Old Navy Chief Marketing Officer Ivan Wicksteed and Jonathan Alloy, Vice President and Product Manager at Wells Fargo, discussed brand marketing and the importance of a purpose-driven brand during a Fireside Chat at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. During the chat, Wicksteed described what it means to develop a brand that is meaningful to both a company and its customers.
According to Wicksteed, the concept of an “omni-channel” marketplace can be misleading because there are multiple channels that all function differently. Each channel operates differently, Wicksteed said, and understanding the role that the different channels play is key for organizations. In addition, the goal for an organization should be to engage customers through as many channels as possible, Wicksteed said: “The objective is to encourage people to switch between channels. If you have them in the physical store and you can encourage them to share socially or switch out things that may not be available in the physical store but you can switch them out online and look at different color options, then that’s a win-win because you have them engaged.”
Wicksteed said he believes creativity is important for marketing departments as well. If an organization embraces creativity, Wicksteed noted, it can find innovative ways to connect with its target audiences: “I don’t think of creativity as a thing, as an output; I think of it as the ecosystem or the culture that you create. I think creativity is a culture as opposed to an output. It’s the greenhouse as opposed to the plants that grow in the greenhouse.”