35 – Building Brands with Heart: How Emotion Drives B2B Success in the Age of AI

Your host Alex Shevelenko welcomes Adam Morgan, VP of Brand at Twilio and author of Sorry Spock, Emotions Drive Business. In this episode, Adam shares his visionary take on why the "human element" is the ultimate competitive advantage in a world increasingly flooded with automated, AI-generated noise.Adam discusses the shift from purely "data-driven" demand generation to a brand-first strategy, explaining why B2B companies must move past technical "specs" to create deep emotional connections. He introduces his "Hierarchy of Messaging"—a neuroscience-backed framework for balancing the brain’s "fast" emotional systems with its "slow" logical ones. As the conversation explores the future of creativity, Adam highlights why "taste," "vision," and "bespoke experiences" are the only things AI cannot replicate, forming a "human moat" around successful modern brands.The conversation also touches on the practicalities of leadership and buy-in, including Adam’s "manifesto" approach to winning over skeptical boards and C-suite executives. He shares the story behind Twilio’s "Builder" identity, explaining how a single, powerful archetype can unite a chaotic portfolio of products and inspire everyone from developers to CEOs. This episode serves as a masterclass for any leader looking to fight the "B2B snorefest" and build a brand that resonates in the hearts, not just the minds, of their audience.To connect with Adam, find him on LinkedIn or follow his insights on Medium at The Creative Machine. You can also visit twilio.com to see the "Builder" story in action. Don't just execute—become the architect of your brand’s future!Want to be a guest on the show? Contact us HERE. To learn more about RELAYTO, visit: [relayto.com].