Crafting an Iconic Legacy Brand with Telstra's CMO Brent Smart - Next Gen Builders

Topics in this episode

Episode notes

Today on Next Gen Builders , Francois welcomes Brent Smart, the CMO at Australian Telco giant, Telstra. Their conversation focuses on the power of brand as Brent has been the leading charge behind Telstra’s new brand platform. Throughout the episode, Brent argues for connecting your marketing efforts to the real world. When trying to evaluate how Telstra appeared to consumers, his team ran surveys asking Australians to draw , not write, what they thought of the organization. Similarly, he consistently advocates for running live experiments to validate your approaches in real time. The episode also explores how Brent aligns teams around a unified brand vision with tools created in house, such as “Telstra’s Creative Dial,” to help measure and guide creative output. He stresses the value of a distinct brand voice and explains why starting with a small, focused team helps nurture new ideas. Drawing on his transition from agency life to leading Telstra’s marketing, Brent offers a fresh perspective on keeping creativity alive in a corporate setting.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

More from Next Gen Builders

All episodes →

Explore the best B2B Product podcasts →