Rebranding, Team Building, and Marketing Strategies at a Fortune 50 Company

On this episode, Victoria Lozano, EVP of Marketing for Crayola, discusses the evolving role of marketing, the importance of creativity, and the power of partnerships. She emphasizes that marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives. She also highlights the need for marketers to focus on both brand and business, and the impact of AI in marketing, emphasizing the need to use it smartly and not get caught up in sensationalism.Key Takeaways:Marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives.Brands need to create 360-degree engagement with consumers, leveraging various touch points such as products, experiences, content, and partnerships.Crayola has evolved and expanded its brand by focusing on its mission to help parents and educators raise creatively alive kids.Making changes within a legacy brand can be challenging, but articulating a clear mission and purpose can help guide the process. Clarity in brand mission and language is essential to eliminate debates and focus on delivering a powerful and consistent brand experience.Partnerships can be enabling rather than dilutive if they align with the brand's values and bring new capabilities and revenue streams.AI is a valuable tool in marketing, but it should be used as a point of input rather than the final output, with human oversight and touch.Crayola's recent campaign for creativity aims to elevate the importance of creativity in children's lives and help parents nurture it.Emerging marketing leaders should strive to be good business leaders, understanding the business context in which marketing operates.–Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more. 

This is Marketing Trends, where we'll give you an authentic look into the world’s most impactful marketing leaders. How do they think? How do they lead? How do they maintain their dominant positions at brands like ESPN, Google, Meta, Wells Fargo, Walmart and others? Join host Jeremy Bergeron as he uncovers the answers to those questions, and more.

On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby's International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.Episode Highlights:The luxury real estate market is experiencing a shift in consumer demographics, with millennials entering prime income earning years and an intergenerational transfer of wealth taking place.Creating an emotional connection with different generations of clients, even within the same transaction, is crucial for brands in the luxury real estate market.Brands need to show up on different platforms in an authentic way for the younger generation while maintaining brand equity.Constant course correction and listening to feedback from frontline advisors are essential for success in marketing.Empathy, emotional intelligence, and curiosity are valuable traits for leaders in the luxury real estate industry.Breaking overwhelming tasks into smaller pieces and making incremental improvements can lead to significant progress.Looking outside the industry for inspiration and partnering with first-party publishers are important strategies in media purchasing and planning.Investing in a brand's own database of customers and providing a great experience to existing clients can be a powerful channel for lead generation.Sotheby's International Realty is embracing AI and large language models to enhance marketing and administrative tasks.--Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more. Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

On this episode, Woozae Kim, an esteemed marketing leader, delves into the intricate realm of marketing and branding. Woozae underscores the significance of understanding the customer journey and fostering a cohesive brand experience across all touchpoints. Plus, he advocates staying attuned to consumer trends through field research, emphasizing empathy, collaboration, and clarity as catalysts for organizational change, and he challenges conventional norms around some major industry ideas.Tune in to learn:The world of marketing today (2:40)Connecting with consumers (6:10)Where do brands lose sight of the customer experience (11:00)Best and worst marketing campaigns recently (13:40)Balancing the need for empathy and understanding with pushing for speed (18:10)Defining your strategy (21:45)Tips and tricks for marketers today (28:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

On this episode, Dipti Kachru, Global CMO at Broadridge Financial Solutions, unravels the complexities of marketing in the fintech industry. She shares her insights on navigating B2B challenges, the importance of progress over perfection, and the evolving role of the CMO in the corporate landscape. From ABM strategies to resilience in a male-dominated industry, Dipti shares valuable lessons for marketers aiming to make an impact in the ever-changing world of financial technologies.Tune in to learn:What is Broadridge (2:30)Learnings from JPMorgan Chase (6:20)How to approach your first 90 days as CMO (11:00)Marketing to a B2B audience (22:30)How AI can be explored (31:30)Building resilience (39:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

On this episode, Ashley Kramer, Chief Marketing and Strategy Officer at GitLab, shares her expertise on building trust in leadership and fostering collaboration between sales and marketing. Plus, she delves into the world of AI's impact on software development and explains bit about how GitLab is shaping the future.Tune in to learn:Community feedback and the influence it can have (5:15)Marketing to a technical audience (6:55)ABM in 2024 (8:50)Working in companies that are ready to scale (12:00)Coming into a new company and taking time to listen (14:10)Relationship between the CMO and CRO (18:00)GitLab's biggest wins (22:30)The No. 1 metric to look at (25:15)Surprising lessons about making mergers work (29:45)Stepping out of your comfort zone (32:00)The potential of AI in software delivery (34:15)What does it mean to be a CSO? (38:30)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

The smartest CMOs are constantly looking for ways to get and stay ahead. On this episode, Jim Kruger, the CMO of Informatica, how he does this by driving forward a focus on leveraging AI and cloud technologies to help customers bring their data to life. Jim emphasizes the importance of aligning marketing strategy with cloud growth and shares his approach to leading and developing leaders, as well as his personal use of AI tools in his role as a CMO. Tune in to learn:What is Informatica? (2:00)The marketing approach for cloud growth (4:20)How to differentiate yourself (9:10) Effective strategies for promoting cloud services (11:45)Bringing people together with events (18:15)Aligning product and sales teams (21:00)Cultivating talent and developing future CMOs (26:00)How CMOs can use AI in their day-to-day (29:00)Finding work-life balance (42:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

Out-of-home advertising is the oldest form of marketing around, outside of word-of-mouth. But is there a way to revolutionize what has always been pretty traditional? On this episode, Dan Levi, the CMO of Clear Channel Outdoor, discusses the company's focus on digital innovation in the out-of-home advertising space and he explores the impact of AI in the industry and how it is being used to enhance creativity and optimize campaigns. Plus, lessons learned from his time at MTV and Monster, and what it takes to build high-performing teams.  Tune in to learn:What is Clear Channel Outdoor (1:50)The importance of having the right people (03:30)How to build relationships (6:10)Learnings from MTV (9:30)What led Dan to Clear Channel Outdoor (21:00)Understanding attribution of OOH (28:00)Social responsibility in the corporate world (40:30)The culture of the ELT (46:00)--Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

In the marketing world, you have to evolve or get left behind. On this episode, Anthony Kennedy, CMO of ION, discusses how to stay ahead and digs into the importance of building a high-performing marketing team, and he emphasizes the need for continuous learning and development. And on the note of constant evolution, Anthony also shares insights on tailoring marketing strategies for diverse industries and the impact of AI on marketing. Tune in to learn:The importance of design in communicating a message (7:30)Creating an employee culture (11:45)Tailoring marketing strategies to meet the needs of various industries (14:45)Why simplicity leads to scale (16:00)Digging into the power of generative AI (18:10)Prioritizing metrics that matter (21:50)How to think about growing communities (29:20)Building with AI (42:00)Mentions:Knowledge Project podcastOgilvy on AdvertisingMarketing ProfsMini MBAMission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

There are so many factors that go into being a great marketer. Angela Stelle has identified many of them, and she has joined many of those factors to find success for herself and the brands she has worked for. Today, Angela serves as the CMO and Chief Experience Officer, Sterling, and on this episode, she shares what she has learned on her journey, and she goes deep into what’s working today and how she thinks about things like aligning marketing and experience, success in ABM, and multi-touchpoint strategies.Tune in to learn:What it means to be head of both marketing and experience (3:30)How being a Chief of Staff can be a launching pad (5:05)What it takes to scale from mid-size through an IPO (11:45)Creating alignment between marketing and CX (20:30)How to have success in ABM (30:30)A multi-touchpoint strategy (34:50)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.