We Built This Brand: Recent Episodes
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Branding is a powerful tool that creates lasting impressions on individuals. Although people may only see ads and logos, creating a successful brand takes time, effort, and creativity. We Built This Brand is a podcast that delves into the process of building a brand by interviewing founders, marketers, and creators who have successfully created powerful brands. Through this podcast, listeners will gain practical applications and a better appreciation for the brands they encounter every day.
Zack Roskop is the owner of Knox Brew Tours and Knox Brew Hub, and while people might know him as a local craft beer expert, what many don’t realize is he’s also a natural-born marketer. On this episode of We Built This Brand, Chris and Zack discuss how Zack went from being a full-time musician with a crazy idea, to building out multiple successful businesses in his Knox Brew brand. Zack explains why his goal is to be a best friend to the local brewers in the Knoxville area, and how he has built a passionate community around his brands. Chris and Zack also explore the risks that Zack has taken to build his brands, and Zack shares why he feels that good brands and good beers can be polarizing.
Highlights
(00:00) Intro
(01:10) Zack and Chris sit down at Knox Brew Hub to share a local beer and Zack shares a Knox Brew Hub secret
(03:01) Zack explains the goals of Knox Brew Hub
(04:10) How Zack started his iconic “Knox Brew” brands
(08:35) Why Zack decided to start a bar in 12 days, in the middle of the COVID-19 pandemic
(12:57) Zack describes how his parents’ career helped prepare him for the opportunities that Knox Brew Hub presented
(15:12) The two problems that Zack is looking to solve for in the downtown Knoxville area
(18:10) Where Zack’s passion for craft beer started
(20:32) Chris and Zack reminisce on the origins of Knox Brew Tours
(24:20) Why Zack doesn’t call Knox Brew Hub a pub, and how he’s built a community around his brands
(27:55) How Zack builds awareness for his events and draws people to Knox Brew Hub
(33:07) What brand Zack is intrigued by right now, and why he feels powerful brands tend to be a bit polarizing
(37:50) Why Zack feels the most important part of a brewery has changed over the past few years
About Zack
Zack started Knox Brew Tours in the fall of 2014 to combine his love of people, the city of Knoxville and local beer! In 2020, the tour company expanded to a local craft beer bar in the heart of downtown Knoxville. Knox Brew Hub is not only the Hub for the tour company but also a visitors center for local beer!
Links Referenced
- Knox Brew Stories: https://www.knoxbrewstories.com/
- Our Humble Beer Podcast Episode with Knox Brew Tours: https://www.humblebeerpodcast.com/tn-beer-run-part-1/
- Knox Brew Hub: https://knoxbrewhub.com
- Knox Brew Tours: https://knoxbrewtours.com
Follow the Podcast
- Subscribe to the newsletter & follow the podcast: https://www.webuiltthisbrand.com/
- Check out HumblePod: https://www.humblepod.com
Jeremy Floyd is a prolific marketer who currently serves as the Chief Communications Officer for Covenant Health, the largest employer in the Knoxville Metropolitan area. In this episode, he joins Chris for a conversation about how his career journey went from being a philosophy major, to a lawyer, to finding his lifelong career in marketing. Jeremy shares stories on why branding is so much more than the visual element of marketing a brand - to him, branding is your reputation and impacts lives in a meaningful way. Tune in to learn how Jeremy discovered a metal detector brand that saves lives, how he navigates the challenge of creating change in a large-scale enterprise company, and so much more.
Highlights
(00:00) Intro
(00:50) Jeremy’s background and what led him to his current role at Covenant Health
(02:39) Why Jeremy’s interest in disruption and brand building led him to take his current role when he already owned his own business
(04:11) How an early career change led Jeremy to a job that changed the way Jeremy thought about branding
(08:01) How Jeremy sees technology disrupting the healthcare industry
(12:49) The brand promise of Covenant Health and how Jeremy defined it and is sharing it with the people of East Tennessee
(25:46) The future initiatives that Jeremy is introducing for Covenant Health, including their new sonic brand and brand anthem
(28:42) The tools that Jeremy is finding most valuable to create efficiencies in his department
(32:25) What brand Jeremy is loving right now, and why he feels it’s so powerful
About Jeremy
Jeremy Floyd is Chief Communications Officer and Vice President of Marketing for Covenant Health. Upon joining in June of 2022, Floyd immediately began to oversee operations for the marketing, PR/communications, graphic services and call center departments. As a member of Covenant Health’s senior leadership team, he leads the health system’s marketing, branding, consumerism and communication strategies – including digital initiatives. In this role, he is responsible for enhancing the health system’s brand and reputation as the first and best choice for healthcare for the East Tennessee region.
Floyd most recently served as President and Chief Marketing Officer of KellycoDetectors.com,where his efforts more than doubled the company’s customer base in just two years. Floyd also founded Lirio/Finworx, a healthcare business development company specializing in customized communication tools that use behavioral science and artificial intelligence to motivate healthy behaviors in individuals and population groups.
His previous marketing leadership roles include BPV Capital Management, Bluegill Creative, Eluminaire, and Holrob Commercial Realty. Floyd also served as adjunct professor of digital marketing for the MBA program at the University of Tennessee, Knoxville.
In addition to his extensive marketing leadership experience, Floyd holds a Doctor of Jurisprudence degree with a concentration in business transactions from the University of Tennessee School of Law, and is licensed to practice law in Tennessee. He received his Bachelor of Arts degree in English and philosophy from Middle Tennessee State University.
Links Referenced:
- Covenant Health: https://covenanthealth.com
Follow the Podcast:
- Subscribe to the newsletter & follow the podcast: https://www.webuiltthisbrand.com/
- Check out HumblePod: https://www.humblepod.com