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SBD/March 23, 2012/Events and Attractions
Marketers, Brand Managers Face Challenge Of Navigating Multiplatfom
Published March 23, 2012
FINANCIAL CALCULATORS: The financial world has had its own challenges in the last few years, and Citi and Capital One are addressing those concerns in their marketing efforts. Citi Chief Brand Officer Dermot Boden said, “One of the challenges I face in an industry that’s been fairly beaten up, perhaps more than many others, is how do I convince the organization to invest behind our brand, to invest in a way that’s building the brand and not just sort of coldly selling product but building an emotional connection.” Capital One Senior VP/Brand Marketing Marc Mentry said, “The whole thing with consumers is that they shifted to trusting each other instead of trusting us as marketers. How do we harness that? It’s a big, big challenge for us. If you look at any survey, you’ll see that they will trust a stranger to tell them about a brand rather than real facts that we’re putting out there for them. It’s a tough challenge.”
Boden, on Citi sponsoring the USOC: “We’ve done a lot of research to understand how we can bring this to life in the U.S. I think it’s important that we don’t artificially insinuate ourselves into the conversation. We haven’t earned that right. Other brands have. It is ultimately about establishing ourselves back as a brand that people can trust.”
Diskin: “I like the Olympics sponsorship and it’s my favorite for activation because it’s not singular. As a marketer, you have different objectives, but mostly you’re looking for engagement, and the Olympics works with what our values are.”