Brand, Trust, and Transformation with Seth Farbman, Former CMO of Spotify (Part 1)

As a marketer and entrepreneur, Seth Farbman has helped to shape and transform some of the most recognizable brands. Seth Farbman was the former chief marketing officer for Spotify, the world's largest music-streaming service. He had 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. Farbman was named one of Forbes's 10 Most Influential CMOs in the World and one of the Top 50 Most Creative People by Ad Age.

On this episode, Seth shares some of the lessons he has learned during his career, including how to build a brand that connects emotionally and establishes trust with people, and how to lead a brand transformation.

 

Links:

Full Notes & Quotes: bit.ly/2lYNgP2

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

Seth’s Twitter: twitter.com/sethfarbman

Spotify: spotify.com

 

Key Quotes:

- “I do feel like the imposter, I do feel like I'm unqualified.  But that makes you try harder. It makes you focus more and learn faster."

- “It's about discovery. That's the best service that you can give to people in a highly complicated world. There's no shortage of information out there."

- "I just didn't understand why we insisted on calling our audience 'users.' It feels like you're there to get value from them. So we just changed names to call them fans and suddenly you want to be closer to them. You understand them better. You want to feel their fandom."

- “And people often ask, 'well, where do you start? How do you look at the data?' But sometimes it's the simple things"

 

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