Gwen Robinson
Director, Brand Group
What makes a great brand?
What makes a great brand is credibility, a quality product, and the ability to communicate key messages in a clear, concise and relevant way to the customer. It's also important to "know" and understand the target audience insights and deliver on the promises that motivate consumers.
Do you have a method for coming up with great ideas and solutions?
Not specifically. I try to think outside the box and come up with the "Big" idea. I consider myself to be a very creative and innovative thinker. A lot of consideration is given to the target consumer. I try to get inside their heads and think the way they think. I engage research to determine trends, align the brand with the trend(s) and come up with a unique idea that resonates with the target consumer.
What food makes you think more creatively?
Cake. Cake icing and decorations can get my creative juices flowing. Also, I'm a pretty good baker. Some people believe there's a science to baking, but I always add my own spin and ingredients to a "traditional" cake and come up with delicious, scrumptious alternative ways to enhance the dessert. My lemonade and banana split cakes are to die for!
What are you most proud of?
I am most proud of my tenacity, interpersonal skills, adaptability, flexibility and high ethical and moral character. I am also proud of my two lovely granddaughters, Valerie and Mia. Valerie is a 2010 magna cum laude graduate of the John H. Johnson School of Communications at Howard University. Mia is a second year drama student at Savannah College of Art & Design (SCAD) in Savannah.