# Ep. 72: Beyond the Tagline: Building Purpose-Driven Systems

Page: https://stenobird.com/podcast/talking-tactics-6399040/ep-72-beyond-the-tagline-building-purpose-driven-systems
Text version: https://stenobird.com/podcast/talking-tactics-6399040/ep-72-beyond-the-tagline-building-purpose-driven-systems.md
Podcast: [Talking Tactics](https://stenobird.com/podcast/talking-tactics-6399040)
Published: 2026-04-02T15:21:43+00:00
Episode link: https://talking-tactics.simplecast.com/episodes/ep-72-beyond-the-tagline-building-purpose-driven-systems-qcbYW_wV
Audio file: https://afp-232483-injected.calisto.simplecastaudio.com/0e7718ce-a9f3-4eec-ae5a-990837981e0f/episodes/7cf50a22-85f5-4321-b890-e0a7e3ba16cb/audio/128/default.mp3?aid=rss_feed&awCollectionId=0e7718ce-a9f3-4eec-ae5a-990837981e0f&awEpisodeId=7cf50a22-85f5-4321-b890-e0a7e3ba16cb&feed=TW3wUdsO
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JSON: https://stenobird.com/v1/public/podcasts/talking-tactics-6399040/episodes/ep-72-beyond-the-tagline-building-purpose-driven-systems
Duration seconds: 1924

## Resource

What happens when the brand is not the lead but the work is? In this episode of Talking Tactics, Safy sits down with Deneen Gillespie to unpack a bold shift from traditional branding to purpose-driven systems thinking. From navigating system-level marketing to redefining what “brand” actually means, this conversation challenges everything you thought you knew about building influence. You will hear how focusing on collective impact, not just creative, can unlock real results across institutions. If you have ever questioned whether your brand is actually doing its job, this one is for you.

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## Transcript

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