MAC, Calvin Klein & Inkbox: Crafting Authentic Narratives for Powerhouse Brands ft. Woozae Kim

Even the biggest brands can’t do what they do without some help from advocates and influencers. In fact, companies like Inkbox, MAC, and Calvin Klein rely on them. Your goal as a brand builder should be for customers to celebrate and champion your brand – telling everyone how much they love you, to the point where it’s annoying. Once you’ve done that, you’ve reached the pinnacle of impactful marketing and branding.
Join us in this episode of Building Brand Advocacy, where Paul speaks with Woozae Kim, a disruptive brand builder & storyteller who has made waves in the brand advocacy space. Previously, he was the Chief Marketing Officer at Inkbox; Senior Vice President of Global Brand Marketing at Calvin Klein; Vice President of Global Consumer Marketing & Artist Relations at MAC; and the Director of Strategic Marketing & Brand Integration at Virgin Mobile USA.
Together, they delve into how Inkbox managed to reposition and shift the customer’s mindset; how to build a marketing strategy around word-of-mouth; why brand advocacy is one of the guiding philosophies for Woozae’s marketing career; and whether or not you need to control the brand narrative.

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