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).
In this session, you will learn how to:
- Be bold with your brand to establish market leadership.
- Proactively protect your budget (and your brand!) against bad actors.
- Measure the existing impact of toxicity on your brand.
- Build a long-term insurance policy against backlash.
Darryl Praill, CMO
Agorapulse
Darryl Praill is the Chief Marketing Officer at Agorapulse, the award-winning social media management platform. Darryl is a funny, high-energy, in-demand event host and panel moderator, an accomplished award-winning marketer, a Sales World Top 50 Keynote speaker and multi-time gold medalist content creator, a Top 10 SaaS Branding Expert, a Top 19 B2B Marketer to Watch, voted by LinkedIn as a Top 3 Marketer and a Top 30 Sales Leader, a social media influencer, a category-leading podcaster, and a serial entrepreneur. Darryl has raised almost $100 million in venture capital, acquired, merged and taken companies public, been hired and fired, and worked with companies of all sizes.
Erik Swain
Respondology, President
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.
