TwentyFirstCenturyBrand

Getting to work on a client like Spindrift Beverage Co, Inc. is every marketer’s dream – founded on a strong conviction to do better, a company full of good, passionate people, and the desire to double down on the next ambitious chapter. When the beloved beverage brand came to us in late 2022, it needed help in expanding its audience, building differentiation from intense competition, and creating a clear north star to guide future decisions– so we partnered with the Spindrift team to create a Brand Blueprint that captured the extent of their ambitions and resonated with their communities. Inspired by a new foundational brand strategy rooted in making every beverage a positive force of nature, Spindrift took it even further and worked together with 21CB to bring the strategy to life with a refreshed brand look, feel and tone. Thank you Bill Creelman, Sue K. and the rest of the crew for inviting us on this journey with you. While Spindrift is “proudly made the hard way”, it was easy to find motivation and joy in working with all of you. We’re excited to see how Spindrift will keep challenging expectations of how good a beverage can be! You can watch the new brand film here: https://lnkd.in/gi56M9m9

Congratulations to the whole Flo Health Inc. team! This is another massive step towards building a better future for female health by helping people harness the power of their body signals and we're looking forward to see what you'll do next.

I'm excited to announce that I'll be speaking at The WIE Suite on August 8th about a hot topic: Unlocking Success: Why Leaders Need to Learn and Leverage Their Company's Culture. Culture isn’t just part of the game; it is the game. Join me as we explore how deeply understanding and harnessing your company’s culture can drive unprecedented success. Can’t wait to see you there! https://lnkd.in/eq6zuYnk #Leadership #CompanyCulture #TheWieSuite

What do lime green, pixelated Helvetica font, fan edits, brat summer and coconuts have to do with the upcoming US elections and Kamala Harris? The TikTok and pop girlies said “A LOT”. I wrote down a few thoughts about this interesting blend of politics, pop culture, social media and feminism – and how and why it might actually be of importance for businesses and brands.

Since the main goal of our CMO Thrive Guide is to maximize the impact of CMOs of all tenures as they seek to build iconic, category-defining brands, we wanted to highlight why it matters that we address six specific themes in six chapters in our guide:

To all the women in the world and the men that stand behind them, promoting them, uplifting them, supporting them, empowering them, voting for them, and above all, loving them…

What should your priorities as a new CMO be in your first 12 months? What resources do you rely on to guide your critical marketing decisions? How will you design your most critical alliances within your organization? In order to help brand leaders navigate these crucial and pivotal challenges and set them up for success, while also looking after themselves, we gathered the knowledge, insights and hacks of 21 of the world’s most respected CMOs, CFOs and CEOs in one simple, yet transformative guide made of 6 chapters. Over the next few weeks we will be unpacking some of the key learnings, anecdotes, case studies and tools, but if you want to read them all already now, you can download the free CMO Thrive Guide here: https://lnkd.in/gfbD_fDe #CMOThriveGuide

Coming into a CMO role, one of the first challenges is knowing how to navigate the culture – unless you first take time to understand it. And even if you’re a seasoned marketer, we have found repeatedly that what worked there won’t necessarily work here. Research consistently underscores that a CMO’s effectiveness is tied to their ability to comprehend the cultural environment. It is vital to create impact fast. Your task is to ‘dock’ into the existing culture to uncover the influential stories and folklore - not only the aspects that are clear to see, but also what lies below the surface and leverage it for your success. In our Organizational Culture Model we look for the artifacts, beliefs, values, attitudes, and basic assumptions that make up your organization. Step 1: Get nosey during your onboarding. It’s not about knowing all the answers. It’s about asking the smart questions. What are the taboo topics? Who are the company villains, heroes, and 10x employees? Step 2: Obsess on the ‘how’ and ‘who’ of how decisions are made. Senior stakeholders must be mapped and minutely understood. You need to decode the agendas, styles, and priorities of the individuals you’ll need to influence most frequently. Step 3: Strengthen marketing’s influence on the rest of the business. We see our CMO clients inheriting two classic scenarios: In scale-up companies, marketing is still trying to earn a seat at the table, or, often, in legacy companies, marketing has been beaten down by outdated ways of working. Ask yourself what narrative the business currently has about marketing, and what story do you want the rest of the business to tell? We explore more methods and tools in the CMO Thrive Guide. Check out the 🔗 in the comments. #culture #marketing #CMOThriveGuide #CMO #leadership

"This won’t be for every marketer. In many ways, it’s a niche play." Anthony Freedman states, “We’re here to create a new and different option for CMOs who have already come to the conclusion that cultural relevance is a competitive advantage.” Read more about how Common Interest is building something different, bringing together OTHERWAY CultureLab and TwentyFirstCenturyBrand to run counter to marketing’s obsession with quantification. https://lnkd.in/gVWPaUvE

One of the best things about my job is getting to be a “CMO whisperer” for some of the world’s most creative and commercial marketing leaders for the best part of two decades. To that end, this Cannes saw us release the #CMOThriveGuide, "The definitive ‘year 1’ playbook for the world’s most influential, brand-ambitious CMOs”, a roadmap for A-List Brand leaders of all tenures to thrive in their first 12 months at a new company. Here’s the inside story 👇🏼 At TwentyFirstCenturyBrand, we’ve had a front-row seat in seeing what works and what doesn’t and, critically, the difference between CMOs that fail, those that survive, and the elite group that really thrive. The impetus for this guide is rooted in 21CB’s mission of creating the most influential brands of our time, so leaders can leave a positive cultural and commercial legacy. If there’s one thing we’ve learned in the past six years of working with brands like Pinterest, Netflix, Airbnb, PepsiCo, LinkedIn, Mars, Chime, Monzo Bank, Depop, and Flo Health Inc. it’s that that can only happen if CMOs and Brand Leaders are empowered to lead the growth agenda and carve out the time and space to thrive. To develop the Thrive Guide, we convened our Thrive Guide expert panel, bringing together a roundtable of the world’s most respected CMOs, CFOs and CEOs. This group of 21 leaders provided essential input to cut through generic advice and create truly actionable lessons with insider insights, hacks, and tools to make the most of your precious, pivotal first 12 months. Each chapter is focused on a key imperative and designed to guide and inspire. You’ll find chapters focused on how you can build your key alliances, rally your teams, build high performance cultures and show up at your best, as well as the critical areas of growth, data/martech and integrating performance and purpose. Read them all at once, or dip in and out of specific chapters, it's up to you. The guide is specifically designed to help leaders  navigate the most pivotal challenges and set yourself up for success while also looking after yourself. What are your priorities in your first 12 months? What resources do you rely on to guide your critical marketing decisions? How will you design your most critical alliances? For those seeking to leave a lasting commercial and cultural legacy, the CMO Thrive Guide is your essential companion. Special thanks to our Thrive Guide expert panel: Andréa Mallard, Lara Hood Balazs, Laura Jones, Bob Sherwin, Jane Wakely, Remi Kent, Patrick Stal, Michelle Taite, Christine Kalvenes, Fernando Machado, Julia Goldin, Michelle Lamberti-Ceaux, Margaret Jobling Pete Markey Sigal Bareket, Jonathan Mildenhall, Ash Schofield, Scott Wagner, Laurence A. Tosi, Glenn H. S. Stephan Gans, Sam Tomlinson and Ian Whittaker