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4 Questions That Can Help Brands Connect Vision, Purpose and Trust

Posted: May 20, 2021 12:00am ET BY Anne Kawalerski, Michelle Lynn

When purpose drives vision, companies are in a position of strength and can meet customer needs in a way that builds trust. Bloomberg analysis revealed four key questions that brands should explore in order to understand how the factors that define purpose, vision and trust interact to underpin performance.

What Looming Postal Increases Teach Us About The Future of Omnichannel Marketing

Posted: May 19, 2021 12:00am ET BY Britt Vatne

Amid the entire digital revolution in advertising, direct mail has remained a reliable constant for performance-minded marketers. But, unbeknownst to many, the costs of postage are heading toward a steep increase. Its impact on direct mail and the companies that rely on it could be immense.

Things Are Different Now — and That’s Good

Posted: May 18, 2021 12:00am ET BY David Carrel

Innovations designed to help people during the pandemic will have a lasting — and positive — impact on our lives.

Media KPIs That Matter

Posted: May 18, 2021 12:00am ET BY Bill Duggan

The ANA Media Leadership Growth Council was recently established to be a direct counterpart to the CMO Growth Council, with an exclusive focus on media. The group is currently working to establish its growth agenda, and measurement will certainly be an important part of that.

The Purpose Advantage: A Q&A with Barkley’s Jeff Fromm

Posted: May 14, 2021 12:00am ET BY Jerusha Harvey

In his ANA workshop about the power of purpose, Jeff Fromm teaches marketers all about how unlocking your brand’s purpose can help elevate your messaging, forge stronger connections with customers, and attract all-star talent. The ANA’s Jerusha Harvey sat down with Fromm to discuss the principles of purpose marketing and the keys to unlocking a brand’s purpose.

How Virtual Strategies Can Boost Marketing Performance for B2B Enterprises

Posted: May 13, 2021 12:00am ET BY Dmitri Lisitski

It’s no secret that B2B enterprises have lagged behind their B2C counterparts when it comes to embracing digital transformation, but the pandemic-driven surge in remote work has spurred many B2Bs to step-up their adoption of digital marketing and e-commerce. It’s been a positive experience for most, as they’ve discovered the advantages virtual strategies have to offer, especially better ways ...

U.S. Marketers: Meet Mexican Americans

Posted: May 12, 2021 12:00am ET BY Carlos Diaz

Marketers have made strides in reaching Hispanics, but we’re still painting with too broad a brush. As a result, we’ve overlooked the largest Hispanic community: Mexican Americans.

Don’t Guess, Ask: How Quiz Commerce Answers the Challenges of a Cookie-Free World

Posted: May 11, 2021 12:00am ET BY Tom Coburn

Google’s recent Chrome and email ID announcements have put the industry on notice: consumers want greater control over their data, and going forward, brands will need to build their customer journeys around fully privacy-compliant first-party data. That’s there quiz commerce comes in.

Beyond Profit Podcast: A Movement to Protect Our Press

Posted: May 11, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Ken Beaulieu welcomes three guests to discuss the state of local journalism and the advent of Protect Our Press: Andrew Graff, CEO at Allen & Gerritsen; Kayvan Salmanpour, chief commercial officer at Boston Globe Media; and Chris Scott, enterprise editor at The Lowell Sun in Lowell, Mass.

The Challenge of Activating Purpose

Posted: May 6, 2021 12:00am ET BY Ken Beaulieu

As more companies look to make a larger impact on society through purpose-driven strategies, they would be wise to heed to the warning of Andrea Brimmer, chief marketing and public relations officer at Ally Financial: “While the potential of brand purpose is game-changing, it’s also a minefield if you get it wrong.”