Why the Best Brands have an Interesting Point of View with Cheribundi CMO, Rob Willey

We have a saying here on Marketing Trends, ‘marketing is meant to be remarkable.’ But what exactly does that mean? Does that mean marketing is great customer service? Or maybe remarkable marketing is advertising that sticks with you. Rob Willey, the CMO of Cheribundi, gave his take on what remarkable marketing actually is.

“The fastest way to make remarkable things is via innovation. Meaning identifying what consumers really want or need and catering to that in a meaningful and impactful way. Not every brand can do that, but I think if you start with the consumer, you're headed very quickly in the right direction. I think the wrong direction, which you see a lot of larger companies do is innovate for the supply chain. What can we make more of? What can we make better of? Does anybody even want better of that thing? And what that makes for is a lot of unremarkable products.”

On this episode of Marketing Trends, Rob takes a stand on why marketers should stop focusing solely on ads, and instead start aligning themselves with their brand’s views. Rob also dives into how Cheribundi launched a rebrand of its product in the midst of the COVID-19 pandemic by developing a better understanding of its power users and leaning into the strategies that separate Cheribundi from its competitors. Enjoy!

Main Takeaways:

• Best Brands Have an Interesting Point of View: While advertising is important from a brand awareness standpoint, the best brands have a distinct and clear focus on what their point of views are and they relay those points of view to their consumers through their channels. A great PR strategy starts with identifying influencers that consumers can not only trust, but build meaningful relationships with. Those brands then use those influencers to relay messages in a unique and ambitious way.
• Pivot! Pivot!: For startup marketers, digital channels used to be a cheap way to build brand awareness while also gathering valuable information on who your target audience is. But as paid social has increased in cost, marketers have had to pivot their strategies. One of those pivots has been to increase brand relationships with influences. While these relationships can help build authentic relationships with your consumers, it’s also important to have a clear understanding if that influencer is an actual partner who loves your product or service.
• Rebranding for the Lifestyle: Marketers are always trying to find a better way to understand who their users are, but when you’re going through a rebranding process it's even more important to know who your power users are and why they love the product. Start by identifying your unfair advantage, what separates you from your competitors, and why your loyalists love your product. Then lean into your channels to test your messages and branding on them while gauging feedback as you rephrase the digital touchpoints of your brand.

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