The Brand Herald

Hosted by Landon Wade

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May 2026

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About the show

Welcome to The Brand Herald podcast: where leaders explore how great brands are built.Join Landon Wade, Owner of Goodson Clothing & Supply Co., as he interviews business leaders and marketing experts to learn about the successes and failures of building great brands. To connect with Landon or the Goodson team, visit: www.goodsonsupplyco.com.

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May 28, 2026Episode 541 min

Josh McKain with Henry Rose Consulting

On this episode of The Brand Herald, Landon sits down with Josh McKain of Henry Rose Consulting, a Louisville-area operations consultant, group coaching founder, with an impressive LinkedIn presence. Josh's story isn't a straight line. It's a winding path from accounting to insurance operations to entrepreneurship, held together by a persistent curiosity and an ability to build trust with people quickly.Josh and Landon connected with each other on LinkedIn before finally sitting down for coffee and discovering they had a lot more in common than they realized. Josh unpacks the origin of Henry Rose Consulting, including the moment on a solo hike at Deem Lake when the name just appeared in his head, and what it means to build a consultancy around a personal brand rather than a keyword-stuffed service description. He's candid about not thinking of himself as a marketer and yet, the way he shows up consistently on LinkedIn and in his community tells a different story.From there, the episode shifts into the evolution of Josh's business model. What started as one-on-one consulting pivoted, almost organically, into Throughput Mastery, a group coaching program built around helping business owners get clear on what they actually want from their businesses, not just what they want to sell. Josh walks through the epiphany he had in Europe that forced him to ask a harder question: why build a business you don't love? He also introduces Aero Growth, a partnership venture, and talks frankly about the challenge of juggling multiple brands under one personal identity.The episode closes on something both Landon and Josh keep returning to throughout: the irreplaceable value of real human connection in an age of AI and automation. Josh's ability to rally accomplished, influential people around a shared idea, from a near-miss business summit to a growing coaching community, is the thread that runs through everything he's built. His friend's line says it best, and Josh has clearly taken it to heart: the only way to lose is to stop playing.Chapters:00:00: Landon introduces Josh McKain and the story of how they met on LinkedIn. 01:25: Josh reflects on their "online dating of business networking" connection and LinkedIn as a relationship tool. 02:14: Josh explains why he doesn't consider himself a marketer and how that shapes his approach to visibility. 04:06: Growing up in New Albany, Indiana, his early career in accounting, and the pivot to Progressive Insurance. 08:04: How Josh landed at Strothman despite bombing his interview and what that taught him about self-awareness. 12:05: The origin of Henry Rose Consulting17:04: An epiphany in Europe, why Josh stopped building a business he didn't love and started building one he did. 19:33: Introducing Throughput Mastery and Aero Growth28:40: Branded merch, personal brand, and why Josh asked Landon to make his logo smaller. 36:24: Practical advice for anyone thinking about going out on their ownResources:Josh McKain LinkedIn Henry Rose Consulting LinkedInThroughput Mastery Aero Growth LLC

April 27, 2026Episode 433 min

Todd Krise with MercenaryMarketing.ai

On this episode of The Brand Herald, Landon sits down with Todd Krise, founder of MercenaryMarketing.ai, a Louisville-based AI consulting firm helping businesses and solopreneurs harness artificial intelligence without the hype, the headaches, or the fear. What starts as a conversation about a Louisville Business First article quickly becomes one of the most grounded, practical discussions about AI and brand that The Brand Herald has hosted yet.Todd's path to founding Mercenary wasn't linear. Sports journalism, publishing, agency life, and a front-row seat to social media's rise all built the foundation. But it was watching AI emerge on the horizon that made him go out on his own. The core idea behind Mercenary is deceptively simple: most businesses already have the tools, the data, and the people, they just need someone to connect the dots. Todd's platform serves as an aggregator, pulling together a client's existing CRM, email marketing, content tools, and social channels into a centralized system powered by AI. The result is a smarter version of you, working while you're in the field.The conversation turns toward the harder, more human questions: What does brand even mean in an AI-saturated world? Brand, in Todd's view, is the knowledge base, it's everything your AI agents know about how you speak, what you stand for, and how you serve customers. It's not a logo or a color palette. It's the totality of how people experience you, whether they're talking to you in person or to your AI persona at 11:30 at night. What makes this episode stick is Todd's conviction that as technology gets more powerful, authenticity gets more valuable. Humans can smell fake and the businesses that will win in an AI-first world are the ones that use AI to amplify what's real about them, not to manufacture something that isn't. For anyone wondering where to start, Todd's parting advice is to go to mercenarymarketing.ai/resources, pick a low-risk tool, and dip your toe in. The mercenary isn't here to replace you. He's here to make you unstoppable.Chapters:00:02: Landon opens with a Louisville Business First article covering Todd's AI consulting startup. 00:36: Todd introduces himself, journalist, MBA, and self-described PhD in "butt kissing." 01:51: Todd's career path from sports journalism to agency work to spotting the AI wave early. 04:49: The origin of the Mercenary name 05:54: How the business evolved from C-suite content creation to a full AI platform09:32: Real client use case, how a three-business solopreneur uses AI to prospect, communicate, and monitor leads while he's in the field. 12:46: The knowledge base explained why cloning a client's voice and expertise is the key to AI content that actually sounds like them. 19:41: How Todd defines a brand in an AI world. It's not your logo, it's your knowledge base. 25:03: Why hyper-local, in-person relationships are becoming more valuable as AI scales.31:15: Practical advice for every AI readiness level and where to find low-risk starting points at mercenarymarketing.ai/resources.Resources:Todd Krise LinkedIn MercenaryMarketing.ai LinkedIn MercenaryMarketing.aiMercenaryMarketing.ai/resources

March 31, 2026Episode 334 min

Bronson Cordle with Vsimple

On this episode of The Brand Herald, Landon sits down with Bronson Cordle, Vice President of Marketing at Vsimple, to explore the real mechanics of marketing software platform in a B2B world. Bronson brings a rich agency background. He trades the agency grind for the chance to build something from the ground up.Landon and Bronson talk about Vsimple's defining challenge, when your platform can automate nearly any business process for nearly any industry, how do you go to market without saying nothing to everyone? Bronson walks us through the company's decision to lean into AI-powered features and a modular, verticalized approach, targeting commercial interiors, material handling, heavy equipment, and manufacturing niches where Vsimple already has proof, relationships, and traction.From there, Landon and Bronson get into the nuance of brand-building versus performance marketing and why it's common to confuse the two. Bronson explains how keeping branded activities separate from customer targeted campaigns is how your marketing earns revenue and becomes the CFO's best friend. Trade shows, relational selling, and the hand-in-glove reality of marketing and sales alignment round out the tactical picture for a company whose complex sale demands a human touch that no digital ad can replicate.The episode closes on a story that will stick with anyone who's ever bought 500 cheap notebooks thinking they saved the company money. Buddy, Vsimple's CEO, says if the logo goes on it, it has to be something people are proud to carry. It's a reminder that brand isn't just what you say, it's what you hand someone across a table. Bronson's parting advice is to try more things, measure what matters, and never put all your bets on one line item.Chapters:01:10: Bronson's background and what Christian education has to do with marketing02:25: What pushed Bronson toward Vsimple04:51: What you actually lose when you leave agency life06:34: Vsimple overview and services10:00: The horizontal platform problem 10:58: An AI features suite and the industries Vsimple targets15:49: Brand vs. performance marketing24:16: Trade shows, B2B relationships, and keeping a human touch27:33: Why generating leads isn't enough if marketing isn't supporting every stage of the sales cycle33:49: Bronson's one marketing tipResources:Bronson Cordle LinkedIn Vsimple LinkedIn Vsimple

March 2, 2026Episode 235 min

Chad Churchman with Hyland Insurance

On this episode of The Brand Herald, Landon sits down with Chad Churchman of Hyland Insurance to discuss the intersection of professional branding and community. Transitioning from a decade in digital marketing at Journeys to the insurance world, Chad shares how he helped shape Hyland’s internal culture. We explore the "Hyland way"—a philosophy built on educating rather than selling, and the simple act of answering the phone. It’s a grounded look at how a 40-year-old family business maintains its relevance by staying human in a digital age.The conversation shifts to the practical mechanics of brand building, from managing email signatures for 40+ employees to the value of quality promotional items. Chad emphasizes that whether it’s a sideline presence at a Louisville City FC match or internal team apparel, the goal is always utility and longevity. We’ve found that Hyland’s commitment to "putting their money where their mouth is"—by purchasing quality gear for their team—creates an organic brand advocacy. It’s a reminder that in a crowded market, consistency and character are the only real differentiators.Chapters:01:00: Chad’s ranking as a semi-pro pinball player and his first-place finishes.02:05: A brief history of Hyland Insurance, the 40-year-old, family-owned Louisville company.04:04: Chad’s transition from digital marketing at Journeys to finding a home at Hyland.08:25: The first 90 days of consolidating internal marketing and creating visual consistency.12:20: Why "Educate, Don't Sell" and answering the phone are Hyland’s secret weapons.18:22: A candid look at the complexities of managing email signatures across departments.21:54: Strategic partnerships with Bellarmine University and Louisville City FC.26:48: Why Hyland invests in their team’s clothing to build internal pride.36:19: Tips for owners hiring their first marketing leader and the importance of being realistic with expectations.Resources:https://www.linkedin.com/in/chad-churchman/ https://www.linkedin.com/company/hyland-insurance-services/ https://hylandins.net/

February 2, 2026Episode 129 min

Klaus Schlimm with Countryman Coatings

On this episode of The Brand Herald, Landon welcomes back his first-ever repeat guest, Klaus Schlimm. Klaus, formerly the VP of Marketing at Progressive Materials, has stepped into a new role as the President of Countryman Coatings. The conversation explores Klaus's transition from the commercial roofing world to the DIY and residential market, highlighting the unique challenges and rewards of building a brand from the ground up.The discussion focuses heavily on the importance of authentic brand building and customer education. Klaus shares his vision for Countryman Coatings not just as a product manufacturer, but as a "roof coating encyclopedia" that provides DIYers with the resources and customer service they need to succeed. From the role of high-quality merch in building reputation to the strategy of "bending the brand" to stand out at trade shows, this episode offers practical insights for any entrepreneur looking to cultivate a loyal community and an enduring brand.Chapters00:02 Landon introduces Klaus Schlimm, the first repeat guest.02:28 Klaus discusses his background in sales and marketing.04:10 Transitioning to the role of President at Countryman Coatings.05:40 Understanding the niche market of residential roof coatings.09:53 Building an "encyclopedia" of resources for DIY customers.11:44 The story and values behind the Countryman brand.12:39 Why high-quality merch is vital for brand reputation.17:32 Standing out at trade shows by "bending the brand".24:47 Shifting from commercial to consumer-focused digital marketing strategies.27:19 Klaus’s advice for entrepreneurs starting a new venture.Resources:Klaus Schlimm LinkedInCountryman Coatings LinkedIn

December 29, 2025Episode 1234 min

Chris Nation with Mirazon

On this episode of The Brand Herald, Landon talks with Chris Nation from Mirazon, a local managed IT services company that’s been helping businesses for 25 years. If you missed the episode with Leah Weisman a few years ago on the sales side, this one is a bit different. Chris is the Marketing Manager at Mirazon who focuses on brand awareness and PR, which he breaks down into two very simple "Rs": Relationships and Reputation. Drawing on his background as an English major and his deep involvement in the Louisville community, Chris shares why the way you talk about your business matters just as much as the work you do.Chris takes the mystery out of PR, explaining that it isn't just about writing press releases. It’s actually about building trust so that when the media or your customers talk about you, they have something good to say. He gives some great, down-to-earth advice for smaller brands: focus on doing excellent work first so you have a great story to tell, then take the time to go meet people to get to know them and build a network.Landon and Chris also talk about why looking professional isn't about being stuffy, but about being consistent. At Mirazon, they use high-quality branded clothing to make sure their engineers feel like a team when they walk into a client's office. Chris sums up their approach with a value we really love at Goodson: "expertise without arrogance". It’s all about making the complex easy to understand and treating people like partners instead of another ticket.Chapters:00:00 Introduction to PR and Reputation Management04:47 Chris Nation's Background and Journey into PR09:21 Defining Public Relations: Misconceptions and Realities14:07 The Role of Relationships in PR18:59 Understanding Mirazon: Services and Client Relationships23:33 The Intersection of PR and Marketing at Mirazon28:22 Advice for Building PR Networks and Reputation33:05 The Importance of Quality in Branding and Promotional ItemsResources:https://www.mirazon.com/ Mirazon LinkedInChris Nation LinkedIn

November 24, 2025Episode 1129 min

Mallory Fagan with Kenmark Eyewear

Landon Wade sits down with Mallory Fagan of Kenmark Eyewear to unpack the creative strategy behind one of the country's most respected names in the eyewear industry. Fresh off the significant news of Kenmark's acquisition by XyloWare, Mallory shares the story of a successful, 50-year-old business that has managed to stand out in a highly competitive niche. The conversation dives into the delicate balance of building the Kenmark brand while serving as a crucial design partner for major licensed collections like Vera Wang, Lilly Pulitzer, and Original Penguin, all while maintaining strict brand guidelines.Mallory's path into branding and design began with a simple, intuitive draw to the creative world. She highlights the complex dynamics of leading an in-house marketing team that must adhere to multiple sets of corporate rules—those for Kenmark itself, and those dictated by their licensed partners. Kenmark’s success, however, is rooted in an old-fashioned focus on the customer and product quality. Mallory explains that their customers—independent optical shops across the U.S. choose them because Kenmark offers a high-quality product and a one-stop shop portfolio of both licensed and house brands. This efficient approach, coupled with an "incredibly friendly and southern" customer service team, maximizes the limited time their clients have.Landon and Mallory touch on the tangible side of branding, covering how Kenmark uses promotional items to support its sales force. Mallory shares a story about one of their most effective giveaways: a flexible PD stick (pupillary distance ruler). This item, which opticians use daily, is a perfect example of tying the brand to a highly useful, repeated customer experience—a subtle, yet powerful, daily touchpoint. We also explore Kenmark's investment in 3D printing to rapidly prototype frames for their house brands, dramatically reducing the time it takes to move from design to production.Finally, they end by discussing the recent acquisition. Mallory sees this as a positive, strategic step where Kenmark's focus on independent opticians is complemented by ZyloWare's strength in retail, creating a "good fit" and a strong American eyewear company. The principles that guide Kenmark’s internal team remain the same for those building any brand: success starts with a deep understanding of the customer. Her advice for new marketers is to begin every project with a mood board that captures the customer’s visual interests and preferences, ensuring that all creative decisions speak directly to the audience.Chapters:00:00 Introduction to Kenmark Eyewear Acquisition02:46 Mallory Fagan's Journey into Branding and Design05:30 Understanding Kenmark Eyewear's Business Model08:25 The Role of 3D Printing in Eyewear Production11:08 Brand Building at Kenmark Eyewear14:08 Tools and Technology in Marketing17:03 Branded Clothing and Promotional Items19:48 Customer Relationships and Brand Loyalty22:41 Future Plans for Kenmark Eyewear25:20 Advice for Young MarketersResources:https://www.kenmarkeyewear.com/US/ Kenmark Eyewear LinkedInMallory Fagan LinkedIn

October 27, 2025Episode 1034 min

Scott Bruzek with Bruzek IQ

This month on The Brand Herald, Landon sits down with Scott Bruzek, the mind behind Bruzek IQ. They dive into why traditional business strategies often falter and how Bruzek IQ helps leaders move past fear to turn uncertainty into opportunity.Scott and Landon kick things off by exploring what it truly means for an organization to be resilient. Bruzek IQ doesn't deal in corporate platitudes; they’re in the business of measuring that resilience, offering a necessary gauge that many businesses are operating without. In a world where change is the only constant—or as Scott says, "Everything is a cycle"—he shares the mission of his firm: to help organizations stop merely surviving and start thriving by preparing for the inevitable future disruptions and focusing on business strategy.Moving to the heart of the matter, Scott offers a dose of old-fashioned wisdom: "Business is about people." He reminds us that effective leadership isn't just about spreadsheets and market share; it requires a genuine commitment to emotional intelligence and human connection. He highlights how first impressions matter and why being authentically human in professional relationships isn’t a soft skill—it’s the cornerstone of credibility and successful branding. This is where you learn why leaders need to focus on cultivating strong, future-ready teams.The conversation wraps up with Scott stressing that navigating the future requires continuous improvement and a strategic focus on leadership development. He challenges the notion that business success is purely transactional, arguing that building positive relationships ultimately enhances the bottom line. It’s a prime lesson in focusing on what truly matters, both professionally and personally, as he leaves us with a potent final thought on human relationships: "The world needs hope." Enjoy the episode!Chapters:00:00 Turning Uncertainty into Opportunity00:00 Developing Tools for Business Readiness00:16 Introduction to Scott Bruzek and Bruzek IQ06:56 The Mission of Bruzek IQ13:45 Understanding the Unique Approach of Bruzek IQ19:55 Branding and Its Importance in Business26:44 The Role of People in Business Success33:26 Final Thoughts on Leadership and RelationshipsResources:Scott Bruzek LinkedinLinkedIn (Bruzek IQ)https://bruzekiq.com/

September 29, 2025Episode 935 min

Rachel Major with Service Metal Products

This month on The Brand Herald, Landon sits down with Rachel Major, the HR Project Manager at Service Metal Products, for a conversation as unique as it is insightful. They dive into how Rachel’s background in government and intelligence has surprisingly prepared her for the world of HR and marketing.Landon and Rachel start with a humorous look at the pitfalls of AI, sharing a story about how ChatGPT inaccurately identified Rachel as the "president" of her company. This serves as a cautionary tale: while AI is a powerful tool, it's not a substitute for human nuance. Rachel shares how Service Metal, a third-generation family business and a leading B2B distributor of pipes, valves, and fittings (PVF), has built a company culture through a focus on internal branding. Their core values—“trust in every connection” and “easier and faster”—aren’t just slogans; they are woven into daily conversations and behaviors.Rachel highlights the vital role of branded clothing and promotional items in enhancing the employee experience. Rather than being just a uniform, these items are a way for employees to express their pride and commitment. The focus is on offering high-quality, desirable gear that employees want to wear, even on their own time. This strong culture also aids in recruitment efforts, as the company often fills positions by leveraging its existing team’s network. Landon and Rachel conclude with a discussion on the critical balance between transactional relationships and relational ones. Service Metal has mastered this by developing a proprietary e-commerce portal that makes transactions “easier and faster” while ensuring customers can always connect with a person when they need to. It's a prime example of using technology to enhance, not replace, human connection and trust. Enjoy!Chapters:00:00 Introduction and AI Misconceptions02:52 Transitioning from Government to Private Sector05:37 Understanding Service Metal Products08:30 The Importance of Internal Branding11:19 Company Values and Culture14:08 Navigating Industry Challenges16:54 Recruitment Strategies and Customer Acquisition19:49 The Role of Branded Clothing22:35 Balancing Transactional and Relational Business25:37 Conclusion and Future OutlookResources:Rachel Major LinkedInLinkedIn (Service Metal Products)https://servicemetal.net/

August 25, 2025Episode 836 min

Jordan Clemons with Greater Louisville Inc.

In this episode of The Brand Herald, Landon Wade chats with Jordan Clemons, Senior Director of Investor Development at Greater Louisville Inc. Their conversation explores the power of relationships and the importance of authentic personal branding. Jordan recounts his career path from a financial advisor to his current role at GLI, highlighting how building connections was crucial to his professional development. He explains that his journey was not about traditional business strategies, but about intentionally cultivating a network and being open to opportunities. They emphasize that successful personal branding is rooted in genuine communication. Jordan explains that his effective presence on LinkedIn comes from being an authentic person with a story to tell, rather than a corporate mouthpiece. He and Landon agree that for any organization to succeed, it must focus on building community through authentic storytelling. This human-centered approach creates a connection that is often missing from more traditional, impersonal marketing efforts. The episode also highlights the valuable resources and initiatives that GLI offers to the business community. Jordan discusses programs like the Live In Lou campaign and the City Champs training, which are designed to help newcomers and businesses connect and integrate into the city. He advises listeners to be willing to put themselves in uncomfortable situations and to trust that good things will happen if they are persistent. Enjoy!Chapters:00:00 The Power of Networking05:49 Building Relationships in a Big Small Town11:40 Transitioning Careers: From Financial Advisor to GLI18:13 Leveraging LinkedIn for Personal Branding19:01 The Journey Begins: From Financial Advisor to Networking Expert19:57 Harnessing LinkedIn: Strategies for Networking Success21:51 Authenticity in Branding: Connecting People and Businesses25:44 Building Community: The Role of Storytelling in Networking29:15 Maximizing Networking Opportunities: The GLI Experience31:43 Advice for the Next Generation: Embracing Uncertainty and ActionResources:Jordan Clemons LinkedInLinkedIn (Greater Louisville Inc)https://www.greaterlouisville.com/