BONDS on doing "Iconic Sh*t"

How do you market a brand that serves everyone, from newborn babies to centenarians, sells through supermarkets and department stores alike, and already has an average of 12 products in every Australian household? In this episode of The CMO Show, we sit down with Kedda Ghazarian, Head of Marketing at BONDS, to explore the unique challenge of growing one of Australia's most iconic brands. After spending more than a decade with the business, Kedda shares how BONDS continues to stay relevant across generations while maintaining the humour, accessibility and cultural connection that have made it a household name. The conversation dives into the viral "Made for Down Under" campaign featuring Robert Irwin and how a simple Australian insight helped introduce BONDS to the US market. Kedda explains why taking the brand into a market where nobody knows you forced the team to strip away the complexity and focus on the few truths that make BONDS unmistakably Australian. Along the way, she shares the lessons she's learned leading a brand that spans countless customer segments, product categories and retail channels, why her team lives by the mantra "Do iconic sh*t", and how marketers can balance creativity, commercial growth and cultural relevance in an increasingly fragmented landscape. For marketers grappling with broad audiences, brand evolution and the challenge of standing out, this episode is a masterclass in brand building. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au