Ann Marie Kerwin

Exploring how strong brands impact marketing effectiveness, balancing short-term marketing with long-term brand building, comparing American and European marketing practices, striking the balance between performance and branding, and connecting brand strategy across the C-Suite and company functions.

In this discussion, Ann Marie Kerwin, Work America's Editor at WARC, emphasizes the importance of brands creating new usage occasions to combat consumer reluctance to spend. She shares compelling case studies, such as brands capitalizing on festive moments to boost sales. The conversation also explores how versatility can reshape consumer perceptions, featuring brands like Baileys and Magnum Ice Cream. Additionally, they touch on the power of rituals in marketing, highlighting innovative strategies that forge deeper connections with consumers.

Join Ann Marie Kerwin and Morgan Flatley in a discussion about brand building beyond advertising. They explore strategies like aligning teams, deploying creativity, and strategic messaging. Hear about McDonald's balance between brand building and sales goals, creative excellence, and the shift to emotion-driven marketing. Discover challenges faced by big brands in the digital age and the importance of creative courage in driving business growth.