With Rebecca Smith, Director of New Zealand Story
Rebecca Smith joined us to share what it really takes to build a brand that represents an entire country, and she delivered a masterclass in practical, people-centred marketing.
Rebecca walked us through the 14 lessons she’s learned while shaping New Zealand’s national brand. At the heart of it all was one message: ‘Great marketing is really about great relationships’.
She talked about the importance of understanding the leader you work for and earning trust early. Instead of charging in with ideas, she encouraged us to slow down, listen deeply, and look for the gold in what others are saying. From there, it becomes easier to educate stakeholders, simplify your thinking, and back your strategy with solid numbers.
Rebecca also reminded us that repetition isn’t a flaw, it’s essential. Sharing a strategy once isn’t enough. Neither is doing it all alone. Recruit great people quickly, and don’t shy away from being the ‘show pony’ when you need to present with confidence.
Values, she said, sit at the core of any strong brand. Campaigns come and go, but values anchor everything. And when trying something new, calling it a pilot gives everyone permission to test, learn, and adjust together.
One of the standout lessons was her take on stakeholder management: know who’s with you, who’s neutral, and who needs convincing — and don’t avoid the tough conversations. Support from the right people (including ‘friends in high places’) makes all the difference.
Finally, Rebecca reminded us that brand building is never really done. The restlessness to keep improving is part of the job — and part of the fun.
The big takeaway?
Who we are and how we behave is our most powerful marketing tool.