ANA Identifies Eight Attributes of Purposeful Brands
It has become rather trendy to question -- or even speak out against -- the value of brand purpose. That mountain of studies from trusted sources about consumers preferring to support, buy from and work for purpose-led brands? Overblown and misleading, the skeptics say. The idea that a deeply embedded purpose can drive business strategy and operations, improve organizational culture and lead to solutions that address societal issues? Perhaps, but at what cost to the business in time and effort? The notion that purpose can spur sales, business growth and competitive advantage? Oh, please.
Activating Brand Purpose is Easier Said Than Done
As more companies look to make a larger impact on society through purpose-driven strategies, they would be wise to heed to the warning of Andrea Brimmer, chief marketing and public relations officer at Ally Financial: "While the potential of brand purpose is game-changing, it's also a minefield if you get it wrong."
Kia's Michael Sprague on Challenging Consumers to Raise Awareness
Having entered the U.S. market in 1994, Kia Motors is still considered a relatively unknown brand. But that perception is quickly changing. Through bold and inspiring marketing, innovative partnerships and a relentless focus on fostering cultural diversity within the workplace and across its global network of distributors and dealers, the company is attracting serious attention and making its competitors take notice. Kia reports that it has sold more than 6.3 million vehicles in America and is now the eighth largest car company in the U.S. by annual sales volume. Its marketing efforts are meant to challenge what consumers think about the brand, raise awareness and increase perception and consideration, says Michael Sprague (pictured above), Chief Operating Officer and Executive Vice President at Kia Motors America. “We do this by telling our story across multiple platforms and in ways that stand out from the sea of sameness in the cluttered auto sector, forging partnerships with like-minded organizations and individuals who are not afraid to defy conventional thinking, and engaging with consumers in authentic manners that correlate with their daily lives,” says Sprague, who will speak at the ANA Multicultural Marketing and Diversity Conference, October 9-11 in Los Angeles, Calif.
Jim Speros of Fidelity Investments on Generating and Riding Momentum
Over the course of his 40-year career as a marketer, Jim Speros has contributed significantly to the transformation of advertising. A great example is the iconic "Green Line" campaign he launched in 2009 for Fidelity Investments, where he serves as Executive Vice President of Corporate Communications. Though marketers often fixate on the creativity of their campaigns, Speros believes that marketing is ultimately about driving momentum for companies.
Foresight Keeps Lowe's at the Forefront
Tanya Franklin is all about the future, not the here and now. As Director of Market and Consumer Insights at Lowe's she works with the Strategy, Insights, Planning and Process group to monitor consumer and lifestyle trends to keep the home improvement company on the cutting edge and at a competitive advantage. If the group identifies likely shifts in consumer behavior, driven by social, cultural, environmental, technological or economic forces, the insights are disseminated across the enterprise to help drive new business initiatives.
How Coca-Cola Drives Shopper Activity
Since 1998, John Mount has served in a variety of functions at The Coca-Cola Company, including Category Development Manager, Director of Marketing, Region Director of Channel and Customer Marketing and now Vice President of National Retail Sales Customer Marketing. The roles may be different, but Mount (pictured above) says there is one common thread: having the ability to collaborate with others and inspire the front lines to execute new Coca-Cola solutions.
NFL Ups Its Game in Social Space
To keep the most popular professional sports league in the U.S. at the forefront of the ever-changing social media landscape, the NFL last year elevated Tom Brady (no, not that Tom Brady) to the position of Vice President of Social Media and Emerging Programming. Among his myriad duties, Brady (pictured above) shapes the NFL's social strategy, content, voice and messaging across platforms; maximizes the use of social at a league, club and player level; and leverages social to drive awareness of programming and content on the NFL Network, NFL Mobile, NFL.com and other NFL Media Group properties.
Proving the Worth of Content Marketing
As an accomplished writer, speaker and marketer, Michael Brenner (pictured above) knows firsthand the effects great storytelling can have on audiences, from heightened engagement to closer connections to increased sales. He even goes so far as to suggest that storytelling is at the core of our happiness and survival. “The best stories speak to our hearts in a truly authentic and emotional way,” says Brenner, author of The Content Formula and CEO of the Marketing Insider Group.
Brands Take Aim at Influencers
Advertisers are increasingly engaging “influencers” to help promote their brands and spread messages across digital and social media. A 2015 study by Tomoson, which provides software for blogger and influencer outreach, found that 22 percent of marketers surveyed rated influencer marketing as the fastest-growing online customer-acquisition method -- and for good reason. On average, businesses are making $6.50 for every $1 spent on influencer campaigns, the study noted.
Marketing Florida Sunshine
As vice president of global brand at Visit Florida, the state’s official tourism marketing corporation, Susannah Costello directs an integrated marketing team of 23, oversees 10 agencies, and works with numerous partners from across the globe. In some respects it’s like conducting a 60-piece orchestra -- without the benefit of having everyone in the same room. While challenging, Costello is quick to credit her “amazing team of brand managers and channel directors” for remaining grounded in the brand story.
Fueling the Taco Bell Brand
Consumers' shifting media consumption habits, and the technology driving those changes, have compelled Taco Bell to think more creatively and market more aggressively, which suits Juliet Corsinita just fine. As Vice President of Media and Brand Partnerships at the nation's largest Mexican fast-food chain, Corsinita (pictured above) says she gets inspired by opportunities to "fuel the cult of the Taco Bell brand" through digital innovation, social experimentation and media disruption.
The Customer Experience Imperative
Pegasystems CMO Robert Tas needs no convincing of the critical role advertising can play in building strong brands and driving company growth. But when he considers the success of companies such as Google, Uber, and Amazon, he sees a need to accelerate the focus and investment on end-to-end customer experiences. Companies that execute a seamless experience, Tas believes, will be the “winners of the future.”
Voya Makes a Name for Itself
When ING U.S. was rebranded as Voya Financial in the spring of 2014, the company launched a massive, well-orchestrated marketing campaign to reach all its stakeholders, from customers and distributors to employees. While newer media channels such as digital, mobile, search, and social successfully positioned Voya as a “retirement company” in a crowded financial services marketplace, some time-tested marketing basics were revisited to ensure the rebranding was executed as effectively and cost efficiently as possible.
