What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company, or anything marketing owns.” To Seth, your brand is “everything you do and say and make.”

In part 2 of our interview with Seth, he talks about how he helped Spotify develop its brand identity. He also talks about customer-centricity, user experience, working with artists, and much more.

Links:

Full Notes & Quotes: http://bit.ly/2ou4IvU

Part 1: bit.ly/2lYNgP2

Seth’s LinkedIn: https://www.linkedin.com/in/sfarbman/

Seth’s Twitter: https://twitter.com/sethfarbman

Spotify: https://www.spotify.com/us/

Key Quotes:

- “Brand is not a logo. It's not the name of the company. It's nothing marketing owns. Brand is simply an aggregation of everything you do and say and make.”

- “My challenge to that team was extreme creativity. It was to push us forward, to take risks. You know, I had one new creative who said, 'I don't understand where the line is.' And I said, 'Neither do I. We'll cross it, we'll get the shit out of us for a day, and then we'll know where the line is.'"

- "You need your work to be so interesting that it does not feel like marketing and people share it."

- “I'm excited to be able to return without apology to the original purpose of marketing, which is to let people dream, and to give people hope and to help them identify what's important to them in their lives.”

- “Hire really, really good people and the rest will take care of itself.”

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