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CultivatED Marketer

CultivatED Marketer

Written by: Cultivated Marketer
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 Grow Brand YOU2020 - 2025 Economics Marketing Marketing & Sales
Episodes
  • CultivatED Marketer Ep. 42 —  Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications

    CultivatED Marketer Ep. 42 —  Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications
    Jan 29 2026
    In the 42nd episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Mike Farag, CEO and Chief Strategy Officer at Fervor, an award-winning strategic marketing agency. Mike shares his journey from the corporate world to building a purpose-driven career, offering powerful insights into career development, professional growth, and aligning personal values with marketing communications across both for-profit and nonprofit sectors. CultivatED Marketer Ep. 42 —  Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications Mike’s path toward purpose-driven work began with a life-changing mission trip to Haiti in July 2008. There, he met a young orphan named Daniel whose joy and resilience reshaped Mike’s understanding of success and fulfillment. That moment ultimately led Mike to transition from his corporate role at Sprint into work centered on impact and meaning. As Mike discussed his shift into nonprofit marketing, he highlighted the importance of adapting marketing communications strategies to connect with diverse audiences. Navigating this transition required intentional learning, empathy, and a commitment to continuous professional development – especially when moving between corporate and nonprofit environments. Despite the challenges, Mike found renewed purpose in helping organizations build brands that truly matter. Building Organizational Trust Through Internal and External Communications On building brand trust, Mike says he draws a lot of inspiration from Cory Sheer, emphasizing the difference between brand awareness and genuine brand trust, noting that trust is built through consistent, authentic internal communications and external communications. For nonprofits in particular, investing in thoughtful communication strategies is essential for building long-term relationships with donors, stakeholders, and communities. Mike encouraged organizations to move beyond a scarcity mindset and view communication as a core function, rather than a luxury. This approach reinforces transparency, strengthens leadership credibility, and supports sustainable organizational growth. The Role of Organizational Culture in the Success of a Brand Julie calls out a study done and how St. Jude is the most trusted nonprofit organization, and they achieved this by spending over $100M in marketing. Mike shared practical advice for leaders focused on professional development, starting with simple but powerful internal actions. Regular, authentic communication from leadership plays a critical role in shaping culture and alignment. As Mike put it, “Culture begets communication, and communication begets culture.” Drawing from his book, Marketing with Fervor, Mike outlined a framework that helps organizations articulate purpose, clarify messaging, and build cohesive marketing strategies. These principles support both marketing professional development and healthier internal cultures – ensuring organizations grow from the inside out. Translating Organizational Purpose into Day-to-Day Decisions While some industries struggle with purpose-driven branding in polarized environments, as noted in the interview with Fred Cook and the Annenberg study, Mike believes purpose remains essential for nonprofits and mission-driven organizations. Purpose provides clarity, direction, and authenticity – key ingredients for meaningful career development and organizational impact. Mike’s perspective reinforces the value of communication professional development rooted in integrity and consistency. By showing up as the same person in every setting, leaders can foster trust, strengthen culture, and build brands that resonate deeply with their audiences. Mike Farag’s story is a compelling reminder that professional growth doesn’t have to come at the expense of personal values. By aligning purpose with marketing communications, leaders can create meaningful change while advancing their own career development. 03:07 The Importance of Nonprofit Communications 06:21 Mike Farag’s Journey from Corporate to Nonprofit 09:31 Challenges and Strategies in Nonprofit Marketing 17:49 Building Organizational Trust and Effective Marketing for Nonprofits 24:42 Overcoming Scarcity Mentality in Nonprofits 27:35 Google’s Secret Sauce and Nonprofit Challenges 29:42 Integrating Purpose and Career 33:11 Translating Purpose into Action 35:44 The Future of Cause Marketing 41:29 Building Organizational Trust with Internal Communications
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    50 mins
  • CultivatED Marketer Ep. 41 —   Why Event Marketing Is Making a Massive Comeback with Jonathan Mast

    CultivatED Marketer Ep. 41 —   Why Event Marketing Is Making a Massive Comeback with Jonathan Mast
    Jan 15 2026
    In the 41st episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Jonathan Mast, a Kansas City-based marketer who transitioned from digital and social media marketing to event marketing. Jonathan discusses the evolution of event marketing, particularly in the age of AI, and provides valuable tips for anyone looking to make their events memorable and impactful. With more than 17 years of experience across digital media, branding, and external communications, Jonathan brings practical insights for communications professionals looking to sharpen their skills and grow their careers. CultivatED Marketer Ep. 41 —   Why Event Marketing Is Making a Massive Comeback with Jonathan Mast Jonathan’s path into event marketing was unplanned – but transformative. While working at Sedgwick, he noticed missed opportunities to extend the value of live events beyond the room. That realization sparked new strategies such as post-event video content, live social engagement, and follow-up storytelling that strengthened both external communications and audience trust. This approach highlights a core principle of effective marketing communications: events shouldn’t end when the doors close. Instead, they can become powerful tools for communication professional development, helping marketers build community, credibility, and long-term engagement. Jonathan also emphasizes that great event marketing relies on meticulous planning. From logistics to thoughtful details like branded hand towels, every touchpoint contributes to the experience, and to the brand story being told. The Resurgence of In-Person Events and Career Development Opportunities As digital tools evolve and misinformation becomes easier to spread, Jonathan believes authenticity is more valuable than ever. To answer the question, “why brands should do in person events,” he echoes Mark Cuban’s prediction that fueled by the desire for genuine human connection, in-person events will continue to rise. For early-career marketers, event marketing offers hands-on opportunities for professional growth that can accelerate career development. Live events build skills in relationship management, storytelling, leadership, and adaptability – core competencies for anyone pursuing professional development for communications professionals. Leadership Lessons That Support Professional Growth Jonathan credits much of his success to mentors who emphasized kindness and confidence over ego. His leadership philosophy, “confidence over cockiness,” aligns closely with sustainable internal communications and team-building practices. For those navigating their own continuous professional development, Jonathan encourages collaboration, humility, and empathy. These qualities not only strengthen teams internally but also improve how brands show up externally. Technology, AI, and the Future of Event Marketing Communications Even in traditional industries like workers’ compensation, Jonathan sees technology reshaping how marketers connect with audiences. From personalized digital experiences to AI-powered insights, adaptive strategies are becoming essential for effective external communications. Jonathan believes future success lies in blending technology with human insight — an approach that reflects strong continuing professional development and keeps marketers competitive in a rapidly evolving landscape. With respect to communications and marketing, the group discussed reaching people where they are at and mention of the following generational communications preferences: Jonathan Mast’s insights underscore the growing importance of event marketing as a strategic pillar of marketing communications and professional growth. By combining thoughtful planning, authentic connection, and evolving technology, marketers can drive meaningful engagement while advancing their own career development. You can connect with Jonathan on LinkedIn. 01:43 Jonathan’s Career Journey 02:10 Event Marketing Insights 04:17 Early Days of Social Media 08:03 Transition to Event Marketing 14:19 Event Planning Essentials 19:55 Ensuring Timely Delivery of Promised Materials 20:43 The Impact of Technology on Meetings 22:15 Artificial Intelligence and the Milli Vanilli Effect 23:47 The Challenges of Virtual Meetings 25:22 The Future of In-Person Events 26:22 Event Marketing in the Age of AI 35:05 Leadership Lessons and Career Advice 37:23 Final Thoughts on Event Marketing
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    39 mins
  • CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba

    CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba
    Dec 19 2025

    In the 40th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency.

    CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba

    The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence.

    The Five Cs of Branding

    Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals:

    1. Commitment: Brands must anchor themselves with purpose and vision, much like Estee Lauder’s iconic “jar of hope.”
    2. Construct: Logos, style, tone, and identity form the visual and emotional construct of a brand.
    3. Community: Employees, customers, and stakeholders form the community that carries a brand’s message—an essential concept in external communications.
    4. Content: Marketing communications, public relations, and storytelling fuel brand awareness and trust.
    5. Consistency: Brand loyalty grows when messaging, design, and values remain steady over time, as seen with Oprah Winfrey and long-standing Fortune 500 campaigns.
    Insights from Experience: Professional Development and Branding Success

    Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development.

    The Role of Community in Professional Growth

    A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development.

    A Personal Take on Brand Loyalty

    Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships.

    We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn.

    01:37 The Importance of Personal and Corporate Branding

    02:31 Derrick’s Branding Expertise and Career Highlights

    04:41 Introduction to the Five Cs of Branding

    08:22 Derrick’s Journey and Writing Career

    12:32 Deep Dive into the Five Cs of Branding

    16:48 Consistency: The Hardest C to Master

    18:19 Derrick’s Role in the IABC and Branding Success Stories

    21:35 The Evolution of Logos in a Visual World

    22:23 Successful Rebranding Strategies

    23:03 Case Study: Kraft and Heinz

    23:31 Branding from Scratch: A Telecom Example

    24:56 The Power of Consistency in Branding

    26:50 Personal Branding Insights

    27:38 The Inspiration Behind ‘Omics’

    29:19 The Importance of Small Interactions

    33:11 Advice for Career Reinvention

    36:53 The Value of Professional Communities
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    44 mins
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