“A great brand is like a friend: you can trust it. A great brand is predictable, foreseeable — it changes, but it moves with the times. It never confuses.”

Uwe Ellinghaus knows a thing or two about great brands. As the CMO of Cadillac since 2014, Ellinghaus has overseen the biggest transformation in the brand’s 115-year history. Under his leadership, Cadillac moved its headquarters from Detroit to New York City and revamped their communications to increase the number of young luxury customers around the globe. Ellinghaus shared with IVYtv how a great brand remains transformative and must “walk the talk.”

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