Behind The Brand

About Behind The Brand

Welcome to Behind the Brand, a podcast for small business owners, solopreneurs, and aspiring entrepreneurs who are ready to start strong, stand out, and stay bold. Hosted by the powerhouse marketers behind Moxie Creative, this podcast offers a behind-the-scenes look at what it takes to build and grow a memorable brand. With over 30 years of experience helping businesses grow, we share bold moves, real-life client transformations, and actionable lessons you can apply to your own business. Hear directly from our clients as we peel back the layers of their brands to reveal the bold decisions that helped them overcome challenges, grow their businesses, and stay ahead of the curve. We’re here to inspire you to think big, take risks, and be bold. Let’s get started—your next big idea is just a listen-away. Stay connected with us! Youtube https://www.youtube.com/@wearemoxiecreative (https://www.youtube.com/@wearemoxiecreative) Facebook https://www.facebook.com/wearemoxiecreative (https://www.facebook.com/wearemoxiecreative) Instagram https://www.instagram.com/wearemoxiecreative/ (https://www.instagram.com/wearemoxiecreative/) Behance https://www.behance.net/moxiecreative (https://www.behance.net/moxiecreative) LinkedIn https://www.linkedin.com/company/wearemoxiecreative (https://www.linkedin.com/company/wearemoxiecreative) www.moxiecreative.com (http://www.moxiecreative.com)

Publisher

Moxie Creative

Category

business

Language

en

Explicit

No

First episode

19 Feb 2025

Latest episode

21 Oct 2026

Latest episodes

88 episodes in the feed.

1. 

   21 Oct 2026

   What Is Experience-Based Marketing? Selling the Experience Before Anyone Has It

   Takeaways A rough year can be the messy middle that finally gives you clarity about the work you want to do. You can narrow your focus to a few industries without giving up the local community that built your business. Many buyers compare cost more than value, so showing strong case studies in a specific industry helps you stand out. In experience-based industries like tourism and beverage, you are selling the experience before anyone gets to have it. Summary of the Episode In this episode of Behind the Brand, Taylor and Kelly Kane from Moxie Creative pull back the curtain on the next chapter of their agency. After a year of long-term clients retiring, industries shifting, and budgets tightening, they got clearer than ever about where they want to go and the work they want their team doing. They share how the agency has always been full service, how advertising changed from media placement to digital, and why competing locally against smaller players and niche freelancers led them to choose a few focus industries. Guided by a consultant, they are choosing food and beverage and tourism, and they explain why they see both as experience-based marketing. The conversation gets practical about what Moxie already does well: packaging with designers who understand print, creating beverage brands that jump off the shelf, and expanding tourism brands across social media, websites, and business cards even when the logo cannot change. They also get honest about the hard part, which is networking statewide after building a business on local relationships. Youtube: https://www.youtube.com/@wearemoxiecreative (https://www.youtube.com/@wearemoxiecreative) Facebook: https://www.facebook.com/wearemoxiecreative (https://www.facebook.com/wearemoxiecreative) Instagram: https://www.instagram.com/wearemoxiecreative/ (https://www.instagram.com/wearemoxiecreative/) Behance: https://www.behance.net/moxiecreative (https://www.behance.net/moxiecreative) LinkedIn: https://www.linkedin.com/company/wearemoxiecreative (https://www.linkedin.com/company/wearemoxiecreative) Website: www.moxiecreative.com (http://www.moxiecreative.com)

2. 

   14 Oct 2026

   How a 110-Year-Old Family Business Stays Relevant: Leah Bernick Sutherland of Bernick's

   Takeaways Longevity comes from change. Leah's dad says it best: "If you're not changing, you're dying." Bernick's has stayed relevant for 110 years by always looking for the next thing. A B2B company can still market to the consumer. Bernick's sells to liquor stores and grocery stores, but most of its marketing builds brand awareness with the people who shop there. Community is the strategy. Showing up at events, donating, sponsoring, and serving on boards builds loyalty that national advertising cannot. Working with family takes boundaries. The closeness is the gift, and the tension that comes with it is real, so protect the dinner table. Summary of the Episode In this episode of Behind the Brand, Taylor and Kelly Kane of Moxie Creative sit down with Leah Bernick Sutherland, director of marketing at Bernick's, a fifth-generation, family-owned beverage and food distributor headquartered in St. Cloud, Minnesota. Bernick's is celebrating 110 years, and Leah has spent 15 of them there, moving through finance, marketing, soft drink sales, and vending before landing back in marketing. Leah walks through the company story. In 1916, her great-great-grandparents bought a small soda bottling shop in downtown St. Cloud and delivered by wagon, or horse and sleigh in winter, within a 30-mile radius. Bernick's bottled its own soda, sold near beer during Prohibition, picked up Dr Pepper, and took on Pepsi in the early 1950s when the local bottler was trying to give it away. She explains how Pepsi distribution actually works, why Bernick's still calls itself a bottler, and how a co-op called WisPak handles production. From there the conversation turns to marketing. Leah leads a team of about 10, including one of the largest print shops among independent Pepsi distributors, producing signage, banners, cooler wraps, and window clings. She shares how the team runs local sweepstakes (including two Mountain Dew golf carts this summer), tailors campaigns to lake life, fishing, and hunting season, and relies on sampling to get new products into shoppers' hands. The hosts also dig into community giving, what it is really like to work with your dad, the values that carry from the family dinner table into the business, and how Bernick's is exploring AI and new brands. Leah closes with rapid fire advice on showing up locally and speaking up early in your career. Find Bernick's at bernicks.com (http://bernicks.com), on Facebook and LinkedIn, on Instagram at Bernick's1916, and on TikTok. Youtube: https://www.youtube.com/@wearemoxiecreative (https://www.youtube.com/@wearemoxiecreative) Facebook: https://www.facebook.com/wearemoxiecreative (https://www.facebook.com/wearemoxiecreative) Instagram: https://www.instagram.com/wearemoxiecreative/ (https://www.instagram.com/wearemoxiecreative/) Behance: https://www.behance.net/moxiecreative (https://www.behance.net/moxiecreative) LinkedIn: https://www.linkedin.com/company/wearemoxiecreative (https://www.linkedin.com/company/wearemoxiecreative) Website: www.moxiecreative.com (http://www.moxiecreative.com)

3. 

   7 Oct 2026

   Tactics vs. Strategy: Why the Marketing You Ask For Isn't Always the Marketing You Need

   Takeaways Needing more business is the goal. How you get there is the strategy. A website, an SEO campaign, or a social media push is a tactic, and a tactic only works when it is tied to a clear plan. Before you buy more leads or more traffic, check what you already have. If 100 leads are not moving forward, or visitors are not filling out your form, the problem is conversion, not attraction. Trendy jargon like SEO is often a stand-in for a different need. Most of the time, a business owner asking for SEO is really looking for something else, such as better conversion, stronger trust, or a clearer brand. Marketing spread across several vendors and judged in silos makes it impossible to see what is working. Set metrics, report on them monthly, and let the results guide the next step. Search is changing fast. With AEO and GEO now part of the conversation alongside SEO, even a website that was right ten years ago may need a very different approach today. Summary of the episode Taylor and Kelly tackle one of the biggest gaps in how small businesses buy marketing: the difference between tactics and strategy. Clients often arrive asking for a specific deliverable, such as a new website, SEO, ads, or more social posts, and sometimes they are exactly right. But there is a big difference between knowing you have a problem and knowing what is actually causing it. That is why Moxie Creative positions itself as a team of marketing consultants rather than order takers, and why the most valuable thing an agency can sometimes say is, "We don't think you should spend money on that." Youtube: https://www.youtube.com/@wearemoxiecreative (https://www.youtube.com/@wearemoxiecreative) Facebook: https://www.facebook.com/wearemoxiecreative (https://www.facebook.com/wearemoxiecreative) Instagram: https://www.instagram.com/wearemoxiecreative/ (https://www.instagram.com/wearemoxiecreative/) Behance: https://www.behance.net/moxiecreative (https://www.behance.net/moxiecreative) LinkedIn: https://www.linkedin.com/company/wearemoxiecreative (https://www.linkedin.com/company/wearemoxiecreative) Website: www.moxiecreative.com (http://www.moxiecreative.com)

Who has been a guest on Behind The Brand

Names identified in recent episode analyses. Showing up to five guests.

• Sip and Pass
• White Wolf Custom Apparel
• Trust Real Estate
• YMCA
• Klair Black

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

2,102

Score snapshot 15 Sept 2025

Apple Podcasts (US)

5.0 / 5

6 ratings

Spotify

5.0 / 5

6 ratings

Podcast Authority Score: 54 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

68

Social presence

0

YouTube

68

Engagement

32

Contact Behind The Brand

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

Questions about Behind The Brand