Description

In this conversation, Gwen Lafage, VP of Marketing, Global Brand & Content at Sinch, discusses the importance of understanding complex brand dynamics and market positions. She explains that while sales and performance marketing are easily measurable, the impact of branding and storytelling is often undervalued. Gwen highlights the shift in B2B marketing, where companies now focus on building a brand and being different, rather than solely focusing on their product. She shares her experience of starting a photography gallery in San Francisco, which was a passion project but not a financial success. Gwen also emphasizes the importance of taking risks and being open to new opportunities. In this conversation, Gwen Lafage shares her personal and professional journey, highlighting key decisions and accomplishments. She discusses the influence of various individuals in her career and the impact they had on her growth. Gwen also talks about the pivotal decision to take a year off to travel, which provided valuable life experiences and a fresh perspective. Additionally, she shares the accomplishment of opening the European office of an agency in Sweden and the challenges she faced in adapting to a new culture and market.

Takeaways

• Understanding complex brand dynamics and market positions is crucial for marketers, as it involves more than just sales and performance marketing.
• In the B2B space, companies are now focusing on building a brand and being different, rather than solely focusing on their product.
• Taking risks and being open to new opportunities can lead to valuable experiences and personal growth.
• The Daily Stoic by Ryan Holiday is a book that Gwen finds valuable for its principles and ideas, which help her focus and clear her mind. The influence of individuals in our personal and professional lives can shape our growth and opportunities.
• Taking time off to travel and explore new experiences can provide valuable insights and personal growth.
• Opening a new office or venturing into a new market requires adaptability and understanding of cultural differences.

Chapters

00:00 Introduction and Background

01:10 Understanding Complex Brand Dynamics

05:05 Recognizing the Importance of Marketing

07:27 Building a Brand Regardless of Product Quality

09:07 Gwen's Failure: The Photography Gallery

14:01 Transitioning from Agencies to Personal Ventures

15:20 Choosing Adventure Over Location

23:44 The Challenge of Highlighting Everything

25:22 Favorite Book: The Obstacle is the Way

26:03 Influential Person in Gwen's Journey

26:25 Personal and Professional Influences

36:33 Taking a Year to Travel

44:33 Opening the European Office in Sweden