Behind the Numbers: an EMARKETER Podcast Building Brands That Stand Out In A World That Never Turns Off with Lulus and The Lead | Reimagining Retail
Oct 22, 2025
Sonal Gandhi, Chief Content Officer at The Lead, and Patrick Buchanan, SVP of Marketing at Lulus, dive into the evolving landscape of retail marketing. They discuss the importance of balancing data with creative instincts to create standout brands. Insightful topics include the shift toward micro-influencers and engaging communities authentically, as well as prioritizing long-term brand affinity over short-term performance metrics. Gandhi emphasizes the need for brands to adapt rapidly to trends, while Buchanan shares tips on effective storytelling in today's dynamic market.
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Balance Speed With Emotional Connection
- Brands must balance rapid change with emotional human connection to win attention.
- Direct 60 honorees show marketing now blends digital speed with timeless brand storytelling.
Listen First, Then Tell Stories
- Listen to customers through social comments, surveys, and focus groups before creating.
- Use creative teams to craft entertaining stories that resonate and keep people engaged.
Use Data To Tune Creative Instinct
- Let creative instinct generate ideas and use data to refine and iterate them.
- Admit failures honestly and use insights to improve future campaigns.