Let’s talk branding with Tracy Georgiou

What makes some brands stand out over others in a sea of online noise? We chat this and so much more with Tracy Georgiou of Long Weekend.

Tracy Georgiou is brand strategist, creative leader and business builder. Tracy has built emerging brands and reinvented iconic global lifestyle businesses across fashion and hospitality, including J. Crew, Loeffler Randall and The Lake House on Canandaigua. 

Tracy’s creative career journey started as an intern at a dream magazine. She would go on to work at a photography studio then land a role at J Crew as a merchandiser. Tracy had a chance encounter with President and Ceo Mickey Drexler in the hall way. This chance encounter would change the trajectory of her career. Mickey asked Tracy what brands she thought they should carry. Tracy got to work she did a bunch of research, wrote a really in depth email and they lead to Tracy leading the Women’s Partnerships Department. Tracy brought fun collaborations like Birkenstock, New Balance and Drakes of London to name a few.

So what makes a good brand collab? Tracy says there is no one size fits all approach. Getting clear on your desired outcome is key. Are you trying to tap into a niche community, spread brand awareness, create newness around a legacy brand? Knowing this going in will make it easier to get to your goal.

Do creatives with beautifully curated social feeds struggle with imposture syndrome? Turns out they do. Tracy admits she is often her toughest client (I can relate deeply) Putting your creative work out to be judged can be terrifying. One way Tracy has helped navigate these feelings is by checking in with the feeling she wants Long Weekend to have. She wants to make sure her content is creating joy.

Need some more inspiration? Listen to the full interview here

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Check out her work here