SAP x Tim Hoppin: Evolving Creative Culture

An episode of the Brand Collective podcast, hosted by Smartsheet, titled "SAP x Tim Hoppin: Evolving Creative Culture" was published on September 16, 2024 and runs 42 minutes.

September 16, 2024 ·42m · Brand Collective

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Episode Description

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.

Key Takeaways:

We chat about the vulnerability of being creative.
We explore brand strategy and why branding is more than just the messaging and the visuals.
Tim details how creating a safe space for criticism elevates creative culture.

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