From luxury fashion to banking, with Leanne Fremar, Global Chief Brand Officer, JPMorganChase

“It’s a challenge in any industry to break the category norms.  But we did it. We did it with Hailey and with Claudia, and then we did it in many other iterations.” In this episode of The Persuasion Game podcast, Adam is joined by Leanne Fremar, Global Chief Brand Officer at JPMorganChase. Since 2018, Leanne has been shaping the strategy and identity of both Chase and J.P. Morgan across advertising, experiential and everything in between. Before that, she led Starbucks' Global Brand Studio, ran the women's business at Under Armour, where she won Ad Age's Marketer of the Year for the “I Will What I Want" campaign, and earlier in her career cut her teeth in luxury fashion at Theory, Gucci, and Polo Ralph Lauren. Leanne says putting the consumer at the heart of everything she does has been the key to her success, as well as an ability to anticipate where they are heading before the rest of the market catches up. That instinct is what took her to JPMorganChase, where she saw an industry ripe for the kind of cultural, emotional and narrative devices she had spent years mastering in fashion and retail. She takes us through the positioning of Chase Sapphire Reserve as a luxury brand, including the now iconic campaign with Hailey Bieber and Claudia Schiffer, and she talks about how that same rule-breaking instinct shapes how JPMorganChase shows up in culture more broadly, always with the goal of delivering genuine value to consumers rather than simply buying presence. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: forgemsq.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (06:17) Building a Connected Brand (13:45) Showing Up in Culture (18:30) AI and Human Judgment (23:33) Marketing to B2B Audiences (28:57) LA Olympics