BUILDING BRANDS THAT STAND THE TEST OF TIME w. Fatima Saliu

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What’s the Big Idea?

Jim DiPiazza

7 episodes

5 days ago

Hosted by Jim DiPiazza, a veteran creative marketing executive and founder of Area of Expertise, What’s the Big Idea? unpacks the bold decisions, brand pivots, and creative plays that fuel real business growth. Jim speaks with founders, CMOs, and brand leaders from companies in transition—those scaling fast, repositioning, or seeking breakout visibility—about the marketing moments that made a difference. If you’re a growth-stage brand tired of funnel jargon and ready for strategic clarity, this is your new go-to listen.

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BUILDING BRANDS THAT STAND THE TEST OF TIME w. Fatima Saliu

What’s the Big Idea?

55 minutes 29 seconds

1 month ago

BUILDING BRANDS THAT STAND THE TEST OF TIME w. Fatima Saliu

What separates brands that fade away from those that command premium prices and loyal customers for decades? In this conversation, global brand strategist Fatima Saliu shares hard-won lessons from repositioning legacy brands at Meta, Coca-Cola, Johnson & Johnson, and Disney—and how those same principles apply whether you're a Fortune 500 company or a bootstrapped startup.

You'll discover why brand awareness and brand equity aren't the same thing, the critical difference between renovation and reinvention, and why expanding too fast might be the worst "good problem" to have. Fatima also shares the remarkable story of how consumer insights transformed KY Jelly from a hidden, embarrassing product into a category that tripled in size within a year—and what that teaches us about creating valuable experiences instead of just solving problems.

Timestamps:

00:00 Introduction and Guest Welcome

00:55 Fatima's Current Work and Insights

02:00 Challenges in Small vs. Large Brands

05:16 Brand Strategy at Meta

10:06 Product Innovation and Consumer Insights

16:58 Reinventing KY Jelly at J&J

25:48 The Importance of Brand and Experience

30:29 The Power of Brand Experience

33:05 User Journey and Holistic Experience

34:56 Challenges with AI and Overexpansion

37:43 Case Studies: Kava and Slutty Vegan

41:11 Investor Expectations and Realistic Goals

44:13 The Role of Marketers as Business Co-Creators

49:38 Rapid Fire Questions and Insights

52:50 Final Thoughts and Farewell

Follow Jim DiPiazza and Fatima Saliu:

Connect with Jim DiPiazza:

LinkedIn: https://www.linkedin.com/in/jimdipiazza/

Website: https://www.jimdipiazza.com/

Connect with Fatima Saliu:

LinkedIn: https://www.linkedin.com/in/fatima-s-aa01113/