Branding at the speed of light: Vincent Sacco, Fivetran

The Changemakers

Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades.

He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent’s unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement.

In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:

• How Vincent transitioned from branding bars and food trucks to tech startups
• The challenges of establishing a brand when a company has found product-market fit and is scaling rapidly
• Key first steps to take when you need to build a brand fast
• How to get buy-in across the company and turn everyone into "brand cheerleaders"
• Partnering with product marketing to align brand and product
• Engaging engineers and developers who are typically harder to reach with brand
• Collaborating cross-functionally and getting the C-suite aligned with the brand vision
• Adapting the Fivetran brand for the enterprise market while retaining its distinctiveness
• The importance of brand flexibility and rolling with unexpected sources of brand affinity
• What's next for the Fivetran brand as the company continues its rapid ascent

Timestamps:

00:00 - Introduction and Vincent's background

03:51 - Joining Blend and Fivetran amidst hyper-growth
06:12 - First steps to building the brand foundation

09:22 - Getting company-wide brand buy-in

14:18 - Aligning brand with product marketing

17:34 - Engaging technical audiences with brand

21:35 - Cross-functional collaboration on brand

25:28 - Tailoring brand for enterprise without losing soul

30:44 - Leveraging organic sources of brand affinity

33:49 - The future of the Fivetran brand

35:36 - Conclusion

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