Season 4, Episode 1: Coherence Over Consistency | Clara Lee | Neste

On the first episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by Vice President of Global Brand at Neste, Clara Lee. 

In a wide-ranging discussion, Clara and Ali discuss the importance of ensuring your external positioning corresponds with your actions as a brand, the importance of retaining a macro perspective on your business, and why focusing on coherence over consistency is vital when marketing across different territories. 

To see how we created a campaign for Neste, a global leader in renewable fuels, that put the afterburners on results with recall figures of 90%, read the case study.