Listen to Jessica Germain on Brand Intelligence
In this episode of the Brand Intelligence Podcast, host William Tyree speaks with Jessica Germain, VP of Marketing at My Code, about the company’s bold and award-winning rebrand.
Originally founded as H Code, a Hispanic-focused digital media platform, MyCode expanded its reach to include Black, AAPI, and LGBTQ audiences while adding new offerings such as research, a creative studio, and a robust creator network. But as consumer identity and cultural affinities grew more complex, the company recognized the need for a brand that reflected intersectionality and spoke to the full spectrum of modern culture.
Jessica shares how the rebrand positioned MyCode as a culture marketing platform that helps brands decode cultural shifts, develop authentic storytelling, and direct campaigns to the right communities. She explains why timing was critical, how the market was evolving, and what it takes to shift from demographic targeting to cultural connection.
This conversation highlights the strategic thinking, creativity, and market awareness behind a successful rebrand — and shows how MyCode is helping major brands like Sephora and the NFL connect with growth audiences in powerful new ways.
Learn more about My Code Media at https://mycodemedia.com/
Subscribe to the Brand Intelligence podcast on your favorite platforms:
Episode Transcript
William Tyree: Welcome to the Brand Intelligence Podcast, the show where we pull back the curtain on some of the world’s smartest brands. I’m your co-host William Tyree, and today we’ll look at an award-winning rebrand with eye-popping stats from a company called MyCode. Joining me is Jessica Germain, VP of Marketing at My Code. Welcome, Jessica.
Jessica Germain: Thank you.
William Tyree: It’s great to meet you. Before we get into your story, we like to ask every guest: if you were walking out to give a keynote speech about marketing, what would your theme song be, and why?
Jessica Germain: I love this question — though it did stump me at first. After some thought, I’d go with Public Service Announcement by Jay-Z. It’s about bold storytelling, cultural impact, and owning the narrative. With our rebrand, the line “allow me to reintroduce myself” really nails it. It perfectly sets the stage for how we’re thinking about rebranding the company.
William Tyree: Awesome. That is very on brand for you. And congratulations on winning the Brandie Award for Best Rebrand. Before we dive into the details, can you tell us a little about MyCode and what you do?
Jessica Germain: Absolutely. MyCode is a culture marketing platform that drives innovation across the communities we represent — from music and art to sports and entertainment. We help brands appeal to what we call growth audiences, which are the fastest-growing and most influential segments of the U.S. population.
We use a three-pronged approach we call Decode, Develop, and Direct. First, we decode cultural shifts through research and intelligence. Then, we develop authentic narratives through our storytelling platforms. Finally, we direct brands to the right communities through our media network.
William Tyree: And you’ve got some impressive customers — I know Sephora and the NFL have worked with you. Let’s talk about the rebrand. These things aren’t taken lightly. What was MyCode before, and why wasn’t it the best fit for you or your customers?
Jessica Germain: MyCode actually started many years ago as H Code, a Hispanic-based platform focused solely on digital media. At the time, if you wanted to buy Hispanic media, you’d go to Univision or Telemundo. We built a business around reaching Hispanics digitally, which made us a pioneer.
As we expanded, we applied that formula for success to other communities — including Black audiences, AAPI audiences, and LGBTQ communities. We wanted to cover the full multicultural space. We also broadened our offering with research capabilities, a studio, and a creator network.
The business grew both horizontally and vertically, but over time the market shifted. People began to see themselves as more than just their racial or ethnic identity. Brands wanted to connect with audiences in more complex ways. We needed a brand that reflected that intersectionality of culture — and that’s why we rebranded.
William Tyree: Sounds like you’ve been keeping a sharp eye on market needs while expanding your own capabilities. What was the moment where you said, “Okay, we have to start this now,” since rebranding is such a big undertaking?
Jessica Germain: Around 2024, we started noticing that identity was evolving and culture was becoming central to the language of marketers. As a company, we believe culture drives commerce, so we wanted to go beyond demographic targeting and offer a more effective way to reach modern consumers. That’s when we began internal conversations about the future of our brand and how to make it resonate for marketers, brands, and advertisers alike.
