TOKY Launches New Podcast

In many organizations, the brand is often treated as a visual or verbal exercise — an identity, a message, a website.

But in our experience, the strongest brands aren’t just built on what you say. They’re built on the experience of working with you.

That’s the driving idea behind The Intangible Brand, a new podcast brought to you by TOKY and Cline (add link to cline). Hosted by Carl Winstead, Chief Experience Officer at Cline, and TOKY President, Jerry Genneria, the show explores the connection between employee experience (EX) and client experience (CX), and the hidden forces that make brands stick.

At TOKY, we work with organizations to clarify and communicate their brand. Increasingly, that work has revealed something important: visual identity and messaging are only part of the equation. What ultimately defines a brand is the experience clients and employees have every day — in meetings, during onboarding, and through the hundreds of small interactions that shape perception over time.

 

Experience is the brand.

That’s why we’re launching a show focused on uncovering how firms can shape those experiences with more clarity and intention.

 

Episode 1: Meet the Architect of Experience

To launch the podcast, we turn the spotlight on co-host Carl Winstead — a practicing architect who now leads client experience for an interdisciplinary architecture firm headquartered in Raleigh. His title, Chief Experience Officer, is still rare in AEC, but the role reflects a challenge that nearly every firm faces: how to deliver an experience that aligns with what the brand promises.

There’s an experience our clients are having that isn’t in the portfolio. And that’s what we have to get across. Especially with people who haven’t worked with us before.

Carl Winstead, Cline Design Associates

In this first episode, Carl shares how his background in architecture led him to focus on designing not just spaces, but the broader experience of working with (and within) a firm. He discusses the evolution of client expectations, the connection between internal culture and external brand, and why a well-designed experience creates more engaged teams and better work.

 

 

Explore The Show

Each episode of The Intangible Brand features a conversation with a leader thinking differently about brand and experience — across AEC, professional services, healthcare, hospitality, and beyond.

We’ll explore:

• Why internal culture and external perception are inseparable
• How client experience is shaped by more than just “the work”
• What it takes to design experiences that align with brand promise
• How beliefs and values shape behaviors and build long-term brand loyalty

 

It’s a show designed specifically for marketers, HR professionals, and organization leaders who are working to build brands that people are proud to work for and eager to work with.

We’re proud to share this new series with our community and excited to spark new conversations about the ways that employee experience and customer experience can help build your brand. For more information, visit theintangiblebrand.com. You can watch the latest episodes on YouTube or subscribe on Apple podcasts, Spotify, or your favorite podcast platform.

Want to create a more aligned experience for your brand — inside and out? Let’s talk.