Putting Brand in the Boardroom: with EDP's Catarina Barradas

SUMMARYIn this episode, Catarina Barradas, Global Brand Director at EDP joins host Laura Jones, Global CEO of BAV Group, and reveals how brand  can drive core business transformation. With a background spanning engineering and film, Barradas led a comprehensive rebranding that engaged 2,500 stakeholders and resulted in the "We Choose Earth" brand signature after EDP announced plans to be net zero by 2040, She shares her "walk the talk" methodology and a framework for elevating brand from communication function to business transformation catalyst in a rapidly changing industry.LINKSLaura Jones: https://www.linkedin.com/in/lapjones/   BAV Group: https://www.bavgroup.comCatarina Barradas: https://www.linkedin.com/in/catarina-barradas-19201221c/EDP: https://www.edp.com/enEDP ESG Ratings: https://www.edp.com/en/responsible-action/transparency-and-reports/esg-ratingsWorld Energy Outlook: https://www.iea.org/reports/world-energy-outlook-2024EDP Rebrand: https://www.pentagram.com/work/edpInstitute for Real Growth: https://instituteforrealgrowth.comTAKEAWAYSBrand strategy can drive business transformation, not just reflect it Strategic rebranding requires aligning business goals, internal purpose, and external positioningLeading with an inside-out approach builds stronger employee advocacy and brand authenticity "Walk the talk" by implementing projects first, then telling their stories to avoid greenwashing Adapt global brand strategy to local market needs while maintaining consistency Translate industry jargon into simple messages focusing on tangible benefits for stakeholders Geopolitical awareness allows brands to pivot strategies while keeping core purpose intact Cross-functional collaboration ensures brand storytelling remains authentic and impactful Building board-level support requires demonstrating brand's role in business performance Continuous evolution of brand narratives is essential as stakeholder priorities shiftCHAPTERS00:00 Unpacking the Myth of Brand Strategy02:48 Catarina’s Unique Journey to Brand Leadership05:44 The Connection Between Brand and Business Strategy08:37 The Rebranding Process at EDP11:41 Adapting Brand Strategy to Diverse Markets14:40 Transforming Brand into Business Driver19:51 Navigating Challenges and Skepticism24:47 Evolving the Brand in a Changing Landscape29:35 Advice for CMOs on Elevating Brand StrategyOpinion Party: the marketing podcastFor season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.Season 2 of Opinion Party: the marketing podcast is brought to you by: BAV Group, the world’s leading authority on data-driven branding.™️Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.Learn more at https://www.bavgroup.comInstitute for Real GrowthWe inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.Learn more at: https://instituteforrealgrowth.com CREDITSHost & Executive Producer: Laura JonesExecutive Producer: Ketzirah LesserProduction & Still Photography: Bronac McNeill Photography & FilmCo-director, Camera, Sound, Edit: Natalie BarrassPhotos © Bronac McNeil Photography & Film