Скачать или смотреть Crafting an Iconic Legacy Brand with Telstra's CMO Brent Smart | Next Gen Builders, Ep. 13

Today on Next Gen Builders, Francois welcomes Brent Smart, the CMO at Australian Telco giant, Telstra. Their conversation focuses on the power of brand as Brent has been the leading charge behind Telstra’s new brand platform.

Throughout the episode, Brent argues for connecting your marketing efforts to the real world. When trying to evaluate how Telstra appeared to consumers, his team ran surveys asking Australians to draw, not write, what they thought of the organization. Similarly, he consistently advocates for running live experiments to validate your approaches in real time.

The episode also explores how Brent aligns teams around a unified brand vision with tools created in house, such as “Telstra’s Creative Dial,” to help measure and guide creative output. He stresses the value of a distinct brand voice and explains why starting with a small, focused team helps nurture new ideas.

Drawing on his transition from agency life to leading Telstra’s marketing, Brent offers a fresh perspective on keeping creativity alive in a corporate setting. His commitment to hands-on idea generation and real-world testing over pre-market research makes this episode essential for anyone seeking meaningful brand transformation.

Timestamps

00:00 Episode Start
2:00 The power of brand
05:10 Evaluating your brand
08:35 Finding your brand voice
12:10 Building conviction within your organization
15:05 Start experimenting in the real world
17:40 Leading by doing
19:45 Taxi or Bus Meeting
22:00 What does a good pitch feel like?
27:35  Discipline liberates creativity
30:00 Can you teach taste?
34:20 Brent's journey to CMO

Links

Connect with Brent Smart:   / brent-smart-71308037  

Check out Telstra: https://www.telstra.com.au/

Connect with Francois Ajenstat:
  / francoisajenstat  

Check out Amplitude: https://amplitude.com/