Called to Action
How to build brand authority in a saturated market with Leah Ryder
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Brand marketing is making its highly anticipated comeback. In this episode of Called To Action, VP of Marketing at Outshift by Cisco, Leah Ryder, joins us to reveal how to construct undeniable brand authority and build category-defining campaigns in today's crowded B2B market. If you’re struggling to prove the ROI of brand marketing within your company or are currently in the process of a rebrand at your company, Leah, Janet, and Tucker share the real data and actionable frameworks in this episode on: 📊 New 2026 data shows brand awareness campaigns are now delivering the highest marketing ROI for companies 🤝 How to effectively build trust with the 95% of your future buyers 🔬 The anatomy of a successful rebrand, featuring behind-the-scenes secrets from Trello’s integration into the Atlassian portfolio and the creation & rebrand for Outshift by Cisco ⚙️ How Outshift uses rapid AI-augmented A/B testing and approaches category creation (like the "Internet of Agents") 📣 Why supplementing traditional brand ads with employee-driven thought leadership skyrockets engagement, reach, and brand authority Watch the full episode to discover actionable frameworks for creating and scaling your brand—whether you are a budding startup or working within a massive enterprise. And stick around until the end to hear our hosts and guest share three specific "calls to action" you can implement immediately to transform your brand's foundation, messaging, and thought leadership strategy. ———— Leah Ryder is a seasoned brand builder and content marketing strategist who currently serves as the VP Head of Marketing at OutShift by Cisco. Leah is the creative force behind the OutShift name itself and has built the brand's comprehensive marketing engine—including its category creation strategy, website, blog, and social channels—entirely from the ground up. Prior to her role at Cisco, Leah spent eight years at Trello, guiding the brand from its startup days through its acquisition by Atlassian. During her tenure, she eventually became the Head of Marketing, where she led the full marketing strategy and spearheaded Trello's post-acquisition rebrand to integrate it into the Atlassian portfolio while maintaining its beloved identity. Throughout her career, which also includes freelance brand-building for smaller companies, Leah has championed a strategy that prioritizes authentic messaging and deep alignment with a company's core mission, vision, and culture. She approaches brand building like a "detective," uncovering the true ethos of a team and their products to create compelling, human-centric narratives that resonate across both scrappy startups and massive enterprise environments.
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