Keeping a brand fresh means evolving with trends, but Alma Derricks, former VP of Sales & Marketing of the Retail Sales Division at Cirque du Soleil, knows that not every trend is right for every industry. As someone who runs towards moments of inflection, that’s exactly what Derricks walked into when she joined Cirque during an ownership change in 2015. Believe it or not, Cirque had relied on organic growth for over 30 years but finally found itself in need of an organized and inventive marketing strategy. With a diverse background in media and entertainment, Alma Derricks helped differentiate Cirque’s many shows and make them top-of-mind for show goers. She also launched SPARK, a brand extension of Cirque that serves as a learning laboratory for corporate teams. The new business took off and not only created a new way to access the brand, but also a strong statement about who they are. In this podcast, we’ll take a special peek behind the curtain of one of the world’s top-earning theatrical companies and the marketing that helped revive its brand. You’ll learn about identifying which trends are suitable for your business, making sure your company cuts through the noise, differentiating your product or service offerings, and more. While Derricks has since moved to another role, you’ll find that the insights she shares are timeless.