97 - Why Honest Brands Win Hearts (and Markets) with Andrew Smith, Senior Director of Brand at Vinted

Episode notes

In this episode of Time for a Reset: Insights from Global Brand Marketers , brought to you by Overline , host Fiona Davis sits down with Andrew Smith , Senior Director of Brand at Vinted , to unpack why radical honesty and not polished purpose statements are the real engine of modern brand growth. Andrew shares lessons from leading marketing at Booking.com, VanMoof, and now Europe’s fastest-growing secondhand marketplace, revealing how functional truth creates authentic distinction, sharper creative work, and deeper trust. From navigating AI-generated content to scaling globally without compromising authenticity, this conversation provides practical, grounded frameworks to help marketers build brands that resonate with consumers and hence endure.