Empowering Change: Insights from Brand Strategist Julia Vanderput
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Chapter 1: The Measure of Authentic Success
The true benchmark of a person's success lies in their ability to embrace their authentic self. As a Brazilian immigrant, Julia Vanderput emphasizes the immense pressure to conform rather than to stay true to oneself. This pressure can arise from loved ones as well as from those who might wish to see you falter.
In our ongoing series highlighting women who are making significant impacts in their fields, we had the privilege of speaking with Julia Vanderput. Julia has played a pivotal role in shaping some of the world's most recognized brands, such as Pepsi, Harley-Davidson, and Intel. Her contributions have earned her numerous accolades, including Effies and Webbies. Currently, she is dedicated to crafting partnership brand strategies for Live Nation, a leading entity in live entertainment.
Thank you for joining us, Julia! Before we explore your work, could you share a bit about your background? What led you to this career path?
Thank you! I'm thrilled to be featured among such remarkable stories. My journey has certainly been a whirlwind. I discovered my passion for storytelling early on, having published my first poetry collection at just 14. In college, I took on the role of media coordinator for a student organization aiming to raise awareness about the genocide in Darfur. Despite our persistent efforts, the impact was minimal until I interviewed a Sudanese student, which changed everything. This experience taught me the importance of making stories resonate with the audience. I then spent several years in advertising as a strategist, focused on how brands can engage in meaningful conversations. Now, with Live Nation, I help create memorable music experiences for fans around the world.
Section 1.1: Disruptive Innovations in Branding
What aspects of your work do you find to be truly disruptive?
A core part of my role involves delving into the human experience—understanding what drives people and what constitutes a fulfilling life for them. I collaborate with a talented creative team to produce work that resonates deeply. One of my most significant risks is currently underway, as I strive to transform live experiences into impactful moments. This entails engaging in meaningful discussions with brand partners about creating a better world. Although it's challenging to shift a for-profit mindset to prioritize consumers as individuals, I am determined to advocate for this change without fear of losing clients. Music has a rich history of fostering social movements, and my goal is to encourage participants to reflect and drive change. People will remember the impact of social change, not just a photo opportunity.
Subsection 1.1.1: Creating Safe Spaces for Community
I also co-founded Bi Dinner, a unique gathering for bisexual individuals. While there are spaces for gay and straight individuals, we saw a gap for bi-specific environments. Our last event sold out within an hour, which highlights the loyalty of often-overlooked communities. Many attendees have shared that it's been a transformative experience, providing a space to discuss bisexuality openly.
Section 1.2: Learning from Mistakes
Can you recount a humorous mistake from your early career and the lesson it taught you?
At one of my previous ad agencies, a job opportunity arose that seemed like a promotion for me. I eagerly applied, and the interviews went smoothly until I reached the final round with the agency president. He asked casual questions about my interests outside of work. When I shared my love for social psychology and my appreciation for cultural revolutions in the U.S., he decided not to hire me. Instead, he encouraged me to pursue brand strategy, which turned out to be the best advice. Shortly after, I transitioned into a brand strategy role and never looked back.
Chapter 2: The Role of Mentorship in Growth
Who have been your mentors, and how have they influenced your journey?
Interestingly, I consider myself my own mentor. Women often hesitate to claim their accomplishments. I immigrated to the U.S. at 19 without family or friends nearby, which taught me resilience. My parents, both educators, instilled in me values that shaped my understanding of the human experience. I never sought out a mentor; I preferred to carve my own path. However, I've encountered many insightful individuals along the way. One standout is Ian Daly, who recognized my initiative when I pitched him a case for staying in LA instead of moving to NYC for a role at Live Nation. His affirmation of my creativity and determination was invaluable.
Section 2.1: The Fine Line Between Disruption and Stability
In the context of disruption, when is it beneficial, and when can it be detrimental?
I often refer to Saul Alinsky's "Rules for Radicals," particularly his emphasis on questioning the status quo. Disruptors are vital for challenging outdated systems, but it's crucial to consider the ramifications of such changes. Disrupting industries to confront systemic injustices is positive; however, doing so without regard for marginalized groups can lead to greater harm. The cannabis industry serves as a prime example, as it has begun to address issues related to criminal justice reform and equity.
Section 2.2: Valuable Lessons Learned
Could you share three impactful pieces of advice you've received throughout your journey?
- Embrace Your Authenticity: The most profound measure of success is being true to yourself. As a Brazilian immigrant, the pressure to conform can be overwhelming, but originality is essential.
- Prioritize Enjoyment: My grandfather often asked if I was having fun. This question reaffirms the importance of enjoying what you do—if it doesn't bring joy, reconsider your pursuits.
- Trust Your Journey: I once had a recruiter tell me it was impossible to seek a promotion while relocating. However, I had done it before. Each individual's journey is unique, and it's important to trust your instincts.
Chapter 3: Future Endeavors and Challenges
What are your plans for the future, and how do you intend to continue making an impact?
I'm excited about expanding Bi Dinner this year. A recent Gallup poll indicates bisexuals are the largest segment of the LGBTQ population, yet they often feel marginalized. Bi Dinner provides a sense of belonging, and we aim to create a sought-after experience in LA. Our growth has attracted interest from brands eager to participate, and I'm fortunate to partner with Julia Zsolnay, who shares my vision and enthusiasm for ambitious goals.
Section 3.1: Overcoming Gender Bias in Disruption
What unique challenges do women disruptors face compared to their male counterparts?
I'm continually surprised by the persistence of 'boys club' culture. Networking opportunities often elude women, and many men seem to hold onto the status quo while labeling themselves as disruptors for minor changes. True disruptors are those who constantly seek to innovate and challenge the norm, often understanding the risks associated with maintaining the status quo. I find empowerment in being the only immigrant or woman in a room, ready to demonstrate my value.
Section 3.2: Influential Media and Cultural Reflections
Is there a book, podcast, or talk that has significantly influenced your perspective?
I greatly admire Jon Stewart's return to the political commentary scene. As a Brazilian, it's fascinating to see comedians wield such influence. I believe that effective change can stem from enjoyment, and I look forward to insightful commentary during this election season. Ocean Vuong's work also resonates deeply with me, as he captures the essence of human experience.
Final Thoughts: Inspiring a Movement for Belonging
If you could initiate a movement aimed at benefiting the greatest number of people, what would it focus on?
My movement would seek to cultivate a sense of belonging and self-worth. In a world marked by frequent relocations and political division, we've become disconnected from community. True belonging fosters safety and resilience, enabling individuals to take risks and innovate. I'm inspired by the motto of Black Mountain College, 'leap before you look,' as it encapsulates the bravery needed to pursue meaningful change.
Section 4.1: A Personal Philosophy to Live By
What is your favorite life lesson quote, and how has it influenced your life?
I strive to live by the mantra, "if it's not a f*ck yes, it's a f*ck no." By being selective about what and who I allow into my life, I create space for pursuits that truly inspire me. This approach leads to better outcomes and a more fulfilling existence. I've learned to embrace my emotions, recognizing that feelings of envy or anxiety can guide me toward what I genuinely want to achieve.
How can our readers connect with you online?
You can find me on all platforms at @juliavanderput. If you're interested in attending a Bi Dinner, check out @bi_dinner.
Thank you for sharing your insights, Julia! Your journey is truly inspiring.