Rising to the Challenge(r) Brands

Feb 14, 2019 • Aaron Goldman

Last week we participated in the Brandweek Challenger Brands event in New York.

The agenda featured traditional/classic/legacy brands and challenger/upstart/D2C brands alike.

Common ground was found among all the slashes with the need/imperative/mandate to mine customer data for insights.

We hit theme this hard during a dinner panel with Marie Mount, Senior Brand Manager at P&G moderated by Jim Cooper, Editorial Director of Adweek.

Marie talked about how primary data informs the go-to-market strategies for her brands and I shared examples of how 4C helps brands make first-party data immediately actionable across media channels.

Together we issued a call-to-arms for brands of all shapes and sizes to get in market and start testing new applications of personalization.

As Drake – a featured artist on the Cash Money label founded by Slim Williams who gave an inspiring closing keynote – put it in his track, Is There More:

“Only rest that I do is ‘Where the rest of my commas?’ Still I rise, Maya Angelou vibes.”

There’s no question the impact (report) of D2C has led to a rise of opportunities and challenge(r)s

As our CEO, Lance, wrote in AdExchanger, D2C adoption will help make TV a performance medium.

4C, we’re enabling this through a new audience-driven upfronts planning solution to optimize TV budgets.

No matter what kind of brand you are, there’s no better time to unlock the power of audience insights in your marketing.

Put another way, channeling my inner Drizzy, if you want to get in my head you gotta get in my feelings.

Now it’s time to follow God’s Plan for more 4C’s Insights.

Get the rest of 4C’s Insights Volume 146 here.