The Metamorphosis Moment
Strong brands don’t just happen. They’re built.
The best brands don’t win because they have the loudest ads or the biggest budgets. They win because their leaders get it. They know that branding isn’t just about logos and taglines, it’s about alignment, leadership, and trust.
That’s what ‘The Metamorphosis Moment’ is all about. This series examines the subtle strategic shifts that transform good brands into great ones, led by the leaders who shape that evolution.
At Noetic, we help marketing and organisational leaders bridge the gap between brand strategy and brand execution. We equip them with the tools, insights, and training to build brands that not only stand out but also stand the test of time.
The Metamorphosis Moment
Leading Brand Evolution at Legacy Institutions with Kevin Nuss
In this episode of The Metamorphosis Moment, host Nancie McDonnell Ruder sits down with Kevin Nuss, Director of Marketing and Communications at the Santa Barbara Zoo.
Kevin stepped into his role in 2021, bringing with him a fresh perspective from his work on blockbuster entertainment campaigns like Disney on Ice and Monster Jam. His challenge? To help a beloved, 60-year-old community landmark evolve for a new era without losing the emotional bond generations of guests have with it.
He reveals how he led the zoo through the critical post-pandemic recovery period; tackling staffing gaps, operational setbacks and the return of big-ticket competitors - all while keeping trust at the center of every decision. He explains why direct, transparent communication with frustrated guests was key to reinforcing the zoo’s values and maintaining loyalty during times of change.
The conversation also explores the zoo’s transformation from a traditional attraction to an immersive, conservation-focused experience. Kevin highlights new offerings like the Ranger Station and Conservation Hub, hands-on spaces where visitors can actively participate in protecting wildlife. The zoo’s evolution shows how cultural institutions can modernize their mission while staying rooted in what makes them special to their communities.