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What is a brand? According to Seth Farbman (LinkedIn | Twitter), 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.

To listen to part 1 of our interview with Seth, click here.

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.” – Seth Farbman

– “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.”

Seth Farbman was the former chief marketing officer for Spotify, the world’s largest music-streaming service. He has overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide, across more than 50 countries and with a customer base of more than 75 million.

Before Spotify, Seth was the CMO for Gap, driving a turnaround that increased the company’s share price almost threefold. He was also the co-founder and president of OgilvyEarth and led marketing teams at several US wireless carriers, now Verizon Wireless and AT&T Wireless.

Farbman was named one of Forbes’s 10 Most Influential CMOs in the World and one of the Top 50 Most Creative People by Advertising Age’s Creativity.

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