In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:

• The evolution of FedEx's brand architecture and the challenges of integrating acquisitions
• Strategies for brand enablement and moving away from the "brand police" mentality
• The critical role of data in shaping brand strategies and decision-making
• Balancing global brand consistency with local market needs across 220 countries
• The importance of leadership support in driving major brand initiatives

Monica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.

This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.

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Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles⁠⁠. Monica shares her wealth of experience and offers valuable insights on:

• The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategy⁠
• Challenges and successes in maintaining brand consistency across a large, global organization⁠
• The importance of data-driven brand strategies and how FedEx leveraged customer insights⁠
• Navigating complex brand architecture decisions, including the integration of acquisitions⁠
• The role of leadership support in successful brand initiatives⁠
• Balancing global brand consistency with local market needs⁠
• The transition from brand policing to brand enablement⁠

⁠​

This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.

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Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.

Holly brings her wealth of experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of working in a technical B2B environment.

The conversation sets up Season 3's focus on honest, behind-the-scenes discussions with corporate brand leaders, starting with upcoming guest Monica Skipper, VP of Brand at FedEx. Expect raw conversations about brand building in an era of AI transformation, changing agency models, and the ongoing tension between brand storytelling and performance marketing.

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In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!

At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at the scene during the major merger of HP and Compaq, Engelina recounts the lessons she learned. She then gives an inside view of the rebranding of Flextronics to Flex, sharing the role she played, the challenges in the process, and the factors that contributed to their success. Tune in now to gain valuable insights from Engelina's wealth of experience as she unveils the essential elements that drive successful business pivots.

Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the brand and the role of culture to create a fascinating narrative in financial services. Tune in now!

Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!

In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice and opportunity to filmmakers from minority groups.

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