Which creative principle makes your brand stand out?

CB

Chaucer Barnes

Chief Marketing Officer · Translation

Anxiety as a Feature

Chaucer Barnes says we should treat anxiety as a feature, not a bug, because we are collectively biting off more than we can chew.

The answer starts at 59:14.

Peter Giorgi

SVP of Brand Marketing, Partnerships and Creative Excellence · Rocket

Beauty

Peter Giorgi says beauty is the principle he leans on, saying the work needs to be relentlessly crafted because people prefer to watch and engage with something beautiful rather than something thrown together.

The answer starts at 22:04.

Michael Ungaro

Owner

Storytelling

Michael Ungaro says storytelling, because your story is what sets you apart; he advises telling your story and not being shy to speak about it.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Relentlessly Us

Katie Miserany says the second part of their priority was to be "relentlessly us," arguing that if you sound like every other company, you're just another dot in the sea of sameness.

The answer starts at 41:03.

Tom Ruwitch

Storytelling Standout - Biz Growth Strategist / Guide · Story Power Marketing

Curiosity

Tom Ruwitch says curiosity, which he often cites as the number one skill for better marketers, reasoning that great storytelling should focus on the prospect's journey rather than the marketer's own story.

Todd Kaplan

Chief Marketing Officer, North America · Kraft Heinz

Consistency

Todd Kaplan says consistency, pointing to brands like Heinz that have a consistent point of view over time rather than campaign to campaign, and saying consistency across touchpoints lets the brain use brands as shorthand for decisions.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Mental Availability

Jonathan Kerr says he prioritizes mental availability, reasoning that you have to build to generate future demand.