Why Brands Have a Responsibility to Do Good with Alexandra Dimiziani
\u201cI started out struggling with doing business and doing good. It\u2019s always presented as this zero-sum game. And it doesn\u2019t have to be.\u201d Alexandra Dimiziani has spent her career building iconic brands such as Coca-Cola and Airbnb. Today she\u2019s co-founder/managing partner of TwentyFirstCenturyBrand, where she helps build, well \u2014 brands for the 21st century! We discussed what this means and more on this week\u2019s episode of the On Brand podcast.\nAbout Alexandra Dimiziani\nAlexandra Dimiziani has enjoyed a \u2018lattice\u2019 career full of both awe-inspiring and awkward moments. Her experience runs a gamut, from developing advertising campaigns for iconic brands like Ralph Lauren, National Geographic, and The Economist out of New York, to leading a non-profit organization in Rwanda committed to improving the health of the most vulnerable populations. Other sideways moves include a year of solo backpacking around the world, authoring a book, and obtaining a Masters degree in investigative journalism, to name a few.\nIn 2006, Alex joined The Coca-Cola Company as Global Creative Director on the health and wellness portfolio and corporate social responsibility efforts. Eight years later she joined the Airbnb team, eventually taking the role of Global Marketing Director. Alex and the team thrust the brand onto the world stage, winning numerable effectiveness and creative accolades along the way, including Lions, Webbys and Effies.\nAlexandra was named a Brand Innovator Woman to Watch in 2017 and one of 25 EMEA Innovators in 2016.\nEpisode Highlights\n\u201cPeople are more familiar with brand platforms than political party platforms.\u201d With great power comes great responsibility because today ...\n\u201cBrands have a right and responsibility \u2014 it\u2019s that spidey thing.\u201d Alex went on to talk about how brands need to foster an \u201cenlightened self-interest.\u201d\n\u201c64% want CEOs to take charge.\u201d That includes leadership on social issues. Alex pointed us to the latest release of the Edelman Trust Barometer which reinforces this.\nHow do you create a brand and build the category at the same time? Alex had to tackle this while at Airbnb. \u201cYou have to hammer home the functional value \u2014 the why. The purpose is at its most important.\u201d\nWhat makes a 21st century brand? You have to be community-focused and narrative-based. \u201cShare one story. You have to have one narrative story to rule them all.\u201d\nWhat brand has made Alexandra smile recently? Nike. They continue to do bold work that builds strong connections with the community they serve.\nTo learn more, connect with Alex on LinkedIn and visit the TwentyFirstCenturyBrand website.\nAs We Wrap \u2026\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.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices