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

Making real-time decisions

One topic the speakers addressed is how to identify when a real-time moment is right for your brand.

Rona Williams, senior director of strategic innovation at Bragg Live Food Products, noted the delicate balance of being both nimble and cautious. “If you know your consumer, you’re able to move quickly in some instances,” she explained. “In other areas, you need to take a beat and refer back to your framework.”

At MassMutual, where Kristin Lane serves as head of brand marketing and customer growth, the team follows the so-called Coca-Cola formula, which consists of putting 70% of marketing investments into things they know will work while setting aside 20% for new channels and experiences they want to try out. The remaining 10% goes toward big swings that have no guarantee of paying off. Quite frequently, however, “those 10% pieces become part of the 70% the very next year,” shared Lane.

Knowing when not to act is equally important for real-time brands, added Florina Manusis, executive director of media and influencer marketing for North America at Estée Lauder. “Oftentimes, brands feel so pressured to be in the conversation and have an opinion and say the right thing,” she said. “Sometimes it’s okay not to. Real-time doesn’t mean being reactive.”

Building authenticity with the right partners

Another theme of the conversation was how the right partnerships can introduce a brand to new audiences.

“Why are podcasts and creators doing so much better and helping brands get there faster?” asked Kirk McDonald, CEO of Sundial Media & Technology Group. “The reality is their relationship with their community is so much more intimate and allows you as a brand to come in with the unlock codes for the conversation.”

Emily Kirkpatrick, VP and marketing chief of staff for Shipt, agreed, adding that brands risk losing authenticity when they don’t trust their influencers to make the right creative decisions for their audience. “When we’re working with these influencers, we’re really not redlining too much,” she said. “It takes a lot of restraint.”