A conversation with Suzana P. Nikiforova on the urgency of resetting branding to advance more conscious and sustainable brand practices by design.
Suzana P. Nikiforova is a systemic brand consultant and author. With more than 20 years of experience in brand management, she is a pioneer in Animaway Branding and Brand Systems Leadership - two business tools that intersect branding with systems thinking. In 2020, Suzana published her first book Animaway Branding: a Conscious Business Paradigm for a Sustainable World where she walks us through her Animaway Branding philosophy.
Together we explore: how Suzana found her Ikigai; the difference between marketing and branding; what is outdated in the current branding paradigm; how systems thinking might help us shift towards a more conscious branding paradigm; how brands might serve higher needs of humanity such as self-transformation and self-actualization; what an evolved brand looks like; Suzana's reset buttons.
Relevant Links: Find more about the Happiness Week; Find more about Theory U by Otto Scharmer
Host: Carlota Guedes, 4th-year student, Bachelor in Communication and Digital Media
Intro: Amélie de Marsily, Academic Director of the IE Center for Health, Well-Being and Happiness
