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- Adam, Gary, welcome.

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Gary, to you first.

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Why is branding so important

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when particularly, marketing budgets

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are at risk all being cut?

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- Yeah, as CMO, US hygiene at record.

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I mean, I can't say enough about branding.

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I'm a brand guy at heart and it's who I am

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and you need to build brands.

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I mean, Lysol is one of our top brands

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is the number one disinfection brand

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in the US and you only get to be that

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because you've built
brand mental availability

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in the disinfection space.

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Over time, throughout COVID,
we invested in the brand

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now we're continuing
to invest in the brand.

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It's how people simplify
their decision making

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and brands are important
and matter for that reason.

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- Yeah, I couldn't agree
more with what Gary said.

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And you know, at Google, you
know, we see this trade off

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we see this happen with
marketers at times, you know

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whether it was, you know,
certainly during the pandemic

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or other times where things
are a bit more uncertain

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where the brand

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the brand budget is
the first one that goes

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and I think it was the BCG
work that really brought it

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to light and all of the statistics

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that supports what actually happens

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when that investment goes away.

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The thing that struck me the most

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and I think it was really
interesting, was that there was

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about a point of share
loss that comes with that.

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And for every dollar you didn't invest

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you were going to need to
invest a 1.85 to get it back.

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And to me, that just brought it home.

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And we've talked with a
lot of partners about this

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especially when they're trying
to weigh that decision of

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you know, do we just cut
brand and really invest

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in lower funnel tactics or how
far do we cut back overall?

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- Yeah, and I'd absolutely
just build on that.

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If I may, like, I'd also say
I've seen brands that aren't

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the strongest in a category
that I've had as well

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where when you divest from
the brand building exactly

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at that point, you just see the drop off

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you see the immediacy
within the first quarter

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of not spending and the
impact on your sales and

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and that just takes longer to get back.

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- So give me some examples.

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Adam, what are some
best branding practices

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that you're seeing at the moment?

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- Yeah, I mean, look, I'll point

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to something that's perhaps
not a branding practice.

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I'll refer to my friend
here to talk about the

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the best branding practices,
just the importance

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of measurement, full stop,
and really being integrated

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with your measurement
across your business.

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I think the best in
class example right now

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that we continue to advocate

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and work with our partners for
are around learning agendas

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and the importance of experimentation.

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You know, so many times the

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the data that we get back on marketing

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if we're relying on our MMMs
is dated and it's not current.

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And experimentation gives us that view

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into what's happening now.

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And consumers are nimble,
media continues to change and

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as a result of that, having
a healthy and robust appetite

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for experimentation and
literally this is one

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of those things where it's almost the more

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the better you start to
see that it's like 15

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or more experiments are
really what gets you

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to the best results and the most impacts.

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So best in class work

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for us really is about
measuring effectively

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and thinking about the
importance of experimentation.

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- I mean, for me it's about

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the marriage of, data's our friend

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and we need all the
measurement in the world

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and we need all the data
to drive insights as well.

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You need the product efficacy

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from a consumer packaged goods standpoint

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that you're delivering in the world

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and you need to know why you're existing

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in the world and product plus
your purpose in the world.

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If I think about Lysol
and breaking the chain

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of infection as our higher order purpose

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we only do that through
the benefit of our product.

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Now, how we tell our
stories, how we connect

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with the right audiences and
consumers, leveraging data

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and tech is our friend to do that

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and get that message out in the world.

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- There are lots of
challenges at the moment

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but you are a branding
guy, you're super excited.

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So I imagine there's lots
you're looking forward

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to in the future.

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- Yeah

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You know, for me,

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I am really excited about
what all the changes

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in marketing mean in terms of org design.

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I've recently set up a new
org design where I'm breaking

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down our own silos to better connect

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with people in the world

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so that the full funnel
media investment strategies

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whether it's upper funnel

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which is so critical to
building brands health

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for the long term or
performance driven marketing

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and retail media are connected.

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And that we're thinking
about the investment strategy

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across the funnel and that's exciting

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because we're breaking down
silos to deliver better ROI

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and deliver better brand
experiences for our consumers.

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- Yeah, I think one of the things

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that we're particularly excited

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about right now is just
the impact that, you know

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I'm sure down the road here
everyone's talking about,

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something in common is AI.

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And I think

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that the role that predictive
AI is already playing

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in terms of really helping
our partners generate results.

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Right now over 80% of our partners

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on Google are using some
form of predictive AI

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and it's truly making a
difference in terms of outcomes.

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And then there's the generative side.

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You know, as people continue to take

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in content in so many different places

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how do we utilize
generative AI responsibly

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in order to deliver those outcomes as well

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and ensure we have great
messages to deliver

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to consumers regardless of where they are.

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- Adam, Gary, really insightful
and absolute pleasure.

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Thank you so much.
- Thank you.