Brand 50
by Bria Bass
1. Data Analytics
1.1. Be more flexible and customer-centric at scale
1.2. access
1.2.1. quest for real time data to support internal decision making related to customers (meeting them where they are)
1.3. Understand customers
1.4. Privacy - protection customer data
2. Purpose-driven brands
2.1. loyalty linked to shared values + quality product - brand equity more important than ever
2.2. Internal and external rally cry
3. Future of Marketing
3.1. Marketing as a growth driver for the org
3.1.1. How to show ROI / where does marketing impact the bottom line
3.2. Changing org structure model
3.2.1. Old school vs. New school of thought
3.2.2. Role of technology expertise
3.3. Changing consumer trends
3.3.1. Gen Z
3.3.2. Brand personality
3.3.3. Transparency and authenticity
3.4. Evolution of the marketing leader role
3.4.1. CMO role shifting from creative to experience
3.4.2. Role descriptions versus remit aren't aligned - how to drive change
4. Talent
4.1. balance of analytical minds and creative thinkers
4.2. What does talent model need to look like to drive growth
4.3. Insource vs. Outsource
4.3.1. Diverse backgrounds