02:43 What drew Tessa to the world of brand marketing

Tessa has worked in the healthcare and communications space

She is very interested in how we can build a better culture and service for our customers

She moved into academia a decade ago

06:32 Is weaving in marketing to all parts of the business more prevalent for US organizations?

Many marketers have been promoted to c-suite level jobs

We will experience a shift with new roles such as �Chief Experience Officer�

A lot of training for CIO roles has been skills-orientated, which might be why they are at top-level positions

It�s super powerful to experience a frontline role for a number of years then do an MBA

12:28 The Why Test

It is structured around a means-end theory

Asking why you do the things you do pushes you into more subconscious connections

�Companies are like people, they have personalities�

E.g. the core mission of Zappos was to deliver happiness but their means was through selling shoes

19:22 The relationship between branding and voting

The Republican brand has been built around Trump over the last few years

Trump had a brand personality and a core message

The brand message behind the Democrats was more about the wider society and human rights

24:29 Regardless of the age profile of US politicians, how do Gen Z voters still resonate with brand messaging?

They are the first post-digital generation and know how to navigate and access information online better than any other generation

Gen Z are participants of a global society

33:05 How an organization can work with influencers

It�s important to understand your marketing strategy and who you are serving

Influencers have a lot of trust with their audience and its something companies can leverage from

36:49 The difference between celebrities and influencers

It started first with the print and TV media having aspirational messages, then in the 90s it transitioned to celebrities, and now it is influencers born through social media

41:26 Brands taking a stance with issues

Brand activism is a relatively new term

Upwards of 85% of young consumers look to brands instead of governments to have a positive impact on the world

Always be consistent, direct and transparent with your approach

50:19 How to rebrand

Be transparent with your audience as to why you have chosen to rebrand

53:51 Where are we with eCommerce?

The traditional non-digital organizations and industries (e.g. healthcare and hospitality) have done well with the eCommerce transformation as it has given them a chance to completely redefine their digital offerings

56:34 The biggest challenges and opportunities for brick and mortar moving to eCommerce

It is an opportunity for companies to reinvent online offerings, so organizations that aren�t being innovative will be left behind

We are able to personalize so much more online through social media and emerging technologies

01:01:07 Learning from disruptive brands like Uber

Consumers may be buying your product but not for your primary reason

Co-create with your consumer

01:03:45 What makes a long-standing brand

Nike is a great example: their purpose has always been to enable athletes to compete at their best level � and if you have a body, you�re an athlete, which is a very inclusive message

Their messaging as evolved and always speaks to their audience