Brand & Culture: A Promise Made & A Promise Kept
We interact with brands every day, so you might think you’ve got the concept all figured out. But experts know: looks can be deceiving. So, we sat down with some of those experts to get an unfiltered view of the branding process.
Beth Flom and Andrew Bogucki are senior partners at New York brand innovation firm Tenet Partners —they help companies like Mastercard, Target and IBM build compelling and powerful brands. And they’re clear on one thing. A brand isn’t simply a logo or a tagline —it’s more than that. In fact, according to Cadence Bank’s own Chief Marketing Officer, Jackie Hooper, “brand is the essence of the company.” To be successful, your brand must feel honest and cohesive because it’s reinforced through every interaction that a customer has with your company. To achieve that, it must be built on a solid foundation: culture. But what is your company’s culture? And how do you translate that into a brand?
So, on this episode, we’ll hear from three brilliant marketing minds. They’ll share the keys to evaluating culture and developing a strong brand. You’ll learn how to ask the right questions, make key decisions and what small businesses can achieve —it’s more than you think.
Join us, as we corner the market on marketing with this brand new, on-brand episode!
Read the full show transcript.
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Meet the Host
Patrick Pacheco, Executive Vice President, Trust Executive, has more than 25 years’ experience in wealth management, in addition to the designing and implementation of tax and related planning strategies.
Pacheco’s background includes years of legal practice and multiple degrees, including an LLM* Taxation from University of Houston, a JD from Southern Methodist University, and both an MBA and BS in Economics from University of Texas at Arlington.
He is also board certified in Estate Planning and Probate law by the Texas Board of Legal Specialization.
Meet the Speakers
Andrew Bogucki, Senior Partner, Creative Director
For the past 25 years Andrew has worked with, and learned from, tremendous creative teams and game-changing organizations such as Mastercard, TIAA, Broadview, Cadence Bank, Catalent, APM Terminals, Storylines, Scholastic, Gore, Cisco, Collins Aerospace, Cotiviti, Hofseth BioCare, Voyager Sopris Learning, Sonepar, Sourcewell, and The Hartford, among many others.
He directs creative activities for Tenet Partners, calling on his years of experience to develop world-class design and identity systems for clients of all shapes and sizes. Guided by the principle that brand identity needs to help create engaging, impactful and connected experiences across all audience touch points, Andrew and his team employ the principles of system design across traditional, digital and environmental media.
A keen strategic thinker as well as gifted designer, Andrew has authored articles and commentary that have appeared in numerous design and business publications, and contributed to business books including "The Best of Branding" and "Branding Across Borders.”
Beth Flom, Senior Partner, Strategy
Beth brings nearly 30-years of experience branding, defining and re-defining organizations of all sizes and sectors. As a brand researcher and strategist, she is involved in the creation and implementation of strategy, corporate identity and communications programs for such companies as Cadence Bank, Edwards Lifesciences, Long Beach Airport, Mastercard, Gore and CME Group, to name a few.
Currently the head of research and strategy for Tenet Partners, a New York-headquartered brand innovation firm, Beth previously was managing partner and co-founder of Flag + Company and served as a senior director at The Delve Group. A graduate of Washington University in St Louis with an MBA from the Leonard N. Stern School of Business at New York University, Beth is also a published author and experienced lecturer.
SVP, Chief Marketing Officer at Cadence Bank
Jackie Hooper is the Chief Marketing Officer of Cadence Bank, a leading regional banking franchise with approximately $50 billion in assets and nearly 400 branch locations across the South and Texas. She has served at Cadence and its predecessors since October 2018 and is responsible for all marketing initiatives and functions for the company. From 2021 - 2022, she led the company-wide initiative to develop and launch the new Cadence brand.
Ms. Hooper has more than 20 years of marketing experience in the financial services industry. Prior to joining Cadence, she worked at Regions Bank, First Horizon Bank and Mountain Commerce Bank, where she held several leadership positions, including director of marketing, marketing strategist, regional marketing manager, senior advertising manager and media strategist. She has a proven track record of success leading company-wide consumer, business and commercial marketing initiatives.
Ms. Hooper earned a Master of Business Administration from East Tennessee State University and a Bachelor of Business Administration from The University of Tennessee at Chattanooga. She is actively involved in her local community as an advocate and supporter of organizations and individuals with special needs.
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To the extent that this podcast includes predictions about the economy, these predictions are subject to a number of variables and you should confer with your legal, accounting and tax advisors for their input regarding the possible outcomes of any economic subject matter discussed herein. Predictions are forward-looking statements that reflect current views with respect to, among other things, future events. Forward-looking statements are not historical facts, and are based on current expectations, estimates and projections, many of which, by their nature, are inherently uncertain and beyond the control of any person or entity. Accordingly, please be aware that any such forward-looking statements are not guarantees and are subject to risks, assumptions and uncertainties that are difficult to predict.
The views and opinions expressed by the host and guests in this podcast are solely their own current opinions regarding the subject matter discussed in the podcast and are based on their own perspectives. Such views, perspectives and opinions do not reflect those of Cadence Bank or any of its affiliates, or the companies with which any guest is, or may be, affiliated. The production and presentation of this podcast by Cadence Bank does not imply the expression of any opinion on the part of Cadence Bank or any of its affiliates.