Success Stories: How to Build Your Brand

Arthur Ceria, founder and executive creative director of CreativeFeed, talks about how he creates brands for Chiquita, Sisley, and Microsoft--and himself.

Video Transcript

00:00 Arthur Ceria: I'm Arthur Ceria. I'm the founder of CreativeFeed. We are a strategic marketing company.

How do you create brands that resonate with the public?

00:10 Arthur: Products that are coming out need to be... Whether they need to be really genius and there are few and fewer coming out or they need to be relevant in the context in which they appear. So you can create relevancy in the context of the culture that it resides in or you can actually create currency around the product itself. But those needs to happen, otherwise it falls very, very flat. You have to really analyze what's happening in society and understand the context in which you are playing to make it relevant to the rest of the public. So what we try to do is analyze that, simplify, create an ecosystem in which afterwards the brand can live. And from there what we do is what we call "and create currency." And what we create is social currency, we create brand currency, and we create conversational currency. And that currency actually enables the brand to bring the value up of who they are and what they are doing with it.

What is key to creating a successful unified brand?

01:15 Arthur: Defining your voice so that you actually have a voice that has currency in the marketplace is crucial. The beliefs and actually the core of what you are, and that can become the voice of your brand, then certainly that articulated with what is happening in the context of society brings it to another level.

Have you found success using your own advice?

01:43 Arthur: We have launched two products and about to launch the third one. So we also act as people producing goods. During the financial crisis we created what we call "Squeeze the Banker." Squeeze the Banker were three dolls during the financial crisis, Obama were Paulson, Bernanke, and Greenspan. And it was a challenge to the team. I'm saying, "Okay, we're going to launch a product, use the word, the currency of what's happening in society, use social currency to actually implement that and distribute that." And it sold at Bloomingdales, Fox news, every news outlet possible, desk of Obama, and cover of the Wall Street Journal in less than 6 months. That was the first thing. The second thing is that we launched in collaboration with two partners, a newsletter called "Time to Sign Off." Those two products help us really to always be like on the lookout of how do you make it better and bring those learnings afterwards to clients, entrepreneurial clients, who understand this type of philosophy. Understand, "Okay we know what it means to have skin in the game."