‘Don’t let the modern world frighten you’, says Unilever ANZ CMO on effective brand building
The chief marketing officer at Unilever Australia/New Zealand urged marketers not to fear the modern world and its multiple platforms, saying millennial values like “authenticity” and “transparency” were key to building a brand.
John Broome “authenticity” and “transparency” key
Speaking in the session ‘Brand Building and How to Win the Trust of Your Customers’ at Mumbrella’s Retail Marketing Summit, John Broome, Unilever’s CMO, said aligning with consumer values was essential for big brands hoping to compete effectively in the modern market and consumers would “reward” brands for building and fostering relationships.
While marketers face challenges with building their brands through multiple channels, Broome told marketers “don’t let the modern world frighten you.”
Great conference and really interesting panel, thanks Mumbrella. I did ask a question though that none of the panelists answered. So I’ll pose it again. I’d be interested in the industries pov.
‘You all talk about brands that have a purpose and a layer that intrinsically does good whether it be sustainability or body confidence, all positive. What’s your view on a brand that does the opposite such as Donald Trump and what do you think their future is in the long term?’
Thanks in advance,
Eithne
Well said!
“It’s not just how many people are going to see the brand on a billboard, but ‘is my marketing budget actually better spent on being able to put the money back into the product and (offer customers) free-range chicken and then be able to talk about it from a PR point of view, as opposed to it just sitting in a marketing budget that I just spend on digital and outdoor?’”
For small challenger Brands it’s easy to look at the big players and what they are doing for Marketing and say “hey that’s what we need to do to grow” But that’s not always the case, especially if your growth ambitions are more modest. Focussing on the Brand and customer and gaining their loyalty and advocacy can be a lot more beneficial.
Can you not see how blind and lacking insight your question is. There are lots of people who believe Donald has more purpose, and is doing more good than anyone in the history of American politics. (Im not one of them – but there are lots out there).