#22. From transforming a brand to transforming a culture with Guillem Gallego from Desigual. 🇺🇸 lg.

How about being a global fashion retailer and introducing a four day work week in the middle of the Pandemic? Not the first thing you would do? Well, check out the story of Desigual who just did this bold move.
In todays episode I had the chance to reconnect with Guillem Gallego, CMO of Desigual. Guillem has many stories to share, from introducing the NFL to an European audience, to rocking at Nike and to become the Marketing leader of one of the most recognised Spanish brands. We talked about the transformation of a brand, of products and the culture of an organisation, which for Desigual even ended up in a four day work week.

Some things I have learned in our session:
➡️ If you want to become a leading brand - you have to lead.
➡️ Change hurts. Transformation comes with difficult decisions like killing profitable products which are not on brand or moving to a four day week.
➡️ Having a bold visionary in a company helps a lot - especially if it is the owner.

✍️ Enjoy todays episode, subscribe us, rate us and make sure to drink and learn with people around you.

More infos about Desigual:
http://desigual.com

Show notes:
3:25 Drink of the day.
5:50 How Guillem became Guillem.
12:01 Finding my way to Desigual.
20:30 Transforming a brand.
25:40 Brand is not just a marketing conversation.
29:00 The next step: 4 day week.
42:25 Thinking sustainability.
45:44 The network question.