As Sadé Muhammad reflects on her journey as the Chief Marketing and Impact Officer at the 100-year-old global media brand TIME, she notes that early in her tenure, market research revealed a key challenge: while advertisers respected TIME, they weren’t always sure what value it offered them. Sadé took this as a call to redefine the brand’s appeal. Focusing on community, she recognized that TIME’s events and platforms foster a sense of aspiration and belonging — her goal became to strengthen those connections while creating a more inclusive experience.
0:00 Introduction
1:40 The importance of community in brand
3:10 Bringing the customer promise to life
8:41 Innovating on creative
10:50 Bring internal stakeholders along for creative initiatives
15:12 The value of creating stand-out media
18:02 Lead your team's change management