Kelly and Matt are joined by Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors) who shares insight into how CFOs see branding and marketing. Plus! The group gives a thumbs up on a recent acquisition by a jams and jellies brand.
Väsen Brewing Company (Richmond, VA)
00:20 | Matt introduces the special guest of the episode, Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors). In a past life, Keith was a chief financial officer. Today, he'll be sharing some insights with Kelly and Matt about the CFO's perspective on the role of branding and marketing for businesses.
01:49 | Keith spitballs what comes to mind when CFOs think of the word "brand" from logos to brands.
03:14 | A discussion on the common mistakes marketers make when presenting to CFOs leads the group to lay out some differences in perspective between marketing and finance.
04:28 | Return on Investment (ROI) is famously hard to calculate, but Keith brings up some helpful advice for marketers when talking with their CFO on this topic.
10:23 | Keith flags an important callout when presenting marketing budgets or initiatives to a CFO, financial risk management.
13:08 | The trio summarizes the three things for marketers to keep in mind when talking to a CFO from today's conversation.
15:52 | Kelly goes over three aspects of what makes a good acquisition for brands and gives the thumbs up on the recent transaction.
Kelly O'Keefe, Matt Williams, and Keith Middleton give their thumbs up on Smucker's acquisition of Hostess for $5.6 billion dollars.
Rian Chandler-Dovis shared her cold take this week on return-to-office policies and a new Gallup report on remote work.
Matt Williams cites WeWork as an example of what happens when branding is used to cover for a crappy business.
Kelly O'Keefe shares his "cold" take on a brand's response to wildfires in Maui, Airbnb.
Rian Chandler-Dovis joins Kelly and Matt to discuss her podcast, remote work, and a video conferencing platform,