36. Empathy in Brand Building with Red Antler’s Maggie Sause

Truly one of my favorite people, Maggie Sause, is on the podcast! As I look back on my career there is a short list of people who I am just so grateful to have shared a 9-5 with because I have both learned a ton from them and also completely adored them on a personal level, and Maggie is certainly at the top of that list.

Maggie is Head of Marketing at Red Antler, which is probably the most well known and esteemed agency for brands out there. Red Antler partners with businesses at all stages from pre-launch to growth and established brands, but you may have heard of them like I first did from their brand work with the likes of AllBirds or Casper. Or maybe you’ve seen their ‘Designed to be deleted’ campaigns they dreamed up for Hinge or perhaps the book ‘Obsessed’ which Red-Antlers co-founder, Emily Heyward published back in 2020, which by the way, if you’re at all interested in what beloved brand is and how to create one, I highly recommend reading. 

Maggie and I talk about brand worlds - what they are and how to build them, what it means to dimensionalize your audience, how to create value beyond just your product or the platform or the experience you’re selling, why the marketing funnel is way more complex than it used to be, and what Maggie considers to be the three most important aspects of a brand today. If you’re building a brand yourself or perhaps want to understand more of what it takes to make at an agency or maybe you just love CPG, this is the episode for you.