In the noisy world of B2B marketing, most brands are forgotten the moment after a prospect scrolls past their feed. Why? Because they’re focused on features, price, and parroting the same tired messages—without ever truly standing for something. Instead of building real connection and recognition, they blend into the crowd.

If your brand feels invisible, it might be because you’re missing the foundation: a clear vision, a unique vibe, and a real reason to exist. When you rely on marketing buzzwords or AI-generated fluff, you risk sounding like everyone else. And in the age of commoditization—especially with AI accelerating that trend—what makes you stand out isn’t tech. It’s your authentic intelligence.

In this episode, Bobby Gillespie, founder of Propr and author of Build Your Brand Like You Give a Sht*, shares how to build a brand that people actually remember. He breaks down how to use personality + IP (intellectual property) to differentiate, why brand is really about reputation, and how curiosity and lived experience can drive authentic growth. If you want to stop being forgettable and start being unmistakable, this conversation is your roadmap.