CMOs are having to come to grips with the uncomfortable truth that increasingly companies are associating their brands with key social issues. That isn’t unexpected, either. After all, savvy CMOs know that people buy stories over features, but it also introduces risk. 76% of those surveyed responded that they would NOT purchase a company’s products after learning it supported a position contrary to their beliefs.
If making these positions part of your story isn’t scary enough, running campaigns to establish a stance can easily invoke the wrath of automated entities (aka: bots) to immediately go on the attack. Thus, taking a position can totally backfire. You don’t want to make a big splash for all the wrong reasons.
So, how do you incorporate these positions into your story in a bold, compelling way that grows the brand, establishes leadership, and influences revenue while doing so proactively in a way that minimizes risk? Join us as we share the answers that address everything from crafting a convincing story about your stance to managing the way it’s told and addressing backlash (before it gets out of hand).
Darryl Praill is the CMO at Agorapulse. He is a funny, high-energy, in-demand event host and panel moderator, a Top 50 keynote speaker, an accomplished award-winning marketer and creator, a social media influencer, and a serial entrepreneur. Darryl has raised $100 million in venture capital and only been fired once.Read More
Her leadership experience includes both agency and in-house corporate marketing teams, supporting a wide range of industries and brands. As Program Director for the Center for Entrepreneurship at Rollins College, Theresa worked closely with business leaders of all sizes to solve their unique business challenges.Read More
Erik helped three small start-ups become global companies with significant exits – AOL,DataLogix, and SpotX. He served one of the first digital banners in 1996, pioneered using offline data for online targeting in 2008, and launched one of the initial video programmatic marketplaces in 2011. Erik has executed over $1 billion in digital media over the last two decades.Read More
Ryan is an inventor and entrepreneur with over 40 patents globally for blender designs. He oversees BlendJet’s creative strategy and has started a creative agency and co-founded BrandAds. He's a thought leader in augmented reality and is dedicated to helping people live healthier lives. Ryan has been featured on major news networks.Read More