{"podcast":{"title":"The Marketing Architects","slug":"the-marketing-architects-6260303","podcast_index_feed_id":6260303,"rss_url":"https://www.spreaker.com/show/5807291/episodes/feed","website_url":"https://www.marketingarchitects.com/Podcast","image_url":"https://d3wo5wojvuv7l.cloudfront.net/t_rss_itunes_square_1400/images.spreaker.com/original/f76176a3d14a134d416863fe8ac13be3.jpg","author":"Marketing Architects","episode_count":293,"summary":"Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.","last_synced_at":"2026-07-21T20:17:31.343227+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303"},"episode":{"title":"Changing Brand Perception with Kim Storin, CMO of Zoom","slug":"changing-brand-perception-with-kim-storin-cmo-of-zoom","published_at":"2026-05-19T09:00:23+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303/changing-brand-perception-with-kim-storin-cmo-of-zoom","show_page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303","url":"https://www.spreaker.com/episode/changing-brand-perception-with-kim-storin-cmo-of-zoom--71978052","audio_url":"https://api.spreaker.com/download/episode/71978052/ep_168_changing_brand_perception_with_kim_storin_cmo_of_zoom_final.mp3","summary":"Zoom has incredibly high brand awareness. But that's actually part of the problem. This week, Elena, Angela, and Rob sit down with Kim Storin, Chief Marketing and Communications Officer at Zoom, to dig into one of marketing's most counterintuitive challenges: too much awareness for the wrong thing. Kim shares how she diagnosed Zoom's perception problem, rebuilt the brand's health measurement from scratch, and launched a campaign strategy rooted in category thinking, humor, and hard data. Topics covered: [02:30] Mental availability vs. awareness [06:00] Reinventing brand health measurement to track new buying cohorts [08:30] \"Brand to demand\" and why Kim refuses to separate the two [11:00] Marketing in the dark funnel and the shift toward a zero-click world [15:00] Building a new category narrative around Zoom [19:00] The thinking behind the \"Take Back Lunch\" and Zuma Head campaigns [24:00] How AI-driven B2B search is changing citation strategy, content and credibility To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2011 Byron Sharp Article: https://byronsharp.wordpress.com/2011/03/26/mental-availability-is-not-awareness-brand-salience-is-not-awareness/ Kim’s LinkedIn: https://www.linkedin.com/in/kimberlystorin/","meta_description":"Zoom has incredibly high brand awareness. But that's actually part of the problem. This week, Elena, Angela, and Rob sit down with Kim Storin, Chief Marke…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2042,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/changing-brand-perception-with-kim-storin-cmo-of-zoom/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-marketing-architects-6260303/changing-brand-perception-with-kim-storin-cmo-of-zoom.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}