Building Brand Fame That Shows Up in Culture: Sally Barton, Mondelez

“ Brand fame looks like a brand that is firmly embedded in culture and in the, the kind of framework of people's lives. It's something that shows up, very naturally. As somebody that works on, brands like Oreo and Ritz, I truly notice when they show up in song, in a TV show, in a movie, in a musical, they mention Oreos in the waitress musical. That's an an example of a brand that has been so firmly embedded in the culture of the world that it's just showing up naturally. ”

In this episode of What They Said, Sammy sits down with Sally Barton, Director of Marketing Growth Strategy at Mondelez, to explore what it really takes to build brand fame in modern marketing.

From iconic brands like Cadbury and Oreo to the role of culture, nostalgia and influencer marketing, this conversation dives into how brands move beyond visibility and become truly famous.

They discuss:

• The difference between brand awareness and brand fame
• Why brands need to participate in culture rather than chase it
• The power of emotional brand memory
• How global brands stay culturally relevant
• The role creators and influencers play in shaping brand relevance

If you’re interested in brand strategy, cultural marketing and the future of brand building, this episode is packed with insight.

Download the transcript