4 Pieces of Marketing Advice That Will Never Go Out of Style | Industry Insights | All MKC Content | ANA

4 Pieces of Marketing Advice That Will Never Go Out of Style


ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we'll be collecting and sharing the top quotes from ANA events during each month throughout 2023.

Below, you can find the top quotes from ANA speakers for November:

"Privacy is the new brand safety."
— Richy Glassberg, co-founder of and CEO at SafeGuard Privacy

With the proliferation of digital marketing, brand safety has become one of the most important considerations for 21st century marketers. As more consumers have become aware of data privacy, the practice is now a direct extension of brand safety, as Richy Glassberg astutely noted at last month's ANA Masters of Advertising Law Conference. In fact, some 82 percent of consumers are concerned about how their data is collected and used by brands. That means if your brand missteps, the consequences could be damaging to your brand's reputation. That's why you can never be too safe about how you handle consumer data.

"You have to treat your employees like customers."
— Herb Kelleher, founder and CEO, Southwest Airlines

Speaking of managing relationships with consumers, don’t forget about this key aspect of business success. More and more, employees’ expectations of the brands they work for are rising. Business success is now dependent on not only impressing consumers, but wowing the people who work for you. If you can do that, those employees will be motivated to do whatever’s necessary to drive bottom line results. If you can’t? Well, your brand is probably not long for this world.

"The differential, at least our point of view, between a brand and a product is a memory. What triggers or what transforms the product to a brand is an experience."
— Shakir Moin, chief of marketing of Coca-Cola North America at The Coca-Cola Company

Long-term brand-consumer relationships are built on strong emotional connections. The best way to develop those emotional connections is by providing meaningful experiences to consumers. What is your brand doing to develop consumer relationships beyond promotion? If you don't have an answer, you'd better find one soon.

"If you have good content, the ability for reach is endless."
— Amy Cotteleer, chief experience officer at Duncan Channon

Do you want to make your CFO happy? Try improving your brand's overall reach without increasing your marketing spend. We promise this will leave the CFO absolutely delighted. But, how to do this seemingly impossible task? Well, if you create content that consumers actually want to engage with and share, they'll do the heavy lifting for you. If you're mailing it in on content, you're leaving valuable brand reach and affinity on the table.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Ryan Dinger is a director of editorial and content development at ANA.