VSCO CMO Shares the Keys to Building Iconic Brands

Tesa Aragones believes in the value of connections over conversions when it comes to building iconic brands. It’s something she’s learned from more than 25 years of stewarding global brands including Nike, Volkswagen, Apple and Bacardi. And now, as chief marketer for mobile photo app VSCO, Tesa is putting new visual storytelling tools in the hands of consumers to fuel a new generation of creators. Here, Tesa shares what she believes will help brands win in a post-Covid world and what she learned from a chance meeting with one of her long-time heroes.

@heidepalermo heide.palermo@adweek.com Heide is the vp, head of community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers.