Ladeja: Kaj imata skupnega Burberry in Apple? Angleo Ahrendt - žensko, ki vodi s kreativno drznostjo, razumevanjem zgodb blagovnih znamk in medijev

torek, 29. oktober 2013

Kaj imata skupnega Burberry in Apple? Angleo Ahrendt - žensko, ki vodi s kreativno drznostjo, razumevanjem zgodb blagovnih znamk in medijev

Menjave v vodstvih multinacionalk vedno dvignejo prah. A v primeru Appla, ki je na položaj "senior vice president for retail" imenoval Angelo Ahrendt, ki je v tandemu s kreativnim direktorjem Christopherjem Baileyem naredila pravi čudež s tradicionalno blagovno znamko Burrbery, gre za več kot le kadrovski premik. Ahrendtova pooseblja nov način vodenja. Je živ dokaz, da "design thinking" deluje in zmaguje. (Povezan članek je objavljen v knjigi Media&Change - glej http://www.giacomellimedia.com/News/Media_Change_book/)

Ahrendtova v "Burberryevi dobi"

Burrbery, blagovna znamka z več kot 150 letno tradicijo je pod njeno taktirko na novo zadihala in je danes zgled sodobne, žive, vključujoče znamke, ki ohranja svoj osnovni DNA pri tem pa komunicira s svojimi javnostmi bolje kot marsikateri medij. Ahrendtova je kot CEO Burrberya nad poslovne funkcije umestila kreativne. Christopher Bailey je s svojo ekipo imel mandat za narekovanje razvoja znamke, za njeno umeščanje v sodobno okolje, za komuniciranje na času in prostoru primerne načine. Flagship v Londonu, trgovina, ki je pravo prizorišče za izkušanje znamke v vseh njenih pojavnostih, odprt aprila 2013, predstavlja edinstveno točko srečevanj, soustvarjanj, dogajanj, občutenj, vključevanj in šele
na koncu nakupovanj. Slednje sploh ni osrednje. Burrbery na Regent Streetu v Londonu je prostor, kjer je vsakdo dobrodošel in je hkrati globalen medij.
Kaj je imel v mislih Apple, ko je Ahrendtovo prepričal, da se pridruži vodstveni ekipi? Kako mu je to uspelo in kaj bo Ahrendtova prinesla tej družbi, ko se ji bo julija 2014 priključila? Neposredno odgovorna bo CEO-ju Timu Cooku. Že to je zgovorno. Njena naloga bo sorodna kot pri Burrberyu - vključevati. Vključevati uporabnike, jih razumeti, se jim prilagajati, soustvarjati skupaj z njimi. Ne ustvarjati za njih, temveč z njimi. Kreirati fizične prostore, ki bodo to podpirali in komunicirati globalno na način, ki je vsak dan vključujoč, povezujoč.
Če je to napoved novega načina vodenja, razvoja, poslovanja, se lahko veselimo in radovedno pričakujemo nove zgodbe.

Ladeja:)

Rada se zbudim v vsak nov dan. Srečujem zanimive ljudi, prepoznavam priložnosti. Predstavljam tiste, ki me navdihujejo. Povežite se, sodelujte, soustvarjajte. Prepletajmo male zgodbe. Iz njih laho stkemo velike spremembe.

MSc Ladeja Godina Košir promotes new understanding, developing and managing of change in the field of Innovation, Communication and Branding. Focused on economical and social transformation of society she is co-working and co-creating with different stakeholders (entrepreneurs, NGO's, universities, multinational companies, government …) with ambition to empower new narrative that will support the social shift toward balanced society based on the principles of the circular economy. She challenges old business models, patterns and paradigms and acts as a mediator and integrator.

Ladeja has a bachelor's degree in economics and a master's in sociology. She is founder of Circular Change platform and co-founder of Giacomelli Media, Ltd. She is marketing expert with board knowledge and almost 20 years experience in strategic development of brands, translating business strategies into communication strategies and creating new business models. Strategic thinking, creative approach, storytelling knowledge and unique leadership are here strongest attributes.

She enjoys sharing her knowledge - she lectures at a number of universities' masters, leads workshops, moderates roundtables, contributes to professional meetings and congresses and advises company managers. She has been a member of different juries and program boards in the field of innovation and marketing and won several national and international awards for her creative work and for development of innovative business models.

Ladeja was executive creative director at Imelda Ogilvy and member of creative team at Studio Marketing J. Walter Thompson. In between she worked as an independent consultant. She was appointed Marketing and Sales Director at Delo, leading Slovenian news media company in 2010. She left Delo in 2013 to return to consultancy and joined Giacomelli media. In 2016 she established an international engagement platform for the circular economy - Circular Change.