Behind The Brand
Stagione 1
di Moxie Creative
Takeaways Project 37 is creating safe, sober, all-ages live music spaces in Central Minnesota. B-Side Indie Music Cafe serves as both a nonprofit coffee shop and a community-centered music venue in downtown St. Cloud. Battle of the Bands helps raise funds, spotlight young musicians, and support the future growth of the local music scene. In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with John Schulte to talk about Project 37, B-Side Indie Music Cafe, and the power of building community through music. John shares his journey from hockey player to lifelong musician, drum instructor, and advocate for young artists in St. Cloud, Minnesota. The conversation explores how Project 37 began, why safe and sober all-ages music spaces matter, and how the organization built momentum by hosting shows throughout the community before opening B-Side. John also discusses the importance of giving teens and young musicians a place to perform, connect, and be part of something meaningful beyond a screen. Taylor, Kelly, and John also dive into Project 37’s annual Battle of the Bands fundraiser, which supports the organization’s mission and helps fund future improvements like a kitchen at B-Side. This episode is a powerful look at nonprofit leadership, local music advocacy, youth opportunity, and what it takes to create a thriving creative community in Central Minnesota. Key Topics Covered: John Schulte’s background in music and music education The mission and growth of Project 37 How B-Side Indie Music Cafe serves the St. Cloud community The value of safe, sober, all-ages music venues Supporting local artists with fair pay and better performance experiences Battle of the Bands and fundraising for future growth Building community through music, creativity, and connection Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways Tourism marketing supports far more than travel. It contributes to local business success and regional economic growth. Convention and Visitors Bureaus play a strategic role in attracting events, promoting community assets, and shaping destination perception. Strong storytelling and digital strategy help communities compete, grow, and create lasting engagement. In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Rachel Thompson, Executive Director of Visit Greater St. Cloud, to explore the broader impact of tourism marketing. The conversation unpacks what a Convention and Visitors Bureau actually does, how destination organizations support business and community growth, and why marketing strategy matters in building a region people want to visit, invest in, and experience. The episode also touches on the importance of digital presence, including the recent Visit Greater St. Cloud website redesign, and how storytelling shapes regional competitiveness. Key Topics Covered: Visit Greater St. Cloud and its role in the region What a Convention and Visitors Bureau does Tourism’s connection to economic growth Event attraction and regional promotion Supporting local businesses through destination marketing Website strategy for visitors and event planners Storytelling as a tool for community branding How digital marketing helps regions compete and grow Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways Brand awareness builds recognition and trust; lead generation drives action like calls, form fills, and bookings. Lead gen works best when your owned media is solid: brand clarity, website UX, social presence, and email marketing. Paid search (Google Ads/PPC) is a bidding system—strategy, keywords, and geography determine efficiency and cost per lead. Marketing gets lumped together, but Taylor and Kelly explain why that mindset causes frustration and wasted ad spend. In this episode, they break down how brand awareness and lead generation serve different roles, why your website must be conversion-ready before you pay to drive traffic, and how modern lead generation works through paid search, landing pages, and data-driven optimization. They also cover why business owners often don’t see their own ads, why you shouldn’t click your own campaigns, and how tightening geo targeting can improve lead quality and reduce budget without sacrificing results. Key Topics Covered: Brand awareness vs lead generation: what each is designed to do Owned media essentials: brand, website, social, email Website conversion blockers: confusing journeys and high-friction forms Landing pages and why they often outperform full websites for lead gen Paid search basics: keyword groups, bidding, and industry cost differences Using data to optimize: casting a wide net, then narrowing by location Directory listings and Google Business Profile consistency (NAP + credibility) Why “Googling yourself” doesn’t prove your ads are working Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways Rebranding a legacy business is as much about customer education as it is design. Leaving a franchise can unlock pricing freedom, product flexibility, and stronger customization. Start your rebrand early—there are always more details than you expect (signage, print, photos, vendor assets). Family businesses thrive when roles are clear and compromise is built into decision-making. Team culture matters: pay fairly, avoid micromanagement, and treat employees like people. Jake Neu joins Taylor and Mo to share the 25-year journey of what’s now Legacy Upfitters—from a spray-on bedliner shop to a full-service vehicle customization destination. Jake breaks down why the company chose to step away from a franchise brand, how they handled the rebrand rollout, and what surprised them most: the community’s strong support for a locally owned, independent identity. He also shares lessons on working with family, building a strong team, and why clear goals are the key to long-term growth. Key Topics Covered: Legacy Upfitters’ origin story and expansion beyond bedliners Why they outgrew their franchise model and what independence changed Rebranding challenges: customer perceptions, product assumptions, and communication The “hidden checklist” of a rebrand (signs, billboards, print, interior assets) Family business dynamics and decision-making with polar-opposite leadership styles Hiring, retention, and creating a culture that keeps great employees Rapid-fire advice: goals, respect, communication, and long-term relationships Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways Podcasting isn’t “too saturated”—your lived experience and stories are what make your show stand out. Most podcasts quit because creators underestimate the behind-the-scenes work; consistency is the real secret. Milestones matter: many shows drop off after episode 7, and reaching episode 20 often signals long-term success. A podcast builds trust before the sales call, helping prospects feel connected and confident in working with you. You don’t need a big studio—start with what you have, and consider a 10-min micro-podcast to build momentum. Podcast producer Abbey Graves returns to Behind the Brand to talk with Taylor from Moxie Creative about why podcasting is still a smart marketing move heading into 2026—especially for small businesses and local brands. They unpack the myth of “oversaturation,” the real reason most podcasts fail, and what it takes to create a sustainable show that supports your business goals. They also discuss how podcasting builds familiarity with prospective clients, why video matters for repurposing, and how even short-form “micro-podcasting” can be a powerful (and budget-friendly) place to start. Key Topics Covered: The current podcasting landscape and why adding video supports repurposing Why podcasts fail (and the behind-the-scenes work most people don’t expect) The episode 7 and episode 20 milestones for podcast consistency Podcasting as a marketing tool: social clips, blogs, newsletters, website SEO Using podcasting to build trust and connection with prospective clients Starting small: micro-podcasts and creating with whatever gear you have Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways You don’t need a linear path to build a successful business Diversifying income creates creative freedom Community is the foundation of sustainable entrepreneurship In this episode of Behind the Brand, hosts Taylor and Kelly sit down with Mary Bruno, the owner of Bruno Press, a letterpress and print studio known for its unique craft, storytelling, and community involvement. Mary shares her unconventional journey into entrepreneurship, detailing how she transformed her father's print shop into a thriving creative hub after his sudden passing. She discusses her ventures into greeting cards, print parties, workshops, and community building, shedding light on the challenges and triumphs of running a creative-based business. Mary's story highlights the importance of embracing one's true self, exploring diverse paths, and the critical role of community support in achieving business success. Chapters 00:00 Introduction to Mary Bruno's Journey 01:04 Meet the Hosts and Guest 01:49 Mary Bruno's Background and Early Career 03:12 Embracing the Craft of Printing 10:20 The Turning Point: Greeting Cards 15:38 Expanding Beyond Cards 17:37 Reflecting on Past Collaborations 18:04 Art Shows and Workshops 18:41 Diversifying the Business 20:01 The Impact of Print Parties 22:25 Financial Realities of Being an Artist 28:19 Community and Business Growth 32:41 Advice for Aspiring Entrepreneurs 34:03 Final Thoughts and Farewell Key Topics Covered: Turning personal loss into purpose Making a living as an artist Diversifying creative revenue streams Building community-driven brands Letting go of the “starving artist” mindset Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Takeaways Trends are tools, not rules — use what works, skip what doesn’t. Collaboration across design styles creates standout brand work. Bold typography, flash photography, and “perfectly imperfect” visuals are trending in 2026. Summary of the Episode In this episode of Behind the Brand, host Taylor chats with the full design team at Moxie Creative — Michael, Mo, Tyler, and Brittany — to unpack the creative trends that actually matter in 2026. From typography to AI pushback, from personal style to team collaboration, this candid roundtable reveals how designers think about what's relevant, not just what’s popular. The result is an honest, inspiring look into the minds behind the visuals. Key Topics Covered: How each designer at Moxie defines their style (or doesn’t) Why collaboration is the key to better branding What trends they’re seeing — and avoiding — in 2026 Using imperfection and nostalgia to stand out in an AI-saturated market The role of authenticity in design, photography, and video Real-world inspiration sources: Pinterest, Instagram, Behance, and more Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
Pre-Order Liz's book "Flowers Bloom Anyway": https://www.barnesandnoble.com/w/flowers-bloom-anyway-a-memoir-liz-fiedler-mergen/1148638651?ean=9781636989273 In this powerful episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with returning guest Liz Fiedler Mergen—entrepreneur, flower farmer, podcast host, and newly published author—to discuss what’s changed in her business and life since she first appeared on the show. Liz, the founder of Sunny Mary Meadow, shares how she scaled her brand from a flower cart to a multi-stream business that includes event space rentals, a retail floral shop, a wedding floral design service, and even a flower farm management app. She opens up about launching the Bloom Room, building her retail space The Pharmacy, and navigating zoning challenges—all while writing and releasing her memoir. Whether you’re a small business owner, a creative entrepreneur, or someone who dreams of turning your passion into a scalable business, this episode is packed with honest insights on brand growth, sustainable scaling, community connection, and building something meaningful from the ground up. Chapters 00:00 Welcome Back to Behind the Brand 00:36 Catching Up with Liz Fiedler Mergen 01:20 Reflecting on the Podcast Journey 02:36 Liz's Business Expansion 07:02 The Bloom Room and Event Space 10:08 Challenges and Community Impact 12:31 New Ventures and Future Plans 20:30 Launching the Farmers to Florist App 21:13 The Realities of Flower Farming 21:56 Pivoting the Podcast and Business 23:33 Developing a New Software Tool 28:25 Writing and Publishing a Memoir 42:48 Looking Ahead and Final Thoughts Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
New Year’s resolutions get a bad rap — and honestly, sometimes they deserve it. They’re often too big, too vague, and built on unrealistic expectations that disappear by February. In this episode of Behind the Brand, hosts Taylor and Kelly from Moxie Creative talk honestly about how they actually approach goal-setting inside a growing creative agency and why intention matters more than arbitrary dates. They dive into the difference between resolutions and real goals, discuss choosing a “word of the year” like efficiency and wellness, and explain how small systems can create massive improvements in both work and life. From meal planning and personal health to agency growth, budgeting, and team workflow, this episode is a behind-the-scenes look at what sustainable growth actually looks like. Taylor and Kelly also unpack how Moxie sets business goals, why financial targets are only one part of the picture, and how team goals often emerge organically through better systems, communication, and scheduling. They share honest stories about growing pains, losing a major client, adapting to change, and why progress — not perfection — is the real metric. If you’re a business owner, creative, or entrepreneur who feels burned out by traditional goal-setting culture, this episode will give you a refreshing, realistic framework for building momentum at any time of year, not just January. Perfect for: Small business owners, agency owners, creatives, solopreneurs, and anyone trying to grow a business without burning out. Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
In this episode of Behind the Brand, hosts Taylor and Isabella sit down with Peter Gillitzer one-third of the ownership team at Milk and Honey Cider. They explore the origins of the cidery, starting from a production facility in 2011 to becoming a beloved community hub and creative space in St. Joseph, Minnesota by 2017. The discussion covers their successful Summer Music series, how they manage to keep the business community-focused, and their commitment to innovative yet intentional brand growth. Peter also shares stories about the partnerships they've built, the evolving craft beverage market, and lessons learned along the way. The episode provides deep insights into balancing vision and customer needs, and the journey of building a brand that has become a regional favorite. Chapters 00:00 Introduction to Behind the Brand 00:44 Meet the Hosts and Guest 01:05 Peter Gillitzer's Journey with Milk and Honey 01:47 The Origins of Milk and Honey Cider 02:59 The Cidery and Its Community Impact 04:10 The Inspiration Behind Cider 06:59 The Founders' Backgrounds and Early Days 10:46 The Summer Music Series 14:06 Music and Venue Setup 14:27 Booking Artists and Riders 15:31 Challenges and Successes 16:38 Family-Friendly Events 17:31 Expanding the Orchard Experience 17:52 Trivia and Community Events 18:44 Comedy and Other Shows 19:29 Supporting Local Businesses 20:12 Weddings at the Orchard 21:36 Craft Beverage Industry Trends 25:03 Lessons and Advice 27:23 Conclusion and Thanks Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com