The Brand Fund Frameworks Worth Stealing

Brand fund budgeting is where franchise marketing strategy gets real — fixed dollars, franchisee expectations, and a landscape that keeps changing underneath you. In this episode Katherine LeBlanc talks with Adam Terranova from Authority Brands and Brooke Janousek, Fractional CMO for IV Nutrition, about the frameworks they actually use to build budgets that hold up and that franchisees trust. If you're heading into fall budget season, this is the conversation to have first.In this episode:Why calling it a brand fund instead of an ad fund changes franchisee expectations from day oneThe PESO model as a framework for both allocating budget and explaining it to franchiseesThe 60/30/10 split — how to build flexibility and contingency into a fixed budget before the year startsWhat franchisees are really asking for when they push for more SEO spendHow to show up in LLMs across multiple owned platforms without adding significant budgetGuest: Adam Terranova, Senior Director of Marketing, Authority Brands Adam has been in franchising since 2013 and oversees marketing across five home service trades brands at Authority Brands — One Hour Heating and Air Conditioning, Benjamin Franklin Plumbing, Mr. Sparky, Dry Medic, and Stop Restoration. He has built and managed brand funds at startup brands and at scale, and has been presenting the PESO framework to franchise marketers since he first learned it over a decade ago.Guest: Brooke Janousek, Fractional CMO, IV Nutrition Brooke brings ten years of franchise marketing experience across home services and health and wellness, including time at Garage Experts and Hello Garage before her current role at IV Nutrition, a 47-location IV therapy brand. She has built brand funds from zero, managed them through rapid growth, and navigated some of the most disruptive years in digital marketing as a fractional CMO.Host: Katherine LeBlanc, Fractional CMO | Apollo CMOWant to go deeper? 🌐 apollocmo.com ▶️ @MyPodcastHost on YouTube 🔗 linkedin.com/in/katherineleblanc 📩 [email protected]