Ed Faruolo: “I’m Here to Find Our North Star and Stay On Course”

"If you want a brand that speaks to people, you have to listen to what they’re saying... you never know what little nuggets of gold are going to come out of interviews or focus group,” says Ed Faruolo.

Chief brand strategist, New Haven pizza paladin, Tree of Life titan and literal guitar hero Ed Faruolo sits down to discuss his 30 years of experience.

Q> What’s your role at PC?

Ed> I partner with Prager Creative as the team’s chief brand strategist. I like to joke that my job is to keep people out of trouble. If a client is trying to sail from point A to point B, I’m here to find our North Star and stay on course.

Q> You have over 30 years of experience guiding some of the world’s most recognizable insurance and healthcare brands. CIGNA, Travelers, you name it. How did it all begin?

Ed> I got interested in marketing for one of the worst reasons you can start any career - because I thought it was where the cool people were. The lives of ad execs looked like the stuff of legends.

Once I got under the hood, I realised there was a lot more to it. I fell in love with the process of building a brand that resonates with people from all walks of life.

Q> What’s the secret sauce to building brand with staying power?

Ed> Today, it’s easy to get lost in numbers. There’s so much data at people’s fingertips that it can be hard to tell what really matters. But when things get more complex, they also get more simple.

It all boils down to one question: do you love your customers, and do they love you back? This level of empathy is what builds loyalty. No one wants to feel like a number. Especially in sectors like insurance and healthcare.

Q> Where do you stand on qualitative vs. quantitative research?

Ed> There is no versus. Both are needed to shape and strengthen an effective brand strategy. Some believe that data doesn’t lie - but it can put up blinders.

If you want a brand that speaks to people, you have to listen to what they’re saying. Marketing teams can’t be afraid to get out there and mix it up. Some of the most important lessons I’ve carried with me throughout my entire career have come from conducting qualitative research. You never know what little nuggets of gold are going to come out of interviews or focus groups.

Q> As the CMO of CIGNA, you were responsible for bringing The Tree of Life logo into the world. Was everyone excited about it from the start?

Ed> In all honesty, no. I remember that one major worry some colleagues had was that the brand couldn’t live up to such a monumental comparison. In some ways, it showed we were on the right track. We now had a symbol to aspire to. A standard to uphold.

Q> What are the red flags that signal a company needs to reposition its brand?

Ed> It’s a delicate balance. You don’t want to wait until it’s too late. But you also don’t want to overcorrect. Half the battle of seeing a red flag is knowing it exists in the first place.

That’s why consistent tracking is critical. When there is a steady decrease in how your brand resonates with people, it’s time to start digging. Sometimes, a problem has little to do with campaigns and more to do with internal issues like supply chains or customer service. Knowing the difference saves time, money and a whole lot of stress.

Q> Is it true you’re in a band?

Ed> Yes. I play guitar in a group with my daughter, her husband, and a few others. It’s a great way to get out of your head. In a lot of ways, playing a great set is like building a great campaign. Both require you to think less about yourself. You need to put your audience first.

Q> New York vs. Chicago pizza?

Ed> Neither. New Haven is where it’s at. If you haven’t tried a Frank Pepe’s pie, you haven’t lived.