In this engaging conversation, Tim Hoppin, Chief Brand and Creative Officer at SAP, discusses the importance of emotional connection in branding, his leadership philosophy, and the evolving role of storytelling in a world increasingly influenced by AI. He emphasizes the need for brands to understand their purpose and the value they create, while also addressing the significance of specificity in storytelling. The discussion highlights the balance between creativity and business objectives, and the necessity for brands to adapt in a changing economic landscape.TakeawaysEmotional connection is crucial in branding.Leadership should focus on empowering teams.Frameworks can guide career and brand development.Brand relevance is more important than ever.AI will impact creativity but cannot replace human touch.Storytelling is essential for effective branding.Purpose should align with value creation.Defining the target audience is key to brand strategy.Specificity in storytelling enhances relatability.Brands must adapt to remain competitive.Chapters00:00 Introduction and Setting the Stage04:27 Emotional Connection in Branding07:22 Leadership Philosophy and Team Dynamics10:15 Frameworks for Career and Brand Development12:08 The Relevance of Brand in Today's Economy15:07 The Role of AI in Creative Industries18:53 Storytelling as a Core Brand Strategy24:46 Purpose and Authenticity in Branding27:59 Purpose-Driven Branding29:33 Value Creation vs. Value Extraction32:12 Emotional Resonance in Branding34:10 Defining Your Brand's Target Audience36:57 The Power of Specific Storytelling39:12 Building Strong Emotional Connections41:32 Brand Evolution and Future Directions

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