Can a brand built on car radios win in a streaming world?JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.What you’ll learn:How to build a segmentation model that guides real decisions, not just a slideWays to protect your core audience while investing in growth segmentsThe role of human curation and hosts in driving consideration and retentionTurning creators and niche passions into sticky loyalty (yes, including heavy metal)Running a brand evolution tied to product updates, not vanity designSelecting and measuring leading indicators that predict revenue impactUsing distinctive brand assets (sonic cues, mascots) to boost recognitionPractical tactics to activate employees as advocates and co-creatorsListen for concrete examples, simple frameworks, and metrics you can steal for your next brand, content, or growth initiative.