E164 - Changing Brand Perception with Kim Storin, CMO of Zoom
Published: May 19, 2026
Duration: 34:02
Zoom has incredibly high brand awareness. But that's actually part of the problem.
This week, Elena, Angela, and Rob sit down with Kim Storin, Chief Marketing and Communications Officer at Zoom, to dig into one of marketing's most counterintuitive challenges: too much awareness for the wrong thing. Kim shares how she diagnosed Zoom's perception problem, rebuilt the brand's health measurement from scratch, and launched a campaign strategy rooted in category thinking, humor, and hard data.
Topics covered:
[02:30] Mental availability vs. awareness [06:00] Reinventing brand health measurement to track new buying cohorts [08:30] "Brand to demand" and why Kim refuses...
This week, Elena, Angela, and Rob sit down with Kim Storin, Chief Marketing and Communications Officer at Zoom, to dig into one of marketing's most counterintuitive challenges: too much awareness for the wrong thing. Kim shares how she diagnosed Zoom's perception problem, rebuilt the brand's health measurement from scratch, and launched a campaign strategy rooted in category thinking, humor, and hard data.
Topics covered:
[02:30] Mental availability vs. awareness [06:00] Reinventing brand health measurement to track new buying cohorts [08:30] "Brand to demand" and why Kim refuses...