Branders
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Words of Branders
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Quotes
Words of Branders Issue 15 | November, 2019
“Throughout history, visionaries have been male, and muses have been female. Genius does not have a gender."
Alina Wheeler
Author, consultant, speaker
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Branders Quotes Issue 15 | November, 2019
"Have a gender-inclusive work vision for the dual needs and build credibility within your network to empower your brand by practising Branding with V: Values, Voice and Visibility. Thus, state your unique business vision, raise your voice to smash the glass ceiling, and make it visible to influence and inspire the branding world with an inclusive and farsighted vision."
Vanessa Delclós
Marketing, communications and branding professional with experience in national and international environments.
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Branders Words of Branders
November - December 2019 ISSUE 15
Contributors
Alina Wheeler
Terri Goldstein
Author of Designing Brand Identity: an essential guide for the whole branding team, now in its fifth edition.
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Amanda Jackson
Kara Goldin
Founder of Jackdaw Design, an independent creative agency in London.
Founder and CEO of hint water, a delicious, unsweetened flavored water.
Astrid Manden-Benneker
Rocío Restaino
Branding strategist with a conscience. Looking for the right balance between people, planet and profit.
Head of Brand Strategy at Interbrand for the Southern Cone.
Audrey Arbeeny
Stephanie Helou
Founder/CEO of Audiobrain, a global leader in sonic branding. Music Supervisor for nine NBC Olympic Broadcasts and earned two Emmy awards.
Design and innovation strategist. Engagement Lead at Fjord.
Debbie Millman
Vanessa Delclós
Designer, Author, Illustrator, Educator, Brand Consultant, Host of the awardwinning podcast 'Design Matters'
Marketing, communications and branding professional, with experience in national and international environments.
Erika k
Carolina Gómez
Founder Uffindell Group & Member of Medinge Group. She is also a Director of The Global Centre for Conscious Leadership.
Business Development Director at Great Place to Work Canada.
| Editorial Committee
Cristian Saracco
Terri Goldstein
Luis F. Vergara
Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Brand Strategist, Founder at Branders Magazine. Marketing & Communications Specialist
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Table of contents 08 Editor’s Letter 10 Design Column Branding by Design
Branders
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12 TopBrand Top brands founded by powerful women 14 Infographic The power of women in business 16 Sustainability A feel-good trip to the recycle mall? 18 Branding Branding for the future
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20 Business Reflections of branding in a B2B world
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24 Branding Listen up! Sonic branding is sound business 26 Cover Kara Goldin Interview: Empowering women in branding 34 Women in Branding Amanda Jackson: Inspiring women in brand design 38 Women in Branding Debbie MIllman: And nevertheless, she persisted.
Cover Story
40 Women in Branding Rocío Restaino: To have a point of view and express it. 44 Brand Gadgets 45 Events 46 Profile Clayton Christensen
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Editor’s Letter
Diversity is the key driver of Innovation! Women in Leadership!
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hroughout my professional career, I’ve been fortunate enough to work with teams and in projects that encourage innovation. Having worked with a diverse workforce (with two females as my CEOs) and with people with different backgrounds and mindsets have been quite an enriching experience where my learning curve has never ceased to grow and where there have been enough space for creativity and freedom to structure your work how you feel is the best way to achieve the end goal! This is one of the things I learned early on in my career and that I always look when working on a new project. The concept of not being afraid of failure was taught by my parents and in particular by one of my first female mentors. She once told me while we were crafting a new service: “Carolina don’t be afraid to fail we try, we can test it and we’ll see what happens! What’s the worse that could happen? That we do not make a sale? But that’s alright! We can move onto the next idea! It’s all part of the learning process!” Ever since then, I have chosen opportunities that have been very challenging! I learned that I much rather fail than living under the shadow of my own potential! Making mistakes while innovating, trying a different approach, change the way we do things, having room for failure and where failure while innovating and when trying to improve the way we were doing things or create something new was not punished was one of the greatest experiences in my life while working in that amazing team led by a woman!
The beauty of having a diverse workforce that includes women in the decisionmaking process (especially in a male-dominated society) is that there’s space for creativity and innovation! We think different and thinking different is a key driver of innovation and innovation and is a critical component of being successful on a global scale and improving competitiveness! The truth is that there is abundant scientific evidence that diversity improves performance. So this is why it is so important now more than ever for women to have a larger role in innovation & leadership roles not only because it is just and fair, but even more importantly it would improve performance and would drive strategic change! Is your organization diverse enough? How many women leaders are in your organization? Do you have a leader or a mentor that encourages you and your peers to be creative? And do you think there’s enough space for you and your colleagues to share new ideas and suggest different ways to solve challenges? Let us know on social media and we’ll make sure to mention the best ones in our next issue! As a woman who comes from a diverse background and a different mindset I feel the responsibility in my role as a leader to have a real, tangible impact on people’s lives and actually empower more young women, people, to achieve great things, to be the catalyst for change and innovation and actually make a difference in the world! Enjoy this issue! #Thisisbranders
Editor in Chief : Luis Fernando Vergara, lvergara@vrandgroup.com Special editor invited: Carolina Gomez Advertising Director: Elizabeth Gomez, egme27@yahoo.com Design: Branders Media Group Cover photo by Robert Meares The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CAROLINA GÓMEZ
Business Development Director at Great Place to Work Canada @carolina28k
DIGITAL OFFICE United States +1 405 640 7391 | lvergara@vrandgroup.com Branders Magazine is published by Branders Group www.brandersmagazine.com
Branders
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Branders Words of Branders BRANDCOVER
Terri Goldstein | Packaging Expert
Branding. By Design For Women, By Women
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fter 25 years in advertising and branding, when I look at a store, I see more than shelves. I see a gallery—the collective work of countless designers. I see a battleground—every brand fighting for space and attention. I see shapes and colors and symbols that have mere seconds to work their magic. So, when a brand captures my attention, I know it’s doing something right. That’s what happened recently as I was shopping at my local Target and saw the Flamingo line of shaving products. Its packaging is minimal and sleek, using modern colors in soft lavender and pomegranate, combined with distinctive logotype— in short, it stands out in a tired category as fresh and innovative. Flamingo markets to women so well that it might surprise you to learn that it’s a registered trademark of men’s shaving brand Harry’s, which experienced atmospheric success after it was founded in March 2013. In fact, Harry’s was so successful at rebranding men’s razors in an approachable and relatable way that in September,
Edgewell, which owns legacy brand Schick, bought the company for $1.37 Billion. From the beginning, Harry’s wanted to develop a femalecentered brand. One of its chief officers told Adweek that it was “one of our most requested items since we launched.” So, Allie Melnick and Brittania Boey, two original Harry’s team members, were charged with bringing Flamingo to life with a mixture of thoughtful insights and eye-catching looks. Women often shave in the shower, so the handle had to be slip-proof. Women also tend to shave more areas of their bodies, so the blade had to be more adjustable. They also offer wax strips—another way some women chose to remove body hair. With two women at the helm, Flamingo approached the female shaving category
Today’s female consumer isn’t looking for pinks and purples, flowers and tiaras, they want authenticity.
and words), the colors are unique and modern, the logo is distinctive and memorable, and the brand has a storyline, a reason for being. Flamingo “embraces women’s natural bodies (bumps, dry skin, body hair, and all), dispelling the myth of ‘feminine perfection,’ creating a judgment-free space made for education and candid conversation.”
differently. “What we didn’t want to do is just slap something like pink coloring and call it a day,” Melnik said, echoing the idea that antiquated ways of appealing to women are just that— antiquated.
Consumers, particularly women, look for exactly these kinds of cues when making purchasing decisions. Investing in and empowering women isn’t just smart branding, it’s also smart business. Empirical research by Morgan Stanley’s Sustainable + Responsible Investment (SRI) and Global Quantitative Research groups showed that gender equitable teams have higher ROE than non-equitable teams.
Today’s female consumer isn’t looking for pinks and purples, flowers and tiara’s, they want authenticity— brands that understand them beyond traditional femininity. Getting it right can mean big returns. Women control over $20 trillion in worldwide spending. In most households, women are the primary shoppers—deciding what makes it into the cart and what stays on the shelf. As the retail landscape is changing along with female consumers, thoughtful branding can help you break away from the pack. See how Flamingo does it in every part of their design (colors, shapes, symbols
Empowering women in branding starts at the retail level but should travel to the very top. I think Flamingo’s success has everything to do with the women that lead it. This embodies my mantra “successful brands are about the people behind them” So hats off to Melnik and Boey and every woman in branding. If you think your brand should be featured in the next column, contact me at terri@tggsmart.com.
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