Video: Competitive Edge with Sandra Micek and Nick Dunham

Myers opened the episode with the question, &#8220;How do you maintain your competitive edge in this highly targeted world when you&#8217;re a mass brand?&#8221;Micek said, &#8220;I think there&#8217;s a huge competitive advantage to be had by being authentic.&#8221; Click here to learn how Hyatt drilled down into the brand&#8217;s DNA to get to its core purpose &#8211; and how leaning into its purpose affects Hyatt&#8217;s brand messaging, creates differentiation and helps avoid commoditization.Dunham discussed what it&#8217;s like to work on a brand with loyalists who just love coffee. He said, &#8220;When we talk about Dunkin&#8217; we try to do it in terms that are relatable. And the nice part about being a brand that&#8217;s meant for everyone is we can talk to the doctor getting off their late-night shift at the hospital or the construction worker at the crack of dawn going to his job or the mom dropping her kids off at school before she goes to work.&#8221; Click here for more of Dunham&#8217;s discussion of how Dunkin&#8217; unlocks those moments and reminds people about the brand love through TV, digital and social channels.Myers also asked the marketers about the decision-making that goes into allocating funds for partnerships versus traditional media. &#160;Click here to listen to their differing approaches.Watch more of this engaging exchange&#160;here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.The Legends &amp; Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.&#160;Video: Digital vs. Legacy Media with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Competitive Edge with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Brand Safety and Trust with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Data and Optimization with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: The Future of the Upfronts with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Career-Building Connections with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: TV Today and Tomorrow with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Measurability and Accountability with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Marketing Globalization with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamVideo: Qualities of A Great Salesperson with Sandra Micek (former Hyatt SVP, Global Brands) and Dunkin' Donuts' Nick DunhamA Seat at the Table: Season 2 of Legends &amp; Leaders Videos with Jack Myers&#160;Click the social buttons above or below to share this story with your friends and colleagues.The opinions and points of view expressed in this content are exclusively the views of the author and/or subject(s) and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated writers.

Video: Competitive Edge with Sandra Micek and Nick Dunham

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Karla Chrzanowski

Video: Qualities of A Great Salesperson with Sandra Micek and Nick Dunham - By Karla Chrzanowski

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