Career Smart Roundup: ‘Full-Assing It’ to Drive Results

by Traci O’Brien 

“We cannot solve our problems with the same thinking we used when we created them” (Albert Einstein).  If we do, we are slacking and I’ve got a hunch that Product Marketing Leader at Arity / Allstate’s Tiffani Saxton, and PrizeLogic’s SVP Aaron Lobliner, would be disappointed.  Tiffani challenges us to be thorough and not to “half-ass” anything.  Aaron chimes in and hilariously coins the phrase “full-ass it” which is giving a project your all… otherwise what’s the point?  Chicago was not built and then rebuilt by slackers who lacked vision.  After the fire in 1871, it was built bigger and stronger with Chicagoans blood, sweat, and tears.

What a brilliant bunch at Career Smart 2017!  In the panel referenced,“Tips to Delivering Results in Agency, Non-Profit and Start-Up Cultures,”we heard from head marketers at: Allstate, YMCA, PrizeLogic and Proxfinity.  This was a practical panel discussion spanning a diverse range of industries and breadth of knowledge.  What they all had in common was their ability to articulate fundamental truths that helped them navigate toward success in our ever-changing world.  Many powerful messages were relayed and here are some insightful nuggets of wisdom for you to chew on.

Wisdom Nuggets

Aaron Lobliner—PrizeLogic

  • If you want to be a good salesperson, be a good waiter.
    • I concur! Obviously, I’m an excellent sales manager at Windy City Limousine because I waitressed at the Cheesecake Factory and Cubby Bear.  Kidding aside, I understand his emphasis on being able to manage difficult situations on the spot. Being resourceful when chaos ensues and facing those customers in a calm yet heroic manner = major life skills!  Everyone should wait tables.
  • No matter where you work, give a damn. Care about things… that’s what I look for in job candidates – ones who are passionate and do things to show they care. 
    • He explained the significance today more than ever with interactions being more impersonal, the little things like writing a hand-written note or helping when it’s not required, goes a long way. With companies acting more intimate to evoke emotion and loyalty, why not make your brand be a person who gives a damn, has a purpose and full-asses it?  Lobliner explained that this translates into recognition and promotions.
  • Different strokes for different folks.
  • Be a student of the industry and ask people what they want, most people are willing to tell you.
    •  Observe, listen, and adapt in ways that makes sense to reach goals.
  • Need to know who you’re talking to, when the best time to send the message is, and which channel is appropriate.
    • Emphasis on understanding your audience, trends, and adapting strategy to new and significant data to help you improve effectiveness – work smarter!

Tiffani Saxton –Arity / Allstate

  • Don’t half-ass anything.
    • Hence the source from which I created this classy title, but you clicked on it didn’t you… of course because don’t we all want to “full-ass” our life, aka, have a purpose (an Ice Cube song comes to mind, “you can do it put your back into it…”). Maybe we must love what we do enough then… (“You may say I’m a dreamer, but I’m not the only one…” Beatles). Tiffani succeeds with her work by being thorough and giving her best – it’s no mystery why she has been continuously promoted to higher ranks throughout her career.  She attributes much of her success to understanding people and learning not to take things personally.  I need to brush up on this and if you feel the same, she swears by the book “The Four Agreements.” Boom, just ordered the audiobook.
  • Learn to listen more than you speak.
    • She mentions that the guy in the meeting talking just to hear himself speak, is the one probably missing something mega important (while simultaneously irritating many). We all know this guy or gal.  Strive not to be them.
  • Marketing is not sexy. There is more math, writing and creating than people expect and its hard work.
    • She explains how many people (oh just say millennials) apply for marketing jobs and expect it to be all high-fives and taking shots… well the kind of shots she wants us to take are not of liquor (maybe on Friday, but it tastes better when you earn it) but more risks! She believes brands (personal ones included) need to stay brave and that risk taking/experimenting must become a lifestyle… now I must say, that could be sexy.
  • Leverage your employees to learn about how they are driving business.
    • She seems to take a beautiful stance that all viewpoints are useful and it is our duty to invite those conversations and choose to listen.

Christina Bradway –YMCA of Metropolitan Chicago

  • Know when you don’t give a damn and what you’re not good at.
    • No one likes a know-it-all. Be comfortable articulating your shortcomings – owning them and being transparent will allow you to improve or move forward.
  • Importance of mentorship.
    • A lost art in too many organizations. Yet we are still responsible for seeking out someone we admire and want to learn from.  It could change everything.
  • Marketing is not for making things look pretty. I’m here to help make sure the message you’re trying to relay is communicated effectively. 
  • Don’t say no, say how about…
    • Everyone has their own views and cultivating an environment that welcomes people to share theirs will make people feel valued and lead to more success.
  • Watch what other employees are doing
    • In a non-stalker kind of way, be observant and ask questions.
  • If you’re pushing a message, you don’t know your buyer well enough. Use data to solve problems.  Be brave enough to offer them solutions to problems they haven’t thought of yet.

Christine Hutchison—Proxfinity

  • Be a student of life. I keep my eyes open, and I study life.  Look around you and not so much down (on phones).  Be personable and a little bit vulnerable. 
    • Many nuggets here! Be aware of your surroundings and you’ll be ahead of those who are always on their phones. Keep interacting with people in real life… novel idea, eh? I’m excited for her smart badge to change the way we do this… before we forget how…
  • The start-up world challenges my employees to figure things out on their own and to be resourceful.
    • Being independent and able to take initiative are crucial traits to be successful in the start-up world.
  • Know what tools are out there and which ones belong in your toolbox.
  • We’re in an experiential economy. If you verbalize something to yourself, you’re much more likely to do it.  
    • Talk about your goals. Take calculated risks. Grow from them.


Per my observation, each of the four panelists demonstrated a high-level of awareness and emotional intelligence, which are key to success.  Overriding themes include “full-assing” everything you give a damn about.  Thus, give a damn about the place you work.  This starts with understanding yourself, your strengths/weaknesses and what you want to do.  Christine humbly mentions not being the smartest cookie nor having prior marketing experience before becoming CMO of a fast-growing smart badge technology company.  Despite not knowing everything, she is the perfect CMO for Proxfinity because of her vision; understanding the need it will fulfill, its power to transform everyday interactions, and how to take it to the next level.  To “full-ass” life, be adaptable, listen more than you speak, work on your Emotional Intelligence (EQ) score – everyone has areas for improvement, and maximize on your strengths.  How will you drive results and leave your mark?


Dual-master’s degree graduate focused on Promotions, Psychology, and Philosophy. Having lived in France for 1.5 years, Traci A. O’Brien is globally curious and highly adaptable. She’s a natural with people and her Marketing Research Teaching Assistantship at SIU helps her embrace the power of data. As Global Sales Manager of Windy City Limousine by day, Traci dabbles in the Music and Comedy scene by night. Contact Traci at  

Whose job is it Anyway..PR or Marketing? – Recap

by Brittany Tepper

On May 11, 2017 the American Marketing Association’s Sunrise Executive Series first debate hosted five industry experts who tackled the age-old question: whose job is it anyway, marketing or public relations?

During the debate, some of the industry’s most controversial questions were raised. Here’s a summary of what went down:

Question #1: Social media has become a powerful tool for brands, but who should own it?

Marketing perspective:

Erin Williams, Director of Marketing at Bright Pink, shared how her non-profit organization utilizes social media as a touch-point for consumer connections. Williams opened the debate by asking the audience, “who owns your brand experience?” She then went on to emphasize that the consumer’s journey is in her hands, as a marketer.

Williams continued to stress on the important role of social media advertising to Bright Pink, citing examples of various tactics used by her organization over time to optimize on their advertising ROI. For example, through Facebook advertising, Bright Pink was able to get hundreds of women to take part in its breast and ovarian cancer assessment quiz, at 13 cents a quiz – a highly cost-effective tool by most standards.

PR perspective:

Luke Cushman, Vice President at Wilks Communications Group, pivoted to the role of PR in message management on social media. He argued that PR is responsible for taking objectives and molding them into compelling stories to increase engagement and improve media relations.

Cushman illustrated the role of PR in social media through a case study on TGI Fridays’ “endless appetizers” campaign that covered a competitive eater’s effort to “eat TGI Fridays out of business”. Cushman further explained how TGI’s social media presence amplified the promotion’s impact and strengthened engagement to the point that the campaign was picked up by several media outlets including Newsweek, something that the promotion alone may not have done.

Question #2: Content is king, but who should develop it?

Marketing perspective:

“When it comes to developing content, the beast is always hungry,” said Susan Szymanski, Vice President of Marketing at SPINS. According to her, “Marketing should always have a panoramic view of content and be responsible for everything the brand touches.”

Szymanski then proceeded to explain how SPINS’ main KPI, like that of most marketers, is to increase sales. She debated that it’s the marketing team’s responsibility to align objectives with sales and produce content that is ingrained in the company’s bottom line.

PR perspective:

Kelly Shannon, Vice President of University Marketing and Communication at Loyola University said that no matter who owns content, everyone should have a seat at the table. Adopting such arrangement helps uncover newsworthy content no matter the source. Shannon then proceeded to illustrate with an anecdote about a mother and daughter walking in the same commencement, stressing that such stories would not be possible without the collaboration of several teams across an organization working together as storytellers.

She further discussed the importance of channel integration and seamless transition of content; “Brands can’t afford to be 100% channel agnostic. Surely, no one has unlimited resources at their disposal to experiment at the expense of efficiency and effectiveness of their content marketing efforts” Shannon concluded.

Question #3: Who owns crisis management?

As was evident in the discussion, 100% of experts agree that crisis management falls under public relations.

Sam Randall, Director of Communications at Cook County Sheriff’s Department, certainly knows a thing or two about crisis communication. To him, the key to handling a crisis is all about being first and being truthful:

  • Being first allows you to get ahead of the story and prepare for communicating it.
  • Being truthful is simply the right (and essential) thing to do!

So, Who Won?

We’ll let you decide! Before you do though, keep in mind that our experts unanimously agreed that the most successful organizations have an integrated strategy and think of marketing and PR as a partnership that aligns under one goal.

About the author: Brittany Tepper is a Marketing Manager for Chicago Loop Alliance and a volunteer at the Chicago chapter of the American Marketing Association. You can find her blogs on Loop events and activities at 

ROI of Executive Media Training

by Noeleen McGrath 

I took an interesting meeting with a CEO recently. Within five minutes, it became clear to me that I walked in with the wrong assumption i.e. that he understood the value of executive media training. He didn’t.

In fairness to me, media training is such a given in most company’s executive development programs that it didn’t occur to me that this CEO wouldn’t appreciate its worth.

The CEO wanted to be able to measure his return on investment. I explained that executive media training is not like SEO— an easily measured metric. I can’t promise you that it will deliver you x number of customers or this many impressions.

What I can tell you is that the ability to communicate your message in the media—across all platforms—is invaluable. And the inability to do so is at worst—catastrophic– and at best– a missed opportunity.

For example, if you’ve gone through an executive media training program– and you do well during a three minute interview on a top morning network news program— you can communicate your message to five million viewers for free. If you wanted to buy three minutes of advertising during that show—it would cost you at least $300,000.00.

If you have NOT been media trained–and you don’t do well during that interview—you’ve not only missed an opportunity to connect with millions of people in one fell swoop, but your performance might cause some people to think negatively about you, your company and/ or your brand. (Example: BP’s CEO Tony Hayward, “I want my life back.”)


Intangible Results

How do you measure confidence? You can’t. But you know it when you see it. And you know when you feel it. Nothing will build your self-esteem more regarding interviews than being media trained. There’s something powerful in knowing that you can handle anything that comes your way. The best executive media trainers make sure that you are prepared for every scenario.



Lastly, the CEO asked why he should work with me. I shared my favorite compliment from a client.

“While other media trainers I’ve worked with have left their students with a list of “do’s and don’ts” to worry about, Noeleen left them with the two things they really need: new skills and the confidence to use them.”

And that is what makes my executive media training services… priceless.


Learn from Noeleen at Career Smart 2017

Breaking Through in Today’s Workplace – Media Training Workshop with Noeleen McGrath
May 15, 2017, 6:00-7:15pm, Job Fair Studio Session 1 – Workshop 1

Register today!


About the Author

Noeleen McGrath is the Founder and President of McGrath Comm. They specialize in executive media training and executive presentation skills coaching. Noeleen was an award-winning television news journalist for 12 years at the network and local levels. Her years of interviewing executives convinced her to develop programs that emphasized messaging, on-camera and crisis communication skills. McGrath works primarily with executives in Fortune 500 and Fortune 1000 companies.


“Knowledge is knowing a tomato is a fruit. Wisdom is not putting it in a fruit salad.” – Miles Beresford Kington

by Gary Kash 

The combination of enhanced marketing knowledge and the wisdom of how to execute smartly will help you get where you want to be in 2022. Be at Brand Smart 2017.

“Too busy.” “Too many deadlines.” “I know what I need to know.” “Not enough return on my investment.” My sentiments before attending Brand Smart 2016. Wrong. What happened was I complemented my marketing arsenal with words of wisdom from the select few who had successfully navigated the roaring seas of change to make an impact. Hearing the case studies, the underlying strategies and how these were translated into superior execution that resulted in brand growth made me a smarter and better consultant.

Critically, I heard the same story from younger as well as more seasoned marketing professionals as we shared war stories, lies and cocktails. We learned. We grew. We got smarter. We were going to be better. It made me want to give back.

And, so I shall.

This year I will share a presentation in which I provide a new perspective on the critical importance of a powerful, emotional, positioning platform. And, you will have a blueprint so you can develop your own platform; one that connects consumers to your brand. Correct, it is not about connecting your brand to consumers; rather, having people wanting to connect with you.

Knowledge and wisdom gleaned in a single day from some of the best marketing minds in the world. Not a bad ROI. And, there may even be a fruit salad.


Brand Smart 2017

“The New Brand Journey: A Day of Master Classes”

April 27, 2017, 7:30am – 5:00pm

Gleacher Center at University of Chicago, 450 N Cityfront Plaza Dr, Chicago, IL 60611 




Gary Kash’s experience spans consulting, brand marketing, advertising and marketing research. As President of Insights in Marketing, his counsel was sought by companies like MillerCoors, CDW, Gerber, General Mills, Liberty Mutual, Pepsico and S.C. Johnson. Gary’s ability to guide and counsel others has resulted in him being mentor to many and a sought-after speaker. Recently retired from corporate America, Gary now leverages his wealth of successful consulting experiences to help businesses of all sizes and industries prosper. You can email him or reach him at: 847-217-4500.

Luv Led Me to Brand Smart

by Sherry Duda 

According to GroupM, worldwide media and marketing spend will surpass $1 trillion in 2017. Corporations, brands and agencies make a lot of promises. While the brand’s creative expression may attract users, it’s the delivery of the promise that matters most to consumers.

We assume brands will deliver what they say…until there’s a breakdown. Jerry Seinfeld demonstrates his frustration with a broken promise…

Like a reservation, anyone can make a promise. The tougher part is delivering and delivering consistently.

Branding is at a tipping point. Ask United Airlines.

Could it be the confluence of social media, corporate scandal, a growing distrust for large institutions, and millennial values that has led us onto a new path? Only 18% of us have high confidence in big business according to Gallop’s 2016 polls.

If you peak behind the curtains of many fast-paced growing organizations, you’ll likely find actions, symbols, behaviors and experiences in conflict with the essence of the brand resulting in siloes, unaligned leadership teams, passive-aggressive behaviors…  and other dysfunctions. When these “say do gaps” are revealed externally, consumers lose trust.

My passion for bringing brands to life from the inside led me to Brand Smart 2016.

Chicago’s AMA featured Dave Ridley, Southwest’s former CMO, as one of the keynote speakers. Dave shared some of Southwest’s proactive levers to align its culture and its brand to truly deliver consistently and predictably. He was generous, entertaining, and with BrandSmart’s informal context, I was able to chat with him personally during the happy hour to compare notes on cultural best practices.

The practicality of the speakers, the quality of the content, the attendees — some of whom I now call friends, made it easy for me to accept the honor to both lead the Brand Smart 2017 design team and participate as a speaker with Colin McBean in a session called “Your Culture is Your Brand.”

What’s in it for you to attend Brand Smart 2017?

  • Interactivity with leading brand experts.
  • Practical and actionable content.
  • Diverse options.
  • Value.
  • And, that’s my promise to you.

About the Author

headshot_Sherry DudaAs Chief Executive Officer of Alex Reidy & Company, Sherry Duda is a growth accelerator and disruptive change expert, aligning the body and soul of brands, so they can navigate through high stakes transformation. Sherry helps senior teams shape their culture to end “say do” gaps so they can keep their promises and truly deliver, consistently. Contact Sherry at or

Evening with an Expert: 360 Chicago

If you’re a Chicagoan, you have likely noticed that the iconic John Hancock Observatory has recently gone through a facelift! It is now called 360 CHICAGO. And if you were lucky enough to attend the latest evening with an expert that focused on building a brand experientially, you would have had the chance to enjoy a behind-the-scenes tour of the new space…and enjoyed a breathtaking view while you’re at it!


The evening was kicked off by Nicole Williamson, General Manager at 360 CHICAGO, who walked us through the transformation journey from conceptual design to fabrication and installation.

Here are a few of the defining moments:


An Evening with Three Experts

Essential Skills for Today’s Marketers

Have you ever wondered if you have the right skills to succeed in today’s Marketing World? 

Today, we have a beautiful world that is constantly changing. Each day marketers, like you and I, are facing new challenges that were unheard of twenty years ago or even six months ago.  Each day we wonder how do I make a difference in my job,  team,  organization, industry or career. On January 17th the Chicago AMA asked three marketing experts to consider this subject. 

Our Expert Panelists:

Sona Jones – Head of Marketing & Media (Chicago Ideas)

Allison Cirullo

When Allison started in the industry she struggled to discover her place in marketing. Over the years, her journey helped her find excitement in challenge and change. Her list of essential skills are as follows:

  1. Continue to grow your skills by Reading (Books & Publications about business, finance, and other industries). Attending lectures and seminars focused on a variety of subjects. Never stop learning.  Allison’s Favorites: Harvard Business Review and Technology Landscape publications
  2. Be a Change Agent by being a great listener. Find opportunity in every conversation. Learn to be flexible and accommodating. Motivate others to implement healthy change.
  3. Hustle do what it takes to get the job done. Enough said!

Linh Peter

Lihn’s story and journey is centered on people and relationships. As she moved up the ranks at Target she found great value in investing in others and, others investing in her. So it is only fitting that her list of essential skills are around people and relationships.

  1. Focus on relationships and encourage team members to learn about each other. Take time to invest in others and value people over process.
  2. Your Board of Directors take mentoring to a higher level. Find four or more people you know who excel in certain areas of life and business and ask them to mentor you.
  3. Be Self Aware to do your best to know yourself, your attitude, and behavior.
    1. How you deal with others
    2. How you engage others
    3. Learn how others perceive you and how you perceive others
    4. Ask for feedback from your peers, subordinates, and superiors
    5. Learn from your failures

Sona Jones

Sona’s career path at first seemed full of promise. Right out of college she joined Sony Pictures. She was set, right? However, as years passed she found that her career was not progressing as she had hoped. She had to pivot to re-invent herself. Sona’s essential skills focus on introspection and strategy.

  1. Accountability own up and simply say you’re wrong, when you are.
  2. Your Role entails learning and mastering your role. Become the expert at what you do. Then strategize on how to optimize and leverage process automation and technology to increase your capabilities and effectiveness.
  3. Venture Out and take on small marketing contracts or volunteer opportunities that you can support. By doing so you will expand your experience.

The panelists’ essential skills for marketers will help today and in the future. As the event came to an end, all three panelists encouraged us to do one single very important thing, starting today -Take More Risks!

Are you ready? Are you willing to take a risk right now?

Great! Here is the challenge:  Select a couple of the practical and essential skills that were highlighted by Sona, Allison or Linh, apply them to your daily activities for the next 30 days then share with us how those skills have impacted your marketing life.

We look forward to hearing all of your great stories and experiences.

About the Author: Nick Rich is an Enterprise Architect and Thought Leader on web, social, and mobile based technologies. Nick currently consults and advises clients on content, collaboration, communication technology, and how to foster corporate adoption.



Tim Calkins Makes the Business Case for Branding

As the Clinical Professor of Marketing at Northwestern’s Kellogg School of Management, Tim Calkins knows how important it is for brands to stay on top of what’s working – and what’s not – in today’s environment.

In the above video, Tim gives us a preview of his Brand Smart 2017 master class, “Making The Business Case for Branding.” With his years of experience in building strong and profitable brands, Tim shares his approaches and techniques to build a strong business case – including the financials – within your organization. As one of only four two-time winners of Kellogg’s prestigious teaching award, Tim promises an engaging, powerful presentation.

In addition to attending as a presenter, Tim values attending Chicago AMA’s Brand Smart 2017 as a participant. While the core principles of marketing have remained the same, the tools are changing constantly, and Brand Smart’s master classes will equip attendees with the latest tools, best practices and more to develop and grow strong brands.

As he says, Tim is looking forward to Chicago AMA’s Brand Smart 2017 – and we hope to see you there! Register today to secure your spot at The New Brand Journey: A Day of Master Classes on Thursday, April 27.

Brand Smart 2017

“The New Brand Journey: A Day of Master Classes”

April 27, 2017, 7:30am – 5:00pm

Gleacher Center at University of Chicago, 450 N Cityfront Plaza Dr, Chicago, IL 60611


Group, student and young professional discounts are available. As always, Chicago AMA members enjoy reduced tickets for all events.

Brand Smart 2017 will be Thursday, April 27 at the Gleacher Center, Chicago. Now in its 15th year, Brand Smart is the leading branding conference in the Midwest. Hosted by the Chicago AMA, it draws hundreds of branding executives, agency leaders and other marketing professionals from the U.S.

Nick Ragone on His Brand Smart 2017 Keynote

Nick Ragone is the Senior Vice President and Chief Marketing and Communications Officer for Ascension, the largest Catholic healthcare system in the world. Through his dynamic closing keynote address, he’ll lead us through his work rebranding the system and each of the milestones and lessons learned along the way.

In this short video, Nick gives us an overview of his address, and he shares why he is thrilled to attend Chicago AMA’s Brand Smart 2017 as a participant, too. Under the theme The New Brand Journey: A Day of Master Classes, the conference will guide us through four key stages of branding: strategy, expression, activation and equities. At the close of the day, Nick will put these stages into practice through his successful rebranding efforts.

There’s only one way to hear Nick’s keynote and our other marketing experts: register for Brand Smart now! Group, student and young professional discounts are available.

Brand Smart 2017

“The New Brand Journey: A Day of Master Classes”

April 27, 2017, 7:30am – 5:00pm

Gleacher Center at University of Chicago, 450 N Cityfront Plaza Dr, Chicago, IL 60611


Brand Smart 2017 will be Thursday, April 27 at the Gleacher Center, Chicago. Now in its 15th year, Brand Smart is the leading branding conference in the Midwest. Hosted by the Chicago AMA, it draws hundreds of branding executives, agency leaders and other marketing professionals from the U.S.

Hear the Brand One Year Later

by Colleen Fahey 

In my never-ending quest to spread the word about Audio Branding, I took the stage last year at Brand Smart – where I found a lively and inquisitive audience.   What hadn’t quite dawned on me was that speaking at the event would allow me to listen to everyone else’s presentations.

Having found myself in terrifically-inspiring company, I cancelled my afternoon meetings so I could soak it in. Today, I still go back to the things I learned to guide my thinking.

After hearing Alison Miller’s strategies, I’ve rooted for the Cubs as a business more than I ever rooted for them as a team and after Steve Handmaker described the employee engagement culture at Assurance, I’ve become a fan for life! I also found that Chuck Gitkin’s “Ekrich and Operation Homefront” case was as inspiring as it was perfectly synergistic, whereas the love story told on Wrigley gum wrappers was, in my opinion, an excellent model for perfect brand storytelling.

A year has passed since my 2016 Brand Smart experience and the friendships are still unfolding. Besides running into people I had forgotten I knew, I met new people with whom I’m still friends and, as time went by, I found myself discussing business opportunities with many others   

Another unforeseen consequence of speaking at Brand Smart was that Bonnie Massa, President-Elect of the Chicago AMA in 2016-2017, used her considerable persuasive powers to get me to participate in planning Brand Smart 2017, which was to discuss” The New Brand Journey: A Day of Master Classes.” 

Now that the conference is right around the corner, it’s going to be chockfull of memorable material along with potential new friends and business prospects. My advice: Don’t miss it!

P.S.  I’m not speaking this year, my audio branding missionary work took a new direction and turned into a book that Laurence Minsky and I wrote. You may check out here On April 27th, one month after it releases, I’ll be on hand at Brand Smart to autograph it.


Fahey is the US Managing Director at Sixième Son. She has held multiple roles within Publicis Groupe including Executive Creative Director and EVP – Strategy. Throughout her career, she had five publications related to audio branding including her recent audio book “using sound to build your brand”.