Connecting Brand to Growth with Ariadna Navarro

On Brand with Nick Westergaard

Ariadna Navarro is the Chief Growth Officer and Chief Strategy Officer at VSA Partners where she and her team help clients of all shapes and sizes—from blue chips to B2B to startups. We discussed all of this and more this week on the On Brand podcast.

About Ariadna Navarro

Ariadna Navarro is the Chief Growth Officer and Chief Strategy Officer at VSA Partners, an agency that designs for a better experience. VSA Partners works with a wide range of businesses, from blue chip companies like IBM, AT&T, and Google; to B2B brands like Cargill, Curia, and Ever.AG; to startup disruptors like Black Telehealth and Robinhood. Ariadna helps clients identify and unlock growth potential by connecting business strategy to brand and experience strategy to relentlessly and cohesively deploy a company’s ambition.

Episode Highlights

Fluff vs. business asset. Ari began our conversation by sharing that VSA takes a different view of brand. “We see brand as a business asset. Some think it's just advertising—brand as fluff.”

“Technology has enabled brands not to think a lot,” Ari added. “Because you can A/B test everything.” However, she cautions, we need to remember the consumer and not get carried away. “Less not more.”

P to P to E. Ari also shared the VSA approach to defining a brand's goals. “We think of it in terms of P to P to E—Promise to Performance to Experience.”

What brand has made Ariadna smile recently? Ari shared an engaging new IKEA campaign factoring in your “travel time” to the store.

To learn more, check out the VSA Partners website.

As We Wrap …

• Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
• Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.
• Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
• On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

Learn more about your ad choices. Visit megaphone.fm/adchoices