How does an old stodgy bank start-up a new cool brand? Is a bank even allowed to build a cool brand? Is that a thing? It certainly is and Alexandra Nuth aka “The Nuth-inator” talks to the guys about how spinning the new Challenger Brand – Brightside – out of ATB happened. All of this cult branding goodness brought to you by Smashfly recruiting technology built for the talent life cycle. And big believers in building relationships with brands, not jobs.