SlideShare a Scribd company logo
3
Insights from
WendyClark
President, Sparkling Brands & Strategic
Marketing, Coca-Cola North America
BRAVERY,
UNDERESTIMATEDBELIEF
why
WILLFUELYOURBRAND
(ANDYOURCAREER)
AND
BEING
By Jeremy Katz,
Worldwide Editorial Director,
Ogilvy & Mather
WHYBRAVERY,BELIEFANDBEING
UNDERESTIMATEDWILLFUELYOUR
BRAND(ANDYOURCAREER)
Wendy Clark, President of Sparkling Brands and
Strategic Marketing, Coca-Cola North America,
departed from her usual main stage presentations
here at Cannes to deliver an inspiring masterclass
on leadership to an overflow crowd of young
(and young-at-heart) attendees. Her talk, called
“Bravery, Belief, and Being Underestimated,”
illustrated thee of her most cherished principles
with creative work and leadership advice.
WHYBRAVERY,BELIEFANDBEING
UNDERESTIMATEDWILLFUELYOUR
BRAND(ANDYOURCAREER)
Bravery“You can’t say ‘bravery’ inconsequentially,” said Clark
before demonstrating the principle in question with Coke
Zero’s Drinkable advertising campaign. The technically
complex work had many places to go awry, but Coke
Zero was brand (and prepared) enough to go forward.
To Clark, bravery is a crucial leadership principle
that drives one to disrupt the status quo. Leaders
manifest this trait by having a POV, stating that POV,
putting it into action, and doing so even with the
knowledge that it may be easier to do nothing.
1
WHYBRAVERY,BELIEFANDBEING
UNDERESTIMATEDWILLFUELYOUR
BRAND(ANDYOURCAREER)
Be
Underestimated“It is a gift to be underestimated,” Clark
believes. Being underestimated lowers
the threshold for success and, because
being underestimated is infuriating,
also lights one’s competitive fire.
2
WHYBRAVERY,BELIEFANDBEING
UNDERESTIMATEDWILLFUELYOUR
BRAND(ANDYOURCAREER)
BeliefBelief is one of the most powerful leadership tools.
Clark distinguishes between individual and collective
belief, and one depends on the other. Individual belief
is manifested through quiet, humble confidence. When
you have that confidence, you inspire it in others, thus
creating collective belief. Collective belief is “food for the
soul,” and Clark believes that nothing is more powerful.
Speaking of the power of the collective, Clark closed by
repeating a Coca-Cola axiom: “No one has the corner
on smarts. A great idea can come from anywhere.”
3

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How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions

  • 1. 3 Insights from WendyClark President, Sparkling Brands & Strategic Marketing, Coca-Cola North America BRAVERY, UNDERESTIMATEDBELIEF why WILLFUELYOURBRAND (ANDYOURCAREER) AND BEING By Jeremy Katz, Worldwide Editorial Director, Ogilvy & Mather
  • 2. WHYBRAVERY,BELIEFANDBEING UNDERESTIMATEDWILLFUELYOUR BRAND(ANDYOURCAREER) Wendy Clark, President of Sparkling Brands and Strategic Marketing, Coca-Cola North America, departed from her usual main stage presentations here at Cannes to deliver an inspiring masterclass on leadership to an overflow crowd of young (and young-at-heart) attendees. Her talk, called “Bravery, Belief, and Being Underestimated,” illustrated thee of her most cherished principles with creative work and leadership advice.
  • 3. WHYBRAVERY,BELIEFANDBEING UNDERESTIMATEDWILLFUELYOUR BRAND(ANDYOURCAREER) Bravery“You can’t say ‘bravery’ inconsequentially,” said Clark before demonstrating the principle in question with Coke Zero’s Drinkable advertising campaign. The technically complex work had many places to go awry, but Coke Zero was brand (and prepared) enough to go forward. To Clark, bravery is a crucial leadership principle that drives one to disrupt the status quo. Leaders manifest this trait by having a POV, stating that POV, putting it into action, and doing so even with the knowledge that it may be easier to do nothing. 1
  • 4. WHYBRAVERY,BELIEFANDBEING UNDERESTIMATEDWILLFUELYOUR BRAND(ANDYOURCAREER) Be Underestimated“It is a gift to be underestimated,” Clark believes. Being underestimated lowers the threshold for success and, because being underestimated is infuriating, also lights one’s competitive fire. 2
  • 5. WHYBRAVERY,BELIEFANDBEING UNDERESTIMATEDWILLFUELYOUR BRAND(ANDYOURCAREER) BeliefBelief is one of the most powerful leadership tools. Clark distinguishes between individual and collective belief, and one depends on the other. Individual belief is manifested through quiet, humble confidence. When you have that confidence, you inspire it in others, thus creating collective belief. Collective belief is “food for the soul,” and Clark believes that nothing is more powerful. Speaking of the power of the collective, Clark closed by repeating a Coca-Cola axiom: “No one has the corner on smarts. A great idea can come from anywhere.” 3