Unseen Unknown - 3: Women, Beauty, Money and Motherhood

3: Women, Beauty, Money and Motherhood

12/07/19 • 46 min

Influencer-led beauty veteran Ria Muljadi gets deep with us about the current role of a women’s brand, what it means to have a realization about yourself through a brand experience, the personal impact of reconsidering your national identity, and how burnout is the new cause.

“When this conversation started, it was almost like a floodgate. People felt it but never knew what it was until somebody said it.“

Ria is the CFO of Em Cosmetics, and formerly Head of Finance for Ipsy. She has the unique perspective of being someone who literally helped build the modern influencer-first beauty industry, but also seeing it more objectively from a non-branding role.

Check out our website for more brand strategy thinking, and come connect with us on Twitter, Instagram and LinkedIn.

“When this conversation started, it was almost like a floodgate. People felt it but never knew what it was until somebody said it.“

Check out our website for more brand strategy thinking, and come connect with us on Twitter, Instagram and LinkedIn.

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2: Where Identity Meets Behavior

We speak with luxury branding expert Ana Andjelic about the imagined communities that form around identity brands, the importance of hacking subculture over hacking growth, and the gendered stories that tap into our collective psyche.

“Brands now create a sense of belonging to a specific community which is imagined, because we don’t know those people, we just know we like similar things and we share the same values.”

Ana is the former Chief Brand Officer for Rebecca Minkoff, former SVP and Global Strategy Director for Havas’ LuxHub, and currently serves as an Executive Brand Consultant for companies like David Yurman and Mansur Gavriel.

She’s also a Doctor of Sociology, prolific writer on all things retail, consumer behavior, branding and strategy.

Read all of Ana’s writing: http://www.andjelicaaa.com/

Read the article we discussed where Ana describes the value of hacking culture: https://medium.com/@andjelicaaa/hacking-culture-hacking-growth-a0cbf22917cf

Check out our website for more brand strategy thinking, and come connect with us on Twitter, Instagram and LinkedIn.

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4: Look To The Future To Understand The Present

We’re used to looking at history in order to understand the present, but what happens when we look to the future? In this house episode we conduct ‘100 Year Thought Experiments’ - a simple mental device for brand strategists - to better understand the current cultural mechanics of health, careers, environmentalism and food.

“When the definition of something changes, the stigma around it changes, too.“

In all of these areas, definitions are starting to change. Our words and language, our perceptions and beliefs are shifting in exciting new ways that are more readily revealed when we look to the future first.

Links to interesting things mentioned in this episode: