Last week at Fast Company's Innovation Festival, I interviewed Colleen Cutcliffe, cofounder and CEO of microbiome startup Pendulum Therapeutics, and actor, producer, and director Halle Berry.
Yes yes yes, I can hear you, "Another celebrity brand partnership, Jeff? In WELLNESS, no less? Nothing new. Nothing to see here."
I get it. But I'd encourage you to hold that thought for a couple of reasons. First, because Pendulum is a company that's differentiating in a very crowded and growing category. And second, we're talking about Halle effing Berry.
This is a unique relationship that isn't just hold-the-bottle-and-smile. In February, she was named the company's Chief Communications Officer, and has been actively working with Pendulum since.
We talked about what that actually means, how it happened, how it illustrates the evolving nature of celebrity/brand partnerships, and where it goes from here.
Colleen Cutcliffe on giving Berry a real job at the company:
"We didn't want to have a meaningless title. And so Chief Communications Officer really is about two-way communication with [her audience]-- What are the messages that they're trying to tell her? What's resonating about the products, what's not resonating? --and the communication that Halle brings back for us to be able to build together. So the title has a very deep meaning."
Halle Berry on her overall approach to brand partnerships:
"I got to a point where I was no longer interested in just being that dancing bear. You know? I didn't want someone just to give me a fat paycheck, and I've never done that in my career, really. I've said no to a lot of dollars just because I knew I would be inauthentic and I would be lying. And what I'm most proud of about my career is that I think I do have a relationship with people and there's a trust, I've been honest about all of my ups and downs and life, and I've kind of been an open book. And so I take that relationship and the trust I have with people very seriously. So for me, I'm down this path of life where if I don't believe in it, I don't wanna be a part of it."
Then I asked about her amazing 2019 appearance on "Hot Ones," and things took a first-rate turn towards explaining the importance of number two.
Read more here.
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2wThis is what believing in yourself does. Huge congrats to you and the team.