How Brand is the Soul of a Company with Ari Yablok, Head of Brand, Island

In this episode of Straight to Voicemail, host Amanda Smith connects with Ari Yablok, Head of Brand at Island, to pick his brain on the deeper meaning of brand-building. 

From the beginning stages of building Island’s identity to focusing content on productivity and enablement, Ari reveals how brand strategy and content work hand-in-hand to shape a company's narrative and differentiate it in a competitive market.

In this conversation, you’ll hear about:

• Ari’s take on how brand is the “soul” of a company
• The connection between brand strategy and content creation
• Why content must go beyond generic conversations to make a real impact
• How Island’s content strategy focuses on productivity over traditional cybersecurity

Jump into the conversation:
 (00:00) Meet Ari Yablok
 (01:12) The soul of a brand and its core identity
 (02:49) How brand strategy drives content choices
 (03:34) Differentiating Island’s voice in the cybersecurity space
 (04:38) Ari’s advice on aligning brand and content strategy