WEBVTT

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You really have to find the passion of
your customers,

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whether that's around the technology and
how they're using it,

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but also meeting them in the places where
they are.

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We're joined by Carmen from Qualcomm and
Lauren from BCG.

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Welcome both.

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Carmen,

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Snapdragon is doing such a great job of
enhancing performance to the devices that

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we all use every day,
from our phones to PCs to cars to so much more.

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How are you thinking about building
awareness and excitement around the brand?

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Yeah,
you're actually talking about one of the

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most important things we're doing right
now,

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and that is strengthening our Snapdragon
brand.

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We're doing it across many verticals.

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As you mentioned,
we're very diverse in our product

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offerings and what we have from the
perspective of the power that we enable

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is really transformative.

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We enable AI capabilities as well as
really high processing power across all

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of the spaces.

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And because of that,
we actually are working on building our

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brand at the enterprise level,
but also in the consumer space.

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Because even though we might be
enterprise and large of these decisions,

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we have to get our B to C presence up as
well to bring awareness to the Snapdragon brand.

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And we really want to showcase how the
power of what we deliver with Snapdragon

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enables all of these capabilities,
whether it's augmented reality,

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whether it's your glasses you're wearing
around and capturing the most beautiful

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parts of Cannes that exist.

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And then also to our new compute category
that we launched exactly a year ago.

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And that's really helping to enable the
enterprise be ready and future-proofing

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and ready for AI.

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You know,
last year when we were at Cannes,

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AI was a discussion and an idea,
and now it's everywhere.

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So we're really helping enterprises be
ready for the future with the wonderful

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IT products we bring to life.

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Lauren,
how do you build customer pull for a

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product that people might not realize
they need?

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You know,
it starts from understanding what are

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those needs and use cases exactly as you
said, Carmen.

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And de-averaging customers and the end
consumer. What are they looking for?

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What's their pathway to purchase and to
influence?

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What are those different motivators and
touch points?

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And once you really have that strategic
understanding,

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then you can figure out how to best
target and allocate and really drive

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towards that outcome.

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And Carmen,
for companies who are trying to elevate a

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great product into a great brand,
what's your advice?

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What should they be doing?

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You really have to find the passion of
your customers,

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whether that's around the technology and
how they're using it but also meeting

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them in the places where they are.

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And for us, that's, really,
we found a home in sports with some very

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important branded partnerships that were
able to activate in ways that bring those

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fan experiences to life in new ways and
showcasing in that space.

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So finding really effective ways of
getting your brand out there.

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Lauren?
I think it all comes back to the customer.

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It's how do you harness all the sources
of customer intelligence?

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How do you make the most informed
decisions?

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How do you know where to meet them,
where they are?

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And honestly, with GenAI,
there's no excuse.

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There's so much information available.

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Yeah, I mean,
we're in a really unique time, right?

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Everyone's experiencing the power of AI
for themselves and connecting on the

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emotional level of what that brings,
even in how we do our marketing.

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Maybe even with a little bit of humor,
a bit of passion,

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connecting with people's teams of the
past,

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making that brand really come to life.

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And to know who we are as

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Snapdragon.
That's the core essence of what we're

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trying to do.

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Well,
thanks so much for joining us here to

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talk about it, Carmen and Lauren.

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It's been a real pleasure.