Being a brand that communicates successfully is hard. Being a brand that communicates successfully for 10 straight years is harder. Bringing a brand back to life to communicate successfully for 10 straight years in the advent of the social media age, with an elusive and mistrusting youth target, is a whole other bag. Applying some very simple concepts, and sticking to them religiously, we transformed a dusty icon from the past into a vibrant beacon of what’s possible. This is my recipe.
Former Global Advertising, Media & Digital Dir.
Erika Ferszt, brand conversation expert and consultant, served as Global Advertising, Media & Digital Director for Ray-Ban from 2005 through 2015, piloting the brand’s recent communication renaissance; accoladed by consumers, industry and academics alike. A native New Yorker and Milanese transplant, Erika has over 20 years combined agency & client experience, ranging from FMCG to luxury brands. Along with her extensive on-the-ground knowledge of complex social media ecosystems, she is uniquely qualified in developing 360° brand conversations that consumers cling to.