Scott’s Thoughts: Top Brand Marketing Trends for 2023 — Benjamin Shapiro // I Hear Everything

Benjamin Shapiro, Founder and CEO of I Hear Everything, talks about what's happening in brand marketing with Scott Harkey. Marketing is undergoing a significant transformation as performance marketing channels become less valuable. Forward-looking marketers are investing in understanding customer values deeply so that their brands can align with those values and create fans out of their consumers. Today, Benjamin and Scott discuss their thoughts on the top brand marketing trends for 2023.
About the speaker

Benjamin Shapiro

I Hear Everything

- I Hear Everything

Benjamin Shapiro is Founder & CEO at I Hear Everything

Show Notes

  • 02:17
    Aligning consumer values with brand values to win fandom
    Over the past 18 months of podcasting, Scotts biggest takeaway has been the importance of aligning consumer values with brand values. Basically, winning fandom in todays competitive market requires telling authentic brand stories that resonate with what people care about.
  • 06:38
    The ongoing process of establishing brand values
    Whether a startup or an established brand, much like individuals, values, and purpose shift over time. To ensure alignment, regular workshops every two years can help brands to ensure alignment with changing consumer values and to chart their course forward.
  • 08:18
    The importance of aligning with human values in marketing
    Beyond customer acquisition and performance marketing, recognizing the role consumer values play in decision-making is crucial. Businesses, whether big or small, must align their actions and values with those of their consumers to cultivate true fans.
  • 13:52
    Key brand marketing trends for 2023
    Marketers must prioritize a deep understanding of their customers, encompassing both quantitative and qualitative insights. While social media, connected TV, and influencer marketing offer strong opportunities, the core goal should be nurturing passionate brand advocates.
  • 17:42
    Where marketers should be focusing their attention for success in 2024
    Brands must prioritize cultural relevance by aligning with customer values, similar to Mattel's Barbie and creators like Jake Paul. It's about becoming an entertainment company that cultivates genuine fandom through audience understanding and impactful content creation.

Quotes

  • "If you're not deeply connecting with a consumer value, and finding a way to tell a story about that, I don't think you're going to win fandom in the competitive environment today." - Scott Harkey

  • "Every two years, companies, big or small, should gather for a workshop to align their direction and values, bridging the gap with evolving consumer values." - Scott Harkey

  • "All companies have to be more than just acquiring customers and performance marketing. You must stand for something, and it has to line up with ultimately who your consumers are." - Scott Harkey

  • "If you're going to spend a couple of million dollars creating a national brand spot, you better damn well know exactly what your existing and potential customers value. And you better hit a spot that triggers that so hard that they have to talk about you" - Scott Harkey

  • "About 50 celebrities own ad agencies now. Why? Because they're already culturally relevant and whatever they post, do, create, they know what people want to see." - Scott Harkey

About the speaker

Benjamin Shapiro

I Hear Everything

- I Hear Everything

Benjamin Shapiro is Founder & CEO at I Hear Everything

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