{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Dave Gerhardt Show (from Exit Five)","title":"How to Use Cognitive Behavioral Branding to Create New Categories with Ari Yablok, Head of Brand at Island","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/f0ed0cc0\"></iframe>","width":"100%","height":180,"duration":2781,"description":"#284 Brand | Dave sits down with Ari Yablok, Head of Brand at Island, to share his approach to creating a brand in the cybersecurity space. Ari shares his journey from agency life to leading the brand narrative at Island, where he helped build the concept of the \"enterprise browser.\"\n\nDave and Ari Cover:\nThe key differences between category creation and strategic positioning, and why it matters for B2B marketers\nThe steps to building a brand story that resonates with both your internal team and your target audience\nHow focusing on the last 20% of branding efforts can elevate your company above the competition\n\nTimestamps","thumbnail_url":"https://img.transistorcdn.com/qp2EGyx49zNMpcn-IwZXI3v-kD3r0QUel9Kwnpr1jPQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMzlh/ODVjZDNmNjY4Mzli/MTFlNzMxZDI4ZmJm/Yzc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}