Orlando Baeza & John Hayes

What does it take to build a brand that lasts 175 years and still resonates with the next generation?

In this episode of Future Legends of Advertising, VP of Brand & Creative at Chime Orlando Baeza sits down with John Hayes, the CMO who helped transform American Express into one of the most respected service brands in the world. From early career mistakes to building enduring brand equity, John shares hard-earned lessons on leadership, humility, and the emotional power of money.

They unpack the origin story of Small Business Saturday. a six-week sprint that became a global movement and explore why the most powerful brands are rooted in service, not transactions. The conversation dives into brand vs. performance tension, the role of AI and analytics in modern marketing, and why “when you know what you believe, you know how to behave” may be the ultimate operating principle for brands.

A masterclass on longevity, relevance, and the human condition behind great marketing.

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