Putting Brand in the Boardroom: with EDP's Catarina Barradas

SUMMARY

In this episode, Catarina Barradas, Global Brand Director at EDP joins host Laura Jones, Global CEO of BAV Group, and reveals how brand  can drive core business transformation. With a background spanning engineering and film, Barradas led a comprehensive rebranding that engaged 2,500 stakeholders and resulted in the "We Choose Earth" brand signature after EDP announced plans to be net zero by 2040, She shares her "walk the talk" methodology and a framework for elevating brand from communication function to business transformation catalyst in a rapidly changing industry.

LINKS

• Laura Jones: https://www.linkedin.com/in/lapjones/   
• BAV Group: https://www.bavgroup.com
• Catarina Barradas: https://www.linkedin.com/in/catarina-barradas-19201221c/
• EDP: https://www.edp.com/en
• EDP ESG Ratings: https://www.edp.com/en/responsible-action/transparency-and-reports/esg-ratings
• World Energy Outlook: https://www.iea.org/reports/world-energy-outlook-2024
• EDP Rebrand: https://www.pentagram.com/work/edp
• Institute for Real Growth: https://instituteforrealgrowth.com

TAKEAWAYS

• Brand strategy can drive business transformation, not just reflect it 
• Strategic rebranding requires aligning business goals, internal purpose, and external positioning
• Leading with an inside-out approach builds stronger employee advocacy and brand authenticity 
• "Walk the talk" by implementing projects first, then telling their stories to avoid greenwashing 
• Adapt global brand strategy to local market needs while maintaining consistency 
• Translate industry jargon into simple messages focusing on tangible benefits for stakeholders 
• Geopolitical awareness allows brands to pivot strategies while keeping core purpose intact 
• Cross-functional collaboration ensures brand storytelling remains authentic and impactful 
• Building board-level support requires demonstrating brand's role in business performance 
• Continuous evolution of brand narratives is essential as stakeholder priorities shift

CHAPTERS

00:00 Unpacking the Myth of Brand Strategy

02:48 Catarina’s Unique Journey to Brand Leadership

05:44 The Connection Between Brand and Business Strategy

08:37 The Rebranding Process at EDP

11:41 Adapting Brand Strategy to Diverse Markets

14:40 Transforming Brand into Business Driver

19:51 Navigating Challenges and Skepticism

24:47 Evolving the Brand in a Changing Landscape

29:35 Advice for CMOs on Elevating Brand Strategy

Opinion Party: the marketing podcast

For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.

Season 2 of Opinion Party: the marketing podcast is brought to you by: 

BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com

Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com

 

CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography &