Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
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Branding 117 Years of “Home”: Coldwell Banker CMO David Marine
Branding is a long game requiring continuous attention and reinvention, all pointed back to the core values of the business. With strategic intention, marketers can help to build something as valuable as Marvel or Nike— cultivating meaning and relevance that spans audience demographics and decades. Yet marketing executed without an understanding of a brand’s true “north star” can just as easily result in indifference, erosion of market share, or memeable attention of the wrong kind. After spending 22-years contributing to the marketing of a brand that is 117-years old, David Marine, Chief Marketing Officer at Coldwell Banker, knows a little something about playing the long game. He joins G&S Principal Anne Green to share insights on two decades of experience at Coldwell Banker, thoughts on the concept and evolution of branding, and smart advice for those looking to build a career in marketing. David underscores the significance of staying grounded in the essence of your message, despite shifting priorities, technologies and tactics. This is especially critical when guiding a well-known brand that is over a century old while continuing to innovate. Listen in as David and Anne discuss: How to continuously advance and innovate while remaining true to core brand valuesThe roles of compelling storytelling and cultural relevance in brand longevity Lessons from the evolution of iconic brands like Nike and Marvel - and how David translates these learnings for into selling the American Dream of home
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