Brand Soul > Super Bowl Shine | Exclusive Drop Ep. 41 w/ Steve Biegel (Dreamboat Group)
Award-winning strategist Steve Biegel shows why purpose outperforms spectacle - and how to use Think > Say > Do to win beyond Super Bowl weekend.
This exclusive drop lands the Friday before the Super Bowl and the opening of the Winter Olympics - for a reason. Steve Biegel (Dreamboat Group; ex-Ogilvy) unpacks how purpose beats spectacle, when celebrity helps instead of hurts, and why Think > Say > Do is the simplest path to tribes that buy for years, not days.
We cover
- Using tent-pole moments without faking it
- The right and wrong way to deploy celebrity
- A practical definition of purpose in 2026
- The protest-ad fiasco vs. AmEx + Jerry Seinfeld
- What Bernbach/Ogilvy/Reeves would do with TikTok & AI
- Where the first dollar of a $10M brand budget should go
Chapters
00:00 Cold open - the problem with glitter & spectacle
00:44 Purpose & the soul of a brand
01:29 Long-term relationships > short-term metrics
05:55 Super Bowl celebs: attention vs. value
07:17 Case that worked: AmEx x Seinfeld
08:47 Case that flopped: protest-ad fiasco
10:41 The Think > Say > Do framework
13:47 What the winners do in the next decade
16:21 If I had $10M…where the first dollar goes
18:47 Reframing a conservative category around smart risk
20:23 What the legends would say about TikTok & AI
22:34 Where to find Steve + his book
23:11 Close: “Purpose burns long.”
Links
Steve Biegel - Dreamboat Group: thedreamboatgroup.com
Steve: stevebiegel.com • LinkedIn: https://www.linkedin.com/in/steve-biegel-1b03503/
Host: Adam W. Barney - Transition Leadership Foundation Call (20 min) → https://calendly.com/adamwbarney/foundation-call-20min
Creators and Guests
Host
Adam W. Barney
Adam W. Barney helps transitioning leaders navigate career and leadership inflection points with clarity and momentum. Author of Make Your Own Glass Half Full and creator of EnergyOS. Based in Boston, fueled by family and music.
