19: Standing out in a 'sea of sameness': Insights from Tati Lindenberg, chief brand officer at Dirt Is Good

Sep 24, 2025

36:15

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Episode notes

In today's episode, Alan wraps up our Cannes Lions International Festival of Creativity content series with Tati Lindenberg, chief brand officer at Dirt Is Good. Together, they explore global brand strategy for balancing consistency with local relevance, the origin and evolution of the Dirt Is Good brand, and the brand's deliberate movement through distinct "eras."

Tati discusses the importance of identifying which parts of the brand are "sacred" and must remain unchanged, versus those elements that can be evolved and iterated to stay culturally relevant. She notes the brand's intentional move to highlight women athletes as main characters, showing its response to evolving consumer expectations. Drawing on her experiences as a mother and her life across multiple countries, Tati shares how these perspectives have shaped her approach to global brand strategy and her management of a diverse portfolio of brands across regions. As a highly awarded marketer, she offers insights into the role of industry recognition in building high-performing teams. She emphasizes the importance of maintaining brand distinctiveness while encouraging influencer authorship. Tati also reflects on the future of creativity in an artificial intelligence-driven landscape, her concerns about the growing "sea of sameness" in marketing, the dynamics of superfan culture, and the value of taking life a bit less seriously.

In this episode, you'll learn:

Ways to balance a global brand strategy with local execution

How Dirt Is Good has evolved while maintaining consistency and relevance

The impact advertising awards have on creativity and execution

Key quotes:

"We understand what trends are happening out there, what the company strategy is, and try to combine those two things to maintain the fresh brand." - Tati Lindenberg, chief brand officer at Dirt Is Good

"I'm really concerned that everybody seems to be doing the same thing... we need to keep asking ourselves, are we modern enough? Are we culturally relevant? Are we compelling enough for consumers?" Tati Lindenberg, chief brand officer at Dirt Is Good

Key highlights:

[00:30] Introduction

[01:25] From São Paulo to the United Kingdom

[03:45] Tati's path to Dirt Is Good

[07:55] The scope of the fabric cleaning business

[09:50] Balancing a global brand strategy with local execution

[12:45] The Dirt Is Good origin story

[15:20] A new way to manage brand portfolio

[17:00] Balancing consistency with fresh ideas

[20:50] In their women's sports era

[22:00] The importance of awards

[24:40] An experience that defines you: Coca-Cola Christmas