By Kate Rayner - September 14th, 2020
Brand Management belongs to everyone, not just your marketing team.
Brand Management belongs to everyone, not just your marketing team. That was the conclusion of our recent online roundtable with CMO’s and Heads of Marketing from Arcelik, Aston Martin and Frontify. To successfully amplify your brands communications and provide your customers with an experience that drips with your brands personality you need to involve the whole company.
With an increased focus on purpose driven marketing we discussed examples of how these brands have managed to hit the right note, especially over the past few months. Arcelik have partnered with a number of global sports brands including FC Barcelona to champion their cause to help fight childhood obesity, as a result their Eat Like a Pro campaign has won numerous international awards. Aston Martin on the other hand have carefully micro-managed each of their communications and been incredibly modest about their manufacturing effors switching from V8 super engines to PPE and other medical equipment.
These two vastly different methods have one thing in common, they had total buy in from across the entire organisation. Learning how to align cross-functional teams to create a company-wide movement that understands the value of the brand is essential to your future success.
If you’re interested in how this discussion evolves, check out one of our upcoming sessions focusing on how to engage and amaze customers by creating a compelling brand experience (9am PT/12pm ET - Thursday October 8th). With CMO’s and Heads of Marketing from SurveyMonkey, Alibaba, Charles Schwab and Roche leading the discussion, don’t miss out. Sign up here for free!