Brand has never been more critical.
At a time when technology has given companies an unprecedented degree of influence on people’s lives, brand keeps the humanity in focus. The North Star that ensures that influence is wielded responsibly.
“The 21CB team bring brands to life with unlimited humanity. Be prepared for an explosion of creativity.”
Joe Gebbia, Co-Founder, Airbnb
21st Century Brands are:
Purpose-led ensuring their scale is ultimately to the benefit of the communities they serve.
Community-driven with aligned incentives across customers, investors & employees.
Technology-enabled by a world class data-driven product that scales globally.
Narrative-based to unify all stakeholders with one shared story across all touchpoints.
“21CB’s superpower has been their ability to become genuinely convicted about the role our brand should play in shaping society. Their skill in harnessing that conviction and inspiring our leadership to aim even higher is truly extraordinary.”
Evan Sharp, Co-Founder, Pinterest
Brand Ambitious Leaders. We work with the world’s most ambitious leaders who aspire for their brand to play a positive cultural role and are committed to a legacy that serves humanity for good.
Steeped in theory, bloodied by practice.
Building a 21st century brand requires diversity of disciplines and perspectives. We’ve assembled a team of the world’s best left and right brain thinkers: CMOs, Strategists, Data-Geeks, Storytellers. They know what it takes because they’ve built some of the world’s best brands from the inside and out.
Jonathan MildenhallCo-Founder and CEO
A working class lad from the North of England.
Lucky enough to work for some of the greatest ad agencies on the planet.
Dusted down the creative (and commercial) fortunes of Coca-Cola by ‘opening happiness’ in Atlanta.
Somehow got to be the CMO of Airbnb and invited the world to ‘belong anywhere’.
I love Whitney. Talking bad about her means that you and I will have a VERY short relationship.
Alex DimizianiGlobal Managing Partner
Lived in the US, Central Africa, Europe. Speaks a handful of languages. Swears she is not CIA.
Used to confess to a promiscuous professional path, then learned the term ‘lattice career’. Now exalts benefits of a ‘lattice career’.
Has loved driving brand love - and value - of influential brands like The Economist, National Geographic, Ralph Lauren, Coca-Cola, Airbnb.
Greatest professional challenge ever was improving health behaviors of vulnerable populations in post war countries.
Neil BarrieGlobal Managing Partner
Failed Rock Star: graced the stages of London, Paris and Leicester.
Led brand strategy work for the likes of Airbnb, Netflix, Pinterest, Disney and Johnson & Johnson.
(Ad)venturing background at Zag, the ventures arm of BBH partnering with finance, media and entertainment disruptors.
Commercially Creative: during both my years as CSO of Chiat Day LA the agency achieved the joint highest ranking global Effie.
“21CB's deeply hands-on approach is equal parts rigorous and energizing for all involved, and they've become an integral extension of the Thrive team — they’re the first call I make for our marketing decisions!”
Arianna Huffington, Founder & CEO, Thrive Global
Our Partnership Promise. We know that building an iconic brand is a significant investment of time and dollars. We design our partnership process to be a journey of growth for all parties, putting the fingerprints of your cross-discipline teams all over the work.
Our five strategic verticals offer a holistic and rigorous approach to building and maintaining a 21st Century brand.
1. Company Purpose & Values
What it is
The highest expression of the company’s mission in people’s lives and society and the guiding principles for how the purpose is achieved. Together, the mission & values unify the company in purpose and set expectations for company culture. This should be as inspirational as it is directive.
Why it matters
This is the company’s North Star. It is the rallying cry that compels employees and gives their work meaning, leaving them feeling engaged and fulfilled. The Company Mission & Values guide all decision-making, anchor the public and investor narrative and if embraced properly are a powerful tool for orienting priorities and performance in support of the mission.
2. Brand BluePrint
What it is
Articulates what the brand aspires to stand for in the hearts and minds of consumers and its communities. Brings clarity and structure to the brand’s market positioning, product benefits, community needs and defined archetype.
Why it matters
This is the foundation on which the brand is built. It informs all product and marketing strategy and brings focus and intentionality to product and marketing investment. The Brand BluePrint is a universal reference that helps bring the brand to life with consistency across every facet of the company.
3. Go-to-Market Planning
What it is
A 12-18 month ‘Marketing Roadmap’ that outlines the key marketing goals, performance indicators, audiences and activities across owned, earned and paid channels, mapped against product and cultural milestones.
Why it matters
This is the carefully crafted plan for propelling the brand into cultural relevance. It is actionable, measurable and creates a 12-18 month runway for scaling the brand with proper investment planning.
4. Marketing Org Design
What it is
A thorough capability assessment designed to uncover needed talent, wasteful duplication and sort roles across disciplines and geographies to identify opportunities for improved integration and collaboration.
Why it matters
This is the architecture for a for a 21st Century marketing team. It helps build an organization that is optimized for effectiveness, efficient growth and maximum productivity.
5. Outsourcing Agency Management
What it is
A comprehensive approach to curating the ideal roster of external marketing service partners including: advertising, design, media, content, social, experiential, PR and product marketing. This strategic vertical includes overseeing the pitch process, procurement and client/agency relationship management.
Why it matters
This is the peace of mind knowing the brand is always getting the best work from the best partners at the best price.
Discussing the Undiscussable.
Brands are made of flesh and blood more than bricks and bytes. We’re experienced in the art of bringing everyone to center for the tough conversations to reconcile the tensions and collectively vanquish the blockers to growth.
“21CB did more than just help us revisit our mission, values and brand —they inspired us along the way.”
Ben Silbermann, CEO Pinterest
We are what we preach. Our practice and process is built on our four values.
Ambush with Humanity
We go out of our way to create a safe space for people to be vulnerable, creative and challenging. To be themselves, not who they think they ‘should’ be.
Diversity and Harmony
We embrace all forms of diversity from ethnicity to experience. The process of building harmony can be messy but the results are powerful and more than worth it.
Commercial Creativity
We see creativity as a mindset not a discipline. The art is in using it to create real value, with the entire company as our canvas.
Purposeful Growth
Commerce is predicated on growth but not all that grows is good. We pursue growth that is sustainable for people, the planet and profit.
We’re not for everyone,
but if something here sparks your interest please get in touch.
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