How do you build a brand in the digital age without falling for hype, gimmicks, or empty metrics?

In this episode of the Going Beyond the Deal podcast, host J. Michael Fischer Jr. sits down with Abe Kasbo, marketing strategist, entrepreneur, and author of the upcoming book Irresponsibly Digital, to unpack what’s really working in marketing today. With over two decades of experience leading successful campaigns and advising top-tier brands, Abe brings a rare blend of insight, candor, and hard-earned wisdom.

From his immigrant roots to leading a business built on clarity and strategy, Abe’s journey is rich with lessons in resilience, authenticity, and disciplined thinking. He shares how relying on instinct has often served him better than overthinking, why the American brand still holds unmatched global influence, and how marketers can stop “dropping bombs” and start asking smarter questions.

Whether you're a business owner, marketing leader, or someone who simply wants to make better decisions in a noisy world, this episode is packed with real talk and valuable perspective.

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Enjoy!

Key takeaways:

• Why strategic prioritization beats scattered, unfocused marketing efforts
• How Abe uses instinct and experience to guide high-stakes decisions
• What makes the American brand so globally powerful
• Why some marketing works—and some simply doesn’t
• The problem with “marketing bombs” and one-size-fits-all tactics
• How to be more self-critical without being self-destructive
• Why getting into the weeds is essential to truly serving your clients
• How Abe’s immigrant experience shaped his grit and perspective
• And much more…

Guest Bio:

Abe Kasbo is the Founder and CEO of Verasoni, a marketing communications advisory and agency serving Fortune 500, middle-market, and startup clients worldwide. He advises C-Suite executives on branding, communications, and public relations, and has been featured in major outlets including The New York Times, Forbes, and PBS. Abe is also the producer and director of the acclaimed PBS documentary The Arab Americans and the author of the upcoming book Irresponsibly Digital.

Resources:

Connect with Michael on LinkedIn

DBD Investment Bank

Irresponsibly Digital

Verasoni

Connect with Abe on LinkedIn

Disclaimer:

The views, information, or opinions expressed during this podcast are solely those of the individuals involved and do not necessarily represent those of Going Beyond the Deal podcast or its affiliates. The content provided is for informational and entertainment purposes only and is not intended to be a substitute for professional advice. We make no representations as to the accuracy, completeness, suitability, or validity of any information on this podcast and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. Listeners should consult with a...