Dec 4, 2018 soniakinsley
Sophia Bendz (EIR at Atomico, first CMO of Spotify), Arnd Mueller (VP of Marketing at Lilium), Natasha Lytton (CMO at Seedcamp) and Babba C Rivera (Founder & CEO of ByBabba) took the stage to discuss the process of brand creation.
Sophia Bendz – Partner at Atomico
Before we go into the details, let’s have a look at Sophia’s background: Sophia is an Executive in Residence at Atomico and in her role she advises founders on communications and marketing strategy and helps in scaling their brand. Sophia comes from a very interesting background – for many years she was the Global Marketing Director at Spotify where she built a strong consumer brand from scratch.
Today, there is a huge, international marketing team taking care of the marketing campaigns at Spotify. However, it hasn’t always been like this. As a matter of fact, when Sophia first joined the company, she was the only person making all the marketing and strategy decisions. The company didn’t enjoy a big budget for marketing and she had to think how to innovate and create brand awareness. She ended up focusing most of her efforts on the content and shifting the corporate’s vision from being product-oriented to being brand-oriented. That made the difference.
Arnd Mueller – VP of Marketing at Liliu
Arnd Mueller is an experienced brand development and digital transformation expert for leading global brands like The Walt Disney Company, Esprit Group and many more. Arnd has played a central role in the development and implementation of commercial growth strategies in Europe and the US, as well as executing innovative brand strategies and building creative concepts.
Arnd believes that branding should be done since day 1. But before you do that, you need to be able to understand your customers’ needs. Your product and services need to have some kind of added value over your competitors. If that’s not the case, then there is no reason to even start with branding. It’s all about the customers, and the ability to make them believe in you, in your product and in your brand.
Natasha Lytton – CMO at Seedcamp
Natasha Lytton is CMO at Seedcamp, the leading European seed fund that has invested in over 285 startups. Natasha is the Seedcamp Portfolio Leader in brand, marketing and comms. She is passionate about the power of branding and storytelling in particular and she is focused on creating an emotional connection with consumers.
Natasha thinks that her greatest marketing strategy was being able to tell a story, to communicate with the right content in the right places (communities, events, hackathons) and finally, to spread her brand everywhere she possible could.
All the interviews were hosted by the incredible Babba C Rivera, founder of Bybabba. Babba C Rivera is an award-winning Brand Marketing Professional, with experience working with fashion and tech brands in Stockholm, Berlin and New York. She’s the main face behind the growth of Uber, launching the ride sharing giant in Sweden and later working as Head of Partnerships in NY.
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