Go Slow To Go Fast: Zoom's CMO On Crisis Communication, Reputation Management, & Earning Trust Back

Zoom became a verb during the pandemic. And that turned into one of the biggest branding problems the company ever faced. In this episode of Think Fast, Talk Smart, Matt Abrahams sits down with Kim Storin, Chief Marketing Officer at Zoom. Kim oversees brand marketing and communications for one of the most recognisable companies in the world: Zoom. From navigating a global rebrand to handling a crisis on her first week on the job, Kim brings her communication wisdom that only comes from being in the room when it matters most. In this episode, Matt and Kim cover: • Becoming “the Kleenex of software” actually worked against Zoom’s growth. • Kim's 2-pronged formula to fight brand pigeonholing - one half science, one half art • A crisis-comms rule that prevents the worst PR disasters • Keeping culture alive at scale with a flat org chart and biweekly town halls • What every communicator must steal from Taylor Swift's playbook • Kim's 3-ingredient recipe for communication that actually lands This episode lays out Kim's complete playbook - from rewriting brand perception to the three-word recipe she says every great communicator needs. The same playbook she used to turn Zoom from a brand people visit into one they defend. About The Guest: Kim Storin is Zoom's Chief Marketing Officer, overseeing brand marketing and communications. She is a seasoned executive with a background spanning startups to Fortune 50 companies and has been instrumental in reshaping Zoom's brand perception beyond video conferencing. About Matt: Matt Abrahams is a leading communication expert, Lecturer in Organisational Behaviour at Stanford GSB, and host of the award-winning Think Fast, Talk Smart podcast. He has coached presenters at TED, the World Economic Forum, and the UN Secretary General's office, and his online talks have garnered millions of views worldwide. He is the author of Think Faster, Talk Smarter and Speaking Up without Freaking Out - two bestselling guides to confident, spontaneous communication. Key Quotes • "We became a household name, we became a verb. We're the Kleenex of software. " - Kim Storin (03:32) • "I always say like go slow to go fast when it comes to a crisis." - Kim Storin (16:44) • “Your reputation and your brand are the most valuable assets that you have as a company." - Kim Storin (18:20) • "Loneliness is the new smoking in a lot of ways." - Kim Storin (20:33) • "Authenticity is going to rule. Gen Z is telling us over and over again that authentic communications matters." - Kim Storin (23:01) Chapters 00:00 Introduction 00:44 The Stanford Connection: Eric Yuan 03:31 The Double-Edged Sword of Going Viral 05:00 Changing Perception at Scale 08:18 Building Company Culture 10:52 Online vs. Face-to-Face Communication 15:02 Crisis 101: When the Story Turns Against 19:24 Matt’s Three Questions 24:29 Conclusion Relevant Links: Kim Storin: https://www.fastersmarter.io/guests/k... Episode References: https://www.fastersmarter.io/82-its-n... Connect with us: Premium Signup: https://www.fastersmarter.io/premium/ Email Questions & Feedback: [email protected] LinkedIn: (  / think-fast-talk-smart  ) Instagram (  / thinkfasttalksmart  ) YouTube (   / @thinkfasttalksmart  ) Matt Abrahams on LinkedIn (  / maabrahams  )