148 - Cultural Relevance in Branding with Kira Greenberg

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands.Key Discussion Points:The power of storytelling in strategic brand insightsShifting categories: from Warner Bros. to Pernod RicardCultural nuance and the art of connecting with diverse audiencesAI’s evolving role in qualitative research workflowsWhy the future of insights depends on deep strategic partnershipResources & Links:Pernod Ricard USAJameson WhiskeyGreenbook's IIEX North AmericaYou can reach out to Kira Greenberg on LinkedIn.Many thanks to Kira Greenberg for being our guest. Thanks also to our production team and our editor at Big Bad Audio.