Talking Trust and Value
At last year's THE Conference on Marketing, everyone seemed to be talking about the importance of the 1to1 connection, and how to reach individual customers. In the span of one year they've evolved the message to get into the hearts and souls of those customers. Marketing is now about storytelling, where consumers can come to their own conclusions and where their values drive engagement with a brand. In this week's lead 1to1 Weekly article, Steve Wynn and Home Depot's CMO share their stories of building trust this deeply.
In addition to Wynn and Home Depot, Frito Lay CMO Jaya Kumar explained that his company is trying to reach people's hearts and minds, not just wallets. It's renovating its Sun Chips plant to run on solar energy, to be true to the brand and promote environmental responsibility. Doritos fans can choose the name of a new flavor, as well as pick a flavor to be continued or discontinued, he said. His company is focused on "Sensory signature" branding, which defines the brand using the five senses.
What do you think of this marketing strategy? Is your company doing anything related with its marketing?
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