Building Brands and New Categories
for Sustainable Missions
by IRINA GERRY
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What you'll discover
when watching Irina's story
- Startups should incorporate ‘marketing thinking’ early in the product formation process to align technology with consumer needs.
- The founder's narrative plays an important role in building trust and connecting with consumers, especially in the early stages of category creation.
- Marketing involves the early establishment of brand identity and the creation of new product categories for innovation and market positioning.
- Despite the rise of AI, human insight remains crucial in marketing, as understanding human behavior and decision-making is key to success.
- In the current digital landscape, content creation is vital, and tailoring content to specific audiences helps build brand recognition and engagement.
- Successful marketers possess intense curiosity and empathy, delving into the motivations and behaviors of individuals to craft effective campaigns.
- Marketing serves as a bridge between internal departments and will always encourage collaboration and effective communication with various teams.
Meet Irina Gerry - Chief Marketing Officer @ Change Foods
Irina Gerry is the Chief Marketing Officer at Change Foods, a pioneering food technology company that (re) creates real dairy foods by using the magic of microbes instead of animals.
Irina’s career showcases her diverse expertise in branding, executive leadership, and entrepreneurship. She has worked for notable brands like Proctor & Gamble and Danone.
At Change Foods, she leads the company’s marketing initiatives in establishing a new category. Irina advocates the use of updated and sustainable technology to produce real dairy proteins and to address gaps in the plant-based food market.
Irina is on a mission to transform the food system and drive widespread adoption of sustainable ways to feed the world. Also, she is a TEDx Speaker.
Check out Irina Gerry's thoughts on content marketing
When it comes to creating engagement using marketing, Irina shares:
"Understanding what content universe your target consumer lives in is critical. Of course, creating content that's fit and tailor-made for your audience is absolutely critical."
She also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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