Olivier Egli Tells The Truth About Magnetic Brands
The following interview was conducted recently between NextNW Executive Director, Kent Lewis, and Olivier Egli, Work Guide and Educator at Be Like an Apple Tree. Olivier will be sharing his thoughts about Magnetic Brands at our March 20th learning event at Kiln.
Kent Lewis: For those not familiar with your incredible path as a brand marketer and educator, please tell our readers a little about yourself.
Olivier Egli: Originally, I set out to become a brain surgeon but got swept into the world of TV production during an internship, where I discovered my knack for storytelling and content development. This led me to pursue a degree in visual arts with a focus on screenwriting. Rather than taking the traditional route, I joined media agencies pioneering cross-media campaigns in Europe and helped birth branded TV programs. I then cut my teeth as a copywriter on both the agency and client side for more traditional advertising projects, which eventually evolved into a career as a creative director, director, and producer—one that spanned more than a decade.
One of my biggest pet peeves has always been seeing the magic of stories underused or even banalized. So at one point, I began organizing think tanks and initiatives aimed at educating other communication professionals on how to push boundaries. This led me to help luxury brands rethink their approach to storytelling and production. With the rise of innovation-focused startups and shifting media consumption habits, I saw new opportunities to bridge entrepreneurial ingenuity with deep human needs. This became my role at Red Bull, where I served as a sort of “creative liaison” between the brand’s legacy and a rapidly evolving world.
Seven years ago, after more than 20 years in high-performance corporate settings, I pivoted from simply improving communication to helping people build better brands that communicate their value more effectively. Today, I consider myself a brand guide, sitting at the intersection of science, strategy, communication, and even spirituality—bringing together the disciplines needed for holistic business operations. I’ve had the honor of working with incredible businesses over the years, helping them shift from traditional, transactional models to becoming transformative places of value. My goal? To impact one million.
Lewis: You’ve worked with global luxury brands during your time in Europe. Can you tell us what that was like?
Egli: It was tough, especially when I first started out, because I had to balance the impossible—the importance of tradition and the inevitability of innovation—without sacrificing either in the process. On top of that, you’re bringing new ideas and insights to the table. Needless to say, these projects were always incredibly demanding. Add in the usual constraints of time and financial realities, and you could easily call it a pressure cooker.
Lewis: You spent time as a Creative Director at Red Bull, an iconic lifestyle beverage brand. What did you learn during your tenure?
Egli: Far too much to sum up here. But certain things stand out—like the weight of the crown that comes with being a top performer. It’s not about domination but owning a market that must be defended. And, as the question suggests, there’s the eternal misunderstanding of it being just a beverage brand.
A brand like this, with a “fuzzy” yet highly recognizable persona, must invest heavily in preventing identity crises. It would be far too easy to lose focus for a moment and have the ship veer off course. You wouldn’t believe the sheer amount of active communication required just to maintain the status quo.
Lewis: I’m intrigued by the metaphor of brands as musicians, creating music that attracts like-minded individuals. Can you give us a little teaser on what that metaphor means for brand marketers?
I wouldn’t spell it out for any specific group of people because what I’m talking about is a universal concept that applies to everyone: the idea that we can either define ourselves—rooted in our nature—or look to the world to give us an identity.
This might sound trivial, but the ramifications couldn’t be more significant. If a brand fails to play its own music and instead tunes into the cacophony of ever-changing markets, it will never build a true identity. Without that foundation, it can’t establish meaningful values and will always be stuck in a reactive posture. This is not only frustrating—draining resources—but also lacks the ‘human factor’ that fosters buy-in and genuine engagement.
On the other hand, if you are conscious of your own music and fully committed to expressing it, you develop a distinct profile—one that becomes a unique value. It’s human nature to gravitate toward such steady, authentic fixtures, both as employees and as clients.
Lewis: You’ve been a professor at a variety of business schools over the years. If our readers are students in your class, what would they take away from your teachings?
Egli: I’ve always been an avid advocate and ambassador of applying natural principles of leadership in a business context. My workshops on the true meaning of sustainable, meaningful growth—and how to apply it within organizations—remain my most popular.
Lewis: Tell us about your current consultancy. What type of work do you to for your current clients?
Egli: I consider myself more of a guide than a consultant, as my work is a journey—one that leads through a door of transformation. In my own words, I turn entrepreneurs into “intupreneurs.” Specifically, I help people find the courage to discover their own music—and, more importantly, to act on it.
My primary focus is liberating people from a mindset that traps them in limiting convictions, reducing their businesses to something no one truly wants to be part of. Once that liberation happens and a meaningful mission crystallizes through the ideation process, then we turn the focus to strategy and branding to help bring it to life.
Lewis: What are you working on now? What’s your pet project?
Egli: The hardest but also most gratifying thing I have ever done in my life: I have been working on an extensive book for the past 4 years which is slated to come out fairly soon.
Lewis: You’re relatively new to the Portland area. What is the greatest (pleasant) surprise about our fair city?
Egli: When I moved here a little over a year ago, I wasn’t prepared to meet people my age who were so willing to welcome me without judgment. I feel like as we age, we tend to close ourselves off from the things that make us most human—curiosity, playfulness, and openness. Portland seems to be a great playground for sparking movements and igniting new ideas that break paradigms, which is the perfect soil for a person like me.
Lewis: What do you miss most about living in Switzerland?
Egli: I will say that, while the local cheese selection is solid and some places import Swiss cheese (though only the popular ones), it’s nothing like what I’m used to back home.
Lewis: Where can our readers learn more about you?
Egli: I host a podcast called Do Happy Work that’s on most of the popular listening platforms, and I send out weekly thought nuggets to my readers. I’ll shamelessly admit that my website is currently under construction as we’re adding new offerings and major updates—like a physical learning space. While I try not to spend too much time on social media, you can find me on LinkedIn.
Lewis: Thank you for your time. I look forward to seeing your presentation on March 20th, The Truth about Magnetic Brands.
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