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About Author
Kendra Lively

After gaining a decade of experience as a Creative Director, Kendra joined Phase 3 with the acquisition of Brand Fever in 2015. The lynchpin of the Phase 3 creative team, she guides projects from beginning to end, overseeing design innovation and execution to ensure it solves the defined business problem through creative excellence. With expertise in branding, integrated marketing campaigns, design systems and user interfaces, Kendra is a talented leader who inspires work that is individually motivating and collectively influential. A Savannah native, Kendra holds a degree in fine arts from Georgia State University’s acclaimed graphic design program, where she graduated with honors. She completed internship engagements at FPD3 New Media and Lasertech Color. Kendra combines inspiring ideas, cultural movements, and a trendsetter mindset to transform ideas into visually groundbreaking material, which has been recognized by 40+ industry awards.

OnBranding Episode 33: Cinnabon

By Kendra Lively
October 22, 2018

 

With a career trajectory that includes time spent with some of today’s most iconic food and beverage brands–from Coca-Cola to Molson Coors Brewing and KFC–Joe Guith knows what resonates with consumers.

 

As the president of Cinnabon, Joe finds himself at the helm of a beloved brand, one that represents indulgence–in moderation–and has successfully expanded its footprint through brand partnerships. In fact, in 2013, Cinnabon passed $1 billion in annual branded product sales globally through a variety of retail channels.

Keen on recognizing opportunity, Cinnabon has leveraged its unsolicited cameo on AMC’s hit “Breaking Bad”-spinoff, “Better Call Saul,” into an all-out PR campaign. It’s this kind of sensibility and a very nimble team that’s enabled the brand to be virtually everywhere with no advertising budget.

Here, Joe gives us a behind-the-scenes look at the ingredients that comprise this powerful brand – from the fondant sugar to the employees.