The WARC Podcast
Marketer's toolkit 2025: Capitalising on the economic reset
Jan 9, 2025
Guests Ken Favaro, Chief Strategy Officer at BERA.ai, and Joanna Seddon, Managing Director at Prescient and CEO of the Marketing Accountability Standards Board, discuss the evolving landscape of marketing post-economic reset. They explore the vital role of brand equity in building consumer relationships and stabilizing prices. The conversation emphasizes bridging gaps between marketing and finance to showcase branding’s financial benefits. They also highlight the importance of consumer insights and emotional connections for navigating economic challenges and driving profitability.
41:34
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Quick takeaways
- Marketers must focus on strengthening brand equity to cultivate consumer loyalty and adapt to shifting economic conditions.
- Integrating brand strategies into financial discussions enhances marketing's influence and illustrates its impact on business success.
Deep dives
Understanding the Economic Reset
The concept of the economic reset is integral to contemporary brand marketing amidst ongoing inflation and market fluctuations. Marketers have been largely reactive to changes over the past few years, such as the COVID-19 pandemic and its aftermath, which has led to evolving consumer behavior and spending habits. Consumers are now more selective with their spending, often focusing on purchases that bring joy while still being conscious of deals on everyday items. This situation presents brands with the opportunity to strengthen their long-term strategies and develop resilience against future economic challenges.
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