A Transatlantic Dialogue on Branding

The new episode of BRANDED WOR(L)DS – A Transatlantic Dialogue goes live on Sunday, August 31, 2025, at 09:00 CET. In this edition, hosts Steven Baumgaertner and Jeff Solomon welcome Heather Smartt, Global Head of Goldstar, for an in-depth conversation about what happens when simplicity becomes a strategy and empathy becomes brand power.

Goldstar has built its reputation on clarity, transparent pricing, and a human-first mindset that resonates across markets worldwide. Under Heather’s leadership, the company has navigated market shifts, cultural transitions, and bold expansions while staying deeply connected to what truly matters: people.

In their dialogue, Steven, Jeff, and Heather explore how Goldstar manages to preserve a “simply human” brand identity across international markets, how the company balances purpose and profit without losing agility or accessibility, and how it has developed a global voice that remains authentic across cultures. Heather reflects on the differences between European and North American approaches to branded merchandise, and she shares her vision for the future of Goldstar, the industry at large, and the growing influence of women in leadership roles.

The conversation makes clear that simplicity is not about playing it safe but about cutting through the noise and standing for something real. Goldstar demonstrates that the strongest brands are not necessarily the loudest; they are the ones that listen, adapt, and lead with empathy. This episode is a reminder that branding, at its best, is about more than products or marketing—it is about purpose, clarity, and human connection.

The episode “Simply Human – How Goldstar Balances Reach, Relevance, and Responsibility” is now available to stream on Spotify, Apple Podcasts, and brandedworlds.online.