How Leaders Lead with David Novak #264: Bracken Darrell, CEO of VF Corporation – Good design can make anything better
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Nov 6, 2025 
Bracken Darrell, CEO of VF Corporation, has turned around iconic brands like Old Spice and Logitech. In this engaging discussion, he explores how design can elevate not just products but entire cultures. Bracken shares his philosophy on leadership, emphasizing the importance of constant growth and open feedback. He reveals the unique strategies behind revitalizing brands like The North Face and Vans, and even touches on his own childhood lessons. Plus, he discusses the role of AI in shaping the future of leadership and customer experience.
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Be Explicit With Feedback And Board Work
- Give more explicit, timely feedback instead of relying on intuition alone.
- Spend deliberate time with your board so they feel informed and take ownership of decisions.
Old Spice Turnaround Playbook
- At Old Spice Bracken synchronized pricing, product, cost cuts and advertising to reverse decline.
- A simple, convincing ad plus product and price changes doubled market share and then doubled again.
Design Applies To Processes And People
- People across roles want their work to be designed around users and to grow personally.
- Designing internal processes and services matters as much as product design.
