What Brand Marketers Need to Know: From Mastercard, Frito-Lay, Kohl’s, Disney and More

Raja Rajamannar of Mastercard showcased a new program quotTrue Name by MasterCardquot which addresses the deep conflict that occurs for LGBTQIA persons when their legal name is a disconnect with who they are quotTrue Namequot allows the cardholder to use the name they identify with on their card It was a hugely complex undertaking with Mastercard39s partner banks but is now in 30 markets It39s their best performing card in history on many levels from transactions to repayment behaviors Yet another compelling example of how marketing is at its best when there is a meaningful product difference to shine a light onOn a lighter note FritoLay showcased their quotbest atquot ability to raise involvement through creative celebrity partnerships and marquee events like the Super Bowl CMO Rachel Ferdinando sums it up as simply quotcoming from a place of joyquotShenan Reed head of media for L39Oreal drove home the complexity of today39s landscape with two key observations quotWe have never done away with a single ad format just added new ones and by her math there are more than 73000 permutations on ways to buy media today She revisited the classic quotgoodcheapfastquot dilemma making a strong case that quotgoodquot is foundational leaving the choice between quotfastquot and quotcheapquotamp160Final takeaway Go for good and fast but just not too expensiveAmy Pascal head of marketing and brand strategy for Weber told the origin story of the company noting that quotall great innovation begins with 39what if39quot and that the most iconic brand stories are those where the consumer tells the story along with you2020 was a pivotal year for retail and Kohl39s CMO Greg Revelle reveals a multitude of pivots that the retailer made from streamlining its rewards program to increasing investment in social through a number of diverse influencers to fundamental product changes eliminating multiple brands reviving the Amazon return program and embarking on a huge new partnership with SephoraThe first panel of the conference took on the herculean challenge of identifying whether diverse efforts were working Disney39s Rita Ferro emphasized the corporate and human challenges noting that Disney wants to make it easy to work with them and calling out that quotIf you can39t measure it it won39t matterquotTony Mokry of Cricket Wireless notes that Cricket has always had a multicultural core position so it39s total marketing program has diversity at its core and can be measured by total business results Tony highlighted an HBCU campaign that was driven creatively by Ewurakua Dawson Amoah a young black female director who herself attended an HBCUThat theme of results continued into the quotSeeHerquot panel where Julie Yufe of AnheuserBuschInBev shared this powerful nugget they have seen that the accurate portrayal of women has led to a sales lift between two and five percent In a business segment that posted 05 results in 2021 that39s a big darn deal The SeeHer member panelists concur that using SeeHer39s GEM Gender Equality Measurement technique has delivered meaningful improvements and business resultsQuotable Quotes of the DayquotIf your brand is not respectful of the consumer it39s not going to be relevantquot Rita FerroquotIt39s not just about who39s in front of the camera but who39s behind itquot SeeHer panelPhotos courtesy of Pattie GlodClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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What Brand Marketers Need to Know: From Mastercard, Frito-Lay, Kohl’s, Disney and More

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What Brand Marketers Need to Know: From Mastercard, Frito-Lay, Kohl’s, Disney and More

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