With over 17 years of experience in sales and marketing, Chase Campbell, Director, Brand & Marketing Strategy, brings a keen understanding of driving brand awareness, sales growth, and customer loyalty to his role. His expertise goes beyond developing marketing strategies. He is passionate about coaching and nurturing talent to build high-performing teams and consistently seeks innovative ways to streamline and optimize business processes. In this Q&A, Chase talks branding, shares insights on cultivating good habits, and offers a sneak peek into some exciting upcoming projects.
What three words describe Republic Services’ brand best?
If I had to describe our brand in three words, I would choose:
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- Blue: We’ve really made the color blue our calling card, and for good reason. Blue represents trust, reliability, stability, and safety. Customers see our Republic Services blue, and they know exactly what they’re getting: a team they can count on.
- Sustainability: It’s not just a goal—it’s our daily mission. We don’t just talk about environmental stewardship, we take concrete actions every day to protect our planet. Our commitment to creating a more sustainable world is visible in every aspect of our brand and operations.
- People-focused: Our brand radiates a dual focus: exceptional customer service and a deep investment in the communities we serve. We’re not just a service provider; we’re a caring neighbor and active community partner.
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What is it about Republic’s marketing team that makes it so strong?
I would say our marketing team’s strength stems from several key factors:
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- Diverse expertise: We have a powerful blend of creative, analytical, technical, and strategic thinkers, each bringing unique perspectives to our work.
- Collaborative culture: Our team thrives on open dialogue and idea-sharing, fostering innovation and problem-solving.
- Adaptability: In the fast-paced world of marketing, we excel at reinventing strategies and raising the bar consistently.
- Customer-centric approach: We prioritize understanding and addressing our target audience’s needs, ensuring our efforts resonate with them.
- Brand consistency: We maintain cohesive branding, messaging, and creative elements across all business areas, which significantly elevates our brand’s impact.
- Strong leadership: Our leaders inspire and guide the team, driving us towards our goals while nurturing individual talents.
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This combination of skills, positive culture, and strategy allows us to tackle challenges effectively and deliver outstanding results to meet the growing demands of our business.
What new projects are you looking forward to in 2025?
As I look ahead, several exciting projects stand out:
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- Wasteco and ACT Integration: We’re excited for the rebranding and integration of Wasteco and ACT into the Republic Services family. This comprehensive project involves updating facilities, fleet, containers, uniforms, and collateral for operations, sales and marketing to align with our brand. It’s an opportunity to welcome our new colleagues and strengthen our market presence.
- Brand Center Evolution: We have ambitious plans to enhance Brand Center even further throughout 2025. This includes launching new user features and products, reimagining and reinventing some old favorites, and implementing strategic improvements to support our expanding business operations. These updates will empower our teams to maintain brand consistency and efficiency across our growing organization.
- Growing Our Sustainability Platform: We’re dedicated to reinforcing our position as sustainability leaders, focusing on circularity and decarbonization across all our marketing and communications channels. We leverage data-driven storytelling to demonstrate the real-world impact of our teams. This approach helps us position Republic Services as the environmental services leader and the go-to resource for sustainable solutions.
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What’s your most important good habit or routine?
I’m all about making life simpler and less stressful. I try to automate what I can. For example, I prepare my meals for the week on Sundays. This saves me time and hassle during busy weekdays.
Additionally, physical fitness is a key part of how I take care of my mental health and manage stress. I really like rucking (walking with a weighted vest or backpack) and lifting weights. These activities help me blow off steam. I like working out in the evening, as it helps me sort through what happened during the day and plan for tomorrow. These habits help me operate at my best.
What are some of your favorite brands?
A few favorites I really admire are:
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- Apple: Apple nails it with their ‘less is more’ approach. Their sleek designs and clear messaging make their products a breeze to understand and use. They’ve built this cool, innovative vibe that really clicks with their fans. And let’s face it, when Apple’s about to drop a new product, it feels like the whole tech world holds its breath. They’ve mastered the art of building hype and delivering on it.
- Kleenex: The most powerful brands become part of our everyday language. Think about it: when was the last time you asked for a ’tissue’ instead of a ‘Kleenex’? That’s branding gold right there. Kleenex has basically moved into our brains rent free, replacing the generic term with their brand name. It’s this kind of mental real estate that separates iconic brands from the pack.
- Liquid Death: Liquid Death turned water into punk rock. They ditched the whole ‘pure spring’ vibe and went edgy, funny, and provocative. With a name that sounds more metal band than H2O and packaging to match, they made water cool for young folks. It’s not just something you should drink; it’s something you want to be seen drinking. This rebel approach has skyrocketed them to become one of the fastest-growing water brands out there.
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