In the latest episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise sit down with Jennie Kaylie, Founder and CEO of Rock the Brands, to talk about the evolving role of brand in a marketing landscape dominated by digital and performance metrics. Their conversation explores how DTC brands can go from simply promoting to truly connecting.
Watch the full episode below.
The Era of Brand is Here — Even for Performance Marketers
Jennie explains that even marketers rooted in paid performance are now shifting toward branding because digital channels no longer drive emotional connection.
“The paid media pros who used to scoff at brand budgets are now launching sonic logos and creator partnerships… because it turns out you can’t A/B test your way to emotional loyalty.”
With Meta and other platforms increasingly cluttered, marketers need creative that stands out and makes people feel something.
Brand Is Your Full Value Proposition
When asked how she defines brand, Jennie offers a simple but powerful framework:
“Brand is the entire value proposition of your business… what you solve emotionally and functionally. That unique combo is your brand.”
This means great brand building isn’t just emotion—it’s how function and feeling meet to create trust.
OOH and Reach Are Still Critical Tools
Greg shares his belief—and Jennie agrees—that out-of-home media looks small but carries big influence, especially for building familiarity.
“Brands like Coca‑Cola and Pepsi invest heavily in OOH and broadcast channels for awareness—that’s how people come to know who they are.”
New DTC brands often aim for fast growth, but once they scale, they often lack real emotional appeal and rely too heavily on digital ads. Jennie believes brand takes that missing piece.
Creative How, Not Just Where
Jennie calls out the difference between polished advertising and authentic creative that people relate to.
She emphasizes that brand marketing is mission-critical and must exist across many mediums:
- 7–11 touch points before a customer selects a new brand
- Creative that feels native to each platform and aligned with brand identity
- Treating customers like collaborators, not just buyers
She shared:
“Brands are becoming friends by using real creators who reflect customers—and staying culturally fast enough that they move at the speed of culture.”
From Brand Building to Conversion: A Holiday Roadmap
With the holidays fast approaching, Jennie offers strategic advice for DTC brands:
- Start testing creative early—well before Black Friday
- Focus on awareness leading into weaker performance windows
- Maintain value messaging even while using promos
- Prioritize quality over quantity when teams are short-handed
- Plan for post-holiday nurturing to keep acquired customers engaged
For example, if 28% of new customer acquisitions happen during holidays, that first brand impression matters. If it’s purely discount-based, that customer may not stick long term.
Final Thoughts
Jennie’s perspective reflects a clear shift: branding isn’t optional; it’s foundational. DTC brands that balance creative, media strategy, and emotional connection are poised to build loyalty and grow beyond the campaign.
If your brand is ready to think beyond tactics, this episode is essential listening.
👉 Listen to the full episode of Beyond the Billboard featuring Jennie Kaylie now.