Connecting Brand to Growth with Ariadna Navarro

Jul 31, 2023

Ariadna Navarro, Chief Growth Officer at VSA Partners, shares insights on connecting brand strategy to growth. They discuss viewing brand as a business asset, the P to P to E approach, and the importance of design in B2B experiences. They also highlight an IKEA ad that uses travel time as payment.

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Introduction

00:00 • 3min

The Connection Between Brand and Business Growth

02:40 • 9min

Understanding the Value Exchange and Brand Audience

11:31 • 5min

The Importance of Design and Brand Connection

16:57 • 15min

A Genius Idea from a Brand

32:19 • 2min

Analyzing Brand Strategy and Imagining Conversations

33:51 • 2min

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 …

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