SAP x Tim Hoppin: Evolving Creative Culture

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.