Join Charlie Riley, Greg Wise, and special guest Elaine Zelby (Co-founder & CRO of Tofu) as they dive deep into the shifting landscape of marketing. From the death of performance marketing to the renaissance of brand, discover why companies are returning to authentic identity building in a world where technical moats no longer exist.

In this thought-provoking episode, Elaine shares her contrarian views on brand marketing, reveals her unconventional compensation structure, and explains why she changed her LinkedIn title from "Chief Spearfisher Woman" to something more conventional.

🔑 Key Topics:
What brand truly means in today's crowded marketplace (00:04:46)

Why narrowing your target audience is critical for early success (00:06:03)

How marketing has become a "finance position" and what's driving the shift back to brand (00:18:08)

The misalignment between sales incentives and customer experience (00:23:14)

Creative out-of-home advertising strategies for reaching decision-makers (00:28:32)

⏱️ Timestamps:
00:00:03 - Introduction to Beyond the Billboard
00:01:17 - Elaine's unconventional career path
00:03:22 - The changing landscape of marketing and demand
00:04:46 - What brand really means: staking your claim
00:06:03 - The importance of narrowing your target audience
00:09:39 - How your brand makes people feel
00:12:55 - Brand consistency across touchpoints
00:13:55 - When companies shouldn't focus on brand marketing
00:17:55 - The challenge of measuring brand impact
00:23:14 - Misaligned incentives in customer experience
00:28:32 - Creative airport advertising strategies

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