How Brand Experience Works at LinkedIn

On Brand with Nick Westergaard

What makes a brand experience unforgettable? Laura Parkinson, Global Head of Brand Experience at LinkedIn, has created standout experiences at Apple, Google, and now LinkedIn. She leads the team behind the company’s most influential moments—online and in person—and knows how to turn bold ideas into connections that inspire and stick.

What You’ll Learn in This Episode

• Why the most iconic brands focus on making people feel something, not just showing up consistently
• How LinkedIn uses experiences as a marketing channel to launch products and connect with audiences
• What it takes to scale brand experience inside a large organization while keeping it authentic
• Why in-person and digital experiences need to work together for a seamless brand presence
• How cultural moments and team culture fuel creative, “magical” brand experiences

Episode Chapters

(00:00) Intro

(00:31) Laura’s path into brand experience from SXSW to Apple and Google

(02:00) Lessons from Apple on intuitive, human-centered experiences

(04:20) Making digital brands tangible through real-life experiences

(05:26) The role of brand experience at LinkedIn

(07:10) Scaling brand experience across a large organization

(10:23) Measuring success in brand experiences

(13:12) Designing consistent yet localized global experiences

(17:05) How AI is reshaping brand experiences

(21:18) Building teams that deliver magical experiences

(23:18) A brand that’s made Laura smile recently

(25:16) Where to connect with Laura

About Laura Parkinson

Laura Parkinson is the Global Head of Brand Experience at LinkedIn. She specializes in brand marketing events and experiences for global organizations across consumer products, retail, entertainment, technology, and SaaS. Laura brings bold visions to life through strategic thinking and deep operational expertise, having created and managed internal and external programs from concept to completion. She is passionate about building and supporting teams that imagine and deliver magical brand experiences that drive both market and mind share.

What Brand Has Made Laura Smile Recently?

The brand that’s made Laura smile recently is Build-A-Bear. Beyond its surging stock price, she admires how the company creates magical in-store experiences that resonate with everyone—from kids to adults. With plans to expand dozens of new locations, Build-A-Bear shows the power and value of real-life, experiential branding.

Resources & Links

• Connect with Laura on (surprise!) LinkedIn.

Listen & Support the Show

• Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
• Rate and review on Apple Podcasts and Spotify to help others find the show.
• Share this episode — email a friend or colleague this episode.
• Sign up for my free Story Strategies newsletter for branding and storytelling tips.

On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

Learn more about your ad choices. Visit megaphone.fm/adchoices