The Basics to Building a Brand With Gabby Etrog Cohen: Global Head of Integrated Communications and Marketing, Harry's | #ThePlaybook 472

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Entrepreneurship, Business, Careers

4.6 • 1.9K Ratings

🗓️ 3 October 2021

⏱️ 21 minutes

🔗️ Recording | iTunes | RSS

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Summary

Gabby Etrog Cohen, Global Head of Integrated Communications and Marketing at Harry's, talks about the different ways that brands can sustain a long-term connection with the consumer, as well as the three traits she tends to look for when hiring new team members. Etrog Cohen and host of #ThePlaybook, David Meltzer, chat about a wide variety of subjects including the basics to building a brand that stands out from competitors, the single most important skill that Gabby learned while working at SoulCycle, and the reason that Harry’s gives 1% of all their sales to help support mental health for men. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	On this episode of the Playbook, I have Gabby Kohn, who is the global head of integrated
0:06.0	communications and marketing at the incredible company, Harry's. And we're going to find out why
0:12.3	a master's in tourism and a bachelor's in fine arts and theater at Syracuse would be the best
0:19.3	background to be a key executive of a billion dollar company. Join me for all of this and more
0:26.0	on the Playbook. This is Entrepreneurs the Playbook. For each week, I bring you some of the
0:31.6	greatest athletes, celebrities, and entrepreneurs to talk about their personal and professional
0:37.6	playbook to success and what made them champions on the field and in the boardroom.
0:43.6	I'm your host, David Meltzer. I have Gabby Etron Kohn. She is the global head of integrated
0:49.2	communications and marketing at the incredible Harry's. I think I should be the icon for Harry's,
0:56.6	but it would be inappropriate because I'd have to take my shirt off anyway. Welcome, Gabby,
1:01.4	to the Playbook. Thank you so much for having me. As my wife is going to cringe once you hear
1:06.8	that, but in all reality, you guys are a leading brand in the men's personal care products. I've been
1:14.8	using them myself and they're amazing from the razors I use, the shampoo, conditioner,
1:19.7	face wash, theater and gels. I go down the list and I think they're personally made for me. I didn't
1:25.7	really understand the Harry brand. I thought it was for Harry Jewish guys like me, but it's actually
1:30.9	for everybody. Now you even have women's stuff as well. Let's take a step back, though, in building
1:39.6	a brand because you have been just incredible through your career in different industries,
1:45.5	building a brand. What are the basics? Because so many people today want to build their own personal
1:50.5	brand, small business with the e-commerce side of things, and I don't think they understand
1:56.7	how long, what to do. What are the basics of building a brand?
2:02.1	I think really thinking about the power of brand is really identifying who you are as a brand,
2:07.5	what you stand for, and how do you want to make people feel? I think that, to me, is so
	...

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