Joe Cohen joined Axis in September 2016 as its CCO. Marketing was added to his purview in 2020. In that decade, Cohen has become one of the industry’s foremost authorities on not only managing risk, but avoiding it when possible. He knows how to construct marketing and brand campaigns that project strength and reliability without sounding overly alarmist about macro risks. His brands current “25 Years of Specialty Solutions, Elevated” initiative is proof of that. He understands that some of the biggest risks brands face are internal and operational. He and his team think about risk when it comes to everything from experimentation to philanthropy to even your choice of music for various projects. And he generously gives of his time and expertise to spotlight all of this and more during this podcast.
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