In the 40th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency.

CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba

The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence.

The Five Cs of Branding

Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals:

Commitment: Brands must anchor themselves with purpose and vision, much like Estee Lauder’s iconic “jar of hope.” Construct: Logos, style, tone, and identity form the visual and emotional construct of a brand. Community: Employees, customers, and stakeholders form the community that carries a brand’s message—an essential concept in external communications. Content: Marketing communications, public relations, and storytelling fuel brand awareness and trust. Consistency: Brand loyalty grows when messaging, design, and values remain steady over time, as seen with Oprah Winfrey and long-standing Fortune 500 campaigns. Insights from Experience: Professional Development and Branding Success

Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development.

The Role of Community in Professional Growth

A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development.

A Personal Take on Brand Loyalty

Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships.

We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn.

 

01:37 The Importance of Personal and Corporate Branding

02:31 Derrick’s Branding Expertise and Career Highlights

04:41 Introduction to the Five Cs of Branding

08:22 Derrick’s Journey and Writing Career

12:32 Deep Dive into the Five Cs of Branding

16:48 Consistency: The Hardest C to Master

18:19 Derrick’s Role in the IABC and Branding Success Stories

21:35 The Evolution of Logos in a Visual World

22:23 Successful Rebranding Strategies

23:03 Case Study: Kraft and Heinz

23:31 Branding from Scratch: A Telecom Example

24:56 The Power of Consistency in Branding

26:50 Personal Branding Insights

27:38 The Inspiration Behind ‘Omics’

29:19 The Importance of Small Interactions

33:11 Advice for Career Reinvention

36:53 The Value of Professional Communities