Built by Locals, Made for the World: The Heart Behind the Dallas Rebrand — with Jennifer Walker

In this episode of Giant Stories, host John Kiker sits down with Jennifer Walker, Senior Vice President and Chief Marketing Officer at Visit Dallas, for an honest, insightful, and energizing look at how a bold brand transformation is reshaping how the world sees Dallas — and how Dallas sees itself. Jennifer and her team are on a mission: take Dallas from a city with strong name recognition but low tourism consideration and turn it into a top-tier global destination. This is more than a logo or a campaign — it’s a unifying story rooted in people, culture, innovation, and swagger. You’ll hear how Visit Dallas’ “Can-Do” brand was built from the inside out, beginning with robust community input, strategic storytelling, and a vision for long-term economic and emotional impact. From spotlighting local luminaries and telling good stories, to preparing for FIFA and shaping how international visitors experience Dallas, this episode is a must-listen for brand builders, city leaders, and anyone curious about how bold ideas can become intentional brand movements. Learn more about your ad choices. Visit podcastchoices.com/adchoices