What’s the soul of your brand? And why might it be the secret to unlocking a new chapter of growth for your company?

Today, David sits down with Mark Smucker. He’s the CEO and Chair of The J.M. Smucker Company, which is home to iconic brands like Smucker’s, Folgers, Uncrustables, Hostess, and Milk Bone.

And he’s obsessed with understanding the soul of a brand. By knowing what his brands truly stand for, he and his team can make smarter creative decisions, take the right risks, and keep growing even when consumer tastes shift.

If you want a brand that’s relevant, authentic, and successful, don’t miss this episode. 

You’ll also learn:

• The question Mark asks before making any creative decision
• How to make your core values more than just a list of ideals
• Why it took 10 years to scale Uncrustables (hint: it involves bread bubbles)
• The marketing principle that put Ludacris in a JIF commercial