The Action Catalyst
Branding Queens, with Kim Rozdeba (Marketing, Promotions, Customer Relations, Olympics)
Tue, 06 Aug 2024 05:00:00 -0400
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Marketing, PR, and comms expert Kim Rozdeba shares insights from his book, “Branding Queens”, including what exactly a brand IS, the 5 C’s of branding, the paradox of expectation, the Oprah test, and why having your own personal brand might be a trap, plus, reminisces about carrying the Olympic torch in the ’88 games.
Full Episode
A brand isn't what it says or does, but how it makes its customers feel. It's a personal commitment from a brand to that person. They don't look at it and go, you're serving a million people. You're serving me.
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Today's guest is Kim Rozdeba, an expert and author with over three decades of experience in strategic planning, branding, and executing multi-million dollar advertising and marketing campaigns, PR, and corporate communications. Currently, Kim is the vice president of communications, public affairs, science and sustainability for Bayer.
His first book, Branding Queens, which is about 20 incredible women who built global brands, is out right now. Hi. Hello. So, you know, I'm in Nashville. Where are you? I'm in Calgary, Alberta, Canada. Oh, beautiful. My folks went to the Winter Olympics. They are back in... 88. Yes. Did I read correctly that you carried the torch at those games?
I was an escort runner. Yeah. So I was with it for four days. So there would be parts. So it got too dark and unsafe for having just regular people run with the torch. So we would have running groups or we would run with it. to make up some time. So if there was some time or some areas that were either difficult to run, steep hills, whatever, we would do that to keep the thing going.
So yes, the part I really enjoyed was I've got probably a wry sense of humor and Every once in a while, the torch would go out because the fuel that was fueling it in the actual torch would run out and then you'd have to refill it. And you'd see somebody and it's no longer lit. And I'm going, oh my God, what did you do? And they're going, I did nothing.
And I go, well, we're going to have to go back to Greece now. What are we going to do? And I said, do you have a light? Do you have a match? But yes, there would be horror. But there is the eternal flame that is with it. And it is encapsulated so it's protected. And that's where you light it from. So it comes from there all the time. So you don't take a match and light it.
I actually was living in Toronto at the time. So I actually ran it in Ontario in minus 15 temperatures. But I didn't realize how incredible it was an honor to actually be with the torch until my first evening that I was running in with the torchbearer. The torchbearer was beside me. And you run beside them just to make sure, again, we would always sort of tell them, don't rush it.
Enjoy this moment. Because people would just want to, you know, and we were tired because we've been running all day. It was to our advantage that they went slow. But when we came in this morning, older lady came running up to me and grabbed me and hugged me. And she said, God bless you. And that was my introduction to that whole week, four days of running with it.
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