Erika Uffindell on “Branding in a B2B World”

Erika Uffindell, Uffindell Group’s founder & Member of Medinge Group, spoke to Branders Magazine about her experiences as a Woman in branding. She shares her thoughts on the evolving role of women in branding and their positions at every corporate level, from junior to the executive board.

You can read an excerpt of her article below, and more on the Branders website, and in Branders Magazine.

REFLECTIONS OF BRANDING IN A B2B WORLD

Erika Uffindell

I wasn’t clear whether the experiences of women in branding is that different from those of men – and I also recognize that my own experience as a woman in branding, brings a limited perspective.

As a founder and CEO of a brand consultancy I haven’t had to report into people, nor climbed the ‘corporate ladder’ or had to experience applying for a role in a male-dominated industry. I have been in a privileged position to both direct the vision and strategy of my own business, and also to have a voice as an outside, objective and experienced consultant on clients’ projects. I recognize this is not the experience that all women have in branding – nor as I have reflected, is it the experience I have witnessed for many of those women Brand Directors I have worked with. Whilst brand has increasingly become a board room conversation over the last 20 years, it seems Brand Directors still struggle to strongly influence strategy and transformation.