By Brian Bauman
Marketing & Brand Strategy Leader
In a world overrun by noise, algorithmic shortcuts, and transactional marketing, the brands that break through aren’t just louder, they’re clearer, more culturally attuned, and rooted in real human connection.
That’s what I’ve built my career around: shaping and scaling brands that earn attention because they feel different, in the best possible way.
From Zero to Signal: The Conekt.ai Story
In the enterprise connectivity space, differentiation is tough. APIs sound the same. Product sheets blur together. But when I was brought in to help launch Conekt.ai, a Connectivity Management Platform built for telecom, IoT, and private 5G ecosystems, I knew we had an opportunity.
Not just to build a brand, but to build something the feels dare I say connected.
I started by asking: What if we made connectivity human again?
That insight became the foundation for Conekt’s go-to-market strategy. We repositioned the product around human-centric orchestration, a bold departure from the cold, legacy language of the category. I developed the brand identity, messaging architecture, and storytelling framework that now powers everything from the website to enterprise pitch decks.
We launched a new website grounded in narrative clarity and SEO performance. Built a modernized brand system. Introduced content pillars and social strategies to elevate thought leadership. And rolled out a modular PR plan built to help us secure partnership coverage across telecom and mobility sectors.
In less than six months, Conekt moved from stealth mode to market signal, earning attention from industry leaders, partners like Globalstar and XCOM, and enterprise clients who told us, “This doesn’t feel like any other telecom brand.”
Dogs, Community & Good Taste: The Good Boys Social Club Playbook
On the flip side of the spectrum, but with the same playbook of connection, I helped create Good Boys Social Club, a lifestyle brand and membership-based community for dog lovers.
Our goal was never just to sell hats or leashes. It was to build a brand that made people feel like they belonged. Where your style and your dog both mattered. A real life test of all my experiences but with my own skin in the game.
We led with identity: “A club for people who love dogs and have great taste.”
From there, I built the full stack:
Brand platform and voice
Shopify site and product pages
Local and digital events (like “Paddles & Pups” and “Canines & Cocktails”)
VIP list growth with Meta ads and landing pages
4x5 and 16:9 social campaigns optimized for consideration and conversion
We cultivated a community-first funnel. One that drove both engagement and revenue while experimenting with new models like paid membership tiers, affiliate partnerships, and location-based content.
Most importantly, we didn’t follow a template. We built something people wanted to talk about.
One Truth Across All Channels
Whether it’s a B2B infrastructure platform or a dog-forward lifestyle brand, one truth remains: great marketing isn’t about grabbing attention, it’s about earning it.
That means:
Telling stories with precision and point of view
Building systems that scale while staying human
And showing up consistently, across every touchpoint
This is the kind of work I love. And this is the kind of marketing I believe in.