From Apple to Nike: How Arturo Nuñez builds powerhouse brands with his global vision

Summary

The Speed of Culture Podcast: Episode Summary

Title: From Apple to Nike: How Arturo Nuñez Builds Powerhouse Brands with His Global Vision
Host: Matt Britton, Founder and CEO of Suzy
Guest: Arturo Nuñez, Founder and CEO of AIE Creative
Release Date: June 17, 2025

---

In this compelling episode of The Speed of Culture Podcast, Matt Britton engages in an insightful conversation with Arturo Nuñez, a seasoned marketing leader with a formidable track record at industry giants like Apple, Nike, and the NBA. Now at the helm of AIE Creative, Arturo shares his deep understanding of brand storytelling, the evolution of marketing in the digital age, and the nuances of building globally resonant brands.

1. The Art of Storytelling in Branding

Arturo emphasizes that at the core of effective marketing lies the ability to tell authentic stories that forge emotional connections with audiences.

"At the end of the day, a marketer is a storyteller. Stories are what connect people. The best brands in the world tell stories to build emotional connection between them, their audience, their products, their services."
(03:07)

He discusses how storytelling has been a pivotal element in his career, enabling him to drive impactful brand narratives across diverse platforms and cultures.

2. Evolution of Storytelling in the Digital Age

The conversation delves into how technology, especially social media, has transformed the landscape of storytelling.

"Technology has been a beacon in this world for storytelling. Just so many things are now like instantaneous. That used to be a long time."
(03:21)

Arturo highlights both the opportunities and challenges that come with this shift. While brands now have immediate access to their audience, they also face the scrutiny of instant feedback and the potential exposure of their flaws.

"You could fail in public... It's a game changer."
(04:14)

3. Building Brand Love: Lessons from Nike and Apple

A significant portion of the discussion centers around the concept of "brand love" and how iconic brands like Nike and Apple cultivate unwavering loyalty.

Arturo shares striking observations:

"There are thousands of people in the world that have the Nike logo tattooed on their body... That's irrational behavior."
(18:05)

"When you look at this brand. Look at Apple. You drive around any city today, you'll see people with a sticker that costs less than a penny to produce from their Apple products on their car. Who does that?"
(19:07)

He explains that such loyalty stems from brands connecting emotionally with consumers, making their products an integral part of their lives and identities.

4. Globalization of Brands and Cultural Connection

Arturo discusses his experience with the NBA's international expansion, emphasizing the importance of cultural connection in global branding.

"He knew that every one of those international players was a conduit to a new audience. When I joined the NBA, there were three Latinos in the league. When I left, there were nineteen."
(10:05)

He underscores the role of authentic storytelling in attracting and retaining a global fan base, adapting narratives to resonate with diverse cultural backgrounds.

5. Transitioning from Corporate to Entrepreneurship

Shifting gears, Arturo shares his journey from leading marketing teams at major corporations to founding his own agency.

"I had a great experience at Nike... I left Nike for Apple because I'd never done anything in technology before... I've always looked for opportunities to learn something that I don't know."
(15:34)

Arturo attributes his ability to navigate this transition to his unyielding curiosity and commitment to lifelong learning, enabling him to stay relevant in an ever-evolving industry.

6. Authenticity and Individuality in Branding

A recurring theme is the importance of authenticity, both for brands and individuals. Arturo warns against chasing superficial metrics like social media likes, advocating instead for genuine connections and staying true to one's values.

"You cannot buy your way to authenticity. If you try to be everything to everyone, you end up being nothing to no one."
(24:14)

He illustrates this with personal anecdotes and examples from his work, reinforcing the idea that authenticity drives lasting loyalty and meaningful relationships.

7. Advice for Young Professionals and Entrepreneurs

Towards the end of the episode, Arturo imparts valuable advice to listeners embarking on their career journeys.

"Be obsessed with what you're passionate about. Wake up every day trying to figure out how to be better than you were the day before."
(35:38)

He emphasizes the importance of discipline, dedication, and embracing failure as a stepping stone to success, drawing inspiration from figures like Kobe Bryant and Tim Westergen.

8. Cultivating Meaningful Relationships

Arturo concludes with a profound reflection on the quality of life being intrinsically linked to the quality of relationships.

"I want to live my life to leave people, places, and things better than I found them. That's my goal now. I want to give back."
(38:25)

This philosophy not only guides his professional endeavors but also shapes his personal aspirations, underscoring the significance of legacy and positive impact.

---

Key Takeaways:

• Storytelling is Central: Authentic narratives that resonate emotionally with audiences are pivotal for brand success.

• Adaptation in the Digital Era: While technology accelerates brand storytelling, it also demands transparency and swift responsiveness.

• Brand Love Drives Loyalty: Cultivating deep emotional connections fosters unwavering consumer loyalty, as exemplified by Nike and Apple.

• Global Reach Requires Cultural Sensitivity: Successful globalization hinges on understanding and authentically connecting with diverse cultural audiences.

• Embrace Authenticity: Genuine connections and staying true to one's values are essential for long-term success and meaningful relationships.

• Lifelong Learning and Curiosity: Continuous learning and adaptability are crucial for evolving with the dynamic landscape of marketing and branding.

• Impact Through Relationships: Building and nurturing quality relationships enriches both personal and professional life, leaving a lasting positive legacy.

This episode offers a treasure trove of insights for marketers, entrepreneurs, and brand enthusiasts aiming to navigate and thrive in the fast-paced world of modern branding.

Transcript

[Arturo Nunez]

Ready to order?

[Matt Britton]

Yes.

[Capital One]

We're earning unlimited 3% cash back on dining and entertainment with a Capital One Saver Card. So let's just get one of everything.

[Arturo Nunez]

Everything.

[Chef]

Fire everything. The Capital One Saver card is at table 27, and they're earning unlimited 3% cash back.

[Arturo Nunez]

Yes, Chef.

[Capital One]

This is so nice.

[Chef]

Had a feeling you'd want 3% cash back on dessert.

[Capital One]

Ooh, tiramisu.

[Chef]

Earn unlimited 3% cash back on dining and entertainment with the Capital One Saver Card. Capital One, what's in your wallet?

[Capital One]

Terms apply. See capitalone.com for details.

[Arturo Nunez]

Race the rudders. Race the sails. Race the sails.

[Matt Britton]

Captain, an unidentified ship is approaching. Over.

[Arturo Nunez]

Roger, Wait. Is that an enterprise sales solution?

[LinkedIn]

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[Arturo Nunez]

It will never be the right time. Never. There will never be the perfect formula. You'll be missing money, you'll be missing contacts, you'll be missing experience, you'll be missing whatever. You gotta jump. At some point, you gotta jump. And most of the people who are entrepreneurs know you jump and you're building the airplane while you're falling.

[Matt Britton]

To thrive in a rapidly evolving landscape, brands must move at an ever increasing pace. I'm Matt Britton, founder and CE Susie. Join me and key industry leaders as we dive deep into the shifting consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Culture up today on the Speed of Culture podcast. We're here live at the Possible conference in Miami with a very special guest, Arturo Nunez, the founder of AIE Creative, one of the most influential voices in global branding. With a powerhouse career leading marketing at Apple, Nike and the NBA, Arturo is now helping brands craft emotionally resonant cultural through authentic experiences through his agency. Arturo, so great to see you, man.

[Arturo Nunez]

Man, great to be here. Thank you for having me. I appreciate it. I listen to that intro, I'm like, damn, that guy sounds amazing.

[Matt Britton]

Yeah, I know. You have to Meet him one day.

[Arturo Nunez]

Yeah, for sure.

[Matt Britton]

So if somebody was telling somebody else about you and you're like, oh, you have to introduce this guy or Arturo, what would they say?

[Arturo Nunez]

Man, Arturo is a multi hyphenate. Arturo defies categorization. He does so many things and first and foremost, he's a storyteller.

[Matt Britton]

Yeah.

[Arturo Nunez]

And I learned that at some of the best companies on earth and it's really been helpful. And fundamental to everything that I do today is that idea of the art of storytelling. And stories are what connect people.

[Matt Britton]

Absolutely.

[Arturo Nunez]

Build emotional connection. And the best brands in the world tell stories to build emotional connection between them, their audience, their products, their services, et cetera.

[Matt Britton]

And how do you think the art of storytelling has changed over time in this world that seems to be moving so much faster now?

[Arturo Nunez]

Yeah, I think technology has been a beacon in this world for storytelling. Just so many things are now like instantaneous. That used to be a long time. You know, one of the examples I use a lot, as I said, like, Michael Jordan didn't live in the social media era. He was alive, but he didn't work. He wasn't. As apex in the social media era would have been a very different conversation.

[Matt Britton]

Because that guy, really the most personal. I mean, it actually might have hurt him more than helped him.

[Arturo Nunez]

That's right. So I think that the advent of social media, of digital, you know, the positive side, gives brands complete access and immediate access to customers. But it also can expose your challenges, your flaws and your problems to customers too. And the feedback is instantaneous. Someone can have a bad experience in your store or with your product. And in 10 seconds, everyone knows about this. There's. Somebody was talking one day about when you were a kid, High school, grade school. I'm dating myself. Right. I'm an old guy. You took a fall in the schoolyard. Three people saw it, they laughed at you.

[Matt Britton]

Maybe they told the story you could fail in private. Right?

[Arturo Nunez]

Yeah, they video that now. And a million people saw your fall seconds after it happened. It's a game changer.

[Matt Britton]

Yeah, I wrote about that in my book where it's like my first startup. One day I'm like an entrepreneur magazine. Like hot millionaires under 30. Even though I wasn't a millionaire, just my company had done over a million dollars in revenue. And then next thing you know, dot com bubble bursts and I'm like, I really failed. And I hit hard, but I was able to fail in private. It's not like everyone's like, oh, I thought you were killing it now you're not anymore.

[Arturo Nunez]

That's right.

[Matt Britton]

I also think where you could not only you fail in public, but what I think does is it sends a lot of young people down the wrong direction. That it's so easy to create a successful life or successful career. You're just seeing everybody else's highlight reel.

[Arturo Nunez]

That's right, the highlight reel. I was about to mention that. You know, even think about that from a standpoint of. You know, there's a famous commercial that Jordan Brand did about Michael Jordan. It's about failure. It's actually called failure. And he says something like, I'm not gonna get it. All right? But he says, I've lost more than 300 games in my career. 26 times. I was asked to take the final shot, and I missed. I failed over and over again. And that's why I succeed. Which is a great story. But think about the edited highlight reel of everything. Now, I know. You know What? That took 20 years ago to edit a highlight reel of Stu Real.

[Matt Britton]

It's just one button, right?

[Arturo Nunez]

One button. Boom, done, we're out. You know what I'm saying? For good and bad.

[Matt Britton]

Yeah.

[Arturo Nunez]

That's a huge change in the storytelling milieu.

[Matt Britton]

Absolutely. So how have you over time, been able to evolve your own skill set to make sure you keep up? Because since you and I both been in the workforce, we've seen the advent of the Internet, social media, mobile, of course, AI, which we'll get into. How have you been able to future proof yourself and remain relevant across all these incredible companies?

[Arturo Nunez]

Yeah, man. What I think is the most important thing I talked about storytelling, the importance of storytelling for any marketer. At the end of the day, a marketer is a storyteller. But also one of the most critical components to any successful marketer is curiosity.

[Matt Britton]

Yeah.

[Arturo Nunez]

You gotta remain curious about your customer base, about what's happening in the world. I am fueled by curiosity. Every day I wanna learn something. I actually have a philosophy that if you're actually a lifelong learner, every day you're getting dumber because you're gonna say something on this podcast that I know nothing about.

[Matt Britton]

Right.

[Arturo Nunez]

And if I'm really curious, I'm like, oh, wow, a whole new world just opened up.

[Matt Britton]

Yeah.

[Arturo Nunez]

I never been to that place. I never heard of that thing. Now I gotta dig deeper. I gotta find out. So a lifelong learner and having infinite curio, that's what really fuels me and drives me, and it's made me really successful.

[Matt Britton]

Yeah. Instead of walking into a conference and being like, yeah, I know it all I don't have anything to learn from someone, especially people who don't want to learn from younger people.

[Arturo Nunez]

That's right.

[Matt Britton]

Because younger people, their brains are wired differently. They were born to a different world, so by nature they see things in a different way.

[Arturo Nunez]

That's right. That's why reverse mentorship is so important when you're getting young people's point of view on stuff. That's why Nike, as a brand where I worked for eight years, used to have its ear to the street. We had a program at that point called Eakins Ekin is Nike spelled backwards. These were the young kids who were obsessed with the brand, who were out there touching where the rubber meets the road, meeting with consumers, meeting with athletes that were athletes themselves. That's where we got the energy, the spirit of really understanding what customers wanted.

[Matt Britton]

It's interesting because for so long, youth culture was really counterculture. If you look at like the 60s, 70s, 80s, like there was a wood stock. They didn't have a voice, so the only way they could actually be heard was to revolt or stand up and say squares and scream. Because what dictated culture was large corporations and whatever Clear channel spun in a heavy rotation. That's radio became the songs. And over time, especially with social media, it shifted.

[Arturo Nunez]

That's right.

[Matt Britton]

And now culture is driven from the sidewalks, not the boardroom.

[Arturo Nunez]

Absolutely.

[Matt Britton]

And copies don't really have a choice but to listen because the voice of the youth is deafening.

[Arturo Nunez]

That's right. That's a game changer. I spent some time working at the NBA as well. And I remember when my kid was a teen, my kid was a big fan of played basketball. He was a big fan of sport. And I'd be sitting in my home watching the game on tv, and he'd never be watching the game with me. And I'd be like, hey, man, you know the Knicks born or whatever. And he'd be like, no, no, dad, that's not how I watch the game. I was like, what do you mean? He's like, there's a guy who recaps all the. And he talks the way I like to talk, and he does it in 15 minutes, tells me everything that happened in game in a way that I like to understand and hear.

[Matt Britton]

Game changer it is.

[Arturo Nunez]

By the way, that guy then became like a product reviewer and, like, invited to like Apple's highest level conferences to talk in plain language about what Apple just dropped in the marketplace. So such a massive change in the way that we get information. Oh, yeah, super, super important.

[Matt Britton]

Yeah. I mean, it's funny you bring that up, because we're just with Tim Ellis, who's the CMO of the NFL, and we were talking about how fans of the NFL and all sports. We also had the founder of Overtime, which is an incredible story in the sports space. They're consuming songs and not albums. Right. In sports. So you're consuming the highlights. You're following players, not only teams, obviously, there's video games, there's fantasy sports, there's gambling, which we can get into, and the impact of that. But all those things are giving people a vested interest in the athlete versus just the team. Even the way they look at sports and fandom has changed.

[Arturo Nunez]

Yeah. It's funny that you mentioned that. I had the privilege of working for David Stern directly. When I was at the NBA, I ran Latin America marketing. U.S. hispanic. I was in a meeting with Stern one day, and I was naive and young. I made a comment, something about the NFL being the biggest competitor and how the NFL's doing, whatever. And he kind of looked at me. He was like, that's not our competition. And I was like, wait, what is he talking about? I'm like, NFL, big sports league. NBA, big sports league. He's like, no, no, no. We're in the entertainment business. So really? He's like, yeah. I want to know why someone bought a ticket to go to an AMC theater yesterday instead of going to the heat. I got $20 tickets, I got dancers, I got food, I got music, and I've got reality television. No one knows what's going to happen till the last buzzer sounds. I want to know why someone chose another entertainment solution versus ours. That's the business we're in. And it was really edifying for me to hear that from him.

[Matt Britton]

Yeah. I mean, if you think about.

[Arturo Nunez]

He's a visionary genius.

[Matt Britton]

He was. And I think they're not just competing against other. It's about mindshare. They're competing against Joe Smith, the social media expert. That's right, Kardashian.

[Arturo Nunez]

Whatever.

[Matt Britton]

It's like going to a movie. A lot of people are staying home on their phones.

[Arturo Nunez]

That's right. 100%. So he knew that, and he knew that the future was global. And he did an incredible. I was there at a really quintessential time for the NBA when they were trying to make the league international. And he knew that every one of those international players was a conduit to a new audience. So when I joined the NBA, there were three Latinos in the league. When I left, there were 19. When I tell people that story. Oh, you guys were involved in recruiting. He was like, no, we had nothing.

[Matt Britton]

To do with recruiting.

[Arturo Nunez]

All we did was tell stories about how these Latin American guys had reached the apex, the pinnacle of the sport of basketball, playing at the NBA. And that gave a future generation of athletes the idea that, like, wait a minute, maybe I can do it too. And so I got to watch Manu Ginobili, Nene Leandrinho, Carlos Arroyo, Felipe Lopez, Eduardo Najera. All these guys came up while I was at the NBA and were playing the game at a pinnacle level and getting people in Latin America excited about basketball. When Latin America used to be soccer number one, soccer number two, soccer number three. You know what I mean, in terms of religion. But, yeah, it was all about that. He had a vision for making the game global and he knew the importance of these guys.

[Matt Britton]

Yeah. And I think the tailwinds for the NBA and going global is that most of the biggest stars, whether it's Victor Wembanyama or Luke Doncic, even Shay Gilgis, is from Canada. Like, the new stars are predominantly not American. That's right. So we saw what Yao Ming did to bring the NBA to China. So we are seeing, like, the globalization of the NBA in a way that the NFL really doesn't have. Because most of the NFL players are American.

[Arturo Nunez]

That's right. And even the NFL is making great efforts today. You mentioned Tim Ellis earlier. I worked on a project with them talking about how to increase Latino fandom in the US as a consultant project, and they're trying to figure out what international looks like. They've won games in Brazil and Mexico City and London, and they're doing Madrid now. They're really excited about doing that as well.

[Matt Britton]

Yeah.

[Arturo Nunez]

Germany as well. An ex colleague of mine, Priscilla Shumate, is a CMO for the Dolphins, and they're doing all kinds of stuff international as well. So it's a great time to be a marketer, to be in marketing, to tell stories across populations around the world. And I'm eager to see how those sports translate to the world in a broader way.

[Matt Britton]

Yeah, we're obviously big sports fans, I guess. One more question on sports and then gotta move on to some other topics. But we saw how Major League Baseball changes their rules. Right. And now they have a timer on the pitcher because it was just too slow. It was disenfranchising the younger fan. And they're trying to make it more built for the TikTok generation, if you will. Do you see other sports following suit where they're Going to change sort of the complexion and make up the game, risking maybe the traditionalist backlash to evolve the game to make it more palatable.

[Arturo Nunez]

I think the baseball example is an interesting one because I don't think most people even notice now that that's a thing. I watched the game and I forgot that that's a newly created time. The game is shorter and it's shorter. It's amazing. Right. So I think that's been a really interesting one and a positive case study. I think even more important than changing the rules of the game is the culture. So I'll give you an example. Another ex Nike column. A lot of ex Nike columns doing amazing stuff. But Thiago Pinto is the head of marketing for the Marlins here in Miami. The baseball mar. And you go to that stadium and they've had a tough time. They've kind of revamped the team and got rid of some guys, et cetera, et cetera, and had a tough time even in such a Latino marketplace, building up a fan base. But I was having a conversation with him one day and I was like, dude, when you go to the World Baseball Classic here In Miami, it's 40,000 raving lunatics in the building.

[Matt Britton]

Of course.

[Arturo Nunez]

Right. So how do you bring that energy to the regular Marlins baseball? That's the trick, right?

[Matt Britton]

Right.

[Arturo Nunez]

You have rabid fans of the sport here, and whether they're following the guys because the guys are Puerto Rican or Venezuelan or Colombian or Dominic, whatever, doesn't matter. The point is there are people who want this product. How do I make the product more palatable to them on an everyday basis, not just when it's a World Baseball Classic or the playoffs or the World Series.

[Matt Britton]

Yeah. I mean, it's about stories. You're right. I mean, even the NFL draft, which just ended last week, we're taping this here in late April.

[Arturo Nunez]

Speaking of storyteller.

[Matt Britton]

Yeah. I mean, Shador Sanders, right. Is like, he know his dad's a Hall of Famer and he was like the hotshot person. He's dropping from round to round around. And that became the storyline. And everyone just checking back on espn. Did he get drafted yet? That's just a story.

[Arturo Nunez]

That's right.

[Matt Britton]

It's a story that we can all relate to in terms of like the guy that thought he was going to be high up and he's not now everyone's probably rooting for him is sort of like the underdog story. Right. It's the next story. So people are going to be following him. So how can Teams and brands which we'll get into. Unlock that. Yeah.

[Arturo Nunez]

And by the way, he's used to being an underdog. He was from a tiny school, first Mississippi. Right. And then he went to Colorado State and he was an underdog. And now he's being set up to be underdog again. I think that's going to fuel his.

[Matt Britton]

Fire on the shoulder, right?

[Arturo Nunez]

Absolutely. I think he's going to have a huge chip and he's going to do real damage in the NFL. I think the guy's prospects are great.

[Matt Britton]

Yeah. So sports has it easy compared to other brands, just because if you look at live television Every year, 90 out of the top 100 live TV shows in the US are NFL games. Right. It's the last live bastion of live tv. That's what you have. So they can recording this.

[Arturo Nunez]

They're on reality television, right?

[Matt Britton]

Exactly. Well, it's interesting because that is another emerging genre and has been for quite some time is reality tv. And I think when we saw reality TV take off with like Real World, mtv, Real World, it was the first kind of genetic marker, if you will, that social media is going to be a big thing because people are obviously more interesting than scripted characters, and that's what sort of unfolded. But traditional brands that don't have the luxury of being running the NFL have it cut out for them a little more. And more recently, your career, you've gotten involved in fashion and apparel. You're a board member for both Estee Lauder companies and Abercrombie and Fitch.

[Arturo Nunez]

Yep.

[Matt Britton]

How did that transition happen from being at Nike and the NBA to companies like that? Let's talk about the nuances of those industries.

[Arturo Nunez]

Yeah. I started my career CPG, so Colgate, Palmolive, PepsiCo, Diageo, which must have been great breeding ground. Amazing training ground for sure, like getting my MBA on the job by experience and then transition to the NBA and Nike and then Apple. But the thread there is like, lifelong learner. I mention it again, the reason I left Nike and went to Apple, like, I had a great experience at Nike. It was an incredible company at that time. And I felt really part of making some amazing impact with the athlete stories that we were telling. I left Nike for Apple because I'd never done anything in technology before. And I was like, wait, the world's biggest technology company's hitting me up about a role working in Latin America again, telling stories to Latin American consumers, which I know very well and I love. But in the technology paradigm, I was like, that sounds great. I'm in so I've always looked for opportunities to learn something that I don't know and then obviously to add value from my storied career and brand. To be able to help these companies navigate the brand landscape is something that I take a lot of joy and pleasure in doing.

[Matt Britton]

We'll be right back with the speed of culture after a few words from our sponsors.

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[Arturo Nunez]

Ready to order?

[Matt Britton]

Yes.

[Capital One]

We're earning unlimited 3% cash back on dining and entertainment with a Capital One Saver Card. So let's just get one of everything.

[Arturo Nunez]

Everything.

[Chef]

Fire everything. The Capital One Saver card is at table 27, and they're earning unlimited 3% cash back.

[Arturo Nunez]

Yes, chef.

[Capital One]

This is so nice.

[Chef]

Had a feeling you'd to want 3% cash back on dessert.

[Capital One]

Oh, tiramisu.

[Chef]

Earn unlimited 3% cash back on dining and entertainment with the capital One saver card. Capital One what's in your wallet?

[Capital One]

Terms apply. See capital1.com for details.

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[Matt Britton]

And what did you learn from Apple that you realize is what makes the company great?

[Arturo Nunez]

Yeah. At the end of the day, Apple and Nike again. The Nike of the past, Apple today, to a greater extent, it's all about brand love. I tell this story all the time. I say, listen, there are thousands of people in the world that have the Nike logo tattooed on their body. I've seen them. That's insane.

[Matt Britton]

Yeah, it is.

[Arturo Nunez]

Like, that's irrational behavior. Why would someone tattoo the logo of a company on their body? It's insane. Have you ever seen a Fila logo on someone's body? I've never seen one. Sketchers, not once. They do it with Nike because they believe in something that the company believes in. They're committed to that ecosystem, to the storytelling. They feel greatness. When you look at this Brand. Look at Apple. You drive around any city today, you'll see people with a sticker that costs less than a penny to produce from their Apple products on their 10, 20, 30, $40,000 car. Who does that? Why would someone put an Apple sticker on their car? Have you ever seen a Dell or Microsoft sticker on a car? Nvidia sticker on a car? Never. Not once. Why do they do it without.

[Matt Britton]

They don't even give out stickers.

[Arturo Nunez]

That's right. Why do they do it? They do it because they feel so strongly about being part of the ecosystem.

[Matt Britton]

Identity.

[Arturo Nunez]

They want people to know they're in the industry.

[Matt Britton]

It's identity. Right?

[Arturo Nunez]

It's identity at the end of the day. So these companies have been able to do something incred, which is build brand love. I had the privilege of being the CMO for the biggest digital bank in the world, Nubank out of Brazil, doing business in Brazil, Colombia, Mexico. And that brand went from 30 million customers when I joined to 80 million in a year and a half. We became the number one brand in Brazil, not the number one Neobank, not the number one bank in Brazil. The number one brand in Brazil because we told stories that connected emotionally with Brazilians and Colombians and Mexicans who were looking to have a brighter day. And we gave them products and services to make a brighter day. And so we were able to tell those stories. The formula is the same. It doesn't matter, matter what you're selling or what company you are, you have to connect emotionally to customer. That's what builds loyalty. I do a talk called Brand Love where I talk specifically about this. And I saw a lot of creative that my incredible teams have made throughout the time. It's not about me, it's about my teams. Yeah, but I show the creative and I tell people before I start showing creative. There's a quiz at the end of this. And I get to the end, I probably show seven or eight commercials. I get to the end and I say, okay, now it's quiz time. See if you guys were paying attention and I put on the screen, like, what's the composite material of the Nike shoes? What's the noise canceling ability of the AirPods, et cetera, et cetera. What's the cash back on the new bank card? None of that is in the ad. No one cares. It's not about those things. If you make it about features and benefits, you're only as good as your features and benefits. If I make an ad about new bank credit cards or debit cards, and all I talk about is 3% cash back. What happens when Chase has 4% cash back? I'm finished. It's not about that. It's about connecting emotionally to something that people feel relates to their life. And once you do that, then you can sell people products or services. Then you become part of their lives. Then you get loyalty. And loyalty allows you to even make mistakes as a brand and still have people ride with you. I mean, think about this for a second. When you get your iPhone at home, you just spent, depending on what country you're in, a thousand to $2,000 on a brand new iPhone, you get it home. The last eight seconds, you take that top off, by the way, that's actually designed by them to have the last.

[Matt Britton]

I read about that. Yeah.

[Arturo Nunez]

The last tie on. You have the last tie on, you turn it on and it says update now.

[Matt Britton]

Right.

[Arturo Nunez]

Do you think to yourself, wait a minute, the thing that I just bought is not perfect right out of the box? No, you go, the good people at Apple have made this product better from the time it was manufactured and put in this place to today. Can't wait to download the update. Right?

[Matt Britton]

It's a great point.

[Arturo Nunez]

I'll give you one more Apple one. While we're on the subject is when you walk into an Apple Store, tell me where returns, exchanges, defects. Where do I go for that? There's none of that in the Apple Store. There's only gleaming, beautiful product and the people that talk about it knowledgeably. And there's the genius bar. That's it. There's nothing wrong with your product that a genius can't help you solve. There's no returns, there's no exchanges, there's no damages, there's no refund.

[Matt Britton]

Right.

[Arturo Nunez]

There's none of that.

[Matt Britton]

Where if you go to Best Buy, there's like boxes of broken TVs out and everything. Right. People arguing. Yeah, yeah.

[Arturo Nunez]

You see the difference? That's what makes brands special.

[Matt Britton]

I mean, that's so hard to craft, especially at scale. Because what starts to happen as a company gets bigger is these fiefdoms start to build. You have legal, and then maybe there'd be a returns department. And the returns department head wants his department to be bigger. He wants more shelf space or real estate at his store. And it kind of takes on the life of its own. To be able to manage through that and keep taste and keep differentiation at scale, I really think is a management art form.

[Arturo Nunez]

Yeah. I had a mentor man who said, no matter what company you are, your customers should know what you love. And I really love that idea. If I walk into a bakery, I want to walk in and be like, wow, these people love bread.

[Matt Britton]

You know what I mean?

[Arturo Nunez]

You want to transmit to your customer what you're passionate about and what you love. I own a bar lounge here in Miami. I'm one of the owners of this place called Dante's hi Fi in Miami. When you walk into our space, it looks like a living room, like someone's living room. And there's 9,100 records on the wall and we only play vinyl in our space. Awesome. When you walk in, there you go, these people love music and they love vinyl. You gotta transmit that to your customer, what you really believe in. And you will find other people who are like minded and believe in the same things that you believe in. That's the beauty of it all. We open that place as the bar we wanted to hang out in. And we honestly didn't really care if anyone showed up or not. No one showed up. It would just be us and our friends enjoying vinyl in this beautiful living room. From day one it's been packed to the rafters with people who are like minded, who love music, who want to be in an environment where they can listen to high fidelity music and be able to have a musical experience and leave their cares at the door.

[Matt Britton]

And there's so many parallels to that story, to people who are successful in business in this new age where if you chase the money, if you try to present yourself in a way where you think, think people will want to accept you, then you end up looking like everybody else.

[Arturo Nunez]

That's right.

[Matt Britton]

Where if you come from a place, whether you're creating content of things that you really care about and you don't care if one person likes it or a thousand people like it, but you're chasing what you love.

[Arturo Nunez]

That's where you win.

[Matt Britton]

Eventually you win no matter what because you're true to yourself.

[Arturo Nunez]

That's right.

[Matt Britton]

And if a million people like your stuff, great, then you're awesome. If 10 do you know what? You're happy because you are who you are. Right. In the world that in social media world, everyone's like, I need to conform to that person. They have a lot of likes. And then what people start doing is they start buying likes.

[Arturo Nunez]

That's right.

[Matt Britton]

Because they feel like that will help me fit in. You can't buy your way to authenticity.

[Arturo Nunez]

That's right. You cannot buy your way to authenticity. And if you try to be everything to everyone, you end up being nothing to no One.

[Matt Britton]

Yeah.

[Arturo Nunez]

Right. I had the privilege of spending time with Quincy Jones, who was to me, like one of my idols. And I had an opportunity to spend time with him here in the States. I went to his home and I went to Montreal, Switzerland with him. And he said, arturo, when you start talking about money, love leaves the room. Everything that I've ever done has been done with love.

[Matt Britton]

Right.

[Arturo Nunez]

For love for craft, love for the music, love for the people that make the music, love for the artistry of it. I think that's really, really important. If we had talked about money at Dante's hi Fi. It wouldn't have happened.

[Matt Britton]

Right.

[Arturo Nunez]

It happened because we wanted to build a place.

[Matt Britton]

Here's the thing. You were able to be patient. I think a lot of young people where they see everyone else in their Lambo and everything, they're like, I need to make it right away. And as soon as you do that, then you're basically reprioritizing what's important. That's right. And you start chasing it from the beginning and then you're dead in the water.

[Arturo Nunez]

That's right. I have a book coming out on Simon Schuster at the end of this year.

[Matt Britton]

Oh, I'm gonna check it out, which.

[Arturo Nunez]

Is called the Culture Compass. And it's about navigating corporate America without losing your soul yourself.

[Matt Britton]

Yeah.

[Arturo Nunez]

And one of the things that I tell people, and it's counterintuitive to many folks, is like, you gotta le into who you are, what unique things you bring to the table. News flash, everyone else is taken. You know, it can't be anybody else taken.

[Matt Britton]

I've been pretty successful in my career, but it took me a while to realize that.

[Arturo Nunez]

Like, it did me as well.

[Matt Britton]

Yeah, yeah, yeah. I look back at my. Because my dad was a lawyer and he played the corporate role and that's who I looked up to. Right. And it's like in the earlier stages of my career, there'd be like, Work Matt and Real Matt and Work Matt. Like, my emails would sound different.

[Arturo Nunez]

Yeah.

[Matt Britton]

I would talk like, I thought a corporate person would do that. Right. And now I'm just like myself. And the sooner you can get to a point where it's almost like you walk in the room instead of worrying what everybody else thinks about you, you just worry about how you feel and what you think about everyone else.

[Arturo Nunez]

That's right.

[Matt Britton]

You get to a point in your life, the sooner someone can get there.

[Arturo Nunez]

That's right. I think the better off you're going to be. Yeah. The better you're going to get it took me a long time to get there. And this is why I write about it in the book, because I want a new generation of people to see it and be able to get there faster than I did. It's leaning into the self, you know? Last night, again, I keep bringing up Dante, but last night we had a special DJ from Hong Kong. Her name is Gia Fly, but she tells her story. Says she went to a party at the age of 15 and she heard a song. At a B boy dance party, she heard a song that was a Cuban classic, and she said, whatever that is, I want to know everything about that. And she dedicated herself to a lifelong mission of learning about salsa, the roots of salsa, and learning about Cuban salsa specifically. And now she travels around the world and does gigs for thousands of people. What is a Chinese girl from Hong Kong doing in Mexico playing Cuban salsa? Doesn't make any sense. She got obsessed with something and she said, I don't care what it is or a million people want to hear this, I'm doing this. And as a consequence, now she's paid to travel the world and tell her stories and play her music, which is really dope.

[Matt Britton]

You know, this is awesome. But I think parenting also plays a role in it, because parents, especially in this social media age, they're like, oh, my kid didn't walk by age 1, but their kid did. I need to get my kid to walk even though I'm not ready. And it goes all the way up. Oh, they got into this school. And you're pushing that, and you're pushing and pushing, because really, it's not even about them. It's about you.

[Arturo Nunez]

That's right.

[Matt Britton]

So that's where it starts, right? You're setting somebody down the path of trying to live a life based upon somebody else's version of your success expectations. It's what Steve Jobs said, you know, in his famous keynotes at Stanford. They'll live a life based on dogma, other people's expectations of you.

[Arturo Nunez]

That's right.

[Matt Britton]

It all kind of comes back to that.

[Arturo Nunez]

I have a really good friend. His name is Bobido Garcia. He's a New York City icon and legend. He's done so many things in a pinnacle way in New York City, from being a street ball legend, to having a radio station that broke all the rappers that made rap as famous as it is today. The original rappers, people like Nas and Jay Z and Big L, et cetera, et cetera, to writing books. He does everything. To being the voice of the Knicks at one point, to whatever And I asked him one day, I said, yo, man, what did your parents want you to be when you grew up? And he said, my parents had no expectations of me whatsoever. And I thought that was a sad comment till I let it marinate. And I was like, oh, that's why you're able to do all these things to a level of perfection. I was like, man, go be. You go do you. Go be happy. You know the famous story about John Lennon, Right. Supposedly he's in school and the teacher says, assignment. And everybody needs to write down what they want do to. And he writes, happy. And the teacher says, oh, you didn't understand the assignment? And he said, no, you don't understand life.

[Matt Britton]

Right.

[Arturo Nunez]

Like, that's the whole point.

[Matt Britton]

Awesome.

[Arturo Nunez]

How many people are walking around being quote, unquote, successful that are miserable? There's a woman named Robert Arzon. She's an instructor at Peloton. She's one of the chief instructors for Peloton. And she tells her story and she's like, dude, I was a corporate lawyer because my parents wanted me to be a corporate lawyer. And she said, one day I got dressed and I went to the office, and the suit was too heavy for me. I had to take it off. Off. And I took it off. And today she's one of the lead fitness people in the world because she decided, that's not my suit. That's not for me. I'm not doing that. And leaned into what she loved, which is getting fit and being an athlete and changing people's lives through fitness. It's beautiful.

[Matt Britton]

So this has been an amazing conversation, but this whole tangent we went on started with me asking about your current board roles and Abercrombie and Este Lauder. My first question for you is, like, when you were in the boardroom, and I know most of the other people I would imagine that are around the board table at those companies in corporate America are not like. Like you. They are products of the corporate world.

[Arturo Nunez]

Yeah.

[Matt Britton]

Where you're clearly not. And you strike me as somebody who's so passionate and also commands his craft that you add differentiated value. So it's no surprise why you've been so successful in your career. Other people go through the more traditional, tried and true ways and end up there. And you're sitting at the board table with those people. How do you interact with those people? And how do you find you're able to add value?

[Arturo Nunez]

Yeah.

[Matt Britton]

Coming when a differentiate angle, you know.

[Arturo Nunez]

I think it can be challenging sometimes. The idea that, like, hey, I belong there, because I have a unique set of skills and experiences that help me to add value in this space. But it can be intimidating. The board of Estee Lauder is packed with powerhouse individuals who've been doing this stuff for a long time, who have a long history, family history, even of doing this stuff for a long time. Listen, my life was changed when I was 16 years old. I walked into a room at an organization called Inroads and I saw the first Afro Latino man I'd ever seen in a business suit speaking articulately to powerful people. And I was like, whatever he does, I want to do that. I don't care what that is. I want to do that. That's the first business person I saw. My family didn't have business background. They didn't have business acumen. I didn't have uncles and sisters that were in corpor corporate America. I'm a first generation college student. I'm the first person in my family to graduate from college, right? So when I find myself in these environments, it's a little intimidating. I'm like, wow, there's a lot of history here. Imposter syndrome, sometimes little imposter syndrome. But then I go, wait, hold on. I've been doing this for 30 plus years of my life, telling stories from the best companies in the world. I bring something to the table that a lot of people don't. And by the way, I could do your job in three languages, that part. And I think it's helpful. I don't say that with arrogance. I say that about being connected to culture around me. And so I bring that to the table and I try to lean into that, lean into who I am and add value and again, and learn from these incredible, powerful people that I sit with. But I think it's a symbiosis. I think it's a give and take. And you gotta earn your spot at the table and then you gotta deliver value.

[Matt Britton]

How'd you get into those rooms to begin with?

[Arturo Nunez]

Well, I think again, having the Nike, the Apple, the NBA, the Nubank background is super helpful, right? I say, oh, I learned too late to lean into myself. Or sometimes I tell people, you know, I love what I'm doing entrepreneurially now. I wish I had done that earlier, but I recognize that all of that work that I did in corporate America is what facilitated me being able to do the things that I do now. So part of that is people see me even in my public speaking and my consulting, and they're like, I want the Nike formula, I want the Apple Formula. This is a Nike market. It's the Apple market. At the highest level in those organizations, I want to learn to do what those companies do to connect to consumers. So that's been really helpful for me to understand those formulas to learn at those great and prestigious companies. I stand on the shoulders of giants in the marketing business that have taught me so much about connecting with consumers. That's what I bring to the table and that's what I share with folks when I consult and I sit on boards.

[Matt Britton]

So tell me about what you're working on today. So, as you just mentioned, you went from working at some of these large companies to now going off on your own. What gave you the conviction to strike out on your own and not be at a large company and tell me about what you're working on?

[Arturo Nunez]

Yeah, I felt like it was time I had dabbled in entrepreneurial things. And I said, I really like that energy of entrepreneurial, of imagining something and bringing that thing to life. And it's funny, occasionally they let me play at Dante's at my bar. I play vinyl. I don't consider myself a dj. I curate. Then they're like, arturo, you're a dj? I'm like, no, But I've been the ox chord guy since I was 14. There was never ox cord. I didn't wanna dominate.

[Matt Britton]

Yeah, me too.

[Arturo Nunez]

So they let me play.

[Matt Britton]

I love that.

[Arturo Nunez]

So they let me play records sometimes with Dante's. And it's funny, I close my sets every time with Willy Wonka's imagination. And before I play that record, I tell people, I say, the reason I play this record and close my set is this place doesn't exist. This is something that a few folks sat down at a table and imagined could be. And now look, every night we're hosting hundreds of people.

[Matt Britton]

That's how I feel about the book I wrote, the company I started. It's about tension.

[Arturo Nunez]

Ye only limited by your imagination. And so a lot of times when I think about my career, I know we're going to get into the box and out of the box and all that stuff. Like, I think, like, I just made this up. I retrofitted the life that I wanted to live and now it's magically existed.

[Matt Britton]

Right.

[Arturo Nunez]

Manifestation is real. It just requires work. You can't just wake up and say, boom, there it is.

[Matt Britton]

And persistency, persistence, and you can't be scared.

[Arturo Nunez]

And belief and yeah, and by the way, for those people who are would be entrepreneurs who are in corporate machines, who are thinking about a way out, whatever I tell people times like, it will never be the right time. Never. There will never be the perfect.

[Matt Britton]

The older you get.

[Arturo Nunez]

Yeah, they'll never be the right time. You'll be missing money, you'll be missing contacts, you'll be missing experience. You'll be in this, whatever. You gotta jump. At some point, you gotta jump. And most of the people who are entrepreneurs know you jump and you're building the airplane while you're falling.

[Matt Britton]

It's a big trade off though. It's not for everyone. No, you know, it's like it's eaten up so much of my life and eats up your mind. Share. And you really have to balance a lot. It's just not that everyone.

[Arturo Nunez]

I'll tell you two quick stories. One of them you've probably seen on the Internet. I'll tell that one first. But there's a story about a guy who's in corporate America. He's a diligent guy. He gets there at 6:30 in the morning. He wants to give his best, he wants to crank the workout, and he's there late at night. And weekends, if you're in corporate America, it's weekends. And there's never. I used to get text messages at Nike at 2 o' clock in the morning. You got to answer those in five minutes. I don't care. It's 2:00' clock in the morning. I had a business that was all over the world, emerging markets. There was always someone up and doing Nike business while I was sleeping. By the time I woke up, I had an inbox full of stuff from Australia, from Korea, from the Philippines, et cetera. So this guy, he shows up to the office, man, he gets there and there's this Lambo in the parking lot. Dude, it's like the 2027 Lambo. And he sees it, he's like, wow, I would love to have a car like that. It's incredible. And he walks up to the car and lo and behold, the guy steps out of the car, is the owner of the company. And he looks at the car and the owner says, you like it? He's like, oh my God, it's beautiful. It's my dream car. He's like, listen kid, if you keep working really hard, you show up here at 6:30 every day, you're the last one out the door. You work week in the day, et cetera. I'm going to get next year's model too. Why do I tell you that story? If you don't follow your dreams, someone will pay you to follow theirs. Yeah, Right. If you have a dream and you're really passionate about that, at some point you have to jump and follow that dream.

[Matt Britton]

Yeah.

[Arturo Nunez]

Otherwise, someone will be paying you to manifest their dreams in this world. And I know some people are cool with that. I wanted to follow my dreams. Yeah.

[Matt Britton]

Right on. So to wrap up here, I mean, I'd love to hear from you. We have a lot of younger listeners on the podcast that look at a career like yours in all, as do I, and want to follow the path. Like, what advice do you have for younger people starting off in their careers in terms of how they should spend their time, where they should focus so they can optimize their future potential?

[Arturo Nunez]

Yeah, man, I'm going to answer that question. I had the privilege of working with Kobe Bryant, who was one of the most determined and passionate people I've ever met, one of the most courageous and confident people that I've ever met. He said, arturo, my first summer league, I down sat. I didn't make one bucket in the entire summer league, but I dedicated myself to be obsessed with the craft of basketball, with the details of basketball, with knowing everything there is to know and working four times harder than anyone at this game of basketball. And that's how I got to be who I was. And he said what he wanted to do rest in peace with the rest of his life is he said, I want a bottle better. And I said, kobe, what do you mean by bottle better? He's like, yo, man, I want to teach young people that if you put the time and the energy and the discipline in to learning a craft, to obs, assessing the details, you can accomplish the same things I accomplished with basketball at anything that you set your mind to. I believe that that's all it takes. I believe that, too. And so I would say be obsessed with what you're passionate about. Wake up every day trying to figure out how to be better than you were the day before. That's something that Kobe instilled in me too. Don't negotiate with yourself. If you say you're gonna do something, do it. The most important thing you have is your word. If you say you're gonna do something, do it. If you're negotiating with yourself, how are you gonna treat the rest your of of the world? So I think it's about discipline, dedication, craftsmanship, belief in self. Falling down is part of the process. Failure is part of the process. I talked about the Jordan ad right, 26 times. I was asked to take the final shot, and I missed. I failed over and over and over again. That's why I succeed. Failure is part of the process of success. One last story. Tim Westergen. I think I'm pronouncing that correctly. The CEO of Pandora.

[Matt Britton]

Yeah, the founder.

[Arturo Nunez]

He went to 268 investor pitches before he got got a dime. The 269th, he got $9 million. Two hundred and sixty eight investor pitches. How many people would have an idea they're passionate about? Go talk to 10 people who are business people who are in the business of funding ventures and said, yeah, that's not a thing, and keep going?

[Matt Britton]

Yeah.

[Arturo Nunez]

How about 50? How about 100? How about 150 times you sat in a room and talked to smart business people who said, yeah, that's not a thing, and you kept going. He kept going. And that's how Pandora Radio got established. How many of us stop? You gotta keep going. Failure is part of the process.

[Matt Britton]

Yep.

[Arturo Nunez]

Failure is part of the process. Learn from the failure and move on and keep going.

[Matt Britton]

Yeah. Love that. We often end our podcast by asking our guests if there's a mantra or saying, I have a feeling you have no shortage of them, my friend. But what comes to mind for you in terms of maybe encapsulating your professional journey to date?

[Arturo Nunez]

Yeah, I have two. And it's really not about professional. It's about my life.

[Matt Britton]

Yeah, right.

[Arturo Nunez]

That I had for a very long time was the quality of your life is the quality of relationships. I really believe that it's attributed to Tony Robbins. I don't know if he said it first or not. Doesn't matter. The quality of your life, the quality of relationships. I really, truly, fundamentally believe that. However, about a year or two ago, I changed. It used to even be my Instagram quote. I changed my quote to, I want to live my life to leave people places and things better than I felt. If that's on my tombstone, I've accomplished my job. I want to leave people places and things, things better than I found them. That's my goal now. I want to give back. I've been so blessed, so favored. God has blessed me so much that all I want to do is give that blessing back to younger people and to help people be their best. Leave people places and things better than.

[Matt Britton]

Awesome. Well, you have this podcast better than. You already joined it as well, so.

[Arturo Nunez]

My brother, thank you so much, man. Thank you for having me. Really appreciate it. I'll come back again and update you on what's going on.

[Matt Britton]

I'd love to have you back.

[Arturo Nunez]

My book drops.

[Matt Britton]

Thank you so much.

[Arturo Nunez]

All right.

[Matt Britton]

On behalf of Susie and I Wickedeen, thanks again to the great Arturo Nunez, Founder and CEO of AIA Creative and all around Cultural Alchemist for joining us today. Be sure to subscribe, rate and review the Speed of Culture podcast on your favorite podcast platform. We're here live in Miami at the possible conference. See you soon. Peace. The Speed of Culture is brought to you by Suzy as part of the Ad Week Podcast Network and a Guest Creator Network. You can listen subscribe to all Adweek's podcasts by visiting Adweek.com to find out more about Suzy, head to Susie.com and make sure to search for the Speed of Culture in Apple Podcasts, Spotify or anywhere else podcasts are found. Click follow so you don't miss out on any future episodes. On behalf of the team here at Suzy, thanks for listening.

[Arturo Nunez]

Foreign.

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