What practices keep your brand authentic?

Brett Malinowski

Marketing Director · Whop

Write what I'm interested in

Brett Malinowski says he writes what he's interested in, period, full stop, in a story.

The answer starts at 1:04:18.

Daymond John

TV Personality on "Shark Tank" · Disney General Entertainment Content

Listen to criticism

Daymond John says he keeps his brand authentic by listening to criticism because it represents potential new customers and creates a special, emotional connection with them.

The answer starts at 49:14.

Clayton Pritchard

Owner & CEO · Olivine Marketing

Use customers' own words

Clayton Pritchard says he uses customers' own words, taking phrases from customer interviews and calls for positioning and messaging, because it helps him avoid language that sounds awkward to say to a human.

The answer starts at 28:35.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Tell authentic stories

Katie Miserany recommends telling stories around what you can authentically connect with and being a real champion for those stories, saying those companies will stand out in the next chapter.

The answer starts at 37:41.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Embed brand across organization

Laura Jones says she keeps a brand authentic by embedding it across the whole organization, bringing other departments in and treating everyone—including customer care—as stewards of the brand.

Jay Schwedelson

#1 Marketing Podcast in United States! (Source: Apple Podcasts) - Do This, Not That: For Marketers · GURU Media Hub

One core story, many variations

Jay Schwedelson says brands should keep one core story and repeat it in many variations rather than constantly seeking new messages, because doing so builds familiarity, connection, and trust.

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Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Consumer obsession

Marc S. Pritchard says the most important aspect is consumer obsession: obsessing over the consumers you serve and understanding their lives so you can connect their needs with what your brand provides.

Marvin Chow

VP of Consumer and AI Marketing · Google

Feedback loops

Marvin Chow says he uses feedback loops: his team puts things in the world, then reviews data, comments, feedback and sales to refine what good looks like for the brand and build a rubric.

Jordan Slover

Founder · Neon Ambition

Spend time with customers

Jordan Slover encourages marketers to spend time with customers and sales reps in the field, saying it gives genuine insights rather than preconceived ideas about what customers want.

Seth Godin

Speak in your own voice

Seth Godin says he speaks in his own voice, reasoning that once you do, you start to find people who want to listen. He refuses to explain his references because it ruins the joke.

Lara Hood Balazs

Chief Marketing Officer and Executive Vice President, Global Marketing · Adobe

Customer insights

Lara Hood Balazs says grounding in customer insights is what they always want to remember, because it must be customer-centric and she must deeply know her customer.