Welcome to TRB Lounge. Today, I’d like to welcome author Laricea Ioana Roman-Halliday for an author interview with TRB-team!
About The Author
Laricea Ioana Roman-Halliday
Laricea Ioana Roman-Halliday is a business leader, marketer, mentor, public speaker and brand specialist who has built her passion for brand purpose on the back of her meaningful marketing career with various Fortune 100 companies. Her experience includes working with Microsoft, Google, Unilever, Huawei, Hyundai and many more. She is a big environmental advocate who truly believes in successful business done for good and is constantly curious about driving it forward.
You can find author Laricea here:
Welcome to TRB! Please give our readers a brief introduction about yourself before we begin.
I am Romanian, living in London with my English husband and our chinchilla called Snowy. I am also very passionate about the environment and madly in love with all animals and plants. I have my own garden which I have been passionately working in for the past 5 years whilst also trying to explore as much as we can this beautiful planet. I have been to 65 countries so far, usually having a target of 5 new countries every year, however with the pandemic this has become really difficult to achieve. I even received a badge from Tripadvisor for one of the highest number of countries visited vs age. Another passion is diving, both my husband and I are certified advanced divers, with over 80 hours of diving all over the world, from Europe to the Indian Ocean, Mediteranean, Pacific and Atlantic oceans. The more we travel and dive, the more we realise how fragile the natural world is and how much we can do on an individual level to protect it. I am hoping that through my book, I will be able to raise awareness of this and encourage businesses and individuals to support the idea of profit for good rather than just profit.
Please tell us something about your book other than what we have read in the blurb?
I set about writing this book from a desire to raise awareness around brand purpose, its critical implications for society and beyond and to provide the tools for making the right, informed decisions for both marketers and consumers when it comes to evaluating true brand purpose. There has never been such a desire to change, fix, improve, eliminate, or embrace actions that would make a difference to the current affairs and not only make us feel better about ourselves but genuinely help shape a better future. Specifically, for this reason more than half of consumers believe that brands play a greater role than governments when it comes to the future of this planet. Whilst this is all fabulous news for brands to be entrusted with such great confidence, some of them are taking advantage of this trend in an unorthodox manner. Thus, through this book I am hoping to highlight some of the issues around brand purpose and purposeful brands, attempting to better define brand purpose and dreaming to be able to make a difference in how people/consumers/marketeers perceive brand purpose and its real importance and power.
This book is addressed to a very wide audience: from consumers, to marketers, business leaders, entrepreneurs, founders, pretty much anyone who has an interest in sustainable businesses and future proofing the future.
What is that one message that you’re trying to get across to the readers in this book?
We live in a very troublesome world, which needs more than ever actions that speak more than words, consumers who act through their choices and businesses that put purpose above profit. I set about writing this book from a desire to raise awareness around brand purpose, its critical implications for society and beyond and to provide the tools for making the right, informed decisions for both marketers and consumers when it comes to evaluating true brand purpose. I am hoping that this book will make a difference on how businesses perceive, approach and apply brand purpose, which is for greater good, through genuine actions and a more empathetic approach towards consumers, society and the planet. My desire is for this book to enlighten the audiences, expand their understanding of brand purpose and its greater consequences and ultimately change the current state of affairs by being more like a dazzle of zebras and less like a lonely unicorn!
What inspired you to write this book? An idea, some anecdote, a dream or something else?
I have been working in marketing and advertising for a while now, so I have been exposed to a variety of brands – from cult driven, small, family run businesses to multi billion pound empires that have become modern days icons. One day, during a warm summer in London, I had completed a long brainstorming session with one of my clients, which concluded with a burning desire for the company to establish a new strategy that displays “purpose”. That was the moment when I realised that all of this was wrong; very wrong because what my client was asking me to do was to purely sell an image, portraying a behaviour that resonated with their current customers and potential new ones. However, for them, it was more important as to how they would advertise and market this new “purposeful” positioning and not how they could actually bring it to life with genuine actions and truthful communications.
How long did it take you to write this particular book?
Around 5 months
What are your writing ambitions? Where do you see yourself 5 years from today?
I do not consider myself a writer, as this is my first book, however I believe it’s more of a manifesto, a desire to raise awareness about an issue. I will have to wait and see what is the public’s reaction to this first book and if it is positive I will of course consider expanding on the topic and provide further inspiration and assistance to both brands and consumers.
Are you working on any other stories presently?
When did you decide to become a writer? Was it easy for you to follow your passion or did you have to make some sacrifices along the way?
Please see question 5, it all started with my brand experiences and because it felt very unjust and unfair, I decided I need to make my opinion more formal and also provide solutions and advice in terms of true brand purpose and ways of bringing it to life as a business. Lockdown and the pandemic helped me with the book writing as I wouldn’t have had normally so much spare time to sit down and write my ideas. So I have not given up anything per se to make this happen, however I was fortunate enough to do it during a time when the whole world has hit pause. There is a silver line in any cloud 🙂
What is your writing ritual? How do you do it?
I have collected first all my ideas in a little notebook over a few months since I first got the idea of writing a book. I then categorised them in chapters and then I start crafting each chapter. The first two months were most difficult as I was doing it after work, in the evening, so I felt quite tired at the beginning, but then the more I wrote, the more excited and motivated I began. And as I mentioned lockdown helped as I could do it over weekends as well and also over bank holidays, on sunny spring days in the garden. I always had a beautiful candle next to me and a cup of tea, this is my little secret to get inspiration, but it also makes me very happy to feel the beautiful smell of a candle and taste the hot tea on my lips.
How do you prefer to write – computer/laptop, typewriter, dictation or longhand with a pen?
It was a combination of laptop and longhand with a pen as I adore to write 🙂
What are your 5 favourite books?
Non-fiction: Simon Sinek, Seth Godin
Fiction: Agnes Martin-Lugand, Elif Shafak, Ion Creanga (Romanian)
How do you deal with Writer’s Block?
I haven’t had this issue yet!
What advice would you give to aspiring writers?
Follow your dreams! If you have an idea, follow it to completion despite the hurdles you might come across. It isn’t easy, it requires a lot of time, dedication and patience, however when you hold you book in your hands for the first time, that feeling is so worth it! And also, knowing that your book will make a difference in this world, may it be cheering people up, inspiring them, helping them to go through difficult times, educating them or even being their companion for a short time, that makes all the difference. Never give up and follow your dream!
Thank you, Larecia, for your insightful answers!
About the book
Brand Purpose – Less Unicorn, More Zebra?
Purpose is a journey, not a destination. More business leaders, marketers and customers need to become aware of true brand purpose and act upon it through business strategies, marketing campaigns and their wallet. This book challenges the way brand purpose has been deployed over the past few years and examines ways of correcting misconceptions and misuses by providing practical solutions and examples of what good looks like. We all have a role to play in the community, so stop dreaming about unicorns and be more zebra!
You can find Brand Purpose here:
MyBestseller | Amazon | Blurb
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