#627: The forces redefining brand loyalty with Ian Baer, Sooth

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 20 January 2025

⏱️ 32 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Are you keeping up with the forces redefining loyalty, or are you relying on yesterday’s strategies in today’s fractured landscape? Today, I’m joined by Ian Baer, Founder of Sooth and a seasoned expert with over 35 years of experience leading some of the world’s most prominent advertising organizations, including Publicis, TBWA, and Omnicom’s Rapp Collins. Ian brings insights into how generational shifts, social commerce, and fragmented media are reshaping the concept of brand loyalty. He’s here to share data-driven strategies and real-world examples that will help brands navigate this new loyalty landscape. ABOUT IAN BAER Ian Baer has 35 years of experience leading/running some of the largest Ad orgs in the world, including Publicis and TBWA , as the President of Rapp Collins (Omnicom) Chief Strategy Office of Rauxa, the president of social agency Big Fuel, an EVP for Deutch, and the founder of Sooth RESOURCES Sooth® website: https://www.soothbetold.com/ Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	Wouldn't it be great if you could ask your data anything at any time?
0:04.1	Like, how are sales this quarter? How's the new marketing campaign performing?
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0:51.3	The world's best companies rely on DOM to to make smarter decisions. See how DOM can help
0:55.9	transform yours. Learn more at AI.domo.com. That's AI.com.com.
1:04.3	The Agile Brand, where we discuss the trends and topics marketing leaders need to know.
1:20.3	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and whatever's
1:29.4	next for the Omni-Channel customer experience. Together we'll discover what it takes to create
1:34.1	an Agile brand, built for today and tomorrow, and built for customers, employees, and continued
1:40.0	business growth. I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on
1:44.8	Martec, AI, and marketing operations. The Agile Brand podcast is brought to you by Tech Systems,
1:50.5	an industry leader in full-stack technology services, talent services, and real-world application.
1:56.8	For more information, go to T-E-K Systems.com. To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on,
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