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Scott Couvillon is the CEO and Executive Strategy Director of Trumpet in New Orleans. Trumpet is an advertising agency that builds Believable Brands®. They help companies align culture, customer experience, and anything that communicates with a unifying belief that permits organizations to live their purpose.

Scott is responsible for brand transformation, strategy development, and analytics at Trumpet. He has worked with leadership, marketing, and communications teams on global brands, local nonprofits, and everything in between.

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Here’s a glimpse of what you’ll learn:

  • Scott Couvillon talks about Trumpet’s services
  • Why ‘purposeful’ doesn’t always mean ‘nice’
  • How Trumpet helped Credit Human rebrand
  • Embedding your organization’s purpose into your internal culture
  • Why Trumpet focuses on the strategic and the creative rather than full service
  • Scott shares the research behind why purposeful companies are winning
  • Where your purpose journey begins
  • Scott talks about why Trumpet is not a niched agency

In this episode…

Today’s consumers want to trust that the companies they’re doing business with share their values — they want alignment on a more emotional level. That’s where being a purposeful company comes into play. Think Apple, Amazon, and these companies that are ‘killing it’ with their intentions. That’s because being purposeful doesn’t always mean altruistic.

So how does your company become purposeful? How do you embed your organization’s purpose into your culture across all departments? How do you make customers understand that they’re not getting duped?

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz, featuring Scott Couvillon, CEO and Executive Strategy Director of Trumpet. They discuss what it means to be a purposeful brand, why being purposeful does not always imply niceness, how to become a more purpose-driven company, and lots more. Stay tuned.

Resources Mentioned in this episode

Special Mentions:

Sponsor for this episode

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Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90xAtariEinstein BagelsMattelRx BarsYPOEOLending TreeFreshdesk, and many more.

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Rise25 Cofounders, Dr. Jeremy Weisz and John Corcoran, have been podcasting and advising about podcasting since 2008.


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Episode Transcript

Jeremy Weisz 0:19

Dr. Jeremy Weisz here, Founder of where I talk with inspirational entrepreneurs leaders, I am really excited about this episode we’re going to dig in deep and into some contrarian beliefs here, I think. And that’s why I’m so excited about this. And before I introduce today’s guest, this episode is brought to you by Rise25 at Rise25 we help businesses give to and connect their to their dream relationships. And we do that by helping you run your podcast. You know, Scott, for me, the number one thing in my life is relationships, I’m always looking at a way to give to my best relationships and profile the people and companies I admire and shout out from the rooftops other people can discover their thought leadership and what they’re doing. So I’ve been doing it for over 10 years, I would never stop doing it. Because I’ve formed amazing friendships, relationships, business, relationships, whatever it is going to vacations with people’s families, because of the people I’ve met. And maybe I’ll visit Scott in New Orleans, or he’ll come to Chicago, and we’ll hang out and have dinner. And so if you’ve thought about starting a podcast, I believe you should. If you have questions, go to or email us and we’re happy to answer any and all things that you have questions about today’s episode, I am excited. We have CEO Scott Couvillon on of Trumpet and they’re in New Orleans. And you know, it’s really interesting what Trumpet does. And I love the very simple slogan, they create believable brands. And they’re an advertising agency that builds believable brands that will companies align elements of culture, customer experience, anything that communicates with a unifying belief that permits organizations to live their purpose. And Scott, thanks for joining me.

Scott Couvillon 2:01

Now, good. Glad to be here.

Jeremy Weisz 2:02

I want to mention too, you’ve been doing this for a couple decades now. And so I love to hear your thought leadership on it. And I kind of want to just to start with you sharing a little bit about what the company does.

Scott Couvillon 2:18

Yeah, I mean, I wouldn’t say I’ve been doing exactly this for decades. But yeah, we’ve been definitely been in the business for a long time since kind of the mid 90s and bounced from, you know, very traditional small shops to very traditional large shops to more creative shops on the in New Orleans out on the west coast, mainly San Francisco area. Back home, but you know, kind of missed the pace that, you know, I got used to out on the west coast. So I think we were always trying to think beyond the market, always trying to think beyond, you know, the traditional stuff. And over the years, we have really narrowed in on a perspective that guides the agency for sure. I mean, we’re we’re betting our business that this perspective is smarter than the traditional advertising, you know, spray and pray model. So that’s what we’re doing. Yeah, and that the perspective is pretty simple. I mean, and you touched on it. Most companies live at the product level, you know, they’re clear on what it is they make or build or manufacturer and, and then they they go to market and they promote it 99 times out of 100. As consumers what we’re faced with every day when we’re getting advertised ad is the features and benefits and practical goodness of products and services that the manufacturers are making. And manufacturers aren’t just people that weld stuff and put bolts into holes, you know that you can live at the product level as a hospital, or you can be more purposeful you can live at the product level as a banker a destination or a resort or a leisure brand, or cruise or a shoe apparel grocery store. I mean, this is in every single category. There are players that are more purposeful than they are product centric. You know, those are the companies that we really look for, either because they are and they want to go further in that direction or because they aren’t and they want to begin transforming their enterprise from from being hyper practical to being slightly more emotional.

Jeremy Weisz 4:15

Scott’s interesting. We were talking before we hit record. You made a comment actually, last time we talked, which I thought was interesting, because we always picture this purposeful company being this always giving Tom shoes. And you made the statement purposeful doesn’t always have to mean nice. So I’d love for you to expand on what that is. And what are some examples of that? Because that’s just what I visualized.