Q&A: "From the Heart: A Conversation with Robin Dimond, CEO and Founder of Fifth & Cor"
Meet Robin Dimond, the CEO and Founder of Fifth & Cor, a marketing & innovation company. Dimond brings over 15 years of experience that has led to a successful team and client success stories over the years. Passionate about the human experience, Dimond strives to bring sensory experiences and the heart back into all her team’s work, thus comes the name - Fifth (five senses) & Cor (Latin for heart).
Dimond strives to not only transform brands, but also communities. She sits on the Broward College School Board, participates in various charities, and finds opportunities to empower the next generation through technology and marketing advancement. Dimond is also involved in the technology advancement in South Florida through NSU’s Levan Center of Innovation and is a member of the Female Founder Collective where she finds opportunities to uplift other women-owned businesses.
Q: Can you tell us about the inspiration behind starting Fifth & Cor?
It’s all in the name - so many brands and businesses focus on data, data, data - but there are people behind the data. Fifth & Cor breaks down the experiences. Fifth represents the five senses that a brand or experience should bring to life and Cor is Latin for heart. It takes heart and courage to start and run a business and it is the foundation of what we do.
As a business owner, you have a responsibility for helping make the economy, community and next generation a better place.
Q: Can you share a specific example of a campaign or project that you've worked on that demonstrates how Fifth & Cor has helped transform a brand and its impact on a community?
The marketing of a non-profit called Rescue 22. The Rescue 22 Foundation provides the highest quality of task-trained service dogs in order to address the mental and physical health of our nation’s combat veterans. We created a social media campaign for their partnership with the Terminal List helping grow their support from the community and share their mission with so many others.
Q: How do you balance your role as CEO and founder of Fifth & Cor with your involvement in the community, specifically through your participation in various charities and your role on the Broward College School Board?
To be transparent, I don’t think I have found a balance. Balance is hard to define when it comes to personal and professional life these days. It’s an all-in mentality. As a business owner, you have a responsibility for helping make the economy, community and next generation a better place. I personally think there is no balance when it comes to that.
Surround yourself with women who would mention your name in a room full of opportunities.
Q: Can you speak to the importance of innovation in marketing and how Fifth & Cor incorporates this into its approach to help clients stand out in their industry?
Customers want personalized experiences. They want a brand to see their value and create an individual authentic experience tailored to their needs. Advancements in technology also play a huge role in brands leveraging innovation from augmented reality (psst IG filter is one) to customize in-store experiences. They want a seamless experience throughout the buying cycle. Brands that are slow to incorporate innovation are closing every day. Times have changed and people have changed.
Q: As a member of the Female Founder Collective, how do you work to uplift other women-owned businesses and what advice do you have for other women looking to start their own companies?
I promote them, I connect with them, I buy from them, I partner with them, and I collaborate with them. I am the biggest cheerleader when it comes to supporting other women. The advice I would give comes from a sign I have in my office, “Surround yourself with women who would mention your name in a room full of opportunities.” You can’t run a business alone. You need accountability and support. Find great people who will pour into you and you back into them.
Published on January 29, 2023
