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Rising Stars: Meet Krysta Masciale

Today we’d like to introduce you to Krysta Masciale.

Hi Krysta, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
For nearly two decades, I have been shaping brand experiences through organizational leadership, messaging, and strategic planning. I take great responsibility for being the custodian of the brand experience both internally and externally. Nurturing the heartbeat of an organization makes it possible for me to galvanize people around an idea, product, or service. Brand matters to me because it’s the vehicle for transparency and truth-telling in marketing.

My job is to preserve the humanity in the brand experience for connection and movement to occur across every touchpoint… to remind you of who you are. I’m the person you hire to make sure the soul of the brand isn’t compromised.

The summer of 2020 left me with a sense of helplessness. I wanted to respond to racial injustice and the egregious abuse of power we continued to witness. The only authentic option was to look at America through the lens of branding.

What if we matched our behavior to our words?

In my “Rebranding America” series, we see how a marketing campaign can move the hearts of men. Without an intention to deliver on that message, however, it becomes cancer that takes over the entire ecosystem.

My expertise in branding is a tool for galvanizing people. Rebranding America unlocked opportunities for me to leverage my skills and become a spokeswoman for change both in my local community and within broader conversations around equality, liberty, and justice for all. I’m now using those skills to shift the narrative around police reform, women’s rights, and local policy initiatives.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Um, no. Is it ever?

One of the most complicated aspects of being a brand strategist is that it’s often misunderstood. People either think I design logos for a living or spend my time in SEO land. When I’m hired onto an executive team, I immediately dive into the cultural elements of an organization. Since most people don’t see brand as an inside-out initiative, this ruffles feathers.

It’s also problematic that my role is hard to understand since my primary job is to communicate effectively. I’m constantly toggling between, “Am I even good at this if people don’t understand what I’m saying?” and “I refuse to let people believe brand is another marketing tactic.”

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My resume demonstrates how I’ve been able to legitimize and scale organizations through brand marketing. Equal to those skills is my impact as a leader, strategist, and advocate within these organizations. Branding is the promise of an experience and I take great responsibility in ensuring that promise is kept. To do this well, I believe that systems are mechanisms that protect people and protect experiences. This naturally puts me at the epicenter of organizational leadership and I leverage my skills in strategic thinking and advocacy to mobilize everyone towards a common vision.

I’m most proud of the teams I’ve led and nurtured. These relationships are ongoing whether I remain at the organization or not.

Second, my work in creating Rebranding America is a career highlight. It merged everything I care deeply about with my expertise in brand strategy and communications into one project.

Is there a quality that you most attribute to your success?
Honesty. It’s easy to posture when you’re building a career. I’ve watched colleagues shift around the expectations of others just because they weren’t honest with themselves about what they wanted. I’ve also seen colleagues withhold information that could have been useful to decision-making just because they were scared they’d be punished. No one wins when we aren’t honest.

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Image Credits
Sara Tollefson Mally, Jen Sosa

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