For two days in New York City, Jack Myers gathered industry leaders to discuss the future of the Upfronts, the transformation of the media, marketing and advertising industries and its impact on brands. Season Two of the Legends & Leaders Video Series showcases Sandra Micek, CEO, WTTW-TV/WFMT-FM (former SVP Global Brands, Hyatt) and Nick Dunham, Director of Media, Dunkin’ Donuts in this episode. Click here to see the interview. Watch the full series here.
Myers opened the episode with the question, “How do you maintain your competitive edge in this highly targeted world when you’re a mass brand?”
Micek said, “I think there’s a huge competitive advantage to be had by being authentic.” Click here to learn how Hyatt drilled down into the brand’s DNA to get to its core purpose – and how leaning into its purpose affects Hyatt’s brand messaging, creates differentiation and helps avoid commoditization.
Dunham discussed what it’s like to work on a brand with loyalists who just love coffee. He said, “When we talk about Dunkin’ we try to do it in terms that are relatable. And the nice part about being a brand that’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.” Click here for more of Dunham’s discussion of how Dunkin’ 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. Click here to listen to their differing approaches.
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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