Alan continues our Cannes Lions International Festival of Creativity content series with Tati Lindenberg, chief brand officer at Dirt Is Good, the largest laundry brand in the world. Together, they explore global brand strategy for balancing consistency with local relevance, the origin and evolution of the Dirt Is Good brand, and the brand’s deliberate movement through distinct “eras.”   

Tati discusses the importance of identifying which parts of the brand are “sacred” and must remain unchanged, versus those elements that can be evolved and iterated to stay culturally relevant. She notes the brand’s intentional move to highlight women athletes as main characters, showing its response to growing consumer expectations. Drawing on her experiences as a mother and her life across multiple countries, Tati shares how these perspectives have shaped her approach to global brand strategy and managing a diverse portfolio of brands across regions.  

As a highly awarded marketer, Tati offers insights into the role of industry recognition in building high-performing teams. She emphasizes the importance of maintaining brand distinctiveness while encouraging influencer authorship. Tati also reflects on the future of creativity in an artificial intelligence-driven landscape, her concerns about the growing "sea of sameness" in marketing, the dynamics of superfan culture, and the value of taking life a bit less seriously.