#22. From transforming a brand to transforming a culture with Guillem Gallego from Desigual. lg.

How about being a global fashion retailer and introducing a four
day work week in the middle of the Pandemic? Not the first thing
you would do?  Well, check out the story of Desigual who
just did this bold move. 
In todays episode I had the chance to reconnect with Guillem
Gallego, CMO of Desigual. Guillem has many stories to share, from
introducing the NFL to an European audience, to rocking at Nike
and to become the Marketing leader of one of the most recognised
Spanish brands. We talked about the transformation of a brand, of
products and the culture of an organisation, which for Desigual
even ended up in a four day work week. 


Some things I have learned in our session:
️ If you want to become a leading brand - you have to
lead. 
️ Change hurts. Transformation comes with difficult decisions
like killing profitable products which are not on brand or moving
to a four day week.
️ Having a bold visionary in a company helps a lot - especially
if it is the owner. 


️ Enjoy todays episode, subscribe us, rate us and make sure to
drink and learn with people around you.



More infos about Desigual:
http://desigual.com



Show notes:
3:25 Drink of the day.
5:50 How Guillem became Guillem.
12:01 Finding my way to Desigual.
20:30 Transforming a brand.
25:40 Brand is not just a marketing conversation.
29:00 The next step: 4 day week.
42:25 Thinking sustainability.
45:44 The network question.