On this episode, Victoria Lozano, EVP of Marketing for Crayola, discusses the evolving role of marketing, the importance of creativity, and the power of partnerships. She emphasizes that marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives. She also highlights the need for marketers to focus on both brand and business, and the impact of AI in marketing, emphasizing the need to use it smartly and not get caught up in sensationalism.Key Takeaways:

• Marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives.
• Brands need to create 360-degree engagement with consumers, leveraging various touch points such as products, experiences, content, and partnerships.
• Crayola has evolved and expanded its brand by focusing on its mission to help parents and educators raise creatively alive kids.
• Making changes within a legacy brand can be challenging, but articulating a clear mission and purpose can help guide the process. Clarity in brand mission and language is essential to eliminate debates and focus on delivering a powerful and consistent brand experience.
• Partnerships can be enabling rather than dilutive if they align with the brand's values and bring new capabilities and revenue streams.
• AI is a valuable tool in marketing, but it should be used as a point of input rather than the final output, with human oversight and touch.
• Crayola's recent campaign for creativity aims to elevate the importance of creativity in children's lives and help parents nurture it.
• Emerging marketing leaders should strive to be good business leaders, understanding the business context in which marketing operates.

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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.

This is Marketing Trends, where we'll give you an authentic look into the world’s most impactful marketing leaders. How do they think? How do they lead? How do they maintain their dominant positions at brands like ESPN, Google, Meta, Wells Fargo, Walmart and others? Join host Jeremy Bergeron as he uncovers the answers to those questions, and more.

On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby's International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.

Episode Highlights:

• The luxury real estate market is experiencing a shift in consumer demographics, with millennials entering prime income earning years and an intergenerational transfer of wealth taking place.
• Creating an emotional connection with different generations of clients, even within the same transaction, is crucial for brands in the luxury real estate market.
• Brands need to show up on different platforms in an authentic way for the younger generation while maintaining brand equity.
• Constant course correction and listening to feedback from frontline advisors are essential for success in marketing.
• Empathy, emotional intelligence, and curiosity are valuable traits for leaders in the luxury real estate industry.
• Breaking overwhelming tasks into smaller pieces and making incremental improvements can lead to significant progress.
• Looking outside the industry for inspiration and partnering with first-party publishers are important strategies in media purchasing and planning.
• Investing in a brand's own database of customers and providing a great experience to existing clients can be a powerful channel for lead generation.
• Sotheby's International Realty is embracing AI and large language models to enhance marketing and administrative tasks.

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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.

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