Words of Branders
2 BRANDERS MAGAZINE • 2019
Branders
BRANDERS MAGAZINE • 2019 3
Contributors Barbara Monahan Brand strategist and designer at CUBE Design, Dublin, Ireland..
Bill Kenney Partner & CEO at Focus Lab
Patricia Grima Strategy consultant at Comuniza
Cover | Flavilla Fongang
Ricardo Domingo
Founder at 3 Colours Rule. Award-winning serial entrepreneur, an international and multilingual keynote speaker
Strategy consultant at Comuniza Future London Academy Executive School for Creatives
Steven Picanza Co-Founder and Chief Strategist Officer at Latin & Code.
Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design
Cristián Saracco Founding Partner Allegro 234. CMO zenziya. President aebrand Fernando Rodriguez CEO and Chief Creative Officer at Mente Elástica
Terri Goldstein Founder & CEO at The Goldstein Group.
Stock photos credits: Frepik.es Pexels.com Unsplash.com www.brandersmagazine.com The contents of this publication are exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS BR AN D E RS M AGA Z I N E - I S S U E 2 5 | F E B R UA RY 2 0 2 2
14 REBRANDING
24
BRANDING BY DESIGN
16
DATA
10
COVER
26
8 Female leaders o the pack
The value of clear leadership when navigating a rebrand
Redefining the norms as a leader for change
BRANDING
Branding Will Drive the Leadership of the Future
12 BRANDING
Brand measurement: challenges and approaches
BRANDING
22 BUSINESS
Want to become an iconic business leader? Start here
The call for new leadership
28 BRANDGADGETS
How to lead your team to create award-winning brand work
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[D ]A TEAD I T O R ’ S L E T T E R
Luis F. Vergara Founder at Branders Magazine. Brand Strategist, Marketing & Communications Specialist
@brandersmagazine
What is your Leadership Brand, and why matter?
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ehind amazing brands are usually amazing inspiring leaders with wellthought leadership brand strategies. The way these leaders approach their talent and manage their teams, as well as their business model and brand strategy, would most definitely make them very different from the rest. More importantly, the way they connect with their audience and their efforts to understand customer expectations and keep ahead of the competition in terms of innovation and by leveraging technology and building an inspiring value proposition that is superior to competition makes them authentic brand leaders and change-makers! Your brand personality reflects your brand values, your priorities as a brand, what you stand for, the services or promises you deliver to your customers, and how you go about delivering them. Your leadership brand is how your brand plays out in the social process of leadership. In other words, it’s how you interact with others stakeholders to produce results. Your brand leadership your company aspire to should guide your team practices into the future. It’s all about who you are and who you want to be! And how you want to inspire others to follow suit! According to Management Study Guide, incredible Brands (market leaders within their industries) in terms of the impact they have on their collaborators and among their communities have one thing in common: “These organizations pursue customer service, product innovation as the key drivers to their value proposition to their customers”. They are truly committed to driving that culture. “These leaders thrive on focusing and excelling in their chosen field. When it comes to their customers and stakeholders, they leave no stone unturned to ensure that their value proposition is consistently superior leaving the customers and their communities no choice but to allege their loyalty wholeheartedly”. In summary, these brands encourage their teams and challenge their market to take risks, be creative and make a difference that benefits all.
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Your brand leadership shows not only what you deliver but also how you deliver it and should be an authentic representation of what you aspire your company to become. “I believe technology has the power to make a big impact and I wanted to work with individuals and companies who aren’t afraid to improve the world” ~ Flavilla Fongang A powerful leadership brand can boost your ability to achieve your company goals. As your brand grows and becomes more respected and appreciated for your leadership contributions, your brand will gain more opportunity and experience, which then reinforces the brand that supports your aspirations. Your brand leadership reflects not only the work you get done but how you interact with and relate to others stakeholders (not only your market). Do you have a commitment with your collaborators, with your customers, with your community? The way you engage in the social process of leadership helps you to execute or scale work and creates a leading brand with n unique value and a great impact that others will likely remember and talk about. Managing your brand leadership is a powerful way to be an authentic catalyst leader. And lastly, brand leaders must ensure that everyone in their teams is properly aligned with the brand values and with the right mindset and belief. The entire company and its multiple and cross-functional operations and activities should be channelled towards this goal. In this edition, we learn how to lead by example and create amazing brands that spark inspiration and drive true change! We are happy to announce our fresh new edition “Branding & Leadership” with Flavilla Fongang, MD, Brand Strategist, Author, International Keynote Speaker, BBC Brand Advisor, Founder of TLA - Black Women in Tech & Tech Brains Talk Podcast Host. We also have an amazing group of contributors including Bill Kenney, Steven Picanza, Cristián Saracco, Ava Hakim, among others! We are excited about this edition! We hope you enjoy it! Let us know your thoughts!
THIS IS BRANDERS
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Flavilla Fongang
Award-winning serial entrepreneur, an international and multilingual keynote speaker (English & French). She is a neuroscience brand expert covering strategy, design, marketing and customer experience.
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Branders
BRANDING BY DESIGN
Terri Goldstein | Packaging Expert
Branding. By Design Female Leaders of the Pack
A
s the book Women Who Run With the Wolves says, “A healthy woman is much like a wolf: robust, chock-full, strong life force, life-giving, territorially aware, inventive, loyal, roving.” As we approach International Women’s Day on March 8th, I choose to honor a new breed of women in brand leadership – women doing it their way. Although the glass ceiling has historically prevented women from rising completely to the top, today, female leadership is making great strides as we enter the C-suite (25% women) and gain a seat at the board table (30% women). For some women in branding, achieving equality has been no easy feat. Former Hint CEO Kara Goldin remembers how she was turned down by multiple large beverage corporations before launching her fruit-infused water brand. She says that ultimately the key to success was to find people who “got it,” and that those people grew into her loyal consumer base and the source of the majority of her
capital. Goldin exemplifies brand leadership through resilience.
A new breed of women in brand leadership has emerged— women doing it their way. Women are also leading the branding industry by way of innovation. In 1998, entrepreneur Sara Blakely started cutting the feet off of her tights to achieve a smoother appearance under tailored garments. By 2000, Blakely had brought her idea to a manufacturer and conceived a prototype for Spanx – now a 1.2 billion dollar empire with products that are dear to women worldwide. A newer brand pioneer who has carved out a new category in a world fraught with gloom and doom is Shannon Goldberg, founder and Chief Zero Waste Officer of the beauty brand Izzy. Goldberg
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is a new, rare, accomplished breed of leader in the zero waste sustainable beauty movement—Izzy is the first completely sustainable, certified zero waste DTC beauty brand. Goldberg says that a key part of her carbon neutral initiative is to inspire a brighter future for her daughter, and to create a world where women can do the right thing and look beautiful while doing it! Often brand leadership is fueled by a personal mission—a desire to leave the world a better place than it is today. Anna Maxwell, the trailblazer of Rx-to-OTC Switch, exemplifies this kind of personal initiative. She founded her company Maxwellia in 2013 with an initiative to convert traditionally prescription medicines to OTCs. Fast-forward to 2022 and Maxwellia is one of the first companies in the world to launch a DTC contraceptive pill; the progesterone-only Lovima is now available to purchase without a doctor’s prescription. By providing
Clean. Cruelty-free. Endlessly Refillable: Izzy cosmetics is paving the way for sustainable women-led brands.
women easier access to contraception and other medicines, Maxwell is leading the initiative to encourage women to take control of their health and wellness. These brand leaders are guiding the industry by integrating themes of innovation, perseverance, and empowerment. I am excited to see what these fabulous leaders and all the other fearless women in this industry have in store for the future. If you think your brand should be featured in the next column, contact me at terri@goldsteingroupbranding .com
BRANDERS MAGAZINE • 2022 1
“Quotes”
Issue 25 | Feb 2022
“In a world accelerated by technological dizziness, leadership in branding is key for the development of authentic and relevant brands.” Fernando Rodríguez
CEO & Brand Consultant at Mente Elástica™
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