Ezra EnglebardtVP, Brand Planning
Ezra Englebardt is Vice President of Brand Planning at Bai Brands, where he helps disrupt the beverage industry by overturning the idea that “great flavor” and “good for you” can’t go together. He describes his job as “the psychology part of advertising,” but what he really does, is develop strategies and solutions for Bai based on deep consumer knowledge and insight. In more than a decade in the advertising world, Ezra has worked on brands such as P&G (Crest, Whitestrips/3D White, Glide, Oral-B, Tide, Downy, Bounce), Aflac, Sara Lee (Hillshire Farm, Ballpark Franks, Jimmy Dean, Sara Lee Bakery), Ram Trucks, Hartford Mutual Funds, Webster Bank, Bertucci’s, Carbonite, Seed Global Health, MassMutual, U.S. Cellular, USAA, the Department of Defense, Hyatt Hotels (Luxury Lifestyle brands: Park Hyatt, Unbound Collection, Hyatt Ziva, Hyatt Zilara, Andaz) and Smashburger. Ezra is a firm believer in a consumer-centric approach to marketing and communications and always seeks to ensure that the needs and desires of our clients' target audiences form the basis of our strategic thinking. Ezra studied journalism and advertising at CU-Boulder and received an MBA from Boston College (where he later taught digital marketing to undergrads and MBA students).
The challenges of large-scale enterprises are many. Through the natural silo-ing of business units, M&A activity, or simply an unfortunate side effect of healthy growth, a brand identity can get lost. Oftentimes employee turnover and customer retention represent symptoms of a bigger brand issue. Ezra Englebardt, VP, Brand Planning at Bai Brands, builds a foundation as to the role of the brand in engagement:
- What constitutes an engaging brand
- How to effectively communicate a brand (promise, values, etc.) to employees and customers
- What to do when you recognize brand issues
- Rallying the C-suite around the importance of brand identity