Episode Summary
Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.
About Tim Hoppin
Chief Brand and Creative Officer at SAP
Tim Hoppin is a brand builder and a dynamic, empathetic leader. He is an award-winning Creative Director and Brand Strategist who has helped many organizations transform their brand, and positively shift their position in the marketplace. He is the Chief Brand & Creative Officer for SAP, a top 20 global brand with over 100,000 employees, operating in 26 markets.
Shifting a creative culture requires more than new ideas — it demands a deep commitment to fostering an environment where creativity isn't just encouraged, but celebrated.