In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Fiona Davis sits down with Andrew Smith, Senior Director of Brand at Vinted, to unpack why radical honesty and not polished purpose statements are the real engine of modern brand growth. Andrew shares lessons from leading marketing at Booking.com, VanMoof, and now Europe’s fastest-growing secondhand marketplace, revealing how functional truth creates authentic distinction, sharper creative work, and deeper trust. From navigating AI-generated content to scaling globally without compromising authenticity, this conversation provides practical, grounded frameworks to help marketers build brands that resonate with consumers and hence endure.Topics Covered: How to identify your brand's functional truth before building a creative narrativeWhy utility-driven positioning is not unsexy; it's the most powerful competitive moatThe performance paradox: How constraints and mandatory brand elements actually unlock creative freedomHow to balance AI-driven efficiency with long-term brand distinctivenessWhy transparency and proof-of-impact matter more than purpose promises How to maintain authenticity and cultural relevance while scaling globallyThe leadership skill senior marketers must develop next Andrew Smith is Senior Director of Brand at Vinted, Europe's leading secondhand marketplace platform, where he leads a talented team overseeing brand positioning, messaging strategy, product marketing, creative production, and campaign operations. With over 20 years of experience spanning creative agencies, consulting, global tech companies (including Booking.com), and scaling ventures (including VanMoof), Smith has built deep expertise in bridging creativity, data, and technology to drive measurable brand and business impact.If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here.Support the show

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related