Fran Herrera’s Post

On LinkedIn, the world’s leading professional platform, we usually share stories of achievements. How about sharing stories of our failures instead? Today, I am excited to share my story of a professional failure in support of our #client L'Oréal. In the 1990’s when I was busy running Reporter, my fast-growing branded content agency and lucky enough to be doing pioneering work for iconic global brands including IBM, BMW Group and Bang & Olufsen, I first experienced what is known as “growing pains”. We were on fire at the time, winning new clients, doubling our revenue and number of staff every three months and soon enough it happened… our highly awarded creative product became more predictable and mainstream; we lost agility and client centricity. One day I had a brutal wake up call: one of our clients, a reknown outdoor fashion brand, pulled the account over night due to a photo shoot that had gone wrong. I jumped on a plane to meet the client and regain his trust, but it was too late. It was a big blow for me at the time but it was the best thing that could have happened, as we paused and worked on a complete rethink and reset of the agency with our leadership team. We designed a new model that allowed us to pursue growth without losing our identity, our humanity and our passion for creative excellence. Part of this model was our commitment to fearlessness and to being “in” not “on” the client’s business, to stay focused on innovation and on continuous evolution of our product and our ways of working: this allowed us to embrace digital transformation as early as 2000, design new offerings every year and ultimately become part of McCann Worldgroup. A transformation that led to bigger and more exciting opportunities than I could ever have hoped for as a leader of creative businesses.   🔴 What are some of your “proud failures”?   #worthitresume #lorealparis #entrepreneurship #innovation #creativeexcellence

PLOT TWIST: THE BRAND THERAPIST IS HIRING 🔄 You're a brand that: ✓ Has outgrown your current identity (or about to) ✓ Knows there's more personality than your marketing shows ✓ Feels yesterday's playbook won't serve tomorrow's dreams ✓ Senses an evolution coming but can't quite name it yet SWIPE LEFT if you: ❌ Think scaling just means louder marketing ❌ Want to keep playing it safe ❌ Are comfortable being forgettable About me: 🧠 Brand Therapist who sees both who you are AND where you're going 🔍 16 years of scaling brands without losing their soul 🎯 Specialist in future-ready strategy that feels effortless 📈 Expert at turning identity crises into growth opportunities This is a reverse pitch because transformative brands deserve strategic thinking. Let's explore your next chapter. Coffee's on me. ☕ Breakthrough insights guaranteed.* *Terms & conditions: Must be ready for real change. #strategy #brand #Insights #research

In a world where attention spans are dwindling but expectations keep climbing, impactful brands don’t chase louder volume—they chase deeper meaning. The real challenge? Delivering substance in seconds. True engagement is built by offering more than just a moment’s distraction. It’s about crafting experiences that resonate, connect, and cut through the noise with purpose. Are you creating connections or just adding to the chaos? Let’s talk [email protected]

GrowthMap, launched in partnership between Eighty20 and M&C Saatchi Group South Africa, focuses on three key areas to help decision-makers in developing precise brand positioning and marketing strategies to deliver a data-driven growth roadmap. 1. WHERE TO FOCUS: GrowthMap provides insights into market landscapes and customer behaviours to give clarity on the path to growth. 2. WHAT TO DO: GrowthMap enables businesses to assess their brand and product positioning with precision, delivering tangible priorities across customer, brand and proposition. 3. WHERE TO START: GrowthMap provides an actionable roadmap that not only shows where growth opportunities exist, but how businesses can capitalise on them. Find out more about this strategic partnership and solution on Bizcommunity.com: https://lnkd.in/d38JwrKy

As a team, we’ve spent decades helping brands stand out. Along the way, we’ve come to understand that great brands do more than just connect with an audience—they energize business and get things moving in the right direction. So, we’ve done a little moving and shaking ourselves. We’ve spent some time together clarifying our strategy to help market leaders pursue their goals. And, we’ve refreshed our look to better reflect our primary objective: breaking brands out of expected. Allow us to (re)introduce NEXT—a passionate group of creatives and strategists in the business of ideas. Let's get reacquainted 👉 https://lnkd.in/exZJQrn

Want my hot take on Liquid Death / e.l.f. collab, as a strategist? Too bad, I'm going to share it anyway. • I don't care about how they evoked nostalgia with their nod to Kiss makeup (despite being a card carrying member of the Kiss Army in my youth). • I'm unimpressed by their ability to tap into - nay create - a cultural zeitgeist. • And I'm indifferent at how they extended their reach and relevance into a category with no adjacency whatsoever. What most impresses me about this collaboration is the evidence of a culture and processes that inspire action. This is a brand that does shit. Smart shit, stupid shit, expected shit, zany shit. You can litigate the success of what they do all you want, but you can't deny there's plenty of stuff to argue over. Right now everything they do feels like a win, because the brand has a halo. That won't always be the case. They'll have misses. Maybe not Cybertruck misses, but when you have a culture that says yes to action it's inevitable that some stuff won't land. And that's ok. As a strategist, you can take away some of the specifics of the stuff they do - the culture, the partnership, even the category disruption. But the real strategic lesson is the reason behind why the brand is amassing a catalog of case studies for future strategy decks - because they've got something internal going on that inspires action. And that's the real work of strategy - to make sure brands keep moving. Forward ideally, but you can't move forward if you don't move.

Consumers are demanding more from the brands they love. The key question is how to really tap into their motivations so you can resonate on an emotional level and fully address all their wants. Getting this right can keep you ahead of the competition. To get to the heart of this topic, myself and Evelyn Hussain are hosting a half-day, learn-by-doing workshop in Sydney on Thursday, 13 June. This will be a free, hands-on, immersive experience that has been super successful for clients in China, Singapore, Thailand, and North America. During the workshop, you’ll: 🤔 Be led through our Human Motivator Framework – a unified theory that underpins all phases of our insight-led brand development work. 💡 Work with peers to create unique product ideas; and, 🔨 Leave with an improved understanding of how to use cutting-edge research tools to gain better insights into your consumers. Interested? Reach out to me for more details. #sydneyevents

On this Wednesday afternoon, let's talk about the power of strong branding and its impact on business growth. 🚀 Just like a Broadway show with a stellar cast and crew, a company's brand sets the stage for success. When businesses invest in building a positive brand, they attract top talent like a siren song drawing in an audience. Imagine your brand as the lead actor captivating the audience's attention – a strong employer brand not only attracts talented individuals but also retains them, reducing turnover costs and boosting overall productivity. Like a harmony of music notes coming together to create a beautiful melody, businesses with strong employer branding enjoy improved customer loyalty and advocacy. Happy employees are like loyal fans spreading the word about your company, ultimately driving growth and success. So here's to cultivating a vibrant employer brand that resonates with both current and potential employees – because when your team sings in unison with your brand, nothing can stop the success story from unfolding! #click2ai #EmployerBrand #BusinessGrowth #BrandSuccess #branding

As an Entertainment Executive, investing in and growing your personal brand online has a HUGE ROI for your company. Here's how: (1) Humanises The Corporate Side Of The Company You having a strong personal brand makes you more relatable and approachable as a top executive at the company. It adds a human element to the corporate side of the biz (that often isn’t showcased much). (2) Increases Brand Trust And Credibility When top executives like you have established personal brands based on expertise, transparency, and thought leadership, it enhances the company's credibility. People are more likely to trust a company led by individuals they admire or respect. (3) Invites Media Attention Well-branded leaders like you are more likely to be sought out for media interviews, panel discussions, or industry awards. This additional media exposure can increase the company's visibility in new ways. (4) Attracts Top Talent Talented professionals are drawn to companies with strong leadership. When executives like you build their personal brands, it positions the company as a thought leader or innovator in its industry. They come to you instead of you having to endlessly search for potential dream hires. (5) Storytelling and Vision Personal branding allows executives like you to tell the company’s story in a unique way, highlighting its values, mission and current focus. When your personal narrative aligns with the company's vision, it creates a more compelling brand story. (6) Investor Confidence Investors are more likely to trust companies led by well-branded executives. A strong personal brand reflects good leadership, vision and the ability to guide the company toward long-term success. An investor's dream! There you have it. 6 ways investing in your personal brand as an Entertainment Executive can have massive ROI for your company (as so can easily be budgeted internally).

Not all ‘global companies’ are ‘global brands’ So, how do you know if your company is ready for the spotlight? Before chasing the glitz of a global brand, consider this: is your company truly ready for the cultural tightrope walk and long-distance love affair? ❤️ Let's unpack the key questions you need to answer before taking the plunge. 1️⃣ Think "Brand Passport" Do you have a strong brand identity that can resonate across cultures? Can you adapt products and services without losing brand essence? ️ Are you prepared to invest in building brand awareness in new markets? 2️⃣ Consider the Cultural Compass Do you have the expertise to navigate cultural nuances?  Can you communicate effectively with diverse audiences? Are you aligned with the values of your target markets? 3️⃣ Remember, it's a Marathon, Not a Sprint Are you committed to building authentic relationships worldwide? Are you ready to adjust your strategy based on feedback? Can you handle unexpected challenges? Remember, going global isn't just about expanding your reach, it's about building lasting connections across cultures. Do you need help transforming your global company into a global brand? Comment BRAND in the comments below👇 #globalbrands #globalbusiness #brandstrategy