In this engaging conversation, Krista Dalton, CMO of Tecovas and former marketer for Target, reveals the secrets behind authentic marketing and brand growth. She discusses how deeply understanding customers can unlock new markets and the importance of identity-based campaigns. Krista shares insights from her journey from merchandising to CMO, emphasizing product-centric strategies that enhance storytelling. Additionally, she highlights Tecovas' innovative approaches to navigate market expansion and the significance of effective measurement in marketing success.