In this episode of The Impactful Conversations Effect , we sit down with Allison Stadd , Senior Vice President of Brand, Culture & Media at Shipt (a Target company), to explore the unexpected intersections of leadership and jazz drumming. A dual US-Canadian citizen, writer, and lifelong creative, Allison shares how her early training in music and writing shaped her approach to leading high-performing teams at brands like Shake Shack, Sweetgreen, BarkBox, and more. We talk about building identity capital, overcoming imposter syndrome, and her philosophy of “leading from behind”plus, how she channels her creative spirit through her Substack newsletter The Offbeat . This episode is a must-listen for anyone navigating leadership, identity, and creativity in today’s complex workplace. Tune in for: * Why drummers make great leaders * Letting go of being liked (and still being respected) * Creative sustainability for working parents * Career advice for rising marketers * The unexpected power of a well-timed Miles Davis quote An episode you do not want to miss! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

These days, customers, myself included, aren’t as brand-loyal as we once were. I used to be someone who had to buy a specific product from a specific brand, no exceptions. But that mindset has shifted. Today, people are drawn to products that speak to them personally, offer meaningful value, or provide exclusive access or perks. Brand loyalty, once a given, is now fragile, always up for negotiation. In 2025, even the most established brands must continuously earn their customers’ trust and commitment. In today’s uncertain economic and social climate, brand loyalty is no longer guaranteed by habit or heritage. Customers are empowered by the abundance of choice, peer-driven reviews (hello, TikTok), and a growing demand for transparency. Even legacy brands risk being left behind if the purchase experience feels disconnected or if the brand’s storytelling no longer resonates. Loyalty can’t be assumed, it must be earned through relevance, consistency, and a compelling reason to return. Brand experience plays a significant role in shaping loyalty. I was speaking to a friend recently who, despite requesting an appointment three times at a luxury brand’s Paris boutique, never received a confirmation, barely an acknowledgment that the request had been received. She had been a loyal client of this iconic brand for years, but after a string of disappointing interactions, she decided to take her business elsewhere. Brand experience isn’t just about the product, it’s the entire journey: how you're discovered, how you're remembered, and how you show up across every single touchpoint. Storytelling is a powerful tool for customer retention, not just acquisition. People stay loyal to brands that reflect their values, tell meaningful stories, and offer something they can see themselves in. When done well, storytelling invites customers into a larger narrative, allowing them to feel like participants rather than just consumers. In the end, people don’t stick with a brand for the product alone, they stay because they believe in the story behind it. So, what can brands actually do to build loyalty in 2025? A few things stand out. Subscription models, membership perks, and exclusive product drops are becoming essential tools, not gimmicks, in cultivating a sense of belonging. Rather than relying on price or legacy status, brands need to make customers feel like insiders. Creating a private community, offering VIP access, or giving early access to new products can help lock in loyalty. People buy from people, and they want to feel connected and not just to the brand, but to the people behind it. Showcasing the human side of the business, the makers, the process, the behind-the-scenes decisions which builds trust and relatability. That’s the “it-factor” today: a blend of authentic storytelling, community, and content. And when done right, paid ads shouldn’t be the main attraction, they should amplify the organic moments that make the brand feel real. Loyalty isn’t won by chance, it’s the result of consistent, intentional brand choices that make people feel seen, valued, and part of something bigger. In 2025, the brands that thrive will be the ones that remember: loyalty is earned, not assumed. Bisous, Winy What I’m listening to: If you haven’t listened to our episode with Marine Tanguy of MTArt yet, this is your sign. Marine shares her powerful perspective on public art, representation in the art world, and how storytelling shapes cultural perception. Art that is inspiring my creativity: I recently learned about the Waterloo Center for the Arts in Iowa, which holds the largest public collection of Haitian art in the world. Their commitment to preserving and celebrating Haitian creativity is extraordinary and naturally, it’s a collection that’s close to my heart. The works are vibrant, symbolic, and deeply rooted in culture and storytelling. It’s a beautiful reminder of Haiti’s worldwide artistic legacy, and well worth exploring. As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative , is here to help! Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In this inspiring conversation, we sit down with Marine Tanguy, founder and CEO of MTArt Agency , the leading international talent agency for visual artists shaping today's culture. From managing a gallery at 21 that discovered Banksy to launching the first Certified B Corporation in the art sector, Marine shares her bold journey redefining how artists are represented and valued. We explore why art should make us uncomfortable, how public art transforms cities, and why visual culture is crucial for a more unified society. Marine’s leadership in bringing art into everyday life, from public spaces to major global campaigns, reveals the powerful role of artists in moving culture forward. Since its founding in 2015, MTArt Agency has expanded globally and has delivered over 300 projects across major cities, brands, and institutions, including Apple TV, Le Louvre, and the World Cup. The agency has raised over $2.5 million in funding and was recently valued at £35 million, reflecting its significant impact and growth in the art world. This episode is a powerful reminder that art’s greatest impact happens not only within galleries, but in the public spaces and visual stories that shape our daily lives. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In this episode, we sit down with Lissy Alden, the founder of MYNDY , a pioneering mental fitness company redefining wellness for the modern workforce. With a background that includes working with global giants like JPMorgan, Amex, and The New York Times, and holding degrees from Cornell University and an MBA from MIT, Lissy brings a powerful blend of academic insight and real-world experience, delivered in a way that’s incredibly relatable and digestible. Using MYNDY’s proprietary framework, she’s on a mission to help overworked professionals build mental resilience, prevent burnout, and perform at their best. This conversation is also a full-circle moment, Lissy once facilitated Ashley’s very first opportunity in tech. We explore the intersection of mental fitness, wellness, and performance, and why Lissy believes mental wellness isn’t a perk—it’s a business imperative. Tune in to learn how mental fitness can become a game-changing strategy for both personal growth and team success. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

When I first started out, I had a clear vision of what this entrepreneurial journey would look like, structured days, impactful work, and a steady path forward. Reality? A little messier, a lot less linear, and filled with pivots I didn’t see coming. One of the most meaningful examples of this has been Purpose for Impact , the consultancy Ashley and I created. We set out to advise mission-driven clients but, as we moved deeper into the work, it became clear we were building something much bigger. Our conversations with people doing remarkable things around the world led to the launch of The Impactful Conversations Effect podcast, just one part of a growing ecosystem we’re shaping for modern people with taste, vision, and purpose. It may not look like our original plan, and that’s exactly the point. I still remember the shift happening during the first season of our podcast. At first, we thought The Impactful Conversations Effect would simply be a tool to position our agency, a platform to showcase our thinking and extend our reach. But as the season unfolded and we spoke with incredible guests, something deeper emerged. These weren’t just interviews; they were powerful exchanges about impact, legacy, and purpose. What I came to realise was that the podcast wasn’t just supporting the work, it was the work. It was the product. It was building community, sparking dialogue, and giving a voice to changemakers in a way that felt bigger than us. That’s why flexibility isn’t just helpful in entrepreneurship, it’s actually essential. We often start with a clear problem we think we’re here to solve. But sometimes, the deeper we get, the more we realise that the real opportunity, the real impact, lies elsewhere. The vision evolves, and so does our role in it. That doesn’t mean we were wrong from the start; it means we were open enough to listen, to observe, and to respond. Entrepreneurship is about being in service, to your audience, your purpose, and the times we live in. Staying rigid in your original idea can actually limit the growth, the reach, and the transformation you’re capable of creating. So if you’re building something and it starts to shift, don’t panic. Pay attention. You might be uncovering the real work you’re here to do. The most aligned, fulfilling businesses often come from the courage to let go of what you thought it would be and embrace what it’s becoming. Ashley and I are incredibly excited about what’s ahead. We’re actively exploring how to scale this project and evolve it into something even more impactful. We're working on new ideas and starting conversations with partners who could be the right fit to grow this vision with us, people and organisations who understand the value of connection, culture, and community. This next chapter feels expansive, and we can’t wait to see where it leads. What are you holding onto that might be holding you back? Where might your work be nudging you to evolve? Bisous, Winy What I’m listening to: If you haven’t listened to her story yet, I highly recommend diving into our Season 2 opener — it’s packed with gems. Our guest, Babba Rivera, is the definition of building with intention. The daughter of Chilean immigrants raised in Sweden, she’s now a mother of four and the powerhouse founder of Ceremonia , a clean haircare brand rooted in her Latinx heritage. Since launching in 2020, she’s raised $11.5 million in funding and is boldly redefining what leadership and legacy look like. Get to know Babba and her incredible journey in the season opener of The Impactful Conversations Effect podcast is available here . Art that is inspiring my creativity: I've been deeply inspired by Yves Dana 's sculptures lately, I discovered his work when my friend Roderick shared his latest exhibition on his Instagram. His exhibition, Citadelle , at Waddington Custot in London, showcases evocative stone and mixed-media works that blend ancient forms with modern minimalism. The way Dana explores timeless themes through texture and form resonates deeply with me. If you're in London or planning to, the exhibition runs until 10 April 2025 and it’s a must see! As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative, is here to help! Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

Six years ago when we first met her, Babba Rivera was the founder of byBabba, a marketing agency helping brands make meaningful connections. Today, she’s the founder and CEO of Ceremonia, a clean haircare brand celebrating her Latinx heritage. Babba has raised millions in venture capital, making her one of the few women of Latin descent in the U.S. to achieve this milestone. In this season opener, Babba shares her journey of growth, resilience, and transformation. From navigating the unexpected twists of entrepreneurship to embracing the lessons that come with change, Babba’s story is a testament to the power of evolution — both personally and professionally. We talk about the courage it takes to pivot, the importance of leading with authenticity, and why sometimes the best-laid plans are the ones that never happen. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In our season finale, we spoke with Lindsey Tramuta, an acclaimed American journalist and author based in Paris. Known for her insightful works The New Paris and The New Parisienne, Lindsey shares her journey of moving to Paris, her evolution as a writer, and her observations on the cultural contrasts between French and American women. Join us as we explore Lindsey's experiences shaping her unique perspective on life abroad and her approach to storytelling that challenges traditional narratives. It's a conversation filled with inspiration, cultural insight, and a celebration of what it means to reimagine a city, a career, and a life. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In this episode, we delve into the concept of Environmental Intelligence (E.I.) with expert Nora Gherbi. As an advisor, author, and sought-after speaker, Nora has pioneered the integration of E.I. into governance, strategy, and regenerative business development. We explore her transformative journey from economic diplomacy to founding WhoCares, where she blends E.I. principles, Indigenous wisdom, and caring practices to drive impactful change. Why does Environmental Intelligence matter in today’s world, and how can it shape a better future for businesses and communities? Nora breaks it all down with clarity, passion, and actionable insights. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In today’s episode, we’re joined by Lea Durante, a Family Nurse Practitioner turned Integrative Life Coach, who is on a mission to help people achieve vibrant wellbeing through cutting-edge, science-based practices. With over 50,000 patient encounters under her belt, Lea realized the limitations of traditional healthcare and shifted her focus to holistic coaching. She now combines nervous system regulation, subconscious reprogramming, and neuroplasticity to help her clients navigate stress, recover from burnout, and find clarity and peace in uncertain times. Lea shares actionable tools and insights that empower you to take control of your wellbeing. Whether you're struggling with stress, burnout, or simply seeking a more balanced life, this episode offers a refreshing perspective on how to thrive even in the most challenging moments This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In this episode, we sit down with David Daniels IV, Founder of DD4 Consulting and an expert in Talent Acquisition and Diversity, Equity, and Inclusion (DEI). With over a decade of experience in the startup world in New York City and San Francisco, David has successfully placed over 250 hires in tech sectors including edtech, fintech, and adtech. We dive into the current state of DEI in the US, David’s practical advice for leaders seeking to create more inclusive workplaces, and how the wisdom of his grandmother continues to shape his approach to business and life. Tune in for an insightful conversation on the power of connection and the future of DEI. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In this episode, hosts Winy Bernard Bertin and Ashley Rudolph sit down with Amanda Hazer, a former athlete turned consultant and coach, who specializes in guiding female athletes through the often-challenging transition to post-athletic careers. With a background in neuroscience and an MBA in innovation and product development, Amanda brings over a decade of experience in the healthcare industry to her current role as Founder of Amanda Hazer Consulting. We explore the unique challenges female athletes face when shifting to new career paths, discuss the impact of the gender pay gap on long-term career prospects, and dive into Amanda’s work with the GOAT, Serena Williams, at Serena Ventures. Amanda shares her insights on how athletes can leverage their skills in leadership, cross-functional communication, and change management to thrive in their next chapter. Tune in for an inspiring conversation on resilience, reinvention, and the power of the pivot. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…

In the season opener of The Impactful Conversations Effect podcast, hosts Ashley Rudolph and Winy Bernard Bertin share the motivation behind their new venture and reflect on their personal journeys. They dive into the pivotal conversations that shaped their paths and brought them to this moment. This engaging and insightful discussion will leave you eager for the episodes to come, featuring a diverse lineup of inspiring guests who will no doubt spark inspiration in your own journey. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com…