Make Your Brand Team Cry: ABM Voice Rules (with Phil Pilalas)

Episode notes

If you aren’t making your brand team cry, you’re probably playing it too safe. Jim Gilkey is back with Phil Pilalas, content bro at Scrappy ABM, who’s spent 13 years shaking up every industry except the kitchen sink. Phil calls out the marketing teams sticking too rigidly to their brand voice and tone guides, warning that “dry” and “safe” won’t win new customers—or keep anyone’s attention. You’ll learn why being afraid to jump outside the lines is a huge mistake, what “comedy” has to do with ABM, and how to cut through the noise (and maybe get your brand team a little uncomfortable in the process). Ready for a punch of real talk? Keep reading. Guest Bio Phil Pilalas is a content leader at Scrappy ABM with 13 years’ experience across B2B and D2C—“every single industry except for the kitchen sink.” If you want more of his no-nonsense takes on brand voice, you’ll find him on LinkedIn (he’s probably the only one, unless you find his dad).