Reinventing a Global Brand and Thriving Through Seismic Change With Tracey Felicidade Jones

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Tracey Felicidade Jones is the CEO and Founder of Trace Brand Building, a global branding and marketing agency with operations in South Africa and the United States. With over 20 years of experience in FMCG and pharma, Tracey's leadership has earned her company an impressive client list, helping international brands like Dr. Oetker and Novartis build memorable, iconic brands. Tracey's journey growing up in South Africa during and after apartheid and later expanding her business in the US gives her a uniquely resilient perspective on brand building and entrepreneurship.

In this episode…

What does it really take to rebuild your life and business from the ground up? For some, reinvention is a branding exercise. For others, it's survival. How do you start over in a new country, in a new market, and still manage to build something stronger than before?

For Tracey Felicidade Jones, a brand marketing expert, the answer begins with grit and perspective. A lifelong entrepreneur who has faced everything from rolling blackouts to armed hijackings in South Africa, Tracey believes that true brand reinvention mirrors personal resilience. Drawing on her background in dietetics, global marketing, and storytelling, she built a business rooted in authenticity — helping companies rediscover their identity through archetypes and emotional connection. After relocating to Colorado, she reimagined her agency to fit the American market, proving that adaptability and heart can turn disruption into growth. Her story is a reminder that great brands, like great people, thrive by staying true to their essence while boldly embracing change.

Tune in to this episode of the Smart Business Revolution Podcast as John Corcoran interviews Tracey Felicidade Jones, CEO and Founder of Trace Brand Building, to discuss how she reinvented her global agency after moving from South Africa to the US. Tracey also shares her vision for the future of creative leadership and the value of staying authentic in a rapidly changing world.