CMO.com Highlights — Making Your Brand a Positive Force for Good
Last week’s exclusive content on CMO.com focused quite a bit on the perceptions that brands create for their customers. This affects how a brand utilizes social media and even the role of the consumer in an organisation’s processes. Innovation is another important element for many organisations that want to present relevant products and content to their customers. Digital transformation continues to be an important topic of discussion for many organisations because few things communicate relevance better than an embrace of digital and relevant content across channels. Finally, today’s brands need to be perceived as forces for good, and navigating that expectation can be tricky.
The week began with Grégory Pouy, Digital Marketing Strategist at LaMercatique, with a discussion of how brands can utilize the collaborative economy used by companies like Uber. The collaborative economy naturally evolved from social media, and brands like Uber and Swisscom have been able to exploit it to give consumers the opportunity to help other consumers. Pouy shared some insightful tips to help brands successfully integrate the collaborative economy into their existing models.
Last week’s interview with Britvic CMO Matt Barwell shed some light on Britvic’s process of innovation, both in products and in marketing. Given Britvic’s long history, part of the company’s innovative approach to marketing is deliberately choosing not to use the Britvic name as an umbrella over the rest of its brands. Britvic began as a bottler, but it now also owns several great brands. Barwell shared some of the most important lessons the company has learned from marketing its new category product Squash’d, as well as how the company approaches creating relevant content across multiple digital channels.
Digital transformation is vital to any company’s marketing approach, but the headaches that come with digital transformation are often overwhelming. Stefan Svärdenborn, Vice President Brand & Marketing at Trelleborg, shared some interesting insights about using gamification to engage top-level management in this much-needed change. Svärdenborn highlighted the importance of giving top-level managers a more practical hands-on experience rather than relying on theoretical understanding alone. Giving top management a digital journey to travel allows them to personally see how the race toward digital is imperative to the organisation’s continued growth.
Further elaborating on the need for organisations to embrace digital transformation, John Travis, VP EMEA Marketing for Adobe Systems Europe, shared in an interview at Adobe’s Symposium in Paris that transformation for Adobe meant a complete rethinking of the entire marketing process. One of the most important changes he mentioned was going from a campaign mentality to understanding that marketing is an “always-on” endeavor. It also meant trying things out rather than striving for perfection right out of the gate and taking on more of the work that had previously been outsourced. Take a look at the video interview to hear more of what Travis had to say.
Klaus Sommer Paulsen, CEO & Founder of Adventurelab and Co-Founding Partner of CNA | SOPHIS, finished the week with a discussion of customers’ expectations that a brand be a positive force for good at the local and global levels. Meeting this expectation is so important, Paulsen says, that an organisation’s approach to corporate social responsibility (CSR) activities could make or break a brand. Customers want a brand to enable them to be socially responsible shoppers and make a positive contribution themselves. Paulsen shared a number of insights on how organisations can approach CSR and make their social contribution effectively known to the world.
We’d love for you to engage with our exclusive content on CMO.com and let us know what you think.