PODCAST · business
brandLingual
by brandLingual
brandLingual isn’t just a podcast. It’s an online learning platform for the language of brand, and this pod is where we practice it out loud with global experts.Hosted by Baiba Matisone (Berlin) and Christopher Owens (Dallas), long-time strategists and global educators, the show blends real-world experience with evidence-based thinking to help you turn theory into practice.If you’ve ever felt stuck between conventional marketing (intuition, segmentation, positioning) and how brands actually grow (evidence, mental & physical availability, distinctive assets), you’re in the right place.
Episodes
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ep22 // unLearning with Tracey Follows - Inbetween Worlds
What does it mean to stay human in a world increasingly shaped by machines? In this episode of brandLingual, Baiba Matisone and Christopher Owens speak with Tracey Follows, futurist, author, and CEO of FutureMade, about the future of identity, strategy, AI, human agency, and the assumptions we…
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ep21 // Playground of unLearning
What if marketers do not need another framework to memorize, but a better place to practice? In this episode, Christopher and Baiba explore why play may be one of the most serious tools we have for learning, unlearning, and building better marketing judgment. Marketing often rewards confidence,...
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ep20 // Translation (with Prof Dr Sebastian Wolf)
Everyone says they want evidence-based marketing. But in most marketing rooms, “evidence” means a dashboard, “strategy” means a deck, “brand” means three different things, and “creativity” gets treated like either magic or decoration. That’s the problem. Not a lack of theory. A failure of...
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ep19 // Marketing Needs a Periodic Table
What happens when a marketing team uses the same words but means completely different things? In this episode of brandLingual, Baiba Matisone and Christopher Owens explore one of the industry’s most overlooked problems: marketing language. Words like awareness, mental availability, brand love,...
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ep18 // unLearning with Prof Ram Rao - When Theory Meets Reality
You know Ehrenberg-Bass. But how much do you know about Bass? In this episode of brandLingual, Baiba Matisone and Christopher Owens are joined by Ram Rao, Founders Professor of Marketing at the University of Texas at Dallas, long-time collaborator of Frank Bass, and someone who has spent five...
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ep17 // Memory (with Edmunds Vanags)
Most marketers talk about memory as if the brain were a storage box. Say the message enough times. Repeat the brand enough times. Add emotion. Wait for memory. But what if that metaphor is incomplete, or maybe even wrong? In this Expert Series episode of the brandLingual pod, Baiba Matisone and...
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ep16 // unLearning with Jelena Veselinovic - Losing the Shield
What happens when what you know no longer works? In this episode of brandLingual, we sit down with Jelena Veselenovic for a conversation about unlearning, and what it really takes to grow when experience stops being an advantage. After more than two decades leading global marketing across brands...
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ep15 // Transformation (with Philip Horváth)
What does it mean to lead when the world is in transition? In this episode of the brandLingual podcast, we sit down with Philip Horvath, leadership thinker, innovation guide, and what he calls a “midwife of the new.” This conversation starts with a simple but uncomfortable truth: We are living...
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ep14 // unLearning with George Shepherd – Process vs Creativity
What if strategy process is actually making the work worse? Most modern marketing leans on structure. Frameworks. Defined steps. Shared language. But what if the very systems designed to improve strategy are quietly holding it back? In this episode of brandLingual, we’re joined by George…
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ep13 // Debating Both Sides (Brand vs Performance) — with Mats Georgson
Most marketing debates are tidy. Two sides. Two scripts. Two people defending what they already believed. And nothing really moves. This one doesn’t work that way. In the first episode of the brandLingual Debate Series, Mats Georgson and Christopher Owens take on a familiar, uncomfortable motion:...
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ep12 // Why Memory-First?
Most marketing research starts with the wrong question: What do people think about our brand? The problem is, most people are not thinking about your brand at all. They’re thinking about deadlines, dinner, energy crashes, the fastest route through the grocery store, and whatever problem they need...
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ep11 // unLearning with Mats Georgson - Beyond Categories
Most companies think they’re competing. Mats Georgson thinks they’re shrinking. In Episode 11 of the brandLingual podcast, we sit down with Mats Georgson to explore what marketers must unlearn to drive real business growth. From his early days at Sony Ericsson to decades in consulting and…
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ep10 // unLearning with Heidi Hackemer - Ego Funerals
In Episode 10 of the brandLingual podcast, Baiba Matisone and Christopher Owens sit down with Heidi Hackemer to explore one deceptively simple question: What have you had to unlearn? For Heidi, it starts with the mountaintop. Early in her career, strategy meant going away, thinking hard, and...
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ep9 // unLearning with Rob Scotland - Power of Language
In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens sit down with strategist Rob Scotland to explore a deceptively simple question: What have you had to unlearn? For Rob, it starts with this: the need to preach. Early in his career, cultural fluency felt like having...
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ep8 // unLearning with Paul Feldwick
This episode introduces our guest format and raises the bar. We didn’t want a highlight reel. We wanted a practitioner willing to talk honestly about what had to be unlearned over a long career in advertising. That’s why we invited Paul Feldwick, former global planning director at BMP and author…
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ep7 // Memory Over Persuasion
Most marketing strategy is still built as if growth happens by persuasion. Pick a segment. Choose a target. Craft a position. Sharpen the message. Convince the buyer. That logic traces back to Kotler, STP, and how many of us were taught to think about strategy. It’s clear. It’s teachable. And it...
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ep6 // Memory-First Creative Briefs
Creative briefs are still built for persuasion. Brands grow through memory. In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens explore how to write a creative brief using evidence-based marketing principles, shifting from persuasion-led strategy to memory-first...
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ep5 // Don't Learn Strategy Alone
Strategy has a strange contradiction baked into it.We’re expected to sound supremely confident in rooms where no one actually agrees on what the words mean. At the same time, we’re quietly terrified to admit what we don’t know, because asking the “wrong” question can feel like career suicide to...
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ep4 // Mapping the Language
Marketing is one of the only industries where someone can say, “We need more love for this brand,” and a room full of adults will nod like that’s a plan.Then, an hour later, we demand scientific certainty from a dashboard. Total whiplash.In Episode 4 of the brandLingual pod, Baiba and Christopher...
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ep3 // Fluency Under Pressure
Marketing strategy has a language problem. In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens explore what it means to apply evidence-based marketing in real-world conditions, where pressure, politics, and intuition collide. Most marketers learn through…
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ep2 // Learn to unLearn
Marketing is full of things we had to unlearn. In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens explore the tension between intuition-led marketing (storytelling, positioning, creativity) and evidence-based marketing (mental availability, distinctive assets…
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ep1 // Are you brandLingual?
Marketing has a language problem. We’re fluent in stories, metaphors, and instincts. We talk about love, loyalty, funnels, tribes. But when it comes time to explain "why" something worked, or how to repeat it under pressure, the words start to wobble.At the same time, there’s a growing body of...
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ABOUT THIS SHOW
brandLingual isn’t just a podcast. It’s an online learning platform for the language of brand, and this pod is where we practice it out loud with global experts.Hosted by Baiba Matisone (Berlin) and Christopher Owens (Dallas), long-time strategists and global educators, the show blends real-world experience with evidence-based thinking to help you turn theory into practice.If you’ve ever felt stuck between conventional marketing (intuition, segmentation, positioning) and how brands actually grow (evidence, mental & physical availability, distinctive assets), you’re in the right place.
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brandLingual
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Frequently Asked Questions
How many episodes does brandLingual have?
brandLingual currently has 22 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is brandLingual about?
brandLingual isn’t just a podcast. It’s an online learning platform for the language of brand, and this pod is where we practice it out loud with global experts.Hosted by Baiba Matisone (Berlin) and Christopher Owens (Dallas), long-time strategists and global educators, the show blends real-world...
How often does brandLingual release new episodes?
brandLingual has 22 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to brandLingual?
You can listen to brandLingual on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts brandLingual?
brandLingual is created and hosted by brandLingual.
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