WEBVTT 1 00:00:00.180 --> 00:00:02.580 Obviously we're in a time of tremendous uncertainty. 2 00:00:02.580 --> 00:00:06.510 Economic forces are at work. 3 00:00:06.510 --> 00:00:09.750 The ideas about where we are going to be 4 00:00:09.750 --> 00:00:11.760 in terms of working from home, 5 00:00:11.760 --> 00:00:14.340 ways in which we collaborate with each other internally, 6 00:00:14.340 --> 00:00:17.220 and the way we communicate with our customers 7 00:00:17.220 --> 00:00:18.150 is changing rapidly. 8 00:00:18.150 --> 00:00:20.150 It's hard to make predictions right now. 9 00:00:21.060 --> 00:00:23.190 Some of the most important conversations, though, 10 00:00:23.190 --> 00:00:25.380 that I'm having with CMOs is, 11 00:00:25.380 --> 00:00:30.150 how can you have a productive conversation with CFOs 12 00:00:30.150 --> 00:00:31.980 about what investments can we make 13 00:00:31.980 --> 00:00:34.260 that will pay off in two to three years 14 00:00:34.260 --> 00:00:37.860 from a branding and media investment 15 00:00:37.860 --> 00:00:40.650 that will create the right associations 16 00:00:40.650 --> 00:00:43.530 of your future customers with your brand? 17 00:00:43.530 --> 00:00:45.420 And that requires really rethinking, 18 00:00:45.420 --> 00:00:49.080 what are the needs that your products and services 19 00:00:49.080 --> 00:00:51.930 can actually solve for your customers? 20 00:00:51.930 --> 00:00:55.320 And, where, right now, can we actually show strength 21 00:00:55.320 --> 00:00:58.200 relative to competitors, or relative to other substitutes? 22 00:00:58.200 --> 00:01:02.610 Where are we currently getting positive brand associations? 23 00:01:02.610 --> 00:01:04.950 And, how do we double-down on those investments? 24 00:01:04.950 --> 00:01:08.130 And, how do we measure the impact of those investments? 25 00:01:08.130 --> 00:01:10.680 And so some of the work we've been doing recently, 26 00:01:10.680 --> 00:01:11.580 and a lot of the interests 27 00:01:11.580 --> 00:01:14.340 that we've had recently with marketers is, 28 00:01:14.340 --> 00:01:18.450 how can we have a long-term ROI perspective 29 00:01:18.450 --> 00:01:20.880 on our investments in marketing and media? 30 00:01:20.880 --> 00:01:23.430 And, how do we measure them, you know, leveraging new ideas 31 00:01:23.430 --> 00:01:26.040 in neuroscience and behavioral economics, 32 00:01:26.040 --> 00:01:31.040 that help us provide some math to what used to be an art? 33 00:01:31.170 --> 00:01:33.150 Because there's certainly a lot of understanding 34 00:01:33.150 --> 00:01:35.880 that long-term investments in brand are important. 35 00:01:35.880 --> 00:01:38.730 We've seen that over the course of decades. 36 00:01:38.730 --> 00:01:42.030 But right now, in December, let's say, 37 00:01:42.030 --> 00:01:44.880 when you're trying to make numbers for the end of the year, 38 00:01:44.880 --> 00:01:47.040 how do I actually articulate to a CFO 39 00:01:47.040 --> 00:01:50.070 that if I take out a dollar right now in brand investments, 40 00:01:50.070 --> 00:01:54.030 that I may then require $2 of investments next year? 41 00:01:54.030 --> 00:01:56.430 That's the kind of math and the kind of certainty 42 00:01:56.430 --> 00:01:58.440 we need to be able to bring into the C-suite 43 00:01:58.440 --> 00:01:59.690 that didn't exist before.