<p>Download our “Tell a Better Story, Win Better Clients” e-book athttps://working-towards.com/What happens when decades of brand storytelling experience collide with AI, digital fragmentation, and a new generation of consumers?Garth Weber, Chief Brand &amp; Marketing Officer at Duluth Trading Company (https://www.duluthtrading.com/), joins me to unpack why brand still matters more than ever — and how the strongest companies maintain a single strategic point of view while adapting to constantly changing channels.With over 25 years of experience on both the agency and brand side, including formative years at Nike and Adidas, Garth shares the foundational principles he learned early in his career — and why those same principles still work in today’s AI-powered, creator-driven landscape.We explore how brands can evolve beyond legacy channels like catalogs, reach younger audiences authentically, and avoid losing coherence while scaling across markets.📌 Topics Covered:• Why brand is still the starting point for everything — even in an AI-driven world• How to maintain a single strategic imperative while localizing execution• Lessons learned from building and stewarding global brands like Nike and Duluth• Why emotional resonance and point of view matter more than channels• Reinventing legacy brands to stay relevant with younger consumers💡 Learn more about Garth Weber &amp; Duluth Trading Company:LinkedIn: https://www.linkedin.com/in/garth-weber/Duluth Trading Company: https://www.duluthtrading.com/🔗 Follow “What Are You Working Towards?” &amp; Host Chris BrodheadWebsite: https://www.working-towards.comSpotify: https://open.spotify.com/show/4Guqegm2CVqkcEfMSLPEDrApple Podcasts: https://podcasts.apple.com/au/podcast/what-are-you-working-towards-with-chris-brodhead/id1569041400YouTube: https://www.youtube.com/@workingtowardsInstagram: https://www.instagram.com/working_towardsTikTok: https://www.tiktok.com/@working_towards⸻⚠️ DisclaimerThe views and opinions expressed on the “What Are You Working Towards?” podcast are those of the host and guest and do not necessarily reflect the views or positions of any companies or organizations they represent.</p>