This week we are featuring a talk with Kellogg about their successful product launch using data, how Marriott turned itself into a media company, Google is reorganizing their Ads business, Dunkin’ CMO shares on rebuilding their brand to stay relevant, and lastly, when is too much social proof a bad thing.
When you walk into the ground floor of Marriott’s headquarters, it fittingly looks like the lobby of a modern hotel—chic white lounges, cozy pods, even a friendly receptionist. But then you notice nine flashing screens encased in glass walls, like a TV control room that has been teleported from Hollywood to Bethesda, Maryland.
In a way, it has. Inside the control room—dubbed “M Live”—were three media veterans tasked with seeing just how much a hotel brand could capitalize on the fast-changing digital landscape.
“We are a media company now,” said David Beebe, Marriott’s Emmy-winning vice president of global creative.
Google’s advertising chief Prabhakar Raghavan is reorganizing Google’s ads business – and adding new heads of measurement and privacy, according to multiple AdExchanger sources.
As part of the reorg, he’s re-visualizing the company as four “concentric circles.” The innermost circle is Google’s owned-and-operated properties, including search and YouTube. The next circle outside of that is Google’s buy-side and sell-side businesses. The two outermost circles span the organization: measurement and privacy.
As part of the change, Raghavan created two new roles: a head of measurement, Vidhya Srinivasan, and a head of privacy, Mike Schulman.
In his two years in the role, Dunkin’ Brands’ CMO Tony Weisman has led the company through a rebrand, updating Dunkin’s image to reflect its growing beverage priorities; expanded brand partnerships, working with companies that may not seem obvious for a business focused on drinks and donuts; and become laser-focused on user-generated content (UGC).
As part of our upcoming report on the future of the CMO, Weisman spoke to us about partnership transformations, meeting consumers where they’re at, and of course—coffee.
Weisman will also speak in October at the ANA Masters of Marketing Week conference in Florida.
The company has established its brand over the last 70 years. Why did you decide to go with a rebrand?
For marketers looking to stand out in a crowded, fast-moving media landscape, campaign launches can be a make-or-break deal. The industry’s rapid-fire pace means brands today must not only put greater resources into understanding when and how to effectively deploy new campaigns, but also be able to quickly adjust their strategy based on consumer response, panelists said during a discussion at Advertising Week on Monday.
“You never have a second chance to make a first impression,” Laura Beaudin, a partner at Bain & Company, said. “You will not have another chance to be able to create that success story.”
It’s very easy to start a business these days. But succeeding in that business is another story. There are just too many people who want to escape the 9-to-5, do something with their big idea and make a better life for themselves in the process. I totally applaud that.
However, it’s not practical to think that the idea will sell itself. Consumers need to be given some reason to trust that their money (or time) will be well spent. And when a business or product is new, the best way to gain this trust is by getting clients, customers and others to vouch for you.
That said, is it possible to go overboard with testimonials, reviews, case studies, client logos and other forms of social proof? And is there a wrong way to build social proof into a mobile website or PWA?
Yes and yes!
When Too Much Social Proof Is A Bad Thing