Alexandra Dimiziani's guest appearances

Alexandra Dimiziani

On Brand with Nick Westergaard

Marketing Today with Alan Hart

Paul Smith

Allen Adamson

Emmanuel Probst

David Aaker

Dave Gerhardt

Joseph Jaffe

Seth Godin

Peter Shankman

Paul Cowan

Jonathan Yaffe

Lorraine Barber-Miller

Raja Rajamannar

Erich Joachimsthaler

Jeremy Stewart

Grant Johnson

OwlTail

During this episode of “Marketing Today,” host Alan Hart interviews Alexandra Dimiziani, co-founder and global managing partner of TwentyFirstCenturyBrand. Dimiziani's previous career experience includes working at Airbnb as first the head of marketing, EMEA based in London, and then as the global marketing director in the San Francisco Bay Area. Dimiziani's experience at Coca-Cola was as the global creative director for still beverages, new products, corporate social responsibility based in Atlanta and then as the marketing content director for Northwest Europe and the Nordics. Dimiziani talks about how her career has benefitted from shifting between advertising and marketing, as well as among other pursuits and interests like working in Rwanda and Burundi, getting her masters in investigative journalism, and writing a novel that led to death threats.  Dimiziani discusses graduating from university at the young age of 19 with a bachelor's in business administration and working at the ad agencies Bozell and DDB. She learned about extreme poverty when backpacking by herself through Ecuador, East Africa, India, and Southeast Asia, gained global awareness and compassion for underprivileged communities, which coincided with her own feelings of being an outsider. Dimiziani shares the vast commercial marketing-meets-community responsibility insight she learned and applied while at Coca-Cola, Airbnb, and while launching TwentyFirstCenturyBrand.She is driven by personal growth, by going past her limits, gaining an advantage by standing out from the crowd, and being a lateral thinker because she has had such varied real-life experiences. Dimiziani shares, “I believe that's when most innovation truly occurs in this sort of mash-up of insight and understanding across subject areas.” Why do companies need a tight brand narrative centered around purpose?  “So, the world understands why it needs the brand, but also what it can hold the brand accountable for. And, so when that narrative goes out into the world and is molded, rightly so, by the community, it is still recognizable.” She discusses TwentyFirstCenturyBrand's most popular offering called the ‘brand blueprint,' which she articulates as, “what a brand aspires to stand for in the hearts and minds of its communities. And that results in a brand narrative that unites the vast and various stakeholder communities...from consumers to employees, to partners, to investors...and acts as the foundational reference that helps the workforce make better, faster decisions that deliver on-brand consistently.”Highlights from this week's “Marketing Today”:When Alexandra Dimiziani isn't advising brands, does she work as a C.I.A. agent? (01:38)Alexandra introduces herself and her early work experience. (03:12)What was the novel about that Alexandra wrote? (08:50)What inspired her move to Coca-Cola? (09:25)Alexandra discusses moving to London to get her degree, meeting her husband, and joining Airbnb. (10:56)How was Alexandra shaped by getting her degree at 19? (14:28)In what ways does Alexandra take strength from her variety of experiences? (17:55)What did she learn while working for Airbnb? (21:45)How did TwentyFirstCenturyBrand get started and what does it offer? (29:28)What are the values of TwentyFirstCenturyBrand? (38:32)Is there an experience in Alexandra Dimiziani's life that has defined who she is today? (43:43)What advice would she give to her younger self? (46:23)What fuels Alexandra to keep going in her career and life? (47:40)Are there brands that she thinks we should pay attention to? (48:35)Where does Alexandra see the future of marketing going? (51:07) Resources mentioned: Adam StaglianoLisa Simutami, former country director at PSIJonathan Mildenhall, former CMO of Airbnb and co-founder of TwentyFirstCentury BrandNeil Barrie, formerly with TBWA Chiat Day and co-founder of TwentyFirstCenturyBrandWeAccept short filmWeAccept – Airbnb SuperBowl CampaignLive There – Airbnb campaignNot Yet Trending – Airbnb campaignTwentyFirstCenturyBrandPerspectives on Purpose book edited by Nina Montgomery that Alex contributed a chapter on valuesUniversal StandardThird Love – news related to Victoria's SecretEverlaneSpotifyLike a Girl campaignLean InACLUSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

During this episode of “<a href="https://www.marketingtodaypodcast.com/" rel="nofollow" target="_blank">Marketing Today</a>,” host <a href="https://www.linkedin.com/in/alanhart/" rel="nofollow" target="_blank">Alan Hart</a> interviews <a href="https://www.linkedin.com/in/alexandra-dimiziani-0916b114/" rel="nofollow" target="_blank">Alexandra Dimiziani</a>, co-founder and global managing partner of TwentyFirstCenturyBrand. Dimiziani's previous career experience includes working at Airbnb as first the head of marketing, EMEA based in London, and then as the global marketing director in the San Francisco Bay Area. Dimiziani's experience at Coca-Cola was as the global creative director for still beverages, new products, corporate social responsibility based in Atlanta and then as the marketing content director for Northwest Europe and the Nordics. Dimiziani talks about how her career has benefitted from shifting between advertising and marketing, as well as among other pursuits and interests like working in Rwanda and Burundi, getting her masters in investigative journalism, and writing a novel that led to death threats.  Dimiziani discusses graduating from university at the young age of 19 with a bachelor's in business administration and working at the ad agencies Bozell and DDB. She learned about extreme poverty when backpacking by herself through Ecuador, East Africa, India, and Southeast Asia, gained global awareness and compassion for underprivileged communities, which coincided with her own feelings of being an outsider. Dimiziani shares the vast commercial marketing-meets-community responsibility insight she learned and applied while at Coca-Cola, Airbnb, and while launching TwentyFirstCenturyBrand.She is driven by personal growth, by going past her limits, gaining an advantage by standing out from the crowd, and being a lateral thinker because she has had such varied real-life experiences. Dimiziani shares, “I believe that's when most innovation truly occurs in this sort of mash-up of insight and understanding across subject areas.” Why do companies need a tight brand narrative centered around purpose?  “So, the world understands why it needs the brand, but also what it can hold the brand accountable for. And, so when that narrative goes out into the world and is molded, rightly so, by the community, it is still recognizable.” She discusses TwentyFirstCenturyBrand's most popular offering called the ‘brand blueprint,' which she articulates as, “what a brand aspires to stand for in the hearts and minds of its communities. And that results in a brand narrative that unites the vast and various stakeholder communities...from consumers to employees, to partners, to investors...and acts as the foundational reference that helps the workforce make better, faster decisions that deliver on-brand consistently.”Highlights from this week's “Marketing Today”:<ul><li>When Alexandra Dimiziani isn't advising brands, does she work as a C.I.A. agent? (01:38)</li><li>Alexandra introduces herself and her early work experience. (03:12)</li><li>What was the novel about that Alexandra wrote? (08:50)</li><li>What inspired her move to Coca-Cola? (09:25)</li><li>Alexandra discusses moving to London to get her degree, meeting her husband, and joining Airbnb. (10:56)</li><li>How was Alexandra shaped by getting her degree at 19? (14:28)</li><li>In what ways does Alexandra take strength from her variety of experiences? (17:55)</li><li>What did she learn while working for Airbnb? (21:45)</li><li>How did TwentyFirstCenturyBrand get started and what does it offer? (29:28)</li><li>What are the values of TwentyFirstCenturyBrand? (38:32)</li><li>Is there an experience in Alexandra Dimiziani's life that has defined who she is today? (43:43)</li><li>What advice would she give to her younger self? (46:23)</li><li>What fuels Alexandra to keep going in her career and life? (47:40)</li><li>Are there brands that she thinks we should pay attention to? (48:35)</li><li>Where does Alexandra see the future of marketing going? (51:07)</li></ul> Resources mentioned: <ul><li><a href="https://www.linkedin.com/in/brandarch/" rel="nofollow" target="_blank">Adam Stagliano</a></li><li><a href="https://www.linkedin.com/in/lisa-simutami-a41185b/" rel="nofollow" target="_blank">Lisa Simutami</a>, former country director at PSI</li><li><a href="https://www.linkedin.com/in/mildenhall/" rel="nofollow" target="_blank">Jonathan Mildenhall</a>, former CMO of Airbnb and co-founder of TwentyFirstCentury Brand</li><li><a href="https://www.linkedin.com/in/neil-barrie-29488aa/" rel="nofollow" target="_blank">Neil Barrie</a>, formerly with TBWA Chiat Day and co-founder of TwentyFirstCenturyBrand</li><li><a href="https://www.youtube.com/watch?v=OXVRB_u9Y7M" rel="nofollow" target="_blank">WeAccept</a> short film</li><li><a href="https://youtu.be/yetFk7QoSck" rel="nofollow" target="_blank">WeAccept</a> – Airbnb SuperBowl Campaign</li><li><a href="https://vimeo.com/198909649" rel="nofollow" target="_blank">Live There</a> – Airbnb campaign</li><li><a href="https://youtu.be/Umozhkb6QWg" rel="nofollow" target="_blank">Not Yet Trending</a> – Airbnb campaign</li><li><a href="https://twentyfirstcenturybrand.com/" rel="nofollow" target="_blank">TwentyFirstCenturyBrand</a></li><li><a href="https://amzn.to/2GGIlJU" rel="nofollow" target="_blank">Perspectives on Purpose</a> book edited by Nina Montgomery that Alex contributed a chapter on values</li><li><a href="https://www.universalstandard.com/" rel="nofollow" target="_blank">Universal Standard</a></li><li><a href="https://www.thirdlove.com/" rel="nofollow" target="_blank">Third Love</a> – <a href="https://www.businessinsider.com/why-thirdlove-slammed-victorias-secret-ad-2019-3" rel="nofollow" target="_blank">news related to Victoria's Secret</a></li><li><a href="https://www.everlane.com/" rel="nofollow" target="_blank">Everlane</a></li><li><a href="https://www.spotify.com/" rel="nofollow" target="_blank">Spotify</a></li><li><a href="https://youtu.be/XjJQBjWYDTs" rel="nofollow" target="_blank">Like a Girl</a> campaign</li><li><a href="https://leanin.org/" rel="nofollow" target="_blank">Lean In</a></li><li><a href="https://www.aclu.org/" rel="nofollow" target="_blank">ACLU</a></li></ul><a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

169: From Airbnb to TwentyFirstCenturyBrand with Alexandra Dimiziani

“I started out struggling with doing business and doing good. It’s always presented as this zero-sum game. And it doesn’t have to be.” Alexandra Dimiziani has spent her career building iconic brands such as Coca-Cola and Airbnb. Today she’s co-founder/managing partner of TwentyFirstCenturyBrand, where she helps build, well — brands for the 21st century! We discussed what this means and more on this week’s episode of the On Brand podcast.About Alexandra DimizianiAlexandra Dimiziani has enjoyed a ‘lattice’ 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.In 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.Alexandra was named a Brand Innovator Woman to Watch in 2017 and one of 25 EMEA Innovators in 2016.Episode Highlights“People are more familiar with brand platforms than political party platforms.” With great power comes great responsibility because today ...“Brands have a right and responsibility — it’s that spidey thing.” Alex went on to talk about how brands need to foster an “enlightened self-interest.”“64% want CEOs to take charge.” That includes leadership on social issues. Alex pointed us to the latest release of the Edelman Trust Barometer which reinforces this.How do you create a brand and build the category at the same time? Alex had to tackle this while at Airbnb. “You have to hammer home the functional value — the why. The purpose is at its most important.”What makes a 21st century brand? You have to be community-focused and narrative-based. “Share one story. You have to have one narrative story to rule them all.”What brand has made Alexandra smile recently? Nike. They continue to do bold work that builds strong connections with the community they serve.To learn more, connect with Alex on LinkedIn and visit the TwentyFirstCenturyBrand website.As We Wrap …Did you hear something you liked on this episode or another? Do you have a question you’d 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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.  Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS.  Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and 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.  OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“I started out struggling with doing business and doing good. It’s always presented as this zero-sum game. And it doesn’t have to be.” Alexandra Dimiziani has spent her career building iconic brands such as Coca-Cola and Airbnb. Today she’s co-founder/managing partner of TwentyFirstCenturyBrand, where she helps build, well — brands for the 21st century! We discussed what this means and more on this week’s episode of the On Brand podcast.About Alexandra Dimiziani<a href="https://www.linkedin.com/in/alexandra-dimiziani-0916b114/" rel="nofollow" target="_blank">Alexandra Dimiziani</a> has enjoyed a ‘lattice’ 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.In 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.Alexandra was named a Brand Innovator Woman to Watch in 2017 and one of 25 EMEA Innovators in 2016.Episode Highlights“People are more familiar with brand platforms than political party platforms.” With great power comes great responsibility because today ...“Brands have a right and responsibility — it’s that spidey thing.” Alex went on to talk about how brands need to foster an “enlightened self-interest.”“64% want CEOs to take charge.” That includes leadership on social issues. Alex pointed us to the latest release of the Edelman Trust Barometer which reinforces this.How do you create a brand and build the category at the same time? Alex had to tackle this while at Airbnb. “You have to hammer home the functional value — the why. The purpose is at its most important.”What makes a 21st century brand? You have to be community-focused and narrative-based. “Share one story. You have to have one narrative story to rule them all.”What brand has made Alexandra smile recently? Nike. They continue to do bold work that builds strong connections with the community they serve.To learn more, <a href="https://www.linkedin.com/in/alexandra-dimiziani-0916b114/" rel="nofollow" target="_blank">connect with Alex on LinkedIn</a> and visit the <a href="https://twentyfirstcenturybrand.com/" rel="nofollow" target="_blank">TwentyFirstCenturyBrand website</a>.As We Wrap …Did you hear something you liked on this episode or another? Do you have a question you’d 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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. <a href="http://www.nickwestergaard.com/books/brand-now/" rel="nofollow" target="_blank">Learn more</a>.<ul> <li> Subscribe to the podcast – You can subscribe to the show via <a href="https://itunes.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2" rel="nofollow" target="_blank">Apple Podcasts</a>, <a href="http://app.stitcher.com/browse/feed/40156/details" rel="nofollow" target="_blank">Stitcher</a>, <a href="https://play.google.com/music/listen#/ps/I6xnjeogoyostq7pyu3xh3kqi4a" rel="nofollow" target="_blank">Google Play</a>, <a href="https://tunein.com/radio/On-Brand-p967623/" rel="nofollow" target="_blank">TuneIn</a>, and <a href="https://www.branddrivendigital.com/feed/podcast/" rel="nofollow" target="_blank">RSS</a>.</li> <li> Rate and review the show – If you like what you’re hearing, head over to <a href="https://itunes.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2" rel="nofollow" target="_blank">Apple Podcasts</a> and 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.</li> <li> OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? <a href="https://www.branddrivendigital.com/how-to-rate-and-review-a-podcast-in-itunes/" rel="nofollow" target="_blank">Check this out</a>.</li> </ul>Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit <a href="https://megaphone.fm/adchoices" rel="nofollow" target="_blank">megaphone.fm/adchoices</a>

Why Brands Have a Responsibility to Do Good with Alexandra Dimiziani