In a world where CMOs are expected to do more with less—drive revenue, prove impact, and keep pace with accelerating change—The Brand Builder’s Playbook is your guide to what actually works. In partnership with the team at BERA.ai, Jim Stengel, along with co-host Ryan Barker (Founder of BERA.ai), will explore how today’s top marketers are building resilient, revenue-driving brands—and how they’re reimagining the playbook in an era of AI, shifting consumer expectations, and constant disruption.
This 8-part series features co-host appearances from Lindsey Wehking (Nonfiction Research) and Cait Lamberton (Wharton School), as well as unfiltered conversations with senior marketing leaders behind some of the world’s most iconic brands. So if you’re tired of vague advice and want to know how great brands are actually built in 2025 and beyond—this is your playbook.
Brought to you by BERA.ai and vYve Productions.
This week on The Brand Builder’s Playbook, Jim, Ryan, and Cait dive into one of marketing’s toughest questions: how do you prove the ROI of a brand? In a world where every dollar spent needs justification, they explore how marketers can connect creative storytelling to measurable business growth.
To help unpack it, they’re joined by Raja Rajamannar, Mastercard’s Chief Marketing & Communications Officer. Raja shares how Mastercard built one of the world’s most trusted brands by grounding its marketing in data, financial discipline, and purpose. He outlines his framework for measuring marketing ROI across three dimensions, brand strength, business growth, and sustainable competitive advantage, and shares practical lessons on earning credibility with CFOs and boards.
“Purpose and profits are not mutually exclusive. If you pursue purpose methodically, thoughtfully, and innovatively, profits will follow.” — Raja Rajamannar
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Download this week’s worksheet: http://bit.ly/3KX9ts4
Read about upcoming episode topics and guests here: https://bera.ai/podcast/
