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Remi Carlioz, PUMA’s Global Head of Consumer Communications, goes 1-on-1 with Adam Ostrow, Mashable’s Chief Strategy Officer, for “17 minutes of honesty.”
Ostrow starts off the conversation with a thought-provoking question: How important is it for brands to be about more than products?
“People remember brands for the way they behave and help us behave,” Carlioz responds. “Brands are all about values. We lend the strength of our business to the underdogs, the underdog in ourselves."
Carlioz stresses an important lesson: approach your brand and your business persona with the same core values you embody outside of the workplace. “I try to behave as a brand the way I behave in my personal life,” he says. Carlioz categorically rejects “it’s just business," the common excuse for pursuing business success at the expense of core values.
Carlioz leaves us with a challenge: always question the status quo.
"It's easy to be brave and change things," he says. "You can change things 10 times a day by questioning common wisdom."
Written by Judah Levine, Manager, Social.Content, DigitasLBi.