Ivy Brown

As a CMO, the pressure to drive results and make an impact is immense. And in those times when everything seems to be hitting a dead end, some of the most important things CMOs can do are: ✅ Revisit the company's core vision, mission, and values. By doing so, you realign the entire organisation around its greater purpose. Also, ensure marketing is consistent. Brands have been shown to benefit from a 33% revenue increase when they consistently present their brand values, image, and messaging across all marketing channels. ✅ Double down on making real human connections through your messaging. Gather and share real customer stories, replace corporate jargon with conversational language, and interact through influencers that your audience trusts. Consumers with an emotional connection to a brand stay with that brand for an average of 5.1 years versus 3.4 years. ✅ Tap into the deeper 'why' behind your brand. Consumers trust brands that stand for something beyond just profits. Whether it's sustainability, social justice or supporting local communities, it's your responsibility to discover and activate your brand's greater purpose. But beware of hollow posturing. You must genuinely live those values to stand for them. ✅ Finally, participate in the conversation, both externally and internally. The best ideas come through open dialogue and idea sharing. If you have any other important ideas to share - please add them to the comments; thanks! #marketing #strategy #leadership #strategicmarketing

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It was incredibly refreshing to be reminded of the power of empathy, authenticity, and human connection at the #FiercePharmaPR West summit this week. These themes were threaded in every talk from M+A, to corporate reputation, to leadership comms, to culture. A few other gems: -- Brands are built from the inside out (courtesy of Myesha Lacy): Employees need to be a priority audience. Focus as much, if not more, on the art of retaining, as you do on attracting. --Build your lifelines: Whether you are an “n of 1” or a team of 60+, don’t underestimate the power of “lifelines” and build your network outside of your immediate company or team to tap for counsel + diverse viewpoints. --Be the pressure tester: It’s easy to drink the Kool-Aid, but use the trust you’ve established and your understanding of what stakeholders respond to to be the pressure tester (h/t to John Lacey) --Blur the lines: Communicators wear many hats, and at times it can be daunting. But this all-encompassing view across stakeholder audiences (from media to investors) – and your ability to simplify complex topics – is a business advantage that’s worth embracing (via Tyler Marciniak and Greg Mann) --A case for thought leadership: Your corporate brand is only as strong as the leadership in the company (Kimberly Kraemer said it best). What I’d add is AI search is coming – what will it ingest and what will it spit out? There has never been a more important time to build a digital footprint and presence. Consider the content you own and what you can influence (and perhaps that could move your executives to get on LI too!).

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Heartbreaking yet eye-opening. The number of American children serving as caregivers has skyrocketed over the past two decades, reaching an estimated 5.4 million. Ansberry Clare's poignant piece in The Wall Street Journal sheds light on the struggles and sacrifices these young caregivers face daily. As someone who embarked on the journey of caregiving later in life, I can only imagine the immense challenges these children endure at such a tender age. It's a stark reminder of the resilience and strength that exists within our youth. We must recognize and support these young caregivers, who often have no choice but to step up and care for their loved ones due to financial constraints or a lack of available in-home care. Let's amplify their voices and advocate for resources and assistance to ease their burden. Read The Wall Street Journal article to understand the profound impact of caregiving on our children and the urgent need for support: https://lnkd.in/eUJTBsi5 #Caregiving #YoungCaregivers #Support #Empathy #ChildrenCaringForFamily

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A new cookie-less era has begun, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world.

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Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

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Pivot Point: NPR and the Changing Dynamics of Communications and Media Content. It's not just about viewpoint diversity, but the overall changing demographics of consumption and satisfaction. The question is: What is the value proposition for the future of media and public broadcasting?

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We’re a few days away from #ASCO24 where new data & findings will be shared with oncology leaders globally. Yet, despite new treatments & advancements, our greatest defense against advanced cancer remains the same: screenings. ☑ With younger adults being diagnosed with cancer at startling rates 📈, coupled with society’s social media obsession, it makes sense that RC found social media 📲 as the most effective way to raise awareness & inspire action for cancer screenings. (And, if you’re into longevity science like me, you’re channeling your inner #peterattia & focusing on prevention like it’s your job).

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When we think about advancements in leadership and innovation in healthcare, we’re seeing medical affairs develop their growing social media followings. Distinct from corporate accounts, these teams define what’s important to them and share it with their followers. But other medical affairs teams remain reluctant—and that’s a shame because they are missing out on the chance to connect with the HCPs, patients, and care partners who are active online and conducting their own research. That's why the SOMEMA Index created by Tim Mitchell, Managing Director of Medical Communications & Innovation, Klick Health, is essential. It provides a clear framework for medical affairs to quantify and enhance their social media outreach, ensuring strategic growth that aligns with our industry’s goals. Tim explains his rationale here and this article includes: - The rising significance of individualized social media platforms within medical affairs - The necessity for robust measurement strategies to guide social media engagement - The potential of social media to foster deeper connections with the medical community Learn more about the impact of SOMEMA and how it can transform your approach here: https://bit.ly/3UaQNHv

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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Thank you for having me on The Marketing Girly, Natalie Peters! I had a great time sharing my story from PR agency life to VP of Brand Marketing at CorePower Yoga, talking about the power of community experiences, some of my favorite brand love moments and partnerships, and more. You can check out the episode here: https://lnkd.in/gDkzednx

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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Turns out, when you ask the AI agent to “take the reins,” things get pretty interesting pretty quickly. https://lnkd.in/g5einQYg In this July edition of BCG’s CEO Digest podcast: Highlights of BCG’s latest thought leadership—and an unexpected insight into collaborating with AI.

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Thanks Chief for including my thoughts about how companies need to think about brand ownership between marketing and communications. My strong belief is that the CCO and CMO need to work in partnership. "The communications and marketing functions both co-own the brand, and need to be working hand-in-hand to make sure they meet those objectives and create a positive brand for customers and for all the other key stakeholders,” says Acree. “It’s imperative that the CMO and CCO are in lock-sync,” Acree says, noting that there’s “no need for a turf war” between the two, since there’s plenty to do, and the jobs serve very different functions. She recommends that CMOs loop in the CCO to any potential marketing campaigns before creative has been crafted. “The comms function can really add a layer of strategic counsel at the beginning of the creative process that can in a lot of instances probably help mitigate risks,” advises Acree. More here: https://lnkd.in/ghTEGE2j

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Jane Sarasohn-Kahn shares great insight into the 2024 Edelman Trust Barometer special report on trust and health. If you're looking to improve trust in healthcare, the upcoming #AHIP2024 panel Jane mentions will be right up your alley. #healthequity #healthandtrust

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Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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I appreciate how Alice Maggiore emphasized that PR, advertising, and marketing* are all different fields although there is overlap (and that’s usually because of a lack of resources). As the region grows, our communicators need the resources, either in-house or through agency support to manage internal growth effectively! * Not to mention design, video production, social media management, web development, event planning, etc that all falls into the “communications” bucket!

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As a Chief Marketing Officer, I've witnessed firsthand the transformative power that marketing expertise brings to the strategic direction of a company. By its very nature, an effective CMO is a growth catalyst able to marry data to direction and forge new paths, and yet time and again there is nary a marketer at the board table. But why is that, I've often wondered. This great read from Inc. Magazine sheds light on why having a marketing professional on your board is essential. "Sales and marketing pros tend to be non-linear, using imagination, intuition, and creativity to generate fresh, unconventional solutions" and they provide "valuable insight into industry trends, competitive dynamics, company growth challenges, and new market opportunities." They also "augment and energize your existing sales and marketing teams' efforts." That's not to say marketers don't make data-driven decisions, quite the contrary. But it's their ability to translate data and guide consumer behavior that makes their input invaluable. The landscape of business is rapidly evolving, with consumer behavior and digital engagement at the forefront of strategic priorities. Marketing is no longer just a function—it's a critical driver of growth, innovation, and competitive advantage. Here's why adding a marketer to your board is a game-changer: Consumer Insight: Marketers understand customer needs and behaviors, ensuring that strategies are aligned with market demand. Brand Stewardship: Effective brand management protects and enhances reputation, a key asset for any company. Data-Driven Decisions: Marketers leverage analytics to inform strategies, ensuring decisions are backed by real-time data. There are so many data points to consider along the customer journey; far more than a single financial spreadsheet furnishes. Innovation Catalyst: Marketing drives innovation by identifying emerging trends and opportunities for differentiation. Elevating marketing to the boardroom is not just beneficial—it's essential for sustainable success in today's dynamic market. Let's lead the way in embracing this strategic shift. #Marketing #Leadership #BoardOfDirectors #StrategicGrowth #Innovation #CMO #ChiefMarketingOfficer #ChairmanOfTheBoard #franchising

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Research, data and facts are imperative to invent transformative ideas. The unmet need is met when data shows gaps. Additionally, the environment in which one innovates can foster more creativity and growth. Each year Edelman, a world class Chicago Public Relations firm conducts their annual Trust Barometer Report. This outstanding body of work is global. Each year the report focuses on diverse topics related to trust; an asset broken in our society. Over 32,000 people responded global across 28 counties. There is proof an innovative idea, well developed can be adopted fast! In the first two months of launching the new AI boom, Chat GPT experienced over 100M people logging in to pilot the tool and fueled the AI boom. (That is 1/3 of the US Population.) Headlines on Innovation from this year’s report: ·       Fear of Innovation Becomes Political ·       Family-owned businesses are more trusted over publicly traded firms, private firms and NGO’s ·       In 2024 countries led the world on trust scores like China, India, Thailand, USE and Nigeria ( high 70’s) where the US fell again below the norm on trust to 46. ·       Over 60 % of people say Establishment Leaders cannot be trusted to Tell Us the Truth: Journalists, Government leaders and business leaders. ·       Near 40 % of all countries surveyed Believe Innovation is Mismanaged Rather Than Well Managed (probably due to the unknown outcomes of innovation and sloppy early stage processes) ·       In Western Democracies, Resistance to Innovation Is Political. Far greater resistance to all aspects of innovation from the right than the left, politically. Over a 20-point gap in respondents who reject innovation, based on their individual average acceptance rating across green energy, AI, gene-based medicine, and GMO foods ·       Demand for enhanced Business-Government Partnership on Innovation Surges, up 15 points from last survey. To overcome global skepticism, innovators need to take more predictive insights/data into consideration to build innovative ideas. This can help mitigate the associated perceived risks for investors and observers. I spend a lot of time with early-stage dreamers and founders. Caution to founders: Mismanaged innovation processes will ignite more backlash in support of innovation. Collaboration with governments, thought leaders can help. Take more time telling your venture story with proof and facts on customer acceptance to gain adoption of your idea and reduce cynicism. Thank you, Edelman for another momentous year of insights! Sign up to get your report. https://lnkd.in/eJ-uG-yi @KatieSpring 1909 FAU Tech Runway DePaul University @ColemanEntreprenuerCenter Polsky Center at the University of Chicago

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As I progress in my career, I have come to realize that active listening is a crucial skill to master. It requires more than simply hearing words; it also involves paying attention to both verbal and non-verbal cues such as tone, body language, and facial expressions. I have been putting in a lot of effort to develop this skill, and though it has not been easy, I recognize that it is essential in building strong relationships with my colleagues and clients. I understand that this is a continuous learning process, but I am determined to hone this. #ActiveListening #VerbalCues #NonVerbalCues #BodyLanguage #FacialExpressions #RelationshipBuilding #ContinuousLearning

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