EP36 - WHAT MAKES A BRAND ICONIC & LEADERSHIP IN ASIA: Interview with Luciana Cani - a podcast by Andrew Tran

from 2021-04-13T00:00

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My next guest is Luciana Cani, she is a creative with over 23 years of experience in four different continents. Currently she is the Executive Creative Director at Saatchi & Saatchi Tokyo.


And before moving to Japan, Luciana has worked at Leo Burnett, both in Chicago and Lisbon and at some of the biggest agencies in her native São Paulo.


During her career she was awarded “Best Creative Director” by the Creative Club of Portugal on three different occasions. And was also featured as one of the top 18 Executive Creative Directors in the U.S. by Adweek 100 Creative list in 2017.


As a side project, Luciana wrote and illustrated a children’s book that is now part of the Portuguese National Reading Plan.


Chapters of the interview



  • 0:00 - Intro

  • 5:21 - What makes a brand iconic?

  • 8:07 - How Nike has evolved their branding over time

  • 9:03 - Brands become iconic over time by adding depth and character in their brand

  • 9:36 - Favourite brand Luciana had worked for in the past? (Travel)

  • 11:44 - What brands in Tourism and Travel should be focussing on? (Marketing / Communication)

  • 16:33 - Leadership in Asia

  • 17:11 - What leadership tactics have worked communicating across cultures around the world?

  • 21:40 - Leadership difference between the East and West

  • 25:57 - Advice for creative directors articulating / identifying the actual creative problem to solve


Addition links for Luciana Cani





About Andrew Tran Digital


Andrew Tran (AT) Digital is an independent marketing consultant, strategist and podcaster partnering with brands to navigate the challenges in their market in order to perform better, realise their brand’s purpose and develop value to their customers.


For more information, please visit the website - https://www.andrewtran.asia/pov or connect on LinkedIn - https://www.linkedin.com/in/andrewtrandigital/


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