Brand And Business Expansion and
The Diversification Of Revenue
JOSH GOLDEN
CMO, Quad
“
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.”
PANEL
1/3
NEXT: DEENA BAHRI
StockX
Combs Global
NEXT: DEON GRAHAM
2/3
“
[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.”
DEENA Bahri
CMO, StockX
Quad
NEXT: JOSH GOLDEN
3/3
“
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.”
Deon Graham
Chief Brand Officer, Combs Global
United Airlines
NEXT: MAGGIE SCHMERIN
3/3
“
[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.”
CMO, Rare Beauty
Katie Welch
Rare Beauty
NEXT: KATIE WELCH
2/3
“
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.”
Drew Panayiotou
Global CMO, Pfizer
Pfizer
NEXT: DREW PANAYIOTOU
1/3
“
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.”
Maggie Schmerin
Chief Advertising Officer, United Airlines
Creativity Applied: The Great Differentiator
The 2023 Forbes CMO Summit included insightful panels, networking and musical performances by special guests.
Leaders gathered to exchange insights on sustainable growth, building authentic
cultural relevancy and the future of marketing’s operating model.
CMO, PayPal
LEANNE SHERATON
“
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.”
lululemon
NEXT: NIKKI NEUBURGER
3/3
Jonathan Adashek
SVP, Marketing & Communications
& Chief Communications Officer, IBM
“
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.”
PayPal
NEXT: LEANNE SHERATON
2/3
Nikki Neuburger
Chief Brand Officer, lululemon
“
Everything we do is marketing…
Anything a consumer sees, anything our employees see is what is building trust. It’s beyond product.”
IBM
NEXT: JONATHAN ADASHEK
1/3
What Matters Most:
Trust
CMO, Autodesk
DARA Treseder
“
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.”
American Eagle
NEXT: CRAIG BROMMERS
3/3
ELIZABETH BUCHANAN
Chief Commercial Officer, Rokt
“
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.”
Autodesk
NEXT: DARA TRESEDER
2/3
Craig Brommers
CMO, American Eagle
“
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.”
Rokt
NEXT: ELIZABETH BUCHANAN
1/3
What Matters Most:
Relevancy
CMO, Bose
JIM MOLLICA
“
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.”
e.l.f. Beauty
NEXT: KORY MARCHISOTTO
3/6
DEENA Bahri
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.”
Bose
NEXT: JIM MOLLICA
2/6
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.”
Colgate-Palmolive
NEXT: DIANA HAUSSLING
1/6
More Speaker Quotes
CMO, eos Products
SoYoung Kang
“
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.”
Live Nation
NEXT: RUSSELL WALLACH
6/6
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?”
eos Products
NEXT: SOYOUNG KANG
5/6
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?”
EY
NEXT: JANET BALIS
4/6
