The Anti-Playbook for Modern Brand Builders
- Author
- Column Five
- Published
- Thu 10 Jul 2025
- Episode Link
- https://www.spreaker.com/episode/the-anti-playbook-for-modern-brand-builders--66897480
If your brand feels more like a dusty whitepaper than a bold statement, you're doing it wrong.
In this episode, we sit down with Emily Anne Epstein, the content lead behind Sigma’s rapid rise. Emily unpacks why every modern brand needs a POV that punches—and how to create a system where thought leadership isn’t just encouraged, but expected. She shares why content is the engine, not the accessory; how to weaponize data to justify bold creative bets; and what it really takes to stand out in a sea of same.
We also cover
In this episode, we sit down with Emily Anne Epstein, the content lead behind Sigma’s rapid rise. Emily unpacks why every modern brand needs a POV that punches—and how to create a system where thought leadership isn’t just encouraged, but expected. She shares why content is the engine, not the accessory; how to weaponize data to justify bold creative bets; and what it really takes to stand out in a sea of same.
We also cover
- Why purity tests for AI content are a dead-end distraction
- How Sigma uses attribution data to justify every content decision
- Why you don’t need a Head of Brand to have a killer brand
- The real secret to scaling thought leadership
- How to inject “punk rock” into your B2B tone without losing credibility
