Author, photographer, storyteller for CBNWS - "Around the World in 80 Brands"

 

‘Bring Happiness Home’ – PepsiCo China

‘Bring Happiness Home’ – PepsiCo China

Bring happiness home cbnws

I am with Richard Lee, chief marketing officer of PepsiCo China, enjoying the view from the M Glamour bar on the Bund in Shanghai.

The stories that Richard has shared with me over recent years are very diverse, yet they all have a number of common elements.

The most striking one in my opinion is that they use their brands’ communication power to convey a higher message.

Their purpose is to make…

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Meeting Richard Lee in Shanghai

Richard Lee PepsiCo China Coolbrands

I have been in touch with Richard Lee, the chief marketing officer of PepsiCo China, since 2008. Every time we meet up he shares a new story with me.

Over the years, I’ve started to recognize a clear message in Pepsi’s narrative. Pepsi’s purpose is to show that traditional values are still relevant, especially in the context of China’s current economic growth. It is a clear ‘people’ purpose.

Some…

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London calling

I’re crossing the Thames in a black cab, speeding over Westminster Bridge. On my left we see Westminster Palace, the centre of political life in the United Kingdom.

London calling

I’re crossing the Thames in a black cab, speeding over Westminster Bridge. On my left we see Westminster Palace, the centre of political life in the United Kingdom.

"Luxury lifestyle on the French Riviera" - Charles Arthaud

“Luxury lifestyle on the French Riviera” – Charles Arthaud

Charles stops walking and turns to us. “Then it struck me,” he says, “why not create a lifestyle brand, using Rio de Janeiro’s positive image? It’s a perfect example of building a brand outside-in.”

“Smart thinking,” I say. “Some brands fight great battles to get the brand perception aligned with the brand identity. Starting with the positive perception and then adapting the brand identity to it makes sense.”

Meeting Ianis Chamalidy in St.-Petersburg

Meeting Ianis Chamalidy in St.-Petersburg

Ianis_Chamalidy_CBNWS_Russia_weddingdress

I’m on my way to meet renowned fashion designer Ianis Chamalidy, who has a design atelier and boutique on Petrogradsky, my favourite island in the Neva, situated in the heart of St Petersburg. The place is a fascinating mixture of old and new, combining classic architecture with trendy boutiques and an overall air of splendour, authenticity and timelessness.

As a fashion designer, Ianis has had a…

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"Advertising should add to popular culture" - Clay Mills

“Advertising should add to popular culture” – Clay Mills

Clay Mills - Wieden+Kennedy Amsterdam

I’ve been talking to Clay Mills about some of his achievements as the CEO of Wieden+Kennedy here in Amsterdam. We finished our coffees and started walking in the direction of the W+K office that is situated on one of the main canals.

“What gets you out of bed in the morning?” I ask him.

Clay pauses before answering the question.”I still have a lot to learn and to prove to myself. Plus, I want to…

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"The Quest for Freedom" - Jacqueline Schafer

Jacqueline Schafer

Meeting Clay Mills in Amsterdam

Since arriving in Amsterdam in 2010, Clay has prioritised building a business at W+K Amsterdam where creativity equals effectiveness. And in 2013, won the prestigious ‘Creative Effectiveness Lion’ award at Cannes for Heineken.Clay Mills

“Shoot for the stars and land on the moon!” - Carole Van Bekkum