Marketing Leader Q&A Series

With brighter days ahead, we are all feeling more inspired. Someone who frequently inspires us at Noetic is our friend and colleague, Tim Nolan, Executive Creative Director for A+E Networks. In this Marketing Leader Series episode, Tim shares how you can use your brand’s voice to effect change and navigate these highly charged times.

  • Focus on your brand and voice in the world – Use discretion about what messaging you’re putting out and how you’re using your brand’s voice. It’s important to say something – whether it’s supporting an issue or cause, what you’re doing to enact change, and/or how you’re giving back. Consumers want to know what you’re doing and what you’re committed to delivering.
  • Even if you don’t have an action plan yet, it’s OK to speak up – You can voice your support and seize on the opportunity to look internally at what you’re doing and what can be done better and/or differently. If something is impacting the majority of Americans, you need to speak up. No brand is too big or too small to be a part of what’s happening in our culture today.
  • Be the change– Early oneveryone had to message out about crisis, but people want to know what you are DOING and what you are COMMITTING to. Pick something and support your initiative. It is OK to be vulnerable about it; it is OK for the actions to follow your words. People often worry they don’t have the product or content to support an initiative, but it’s OK for initiatives to follow.
  • Be mindful about what you recognize and celebrate – Be strategic with your messaging and aware of how someone will receive it. For example, the History Channel doing a show called “Balanced Story of the Real George Washington” is more appropriate than “Celebrating George Washington.”

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Marketing Leader Q&A Series

On this episode of Noetic’s Marketing Leader Series, we’re thrilled to hear from Julie Zito, Assistant VP Marketing at American University. Julie discusses ingenuity and re-imagining efforts focused on your target audience and the importance of leaning into your community and collaboration. 

1.      Listen hard and be authentic – be responsive to what is happening in the country and the world in a way that’s authentic to your brand. What do the events mean to you, your customers, and your community?

2.      Lean into your community – although we can’t be together in person, the virtual environment allows us to connect with colleagues and people we otherwise might not have. We’re all in this together and people are willing to lend a hand.  

3.      Use changes to your advantage to re-imagine what you can do – in this virtual environment, it’s even more important to really listen to your audience and what they need and want. Find ways you can provide that to them. For example, American University re-imagined their commencement to make sure graduates were as emotionally fulfilled as possible with a meaningful memory, being a virtual event, by thinking outside the box and creating a well-wished video with clips from alumnae that otherwise may not have been possible. 

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.