinks about real-world media. Michelle shares how she built Known’s offline department from the ground up, how data and audience insights can make out-of-home smarter, and why brand affinity may be the next major measurement frontier for the channel. Greg and Michelle also talk about why programmatic OOH can be a practical starting point for hesitant brands, how physical media builds trust in an AI-saturated world, and why out-of-home works best when it becomes part of the foundation of the media mix. Key Takeaways: Why out-of-home can be performance-driven, even if it does not behave like digital media How data, audience insights, and human judgment work together to plan smarter OOH campaigns Why brand lift, foot traffic, affinity, and cultural relevance matter when proving the value of real-world media If your brand is trying to stand out in a crowded, scroll-heavy market, this episode makes the case for building attention people can actually see. Highlights: (00:00) Meet Michelle Salerno (01:21) Reacting to Netflix’s out-of-home flex (03:30) Building Known’s offline media team (07:55) How Skeptic brings science to media planning (08:24) Using AI to plan smarter OOH (12:08) Proving OOH works differently than digital (14:20) Why programmatic OOH builds brand confidence (15:55) Measuring the impact of real-world media (18:02) Why OOH is more than a vanity play (22:31) Why brand affinity is OOH’s future metric Resources: Michelle Salerno on LinkedIn: https://www.linkedin.com/in/michelle-salerno-40a8032b/ Check out Known: https://known.is/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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  Episode #41

  Quality Is the Most Durable Marketing Strategy with Jess Rosenberg

  Jun 17, 202630 minS1

  AI gave brand teams superpowers. Most are using them to look exactly like everyone else. But here's the truth: you can't generate your way to differentiation. In this episode of Built for Brand, Greg Wise sits down with Jessica Rosenberg , Head of Brand at AirOps , to unpack why the principles of great brand building haven't changed in the AI era, and why originality, specificity, and consistency matter more now than ever. Greg and Jessica also dig into the real tension holding marketers back right now: the pressure to perform at volume versus the discipline to protect brand quality. Key Takeaways: Why the core principles of brand, originality, specificity, and consistency haven't changed in the AI era, and why most teams are accidentally abandoning all three How AI-generated creative can perform well in the short term while quietly eroding the brand trust you've spent years building What it actually looks like to use AI as a force multiplier , not a replacement, when your team is small, and the bar is high If you're scaling content output but losing the thing that makes your brand worth remembering, this one's for you. Highlights: (0:00) Meet Jessica Rosenberg (1:47) Reacting to the McDonald's breakfast clock billboard (5:03) The 3 brand principles that never change (7:21) Why AI is a tool, not the craftsperson (9:18) Inside AirOps' AI-powered out-of-home campaign (10:48) The perception vs. performance tension (13:38) Why brand and demand have to move together (26:54) Why Jessica is crushing on Anthropic's brand right now Resources: Jessica Rosenberg on LinkedIn: https://www.linkedin.com/in/jessicarosenb/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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  Episode #40

  From ROAS to Real World Brand Building with Cameron Bush

  Jun 10, 202645 minS1

  Performance marketers are trained to trust what they can measure. Every dollar has to prove itself. Every channel has to earn its place. But what happens when the channels you can measure stop giving you the growth you need? In this episode of Built for Brand, Greg Wise sits down with Cameron Bush , VP of Digital Transformation at Meyer , to discuss the messy but necessary shift from digital-first thinking to real-world brand building. Cameron shares what he learned from scaling D2C growth at HexClad, why the promise of perfect attribution is starting to break down, and how out-of-home can help brands create the kind of attention that makes every other channel work harder. Key Takeaways: Why the old digital playbook built on Meta, ROAS, and dashboard refreshes is becoming harder to trust How Cameron used performance data to get comfortable making a brand bet he could not fully measure Why billboards, events, retail presence, and real-world creative can make a brand feel more local, memorable, and real If your growth lives in the dashboard, this episode makes the case for looking beyond it. Highlights: (00:00) Meet Cameron Bush (01:01) Reacting to The Economist’s real-world activation (04:40) Bringing digital transformation to Meijer (06:48) Why digital-only growth started breaking down (12:13) Where old school ideas meet new school execution (17:09) Why HexClad moved into out-of-home (23:11) Using customer data to pick smarter markets (27:55) Measuring success beyond the dashboard (32:43) How real-world media makes digital work harder (37:47) Advice for performance marketers testing OOH Resources: Follow Cameron on LinkedIn: https://www.linkedin.com/in/cameron-bush-495a2aaa/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/

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