Two Things to Transform Brands with Paulo Ribeiro
Paulo Ribeiro is the founder of Two Things, a transformative agency for active lifestyle brands. With clients like The North Face, Timberland, and more, Paulo's expertise in brand advertising and global brand strategy has shaped industry leaders like Nike and Electronic Arts. We discussed all of this and more this week on the On Brand podcast.\n\nAbout Paulo Ribiero\nPaulo Ribeiro is the founder of Two Things, a brand transformation agency that focuses on the active lifestyle category. Two Things serves clients such as The North Face, Timberland, Visit Sun Valley, Mad Hippie, Converse, and Arc'teryx.\nPaulo began his career in brand advertising first in NYC and then in SF at Hal Riney+Partners, the first creatively led agency, during the dot com boom. At Wieden + Kennedy, he was head of global brand strategy for Nike and Electronic Arts through the era of digital transformation. He led the evolution of innovation agency Redscout to better serve Silicon Valley, working with Reid Hoffman on LinkedIn's positioning and expanding Gatorade's portfolio from beverages to food and digital products.\nPaulo was the Managing Director of one of the first Venture Studios-West SF, which was founded by Jack Dorsey to accelerate the growth of many of the world's most disruptive startups. His portfolio included Venmo, Jawbone, Twitter, Braintree, Square, Tumblr, and many others. More recently he led the creation of the Wieden + Kennedy Lodge the innovation agency, within the W+K Network, working with Nike's secretive Innovation Kitchen, Samsung, and Verizon as clients. The fruits of that labor contributed significantly to W+K earning Global Agency of the Year two years in a row.\nPaulo\u2019s work has been discussed in the New York Times, Fast Company, The Wall Street Journal, Ad Age, Adweek, Techcrunch, Monocle, The Guardian, Communication Arts, LA Times, Business Insider, and many other publications.\n\nEpisode Highlights\nWhat is a lifestyle brand? Paulo and his team define it as, \u201cany brand that encourages an active lifestyle\u201d including both athletics and travel.\nWhat are the Two Things? The name of Paulo's agency comes from \u201cthe art of combining two unrelated things in an interesting way\u201d to stand out in the crowded, distracted world we find ourselves in.\nThe role of tension. Paulo and I spent a lot of our conversation talking about tension. Tension between the advertising industry and the Silicon Valley innovation mindset. Tension between scale and experimentation. This tension can play an important role in standing out today.\nWhat brand has made Paulo smile recently? First, Paulo threw it back to the EA and Nike collaboration, Dot Swoosh, that he referenced earlier. He then shared the amazing activation the Barbie team did with Ken and the Dream House. \u201cActions speak louder than words.\u201d\nTo learn more, check out the agency's website at TwoThings.co.\n\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices