As a brand strategist, I ensure that true human needs and aspirations remain at the core of any brand’s purpose — and to guide that purpose to effective connections and actions in the real world.
Client Leader
Joe Konietzko
Having worked in senior capacities on the client, agency, and consultancy sides, I have a unique perspective on purpose from all seats at the table.
This has made me lucky enough to gain innovation and brand strategy experience that crosses categories, including a variety of challenges, from popular enthusiast brands, such as Absolut, Harley-Davidson, and MGM Resorts, to B2B industry stalwarts, such as Accenture, the United States Postal Service, and Starr Insurance, to smaller brands with big ambitions, like CDC Foundation, Feeding America, and Best Friends Animal Society.
—As a brand strategist, I ensure that true human needs and aspirations remain at the core of any brand’s purpose.
Most satisfying part of your work?
The most inspiring and satisfying part of my work is engaging with an organization’s people, at all levels and functions, to understand what drives them as a group and culture.
There is nothing quite as rewarding as helping a leadership team see the genuine nature and expertise of the organization they are building and how to articulate their purpose in ways that effectively bring it to life.
Favourite purposeful brand?
Unilever, a massive multi-national house of brands, stands out for its genuine commitment to doing good and doing better. They have built their business strategy on the understanding that a sustainable future is essential for their continued success, as well as the very existence of their future customers.
What makes Unilever’s efforts particularly impressive is that their products are often commonplace items, proving that every type of brand can drive extraordinary impact. This genuine dedication integrates responsibility into every aspect of their operations, demonstrating how a large corporation can leverage its scale to foster significant positive change in all the markets it serves.
