Ep. 549 | Chris Savage on Building Authentic B2B Brands in the Age of AI

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

Chris Savage joins the OnBase Podcast to share actionable insights on leveraging AI for brand building while staying true to authenticity. From his early days as a filmmaker to leading Wistia, Chris provides an engaging look into the evolution of brand strategies, the importance of creativity, and how leaders can guide their teams through this AI-driven transformation.

This episode explores everything from the risks of AI overhype to the timeless need for human connections in marketing. Whether you're a marketer, a leader, or AI-curious, this conversation will leave you equipped to build a stronger brand.

Key Takeaways

• Creativity Is a Numbers Game

Shipping quickly and iterating often fosters original connections, driving stronger, standout brand strategies.

• Why Brand Matters More Now

AI is increasing competition by lowering entry barriers; strong, authentic brands will be key differentiators in the long term.

• Authenticity Will Always Win

Consumers value honest, transparent engagement. AI tools are helpful, but real human interaction will always carry unmatched trust.

• Leadership in the AI Era

Leaders should immerse themselves in front-line experiences to better understand and guide AI's integration into their brand strategy.

• AI Enhancing Brand Strategy

AI doesn’t replace humans; it amplifies their ability to ideate, streamline processes, and drive focus on high-value tasks.

Quotes

“Authenticity will never go out of style. Consumers crave real interactions over AI-polished facades.”

Best Moments

[00:48] The Story Behind Wistia

Chris shares the origin of Wistia and how YouTube inspired his vision to create a better platform for businesses.

[06:04] Why Brand Is King

Chris explains how a strong brand is non-negotiable to survive in a competitive, AI-driven world where differentiation is key.

[08:53] Secrets of Team Creativity

Structured risks, frequent attempts, and clear constraints help teams become more creative.

[19:43] The Power of AI-Driven Prototyping

Leaders, like Chris, are now using AI to create product prototypes, drastically shortening decision-making timelines.

[26:19] Guidance for AI Integration

Chris dives into the dangers of over-promising AI capabilities and offers strategies for incorporating innovation while managing customer expectations.

Tech Recommendations

Superhuman Email – Described as “luxury email,” Superhuman excels with AI-supported workflows like auto-replies and enhanced filtering, helping users streamline interactions.

Wistia – Wistia’s video platform empowers authentic video production and management, a critical tool for building resilient brands.

Resource Recommendations

Books:

• Masters of Doom by David Kushner - How Two Guys Created an Empire and Transformed Pop Culture

Podcast:

• Acquired: A deep-dive podcast analyzing the histories of companies like Microsoft and Starbucks.
• Stratechery: Ben Thompson’s insight-driven take on big tech trends and their implications.

Shout-Outs

• Rand Fishkin - Co-founder of SparkToro & Snackbar Studio. Author of Lost & Founder.
• Chris Nolan - CEO, Chief Creative Officer, 90,000 FEET.

About the Guest

Chris Savage is the CEO and co-founder of Wistia, a platform dedicated to helping businesses leverage video for effective brand building. With a background in film and over a decade at the forefront of B2B technology and marketing, Chris is a visionary leader reimagining how brands can amplify their impact in a rapidly evolving world.

Website: www.wistia.com

Connect with Chris.