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Marketing Beyond with Alan B. HartAuthor: Alan B. Hart
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19: Standing out in a ‘sea of sameness’: Insights from Tati Lindenberg, chief brand officer at Dirt Is Good
Episode 19
Wednesday, 24 September, 2025
In today’s episode, Alan wraps up our Cannes Lions International Festival of Creativity content series with Tati Lindenberg, chief brand officer at Dirt Is Good. Together, they explore global brand strategy for balancing consistency with local relevance, the origin and evolution of the Dirt Is Good brand, and the brand’s deliberate movement through distinct “eras.” Tati discusses the importance of identifying which parts of the brand are “sacred” and must remain unchanged, versus those elements that can be evolved and iterated to stay culturally relevant. She notes the brand’s intentional move to highlight women athletes as main characters, showing its response to evolving consumer expectations. Drawing on her experiences as a mother and her life across multiple countries, Tati shares how these perspectives have shaped her approach to global brand strategy and her management of a diverse portfolio of brands across regions. As a highly awarded marketer, she offers insights into the role of industry recognition in building high-performing teams. She emphasizes the importance of maintaining brand distinctiveness while encouraging influencer authorship. Tati also reflects on the future of creativity in an artificial intelligence-driven landscape, her concerns about the growing "sea of sameness" in marketing, the dynamics of superfan culture, and the value of taking life a bit less seriously. In this episode, you'll learn: Ways to balance a global brand strategy with local execution How Dirt Is Good has evolved while maintaining consistency and relevance The impact advertising awards have on creativity and execution Key quotes: “We understand what trends are happening out there, what the company strategy is, and try to combine those two things to maintain the fresh brand.” - Tati Lindenberg, chief brand officer at Dirt Is Good “I’m really concerned that everybody seems to be doing the same thing... we need to keep asking ourselves, are we modern enough? Are we culturally relevant? Are we compelling enough for consumers?” Tati Lindenberg, chief brand officer at Dirt Is Good Key highlights: [00:30] Introduction [01:25] From São Paulo to the United Kingdom [03:45] Tati’s path to Dirt Is Good [07:55] The scope of the fabric cleaning business [09:50] Balancing a global brand strategy with local execution [12:45] The Dirt Is Good origin story [15:20] A new way to manage brand portfolio [17:00] Balancing consistency with fresh ideas [20:50] In their women’s sports era [22:00] The importance of awards [24:40] An experience that defines you: Coca-Cola Christmas [28:10] Advice to your younger self: Take it easy [29:35] A topic marketers need to learn more about: Availability and affordability of tools [32:45] Subcultures and trends to follow: Superfans [33:45] Largest threat for marketers: “The sea of sameness” Resources mentioned: Cannes Lions International Festival of Creativity Dirt Is Good Arsenal Football Club Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Tati Lindenberg and Dirt Is Good: Tati Lindenberg on LinkedIn Tati Lindenberg on Instagram Dirt Is Good on LinkedIn Dirt Is Good on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
