Marketing Outtakes with McGuffin Creative Group
Aug 17, 2026 · 37 min · 14 segments
"Finding Your Brand's North Star" with Lisa Nucci, CMO of Choose Chicago | Marketing Outtakes In this episode Chris, Chris and Lisa dig into how brand purpose and culture play a significant role in…
Lisa NucciGuestChris McGuireHost
Chris ScullesHost
you-You know, having brand purpose, like you kind of built it there at the Bulls.
Is that something you carry with you or, or are you seeking it out? Or you, are you going places and building it?
I don't know if it's by nature, but a lot of the roles that I've taken, it's there's something that's going on in the industry or within the brand or with competition that somehow that brand has lost its way or lost its relevancy, right? When I worked on Ulta, it was when, you know, you had brick-and-mortars like CVS-
Um, when I worked at the Bulls, it was like how are we generating the next level of fans when Michael Jordan's not coming through?
And so I'm always brought in to like create a marketing thing, but it's quickly not solved by marketing, right? Like any marketer would say, "I'm not gonna put a Band-Aid on this," and so it always, the research and the approach always ends up me backing out and being more of like a strategic partner to what is the long-term vision of this organization, getting stakeholders around that, and being like, "Uh-huh." And then I take that and I lead with marketing.
Because it was, I mean, it was kind of a punch back at the rest of the country, which is really which we kinda needed.
And, and, and having that brand purpose, instead of like doing the standard, "Hey, come eat our food, come, you know, see our skyline," like it, it has a little bit of an edge to it, which-
you-You know, having brand purpose, like you kind of built it there at the Bulls.
Is that something you carry with you or, or are you seeking it out? Or you, are you going places and building it?
I don't know if it's by nature, but a lot of the roles that I've taken, it's there's something that's going on in the industry or within the brand or with competition that somehow that brand has lost its way or lost its relevancy, right? When I worked on Ulta, it was when, you know, you had brick-and-mortars like CVS-
Um, when I worked at the Bulls, it was like how are we generating the next level of fans when Michael Jordan's not coming through?
And so I'm always brought in to like create a marketing thing, but it's quickly not solved by marketing, right? Like any marketer would say, "I'm not gonna put a Band-Aid on this," and so it always, the research and the approach always ends up me backing out and being more of like a strategic partner to what is the long-term vision of this organization, getting stakeholders around that, and being like, "Uh-huh." And then I take that and I lead with marketing.
Because it was, I mean, it was kind of a punch back at the rest of the country, which is really which we kinda needed.
And, and, and having that brand purpose, instead of like doing the standard, "Hey, come eat our food, come, you know, see our skyline," like it, it has a little bit of an edge to it, which-
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