Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.
Key Takeaways:
We chat about the vulnerability of being creative.
We explore brand strategy and why branding is more than just the messaging and the visuals.
Tim details how creating a safe space for criticism elevates creative culture.
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