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To paraphrase Thomas Paine, these are the times that try marketers’ souls. Fierce competition. Demanding CEOs. Technology angst. Fake news. Brand safety. Elusive ROI. And these are just a few of the anxieties weighing on CMOs.
The world of marketing needs brave souls to lead the way—to take on these proliferating challenges while at the same time making their brands relevant, compelling and commercially healthy. “Now is the time for businesses to be brave,” according to Gemma Greaves, CEO of The Marketing Society. “There’s so much going on, at such a fast pace,” she told me. “This is the time to be brave and stand out.“ So over the past year, she led the Marketing Society to evolve its mission to be, “Empowering brave leaders to be at their best more of the time.”
In support of that mission, the Marketing Society is holding its Braver Conference on November 14 in New York, where the organization is also making its official, formal debut in the U.S. (see https://www.marketingsociety.com/tags/new-york for more). The conference showcases a line-up of marketing leaders who definitely exemplify bravery, including: Margaret Molloy, CMO of Siegel+Gale and Chair of the Marketing Society New York; Christopher Mcdonough, Chief Brand and Sales Officer of LL Bean; Chris Altcheck, CEO and co-founder of Mic; Kimberly Davis, Executive VP, Social Impact, Growth Initiatives & Legislative Affairs of the National Hockey League; and Fereshteh Forough, founder and CEO of Code to Inspire.
I had the chance to gather their thoughts and advice on what it means to be a brave marketer.
Peter Horst: Why is brave marketing more important now than ever before?
Margaret Molloy: We live in an era where every category has more brands than people want or need, so it’s vital to be able to connect with your customer. It’s not about being gimmicky or opportunistic. Brave marketing, which is rooted in authenticity, is essential to helping your brand connect with audiences in meaningful ways and stand out .
Chris Mcdonough: In a world of omni-presence and customers ‘always being on’ marketing needs to be bold, meaningful and relevant to stand out and connect with customers. The hum-drum will simply not cut through and therefore bravery is needed to challenge creative and messaging boundaries
Chris Altcheck: Today, society is struggling to agree on just about anything, and polarization and division are at all time highs. During these tense times, marketers might be tempted to stay on the sidelines and try as much as possible not to offend. But, in these turbulent times, people are yearning for trust and authenticity more than anything else.
Fereshteh Forough: For me to be born as a refugee was a sign of bravery, despite many obstacles and challenges I faced in my guest country, Iran—growing up in a big family of eight kids, we had access to limited resources. As a refugee you learn the value of adaptation and moving forward with all the odds and indifference you are facing. It is important to have the bravery in you to break the status quo to be visionary, revolutionary and a pioneer in what you do.
Horst: What’s required to practice brave marketing?
Mcdonough: An organization needs to create both permission and accountability for a positive learning culture. Encouraging the organization to take well-calculated and brave decisions with a clear learning agenda liberates creativity and engagement.
Kimberly Davis: Marketers can be braver by challenging the status quo and speaking out BOLDLY on the issues that are going to impact not only the future of their brands and consumer preferences, behavior and attitudes, but as importantly, those issues that more broadly impact our society. Marketers are “First Responders” on shaping culture and change – and more power must be exercised by this important group to help educate and advance the realities of our future.
Molloy: From a brand standpoint, brave marketing is not foolhardy. It requires careful introspection, transparency, and empathy. Importantly, no longer is it enough to focus just on the customer experience. For organizations, it’s a two-sided coin—being mindful of how they treat their employees as well as how consumers interact with their brand.
Forough: You have to be open to the risks and challenges that are coming along your path when you want to grow and scale your idea. To be brave doesn't mean to be perfect. It is more about being able to handle the challenges and difficulties with open mind. Opening the first computer coding school for girls in Afghanistan for me was to practice bravery in an environment where women have been oppressed for decades due to conflicts and extremists preventing them from being social and getting education. It had to be done from a very grass root level.
Altcheck: Brands needs to first and foremost be clear about their purpose. Purpose doesn’t need to be political, but it needs to center on bettering the lives of customers and communities. Without clarity of purpose and values, it's impossible to be brave. Next, it's all about deciding how to positively impact what you be believe in. Often, that means taking risks and putting your brand out there.
Horst: Does marketing technology have a role in brave marketing, or is it more about conviction and gut?
Altcheck: Tech absolutely has a role in brave marketing, but with a fair amount of heart and gut mixed in. On the tech side, the importance of audience data -- knowing what your customer wants and doesn’t want -- can not be underestimated. On the heart and soul piece, this goes back to your earlier question on what’s required of an organization to market bravely. While you must be self-aware of what reactions your campaign may spawn, more important is to be confident in your stance and proud to share that message with the world. Those elements should never be underestimated.
Molloy: Deploying tech is an excellent way of supporting the execution of brave marketing. One benefit of tech is that with the use of big data, brands can garner greater clarity on where their customers stand on particular issues. A brand can mitigate risk and operate in the world with greater confidence by having fact-based findings. Moreover, technology platforms, like social media, can help brands communicate bravery at speed and scale.
Horst: Any other words of advice for marketers who aspire to practice brave marketing?
Forough: Brave marketing is about being innovative, transparent and embracing diversity. To be brave means to be honest and honesty comes with backlashes.
Molloy: If you’re doing something brave, my advice is to be deliberate and make sure the stance aligns with your brand purpose and values in a credible way.
Davis: I’d offer what was the best piece of advice I ever received—from my grandmother, Dr. Rose Butler Browne, the first African American/second woman to graduate from Harvard Ed.D. in 1929: “Be bold, fearless and courageous in what you do – if not YOU, then who…?”
Take inspiration from these brave souls and go boldly forth with your brands. To quote Thomas Paine once again, “The harder the conflict, the more glorious the triumph.”
