Using Compelling Language to Define Your Brand — Doug Gillon // A Fortune 500 Company

Doug Gillon, Brand Manager at A Fortune 500 Company, talks about leveraging language and sonic branding in the modern landscape. Data is vital, but connecting with customers involves language and strategy. It's about using data to bolster a strong strategy, aligning your brand with your identity, understanding its importance to your audience, and identifying who cares. Today, Doug discusses using compelling language to define your brand.
About the speaker

Doug Gillon

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Doug Gillon is Brand Manager at A Fortune 500 Company

Show Notes

  • 01:23
    Dougs background and experience
    Doug has a background in creative and brand management with over a decade of experience, having worked in both agency and client roles in various countries, including the United States and Singapore. For the past six years, his focus has been on the retail sector.
  • 01:48
    Building strong connections with your target audience
    This involves a combination of language and strategy, rooted in insights and data. It begins with understanding your brand's identity, why it matters to your desired audience, and then crafting authentic, active, and clear messaging to engage and resonate with them effectively.
  • 03:27
    Understanding "Who Cares" in a marketing strategy
    "Who cares" is a fundamental question in marketing strategy, focusing on identifying and understanding the target audience's desires and triggers. This understanding shapes the way you engage with your audience, whether through creative or placements.
  • 05:34
    Prioritizing consumer Interests in your marketing strategy
    It's essential to acknowledge the diversity of consumer interests and focus on finding the specific aspects that align with your brand's promise. By connecting these shared interests with a sound business strategy, you can effectively engage your audience and drive the desired actions.
  • 08:43
    Balancing competitor awareness and differentiation in marketing
    Monitoring competitors is important, but it should serve as a peripheral influence. Your marketing should focus on effectively communicating with the target audience and delivering the business proposition in a unique and impactful way.
  • 10:09
    Current trends in retail
    Physical retailers must strengthen their eCommerce presence and adapt due to eCommerce giants like Amazon. They are shifting from product-centric to customer-centric messaging, emphasizing meeting customer needs and enhancing their lives.
  • 13:16
    The evolution of private label brands in retail
    Retailers are increasingly investing in their private-label brands in terms of quality, availability, and attractiveness. Changing perceptions and economic factors are driving consumer adoption, with brands like Kirkland from Costco gaining high regard for quality.

Quotes

  • "Connecting with customers to me is typically just a combination of language and strategy." - Doug Gillon

  • "The guiding light for me with language is, first of all, being authentic. Because if you understand who you are, why that matters, and who cares, then you're going to know how to be authentic." - Doug Gillon

  • "As a brand, you have to find a way to make your authentic voice appeal to whoever you're looking for, in a way that they're going to take whatever action it is you're trying to get." - Doug Gillon

  • "Amazon's a situation that everybody has to adapt to. If you're a physical retailer, you have to make sure that your eCommerce business is good to go." - Doug Gillon

  • "For any retailer thats able to provide a sense of security and safety for their audience, that's a brand promise that you can make that'll resonate. Customer service is really important." - Doug Gillon

About the speaker

Doug Gillon

 -

Doug Gillon is Brand Manager at A Fortune 500 Company

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