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The Importance of Being Brave in Marketing
Video

The Importance of Being Brave in Marketing



Editorial Rating

9

Qualities

  • Innovative
  • Engaging
  • Insider's Take

Recommendation

In 2009, Andrea Brimmer faced a daunting task – re-branding a bank during a painful financial crisis. Rather than play it safe, Brimmer and her team created eye-catching ad campaigns that flew in the face of the staid banking industry. By picking out the pain points of the average bank consumer, and showing how Ally Financial would be different, she was able to create a positive image for Ally at a time when people were particularly unhappy with the banking industry. In this matter-of-fact Google talk, Andrea Brimmer reveals important lessons on how to create memorable ad campaigns.

Take-Aways

  • Marketers have to be brave to break through the noise and gain the public’s trust.
  • Technology has changed consumers, and marketing teams need to meet them where they are.
  • In today’s climate, people make buying decisions emotionally, and brands often have to take a stand on political and social issues.

About the Speaker

Andrea Brimmer is the chief marketing and public relations officer at Ally Financial.


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