What does the lead marketing role look like in a highly regulated, highly price-sensitive category? Lindsay chats to Yvette Costi, Chief Marketing Officer at Blooms The Chemist, to find out. They cover Yvette’s unusual path from interior architecture and design into marketing, and how that background shapes her leadership, brand thinking, and view of physical retail.

They also cover:

• How to earn trust across a network of independent stakeholders before asking them to change anything
• Why slow, deliberate repositioning beats a fast rebrand, and how to bring a risk-averse audience along for the ride
• The power of purpose as a decision-making filter, from campaign strategy through to product range decisions
• The future of pharmacy, community health, and why Yvette believes AI may free marketers to be more creative, not less.

This episode is especially useful if you’re interested in brand strategy, stakeholder management, retail transformation, and how to sell the idea of long-term brand investment to owner-operators.

Tell us what you think of this episode!

LINKS FROM THE EPISODE:

• Get the top 5 hunches from marketing leaders this quarter
• Connect with Chello

ABOUT THE SHOW:
The Brand Hunch is brought to you by Chello, a brand growth agency built on the belief that brand means business. We partner with ambitious brands who refuse to sit still, working across strategy, design, comms and production. Our mission is to help businesses turn brand into their most powerful growth lever.

Enjoyed this episode? Hit follow so you never miss a conversation, and keep an eye on our Instagram (@acheekyhello) for agency case studies and a look into how we do things at Chello.

In a world where brands struggle to balance immediate sales and long-term growth, two marketing powerhouses share their secrets for sustainable success. In this episode, Lindsay is joined by Brent Smart, former CMO of Telstra, and James Hurman, author of the groundbreaking book "Future Demand," as they dive into the transformative power of brand building.

Brent reflects on his tenure at Telstra, where he faced the challenge of shifting focus from short-term sales to nurturing a brand that resonates emotionally with consumers. He shares insights on how a strong brand can drastically improve corporate reputation, turning a well-known entity into a beloved one. Meanwhile, James introduces his concept of "future demand," explaining how marketers can effectively build a brand for tomorrow's buyers while still converting current demand.

They also cover:

• How to convince non-marketing stakeholders of the value of brand building
• The importance of emotional connection in branding and how it can lead to increased market share and profitability
• Real-world case studies, including a deep dive into Telstra’s transformation under Brent’s leadership
• Strategies for marketers to navigate corporate structures and advocate for the creative work necessary to build a strong brand.

Perfect for CMOs, brand strategists, and anyone passionate about building brands that stand the test of time.

Read The Telstra Playbook here - https://community.futuredemand.com/playbooks/the-telstra-playbook

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Jaimee Vilela spent fifteen years running marketing for other people's brands before backing a hunch and purchasing Cooki Haircare, a shampoo bar business doing four sales a day. Two and a half years later, it's doing roughly 300 sales a day D2C, built on two channels alone: Meta and email. In this episode, Jaimee tells Lindsay why she thinks brand and performance aren't opposites on Meta, how she taught herself to buy ads from scratch, and why the hardest discipline in scaling fast was knowing what to say no to.

They also cover:

• How to build a brand purpose that resonates with consumers
• Why data-driven strategies are essential for modern e-commerce growth
• The power of authentic storytelling when launching eco-friendly products
• Navigating the mindset shift from marketing leader to managing director

An especially insightful listen for e-commerce founders, brand marketers, and anyone looking to turn a marketing background into a successful product-led business.

Tell us what you think of this episode!

LINKS FROM THE EPISODE:

• Get the top 5 hunches from marketing leaders this quarter
• Connect with Chello

ABOUT THE SHOW:
The Brand Hunch is brought to you by Chello, a brand growth agency built on the belief that brand means business. We partner with ambitious brands who refuse to sit still, working across strategy, design, comms and production. Our mission is to help businesses turn brand into their most powerful growth lever.

Enjoyed this episode? Hit follow so you never miss a conversation, and keep an eye on our Instagram (@acheekyhello) for agency case studies and a look into how we do things at Chello.