What value matters most when building a brand?

Jesse Johnson

VP, Marketing · Chili'S

Value

Jesse Johnson says value is the most important thing and marketers shouldn't tire of value messaging, urging them to listen to consumers and start from what consumers need.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Relentlessly Helpful

Katie Miserany says her team's priority was to be relentlessly helpful, paired with being "relentlessly us," so the company doesn't sound like every other one and become another dot in the sea of sameness.

The answer starts at 41:03.

MP

Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Understanding the Consumer

Marc S. Pritchard says the fundamentals of brand building have not changed, and the first is that you understand who your consumer is and what their needs are, so you can meet those needs.

Jordan Slover

Founder · Neon Ambition

Customer Insight

Jordan Slover says customer insight—spending time with customers—is the principle, because marketing's job is to be the voice of the customer and the best marketers never forget that.

Anthony Po

Co-Founder · Pufferfish

Value of a View

Anthony Po says he cares about the value of a view more than the view itself, preferring a 20K-view video that turns people into true fans over a 10M-view one people forget in a day.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Emotion

Lucinda Barlow says she prioritizes emotion, because emotion, humor, relatable storytelling and tension are what actually embed in people's memories and build long-term brand association.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Core Principles

Jonathan Kerr says the best advice he's received is not to give up on your core principles, adding that you have to do the work so people believe your principles are worth building something on.