Building a Framework for Authentic Real-Time Brand Strategy That Works

This post was created in partnership with Monks

Key takeaways

• The ability to move fast requires alignment from more departments than just marketing.
• A real-time strategy doesn’t mean brands must participate in every trend.
• Marketers with boundless curiosity and a commitment to change will be better prepared to navigate the future.

Real-time brand strategy is more complex than being the first to notice something and react. Putting frameworks in place so your brand can step into relevant cultural conversations in an authentic and timely manner takes planning, good partnerships, and the right infrastructure.

During an ADWEEK House Advertising HQ Group Chat, co-hosted with Monks, industry leaders shared details about what a successful real-time brand strategy requires.

Capturing unexpected moments

James Stephens, global head of brand at Monks, kicked off the discussion by stressing the importance of having the whole team in sync. “Breaking down those silos such that we’re all totally aligned on what our vision is, what success looks like, what we’re going to explore together—and what creative, media, strategic metrics we’re all going to explore and experiment with—is how you build a real-time brand,” he said.

His colleague, Linda Cronin, EVP of media at Monks, added that when the entire organization understands the brand, it allows for a quicker response. “Because when you go to the legal team and say, ‘I want to do this,’ they already know why—they get it,” she shared.