In this episode of Branducation, I sit down with Karina Kogan, Chief Marketing Officer at Oura Ring, to talk about what it really takes to scale a business beyond early traction.

Karina breaks down why growth starts with understanding your unit economics, not simply chasing a lower customer acquisition cost. We discuss the metrics that matter most, including CAC, lifetime value, margins, payback periods, profitability, and how to think about marketing as an investment in acquiring customers.

We also explore the point where performance marketing stops being enough. Early adopters are easier to reach and quicker to buy, but mainstream customers need more trust, validation, and emotional connection before they choose you. Karina explains why the tactics that win early customers will not always help a brand cross the chasm into the mass market.

From diversifying media and measuring incrementality to balancing data with creative conviction, this conversation is for founders, CMOs, marketers, and business leaders who want to build sustainable growth without becoming dependent on short-term ROAS.

About Karina Kogan

Karina Kogan is the Chief Marketing Officer at Oura, where she leads marketing strategy for the global health and wearable-technology brand.

Her career includes marketing leadership roles at Oura, Peloton, Sundays for Dogs, and Aura. Karina brings deep experience in growth strategy, customer acquisition, brand building, performance marketing, and the financial discipline required to scale companies from early traction to mainstream growth.

Go to https://www.brandbosshq.com/ and:

🔷 Get a FREE copy of the Secret Weapon Handbook

🔷 Steal our Brand Story Blueprint

🔷 Book a Discovery Call

🔷 Unleash your brand’s full growth potential

Where you can find Bill Harper

🔷 TikTok: https://www.tiktok.com/@brandbosshq/

🔷 LinkedIn: https://www.linkedin.com/in/brandbosshq/

🔷 Instagram: https://www.instagram.com/brandbosshq/

🔷 Facebook: https://www.facebook.com/brandbosshq/

Branducation with Bill Harper is your go-to podcast for mastering the art of marketing, branding, storytelling, and business growth. Each episode features conversations with entrepreneurs, marketers, and industry leaders who share actionable insights to help you build a stronger brand, create better marketing, and grow your business.

Don’t forget to follow so you never miss an episode!

In this episode of Branducation, I sit down with Kyle Lacy, Chief Marketing Officer at Docebo, for a candid conversation about the future of marketing in an AI-driven world.

As software features become easier and faster to copy, Kyle argues that product differentiation alone is no longer enough. The companies that win will be the ones that build meaningful narratives around their people, products, customers, and the outcomes they create. We explore why story, brand preference, and customer experience are becoming the true sources of competitive advantage.

Kyle shares his perspective on the tension between pipeline-driven performance marketing and long-term awareness building. We discuss why marketers need a seat at the strategic table, how CMOs can become more proactive and market-focused, and why businesses cannot rely on short-term attribution alone to create sustainable demand.

We also talk about the danger of treating marketing as nothing more than lead generation. From the first ad a prospect sees to onboarding, customer service, delivery, and retention, every interaction shapes the story people tell themselves about your business.

If you are a founder, CMO, marketer, or business leader trying to balance short-term revenue goals with long-term brand growth, this episode offers an honest look at where marketing is headed and what it will take to stay relevant.

About Kyle Lacy:

Kyle Lacy is a seasoned marketing executive with nearly two decades of experience leading high-growth software companies through scaling, transformation, and acquisition. As Chief Marketing Officer at Docebo, Kyle leads global brand strategy, demand generation, and go-to-market execution to accelerate growth and market leadership.

Before joining Docebo, Kyle served as CMO at Jellyfish, led marketing at Seismic as Senior Vice President of Marketing, and helped build Lessonly before its $300M acquisition by Seismic in 2021. His career also includes marketing leadership roles at OpenView, Salesforce, and ExactTarget.

Outside of work, Kyle is a father of two boys, an avid reader of World War II history, and the proud owner of a high-energy dog.

Go to https://www.brandbosshq.com/ and:

🔷 Get a FREE copy of the Secret Weapon Handbook

🔷 Steal our Brand Story Blueprint

🔷 Book a Discovery Call

🔷 Unleash your brand’s full growth potential

Where you can find Bill Harper:

🔷 TikTok: https://www.tiktok.com/@brandbosshq/

🔷 LinkedIn: https://www.linkedin.com/in/brandbosshq/

🔷 Instagram: https://www.instagram.com/brandbosshq/

🔷 Facebook: https://www.facebook.com/brandbosshq/

Branducation with Bill Harper is your go-to podcast for mastering the art of marketing, branding, storytelling, and business growth. Each episode features conversations with entrepreneurs, marketers, and industry leaders who share actionable insights to help you build a stronger brand, create better marketing, and grow your business.

Don’t forget to follow so you never miss an episode!

In this episode of Branducation, I sit down with Professor Jenni Romaniuk, a leading expert in brand growth, consumer memory, and distinctive brand assets, to explore what it takes to build brands people remember.

In a world of constant content, rapid marketing decisions, and AI-generated messaging, Jenni explains why so many brands are becoming forgettable. We discuss the importance of mental availability, what businesses should measure to understand consumer perceptions, and why research matters when making brand decisions.

Jenni also shares her perspective on AI as a tool to support efficiency, not replace human creativity or brand voice. We explore why relevance often matters more than differentiation, how emotional and rational decision-making work together, and what businesses should consider before making major changes to their logo, packaging, or identity.

If you are building a brand, planning a rebrand, or looking for more effective ways to stand out in a crowded market, this episode offers practical, evidence-based insights to help your brand grow.

About Jenni Romaniuk

Jenni Romaniuk is the International Director of the Ehrenberg-Bass Institute for Marketing Science and a leading authority on brand equity, mental availability, advertising effectiveness, brand health, and distinctive assets.

She is the author of Building Distinctive Brand Assets and Better Brand Health, and co-author of How Brands Grow Part 2 — Revised with Professor Byron Sharp. Her work helps organizations apply marketing science to build stronger, more memorable brands.

Go to https://www.brandbosshq.com/ and:

🔷 Get a FREE copy of the Secret Weapon Handbook

🔷 Steal our Brand Story Blueprint

🔷 Book a Discovery Call

🔷 Unleash your brand’s full growth potential

Where you can find Bill Harper

🔷 TikTok: https://www.tiktok.com/@brandbosshq/

🔷 LinkedIn: https://www.linkedin.com/in/brandbosshq/

🔷 Instagram: https://www.instagram.com/brandbosshq/

🔷 Facebook: https://www.facebook.com/brandbosshq/

Branducation with Bill Harper is your go-to podcast for mastering the art of marketing, branding, storytelling, and business growth. Each episode features conversations with entrepreneurs, marketers, and industry leaders who share actionable insights to help you build a stronger brand, create better marketing, and grow your business.

Don't forget to subscribe so you never miss an episode!