Click the photos to reveal speakers' insights
Relationships [are] a key word for me because it’s how I do business…I like to be with people and so I find that facet is how I’ve been able to convince
the CEO to [experiment]: let’s try to do a rebrand, let’s do the things that are hard…It’s about that trust in relationships.”
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Brand And Business Expansion and The Diversification Of Revenue
JOSH Golden
CMO, Quad
PANEL
CMO, StockX
Deena Bahri
Chief Brand Officer, Combs Global
Deon Graham
When we bring things to the table, if it’s not cool in the room, if people aren’t actually doing it in their life, it’s not a business that we like to get into. It has to be stuff that’s authentic to us…Our room reflects who we’re marketing to [and] who we’re trying to get our products to.”
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[One of our] cultural values is being hungry for what’s next and we try to bring that off the page…using that to spark that curiosity and that appetite
to try new things…And within that, creating this norm around, you’re not always going to have the answer…but you’re probably going to learn
something through that.”
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[We didn't] have a ton of capital to do big creative ideas…but [we] still had to get people’s attention…As a brand, we want to kickstart conversations around positive self-worth and mental health…Because we were doing that [and] giving back to our community, we were providing them with a sense of value and…we got more people talking about us.”
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Creativity is an economic multiplier and when you attach it to technology…
it creates value. It becomes innovation only when you have creativity
and technology together.”
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We [evaluate] creative on a few things…does this help us elevate the brand up and out of the category?...If another airline, a major hotel chain, even a destination can put their logo on this creative, then it's not doing enough to catapult us to be a great consumer brand.”
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CMO, Rare Beauty
Katie welch
Chief Advertising Officer,
United Airlines
Maggie Schmerin
Global CMO, Pfizer
Drew panayiotou
Creativity Applied:
The Great Differentiator
The 2023 Forbes CMO Summit included insightful panels, networking and musical performances by special guests.
Cultural relevance is so important because even though the moment is fleeting, the impact is lasting. [The] impact is lasting because it helps you to deepen connections with your customers, and that deeper connection fosters trust which ultimately goes to impact, brand loyalty and preference.”
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What’s really important about relevancy is how we lean into the data to enable better conversations with our consumers…What they’re really looking for is not just to be remembered by name or what they purchased last time…but actually by things that feel important to them.”
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We have 40,000 Gen-Z store associates and we thought if we could unlock learnings from them, it would probably be a great indicator of future performance…You can sense when teams are excited [or] there’s a hit in our future or there’s a miss. Tapping into our internal associates has actually unleashed a lot of creativity.”
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CMO, Autodesk
Dara Treseder
CMO, American Eagle
Craig Brommers
Chief Commercial Officer, Rokt
Elizabeth Buchanan
What Matters Most:
Relevancy
Trust has gone from something that is a very linear attribute to now being something where there’s wins and losses every single day…Marketers need to understand how the customer defines trust, the drivers of trust and the actions we can take across every customer touchpoint to impact that.”
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It’s about transparency…Not every company does everything right
all the time, and when you don’t, owning up to it…I think that is key to
the [trust] equation.”
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Everything we do is marketing…Anything a consumer sees, anything our employees see is what is building trust. It’s beyond product.”
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CMO, PayPal
Leanne Sheraton
Chief Brand Officer, lululemon
Nikki Neuburger
SVP, Marketing & Communications & Chief Communications Officer, IBM
Jonathan Adashek
What Matters Most: Trust
Leaders gathered to exchange insights on sustainable growth, building authentic cultural relevancy and the future of marketing’s operating model.
More Speaker Quotes
RusselL Wallach
Global President, Media & Sponsorship, Live Nation
Read Quote
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RUSSELL WALLACH
Global President, Media & Sponsorship, Live Nation
Brands have that opportunity
to be part of the memories.
The fans are actually cool with them doing it, [but] you can’t just show up. You have to be part
of it. Do the research [and] understand what that means.”
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Diana Haussling
SVP & GM, Consumer Experience
& Growth, Colgate-Palmolive
We are not the main character. We’re the sidekick. The main characters are the people and the consumers and we should help facilitate the memory, the experience
in their lives.”
SVP & GM, Consumer Experience
& Growth, Colgate-Palmolive
DIana Haussling
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Jim Mollica
CMO, Bose
The status quo is perilous…If you don’t take control of the situation and drive it and try to own your business and own your customer and own the revenue…then you’re at the mercy of the rest of the business and I don’t like those odds.”
CMO, Bose
Jim Mollica
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Soyoung KANG
CMO, eos Products
To see the incredible diversity of people who make up your audience and your community in the work that we put out there and for people to see themselves…is something I find really extraordinary about the work we do.”
CMO, eos Products
Soyoung Kang
Read Quote
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Janet Balis
Partner & Americas Marketing
Practice Leader, EY
Start with what matters most…business outcomes that the rest of the company appreciates…Whatever definition of marketing is in your purview, how does that fit in that business objective, and then how do I build an end-to-end process?”
Partner & Americas Marketing
Practice Leader, EY
Janet Balis
Read Quote
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Kory Marchisotto
President, Keys Soulcare
& CMO, e.l.f. Beauty
What matters is, can you find yourself in my brand? I’m not talking to one person, I’m talking to a community of people. How are we putting a rhythm and a drumbeat of content out there that attracts people into our orbit of inspiration?”
President, Keys Soulcare
& CMO, e.l.f. Beauty
Kory Marchisotto
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