Student Voices | Chris Kocek, CEO and Founder of Gallant Branding, Shares Industry Expertise and Career Wisdom with Students
Graduate | Mar 03, 2025 | Gabelli School of Business
On February 12, students and faculty members gathered for an insightful presentation by Gallant Branding Founder and CEO, Chris Kocek, which explored the nuanced process of developing brand insights. The discussion, titled “From Uh-huh to Aha! Counterintuitive Techniques for Building Insights,” provided attendees with valuable perspectives on strategic brand development and the art of constructing meaningful insights.
In his presentation, Kocek shared his unique career journey, which included diverse professional experiences that ranged from working as a radio DJ and documentary filmmaker to serving as a brand ambassador for Nivea and Bushmill Irish Whiskey, in addition to taking on the duties of a national park ranger with AmeriCorps. His career began at BBDO in strategic planning, a role he attributes to two key factors—cultivating valuable professional connections and crafting a personalized cover letter that distinguished him from typical applicants.
As the author of “The Practical Pocket Guide to Account Planning” and creator of the podcast “Any Insights Yet?” Kocek has developed a structured approach to understanding and developing brand insights. He outlined his comprehensive framework defining what truly constitutes an insight, distinguishing it from surface-level observations. According to Kocek, effective insights must: inspire concrete action, offer a non-obvious perspective that reframes challenges, remain simple to explain through clear language, incorporate relevant data and observations, provide a distinct brand advantage, connect to universal human experiences, and ––when possible–address cultural tensions.
A significant evolution in Kocek’s professional thinking emerged during his presentation—the shift from viewing insights as entities to be “discovered” to understanding them as constructions that marketers deliberately “build.” This philosophical transition represents a deeper appreciation for the creative and analytical processes behind effective brand strategy.
The presentation extended beyond theoretical frameworks to practical applications through diverse case studies. Kocek examined unconventional marketing strategies that have disrupted traditional approaches, showcasing how brands have harnessed cultural dynamics and consumer behaviors to forge meaningful connections. His global perspective emphasized that while fundamental marketing principles transcend borders, effective execution requires cultural awareness and contextual sensitivity.
Kocek provided practical advice for students who are interested in careers in advertising and marketing. He encouraged them to study the techniques of skilled storytellers and apply those methods to their own professional communication. Kocek emphasized that success in advertising requires the courage to share distinctive viewpoints, highlighting that diverse perspectives lead to more well-rounded strategic solutions. He advocated for embracing critical feedback, suggesting that challenges to one’s ideas strengthen insights when approached collaboratively.
Throughout the session, Kocek shared exclusive industry insights not found in his published works, creating a unique learning opportunity. His engaging presentation style and industry expertise transformed what might have been a standard marketing lecture into an inspiring discussion on the science and artistry of insight development.
Kocek concluded by stressing that effective marketing transcends promoting products; it involves conveying ideas, sparking emotions, and establishing cultural relevance. His presentation equipped attendees with a deeper understanding of insight development and offered new strategies for tackling marketing challenges in today’s complex media landscape.
Written by: Sydney Champagne, M.S. in Marketing Intelligence ‘25
