Gabriel Cohen
Watch the Video ↑
Listen to the Audio Version ↓
From Logos to Legacies, A New Era of Branding with Gabriel Cohen Ep 178 - The Global Discussion
We welcome Gabriel Cohen, Chief Marketing Officer of Monigle, to The Global Discussion on this episode with Host Simon Hodgkins. Gabriel discusses the intricacies of brand consultancy in today's digital age. With a background of cultural and professional experiences, he offers invaluable insights into the evolution of branding and its critical role in shaping business futures.
A Journey Shaped by Diversity
Gabriel Cohen's narrative is as captivating as it is instructive. Born in Brazil and boasting an English accent polished over two and a half decades in the UK, Cohen embodies a global citizen's spirit. His odyssey took him from business school in the U.S. to the echelons of the world's largest brand consulting firms, eventually leading him to Monigle, based in Denver. This journey is not just about geographical locations; it's a testament to Cohen's immersive experience in the global branding arena.
Monigle: Redefining Brand Experience
Monigle is a service provider and thought leader at the forefront of brand consultancy, redefining the essence of brand experiences. Gabriel's role as CMO encompasses a visionary approach to embedding brand ethos into every facet of business operations. Monigle's philosophy, deeply ingrained in Cohen's strategy, moves beyond logos and colors to position brands as integral elements of business strategy and cultural identity.
The Brand Evolution: A Three-Wave Phenomenon
Cohen eloquently outlines branding's metamorphosis through three significant waves, from identification and positioning to the digital revolution's impact. This evolution signifies a shift towards viewing brands as living entities that guide business strategies, embody cultural values and drive customer engagement. Gabriel's analysis charts the history of branding and highlights its future trajectory, emphasizing the importance of adaptability and innovation.
The Synergy of Brand and Business Performance
A recurring theme in Gabriel's discussion is the symbiotic relationship between brand investment and business performance. In a landscape dominated by performance marketing, Cohen stresses the importance of nurturing the brand essence — likening it to watering a tree to bear fruit in the future. This long-term perspective is crucial in distinguishing brands in a cluttered marketplace, underscoring brand equity's strategic value as a sustainable growth driver.
Embracing AI: The Next Frontier in Branding
The advent of AI presents both challenges and opportunities for brand consultants. Gabriel views AI pragmatically, recognizing its potential to revolutionize business models and enhance operational efficiencies. Yet he remains steadfast in his belief that the core principles of branding—understanding customer behavior and building meaningful connections—remain unchanged. As Cohen sees it, the future belongs to those who can harness AI to amplify these fundamental values, not replace them.
Looking Ahead: Monigle's Strategic Vision
Monigle's response to the evolving branding landscape involves diversifying its expertise and embracing global partnerships. Cohen outlines the firm's focus areas, including culture engagement, experience design, and business transformation, all aimed at leveraging brand equity to drive business innovation. This strategic expansion, coupled with Monigle's inclusion in a global network of independent agencies, positions the firm to meet the demands of an increasingly interconnected world.
Final Thoughts: The Role of the CMO in a Changing World
Cohen's reflections on the CMO's role underscore the complexity and dynamism of marketing leadership today. His vision for marketing leadership is not about accumulating tasks but defining and delivering value that propels the organization forward.
Follow The Global Discussion on LinkedIn, YouTube, Spotify, and more! Stay tuned for more inspiring stories from Creatives, Leaders, and Thinkers on The Global Discussion.
About The Global Discussion
The podcast features carefully curated guests from an exciting cross-section of creatives, leaders, and thinkers. New episodes are available on Apple, Google, and Spotify podcasts and several leading podcast platforms. You can listen to and watch the episodes on our dedicated YouTube channel and the website.
To learn more about The Global Discussion, please visit:
https://www.theglobaldiscussion.com
Audio
Spotify: https://open.spotify.com/show/3QdMqfzyvca6EVlEJ80I4n
Google: https://podcasts.google.com/search/TheGlobalDiscussion
Apple: https://podcasts.apple.com/ie/podcast/the-global-discussion/id1668702566
Video
YouTube: https://www.youtube.com/@theglobaldiscussion
Website: https://www.theglobaldiscussion.com
Follow us on Social Media
LinkedIn: https://www.linkedin.com/company/theglobaldiscussion
Others: X, Instagram, and Facebook