Author: Tammy Greenberg, SVP, Business Development, RAB
The takeaway from the ANA (Association of National Advertisers) annual Media Conference was to embrace bravery, take risks and step up and recognize that business and brand growth is the “shiny new object.”
In his opening remarks that set the stage for the 700+ brand media and marketing attendees, Bob Liodice, CEO of the ANA, stated that the world’s leading brands are “activating brave.” It’s a shift from ensuring consistency to stimulating desire among consumers, from being marketing centric to acting enterprise centric, and from creating functional and emotional differentiation to changing a way a business goes to market. In order to do this, brands must intuitively understand their customers and they need to be willing to communicate in brave, iconic ways that will delight and deliver the way the consumer wants to receive it.
