The Future of AI & Personalization Summit featuring Brand Innovators, MetLife and BERA
I recently had the opportunity to host a fireside chat with Jordi Sangil, Global Head of Performance Analytics, MetLife, at the Brand Innovators Future of AI & Personalization Summit in NYC. The event’s purpose was to bring together global marketing leaders to discuss how AI and machine learning are helping brand marketers target and connect with their […]
Why CMO tenure is falling and what to do about it
A version of this article first appeared in the Forbes Communications Council, by Scott Turner, Forbes Communications Council Member and Chief Marketing Officer at BERA. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, and creative and advertising agencies. In his article, “CEOs, Executive Recruiters And The Problem Of […]
Brand purpose: What it is and why brands need it
Brand Purpose: What it is and why all brands need it Your brand’s purpose is more than a mission statement. It should not be fueled by jargon and oozing with marketing speak. Brand purpose fully reflects how your brand – and all of its people – show up in the world. Now more than ever, […]
How to create a brand that resonates with today’s consumers and feels authentic and real
What do Burt’s Bees, PayPal, Crayola, AAA, Intel, and Amazon have in common? They put themselves out there in bold and engaging ways and let their customers know exactly who they are and what they represent. They look out for their consumers’ interests and care deeply about customer experiences. They own it all–the good, the […]
Emotional vs. functional benefits: SaaS company’s value propositions.
Volvo has been producing witty and memorable ads since the early 60s. Drive It Like You Hate It features one of their popular compact models racing through rugged terrain. As the car twists, turns and drifts along an unkempt dirt road, the narrator lets the viewer know that Volvo gets 25 miles per gallon and can still […]
How to create a brand that feels personal
People connect with brands when brand purpose aligns with customer values–making them feel understood and on the same page. Consumers want to feel like their needs are intuitively understood and like they belong. When a sense of personal connection is high, consumers feel more close to a brand’s purpose (distinct from a brand’s mission and vision). […]
BERA users see 391% ROI, Forrester TEI study finds
CMOs are focused on understanding new consumer behaviors and preferences, and are adapting their marketing strategies to align with how their audiences engage with different channels and devices. But marketing leaders don’t just want to create resonant campaigns; they want to invest in the channels, tactics, messages, and offers that drive the most tangible impact […]
Bridging the marketing-finance divide
Marketing and Finance: The missing link in your business strategy We’ve all heard the phrase “opposites attract.” While it may ring true when some describe their romantic lives, it is typically disproved in professional settings…especially when we consider the tenuous relationship between marketing and finance. Think about the last time you had to justify your […]
