Magnolia Bakery’s CMO on Maintaining Familiarity While Evolving the Brand

Eddie Revis discusses the power of familiarity, moving fast while thinking slow, and being the best Lieutenant

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Before making the move to brand-side with Chobani, Eddie Revis spent a decade doing just about everything in the agency world. This has contributed meaningfully to his success:

“I jumped at opportunities that benefitted my toolkit,” he said. “I moved from media to design strategy and design thinking. The most deadly marketers have spent time on the agency side: it’s the skillset, the hustle, the imagination, the problem solving, without having all the information.”

Just over a year into his journey as Magnolia Bakery’s CMO, the team is coming off its first refresh in 15 years.

“The team hadn’t really touched the identity in 15 years,” he said. “That’s before the iPhone launched. The best brand refreshes are born from an idea that already existed. It’s not some crazy new thing that came out of nowhere. And so, hopefully, when everyone sees the new identity and starts to experience the new brand, packaging and store refreshes as they roll out, it will feel familiar.”

Hear more about Revis’ advice regarding the future of work collaboration, how he’d like to see the CMO role evolve, what he looks for when hiring, and much more.

This episode is also available on SpotifyiHeartRadio, and Apple Podcasts.