Episode 6: Lisa Baird on the Future of Branding and Audio

What if the secret to building a global brand isn't just about what people see, but how they hear and interact with your mission? In this episode of Sweet Tea and Strategy, you’ll learn how New York Public Radio’s CMO, Lisa Baird, leverages consumer insights to turn rigid corporate identities into accessible, mission-driven brands. Lisa Baird shares the blueprint behind the successful launch of the "Team USA" brand, explaining how she transitioned the Olympic identity from elite exclusivity to a broader, more inclusive experience for all Americans. She provides a deep dive into the changing media landscape at New York Public Radio, the fascinating influence of Twitch on traditional sports fandom, and why voice-activated technology is the next great frontier for marketers. From the globalization of soccer to the upcoming Dolly Parton’s America podcast, Lisa reveals how storytelling through audio creates a uniquely engaging connection between brands and their audiences. Listen now to discover the strategic thinking of one of marketing’s most innovative leaders.