About Tim Hoppin
Chief Brand & Creative Officer, 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.
Tim’s approach is highly empathetic, building strong and differentiated positioning for companies that foster deep customer relationships, inspire employees, and deliver financial results. His sharp mind for business is paired with the soul of a creative, which helps him fluidly translate business objectives into powerful brands. His passion lies in solving real world problems, using the power of neuroscience, emotional storytelling, and creativity to push marketing forward, while influence product and service transformation. Tim believes that a brand must affect all that a company makes, says, and does – and it’s evident in the work he leads.
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Tim Hoppin
SAP x Tim Hoppin: Evolving Creative Culture
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.
Key Takeaways:
We chat about the vulnerability of being creative.
We explore brand strategy and why branding is more than just the messaging and the visuals.
Tim details how creating a safe space for criticism elevates creative culture.